Eslam Shama
Strategic and data-driven Category Management & CPG Sales Leader with 15+ years of experience
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About
Strategic and data-driven Category Management & CPG Sales Leader with 15+ years of experience across FMCG, retail, and international markets. Proven expertise in trade marketing, category development, key account management, and product lifecycle execution. Strong track record in driving revenue growth, optimizing assortments, managing distributor relationships, and delivering data-backed insights to improve retail performance.
Skilled in collaborating with buyers, suppliers, and cross-functional teams to achieve commercial excellence.
Experience
Senior Key Account Manager - GLOBAL MARKET FOODS (GMF) - Houston, TX
(2025-06)
- Drive sales performance through the analysis of POS data, customer insights, and market trends to identify growth opportunities.
- Partner with retail buyers to optimize assortments, promotions, and in-store execution.
- Lead new product launches, ensuring readiness across the supply chain, sales, and merchandising.
- Monitor product performance and resolve operational or data-related issues impacting revenue.
- Support category growth strategies through competitive and market analysis.
Sales and Marketing Manager - SUN SNACK - Houston, TX
(2019-05 - 2025-06)
- Managed the full product lifecycle, including SKU setup, pricing strategy, pack configuration, and go-to-market execution.
- Improved product data accuracy across systems, aligning sales, marketing, and supply chain functions.
- Analyzed sales performance to optimize the assortment, resulting in improved revenue and reduced slow-moving SKUs.
- Led trade marketing initiatives and supported digital merchandising and content strategies.
- Managed supplier relationships and product updates to ensure consistency and compliance.
Sales Manager - SUN SNACK - Dubai, UAE
(2019-05 - 2025-06)
- Led multi-account operations, ensuring execution excellence, product availability, and on-time delivery.
- Tracked KPIs and implemented corrective action plans to close performance gaps.
- Acted as an escalation point for key clients and operational challenges.
Channel and Category Development Manager - FRIESLAND CAMPINA - Middle East
(2016-05 - 2019-05)
- Developed category strategies and hierarchies aligned with shopper behavior and channel dynamics.
- Delivered category growth through assortment optimization, pricing strategies, and improved distribution.
- Partnered with key retailers to manage shelf space, promotions, and joint business plans.
- Provided performance insights and recommendations to senior leadership.
Shopper Marketing Manager - FRIESLAND CAMPINA - Jeddah, KSA
(2016-05 - 2019-05)
- Led shopper insights and retail activation strategies to drive conversion and category growth.
- Managed campaign planning, execution, and ROI measurement.
Senior Key Account Manager - PEPSICO - Jeddah, KSA
(2014-01 - 2016-05)
- Managed high-value retail accounts, delivering strong revenue growth and executing KPIs.
- Negotiated contracts and led joint business planning with key customers.
- Delivered data-driven insights to improve in-store execution and sales performance.
Key Account Manager - ARABIAN TRADING SUPPLIERS - Jeddah, KSA
(2012-12 - 2014-01)
- Grew key accounts through relationship management and targeted sales strategies.
- Improved client retention through proactive communication and issue resolution.
Category Management Manager - UNILEVER - Egypt
(2008-12 - 2012-12)
- Led category planning, assortment strategy, and merchandising standards.
- Used data and analytics to optimize the product mix and improve category performance.
- Trained and developed team members to enhance execution capabilities.
Account Manager - UNILEVER - Alexandria, Egypt
(2008-12 - 2012-12)
- Built strong client relationships and increased customer satisfaction and retention.
Education
MBA - Marketing - Cairo University
B.Sc. - Physics & Chemistry - Alexandria University
