Group Commercial Director and Board Member
MAC Beverages Group
Total years of experience :28 years, 10 Months
Position Key Strategic Priorities and Direction:
Work closely with the group as well as senior management in each territory to achieve the Group vision:
“To be the Leading Beverage Company in in Africa and the Middle East”
through 5 strategic pillars:
1- Consumer
2- Commercial Leadership
3- Technical
4- People
5- Finance
My role is to achieve our goals thus Winning in 7 well defined aspects of the business which should be reflected in detailed BP:
1. Brands and Portfolio:
3 Tier SB Portfolio Model:
a-Core SB Brands, led by brand Coca-Cola
b-Premium SB Brands, under Schweppes
c-Value SB Brands, under Canada Dry umbrella
2. A differentiated OBPPC
3. Execution Excellence - “A Competitive Edge”: Put our Triple “A” strategy into action
4. Turning Supply chain into a culture: Creating an end-to-end SC culture is key to achieve our vision
5. Venturing into White Spaces: Develop criteria to venture into volume/value potential white space
6. Bottling Landscape: Consolidate business to be capable of addressing our 3 Tier portfolio strategy
7. Profitability: Enhancing system to reach our Economic Profit targets
Instrumental in joint marketing projects, investment and development in The Region (6 Gulf Countries, Lebanon and Jordan) of all business with our global international partners. Cover all aspects of the soft drinks and other beverages business from concentrate sales, P&L to consumer marketing. The account portfolio includes Burger King, Quick Service Restaurants, Cinemas Channel, Hotels, catering companies and Casual Dinning which are considered important and autonomous business unit in the Division. Responsible for: Strategy - Tactics - Investment - Profit -Innovation - Marketing and Training. Also responsibilities include development of the overall fountain segment as well as company and bottler personnel.