Country Sales Director, GM Sales & Marketing

Feb 2011 - Present:  Alireza Holding Group, Jeddah - KSA.

GM Sales & Marketing - Bottled Water

Achievements:

• Sustained the growth of market share from 2.8% in 2010 to 3.3% in 2011
• Improved % gross profit from 26.7% to 31.8% in 2011
• Fostered the market penetration of Al Ain brand across all sales channels
• Implemented sales commission schemes to drive sales performance and meet Company's growth strategies
• Championed price increases of top 100 Residential & Commercial contracts which impacted contractual profitability

• 1.92 delivery lead time across all modern trade sub-channels
• 7% above annual sales plan & 22% above year-ago sales 2008/2009
• 15% drop in cost to sell per case
• 60% improvement in customer service impacted by successful implementation of Oracle order management tools
• 100% completion of go-to-market transformation of customers to tell-sell operation

• Grew volume & revenue by 21% of retail outlet universe (85) in Central Franchise, while pre-setting strategy, goals, and tactics.
• Moved four strategic key accounts (35M SR in total annual revenue) from fixed spend to variable spend (pay for performance)
• Successfully improved on old reconciliations issues by 70% within 12 Months period.
• Promoted to plan, implement and direct key account sales and marketing activity (carbonated & non-carbonated beverages), with full P&L responsibility. Managed and developed 50M SR portfolio.
• Utilized attention to relevant business detail & a sound understanding of operations to repair/improve various business processes. Results included restored customer confidence, improved efficiency & increased revenue/profitability.
• Succeeded to maintain and keep Pepsi presence to 3:1 ratio on shopping floors

• Successful implementation of handheld system across the Franchise (300 Sales Routes).
• Accomplished on Company's target of becoming data-driven Company.
• Succeeded in achieving electronic tracking of all inventory transactions daily, by SKU, across the franchise.
• Built a reliable data base of 38 thousands outlets universe ( Customer Master File).

• Riyadh's Model Supermarkets are the Model Store Standard for the Region.
• Merchandising services' level in terms of calls per store and quality of call i.e  from shelf filling to product rotation has earned Pepsi reputation of being Best Supplier to customers such as Al Azizia Panda United , Euromarche' , Othaim Supermarkets .
• Innovativeness brought to Pepsi's presence within Supermarkets be it in new equipment (cashier signs , cashier coolers , MSPET racks and etc…) or presence executions set me as the Merchandising Leader in Saudi Arabia.
• Managed 70 enthusiastic Merchandising Team to deliver Riyadh's Supermarkets as the absolute best in Saudi Arabia.

• Developed and implemented client service program, which expanded small-to-medium customer base 35%
• Delivered over SAR 150M of office furniture projects, concluded implementation and managed projects goals
• Consistently developed strong, sustainable relationships with Key Banking Customers (SMABA -Saudi Holland Bank - Saudi Investment Bank) and executive decision makers key ministries
• Designed and led sales training and team-building seminars later adopted as company-wide "best practice" standard
• Generated the highest volume of new accounts company-wide, and was recognized with a "President's Achievement Award," the company's most prestigious honor