Saleh Awnallah

As a stakeholder, responsible for expansion of exports, market strategy and development of private label business. Drive new product development
across international markets and overseas distributors, retailers.
• International Partners & Markets: Develop and implement comprehensive export strategies to identify, evaluate, and penetrate new
international markets Drive new partnerships, new contracts, negotiations and execution.
• Export Sales & BD: Develop and execute sales business planning across targeted international markets. This includes participating in trade
shows and exhibitions to promote new products. Collaborate with internal teams.
• Operations Compliance: Oversee export documentation, logistics and compliance with international trade regulations.
• Private Label Development: Manage the entire private label product lifecycle, from concept to launch and ongoing support. Ensure product
quality, compliance, and adherence to agreed-upon timelines.
• Management Reporting & Team Management: Build and lead high performing team to support corporate objectives and execute private
label activities.

International Partners & Markets: Develop and implement comprehensive export strategies to identify, evaluate, and penetrate new
international markets Drive new partnerships, new contracts, negotiations and execution.
• Export Sales & BD: Develop and execute sales business planning across targeted international markets. This includes participating in trade
shows and exhibitions to promote new products. Collaborate with internal teams.
• Operations Compliance: Oversee export documentation, logistics and compliance with international trade regulations.
• Private Label Development: Manage the entire private label product lifecycle, from concept to launch and ongoing support. Ensure product
quality, compliance, and adherence to agreed-upon timelines.
• Management Reporting & Team Management: Build and lead high performing team to support corporate objectives and execute private
label activities.

As the stakeholder worked closely with Management, Business and Service Support Teams on the mission of enhancing processes with a core
business objective and to impact customer service experience.
Process Excellence & Management Reporting
• Program Vision: Defined, developed and set the Program vision, Established SOPs and related channel services framework, and
successfully led critical business initiatives, Strategic Programs across Store Launches, Pricing & Rate Card, Process efficiencies and driven
continuous improvement.
• Program Execution I Process Excellence I Change Management: Revitalised processes and policies in line with business objectives and
comply with sales process. Monitored and tracked performance and KPIs, realign steps to impact progress and fulfil operational strategic
goals. Led all Change Management and Process automation project execution with end user departments
• Framework Deployment: Furthermore, actively supported Change Leadership team and its framework deployment to execute improved
processes and control delivering variety of project solutions for the targeted business outcome for the organisation.
• Store Audit & Business Processes: Executed monthly store business process audit and standard management audit for Store Commercial
Managers to evaluate retail performance, stock levels, and lay-out management.
key Wins & highlights
• Automation: Led and accomplished the Simbe Robotics project, resolving the issues by adjusting the automatic ordering parameters;
increased sales by 7% and customer satisfaction by reducing the complains about price mismatch.
• Waste Reduction Program: Steered 50% reduction in avoidable fresh waste, on-shelf availability improvement up to 99.9%, and 15-20%
reduction in inventory costs.
• SOP, Framework & Realignment: Boosted sales and profitability by identifying new opportunities, stores sizes, and range based on
customers profile; Enhanced internal communication between departments: merchandise, sourcing, commercial, finance, and human
resources to ensure quantity and timely delivery of products for Tokyo, Spain, France, and China.
• Training & Testing Program: Utilized Lean, Six Sigma, and other process improvement mythologies to pinpoint and prioritize improvement
opportunities for corporate functions and core business areas. Assessed company needs to introduce new training programs .

As Retail Head, am strategizing and steering all aspects of Retail operations including Business, Marketing, Sales, Store Operations, Governance,
Policies, Procedures, New Launches, E-Commerce, Commercial and finance. Also, leading ecosystem of business channels across ecommerce,
digital, distributors, supplier and related partnerships.
• Stores Operational Governance: Reinforce operational procedures, implement and maintain policies to impact sales, business, cost
control, shrinkage management, reduction, people management and overall store operational business efficiencies.
• Operational Strategy, Technology & Systems: Develop and execute strategy to impact long term business goal. This includes systems,
technology CRM and POS systems to impact business efficiencies and turnaround time for service delivery,
• Budget, Sales Planning & Marketing: Drive in sales and retail improvement through monitoring data and analysis. In turn, propose and bring
in changes to improve performance that impacts sales and business performance. Review Sales data and numbers and create promotions,
applicable changes to improve gross margin, drive in footfalls and sales across stores.
• People Management: Monitor headcount and fulfilment that covers scheduling, assigning employees at result-oriented tasks. Maintains
store headcount by equipping and assisting in recruiting, selection and relevant commercial and professional skill training.
• Stocking & Merchandise: Formulate pricing policies, sales promotion, stock management to maintain profitable ratios. Collaborate with
Production, purchase departments and ensure stock levels and ranges are consistent with business demands.
• Customer Experience: Monitor consumer trends, customer needs and habits, address issues, complaints, and competition. Identify
current and future service requirements and initiate internal business and service changes to create and foster a customer centric culture
within the department.
• Knowledge, Exhibitions, Workshops: Keep updated on competition, market through on ground exhibitions and workshops, review data,
professional network and groups.

As the Business lead, am spearheading all aspects of business and go-to-market strategy to impact the brand as a new entrant in the region,
identify new distributers, create strategic alliances, generate demand, and monitor supply to impact overall P&L and sales management.
• Implement marketing and operational strategies through varied channels to generate demand across the region, identify new partners
and distributors for sustainable growth. Plan activities to expand market share, reach of the company and brand visibility.
• Monitor demand and supply and capacity planning and production activities. Evaluate existing partnerships, and churn new ones to
impact sales and overall business. Overview of the entire business lifecycle and all departments for effective program delivery.
• Lead, negotiate contracts, pricing, commercial and delivery terms, and condition. Establish and ensure KPIs are mutually set based on
corporate goals. Research and identify new markets, supplier network and vendors; travel across Middle East Africa to shape the long
term objectives and tactical planning.
• Identify areas of business processes for enhancement and automation for effective customer experience and business continuity.

As the Senior Category Lead for fresh foods, steered the business operations planning, commercial strategy, and area sales management across 29
markets and 120 supermarkets across UAE and Northern Emirates region develop market, increase profitability & lead transformation. Reporting to:
Vice President - Fresh Foods I Direct Reportees - 03 Specialists I Indirect Reportees - 29 Department heads.

Category Business Planning:
• Product Range Business Planning & Forecast: Led business planning and forecast the revenue with a monthly, quarterly view for the
assigned categories including driving commercial fundamentals of products, range, markets etc. hierarchy, range, types of products
• Commercial: Collaborated with sourcing reliable suppliers, negotiated as per applicability, and consolidated product pricing details
based on description, target group, pack size, cost prices. Negotiated best Commercial Terms with Suppliers and Partners to optimise
and reach the lowest, possible, cost price for products.
Market Data Analysis, Customer Intelligence, Customer Experience & New Product Development
• Product & Category Development I Category: Understood the selection and reviewed sales based on the target customer group, price
expectations and create the relevant portfolio of products in varied categories or sub-categories.
• Brand Positioning: Worked closely with the team to review products and displayed at the right focused areas in the Stores and site facilities.
Reviewed Brand Positioning, Competitive landscape, and other aspects of strategic positioning to impact overall sales and its marketing.
• Promotions I Import Categories: Developed promotional plans and campaigns as per the annual calendar and commercial pricing strategy
to increase the overall sales and revenue. In addition, on all import categories, lead all engagement, documentation and compliance, realign
selection of products and review pricing.
Key Wins & highlights:
• Year 2022 - 2023 I For the Dates category, created and categorised varied types of dates. Developed a new private label for the Dates and
Lebanese range in fruits and vegetables under the Carrefour Brand. Realigned new promotional campaigns with key outlets impact sales.
• Year 2021 I Developed an innovative concept of Supplier Consignment introducing a dedicated space for varied suppliers with a direct
margin sales accrual. Also, based on Jordanian and Indian ethnicity, developed the said category to impact sales generation. Year 2020 I Successfully led a new business pricing change initiative Margin Set Up by District according to ethnicity for the Arabic,
European and Asian fresh food products.

As the stakeholder worked closely with Management, Business and Service Support Teams on the mission of enhancing processes with a core business
objective and to impact customer service experience.
Process Excellence & Management Reporting
• In a span of 8 years, defined and set the Program vision, Established SOP’s and related channel services framework, and successfully led critical
business initiatives, Strategic Programs across Store Launches, Pricing & Rate Card, Process efficiencies and driven continuous improvement.
• Furthermore, actively supported Change Leadership team and its framework deployment to execute improved processes and control delivering
variety of project solutions for the targeted business outcome for the organisation.
• Revitalised processes and policies in line with business objectives and comply with sales process.
• Monitored and tracked performance and KPI’s, realign steps to impact progress and fulfil operational strategic goals.
• Lead all Change Management and Process automation project execution with end user departments.
Store Operations
• Executed monthly store business process audit and standard management audit for Store Commercial Managers to evaluate retail
performance, stock levels, and lay-out management.
• Established key for business functions across HR, finance, IT, commercial, merchandise, and sourcing while archiving documentation of
processes and policies.

As the Operations Manager my key responsibilities were to establish organisational framework, set the internal communication tools and enhance all
internal and external facets of the business. Spearhead systems, processes and articulate policies, programs, procedures to integrate smooth flow of all
departments of Sales, Customer Service, Order Management, Logistics, Finance, Accounting and Shipping.
• Optimized operational and business efficiencies by reviewing, evaluating and recommending enhanced process flows and executing its
successful implementation.
• Accomplished organization’s target with proactive collaboration with Management Team, stakeholders and implemented strategic plans,
initiatives to achieve larger corporate objectives.

As the Chief Business Officer, key point of contact and responsible on all aspects of establishment’s set up, business planning and partnerships.
• Led and established contracts, policies & procedures, partnerships with Airlines and Hotels.
• Reviewed contracts and led negotiations. Successfully built ecosystem, managed the teams, sales and business transactions and cycle.
• Yielded YoY growth and business revenue to strike profitability.

The Operations Manager will oversee the end-to-end execution of all interior design. The Operations Manager will oversee the end-to-end execution of all interior design

responsible for streamlining day-to-day business operations, coordinating cross-functional teams (designers, site engineers, sub-contractors), and managing an international supply chain for premium materials.

1.Strategic Leadership & Business Development
-B2B Client Acquisition
-Revenue Optimization

2.Operations & Travel Technology Management
-Operational Excellence.
-Process Automation.
-Transition & Resource Management.

3. Procurement & Global Vendor Relations
-Supplier Negotiations.
-Contract Lifecycle Management.

4. Risk Management & Duty of Care
-Crisis & Continuity Management
-Regulatory Compliance

5.Team Leadership & Organizational Culture
-Talent Development.
-Cross-Functional Alignment