• Built, developed and activated a distribution line for the company by creating a distribution strategy with a vision, mission and direct approach to the UAE Market. • Led and directed overall business P&L and operation with profit-centred aptitude; developed and implemented effective strategies for delivering top-line and bottom-line targets. Grew revenue from 6M AED to 21M AED in 3 years.• Negotiated and signed contracts with 7 international companies to take their exclusive distribution rights in the MENA region. Singed exclusive distribution agreements with local players for the school’s channel. • Approached and activated the products in Key Accounts, Convince Stores, E-commerce, Traditional Trade and Export Channels like: Carrefour, Spinneys & Waitrose, Lulu, Maya, LIFCO, Choithrams, Kibsons, Noon, Amazon, Seven Eleven, Circle K & Zoom. • Created on line and in store activation programs to promote the products, create consumer awareness and increase market share.• Designed and implemented the Shared Merchandising Model in Carrefour. Increase the GP of the channel by 28%• Designed, Build and implemented Merchandising Academy in the company to employ raw talent in the company that matches the Budget and train them on all skills and KPIs needed to execute client’s needs in the market.

• Increased the efficiency of UAE channels and routes. Enhanced sales performance, customer retention and market share growth. • Performed business analysis to identify sales opportunities which resulted in the development of three new channels: E-commerce, Private Label and Petrol Stations (Convenience Stores) that generated additional revenue of 1.5% per year.• Spearheaded efforts to retain and grow the key account business and customer portfolio; developed and maintained a commercially driven strategic approach to account and relationship management.• In-charge of business development activities of the company, ensuring that financial objectives for the region and channels are reached.• Led and guided the sales team in closing business deals, monitored the sales performance based on assigned targets, and ensured sales activities are in accordance with the sales objectives and quotas.• Targeted prospective clients representing highest potential and sustainable revenue, managed profitable sales to new and existing accounts, and ensured achievement of business growth objectives.• Conducted market research and studies to ascertain the company’s market standing, identified new areas for business development, and collaborated with distributors to expand the customer base and volume achievement.

· Efficiently transformed the company from a manufacturer and trader to a manufacturer and direct distributor by developing a plan to identify the products and mechanics of implementing a direct distribution system.· Successfully negotiated and closed B2B and B2C deals with existing and new clients like Carrefour, Co-op, Emirates Airlines, Etihad Airlines as well as identified new potential customers and negotiated their activation including UN suppliers for Iraq, Afghanistan & Africa. · Developed and implemented sales strategies and monitored daily, weekly and monthly performance.· Conducted extensive market research to understand the market dynamics, analysed competitor moves to generate market-share metrics, identified business opportunities and developed plans to capture market share.

• Identified and capitalized upon the opportunity to deliver a Global Agricultural Fodder Technology to the UAE market. • Developed complete fodder-based solutions targeted to potential clients to maximize customer value and sales, including a Build, Operate and Transfer (“BOT”) solution for large corporate clients with value of 13M AED• Successfully won key tenders with the Abu Dhabi Government (Farmers Service Centre), Crown Price Court (Abu Dhabi), Ministry of Water and Environment (UAE), Ministry of Agriculture (Oman) and became main supplier of hydroponic systems with sales over 20M AED • Built and maintained healthy business relations with customers/key accounts to ensure sales growth; conducted surveys for the customers’ opinions on the shop products offered and prices.

• Represented the ADMZ by playing a vital role in the growth and development of the twofour54 Training Academy in the region. • Provided value-based training solutions to partners and customers in Saudi Arabia, Oman, Yemen, Jordan and Sudan. Sign contract with multiple media entities like, Saudi TV, Al Okaz Newspaper (Saudi Arabia), Sudan Broadcast & Jordan TV. • Represent the twofour54 Training Academy with key partners; Reuters, BBC and Thomson Foundation. • Work on the pricing strategy for courses on offer.• Develop strong relation with Key accounts in the area to build on short term and long-term business.• Develop and design complex sales proposals that are offered to the Mega customers.

• Established and implemented RED (Right Execution Daily) in UAE and Oman which is an operation system built to track, modify and develop the market and the sales force from the execution point of view. This has led directly to an increase in market Share. • Supervised the implementation of the "Coke Side of Life" campaign in UAE and Oman. • Launched several new beverages (Burn Energy drinks, Thumps Up PET, 1L PET and Fanta Light) in UAE and Oman. • Established and implemented the weighted outlet concept in UAE general trade and restructured the routes. • Enhancing brand equity with sustained business development activities, backed by superior customer service and extensive networking with major business sources. Creating product demand and awareness through launching customer awareness campaigns, loyalty programs and promotional calendars.• Budgeting departmental overheads and expenditures. Analysing margin minder sales data and implementing key strategic decisions to reduce costs, increase distributions and ensure customer satisfaction.

• Created various display units for new product launches and promotion packs for key accounts.• Analysed and implemented the category management for Carrefour.• Devised and implemented a complete structure for the self-service channel, from delivery process, number of delivery vehicles, which outlets to cover and execution within the outlets. • Enhanced the sales team's professional skills by giving them both the Building Blocks Course and Selling Edge Course.• Managed the overall trade marketing portfolio and interfaced with regional managers to identify key relevant requirements, and create confluence product solutions to prevent incompatibility in service and product flow.• Analysed, developed and recommended promotional approaches necessary to meet product launching requirements for new or improved products.

• Spearheaded a team of sales professionals across diverse profiles (sales, marketing and distribution) to execute projects and achieve projected business and sales targets. Positioned products and participated in their launching and promotion.• Identified primary thrust areas of business through global and domestic market surveys and analysis. Implemented strategic marketing and business development measures to optimize sales, volume distribution and customer service.• Conducted monthly sales forecasts, performed sales analysis and implemented key strategic decisions to reduce cost.