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Samer El Abyad, UAE Country Manager Commercial

Samer El Abyad

UAE Country Manager Commercial·Ridge House Hold Trading LLC

United Arab Emirates

Bachelor's degree, Business And Marketing

Work experience

Total years of experience: 24 years, 7 months

UAE Country Manager Commercial

August 2021 - Present

Ridge House Hold Trading LLC

Dubai, United Arab Emirates

August 2021 - Present

Transform, coach, develop, launch, online, ecommerce, q commerce, omni channel, distribution, profit and loss, leading, forecasting, supply chain

Company industry:
FMCG

Country Manager

January 2021 - Present

Ridge Household Appliances Trd.

Dubai, United Arab Emirates

January 2021 - Present

• Manage full country operations for UAE, overseeing a team of 31 employees and driving P&L performance.
• Set and execute strategic and tactical growth plans aligned with company vision and market opportunities.
• Manage and grow key client relationships across modern trade, power retailers, and distribution channels.
• Track and analyze commercial performance metrics using KPIs to drive data-driven decisions.
• Manage and track expenditures, financial goals, and budgets to ensure cost efficiency.
• Lead brand portfolio management including Bissell, Henkel, Kimberly Clark, Big D, Keter, Simax, and Spartan.
• Initiate and plan monthly promotional activities across HHH, LHH, and DPH channels.
• Collaborate and coordinate with trade marketing, sales, and customer service teams.
• Oversee credit control processes to improve cash flow and reduce financial risk.

Company industry:
Retail & Wholesale
Job role:
Management

General Manager

January 2014 - January 2021

Sell Fast Household Appliances LLC

Dubai, United Arab Emirates

January 2014 - January 2021

• Efficiently managed the entire business operations across UAE, with full P&L accountability.
• Led and motivated a team of 31 employees across sales, operations, and support functions.
• Developed and executed strategic and tactical growth plans to achieve company objectives.
• Managed supply chain operations including inventory planning, vendor relations, and logistics.
• Implemented credit control mechanisms to optimize cash flow and reduce receivables risk.

Company industry:
Household Appliances
Job role:
Management

Sales Director

January 2009 - January 2013

Sell Fast Household Appliances LLC

Dubai, United Arab Emirates

January 2009 - January 2013

• Developed, planned, and implemented creative commercial strategies to grow revenue and top-line performance.
• Led a high-performing sales team of 224 employees across the UAE.
• Conducted market research to identify threats and opportunities and support new product launches.
• Planned and executed promotional activities with key power retailers across the UAE.
• Drove brand visibility, market share improvement, and distribution expansion.

Company industry:
Household Appliances
Job role:
Sales

Country Sales Manager

January 2005 - January 2009

Gandour Group of Companies

Jeddah, Saudi Arabia

January 2005 - January 2009

• Led national sales operations in Saudi Arabia, managing a team of 224 motivated sales professionals.
• Drove brand visibility, market share improvement, and distribution management across KSA.
• Launched new products and executed go-to-market strategies in a highly competitive FMCG market.

Company industry:
FMCG

GCC & Yemen Export Manager

January 2002 - January 2005

Gandour Group of Companies

Beirut, Lebanon

January 2002 - January 2005

• Managed distributor relationships and sales operations across GCC and Yemen markets.
• Drove increases in sales revenue, net profit margin, and gross margin for the export portfolio.
• Forecasted yearly sales targets and monitored YTD performance vs targets on a monthly basis.

Company industry:
FMCG

Key Accounts Sales Manager

January 2000 - January 2001

Sell Fast Household Appliances SARL

Beirut, Lebanon

January 2000 - January 2001

• Developed and grew existing and new key accounts across the Lebanese market.
• Managed trade relationships with major modern trade retailers.

Company industry:
Household Appliances

Education

Lebanese American University

July 2001

July 2001

Bachelor's degree, Business And Marketing

Lebanon

Lebanese American University

January 2001

January 2001

Bachelor's degree, Business Marketing

Lebanon

Skills

BUSINESS DEVELOPMENT
Intermediate
BUSINESS DEVELOPMENT
Intermediate
CUSTOMER RELATIONSHIP MANAGEMENT
Intermediate
CUSTOMER RELATIONSHIP MANAGEMENT
Intermediate
FAST MOVING CONSUMER GOODS
Intermediate
FAST MOVING CONSUMER GOODS
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
MANAGEMENT
Intermediate
MANAGEMENT
Intermediate
OPERATIONS
Intermediate
OPERATIONS
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
SALES
Intermediate
SALES
Intermediate
SALES MANAGEMENT
Intermediate
SALES MANAGEMENT
Intermediate
STRATEGIC PLANNING
Intermediate
STRATEGIC PLANNING
Intermediate

Training and Certifications

Training
Neuro Linguistic Programing
Sam Eid
Jan 2025

Hobbies

  • Drawing