Regional Director & Head of Business Development
Al Kafaa Ltd
Total years of experience :23 years, 9 Months
Career Development
Al Kafaa Limited Company
January 2016 - Present
Regional Manager - Western Region & Head of Business Development
Al Kafaa started its operations in 1982 as a leading steel stockiest company. We are one of the leading ISO 9001:2008
certified organization engaged in stocking and distributing a quality range of all types of Carbon and Stainless Steel
Products. We have pipes, Fitting, Flanges, SS304/316 & Aluminum Sheets/Plates, Bars & Compression Tubes.
All our Products are widely used in different industries such as Oil Industries, Refineries, Desalination Plants, Mining and
Minerals industries, Gas Plants, Petro-Chemicals, Pharmaceuticals, and Food industries.
Product line
1. Stainless Steel Pipe (welded & seamless) (304/316) (Approved /Non Approved)
2. Aluminum plate
3. Stainless Steel Sheet Plate (304/316)
4. Ss angle bar (304/316)
5. Ss Flat bar (304/316)
6. SS Fittings (forged & butt weld) (304/316) (Approved /Non Approved)
7. SS Elbow /SS Flange / CS Elbow /CS Flange
8. Carbon Steel Pipe (welded & seamless) (Approved /Non Approved)
Essential Role Responsibilities & Achievements:
Job Purpose:
Monitor and analyze market needs and trends, and develop market intelligence on clients, projects and competitors.
Lead the development of overall KLC sales, marketing and PR strategy in line with KLC corporate direction and strategy;
set sales targets and quotas and lead Sales & Marketing team to meet them, measure and maximize customer satisfaction
and develop corporate communications.
Job Dimensions:
Number of staff Managed: Direct Reporters: 6
Total: 6
Description KPI (Key Performance Indicators)
Strategy and Planning:
Responsible for improving a company's market position and maximizing its financial growth in Western Region.
Define strategic goals, liaise with clients as business partners, identity new business opportunities, and keep up to date with competitors-Suppliers-Pricing & market trends.
Solve ongoing stock depletion and logistics problem resulting in successful resolution of issue and multiple additional orders from customer.
Developed and implemented business plan and marketing strategy for pipe & Aluminum market.
Negotiate & confirm all sales offers for RFQs received by sales staff.
Build customer acquisition strategy that generate consistent monthly growth of at least 10%
Improving sales funnel from awareness to conversion and double account activation rates.
Client Relationship Management with non-traditional approach with customers.
Creating competitive advantage by taking the lesson learned from one industry and applying to others.
A deal influencer with an objective of revenue generation in western region market.
Apply various sets of KPIs for the sales staff.
Advise sales on cost + strategy as a case to case approach.
Timely completion of sales forecasts, plan, policies, processes and procedures.
Securing Bids, Tenders, and Contracts for the supply of stock & non-stock materials.
Hence managing the pricing policy with the procurement & finance dept.
Overseeing forecast & ordering with the help of sales & supply chain management team.
Managing credit / cash collection staff.
Managing team of dedicated customer service staff and ensuring a healthy business environment within the company.
Evaluating performance of the sales force based on the actual sales results.
Facilitating top management with the key facts and figures advising them to take timely decision for directly affecting and controlling company’s performance Sales & Marketing Department’s Activities.
Ensure constant pursuit of market development and growth by reaching new customers and approvals.
Manage and coordinate Jeddah territory sales teams to ensure implementation of sales
and client approvals plans for all KLC products in target markets
Liaising & Networking with employees from other companies and potential customers.
Reporting to CEO
Tijan petroleum company LTD one of the pioneer national companies founded by renowned family of the Kingdom - Al Khayat Family. Actual main lines of business are:
- Oil Trading & Transport,
- Companies Representation to KSA market
- Renewable Energy
Very long & successful relationship with Chinese & Indian Companies: developed good relations with major ministries, contractors/foreign partners/clients i.e. Saudi Aramco, Sabic, Royal Commission-Jubail & Yanbu, KFUPM, Jeddah Port Authority, SEC, Saudi Arabian Railway Co., Saudi Airlines & leading consultants in Saudi Arabia.
Developed new business opportunities
Responsible for Business Development in various verticals & Liaison with foreign partners in Kingdom of Saudi Arabia.
Sourcing of projects - Voice of customer - Voice of market - Voice of competitor - Market Intelligence - Due Diligence.
Established criteria on case by case basis for the selection of joint venture partners/collaborations & negotiated/analyzed agreements and contracts.
Advised Management team on all issues related to Business Development & served on planning and policy-making.
Advised partners on business dynamics, macro & micro environment factors, market conditions, legal requirements and & validated the baseline status of each project.
Created strong client pipeline by targeting Engineering Procurement Construction projects across the kingdom and build relationships with ministry authorities & consultants.
Created Business Plans & Strategy presentations for partner meetings that highlight the benefits of partnering with the company.
Formed MoU with Indian, Chinese companies in Civil, Industrial, Renewable Energy sector in KSA & MENA & South East Asian¬¬ region.
Report to Vice President - Business Development
Ensuring customer centricity
As the client facing organization ensuring that the organization and its services are consistently presented in a strong, positive image to the owners.
Reducing customer churn rate by driving customer centricity in the organization using six sigma methodologies.
Participated & Facilitated in tenders & bids with partners and secured projects worth MN of USD & developed opportunities through market intelligence and business relationships with decision makers.
Supported the strategic planning process and performed SWOT analysis on regular intervals.
Provided facilitation & administration support & participated in securing mega projects to our partners in Saudi Arabia MENA Region & India.
Adherence and strengthening Internal processes
Leads business process improvement projects where Six Sigma approach is indicated.
Successfully completed high-impact projects that resulted in tangible benefit for the company.
Undertook preliminary studies to establish & confirm the economic feasibility and financial viability of projects worth more than 200+ Million USD.
Ensuring timely proposal turnaround by providing inputs towards proposals which are based on client understanding. (technical and price expectations)
Providing inputs towards developing budget for promotional activities like trade fairs etc., detailing projected spend on business development activities
Ensuring adherence to other internal processes like performance appraisals, etc.
Achieved certification standards for ISO 9001:2008 for the company & remained Management Representative till date.
Direct and coordinate company sales and marketing functions & technology aspects within MIS Information System
Develop and coordinate sales selling cycle and methodology
Direct and oversee the company marketing function to identify and develop new customers for products and services
Research and develop strategies and plans which identify marketing opportunities, direct marketing, and new project development
Analyze and evaluate the effectiveness of sales, methods, costs, and results
Develop and manage sales and marketing budgets, and oversee the development and management of internal operating budgets
Directly manage major and critical developing client accounts, and coordinate the management of all other accounts
Participate in the development of new project proposals
Establish and implement short- and long-range goals, objectives, policies, and operating procedures
Supervise the planning and development of company marketing and communications materials
Supervise the preparation, issuance, and delivery of sales materials, exhibits, and promotion programs
Promote positive relations with partners, vendors, and distributors
Recommend and administer policies and procedures to enhance operations
Serve on planning and policy-making committees
Prime responsibility was to develop the market for following product:
Principals’ profile & product details:
CORTEC CORP, USA Corrosion Inhibitors, Water Treatment Chem., Protective Coatings
Applications:
UPSTREAM-
Oil and gas drilling and completion fluids - Sub-sea pipelines, risers and separators - Hydrate control - Oxygen scavenger - Crystaline modifiers - Production chemicals - foam based under balanced drilling
DOWNSTREAM-
• Refinery crude storage - Overheads, condensers, accumulators, morpholine replacement - Organic sulfite replacement - Lubes - Amine systems
PETROCHEMICALS-
• Polymerization Processes - Acid process control - High alloy systems - Quench water control
FUEL/LUBES
- Turbine transmission lubes - Product storage - Product transmission lines - Fuel system layup - Protect storage tanks and process equipment.
May 1998-2000: South Eastern University, London - UK, London, United Kingdom Bachelor's degree/ International Business Management - Marketing Management, Organizational Behavior
Bachelor's degree in Commerce/Accounts & Economics Specialization in Commerce and Accountancy from July 1995 to June 1998 at Osmania University, Hyderabad-India
High School from International Indian School, Jeddah KSA
