Country Sales Manager - Premium Product Company - Food and Beverage - Al Khobar
(2015-01)
Lead national commercial operations with full accountability for revenue, profitability, and market share growth across Saudi Arabia.
- Led national go-to-market transformation, driving 330% revenue growth and accelerating market expansion across KSA.
- Held full P&L ownership, improving margins through pricing strategy and cost optimization.
- Expanded product portfolio to 60+ SKUs, strengthening category leadership and distribution reach.
- Built and optimized nationwide distributor and channel network across modern and traditional trade.
- Established strategic partnerships with international FMCG suppliers across Europe and Asia (LAMAR, Siantara Top, BATSAM, Food Excellence, Solen), enabling portfolio expansion and accelerated market penetration.
- Led negotiations with major retail chains and distributors, securing high-value, long-term agreements.
- Implemented data-driven sales governance using Salesforce (forecasting, pipeline, KPI tracking).
- Recruited, coached, and led a high-performance sales team, consistently exceeding targets.
- Drove trade marketing execution, improving in-store visibility and sell-through performance.
Key Account National Sales Manager - Sara Corporation - Cosmetics - Al Khobar
(2011-01 - 2014-12)
Owned national key accounts strategy and execution across top retail chains in Saudi Arabia.
- Delivered 100%+ annual sales targets consistently across KSA.
- Maintained zero overdue payments, ensuring strong financial discipline and cash flow control.
- Strengthened relationships with top-tier retail accounts, increasing share of shelf and category growth.
- Designed and executed account-specific growth strategies and promotions.
- Collaborated cross-functionally with marketing and supply chain to align execution.
Regional sales manager - Sora Corporation - Cosmetics - Eastern Province
(2007-09 - 2010-12)
- Achieved 400% revenue growth through aggressive distribution expansion and pricing strategy.
- Delivered 100% market coverage, increasing product penetration across key channels.
- Managed high-value accounts and improved regional profitability.
- Developed team capabilities through structured coaching and training.
Area sales manager - Sara Corporation - Cosmetics - Riyadh
(2006-08 - 2007-08)
- Expanded regional customer base and strengthened retention.
- Improved operational efficiency through process optimization.
- Implemented performance tracking and team development practices.
Sales representative - Sara Corporation - Cosmetics
(2003-01 - 2006-07)
- Increased revenue by acquiring new customers and expanding existing accounts.
- Delivered high-quality customer service and managed client relationships.
- Monitored sales performance and reported insights to management.
Sales representative - United (P&G Sector) - Cosmetics - Cairo
(2001-01 - 2002-12)
- Expanded client base through targeted sales initiatives.
- Coordinated with logistics teams to ensure timely product delivery.
- Participated in trade shows to enhance brand visibility.
