Ahmed Saif Email and Phone Number

Versatile, astute, enterprising professional with 26+ years of rich leadership experience in the retail sector with reputable companies in the Middle East in the areas of business development, sales and distribution, regional retail network operations, new store opening, merchandising, advertising and promotions, customer relations management and people management. Extensive experience in the domain of children’s products including toys with expertise in store operations, product category… Show more Versatile, astute, enterprising professional with 26+ years of rich leadership experience in the retail sector with reputable companies in the Middle East in the areas of business development, sales and distribution, regional retail network operations, new store opening, merchandising, advertising and promotions, customer relations management and people management. Extensive experience in the domain of children’s products including toys with expertise in store operations, product category management, sourcing, pricing, positioning and promotions customized to local market dynamics. Show less

• Imtenan is Cairo-based Egyptian brand focused on the production and sale of nutritional and healthy products. Imtenan started as a premium quality honeybee brand in 1982 & is the first to create the Health Store concept in Egypt which was founded in 2005.Imtenan is helping Peoples pursue a healthy and active lifestyle through a wide variety of products including Medicinal Herbs, Supplements, Super foods and Honeybee products & becoming increasingly more visible further afield, in markets as… Show more • Imtenan is Cairo-based Egyptian brand focused on the production and sale of nutritional and healthy products. Imtenan started as a premium quality honeybee brand in 1982 & is the first to create the Health Store concept in Egypt which was founded in 2005.Imtenan is helping Peoples pursue a healthy and active lifestyle through a wide variety of products including Medicinal Herbs, Supplements, Super foods and Honeybee products & becoming increasingly more visible further afield, in markets as diverse as Dubai, Saudi Arabia & Netherlands.Highlights:Establish IMTENSAN KSA as the leading nutritional products company in agreement with IMTENAN Egypt through a very strong commercial focus.Secure that the IMTENAN Concept is implemented as described in the working principles and guidelines developed by IMTENAN Egypt.To achieve the goals set by the Management Board or/and chairman of the IMTENAN for: Sales, Cost and Profit ( profit & Loss ), Operational Cost Target, and Customer Satisfaction, Staff Satisfaction.Managing of IMTENAN Stores/E-Commerce. All Operations managers reports directly to me (based on the number of stores and multi-channel units)Key Achievements:• The overall retail operation is planned, operated and followed up according to a multi-year business plan. • Each IMTENAN store establishes an annual business plan based upon the multi-year business plan made for KSA. • The overall business plan and the stores’ business plans clarify how the IMTENAN management and Store Managers enhance the competitive strength of the IMTENAN product range and reinforces the concept. • Key performance indicators (KPI’s) are set and aligned based on the approved KPI’s • Systems, methods and guidelines stated in IMTENAN Concept Documentation are implemented in the retail operation. • Managers and staff are educated and trained with regards to their responsibilities and tasks. • Set goals, follow up and coach the performance of all store managers. Show less

Company Profile:• TRU & BRU is the world’s leading dedicated toy and baby products retailer with a local franchise partner in Saudi Arabia.Highlights:Managed the Sales and Operations department during a time of change and uncertainty for the Toys R Us brand; maintained morale on the shop floor while delivering sales performance ahead of the market.Key Achievements:• Managed delivery of enhanced in-store ‘experience’ engaging young customers through in-store… Show more Company Profile:• TRU & BRU is the world’s leading dedicated toy and baby products retailer with a local franchise partner in Saudi Arabia.Highlights:Managed the Sales and Operations department during a time of change and uncertainty for the Toys R Us brand; maintained morale on the shop floor while delivering sales performance ahead of the market.Key Achievements:• Managed delivery of enhanced in-store ‘experience’ engaging young customers through in-store activities and festivities, and creating critical ‘point of difference’ with competitors.• Ensured that the stores had a ‘voice’ at company weekly Trading Meetings chaired by CEO, delivering regular analysis of performance and KPI’s and contributing to business trading decisions.• Developed and conducted comprehensive training programs for Saudi staff, significantly improving sales team performance and contributing to retention of best young Saudi staff.• Implemented recruitment strategies to attract and hire competent personnel for all key positions, formulated and administered quarterly individual development plans and conducted annual performance appraisals of direct reports.• Managed the successful opening of 8 new stores in KSA on time and in budget, managing local contractors, coordinating various Head Office departments and recruiting and training local personnel. Show less

Highlights:• Led the establishment of the retail division of NewBoy in Saudi Arabia as the Head of Sales Operation with successful launch in April 2016. Key Responsibilities:• Led the process of recruitment selection and hiring of competent staff to man various positions, training and deployment and performance evaluation and development to build and sustain a high performance team.• Coordinated and supervised all supply chain activities for balancing supply and demand and… Show more Highlights:• Led the establishment of the retail division of NewBoy in Saudi Arabia as the Head of Sales Operation with successful launch in April 2016. Key Responsibilities:• Led the process of recruitment selection and hiring of competent staff to man various positions, training and deployment and performance evaluation and development to build and sustain a high performance team.• Coordinated and supervised all supply chain activities for balancing supply and demand and ensuring availability of the optimum assortment of merchandize across all retail customer touch points.• Produced monthly and quarterly management information reports to apprise the senior leadership team on progress of marketing and sales activities, opportunities for improvement and areas of concern. Show less

• Built and sustained win-win relations with business partners including Panda, Toys “R” Us, Early Learning Center and Hamleys, liaised and interfaced to achieve all shared goals and targets.Key Responsibilities:• Developed and managed a team of promoters to drive business development of the company’s range of products across Saudi Arabia to meet predefined business objectives.• Led the development of the company’s own retail division including acquisition of sites, opening of… Show more • Built and sustained win-win relations with business partners including Panda, Toys “R” Us, Early Learning Center and Hamleys, liaised and interfaced to achieve all shared goals and targets.Key Responsibilities:• Developed and managed a team of promoters to drive business development of the company’s range of products across Saudi Arabia to meet predefined business objectives.• Led the development of the company’s own retail division including acquisition of sites, opening of stores, staffing, merchandizing and launch of operations.• Developed and implemented all processes, systems, policies and procedures required for smooth and flawless distribution and retail operations with high standards of customer service.• Monitored and ensured maintenance of high standards of store ambience and hygiene across outlets and supported execution of visual merchandizing and in-store displays to drive footfalls and generate targeted sales volumes.• Formulated annual business plans including product category wise targets for sales, revenue and gross margin and established sales quotas for regional managers.• Analyzed market trends and competitive environment, identified new business, market and product opportunities and determined pricing strategies to maintain competitive edge in the market.• Developed and administered annual marketing budgets ensuring optimum allocation and utilization of resources across ATL and BTL activities for maximizing return on investment.• Planned, scheduled and supervised execution of all promotional events and demonstration campaigns across Saudi Arabia to build and reinforce brand and product awareness and recall. Show less

Highlights:Area Sales Manager – Western, Eastern, Southern and Northern Regions, Saudi Arabia • Managed retail operations of the company in Jeddah, Khobar, Dammam, Qatif, Abha, Khamis Mushait and Jazan (September 2012 – March 2015)/Jeddah, Makkah, Taif, Madinah and Abha (January 2008 – September 2012) • Led the opening of 15 new stores including the largest ELC store in the world at Tahlia Street Jeddah. Other stores included Red Sea Mall Jeddah, Al-Noor Mall Madinah, Aseer Mall… Show more Highlights:Area Sales Manager – Western, Eastern, Southern and Northern Regions, Saudi Arabia • Managed retail operations of the company in Jeddah, Khobar, Dammam, Qatif, Abha, Khamis Mushait and Jazan (September 2012 – March 2015)/Jeddah, Makkah, Taif, Madinah and Abha (January 2008 – September 2012) • Led the opening of 15 new stores including the largest ELC store in the world at Tahlia Street Jeddah. Other stores included Red Sea Mall Jeddah, Al-Noor Mall Madinah, Aseer Mall Abha and Mall of Arabia in Jeddah. • Developed and conducted comprehensive training programs which significantly improved sales team performance.• Delivered profit of SAR 4.5 million in the lean season through effective promotional campaigns.• Led the creation and rollout of effective marketing and promotional plans including an optimum mix of ATL and BTL activities to achieve business targets with the best return on investment for the marketing spend. Show less

• October 2006 – December 2007: Area Sales Manager, Dubai UAE.Key Responsibilities:• Managed overall area operations implementing action plans to a work environment across stores which promoted creativity and delivery of best-in-class service standards through employee development and empowerment.• Supervised all operational aspects including sourcing and merchandizing, marketing and sales, customer service, loss prevention and cost control to deliver sales, revenue, profit and… Show more • October 2006 – December 2007: Area Sales Manager, Dubai UAE.Key Responsibilities:• Managed overall area operations implementing action plans to a work environment across stores which promoted creativity and delivery of best-in-class service standards through employee development and empowerment.• Supervised all operational aspects including sourcing and merchandizing, marketing and sales, customer service, loss prevention and cost control to deliver sales, revenue, profit and growth targets.• Implemented recruitment strategies to attract and hire competent personnel for all key positions, formulated and administered quarterly individual development plans and conducted annual performance appraisals of direct reports.• Developed, implemented, reviewed and updated all systems, processes, policies and procedures related to stores operation, merchandizing, customer service and loss prevention ensuring high standards of operational efficiency. • Led the process of business development across the area including identification and evaluation of potential of new stores, acquisition and fit-out of stores, merchandizing, staffing and on time launch of operations.• Coordinated the development and implementation of annual sales plans based on market inputs and sales forecasts, determined store-wise sales targets and supported execution of strategies and plans to achieve all predefined goals.• Managed planning and execution of regular market research studies to evaluate market trends and competitive scenarios and identified opportunities for new markets, customer segments and product categories. • Managed relations with key suppliers like Toy Triangle, Worldwide Trade, NewBoy and Simba, negotiated and closed trade deals, collaborated in development of successful merchandize and ensured smooth supply chain operations. Show less

Designation Chronology:• March 2003 – October 2006: Store Manager and Assistant Area Sales Manager, Dubai UAE Highlights:Store Manager and Assistant Area Sales Manager, UAE • Promoted as Assistant Area Sales Manager for Abu Dhabi and Al Ain. Led the successful opening of 2 new stores in Abu Dhabi.• Created a guideline for visual merchandizing explaining various methods for visual merchandising for use at ELC stores across GCC region. • Worked as Store Manager in the… Show more Designation Chronology:• March 2003 – October 2006: Store Manager and Assistant Area Sales Manager, Dubai UAE Highlights:Store Manager and Assistant Area Sales Manager, UAE • Promoted as Assistant Area Sales Manager for Abu Dhabi and Al Ain. Led the successful opening of 2 new stores in Abu Dhabi.• Created a guideline for visual merchandizing explaining various methods for visual merchandising for use at ELC stores across GCC region. • Worked as Store Manager in the largest ELC store in Deira City Center Dubai. Trained and developed a team consisting of 10 young Arabs and 2 Philippine girls and achieved positive changes in sales performance in a period of 8 months Show less

• November 1997 – March 2003: Store Manager, Riyadh KSA• Contributed to the opening of 4 new stores in Saudi Arabia and 1 store in Oman.Key Responsibilities:• Managed day-to-day sales operations in the store by setting daily targets and expectations and led the floor team in delivery of excellent performance through training and coaching on customer service, standards, product placement and time management.• Led delivery of customer service supervising prompt and courteous… Show more • November 1997 – March 2003: Store Manager, Riyadh KSA• Contributed to the opening of 4 new stores in Saudi Arabia and 1 store in Oman.Key Responsibilities:• Managed day-to-day sales operations in the store by setting daily targets and expectations and led the floor team in delivery of excellent performance through training and coaching on customer service, standards, product placement and time management.• Led delivery of customer service supervising prompt and courteous response to all customer queries and requests, achieving sales through cross-selling and up-selling and resolution of complaints and issues. • Supervised flawless execution of store-level activities ensuring strict adherence to all approved company policies, procedures and internal controls.• Supported team in analyzing company reports and identifying key business drivers and trends for adopting appropriate action plans to achieve performance standards.• Worked with the store Merchandizing Manager in executing all merchandizing plans including in-store displays to improve store ambience and drive up sales.• Participated in studying and analyzing trends related to toys in the local market and generating creative ideas for new products and solutions.• Maintained good relations with key accounts through regular visits, interactions with key decision makers, mapped specific requirements and identified new opportunities. Show less

• December 1993 – November 1997 (3 Years 11 Months): Public Relations Manager, Steletron British Language System, Saudi Arabia – Delivered presentations to prospective clients on language labs for self-learning of English