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Work Background
Qawafel | قوافلGM
Jul. 2023Riyadh, Saudi ArabiaOverseeing the day-to-day operations of the startup and ensuring that the organization is running efficiently and effectively through :
- Developing and implementing operational policies and procedures to ensure the company operates smoothly via strong teamwork.
- Managing and supervising the activities of various departments including Finance, Investment, Marketing, Growth, Operations, and HR.
- Developing and implementing strategies to improve the company's overall productivity, and profitability.
- Ensuring the company's operations comply with best practices legally and recruiting the best talents to ensure delivering superior customer experience.
- Collaborating with other executives to develop and implement the company's overall strategic plan.
- Identifying and mitigating operational risks that could negatively impact the company's performance.
- Monitoring and analyzing key performance metrics to identify areas for improvement.
- Building and maintaining relationships with stakeholders, including investors, business partners, retailers, and sellers.
Qawafel | قوافلHead of Strategy and Investment
Jul. 2022 - Jun. 2023Riyadh, Saudi ArabiaActed as an entrepreneur and performing the duties of Value Creation Operating Partner and leading Qawafel’s new business development efforts into full potential expansion, building internal capability, cross-functional team leadership, and restructuring underperforming divisions into profitability in preparations for any future merger & acquisition (M&A) resulting in: - Successfully launched a new business model delivering sales growth of 376% versus year ago. - Successfully reduced company costs by 25% through financial analysis resulting in GM% unit of economics improvement by 417% supported by low operating costs of new business model fully supported by our product development. - Led the investments fundraise of 7.5 million USD in Pre-Series A Equity round and drove a 40% premium on company valuation. - Been recognized by founders and lead investors as the transformation and turnaround architect for the startup in 2022.
AmazonHead of Fashion Marketplace
Jan. 2022 - Apr. 2022Riyadh, Saudi ArabiaActed as a seasonal leader for a short-term project (part of London Business School EMBA graduation curriculum) to transform the Saudi fashion business in terms of sales management performance, team capability, and establishing strategic partnerships with best selling brands in Saudi resulting in:
- An overachievement of Q1 by 3% versus target on sales for the first time in Amazon Saudi Fashion business unit history.
- Led the strategic partnerships with key brands in Saudi resulting in increased listed items on the marketplace by 17% versus the target.
- Conceptualized and drove a new operating model where we focus on key business drivers generating higher clicks and reviews on marketplace by 35%.
- Transformed the existing team performance through capability building and become results oriented.
FreelanceStartup Mentor
Jul. 2021Riyadh, Saudi Arabia
AMS BAESHEN & CO.Senior Global Brand Manager and Innovation Leader
Dec. 2019 - Nov. 2021Jeddah, Makkah, Saudi ArabiaLed the food and beverages commercial & marketing teams to turnaround the business and diversify the portfolio risk focusing on locally relevant superior brand benefit marketing communication, social media marketing, online marketing, brand management, brand development, superior manufacturing product formula, superior packaging, and optimized operations management through complex problem solving, and result driven marketing management resulting in:
- Successfully led the commercial team to deliver sales growth of 30% in international markets and 8% in Saudi market.
- Solved for stagnant growth through Whitespace Expansions via new business development supported with market research on product superiority and launched successfully 3 different brands in new categories.
- Drove a business planning program to clean up the market from slow moving inventory while owning the budgeting process and still overachieving on bottom-line commitment by 15%.
- Received a financial award for overachieving company objectives and cleaning up all old inventory in the market.
Procter & GambleLaundry Brand Manager
Apr. 2019 - Nov. 2019Dubai, United Arab EmiratesManaged Fabric Care (Ariel, Tide, and Bonux) Laundry Detergent brands in terms of brand management design & execution of strategies within the Arabian Peninsula region including product development for growth and online advertising resulting in:
- Developed Best-in-Class Penetration & CDI Business Model on PODs detergent via creative communication and celebrity partnerships.
- Delivered +10% on Top-line and Bottom-line Growth (highest record within the region).
- Led the commercial team to deliver the Highest Share Growth of +3 Points within 1 Fiscal Year.
- Received a CEO award for the highest Top-line Growth in the past 10 years.
FreelanceValue Creation and Fundraise Advisor
Jul. 2017Riyadh, Saudi Arabia
Procter & GambleDowny Brand Manager
Mar. 2016 - Apr. 2019Dubai, United Arab EmiratesManaged the Downy business within Arabian Peninsula Region and designed strategies for the total Middle East & Africa Region including Global responsibilities on marketing communication, digital marketing strategies, business model creation, and e-commerce penetration resulting in:
- Developed a Winning Business Model for Fabric Enhancers to enable double-digit growth.
- Delivered +40% on top-line & 2.5x on Bottom-line (Highest Growth over the past 10 years).
- Led the commercial team to deliver the highest-ever share record growth by +13 points.
- Delivered the new Brand Architecture and Global Equity driving innovation to win.
- Delivered the first Naturals proposition to the Region growing at 8-10% year-on-year.
- Received a CEO award for “Highest Global Market Share Growth”.
Saudi Goody Products Marketing Co. Ltd.Associate Brand Manager
Apr. 2015 - Jan. 2016Saudi arabia, JeddahManaged the Goody Pasta Business within Saudi Arabia in terms of brand management, marketing communication, online marketing, in-store marketing resulting in:
- Launched Pasta Sauce in Saudi as part of our category expansion plans.
- Managed initiatives and launches go-to-market plans achieved +2% on top-line growth.
MTH Trading & Constructions Est.Founder and Head of Business Development
Jan. 2011 - Mar. 2014Saudi ArabiaI kick-started my professional career at an early age when during my university days in 2011, I spotted an opportunity within the Saudi Government Sector to serve as a Supplier to the National Guard Health Affairs Hospital. Along with 2 partners, I started providing:
- Specialty Engineering Spare Parts.
- Electrical Materials.
- Sanitary Materials.
- Bio-Medical Spare Parts. Major Achievements:
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- Commendably initiated the project with 3 partners serving the government & public sector in 2 main areas of spare parts & equipment supply & constructions
- Achieved 800% growth on top-line over 3 years and managed to become one of the top 10 suppliers within the Saudi National Guard Health Affairs in Jeddah within a short span of time
- Successfully delivered 15,000 SQM of Block (wall building) at the new King Abdulaziz International Airport (New Terminal)
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