Shafeeq Basheer
Results-driven Area Sales Manager with over 6 years of experience in the FMCG and food distribution sector in Saudi Arabia. Proven track record of driving revenue growth, achieving and exceeding sales targets, and leading high-performing sales teams. Demonstrates strong expertise in territory management, distributor network development, and key account management across the Western Region (Jeddah, Makkah, Taif). Adept at analyzing market trends,optimizing sales strategies, and enhancing operational efficiency to maximize business performance. Recognized for delivering 30% sales growth within the first year of promotion through strategic planning and effective team leadership
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نبذة
Area Sales Manager with 6+ years of FMCG experience in Saudi Arabia, specializing in General Trade (GT) and distributor management across Western Region (Jeddah, Makkah, Taif). Proven track record in delivering 30% revenue growth, expanding distribution networks, and executing Route-to-Market (RTM) strategies. Experienced in P&L management, sales forecasting, key account management, and leading high-performing sales teams to achieve business targets.
الخبرة
Area Sales Manager (Promoted from Sales Supervisor) at Arabian Food & Dairy Factories Co. (FADECO) (2021-07 – Present)
Lead end-to-end sales operations and P&L management across Western Region
- Lead end-to-end sales operations and P&L management across Western Region
- Manage and develop a team of 8–12 sales executives, improving productivity and performance
- Delivered 30% revenue growth within the first year of promotion
- Manage annual business volume of SAR 6 Million+
- Expanded distribution network by 20%+, covering 100+ active outlets
- Strengthened key account relationships, increasing repeat business by 15–20%
- Implemented route-to-market strategies improving coverage & efficiency
- Achieved KPIs including Numeric Distribution (ND), Weighted Distribution (WD), strike rate improvement, and collection efficiency targets
- Managed General Trade (GT), Wholesale, and Key Accounts, ensuring strong market coverage and visibility
- Conduct sales forecasting, budgeting, and performance analysis
- Monitored market trends & competitor activities to identify growth opportunities
Sales Supervisor at United Ice Factory (2019-06 – 2021-07)
Supervised daily sales operations across Western Region
- Supervised daily sales operations across Western Region
- Led and motivated a team of sales representatives to achieve targets
- Expanded distributor network & retail coverage
- Managed key accounts, improving retention and sales volume
- Identified new business opportunities and onboarded clients
- Ensured strong merchandising & product visibility standards
- Supported execution of sales strategies and promotional campaigns
التعليم
Bachelor of Business Administration in Marketing – University of Mysore (2012)
