Karim Alaya

Commercial Director / business développer and retail director @Mondelez International

Sales & BizDevBusiness Development ManagerHead of GrowthSales Manager

A seasoned commercial leader with over 20 years of experience in driving business growth across the Middle East and Africa. Currently the Commercial Lead at Mondelez International, Karim has spearheaded initiatives that boosted turnover by 60% and expanded market share in highly competitive regions. His expertise in strategic planning, revenue growth management, and distributor optimization has consistently delivered exceptional results. Karim's leadership in turnaround strategies, coupled with his deep understanding of market dynamics and cross-functional collaboration, has earned him a strong reputation for driving profitable growth and leading high-performing teams in complex environments.

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Work Background

Commercial Lead & Strategic Sales Director - Levant

Mondelēz InternationalCommercial Lead & Strategic Sales Director - Levant

Oct. 2020 - Nov. 2023• Led the Levant cluster at Mondelez International, implementing a turnaround strategy that increased turnover by 60% during hyperinflation. • Spearheaded cross-functional initiatives to drive a 5% market share increase across markets by adapting sales and marketing strategies. • Leaned on Price Pack architecture and Trade terms optimization to increase profitability by 12% and trade investment utilization by 18%, safeguarding company interests through negotiations and favorable rulings.

Cluster Business Development & Sales Director | Negotiation | B2B Strategy | CRM | Market Expansion

Kimberly-ClarkCluster Business Development & Sales Director | Negotiation | B2B Strategy | CRM | Market Expansion

Nov. 2010 - Sep. 2020Dubai, United Arab Emirates• Led a major transformation project in Jordan, Morocco, and Tunisia, replacing outdated distributors with stronger alternatives, minimizing financial impact. • Established a consumer-focused Price-to-Trade strategy in Iraq, achieving 37% CAGR and reducing parallel trade. • Launched pharmacy channel trade distribution programs in Lebanon, resulting in a 50% increase in numeric distribution and improved portfolio execution.

National Key Account Manager

Kimberly-ClarkNational Key Account Manager

Oct. 2008 - Oct. 2010Jeddah, Makkah, Saudi Arabia

Key Account Supervisor

Kimberly-ClarkKey Account Supervisor

Mar. 2007 - Sep. 2008Riyadh, Saudi Arabia

Area Sales Supervisor

Nada - ندىArea Sales Supervisor

Feb. 2005 - Feb. 2007Riyadh, Saudi Arabia

Trade Marketing Supervisor

bTrade Marketing Supervisor

Jan. 2004 - May. 2005Riyadh, Saudi Arabia

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