Sales Manager at United Investment Group (2025-10 – Present)
Responsible for driving sales growth, expanding market presence, and strengthening strategic partnerships across key channels in the UAE market. Role focuses on building sustainable revenue streams, optimizing distribution, and enhancing brand performance across modern trade, traditional trade, and e-commerce platforms.
- Develop and execute national sales strategies aligned with company growth objectives and brand positioning
- Lead key account management across major retailers, distributors, and online marketplaces (Amazon, Noon, quick commerce platforms)
- Drive revenue growth through trade marketing initiatives, promotional planning, and category development
- Manage distributor partnerships, ensuring coverage expansion, route-to-market efficiency, and merchandising excellence
- Analyze market trends, competitor activities, and consumer insights to identify growth opportunities and improve market share
- Negotiate commercial agreements, pricing structures, and promotional budgets to maximize profitability
- Collaborate with marketing, supply chain, and finance teams to optimize product availability and demand forecasting
- Build and mentor high-performing sales teams, setting KPIs and ensuring execution excellence
Head of Trade Marketing & E-Commerce at AddMe (2022-09 – 2025-09)
Led Trade Marketing and E-Commerce functions, driving new partnerships and channel development.
- Drove new partnerships within the HORECA sector, directly contributing to a 17% increase in overall sales through effective channel strategy and execution
- Managed a portfolio of top-tier HORECA clients, maintaining strong relationships that fostered increased customer loyalty and repeat business
- Enhanced brand visibility and market position of the condiments brand among top-tier restaurants and hotels through strategic collaboration initiatives
- Developed the E-Commerce channel, securing new key accounts and implementing targeted digital marketing activities that resulted in 4x channel growth and reached a 12% business contribution share (significantly above the 2%-5% market benchmark)
- Increased Repeat Orders by 30% by directing 12 activation events across Egypt, Germany, and the Gulf
- Managed the full lifecycle of consumer promotion execution, including result measurement and return on investment (ROI) analysis
Head of Trade Marketing at LUNA Cosmetics & Perfumes Co (2021-03 – 2022-07)
Spearheaded the Trade Marketing function, developing and executing strategic plans to achieve sales growth.
- Spearheaded the Trade Marketing function, developing and executing the annual, monthly, and Sales Forecast (SFC) plans to achieve targeted sales volume and revenue growth
- Designed and implemented tailored trade promotion programs across Retail, Wholesale, and Distributor channels, resulting in improved shelf visibility and off-take
- Led a virtual merchandising team to optimize on-shelf presence, Point-of-Sale (POS) execution, and increase product visibility across all key channels
- Collaborated cross-functionally with sales and analytics teams to deploy data-driven digital marketing campaigns, successfully increasing brand awareness and sales conversion
Trade Marketing Manager at Imtenan Co (2019-08 – 2021-01)
Developed and implemented comprehensive Trade Marketing strategies that increased market share and drove significant sales growth.
- Developed and implemented comprehensive Trade Marketing strategies that significantly increased market share and drove sales growth of 200% within one year
- Acquired new trade and supplier accounts, directly contributing to a 51% increase in online retail performance within 12 months
- Managed team Key Performance Indicators (KPIs) and conducted consistent business reviews with vendors to ensure optimal outcomes and compliance with joint business plans
Confectionery & Beverage Category Manager at Inter Brands Co (2017-11 – 2019-07)
Managed category strategy and portfolio planning for confectionery and beverage products.
- Conducted in-depth consumer market research and trend monitoring to identify profitable investment opportunities and inform product portfolio strategy
- Analyzed product pricing for optimal profitability and managed the Go-To-Market (GTM) strategy for newly imported brands
Business Development & Consumer Engagement Supervisor at Philip Morris International (2015-03 – 2017-10)
Maximized in-store product availability and visibility through merchandising and consumer engagement initiatives.
- Maximized in-store product availability and visibility by utilizing available merchandising tools, trade programs, and consumer promotions
- Managed consumer segmentation scanning by territory to ensure the deployment of correctly targeted activation plans
Key Account Manager at Henkel Egypt (2012-10 – 2015-03)
Managed nationwide Key Account P&L, driving profitability and market share growth.
- Managed nationwide Key Account P&L, successfully increasing profitability and gaining higher market share against competition by driving innovation
- Negotiated and executed trade and supplier acquisition contracts to secure strategic shelf presence and distribution agreements
- Collaborated with account branches to implement sales targets, branding initiatives, and Below-The-Line (BTL) marketing campaigns
- Led, directed, and motivated a sales team to achieve overall corporate sales objectives, resulting in strong territory performance
- Revised and implemented local sales strategies, focused on improving customer service and generating new sales opportunities
Key Account Channel Developer Manager at Coca-Cola Company (2010-11 – 2012-09)
Maximized company profit and market share through channel penetration and sales opportunity identification.
- Accountable for maximizing company profit and market share by identifying and capitalizing on new sales opportunities and channel penetration
- Increased sales volume and unit cases by developing the market across diverse channels: supermarkets, restaurants, hypermarkets, clubs, and hotels
- Built strategic B2B relationships and long-term contracts with key market players
Geo-Marketing Assistant at The Nielsen Company (2010-06 – 2010-10)
Optimized distribution strategy through geographic analysis and data visualization.
- Optimized distribution cost and time for clients by utilizing Geographic Information Systems (GIS) software
- Enhanced client Strategic & Tactical decisions by displaying company data, competitor data, and consumer research as layers on digital maps
