Mohamed Hendy

Results-driven senior sales executive with over 25 years of progressive experience building and leading commercial operations across Egypt's FMCG and food industries. Proven track record in launching new product categories, restructuring distribution networks, and driving double-digit revenue growth across retail, wholesale, key account, and catering channels. Skilled at building distributor and sales-force structures from the ground up and turning underperforming regions into top-performing territories.

General Sales Manager at Junior Trade Foods for Food Industries (2023 – Present)

Products: Wafer TRIX, Wafer PARTY, plain biscuits, ROCKY, lollipops, toffee & confectionery WOW

• Built the company's commercial operation from the ground up, establishing the full sales structure and go-to-market approach
• Recruited and onboarded agents and distributors nationwide
• Defined market-entry strategy for new product launches and identified the right distribution channel for each product
• Track sales performance and deliver on targets in close coordination with senior management

General Sales Manager at Elayat Group — Ard El Neaam for Import & Export (Meat) (2021-06 – 2023)

• Managed the existing business of selling live calves and camels
• Built a new sector importing frozen meat (cuts, livers, and fats) from India, Brazil, Colombia, and Paraguay
• Split the business across wholesalers, catering, modern trade, and B2B — selecting the right cut for each channel at the right price point
• Became one of the top three players in the frozen meat market within 6 months of launching the frozen sector, achieving triple the annual target

General Sales Manager at Egyptian International for Food Industries (Great Foods) — Royal, Juicy Up, Okay (2019-07 – 2021-05)

• Built a new pricing structure for tomato paste and juice that addressed every market segment while safeguarding profitability
• Contributed to developing a new product range (canned beans and tomato paste) and refined taste and packaging with Marketing and R&D ahead of launch
• Built a strong distributor network across Alexandria, the Delta, the Canal zone, and Upper Egypt by replacing underperforming distributors and introducing a solid payment system
• Established direct distribution in Cairo through two units (Cairo and Giza) with 30 vans covering key retail and wholesale
• Achieved all company sales and profitability goals within the first three months
• Tightened the market credit policy to under 50%, closing every month-end without credit issues within two months

General Sales Manager at Matira for Food Industries (2018-03 – 2019-07)

• Built the entire sales management function from scratch: the Greater Cairo operating structure (8 wholesale and 24 retail vehicles) plus nationwide coverage through regional agents and distributors
• Defined product specifications, weights, and pricing in coordination with Production, Cost & Finance, and Quality
• Led the product's initial market launch, hitting targets within the first three months of Greater Cairo operations
• Achieved full national rollout and launched 7 biscuit products

Regional Sales Manager at Harvest El-Bawadi (2017-06 – 2018-02)

• Responsible for Greater Cairo sales across wholesale, retail, chains, and supply channels
• Built and developed the distribution network and led the sales team to deliver on targets
• Monitored channel performance and coordinated with management to ensure consistent supply and coverage

Regional Sales Manager (Acting National Sales Manager) at Egyptian Belgium for Industrial Investments — OLE Brand (Croissant & Cake) (2015-10 – 2017-05)

• Selected a pre-launch distributor matching company requirements, with strong infrastructure (fleet, back office, services, cash support)
• Managed all Greater Cairo channels: retail, wholesale, key accounts, and catering
• Recruited and managed 3 area sales managers, 11 supervisors, and 55 sales representatives
• Achieved target customer coverage in Cairo within three weeks of launch
• Delivered over 50% of company sales in the cake category within two months of launch
• Managed catering as a standalone unit, contributing over 15% of Greater Cairo volume
• Expanded retail coverage nationwide by optimizing visit frequency and sales rep performance
• Created a new distributor model for remote areas to maximize coverage at minimal cost

Regional Sales Manager at Marghany Group Trading (M.G. Trading) (2012-09 – 2015-09)

• Responsible for Greater Cairo channels: retail, key accounts, large groceries, catering, and wholesale
• Managed 11 supervisors and 5 area managers, leading 57 sales representatives and 20 merchandisers
• Built a strong retail distribution network that became the company's execution and volume benchmark nationwide
• Launched and scaled a new channel (Elafa), contributing over 20% of macaroni sales and 10% of sauce sales within two months
• Doubled semolina macaroni (Rosso) volume through optimal channel placement and competitive pricing
• Doubled key account and large-grocery business (2013–2014) by shifting to a pre-order model, growing the business by 100% and cutting distribution costs by 35%
• Grew the region by 55%, reaching 38% of the company's total annual turnover

Regional Sales Manager at Egyptian Company for Modern Food Industry (Honeywell) (2010-09 – 2012-09)

• Responsible for Greater Cairo channels: retail, key accounts, large groceries, catering, and wholesale
• Managed 5 supervisors and 2 branch managers, leading 34 sales representatives and 8 merchandisers
• Built the Greater Cairo distribution network from a single branch of 20 vehicles to two branches (Cairo and Giza) with 34 vehicles within three months
• Helped resolve the company's cash-flow challenges by converting retail, wholesale, and large-grocery sales to cash payment terms
• Launched new products (CAN-CAN chocolate bar, MARCHY coated biscuits), contributing over 25% of company sales volume within two months
• Achieved the highest sales volume in company history — double the prior year's results

Branch Manager (progressed from Sales Representative) at Sinioreta for Food Industries (Americana) — Lion Potato Chips (1999-04 – 2010-07)

• Started as a retail sales representative covering Shoubra, Shoubra El Kheima, Madinat El Salam, Dokki, and Embaba
• Promoted to wholesale representative (July 2000), covering Shoubra El Kheima, Embaba, Qalyubia, Faisal, and Haram
• Promoted to Sales Supervisor (February 2002), Haram branch, responsible for 7 representatives (4 retail, 3 wholesale)
• Transferred to Helwan branch for 8 months to help rebuild operations following administrative and credit issues
• Returned to Haram branch to expand the Embaba and Waraq areas ahead of a new branch opening
• Promoted to Branch Manager (March 2006), Embaba branch, managing 14 sales vehicles and two supervisors, covering an area from Embaba to Qanater and Monufia
• Achieved 90% of the Haram branch's sales volume with only 7 vehicles

Sales Representative at United Company of Pharmacies (1997-03 – 1999-03)

• Started as a collection and delivery representative in the Shoubra area
• Resolved all outstanding credit issues, reducing bad debt to zero
• Promoted (March 1998) to pre-order sales representative within the same area
• Consistently achieved all company sales and organizational targets

Bachelor of Commerce in Business Administration – Cairo University, Egypt (2013-11)