General Manager Sales
Saudi Paper Group
Total years of experience :31 years, 3 Months
A. SPC SALES & MARKETING GENERAL MANAGER, 2019 - Current
B. GROUP SALES & MARKETING DIRECTOR, 2020 - 2020
• Lead both companies (SPM and SPC) teams to achieve annual sales and strategic objectives.
• Define core issues of Saudi Paper converting Co and Saudi Paper Manufacturing co, setup a curative plan, developing a strategic expansion plan, and lead the team to execute it.
• Setup the monthly and annual production plan of SAUDI PAPER MANUFACTURING and supervisor it.
• Developing the annual forecast, P&L, structure, and execute it.
• Initiate new business lines and penetrate new markets among middle east countries.
• Develop a new system and startup an IT company targeted SMEs, setup go to market penetration plan, develop the P&L and supervise the execution.
A. Consultant at AL MUNIF GROUP 2016 - 2019
B. Consultant at AL DAHIYA AL SHARQIA retailer 2016 - 2016
I was responsible to develop and Implement B2B operation for eXtra, develop the business plan, business processes, assumptions, and action plan and execute it internally with finance, IT, logistic & externally with customers, suppliers.
My main role to set up the annual budget, monitor the P&L on a monthly basis, lead the team to execute the plan and achieve the company objectives.
I was appointed to establish a new company for the group called “HOSHAN DIRECT SALES”. The new company designed to approaches the market with a unique sales strategy in the GCC region focusing on Office Solutions, E-Commerce, Telesales, Telemarketing through a Call Center, sophisticated website, in addition to the traditional Out Door Sales team. HDS targeted both B2B and B2C of the Corporate and Government industries. My roles are developing the financial model, assumptions, business plan, action plan and execute it. My responsibilities are the ownership of several side projects with multinational consultants such as Deloitte, PWC, Wipro, Ernst & Young, and CSC along with my duty as GM for Hoshan Direct Sales.
I was responsible to develop a business plan, evaluate and re-organize the company P&L file, restructure the Retail Business (62 Retail Outlets), the traditional market, and marketing operation through a team of “376 employees”. My role was to develop the Company's overall business strategy plan for the GCC market and lead the team to execute it.
Key achievements:
- Distinction of having managed 10% growth. Reduced the manpower by 25% and closed the non-profitable outlets that are 20% of the SFC retail outlets.
- Successfully developed new sales tools such as Daily Sales Report, Daily Merchandising Report, and Customer Record card that assisted in increasing company customer base by 250%.
- Played a pivotal role in restructuring the company P&L file and the addition of fundamental KPIs.
2) Oct 2007, National Capability Manager:-
I was assigned to establish and lead the capability team, and to identify and prioritize the company needs in terms of coaching, and training.
1) July 2006, Regional Manager:-
I was responsible for Kraft Foods operations in the East & North Regions.
Key achievements:
- Augmented sales team productivity to reach 80%. Conducted regular coaching in sales skills. Handled sales, merchandising, and negotiation activities that helped increase customer base by 7.5%.
- Credentials of having managed to turn up the sales from -6% to +5% in the last quarter of 2006.
- Ensured 14% growth annually although there was a 28% shortfall in manpower in the year 2007.
- Seamlessly updated customer database, channel, and classification. Resolved the handheld system.
- Successfully created and launched new sales tool kits and Olayan Operational Procedures booklets.
- Distinction of having created and automated the daily KPI reports for OLAYAN FMCG companies.
- Negotiated and finalized annual development plans of Key account customers for the first time in Olayan.
- Planned and executed over 25 newly launched products and successfully re-launched existing products.
- Enhanced sales by 85% every year. Meticulously monitored over 20 newly launched products.
- Defined standards of merchandising and product plan-gram.
I Joined Savola as Regional Manager in Eastern Region. I was responsible to drive the business & develop the market by executing channel activities and brand programs.
Key achievement:
- Managed to achieve region’s targets for the first time in 5 years.
- Handled the massive 25% increase in lower trade distribution. Reduced the overall operational cost by 3%.
- Successfully reduced the customer inventory by 12%.
- Distinction being promoted within 8 months of joining Savola Edible Oil.
3) Jan 2000, Regional Key Accounts Manager:-
I was appointed to establish and handle the Key Accounts of Eastern Region. My responsibility is to lead the key account team to drive the GTC business in the selected account.
Key achievement:
1) Negotiate and finalize annual development plans of Key account customers for the first time in Olayan.
2) Increase the sales by 85% YOY and managed to monitor over 20 launched of new products.
3) Successful defining standards of merchandising & products plan-gram.
2) Apr 1998, Business Development Manager.
1) Aug 1997, Distribution Manager.
I started my career when I was selected by Unilever to work as one of the salesmen who launched and established Wall’s Ice Cream in the KSA market, then In Apr. 1995 I was promoted to Sales Supervisor represent the company in Western Region, Mecca City.
Key achievement:
1) Managed to achieve excellent distributions, coverage, availability, and visibility of Wall’s in Hufuf, Mecca, and Taif.
2) Negotiate and signed the agreement with over 1500 customers in Hafuf, Mecca, and Taif.
3) Participate in the successful introduction of the Wall’s Ice Cream to the Saudi market.
4) Managed to overachieve my sales target on a monthly basis.
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