As Founder / CEO of Shanghai’s first Middle Eastern sweets shop, my experience was varied and covered most aspects of the business including: project management, business development, marketing, finance and accounting.Personally decided on all aspects of brand identity, design and market positioning. Introduced AL BEIK to the Chinese market as the country’s first premium brand offering handmade baklava and other sweets from the Middle East and Mediterranean region in an attractive, premium packaging.Led all business development and sales actives, with online retail sales to tier 1 and tier 2 cities in China; highlights include catering for Crown Prince of Abu Dhabi’s Shanghai visit, Shanghai Tedx Talk and Shanghai district-level government conferences. Additionally, established a network for distribution sales providing wholesale products to cafes, restaurants and 5 star hotels in Shanghai.Developed and marketed 15 products with specific modifications for China market; sourced raw materials from over 10 countries significantly lowering material cost and achieving a higher profit margin.Created and implemented online and offline marketing strategies including several co-branding initiatives with local startups; leveraged successful sponsorships of select events and positive word of mouth to increase brand awareness and grow monthly sales.Effectively led a team of local and foreign employees while managing partners in Shanghai and NYC.

Established all China business operations for existing parent company based in Syria and Cyprus, developing strong knowledge of company incorporation procedures and business licensing in China.Provided clients with quality control and sourcing services for production of goods in China; acquired 15 new clients across MENA region, doubling company yearly turnover.Increased company revenue 30% by introducing a China market entry service, providing clients with industry-specific analysis and market entry strategies.

Monitored and analysed global Chinese outbound investment trends and opportunities for Invest In magazine and website, covering multiple sectors across the Middle East, Europe and Asia; published 15 articles and 19 newsletters.Studied several global financial offshore centres and investment destinations for China Offshore magazine and website, focusing on the needs of Ultra High Net Worth individuals and financial intermediaries in China; published 10 articles and 20 newsletters.

Negotiated contracts and managed relationships with all suppliers including outsourcing HR service providers, design firms and manufacturers; managed relationships with relevant government officials.Directly managed a team of 10 employees; co-managed a team of 300 employees during the 6 months project timeline. Increased pavilion efficiency by implementing new operational procedures and effectively controlling budgeting and operational finances.