Founder And CEO
SINTRA Middle East,
Total years of experience :27 years, 1 Months
SINTRA Middle East is a Trading & Consulting firm bringing Innovation and a new strategic approach in the construction equipment business.
Using our robust experience in the market, we help OEMs, Distributors and SMEs establish a strong organizational foundation to help optimize and grow the Aftermarket Business with a customer-centric approach.
- Our divers Consulting services are offering precious trends guidelines.
Specialities: Startups, Entrepreneur, Marketing, Business Turnaround, Strategy, Distribution, Aftermarket…
- Negotiated with JCB (OEM) and convinced them to partner with Abunayyan Group in establishing the Exclusive Distribution of JCB construction equipment in Saudi Arabia.
- I lead the entire process and built this above 150M$ business from scratch.
- With a team of more than 160 employees entirely recruited and trained in less than 16-month time, as well as the investments and the establishment of 23 different facilities, showrooms, workshops, parts outlet all over the country...
- We gained 15% of market share in less than two years.
- I succeed to position the Abunayyan Group and JCB partnership as a strong solution provider and the most preferred partner in the Kingdom which is in line with our established plan of becoming a strong partner in the Middle East area.
- Recruited to lead and develop the Heavy Equipment and Spare Parts business by reengaging the organization in a new strategy and vision to become a strong and major player in the Middle East.
- I am heading the strategy and the value propositions as well as the investments in terms of distribution network, facilities, HR to make sure we can meet our goals in a three year period of time.
- Developed and negotiated the exclusive dealership of a Tier 3 world wild heavy equipment manufacturer for the Saudi market.
- Created and hired the all organization (>200 employees) from a scratch and in a very short period of time.
- Responsible for the massive investment done for the premises (new show rooms, workshops, warehouses, ect...) all over the country.
- Fixed the target to bring the brand to the Top 2 position in the country within a period of 3 years.
- Lead the all Bobcat business in the MENA area and drive 16 different exclusive dealers.
- Direct management of the forecast, budget, revenue, growth and the market share of the company with
- Direct reporting to the head office located in Belgium.
▪ Reassessed the distribution
▪ Ensured the Budget and forecast control by implementing monthly and quarterly review to meet the
goals.
▪ Re-corporate the operation team in different phases:
- Implemented KAIZEN (continuous improvement system)
- Doubled the Gross Margin and profit of the region in a year.
- Expanded the company brand and image by joining international meeting, exhibitions and developing and
sponsoring lobby group
- Hired to revitalize the Spare Parts Business Development for the North Africa & Mediterranean area, before becoming the
full Regional Manager for the complete business (Spare Parts, Equipment, and Customer Support)
- Drove a team of 5 persons and 10 International exclusive dealers for a total turnover over $150 million.
- High level of project management
- Reinforced the distribution channel by creating JVs
- Direct increase of the turnover by 20% and 5% of market share gain.
▪ Managed the Motorway Project in Algeria ($13 billion project)
- Negotiated with the EPC and government institute.
Managed the Gas turbine air filtration systems projects that generated over $30 million annually through consistent and
close management of the planning, budget, technical, procurement, logistic and commissioning.
- Direct intermediate of prestigious customers such as GE, Alstom, Siemens, Hyundai.
▪ Created strong relations for the company with key and strategic customers (GE, Alstom, Total, Bechtel…)
▪ $3million savings for the company in a year by sub-contracting
▪ Implemented a tool for a close management of the projects
- Bring new opportunities for the company from new areas
HAMON THERMAL EUROPE, Brussels, Belgium 1999 - 2001
Hamon is an international engineering and contracting company (EPC), present in the five continents and listed on the Euronext stock exchange of
Brussels
Proposal Manager
I was hired to support the Sales Managers and all different branches of the company by providing accurate and reliable
quotations and technical designs of Air Cooled Condensers for power plants. I was on daily contact with customers for a
better understanding and feasibility of the projects.
ENTREPRISE IMPACT: * Improved the quality and efficiency of the quotations and developed new IT systems that saved time to the sales managers and branches
* Increased the total sales revenue by 5% (save time to sales team who could focus more on new deals)
Began career after college in role of Project Engineer for Sybermat S.A. Drove sophisticated electro-mechanical projects
in the pharmaceutical environment from A to Z where I gained valuable experience in operation, sales with a budget of $
1million.
I created a new product that increased the turnover of the company by 750k€ in 6 month time.