Osama Zaki

Strategic Sales Director with over 20 years of success in the FMCG sector across Saudi Arabia and Egypt. Proven track record of delivering double-digit growth, driving national sales strategies, and leading cross-functional teams across Multiple channels and sectors. Recognized for P&L ownership, channel development, BDA negotiation, go-to-market planning, and Route-to-Market execution.

Adept at building high-performance teams, optimizing sales operations, and exceeding revenue targets through strategic planning and execution.

Sales Director at Al Fares Group (2021-03 – Present)

• Directed the Sales and Distribution operations across KSA, managing a SAR 250M+ business.
• Developed and executed commercial strategies to accelerate revenue growth, profitability, and market expansion.
• Led sales forecasting, pricing, and channel development to maximize business performance.
• Drove brand positioning, marketing initiatives, and consumer engagement to increase market share.
• Strengthened key customer, distributor, and strategic account relationships through effective negotiations.
• Built and developed high-performing sales teams through coaching, KPIs, and performance management.
• Successfully launched new products through effective Go-to-Market and Route-to-Market strategies.
• Managed sales budgets, receivables, and commercial performance while maintaining strong financial discipline.
• Leveraged sales analytics & cross-functional leadership to optimize resources, improve execution & achieve objectives.

Head of Key Accounts and Business Development Manager at IFFCO (2016-01 – 2021-03)

• Directed sales and distribution operations for IFFCO portfolio across Saudi Arabia, covering Edible Oil, Olive Oil, Biscuits, Flour, Culinary, and Personal Care categories.
• Managed a business with SAR 300M+ annual revenue, ensuring sustainable growth and profitability.
• Developed & executed annual commercial & promotional plans by brand & customer to increase share & sales performance.
• Led BDA negotiations and customer agreements with key modern trade and wholesale accounts.
• Conducted quarterly business reviews with customers to identify performance gaps and implement corrective growth plans.
• Monitored sales investment, trade spending, and profitability to optimize return on investment.
• Partnered with Marketing to launch new products and execute go-to-market strategies across KSA.
• Maintained strong relationships with key customers and distributors through regular market visits and performance reviews.
• Used sales and market analytics to identify opportunities, address weaknesses, and drive data-based decisions.

National Modern Trade and Mini Market Sales Manager at Halwani Brothers (2013-10 – 2015-12)

• Led commercial strategy & sales operations for a diversified FMCG portfolio, generating over SAR 260M in annual revenue.
• Developed and executed national sales strategies to accelerate revenue growth, market share, and profitability across KSA.
• Negotiated and managed Business Development Agreements with key customers to maximize long-term business value.
• Conducted Quarterly Business Reviews & implemented Joint Business Plans (JBPs) to drive sustainable customer growth.
• Designed & executed annual trade promotion strategies per customer to improve sales performance and brand visibility.
• Drove demand planning and forecasting accuracy to optimize inventory, product availability, and financial performance.
• Monitored commercial KPIs, identified performance gaps & implemented corrective action plans to achieve goals.
• Led market execution through regular customer visits, strengthening strategic partnerships & ensuring excellent execution.

National Direct Distribution and Key Accounts Sales Manager at Savola Food (2007-01 – 2013-09)

• Directed the sales and distribution of Savola's leading sugar brands, managing an annual business worth SAR 240 million.
• Developed and executed channel-specific commercial and sales strategies to maximize revenue, profitability & market share.
• Built and strengthened a direct distribution network while expanding coverage and improving van sales productivity.
• Successfully transformed the van sales operation into a Cash-on-Delivery model, enhancing cash flow & operational efficiency.
• Designed & implemented monthly promotional plans by channel, brand & customer to consistently achieve sales & profit.
• Led commercial negotiations with Key customers, optimizing BDAs, improving commercial terms, and expanding SKU listings.
• Enhanced GTM & RTM strategies to increase cross-merchandising visibility & strengthen relationships with key accounts.

National Key Accounts Sales Manager at AMS Baeshen (2004-05 – 2006-12)

• Directed the sales and distribution of AMS Baeshen's leading portfolio (Rabea Tea, Bee Sugar, and Al-Hamra Charcoal), managing SAR 100M+ in annual revenue.
• Drove sustainable revenue growth and profitability by delivering both top-line and bottom-line business objectives.
• Developed & executed commercial business plans & sales initiatives to accelerate market growth & strengthen positioning.
• Led strategic negotiations with key accounts, optimizing BDAs and building long-term customer partnerships.
• Collaborated with Marketing & Trade Marketing to design & implement high-impact promotional & category growth plans.
• Led high-performing sales teams through target deployment, performance management, financial oversight, and nationwide business reviews to ensure consistent execution and results.

Regional Sales Manager at AMS Baeshen (2002-01 – 2004-04)

• Led the Central Region commercial operations for AMS Baeshen's flagship portfolio, including Rabea Tea, Bee Sugar, and Al-Hamra Charcoal, driving sustainable sales growth and market expansion.
• Developed & executed sales & distribution strategies, strengthening market penetration, customer acquisition, and performance.
• Built, coached, and led a high-performing sales team, enhancing productivity, execution excellence, and organizational capability.
• Strengthened key customer relationships and delivered consistent business growth through effective commercial planning, promotional execution, and cross-functional leadership.

Territory Development Manager at PepsiCo (1999-01 – 2001-12)

Bachelor of Arts in Geography – Tanta University