Wael Genina

• Make the best possible use of IT and business resources to deliver the maximum value and benefits from projects and programs within the company
• Identifying, prioritizing, and coordinating project and program resources engaged with all initiatives.
• Reporting on the state and performance of ongoing projects.
• Supporting CEO at overseeing, managing and leveraging the entire life cycle of investments and initiatives to optimally achieve enterprise goals and objectives.
• Develop and implement a strategy to increases business with the organization’s existing clients and secure new client opportunities
• Lead all levels of the business development lifecycle and pipeline management through prospecting, identification, qualification, and close.
• Develop and present sales and period trend reports regularly and communicates success and future actions

Having owned and operated WILMAR EGYPT CO. in EGYPT, I am very pleased to announce the openning of the first new restaurant- PIZZICA.

PIZZICA is the first brand under the umbrella of WILMAR EGYPT CO. for food & beverage services.

• Build feasibility study for new potential opportunities in the market to open new business opportunities for the company (e.g. Digital solutions, E-sales, m-pay, digital shops, devices sales and accessories)
• Conduct customer and market analysis
• Create and implement performance evaluation for all sales channels and present KPIs report to chief of consumer sales / CEO.
• Develop business development strategies in alignment with company vision and mission (e.g. Retail Optimisation Strategy, Enhance Customer Experience (CEX), Footprint Optimization) that results in cost saving and revenue amplitude.
• Develop RFP / RFQ for new partnership with negotiated terms and condition and in compliance with company procurement standardization.
• Drive brand awareness and sales acquisition toward post-paid products and high value segment customers to increase company revenue and reduce churn.
• Facilitate and play a key role in negotiations for new strategic business partnerships.
• Manage a team of 4 business development mangers and 3 process specialist managers.

• Manage and evaluate contractual agreements and lead negotiations for new clients and partners.
• Manage and maintain the relation between sales channels, business clients and partners
• Manage process team responsible for developing Internal Control Policies and QR reports and facilitate of consumer sales department with internal / external stakeholders.
• Outline strategic direction through creating market insight, developing consumer unit strategy, directing the planning process, and leading “deep dive analysis” consulting projects with internal/ external team.
• Review business performance and efficiency, review financial position, redefine business goals






During the period from 2015until now, the following successful business new opportunities has been concluded with a total of 300 million SAR budget allocated:

• Increase sales customer base 7% in comparison to last year.
• Increase sales activations in all sales channels with incremental growth of 9% over last year for all products portfolio with over achievement.
• New customer acquisition revenue increased by 14% from last year.
• Increase smartphones and accessories sales by 36% by compiling new affiliations with new partners in kingdom of Saudi Arabia (e.g. Axiom, Extra for Electronics and Haddad) with total projection for 2020 business year around 100M SAR and Revenue Sharing of 2.5% brings it to 2.5 million SAR.
• 265% growth over target for digital sales channel with 500 million recharge transaction over web, mobily store, self-service kiosks.

• Build financial and performance dashboard for Consumer Unit Chief with project management monitoring & control of all activities across consumer departments.
• Critically evaluate projects as well as new commercial and investment initiatives by conducting detailed Due Diligence for final approval.
• Dealing with various vendors in software solutions such as Q-matic Sweden, NCR USA and others well known multi-national and local vendors generated in return many opportunities for my company in terms of increasing revenue and enhancing customer experience.
• Drive and manage the optimization strategy for sales department by securing annual savings of 30 million SAR.
• Facilitate and play a key role in negotiations for strategic business partnerships.
• Critically evaluate ad hoc projects and company activities as well as new commercial and investment initiatives by conducting detailed Due Diligence for final approval.
• Manage and lead projects following project management institution practices and standards.
• Mange the relationship between the consumer unit and potential business partners in commercial projects (e.g. NCR, Q-matic, Apple, HP and other sub-partners)
• Setup presentation and meetings with new partners to acquire new partnerships and extend product offerings to reach a wider customer.


During the period from July 2010 until now, the following successful projects has been achieved with a total of 91 million SAR budget allocated:


• Manage and Execute 100 Express Shops Expansion Projects kingdom wide with a total budget of 15 million SAR in 2019
• Manage and Execute more than 34 new kiosk in most prime commercial malls Kingdom wide with a total budget of 4 million SAR contributing for 24% of total retail sales volume in 2019.
• Deploy 100 new generation sim vending machines in more than 100 shop kingdom wide as most strategic digital transformation project in sales unit in 2019.
• Manage and Execute Retail Optimization project to save yearly OPEX expenditures of 20 million SAR.
• Manage and Execute Sales Outlets Expansion Plan Strategy by opening 50 new retail outlets overall the Kingdom of Saudi Arabia which increases revenues by 146.7 million SAR in2013.
• Install 300+ new queuing systems inside all mobily outlets kingdom wide.
• Rollout of e-Contract Project (Automated Process, saving 3 million SAR yearly) in 2011.
Rollout of 17 device zones inside mobily outlets through a partnership with most efficient smartphones suppliers in kingdom of Saudi Arabia (e.g. Axiom, Extra for Electronics and Haddad) with total projection for 2015 business year around 100M SAR and Revenue Sharing of 2.5% brings it to 2.5 million SAR.
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• Deploy 78 payment machines in more than 60 shop kingdom wide to yield a yearly net revenue for digital sales channel 30 million SAR.
• Dealing with various banks such as Saudi Fransi Bank to provide mobily with various solutions such as m-pay devices and span devices across 300+ outlets and more than 700+ free agents for the business segment.
• Generate 151 million revenues SAR from new affiliation with prime malls in KSA through the installation of new kiosk concepts in 42 malls.
• Complete the optimization project for 70+ retail shops kingdom wide based on cost benefit analysis per shop.

Developing the expansion plan for franchise branded outlets with involvement in maintaining channel partner profiles, readiness planning for new outlets and gap analysis
•Working with channels operations management to ensure the swift resolution of inventory issues at franchise branded outlets with the primary focus on minimising inventory levels
•Effectively controlling the franchise concept at outlet level and ensuring a regional presence for communicating new products and services
•Developing mutually beneficial relationships with other departments, franchise branded outlets and channels key account managers
•Contributing to the management of any maintenance issues that may arise within the franchise branded outlets
•Collaborating with the retail and marketing departments to ensure consistency of the marketing message across franchise branded outlets

Travelling extensively throughout Greater Cairo to effectively manage all point-of-sales with the primary focus on maximizing product availability with traders to facilitate target achievement
•Responsible for ensuring that traders are provided with full product training and regular company updates and assisting with merchandising activities
•Periodically tracking sales targets for each trader and organizing highly successful sales events and promotions