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)
