Feb 2022 – Nov 2022 · 9 mos · Dubai, United Arab Emirates

Jan 2020 – May 2021 · 1 yr 4 mos

• Deliver “Quality Growth” and restore “Operational Excellence” through creating efficiencies and driving strategic directions for the organization, with the objective of sustainably growing all 8 categories across the developing MEA markets and gaining market share.
• Develop and drive overall brand strategy and strategic marketing plans across the region within the designated categories.
• Develop long term brand and product positioning and strategies designed to enhance brand value and equity.
• Drive new product introduction initiatives and portfolio plans by evaluating market needs, market intelligence and insights that will support products share and category growth.
• Partnering with sales, marketing, and operations to optimize go-to-market strategy, working to define the customer marketing strategy, gathering customer evidence, and driving value throughout the customer journey.
• Manage collaboration with product innovation team to bring new products to the market while proactively leading the progression of new product lines throughout each market.
• Design and deliver customer communications for new products, company announcements and product promotions.
• Develop and drive overall brand strategy and brand positioning across marketing and marketing communication in support of all business objectives.
• Create and design Channel Activation plans and develop execution enablers, tools and equipment.
• Drive Revenue Management agenda across 4 pillars of Pricing, Mix, Trade ROI & Trade Arch.
• Develop Category Leadership capabilities/mindset across associates and distributors.

Jul 2017 – Jan 2020 · 2 yrs 6 mos

• Build effective RTM (Route to Market) strategies to align marketing, sales, and distribution in order to optimize spending in these areas.
• Delivers against operational budgets, forecasts, profit targets and key objectives for the business.
• Develop and activate national and international marketplace initiatives and promotions to build brand development and maximize brand performance.
• Develop long-term strategy, short-term goals, sales plans, and profit targets.
• Forming sales strategies to keep the company competitive and innovative.
• Accurately forecasting future sales and forming sales plans to adapt to constant shifts in the marketplace.
• Maximizing new business development opportunities.
• Managing, developing and mentoring a high-performing regional team across sales, trade marketing and customer operations.

Sep 2016 – Jul 2017 · 10 mos

• Full P&L responsibility for the Gum and Fruity confectionary businesses.
• Design and deploy a fully integrated RTM strategy for the business for the next 3-5 years.
• Develop and execute Wrigley MENA’s accelerated growth strategy in KSA through the direct management of the Wrigley sales team and distributor, with the objectives of growing the Gum & Fruity confectionary categories and gaining market share.
• Responsible for sharpening and deploying the short-term and long-term growth strategies while leveraging the distributor and Wrigley's organizations to deliver against market growth aspirations.
• Building a rich talent pipeline through strong line management, capability building, and embedding a culture of engagement and empowerment.

Feb 2014 – Sep 2016 · 2 yrs 7 mos

Apr 2012 – Jan 2014 · 1 yr 9 mos · Egypt

• Develop and execute strategic business plans and GTMS (go-to-market strategies) for different channels based on customer/consumer needs & channel requirements.
• Coach, develop and mentor a cross functional team to achieve set KPI's & execute set strategies. This team includes Marketing, Trade Marketing & Sales Team members.
• Create plans for different regions which are developed within agreed budgets through various Trade Activities like (Loyalty Programs, TAS "Trade Allowance Systems", Key Contracts, Business/Accounts' Plans & Promotion/Offers).
• Lead the innovation master plan thinking across the region and leading full multi-functional team from product R&D, product Supply, Engineering, Finance, Sales and Market Research to deliver a strong innovation pipeline for the markets.
• Managing the P & L including top line, bottom line with efficient resource utilization.
• Demand Planning & forecasting with Supply Chain team by a professional S&OP set process.

Jun 2010 – Mar 2012 · 1 yr 9 mos · Egypt

• Build and maintain strong relationships with customer and key stakeholders.
• Responsible for defining mid-term channel strategy, set, monitor & achieve sales targets, managing both short- and long-term results.
• Maximize existing business and seek for new opportunities both with existing and new customers.
• Full customer P&L Management (First and Second level agreements, category mix, etc.).
• Functionally lead store agents to maximize results on field.
• Lead KAMs team: training, development, mentoring, feedback.
• Collect and analyze sales data and trends.
• Build and execute sales and marketing plans.

Jun 2008 – Nov 2009 · 1 yr 5 mos · Egypt

• Effectively Coach, develop, energize & enable a team of Key Accounts Managers.
• Develop & implement a go to market strategy that helps improve customer/product mix, optimize gross to net & deliver profitable growth.
• Unlock market share growth through ensuring implementation of solid DPSM (Distribution, Pricing, Shelving & Merchandising) fundamentals across all product groups & customers.
• Build & nurture strategic top to top relationships with all key account customers.
• Work closely with RTM manager to improve/optimize efficiency & effectiveness of in-store trade coverage within the Modern trade channel.
• Embed & foster a data-driven culture in respect to customer/product analysis, planning & execution.
• Ensure flawless & timely planning & execution of New Product Launches across all key account customers.
• Take part in building the commercial policy & negotiating & closing annual contract agreements with Key customers in line with preset commercial policy.
• Driving robust joint business planning process with top customers.

May 2003 – Feb 2008 · 4 yrs 9 mos · Egypt

• Promoted from Sales Executive to Area Sales Manager & Sales Operations Manager in 2004.
• Managing the total customer interface ensuring on-going development and profitable growth across the categories.
• Leading and participating in the development of the company's Annual Planning process for all categories. Formulating plans to obtain agreed listings, distribution, and shelf positioning.
• Evaluating customer tactics, plan implementation & recommendations to improve for the future.
• Maximizing sales results at the lowest cost by applying effective sales/marketing strategies, effectively negotiating trade promotions, and demonstrating effective budget management. This includes implementation of tactics that are developed through a shared planning process with fellow account teams, brand, trade marketing, supply chain and field sales, managing account spending efficiently and delivering targets within allocated budgets.
• Maintaining excellent trade relations and customer support for brands through effective execution of brand strategy in combination with complete understanding of the customer’s unique needs and the marketplace conditions.