View Water is a premium water bottling company based in Riyadh, providing customers with the lowest sodium water in Saudi Arabia.Strategy & Leadership:• Leading and planning all trade sales, marketing, and business development strategies, focusing on projects in procurement and production• Managing and mentoring a team of seven direct reports in Jeddah, Riyadh, and Dammam, including regional management, sales, procurement, and logistics• Increased sales by 25% by restructuring route-to-market (RTM) and implemented operational fundamentals, focusing on high profitability channels and private labels• Participating in board meetings, working closely with executive leadership to develop and manage effective sales & marketing plansOperations:• Improved raw material purchase prices by identifying strategic improvements in the procurement process, including restructuring the overall supplier and RFP process• Designed and implemented RTM in cash van operations, with clear daily journey plans for each salesman and additional governance through the introduction of a handheld terminal and software• Introduced clear sales KPIs and daily, weekly, and monthly objectives, working closely with the team to upskill and improve their performance and motivate them to hit new incentive schemesBusiness Development:• Increased reach of home channels from 120 active home delivery customers to 650 In 8 months, focusing on marketing and social media activations and promotions• Dedicated a special team for agents, exports, and private labels leading to granting deals with key customers

A major force in the import and distribution of household names within the FMCG Industry, Specialized Food Services (SFS) is BTIGs distribution arm and a leader in the food service industry in Saudi Arabia.Strategy & Leadership:• Led all hotel and catering industry (HORECA) sales and business development activities in KSA post-COVID-19, working on multiple new initiatives contributing to a significant increase in turnover• Serviced all sub-segments, including fine dining restaurants, catering, cafes, hotels, bakeries, and quick service restaurants (QSR)• Managed, mentored, and motivated a team of 10 direct reports, including executive chefs, trade marketing managers, regional sales managers, and key accounts managers• Enhanced the performance of key customers by focusing the sales team on expanding the product portfolio sold• Developed and expanded key customer base by building and maintaining rapport and identifying new customers opportunities, including introducing blind visits to sales teams’ KPIs• Management of the out-of-home channel across Saudi Arabia, including canned food, pasta, savouries, and other categoriesBusiness Development:• Increased reach of restaurants channel from 200 active restaurants to 800 In 7 months, focusing on food services (FS) related items• Achieved the highest annual sales since the start of SFS• Dedicated a special must-stock list (MLS) by channel, focusing on high margins and FS-related SKUs• Reduced cost of workforce by execution of ‘double hatting’ approach• Successfully launched Rama Professional Creams and introduced Soybean oil private label

Mayar Foods is one of the fastest-growing FMCG companies in Saudi Arabia, with 31% of the local market share of the rice sector and over 600 dedicated employees across the Kingdom.Key Responsibilities & Achievements:• Strategically and operationally responsible for all sales and business development activities in KSA following a significant restructuring, offering cross-functional support to the senior leadership team to drive sales across a portfolio• Led a team of 15 managerial direct reports, maintaining total P&L responsibility for both General Trade and Modern Trade, including heading top-to-top negotiations • Developed detailed Annual Operating Plan (AOP), assigning budgets and resources, improving RTM by installing robust systems and processes• Reviewed and analysed sales results and market share, taking corrective measures to address trade channel profitability and spending efficiencies• Drove new business sales and product introductions, including launching Walimah Style Sauces across key accounts and negotiating an exclusive rice deal a restaurant chain for 30 outlets

Headquartered in France, Lactalis is a family-owned company with a presence in around a hundred countries, with 80,000 collaborators, a hundred brands, and 250 production sites.Key Responsibilities & Achievements:• Led Lactalis’ modern trade sales and business development activities for all dairy categories, managing five direct managerial reports• Developed strategic customer relationships, providing senior support in negotiations to drive efficiencies and excellence in execution• Introduced AOP profitability by customer and dropped the level of rebates by 4%• Successfully launched President Cream Cheese

The Bel Group is a major player in the food industry through portions of dairy, fruit, and plant-based products and one of the world leaders in branded cheeses.Key Responsibilities & Achievements:• Joined the group during a distributor shift as a regional manager, then promoted to national channel manager (modern trade), leading Bel’s distributor and distributor's sales force• Led in the strategic management, negotiations, and relationships with the distributor to drive investment guidelines and maintain agreed stock-holding levels and shipments• Conducted quarterly and yearly business reviews with the distributor, including the RTM assessment and evaluation• Directed modern trade (key accounts and self-service), contributing to 65% of Bel’s business KSA• Effectively executed modern trade strategies to deliver top and bottom-line growth, including reducing costs relating to key accounts• Introduced profitability by account and full P&L for the total channel• Rationalized the number of SKUs in KA, resulting in an increase in sales and improved visibility for key moving SKUs• Delivered excellence in execution, including building over 300 mega displays for Ramadan annually• Attained high branch growth for Bel and Arrow in market sales and shipments

Unilever is an industry-leading British multinational consumer packaged goods with 148,000 people and over 400 brands in 190 countries.Key Responsibilities & Achievements:• Managing category sales trade plans across all trade channels and overseeing execution with the distributors across Saudi Arabia• Analysed and developed customer and shopper insights, translating into business-building opportunities with specific customers and channels (e.g., AC Nielsen)• Develop an excellence-in-store activation program, aligning with the account managers on the picture of success• Supported the annual account joint business planning through data analysis and opportunity identification• Worked closely with the sales teams’ account and channel-specific customer marketing plans to deliver brand objectives• Prepared monthly and quarterly category plans for assortment, shelf layout, promotional strategy and price positions• Conducted new product launch roadshows across KSA to align distribution KPIs, shelving, pricing, multi-touch displays, and promotions• Achieved the highest value share for Comfort in KSA to continue leading the fabric softeners category (AC Nielsen ’07 – ’08)• Increased IMS for HC in KSA, achieving the highest sales records for HC in 2007• Managed the Chai Latte Instant Tea drink launch in KSA, with the results used as best practice for the region

Handling KA customers nationally across KSA, witnessing the landing of international players in the saudi Market.

Handling Key Accounts in KSA West working in Al - Naghi