Usama El Gohary

Formulated a new FMCG company and designed effective business plan for procurement, production and distribution divisions to efficiently manage a turnover of AED 175 million by end of 2023. Company currently manages 12 private label Brands with 220 SKUs, all of which were developed in the past 9 months.
Provide leadership and executive guidance focusing on sales, RTM, operations, marketing, finance, HR, production, new product launches, built distribution infrastructure, streamlining of distribution network, roll out of business expansion plans and handling the overall responsibility for the entire Profit & Loss management of AWS Distribution.
Monitored the internal processes to ensure adherence to the quality parameters set by the management for manufacture of products with the desired quality standards.
Coordinated with the various departments to ensure timely dispatch of goods to clients as per the orders complying with the terms and conditions of the organization.
Analyzed big data, conducted research on competitor activities and market trends to explore new opportunities to expand business through exports to the GCC region.
Engage the personnel from product management, marketing and sales to optimize the marketing mix with the
aim to maximize the revenue generation and profitability.
Ensured maximum utilization of the available human resources with the Right Person for the Right Position to enhance the overall productivity adhering to the quality standards set by the management.
Created and sustained an environment that encouraged development opportunities, implementing management techniques and career development pathways.

• Provide leadership and executive guidance focusing on sales, marketing, finance, production and handling the overall responsibility for the entire Profit & Loss management of Union Beverages.
• Engage the personnel from product management, marketing and sales to optimize the marketing mix with the aim to maximize the revenue generation and profitability.
• Setting clear RTM strategy “Different Distributors for Different Channels” to implement the business expansion plans and enhancing the distribution network.
• Analyzed big data, conducted research on competitor activities and market trends to explore new opportunities to expand business through exports to the GCC region.
• Lead and coordinate with the distributors the overall trade marketing activities including product promotion and product sampling.
• Ensured maximum utilization of the available human resources with the Right Person for the Right Position to enhance the overall productivity adhering to the quality standards set by the management.

Analyzed sales data, market trends to design effective business plan for production and distribution divisions to efficiently manage a turnover of AED 166 million by end of 2019.
•Researched and developed 4 new products for maximum truck utilization and to cater to the market needs and customer demands for launch in September & December 2018, namely Emirates Sky Tissue, Emirates Sunflower Oil, Emirates Basmati Rice & Emirates Club Soda.
•Successfully developed B2B transactions through professional negotiation with high volume potential distributors including Star Cola, Canada Dry, GCC & Africans exporters to endorse the Emirates Group existing brands with private label and Co Pack option.
•Deliberated on the prospects for 3rd Party delivery options for the convenience stores including ENOC, ZOOM, ADNOC, SK, 7/11 & ALL DAY to propose solutions enabling a B/L saving of up-to 25 % distribution costs.

Key Responsibilities:
•Provide leadership and executive guidance focusing on production, sales, marketing, finance and human resources, handling the overall responsibility for the entire Profit & Loss management of the organization.
•Coordinate with the various internal departments to devise action plans focusing on the production and distribution departments to ensure adequate availability of inventory and prevent overstocking.
•Engage the personnel from product management, marketing, sales, customer service and distribution departments to optimize the marketing mix with the aim to maximize the revenue generation and profitability throughout the product life cycle.
•Maintain the balance between the physical and financial connections between company and customers in a sustainable way monitoring Cost & Service/Business contribution.
•Analyze the various internal processes to explore opportunity for cost cutting and at the same time ensure improved services to the customer network.
•Strategically widen Coverage & Distribution network implementing aggressive expansion plans to enhance market penetration and increasethe product visibility.
•Build strong business relationship with the prospective modern trade customers and major players in the retail industry including MAF Carrefour, EMKE Lulu, and Union Cooperative Society with the aim to capture a large chunk of the market share.
•Initiate process improvement drives to streamline departmental operations and integrate high-end systems for seamless work flow on a day to day basis.
•Review the entire processes of billing, invoicing and accounts receivable management focusing on reducing the overall time period for payment recovery.

Played a pivotal role in the successful launch of Frozen Ready-to-Eat brand in Modern Trade and Traditional Trade markets across UAE with more than 600 distribution points.
•Ensured to enable listing of FrozenRTE Meal in Carrefour, Lulu and Union Coop within a span of a months’ time fulfilling all the legal terms and conditions.
•Implemented business expansion plans by enhancing the distribution network of Frozen RTE Meals with12 Modern Trade groups spread across UAE within 3 months of starting of operations.
•Established a robust and result oriented team through recruitment of professional and talented manpower with 140 sales and distribution staff conducting 3 walk-in interviews.
•Officiated the food tasting of Chilled RTE meals available in the market and led the team to help materialize a new set of Chilled RTE meals carrying the Class A brand - iQuality.
•Launched iQuality Chilled RTE Meals during the second year of retail operation targeting800outlets to ensure appropriate market penetration focusing on the targeted customer audience.

Key Responsibilities:
•Managed the entire strategic planning of operations, new product launches, streamlining of distribution network and roll out of business expansion plans.
•Took initiatives to strategically identify high potential customers and successfully recruited to lead startup of FMCG distribution in UAE Market and launched brands iQuality in all convenience stores channels.
•Enhanced the product mix and portfolio focusing on the current market trends and customer needs to maximize the investment and profitability for the organization.
•Planned to roll out a strategic framework focusing on the UAE FMCG market and monitored the day to day activities to ensure meeting the set timelines and targets assigned by the management.
•Analyzed big data, conducted research on competitor activities and market trends to explore new opportunities to expand business through exports to the GCC region.
•Ensured maximum utilization of the available human resources with the Right Person for the Right Position to enhance the overall productivity adhering to the quality standards set by the management.
•Trained, mentored, groomed and supported internal talents to take up higher responsibilities as per the organization’s objective to promote cross-functionality of work.
•In charge to lead the overall trade marketing activities including product promotion and product sampling during the prelaunch, launch and post launch period for Frozn RET Meal.
•Coordinated and monitored at frequent intervals to ensure efficient conduct of market surveys on Chilled Ready to Eat category for further deliberation and assessment.

Highlights:
• Played a pivotal role in the successful launch of Frozen Ready-to-Eat brand in Modern Trade and Traditional Trade markets across UAE with more than 600 distribution points.
• Ensured to enable listing of FrozenRTE Meal in Carrefour, Lulu and Union Coop within a span of a months’ time fulfilling all the legal terms and conditions.
• Implemented business expansion plans by enhancing the distribution network of Frozen RTE Meals with12 Modern Trade groups spread across UAE within 3 months of starting of operations.
• Established a robust and result oriented team through recruitment of professional and talented manpower with 140 sales and distribution staff conducting 3 walk-in interviews.
• Officiated the food tasting of Chilled RTE meals available in the market and led the team to help materialize a new set of Chilled RTE meals carrying the Class A brand - iQuality.
• Launched iQuality Chilled RTE Meals during the second year of retail operation targeting800outlets to ensure appropriate market penetration focusing on the targeted customer audience.

Key Responsibilities:
• Managed the entire strategic planning of operations, new product launches, streamlining of distribution network and roll out of business expansion plans.
• Took initiatives to strategically identify high potential customers and successfully recruited to lead startup of FMCG distribution in UAE Market and launched brands iQuality in all convenience stores channels.
• Enhanced the product mix and portfolio focusing on the current market trends and customer needs to maximize the investment and profitability for the organization.
• Planned to roll out a strategic framework focusing on the UAE FMCG market and monitored the day to day activities to ensure meeting the set timelines and targets assigned by the management.
• Analyzed big data, conducted research on competitor activities and market trends to explore new opportunities to expand business through exports to the GCC region.
• Ensured maximum utilization of the available human resources with the Right Person for the Right Position to enhance the overall productivity adhering to the quality standards set by the management.
• Trained, mentored, groomed and supported internal talents to take up higher responsibilities as per the organization’s objective to promote cross-functionality of work.
• In charge to lead the overall trade marketing activities including product promotion and product sampling during the prelaunch, launch and post launch period for Frozen RET Meal.
• Coordinated and monitored at frequent intervals to ensure efficient conduct of market surveys on Chilled Ready to Eat category for further deliberation and assessment.

Functioning as the Regional Manager completely focused on the maximization of market penetration for all NFPC brands in the Dubai region - Gulf & Safa Dairy, Milco Dairy, LACNOR Fruit Juice, and Oasis Pure Water
•Engineered the processes of restructuring of sales operations from CTL to region business unit, aligning sales methodologies with pre-defined targets and achieved the organizational goals and objectives.
•Implemented marketing plans strategically designed by the management and followed up the day to day operational activities to ensure achievement of pre sales, marketing and operational objectives of the company.
•Successfully managed the transformation of DXB direct distribution routes to Pre sell with AED 10 million in forecasted saving, striking a balance between company operations, Sales, Distribution and Supply Chain.
•Developed new petro mart channel for the company, assisted in re-setting the distribution strategy and fuelled the organizational business expansion plans.

Key Responsibilities:
•Analyzed market potential to maximize the market penetration for all the organizational brands including Gulf & Safa Dairy, Milco Dairy, LACNOR Fruit Juice and Oasis Pure Water spread across Dubai region.
•Designed strategic plans with the aim to profitably expand business to enhance the overall sales, consolidating the existing business and explore the opportunities available within the market place.
•Accounted for the appropriate handling of sales management, S&D, P&L management catering to the Dubai region companies, Gulf & Safa Dairy, Milco Dairy, LACNOR Fruit Juice and Oasis Pure Water.
•Enabled business growth through expansion of operations and achieved the targets set by the management with initiation of industry best sales management techniques.
•Developed new Petro mart channel for the company, took lead in assisting for re-setting the distribution strategy, and fuelling the company’s business expansion.
•Reviewed the overall sales performance and compared with the set goals, ensuring adequate stock availability and motivated the sales force to meet their respective individual sales targets.
•Conducted review meetings with the sales team members to update on the status of their individual and team achievement, provided constructive feedback and worked to encourage performance enhancement.
•Established and developed NFPC Sales Academy to conduct a monthly formal sales training for all sales team.
•Built and nurtured healthy employee relations, giving way to a collaborative work culture in the company and initiated to better business processes.

Strategically implemented action plans to transform the loss making mineral water business into a profit making enterprise through well directed sales planning and persistent team efforts.
•Negotiated the exclusive distribution contract agreement with Canada Dry Products to garner a profit margin of 20%.
•Reviewed and evaluated current RTM to design and implement an improved system that led to an enhanced productivity and reduction in distribution cost by converting Muscat distribution from DD to pre-sell.
•Explored 3rd Party delivery options and proposed solutions targeting a B/L saving of 10% distribution costs.

Key Responsibilities:
•Managed the entire sales operations of the region to enhance the overall work efficiency, market penetration, building robust dealer network and focused on the market trends and customer needs.
•Played a critical role for the development and definition of marketing budgets and made allocations to suit the needs and delivered pre-set business volumes.
•Liaised with the Key Account team to roll-out annual business strategies for the company’s existing accounts and market Red Bull in an effective way to generate consistent growth in business and sales turnover.
•Reviewed and monitored sales team performance, gave individual feedback and assisted employees in preparing developmental plans for the future.