Eyad Aghani

Category Manager and multi-unit operations leader with 20+ years of progressive experience across food services, retail, hospitality, training, brand development, and oil & gas retail environments in Saudi Arabia. Built the Shell Café brand from the ground up, including concept development, supplier coordination, and launch execution. Skilled in P&L management, vendor negotiation, menu engineering, food safety compliance, and cross-promotion strategies that convert fuel customers into non-fuel retail and café customers.

Track record of leading cross-functional teams and translating brand strategy into measurable results in high-volume, multi-site environments.

Category Manager at Shell | Shell License (2024-04 – Present)

Built the Shell Café brand from the ground up in Saudi Arabia, defining the food service concept, operating standards, supplier network, menu strategy, and launch plan.

• Led strategic initiatives to optimize product offerings and improve category profitability.
• Managed vendor relationships and negotiated supply contracts, ensuring compliance with company and food-safety standards.
• Analyzed market trends and competitor activity to guide product assortment decisions.
• Designed food service layouts to enhance customer journey and in-store experience.
• Applied menu engineering principles to build profitable menus aligned with customer preferences.
• Developed cross-promotion programs converting fuel customers into Shell Café and non-fuel retail customers, growing basket size and station commercial performance.
• Gained hands-on exposure to forecourt-to-store traffic conversion, convenience retail standards, and integrated fuel/non-fuel performance management.

Operation Manager at Starbucks (Alshaya Group) (2021-01 – 2024-04)

Held end-to-end P&L accountability for assigned stores, covering sales performance, labor planning, margin control, operating costs, and shrinkage reduction.

• Led store and area teams to deliver business plan targets by driving sales growth, improving margins, and maintaining consistent operational execution.
• Maximized store and area management performance through coaching, succession planning, and manpower monitoring.
• Championed the brand in stores and maintained a two-way feedback loop with brand teams to inform promotion and markdown decisions.
• Built external market networks to track trends and competitor activity, feeding insights back to central teams.
• Contributed to brand growth initiatives, market rollout planning, and store portfolio decisions, including new-location recommendations, closures, and launch coordination.
• Ensured excellent internal and external customer service through brand-specific and company-wide training initiatives.
• Used company reporting systems to monitor brand performance and implement corrective action.

Customer Service Manager at Alshaya Group (2009-10 – 2012-03)

Supported the Operations Head in managing service excellence across 120+ stores representing 30 international brands, including The Cheesecake Factory, H&M, Pottery Barn, and Mothercare.

• Conducted periodic store visits to drive service performance, coach teams, and address customer needs.
• Maintained a two-way feedback loop with brand teams to enhance business and service performance.
• Developed and tracked action plans with the operations team to achieve brand and store targets.
• Adopted best practices from top-performing brands to set customer service standards.
• Built cross-functional relationships to align business objectives across the region.
• Reported to the Regional Manager on program progress and communicated regularly with Area and Operations Managers.
• Trained and coached front-line store teams to improve service quality and customer satisfaction.
• Co-developed a company-wide service measurement program, including a mystery shopper initiative and a dedicated service center, to assess service levels across all Alshaya brands.
• Hired and trained the mystery shopper team, and used feedback from customer and mystery shopper visits to resolve service gaps and shape strategic decisions to improve service quality.

Training & Development Specialist at Starbucks (Alshaya Group) (2008-02 – 2009-10)

• Consulted with stakeholders to identify training needs aligned with business objectives.
• Developed implementation strategies for training initiatives and coordinated with training specialists across business units to share best practices.
• Worked with management to keep course materials current and relevant.
• Facilitated market training programs and supported field management execution.
• Administered the training calendar, including classes, workshops, and certifications.
• Tracked training impact through learner satisfaction, proficiency testing, and job performance analysis, and implemented improvements based on results.

Supervisor / Store Manager at Starbucks Coffee Company (2001-09 – 2008-02)

• Trained and developed partners (Employees) on Starbucks customer service standards, operating procedures, and core skills.
• Communicated new product information to partners and maximized sales across assigned stores.
• Maintained inventory and reduced cost of goods sold through systematic receiving and counting.
• Ensured day-to-day store operations complied with company rules, regulations, and approved procedures.
• Drove excellence in staff quality, service quality, cost control, and productivity.

Hotel Management in Hotel Management (2002)