Khaled Zein Abdul Aal

Chief Commercial Officer-CCOFull Time

• Job Details:Experienced commercial person, Results oriented, relies on teamwork as a team member, coaching by model, sets clear KPIs for each team member, healthy communication with the team to ensure effectiveness, excellent communication with other departments, good understanding of other departments needs And R.P.I. Taking responsibilities on me is associated totally and as important having business authority according to the company's authority matrix, great excellent communications with all major client accounts, good analysis of audits and research reports, and a game changer to put in place the best policies and plans to achieve the company's goals. Strategic goals, building a successors team is one of my top priorities. Significant in-depth experience in FMCG especially pre-fried market (starting from farming, production, packaging, specification, all customer segments, branding and marketing).

OT. Commercial Sales Director - PladisGlobal - EgyptFull Time

• Job Details:Successfully Developing and leading OT. Commercial plans strengthen and expand Pladis positioning at all Organized Trade with and assigned Markets, Channels, by preparing, negotiating, and executing all Business plans, including all Trade marketing, Category Management, Merchandising Team 2. Accountable for maintaining and developing Strategic growth plans for Each Market, and total OT, with highest focus on Portfolio management, Categories profitability, and creating a well effective Promotion plans & Visibility Net Growth (2022 vs. 2021) 18% - Value Market Share 27% - Numerical & Weighted Dist., 100% - EBITDA % 12 3. Leading E Commerce Business Channel B2C & B2B including all trade marketing Function 4. Leading All Biscuit category management at different Markets by deep understanding for each subcategory segmentation analysis ( Nielson – Mars&Co – Cantar ) and negotiate and deal with each market to present each subcategory according to its business contribution (Perfect store program based on Planogram implantation). 5. Successfully planning, utilizing Trade marketing budget to enhance Brand visibility as Biscuit category leader, in parallel with highest A&P return of investment, Including designing and production of needed POSM for each market. Trade Marketing Actual spend 5.8 Million (96% of Budget) – Merchandising actual spend 6.4 million (89 Headcount) – Promotion actual spend 9 Million (90% of A&P 2022 Budget ) 6. Leading the Change of Key accounts Deals (Contracts) from Year-by- year incrementality to provide trade with a margin that encourages support of our business to Deliberate and focused investment tied to measured business drivers and returns as (Range - Space - Efficiency – Scale - Growth – Category Management). 7. Consistently direct the Team to capture and track all individual elements of spend associated with promotions whether Contractual or periodic TSA - consumer/trade product discount - leaflets extra visibility and other contractual elements directly related to promotions or trade marketing 8. Ensure as part of Net revenue Management ‘Pladis get what it pays for’–purchases not given to be “netted off” the contract 9. Improve capture of the consumer promotion mechanic and volume performance of the promotion Track what the consumer promotions are and the length of time. 10. Push and deal with retailers to provide sales-out (EPOS) data (e.g., consumer price, sales, and volumes)

Sales & Trade Marketing Manager Egypt, Libya & SudanFull Time

• Job Details:Reports line to: MENA & Levant Regional Manager As I Started working in UBI (McVitie’s) 2014 as Sales & Marketing Manager (Egypt – Sudan – Libya) Was responsible for two main integrated roles in Egypt (strategic – Direct Managing execution) Strategic • Designing and setting All BTL Marketing Budgets & policies according to UB strategies • Planning & Setting Annual Commercial Targets (Country/Channel/Area/Product) • Pricing Policy along with Generated Marketing budgets to achieve the Targeted Profitability • Market Prices with Different channel’s Price structure • Country Distributor Stock Management insuring Products availability putting in consideration Distributor P&L & Planned shipping Budgets. • Full Responsibility for POSM & Outdoors (Designing – Production - Budgets) according to UBI Standards Executing: • Daily monitoring and managing for all sales activities With Regional & Countries Managers and Merchandizing Team (Internal / External) • Initiative for solutions to any commercial Obstacles and assist in the execution. • Leading the Authorized distributors in executing the trade contracts • Acting the Main role in the trade negotiation (Organized Trade & Sub Distributors) Contracts. • Ensuring sales targets are achieved in a scientific way (Avoid over or under stocking) • Ensure monthly promotion’s executions are as per the agreed plan. • Ensure the promotion materials needed are ready according to The Plan. • Following up visibility standards execution & agreements through market visits. Job Scope & Accountabilities Strategic Purpose is: Insuring flawless and effective integration McVitie’s brands across `General Trade Channel & (Multinationals Organized Trade & Local Modern Trade chains) The primary objective of my Position is to lead the sales strategy for enabling McVities to execute business growth plans and be capable of delivering the planned In Market Sales ( Secondary Sales) ;net revenue, profitability , and 5P’s (Product – Price – Promotion - Packing – Positioning ) improvements on a consistent basis. And to play a leadership role in the development of the sales team resulting in superior performance and a strong talent bench. Maintain and develop the Pladis relationship with the (McVitie’s) Distributor personnel And to lead the development and implementation of the annual sales plans including IMS; Trade Activities, in order to deliver all channels related KPIs, The best-in-class execution in Modern Trade, Leading Go to Market capability expansion by building the business with key customers and implement, Develop together with the Distributors team; trade terms by customer that leads to maximum volume, profit, customer satisfaction and product availability, at appropriate cost. Partnering with the marketing Dept. to develop business plans for new brands and categories and lead the Organized Trade market sales in implementation with initiating and evaluating the reduction of trade spending in relation to Organized Trade net revenue. Elaborate with the Demand planner to improve sales forecast accuracy with reviewing sales results monthly and initiate appropriate action steps to deliver the right targets. and finally lead and motivate the sales force to achieve excellent customer relationships and business results. & coach and develop key talent within sales force to implement Tailored planograms, execution guidelines for Clients