Khaled Refaat is a subject matter expert, with 40 years of experience, focusing on, but not limited to, Fast Moving Consumer Goods (FMCGs). Throughout his career, he held various specialized and large scale leadership roles, across multinationals such as PepsiCo and Henkel, spanning the Middle East, Gulf, and North Africa regions. He has also consistently demonstrated a valuable leadership versatility, such as when he served as both Director of Special Projects, then as Director of Risk &… Show more Khaled Refaat is a subject matter expert, with 40 years of experience, focusing on, but not limited to, Fast Moving Consumer Goods (FMCGs). Throughout his career, he held various specialized and large scale leadership roles, across multinationals such as PepsiCo and Henkel, spanning the Middle East, Gulf, and North Africa regions. He has also consistently demonstrated a valuable leadership versatility, such as when he served as both Director of Special Projects, then as Director of Risk & Resilience, during the construction of MenaBev's 300,000m2 Mega plant. He has extensive crisis management and prevention experience.Khaled has proven experience and exposure to a wide variety of industries, from soft drinks, still/sparkling water, to large-scale snacks and bakery production, as well as hands-on field exposure in the oil & gas industry. His work typically involves double-digit million dollar scale projects, and is not limited to merely the operations capacity, but has transformed business strategy, distribution networks, as well as market positioning and penetration.A meticulous chemical engineer by profession, he exercises a holistic approach to his leadership and consulting skills, tackling various levels specialization, from frontline manufacturing operations, to high-level business strategizing. Khaled has offered his consulting services to businesses at various stages of development, and of varying scale, including transforming and growing a local/startup operation to a multinational scale.Khaled Refaat is a name backed by a glowing reputation in the industry, and can provide clients the targeted advice and expertise they need, to achieve their various business goals, be it gaining market share, cash flow management, maximizing revenue, volume, and/or profit. Show less

Commissioning and starting up biggest beverage plant in Middle East

Supporting 6bottlers in 5 countries of Gulf developing their annual operation plan/strategy to achieve the volume growth, and profitability through necessary capacity expansion projects, operating processes upgrade, manufacturing best practice tools implementation and building the bottler’s organization operating capability. In this assignment I have managed the following key business achievements;

Lead and motivate the sales team to achieve annual sales operation plan objectives, while building capability for future growth with a passion for frontline execution.Doubled the sales revenue and Market share of the premium brands in 19 months.Achieved 14% volume weighted distribution improvement of the key brand in 18 months.Upgraded the customer coverage and sales team productivity by 10% in 2 trimestersDeveloped/executed a clear strategy of the sales function in alignment… Show more Lead and motivate the sales team to achieve annual sales operation plan objectives, while building capability for future growth with a passion for frontline execution.Doubled the sales revenue and Market share of the premium brands in 19 months.Achieved 14% volume weighted distribution improvement of the key brand in 18 months.Upgraded the customer coverage and sales team productivity by 10% in 2 trimestersDeveloped/executed a clear strategy of the sales function in alignment with the overall company vision and mission statement.Led assigning a distributor in Saudi Arabia to handle Makkah and Taif in the western region doubled our coverage in those territories, passed the SR 3 million receivables to the distributor and grow the sales by 14%.Restructured the sales organization moving to national channel management to achieve better focus and customer services.Improved the sales representatives strike rate by 40% by reviewing the routes structures and call frequency.Supported the sales team capability by implementing a 6 months development plan covering 8 steps call workshops and selling skills field coaching program.Revised and upgraded all sales tools (planograms, talk sheets, promotional execution tools, route planers, etc…)Introduced the hand held terminal system to support the customer services for direct distribution. Show less