Mohamed Khalil

Mohammed Khalil - Sales, Marketing and Business Development Management - Accomplished and outcome-driven professional with 20+ years of experience in capitalizing on profitable business development & marketing opportunities to maximize corporate revenue and expand categories within FMCG sector. Proven track record of success to optimize category ROI and performance, while building and retaining strong relationships with key accounts. Adept at leading best-in-class in-store activations, upholding brand standards, and securing lucrative negotiations with top accounts. Documented history of analyzing and translating strategies into customer marketing, sales, coverage, distribution, and category development plans. Self-motivated leader; talented at building, steering, and training high-performance teams. Jeddah, Saudi Arabia 22 October, 1978 linkedin.com/in/mohamed-khalil- AREAS OF EXPERTS Strategic Sales Planning Business Development Key Accounts Management New Product Launch Brand Development & Growth Market Penetration Team Leadership & Direction Marketing Mix Strategy Trade Marketing Management Market research & Trends analysis Budgeting and Forecasting Merchandising & BTL Activity WORK EXPERIENCE Global Trade Development Senior Manager - KSA TRIDGE 08/2021 - Present, https://www.tridge.com/ Jeddah, Saudi Arabia Responsibilities Foster safe, efficient, and target-driven global trade ecosystem by implementing TRIDGE mission, while attaining all assigned objectives. Define successful trade deal concept through improvement of collaboration among importers, exporters, and HQ. Drive smooth organizational implementation by building and strengthening relationships with local importers and global exporters as well as overseeing stakeholders, with corrective actions in line with KPIs. Recognized for achieving sales worth $65M in first half of 2022 by introducing top importers activation in agriculture category. Played integral role in establishing KSA distribution center with key aspects, such as location, facilities, manpower, tools, and equipment as well as strategic planning related to sourcing, sales, marketing, and workflow model as part of new project. Enhanced company’s market intelligence capabilities through execution of in-depth market research activities to assess and gather latest market information by liaising with suppliers and buyers. Business Development Manager - KSA Cool & Cool - ABC International Ltd. 07/2018 - 06/2021, https://www.coolandcool.ae Jeddah, Saudi Arabia Responsibilities Selected appropriate key targets, comprising sales, distribution, coverage, projects, launches, activities, as well as forecasting and budgeting through partnership with principal and distributor to steer annual business development plan. Devised and implemented various trade marketing plans across several channels and facilitated robust execution of all brand strategies. Formulated and presented robust IMS data and market trends in cooperation with Global Sales Director. Maximized ROI by prioritizing trade marketing budget spending through effective relationship building with top key accounts. Enabled successful penetration of business in targeted channels across KSA market, including MT, pharma, fashion retail, and WS; while leading negotiations and activations of top accounts with agreed product ranges. Attained major annual targets and KPIs by liaising with distributor team to create and roll out AOP in line with principal objectives and strategies. Page 1 of 3 WORK EXPERIENCE National Sales Manager - KSA Bateel International LLC 06/2015 - 05/2018, https://bateel.com/en_sa/ Riyadh, Saudi Arabia Responsibilities Accelerated brand growth and achieved all profitability objectives via creation of corporate strategies and objectives as well as subsequent translation into actionable sales, coverage, and distribution plans. Utilized leadership skills to build high-performance sales team, comprising functional plan definition, workload prioritization, and performance management. Formulated sales forecast based on product, region, and channel as per approved business plan. Generated contribution of 15% in value share within first year by driving KSA market penetration by leading negotiations of all top key accounts BDA, including retail and food service with focus on cost efficiency. Enabled sustainable business growth by strengthening existing relationships with key accounts, while capitalizing on lucrative business development and promotional calendar planning initiatives. Increased alignment of route plans and coverage cycles with latest updates in timely manner for better productivity. Contributed to filling skill gaps among sales and operation team by presenting monthly sales and distribution performance reviews as well as quarterly business reviews for board members with appropriate action plans. Trade Marketing Manager Gandour 04/2013 - 05/2015, https://www.gandour.com/ Jeddah, Saudi Arabia Responsibilities Prevented deviations of budget spend from categories development plan by cooperating with sales team to establish categories sales targets / forecasts, conduct timely follow-ups on categories performance, and execute corrective actions accordingly. Rendered support to business teams in determining accurate performance of categories and brands via coordination of comprehensive qualitative & quantitative analysis, covering consumer behavior, brand performance, and competitor capabilities. Provide qualitative and quantitative analysis of assigned categories covering consumer behavior, brand performance, and competitors' performance to assist the company in correctly assessing the health of the categories and overall brands. Conducts regular market visits to evaluate category performance and monitor all aspects execution - i.e. distribution, pricing, and promotional activities, identify new developments opportunities required through market analysis reports. Design, plan, execute, monitor, and evaluate sell in, sell out programs, and mega promotions, to ensure the swift off take of products on shelf for all trade channels. Develop merchandising Planogram and standards, coach merchandising teams for excellence execution, maintain close coordination with the external agencies to maintain proper support. Trade Marketing Manager PepsiCo - Pepsi Beverages Company 02/2009 - 03/2013, Riyadh, Saudi Arabia Responsibilities Prepared and provided AOP activity calendar by channel and direct development agenda in collaboration with marketing team, including management of push / pull initiatives, customer-focused program delivery, and selling tool rollouts. Contributed to achieving competitive advantage by analyzing ACNielsen reports on monthly basis for senior management, while simultaneously evaluating all information about competitors, such as activity, pricing strategies, and innovation. Close follow-up during all new product launch operations to oversee pipeline forecast and propose recommendations of packages / price points. Secured incremental increase in volume and visibility at purchase by acting as communicational bridge among sales and marketing teams to provide trade marketing expertise for strategic planning and tracking. Delivered cost-effective benefits within store by communicating with external suppliers to present required POP materials and tailor-made promotional activities. Drove high levels of sales volume and visibility through planning and execution of unique marketing calendar, loyalty programs, and tracking tools to maximize implementation quality and merchandising performance. Page 2 of 3 WORK EXPERIENCE Unit Manager - Trade Marketing & Distribution British American Tobacco 10/2001 - 01/2009, https://www.bat.com/ Cairo, Egypt Responsibilities Started as a Rep. in TT, then executive in MT, and become supervisor, then finally got promoted as unit Manager by May 2004. Met key objectives of regional plan by preparing and presenting effective trade marketing and distribution plans based on brand strategy and market needs. Manage an efficient and effective sales team through on-job training, development and motivation. Achieve trade coverage, brands distribution, and outlets visit plan to maximize routes effectiveness and efficiency, and ensure that availability visibility are maximized in line with brand strategies by trade channel and outlet type. Manage financial accounts and assets and implement the account plans for merchandising and promotions, in order to achieve distribution and visibility targets, with close relationship with top Key accounts to gain high level of support and loyalty. EDUCATION Bachelor of Law Ain Shams University, Cairo, Egypt 09/1997 - 06/2001, COURSES Retail Environment Strategy (08/2015) Oracle Business Intelligence Program (02/2012) Logic - Associated with Bateel International LLC Oracle - Associated with PepsiCo - Pepsi Beverages Company Effective Project Management (10/2011) Effective Business Planning (04/2011) Danatcon - Associated with PepsiCo - Pepsi Beverages Company Icons - Associated with PepsiCo - Pepsi Beverages Company Sales Operational Planning and Execution (11/2010) Key Account Management (03/2010) Pepsi AMEA Univ. - Associated with PepsiCo - Pepsi Beverages Company Pepsi AMEA Univ. - Associated with PepsiCo - Pepsi Beverages Company Marketing Excellence Series (03/2006) Excellent Sales Fundamentals (05/2003) BAT Academy - Associated with British American Tobacco BAT Academy - Associated with British American Tobacco LANGUAGES Arabic English Native or Bilingual Proficiency Full Professional Proficiency ACHIEVEMENTS TRIDGE - Establish KSA Operation (2022) Cool & Cool - Top Fashion Retail Penetration (2020) Start Top Importers activation successfully in agriculture category and achieve $65M sales value in first half of 2022. Negotiate and activate Baby care range in top Fashion retail accounts and gain 23% volume share in first year. Bateel - Top Key Accounts Activation (2015) Gandour - Cup Cake Launch (2013) Negotiate and implement top key accounts BDA’s, with the highest costefficient way and gain 15% value share in first year. Initiate & Lead the project from scratch and gain 15% vol. share with 60% WTD DIST. Aquafina Highest Market Share (2011) British American Tobacco - Highest Growth (2008) Aquafina #1 brand in central franchise (19% vol. share and 57% contribution total KSA) Participate in gaining 38% vol. share in international brands segment. HONOR AWARDS Star Award (2010) BATMAN (2007) PepsiCo - Pepsi Beverages Company Best Bottler activation for FIFA World Cup mega promotions KSA. British American Tobacco Best UM growth achievements (23% Vol incremental) for 2006. Page 3 of 3