managing director
CMS ME&A ltd
Total years of experience :33 years, 3 Months
regional sales and marketing of construction material over MEA region
GROHE the world's leading provider of sanitary fittings. GROHE relies on its brand values quality, technology, design and responsibility. The GROHE Group employs some 9, 000 people on average worldwide. GROHE Middle East & Africa, HQ in Cyprus operating through 18 offices across the region, active in 54 markets, Africa, Middle East Levant, East Med, 200 employees.
Regional Marketing Director - May 2002 - Dec 2013
I introduced in 2002 the end user approach to the sanitary business inspired from the FMCG approaches and processes. Today Grohe is considered as a household consumer brand rather than a dull sanitary fixture. Managed to launch multi channel sales and marketing strategies, Retail (Showrooms and OTC's), Project, Wholesale and DIY.
Triangulate sales forecasts launch plans and markets in order to optimize order intake and sell out from the various channels while preserving and increasing the profitability of the company and the group (Direct P&L responsibility) . Set sales strategies with marketing focus thus achieving sales numbers, distribution branding brand awareness and image within the sales channel.
• Managed built and established the brand over a vast region of more than 50 markets (multi-national, cultural & lingual) . Africa, Middle East, Gulf, Levant, East Med up to Pakistan & Turkey.
• Managed to set trends within the industry leveraging mediums and techniques staying ahead from the closest competitor at all time in sales distribution marketing promos training
• Managed Marketing budgets (campaigns sales activations), improved margin (through management of product mix), achieved sales targets (double digit growth), developed markets/channels of distribution (>2500 point of sales)
• Developed multi channel sales networks in established markets as well as new emerging ones (Retail, Wholesale, Project, DIY, and nontraditional channels)
• Launched hundreds of new products within the multi channels network of distribution
• Launched successful CSR and sustainability campaigns in various markets, thus putting the brand on the region CSR map since over a decade.
• Developed tools modules, launch sales and marketing plans that were best practice within Grohe and applied worldwide (namely key account management plans, distribution network strategies, events, campaigns)
• Planed and launched successful sales promotions / activations with direct positive impact on sales/margin (>20m sales in 3 days)
• Launched the ECRM/CRM program for showrooms and OTC as well as a data base of >50k endorsers
• Finalized the blue print for the digital plan 2013 2014
Regional Sales Manager - North Africa - Dec 2003 - Dec 2008
Covering the markets of Morocco Tunisia, Algeria, Libya and Sudan (In parallel to the Marketing responsibility), operating from Cyprus with regular market visits to the 5 countries.
Responsibilities were to develop these markets / channels thus securing Retail Wholesale and Project, launch and establish the brand in the distribution channels. Acquire new dealers and sub-dealers, exploit / develop new channels of distribution, build solid base for the brand in these markets, penetrate projects, securing high success rate in the project business. At the same time in parallel build the brand towards end users as well as professionals, motivate the dealers, importers, as well as sales team of showrooms.
• Tripled sales in 3 years in the 5 markets
• Established distribution network in Morocco, introduced multi dealers and sub-dealers in Libya and Tunisia
• Launched the brand in Sudan
• Won prestigious projects in Marrakesh and Tunisia
• Launched successful sales activations in Morocco and Tunis with direct impact on order intake
Food & Drug Corporation (FDC)
Among the top 3 Agents and distributors of fast moving consumer goods in Lebanon, with more than 3 generic, 5 leading brands, and many others on the growth cycle. A successful group achieving double digit growth year on year for the last 7 to 8 years continuous, despite the turmoil of the country.
FDC, Marketing Manager - Lebanon March 1993 - May 2002
Manage a portfolio of 14 different brands (Over 350 SKU's), among which, Parmalat, Canderel, Vape, Nutricia. Coordinate and consolidate all marketing related issues, like A & P budgets, and Sales forecast, between the marketing department from one side, and the sales, finance and administration departments on the other. Prepare and program data bases: sales forecast, sales reports, distribution reports per area, sales statistics, A & P expenditures, media studies Visit on yearly basis international trade fairs and identifies potential products for the Lebanese market.
• Launched and established many brands in the market which reached leading positions in less than 5 years.
• Contributed to the overall growth of the company, securing a perfect mix of high sales and high margin (double digit growth for more than 8 years in a row)
• Successfully implemented the merger between Marketing Services, Spinal and Pharmabel
• Launched at minimum 3 to 5 new brands yearly, with 360 degree support in Marketing and Distribution
• Developed out of the box sales plan and promotion campaigns that yielded excellent returns in sales and margin
FDC / Marketing Services
Agent and distributor of fast moving consumer goods (FMCG)
Marketing Services merged with Pharmabel in 1998 and FDC was the name of the new group
Marketing Product Manager - Lebanon March 1992 - December 1998
Responsible for the development of the main brands of the company contributing > 70% of turn over
• Managed the marketing department with a team of Merchandisers (4) & product managers (4)
• Successfully implemented sales promos and product launches
• Set up the cash van process in the market
Spinneys / Inchcape
Sales Representative - Lebanon January 1991 - February 1992
Agents and Distributor of fast moving consumer goods (FMCG)
Duties were focused on selling a range of products from Batteries to insecticides liquors chocolate, handling the eastern part of Beirut in terms of Supermarkets and minimarkets. This is where my initial career of sales and marketing started.
• Handled both supermarkets and Minimarkets in Eastern part of Beirut sales collection marketing
• Established existing products and successfully achieved high rates of distribution and penetration of new products in channel
• Successfully implemented sales promo generating sales