Retail Director
Virgin Megastore - KSA
Total years of experience :22 years, 10 Months
• Managing total 12 stores across KSA with total revenue of SR 650M
• Created OGSM and road map with three years strategy based on three pillars: 1) Customer
Centricity. 2) Sales & Merchandising. 3) Building capabilities
• Prepared expansion plan to open 8 stores to grow revenue to 1.1B
• Built a solid plan to improve Customer Experience, CSI improved from 71% to 89% and
NPS from 35% to 49%
• Turned non-profitable stores into profitability
• Enriched loyalty data bank by increasing customer data collection from 35% to 80%
• Enhanced and automated signage printing in stores with unified template
• Introduced Store Newsletter to streamline communication
• Improved store workload by automating tasks
• Introduced GUEST training program to sales team and frontliners
• Improved Conversion Rate by 1.5% and ATV by 6% and attachment rate by 20%
• Developed Regional Managers and introduced store visit report and checklists digitally
• Introduced Store Manager and Zone checklists digitally
• Launched two new services “mobile outfitter” and “customize it”
• Developed VM guidelines book for all Categories
• Planned and launched first outlet concept
• Joined during company foundation time as one of the Leadership Team, worked on
different strategic and expansion plans inspired by company’s vision and mission
• Member in developing annual Operation’s OGSM. Developing and deploying Regional
OGSM and Annual Operating Plan
• Managing 15 stores with more than 750 employees, taking full responsibility in all aspects
of strategic planning and operational controls to maximize sales and minimize cost
• Increased region sales revenue from SR 250 M to SR 1.3 Billion by opening new stores and
increasing market share in line with company’s expansion plan
• Managing total region P&L with SR 1.3 Billion top line and 7.5% bottom line
• Trained and developed three Regional Managers in Central, North and South regions
• Planned and opened 17 stores including market study, feasibility study, hiring and training
• Planning and executing regional plan of Mega Sale biggest event in the middle east
• Led Customer Experience Project and identified pain in each touch point. Created action
plan with moment of truth to improve customer satisfaction. CSI improved from 74% to
85%
• Overlooked Oman operation for two years and trained Country Manager on all operating
standards and procedures
• Improved employee engagement and moral survey from 75% to 87%
• Worked as team member on Services revamp project and led operational development
part. Services sales improved from 3.5% to 5%
• Led shrink control taskforce committee and managed to reduce shrink from 1.1% to 0.5%
• Worked on payroll cost efficiency and saved 31 heads by identifying opportunities based on
store classification and productivity in each job
• Planned and deployed online orders delivery/ship from stores through different resources in
West Region
• Worked as team member on Stores Rebranding Project
• Hired 14 Store General Managers and more than 10 Sales Managers
• Coached trained and developed more than 10 Store General Managers, 15 Sales Managers,
15 Operation Managers and 45 Team Leaders
• Planned and implemented Part Timers recruiting project and developed scheduling template
• Planned and executed Regional clearance event to liquidate aged and non moving stock
• Opened first Outlet Concept Store and deployed many action plans to improve sales and
profitability
• Created new recruiting process and forms, and induction plan
• Hired people for different jobs from Lebanon, Jordan, Egypt and Philippines