Headline

FMCG Commercial Leader | 10+ Years Driving Revenue, Market Share & Brand Growth | Expert in Sales Strategy, Trade Marketing & Key Account Management

About

Food & Beverage Sales & Trade Marketing Leader | Revenue Growth Strategist | FMCG Expert Results-driven Sales and Trade Marketing Manager with a proven track record of elevating brands, increasing market share, and achieving revenue growth. A strategic thinker, adept at leading high-performance teams and creating innovative strategies to capture market opportunities. Currently steering a region with a SAR 90 million+ turnover propelling growth through optimized RTM and SKU strategies. Responsible for Val/Vol Growth, market returns control, and overseeing Sales & Distribution, Merchandizing. Led a high-performing team, achieving remarkable market share growth by optimizing routes and pioneering innovative trade initiatives. Key Expertise: 📈 Revenue Growth Strategies 🌐 Trade Marketing Optimization 💡 Market Expansion Initiatives 🚀 Route-to-Market (RTM) Enhancements 👥 Team Leadership and Development 🔍 Market Insights and Analysis 🛒 Sales & Distribution Management

Location

Riyadh Region

AI stack

claude

dalle

deepmind

deepseek

elevenlabs

geminicli

Work experience

Regional Sales Manager at Al Kabeer Group, Oct 2024 - Present · 2 yrs 2 mos, Riyadh, Saudi Arabia, Category Strategy & Ownership: Oversee the strategic growth and P&L execution of 12 distinct product categories consisting of over 140 SKUs, generating a regional turnover exceeding SAR 170 million. • Price & Portfolio Mix Optimization: Direct the category price architecture and product mix to safeguard business profitability and margins across Modern Trade (Key Accounts), General Trade, and HORECA channels. • Demand & Lifecycle Management: Drive volume and value growth while drastically minimizing market returns and inventory age through synchronized commercial planning across warehousing and distribution channels. Reduced market returns from 12% to 3% within a span of a year. • Cross-Functional Leadership: Lead a diverse cross-functional team of 150+ professionals, providing continuous capability training in category fundamentals, data analysis, and trade execution • Key Account Management: Managed Key Saudi Accounts Lulu, Wafa & Nesto, Sadhan and Othaim. Streamlined Collections reducing the outstanding from 6 months to 60 & 90 days. While revising BDA’s to enhance visibility and better ROI. Recovered SAR 1.6 million 2 years overdue from Sadhan Group. Streamlined key account receivables, reducing over 2 years of GRNs and pending invoices.

Business Manager at Saudia Dairy & Foodstuff Company (SADAFCO), Jun 2019 - Sep 2024 · 5 yrs 4 mos, Saudi Arabia, •Leading a depot with a turnover of more than SAR 60 million. Managing a diverse portfolio of Dairy, Snacks, Condiments and Ice Cream Business. •Managing depot operations while bringing continuous improvement through RTM, SKU Penetration, SKU Growth. •Responsible for Val/Vol Growth whereas controlling market returns. Sales & Distribution, Merchandizing, Warehousing. •With an aggregate growth of more than 25% over LY. Currently leading at a consistent 16% with more than 30% growth in Ice Cream Business. •Leading 50 individuals with a diverse set of nationalities. Responsible for recruitment and training while talent development as per the organizational and business needs.

Sales Development Executive (Key Accounts) at Coca-Cola İçecek, Sep 2018 - Jun 2019 · 10 mos, Karachi, • Responsible for HORECA, E-commerce and Petro-marts for Karachi Region. • Manage Brand visibility in assets as well as effective placement of trade and/or promotional material in market for increased visibility. • Responsible for Designing Strategic and Midterm alliances/brand partnerships with Key Accounts. • Creating Joint Business Plans for a win-win business partnership. • Responsible for Execution of Trade Marketing Tools; concept to execution, vendor alignment, cost management, whereas best available place for increased Transaction and Visibility.

Sales Development Executive (General Trade) at Coca-Cola İçecek, Nov 2017 - Aug 2018 · 10 mos, Karachi, Pakistan, An Award winning Commercial Executive, responsible for Sales and Marketing management of a given territory with an annual volume of more than 150,000 PHC, with a revenue worth of PKR 70 Million. Adding Value and providing consistent growth of more than 40% as of YTD 2018. • Responsible and working efficiently to monitor and enhance Net Sales Revenue. • Distribution of rationalized discounts to multiple channels ranging from super markets to corner shops. • Increase product and pack mix to cater better market and consumer needs. • Monitor growth and build value and volume based partnerships with retailers and stakeholders. • Manage Brand visibility in assets as well as effective placement of trade and/or promotional material in market.

K.O. Sales at Coca-Cola İçecek, Nov 2016 - Oct 2017 · 1 yr, Karachi

Group Brand Executive at DKT International, Apr 2015 - Oct 2016 · 1 yr 7 mos, Karachi, Brand Lead for BTL and Trade Marketing of 5 brands. Planning of Marketing activities as per Market Research and Retail Audits. Reporting directly to the country director. Responsible and delivering for Concept to Execution of Activations, Consumer Promos, Trade Promos, Market Research. Designing of trade and consumer offers along with commercial team for trade marketing. Designing and execution of below the line marketing activities and calendar for 5 different brands. Forecasting and Managing Annual budgets for Trade Marketing and BTL.

Education

MSc Marketing, CIM level 3 certified, Marketing, Brunel University of London

BBA (Hons.), Business & Management, Iqra University (Official)