Ashraf Shendy

Results-driven Sales Manager with over 32 years of experience in business development Management, sales management, corporate training, consulting, product management, and project leadership. Demonstrated ability to drive revenue growth, build strategic partnerships, recruit and manage channel partners, and deliver high-impact training programs to the team. Possesses a strong track record in IT channel sales (Hardware and Software), gas station automation systems, and organizational consulting across Saudi Arabia and the region with High record of achievement.

Skilled in team leadership, negotiation, market expansion, and consistently achieving measurable business results.

Business Development Manager, Enterprise Sales Manager at PERFORMANCE EXPERTS TRAINING AND EDUCATION COMPANY (2025-08 – Present)

• Lead sales to exceed targets and align with corporate goals.
• Develop and execute certification programs with Saudi universities, expanding customers and market presence.
• Manage sales across partner universities to boost volume and market share.
• Build and maintain strategic partnerships for professional certification training.
• Design data-driven sales strategies based on market trends and objectives.
• Oversee sales budgeting and use advanced methods to maximize team output.
• Monitor sales KPIs and customer data via CRM for continuous improvement.
• Provide accurate monthly, quarterly, and annual sales forecasts.
• Maintain long-term client and stakeholder relationships for satisfaction.
• Identify and pursue high-value leads and new market opportunities.
• Negotiate complex contracts ensuring mutual benefits.
• Lead and mentor sales team for productivity and strategic alignment.
• Collaborate with training, marketing, design, and product teams for brand consistency.
• Negotiate with universities and research institutes on training contracts.
• Achieved revenue growth beyond targets for HRDF Skills Program.
• Surpassed sales targets by reaching 103% of goals.

Vice president at NATEJSOFT · ESTAKSHIF GROUP (2023-03 – 2025-05)

• Directed development and execution of business strategies aligned with corporate vision and objectives, advising the Board to improve decisions
• Developed and deployed business plans and operational manuals, optimizing efficiency and management
• Identified and secured new revenue streams by targeting opportunities and onboarding brands, expanding portfolio and market share
• Aligned workforce with vision, delegated tasks, and led teams to achieve key outcomes
• Formulated and implemented long-term strategies per board directives and market changes
• Led cross-functional teams to exceed annual goals and KPIs
• Managed full P&L, performed financial analyses, and led profitability initiatives across units
• Established and tracked OKRs for agile resource allocation and strategy adjustments
• Collaborated with sales, marketing, and product teams to grow revenue and market presence
• Represented the organization in strategic engagements to strengthen alliances
• Oversaw approval and risk management for major capital expenditures, contracts, and partnerships
• Conducted market research to identify new markets and customer needs, expanding the portfolio.
• Built new business alliances, negotiated revenue deals, advised the Board on strategic initiatives for B2B goals. Developed sales policies focused on customer-centric training, increasing partner value.
• Directed strategy execution, turning vision into operational plans.
• Established KPIs for department heads to ensure accountability.
• Maintained strong relationships with shareholders and the Board, providing performance reports.
• Explored growth via geographic expansion and new product/service launches.
• Led digital transformation to improve efficiency through automation and innovation.
• Managed legal documentation for government, investors, partners, and media.
• Ensured alignment with Vision, Mission, and Values, enforcing legal and policy compliance among staff and trainers.
• Delegated and supervised executives, fostering motivation and performance.
• Led recruitment of expert trainers and consultants to meet client needs and embed company methodology.
• Managed financial forecasting, performance evaluations, budgets, and cash flow monitoring.
• Facilitated accounting communications with stakeholders.
• Optimized efficiency by maintaining financial records, quality control of materials, and resource use. Enforced operational standards across staff.

Business Development Manager at MUSANED INFORMATION TECHNOLOGY, ESTAKSHIF GROUP (2023-03 – 2025-05)

• Lead prospecting and qualification of new business via cold outreach, networking, and inbound leads, building a high-value pipeline.
• Conduct discovery meetings to assess client needs and decision criteria for tailored solutions.
• Deliver customized sales presentations, demos, and proposals to C-level executives, closing high-margin deals.
• Negotiate contracts, pricing, and agreements to maximize profit and ensure compliance.
• Manage sales pipeline in Salesforce CRM with 95% forecasting accuracy, updating and nurturing opportunities.
• Collaborate with marketing on campaigns and collateral, boosting qualified leads by 25%.
• Expand client relationships to identify upsell and cross-sell opportunities, driving 20% revenue growth.
• Analyze competitors, market trends, and feedback to find growth opportunities and guide sales strategy.
• Partner with product and operations for smooth onboarding and service delivery, improving satisfaction and retention.
• Generate sales reports, KPIs, and insights for leadership to support data-driven decisions.

Free Lancer Consultant at ALSAFWA CONSULTATION (2019-01 – 2023-12)

• Led research, surveys, and data analysis to deliver actionable insights for strategic client decisions.
• Developed and executed innovative procedures and training to boost operational efficiency.
• Delivered strategic presentations and monitored solution implementation to meet milestones and objectives.
• Consulted startups to optimize workflows, enhance capacity, and accelerate growth with tailored strategies.
• Defined project scopes, objectives, and KPIs aligned with client goals for measurable success.
• Crafted consulting proposals detailing methodologies, timelines, costs, and deliverables to secure engagement.
• Used quantitative and qualitative methods, including surveys and interviews, with advanced analytics.
• Produced diagnostic reports identifying root causes and recommending high-impact solutions.
• Designed and implemented transformation plans with KPIs and continuous monitoring.
• Managed projects end-to-end, coordinating stakeholders, planning tasks, and mitigating risks for timely delivery.
• Facilitated cross-functional workshops to align teams and develop solutions.
• Created new business models and processes, documented with SOPs and user manuals to standardize operations.
• Trained client teams on change adoption and provided on-site support for smooth implementation.
• Conducted post-implementation reviews to evaluate impact, refine strategies, and offer ongoing support.

Managing Director at GLOBAL TERMINOLOGY/ ALALAMIAH GROUP (2018-07)

• Spearheaded the launch of a training company in Saudi Arabia via strategic partnerships.
• Led marketing plan development, sales management, and crafted the corporate profile for global events to boost brand visibility and networking.
• Executed strict selection of full-time and freelance trainers to ensure quality. Coordinated teams to develop training materials pre-launch.

Business Development Manager, Territory Manager (KSA), (Reporting to Global Sales Manager) at BITDEFENDER SRL. ONE OF TOP 3 COMPANIES GLOBALLY OF SECURITY AND ANTIVIRUS FIELD) ROMANIA. (2011-11 – 2017-07)

• Increasing brand exposure to channel (recruitment of partners, distributors, and resellers)
• Managing all operations within Saudi Arabia.
• Responsible for profit, revenue, cash, and quality targets.
• Submit monthly or quarterly business performance reports. Recruit and manage staff, including monitoring, mentoring, and training.
• Cooperate with company departments to fulfill partners' requests
• Provide partners with accurate information.
• Offer prospects in distribution necessary material about Bit Defender activities (collaboration, marketing, training)
• Share market experience with other channel managers.
• Follow up on payments and cash flow (office help)
• Prepare sales reports via ARMS
• Adapt image, message templates, and marketing materials to local specifics within HQ guidelines
• Provide local input for global corporate identity/brand/image design or review
• Turn over yearly achieved $ 7.9 M us dollars

Business Development Manager. (Reporting to GM) at INTERNATIONAL COMPUTER CO: (15 YRS) ( 2004 SELECTED ONE OF THE TOP 100 COMPANIES IN SAUDI ARABIA AND RANKED ONE OF THE TOP 5 IN THE IT SECTOR). (2008-07 – 2011-08)

• Bring new brands to the Saudi market. (AEG, BITDEFENDER, COMPRO, PACKARD BELL, PLEOMAX, etc.)
• Manage product activities for brands like BITDEFENDER, AEG, PACKARD BELL, and TOSHIBA.
• Handle supply chain activities for ZAI factory.
• Develop business relationships and negotiate new income as agreed.
• Monitor exhibitions, periodicals, and publications to expand supplier base for new and diverse products with quality and competitive prices.
• Set and track yearly targets and objectives.
• Coordinate with sales and branch management to ensure item performance and spread.
• Prepare marketing plans for brands.
• Increase brand exposure in the channel.
• Plan campaigns for new brands.
• Develop and implement strategies for new products and services.
• Conduct market analysis and deliver business reports.
• Train sales staff on new products and provide tools for market delivery.
• Manage client communication tools.
• Forecast short- and long-term market potential in the kingdom.
• Turn over yearly achieved SR 230 M Saudi Riyals

Retail Sales Manager & Main Branch Manager. (Reporting to Managing Director) at INTERNATIONAL COMPUTER CO: ( 15 YRS ) (2000-06 – 2008-07)

Corporate Sales Manager.(Reporting to Managing Director) at INTERNATIONAL COMPUTER CO: ( 15 YRS ) (1999-06 – 2000-06)

Sales team Supervisor at INTERNATIONAL COMPUTER CO: ( 15 YRS ) (1998-12 – 1999-06)

Sales rep at INTERNATIONAL COMPUTER CO: ( 15 YRS ) (1996-12 – 1998-12)

Bachelor of Business in Accounting – Cairo University (1992)