Director of Sales - Muhaton International Inc. - Richmond, BC
(2019-03)
Lead international sales growth and market expansion activities for a Canadian food and beverage company managing multiple consumer brands across global markets.
- Developed distributor partnerships and territory expansion strategies across Canada, USA, UK, Ireland, Australia, Saudi Arabia, UAE, Oman, Egypt, and Rwanda.
- Negotiate exclusive distributor agreements, royalty-based manufacturing partnerships, and market-entry arrangements across multiple international territories.
- Manage distributor performance, quarterly business reviews, sales forecasting, pricing discussions, and territory growth initiatives.
- Expanded OEM and toll-filling partnerships across Saudi Arabia, Egypt, Oman, Vietnam, Canada, and Rwanda to support commercial growth and regional market penetration.
- Led product launches, distributor onboarding, packaging adaptation, and GTM execution activities across multiple international markets.
- Coordinated cross-functional activities between distributors, manufacturers, suppliers, and logistics stakeholders to support product availability and sales growth.
- Supported expansion of internationally distributed product categories including beverages, rice, tea, dates, and Canadian agricultural products.
Sales and Distribution Director - RayanCplus - Dubai, UAE
(2020-10 - 2026-03)
Lead distributor development and sales expansion initiatives across international consumer goods markets.
- Support territory growth, partnership development, sales forecasting, and market penetration activities across multiple regions.
- Coordinate distributor onboarding, product launches, commercial planning, and channel expansion initiatives supporting business growth.
- Manage relationships between distributors, manufacturers, and commercial stakeholders to support sales performance and market execution.
Business Advisor - ISSofBC - Surrey, BC
(2022-04 - 2024-04)
Supported newcomer entrepreneurs with business planning, commercialization guidance, and market-entry strategies within a federally funded entrepreneurship program.
- Organized biweekly workshops focused on Canadian business development, entrepreneurship, networking, and operational fundamentals.
- Established a business networking community to support partnerships, collaboration, and business growth opportunities among newcomer entrepreneurs.
- Assisted startups across manufacturing, technology, import/export, and small business sectors with launch planning and commercialization strategies.
- Achieved an estimated 80% business launch success rate through mentorship, ecosystem coordination, and strategic business support initiatives.
- Supported founders with investor readiness, pitch development, partnership building, and business growth planning activities.
Sales Manager - Aujan Coca-Cola Beverages Company - Dammam, Saudi Arabia
(2012-06 - 2018-03)
Led regional sales growth and market expansion across 5 branches within a high-volume FMCG environment.
- Managed branch managers, wholesale operations, key accounts, trade marketing activities, and route-to-market execution across regional operations.
- Directed territory growth, sales forecasting, distribution performance, market penetration, and revenue growth initiatives across multiple branches.
- Managed commercial KPIs including sales growth, profitability, service levels, market execution, and distributor performance.
- Coordinated cross-functional activities involving sales teams, warehouse operations, fleet management, finance, and trade marketing teams.
- Achieved the highest growth region within MENA with a CAGR of 13%.
- Delivered the best Vimto distribution and sales performance in MENA for three consecutive years.
- Led the highest-performing Barbican launch within MENA through coordinated sales execution, trade marketing, and distributor alignment.
- Recognized as the leading implementor of 5S standards across the GCC region supporting execution excellence and sales performance.
Marketing & Investment Consultant - Shihab Insurance and Trading Agencies Ltd - Sana'a, Yemen
(2007-12 - 2011-08)
Supported the transformation of the business from an USD 80M distributor-focused company into a diversified USD 350M manufacturing, distribution, and export operation with approximately 350 employees.
- Established a market intelligence department supporting data-driven sales strategy, market analysis, and commercial growth planning.
- Led feasibility studies supporting expansion into water bottling, food manufacturing, detergent packaging, tissue products, and international export activities.
- Secured strategic partnerships and exclusive agreements with multinational organizations including Henkel and Kimberly-Clark.
- Supported development of toll-filling and manufacturing partnerships across multiple product categories and international markets.
- Established export department activities supporting international business growth and territory expansion initiatives.
- Improved sales execution, inventory visibility, and order fulfillment through digitized field sales and distribution modernization initiatives.
