Basic Info

Khaled Shehata Hafez

More than 15 years

Cairo, Egypt

Master's Degree

Senior Management

Work Experience

Sales & Marketing Director (FMCG) at KNP International

Experience Details

Sales & Marketing Director (FMCG)

Sales/Retail, Business Development

Senior Management (e.g. VP, CEO)

Responsible for developing and delivering the strategic business plan for the sub cluster while managing the distributors to design, resource, align and execute the business plan. Engaging with the enabler functions to design the optimal ways of working and achieve accelerated growth for the KNP business. Transitioning the business model and securing profitable growth, ensuring the business is set for growth and constantly reviewing the business model to gain operational efficiencies that drives growth and minimises cost.
Overall responsibility to deliver the financial commitment by month by quarter and full year;
• Full P&L accountability (Gross Trade Sales down to Operating Income)
• Deliver target with a robust demand forecast aligned to the inventory goals and contractual agreements
• Build a solid business plan aligned to the marketing brand strategy and designed to deliver the correct GP and market share target by brand, category and channel
• Ensuring the KNP brand portfolio has the optimal coverage, pricing and distribution strategy
• Ensure that the in store standards and must stock list are clearly articulated and executed by the distributors
• Ensuring that any operational efficiencies are maximized e.g. margins, carrying costs & infrastructure
Business Plan Management
• Create a regional roadmap with the distributors stating a clear vision and mission aligned to the company roadmap and the markets’ strategic plan
• Ensure the plan is aligned with the senior management team and implemented both internally and externally
• Create the right tools, reports and review to monitor ongoing performance
• Build a capability model for each critical function and ensure that the right people are in the right roles with clear capability building and development plans
• Review the plan with key stakeholders managing carefully any decision sharing or resource allocation to capitalize any incremental opportunities
• Work with local counsel to ensure that the strategy and operations are 100% in compliance with KNP’s code of business conduct.
Distributor Management
• Align the distributor business partner to deliver the plan with the right coverage model
• Ensure that the distributor recognizes any organization gaps and has a clear strategy to fill the gaps as well as cascade the targets and objectives to assign clear accountability and responsibility
• Ensure the distributor is set up to deliver the channel strategy and has a clear trade investment strategy and allocation of resources
• Ensure deployment and capability to deliver on budget, modern trade added value partnerships and in store strategies aligned to the KNP Way of working
• Create and align with the organization and distributor the appropriate reporting formats e.g. dashboards, retail audit, investment trackers, forecasting
• Ensure the distributor has a robust forecasting process and timely delivery of the required S&OP inputs
Cost & Operational Efficiency
• Build a clearly defined cost structure covering all aspects of the distributor go to market model
• Recognize the drivers of costs and develop plans jointly with the distributor to improve efficiency e.g. carrying costs and sales costs
People Management
• Recruit the right talent for KNP & the distributor organization(s)
• Manage key stakeholders to ensure that they are aware of developments across all aspects of the business
• Ensure that the leadership team is aligned to the action plans and the priorities so they can engage appropriately and be supportive and provide direction.
• Engage the critical enabler functions; supply chain, marketing, finance, QA, regulatory and shopper to ensure that you have a full cross functional plan with clear accountabilities and responsibilities with a unified goal
Cross functional working
• Provide clarity for the organization during HPT (High Performance team) on the business dynamics to enhance understanding and improved levels of engagement and support
• Work as a key member of the customer and commercial function to share best practices and provide support to colleagues to improve business efficiency and growth
• Work collaboratively with the shopper and customer team to ensure best practice application of investment, in store drivers, customer partnerships and distribution.
Critical with supply chain and finance for the clear roles and responsibilities in addition to daily operational requirements


Company Details

KNP International

Cairo, Egypt

101-500 employees

FMCG

N/A

Feb 2017 to present (9 months)
Sales Director at ABC For Trading &Distribution

Experience Details

Sales Director

Sales/Retail

Senior Management (e.g. VP, CEO)

Job Profile:

Meet and exceed sales volume and gross profit margin targets through effectively managing the customer base and all available resources, open new channels, develop and gain new territories and regions while maintaining a continuous flow of profitable business from existing customers keeping the highest standards of customer service within Sales and in collaboration with Sales Support Services, Technical Services and Operations


Company Details

ABC For Trading &Distribution

Cairo, Egypt

11-50 employees

FMCG, Retail

N/A

Jun 2015 to Dec 2016 (1 year 6 months)
National Sales Manager at Marico Limited

Experience Details

National Sales Manager

Sales/Retail

Senior Management (e.g. VP, CEO)

Duties:
1. Determines annual unit and gross-profit plans by implementing marketing strategies.
2. Analyzing trends and results.
3. Establishes sales objectives by forecasting and developing annual sales quotas for regions and territories.
4. Projecting expected sales volume and profit for existing and new products.
5. Implements national sales programs by developing field sales action plans.
6. Maintains sales volume, product mix, and selling price by keeping current with supply and demand, Changing trends, economic indicators, and by counseling and disciplining employees.
7. Planning, Monitoring, and appraising job results.
8. Maintains professional and technical knowledge by attending Educational workshops
9. Reviewing professional publications.
10. Establishing personal networks; participating competitors. Establishes and adjusts selling prices by monitoring costs, competition, and Supply and demand.
11. Completes national sales operational requirements by scheduling and assigning Employees.
12. Following up on work results. Maintains national sales staff by recruiting, selecting, orienting, and training employees.
13. Maintains national sales staff job results in professional societies. Contributes to Team effort by accomplishing related results as needed.
14. Sets the Country sales direction including vision, strategy, competitive environment, short and long term needs.

15. Develops and executes the business plan, to achieve agreed revenue, volume and margin targets for designated region within Retail, Distribution, Dealer and National Operators.

16. Drives rigorous and accurate processes to forecast sales and ensure availability of product to meet market requirements.

17. Ensures participation of sales personnel in the formulation and implementation of company strategy and processes.

18. Constructs detailed customer business plans aligning with marketing, production, and logistic capabilities, to meet the revenue and profit plans of the company.

19. Translates company priorities into sales priorities, identifying implications of pricing strategies, marketing strategies, etc. on both individual customers and on the overall customer base.
Maintains and increases revenue for National Accounts through comprehensive sales strategies while managing the entire sales cycle, including, but not limited to, prospecting price increases, bids, and contract renewals.

20. Establishes personal contact with key customers and regularly monitors the handling of large accounts.

21. Builds strong trading relationships with key decision makers in distributors, dealers and retailers.

22. Ensures sales plan implementation– tracks, pushes and motivates sales team and team managers, reports & evaluates the progress together with the sales teams and adjusts the plan.

23. In conjunction with marketing, evaluates and analyzes individual product line performance, advising on promotion effectiveness, pricing, price movements, competitor activities, quality, distribution channels, etc.

24. Analyzes and assists in the impact of new product launches, and in the construction of launch plans which include all aspects of the supply chain.

25. Ensures sales teams are carrying out sales process within quality procedures.
Evaluates employees' skill sets to both current and future role requirements and
26. provides retraining or other corrective action as required.

27. Conduct market and competitor analysis based on the data provided by IMS.

28. Monitor the sales and the products stock on a daily basis

Achievements: Established new sales channel (Grocery) by assigned 15 distributors covering Egypt market, Established 3 national distributors to cover Pharmacy, wholesalers and key accounts, achieved budgeted sales levels both directly and via distributors. Distributor agreements were re-engineered and implemented within budget, resulting in 2014 seeing a 21% sales growth (sales reached over 130 million EGP/nearly 5000 KL) and an 8% market share growth off a record prior year. Achieved a 30% reduction in key account costs (saving 2 million EGP), while concurrently growing share within the channel. Successfully managed and developed a team of 85 people directly and 250 indirectly, training and transferring skills to them. This team included members of distributors’ sales force, sales and administration departments, doubled costumers base from 2010 till 2014 which resulted in achievement of 65% market share for Hair Code brand our major brand among brands from this category the number one in Egypt. Marico recognized me in Barcelona as the best initiative In IBG and for the best country achievement when I created and established the grocery channel.



Company Details

Marico Limited (multinational)

Cairo, Egypt

N/A

Cosmetics

N/A

Jan 2010 to Apr 2015 (5 years 3 months)
Sales Manager,KSA & GGC at Afia International company

Experience Details

Sales Manager,KSA & GGC

Sales/Retail

Manager

Duties:

To Develop and Execute a National Trade Marketing & Distribution plans which meet brand, volume and profit objectives for strategic trade channels and key accounts through the most effective and efficient utilizations of budgets and manpower in order to achieve national trade marketing objectives in KSA.

1. Achieving sales targets set

2. Developing appropriate Sales to achieve such sales target.

3. Execution of all pre-sales and post sales activities and managing customer relationship.

4. Key member of sales and marketing team with accountability for achieving commercial goals and participation in the sales strategy development process.

5. Planning & projection of Sales Force requirement for the Sales Department.

6. • Responsible for devising the Strategies for increasing the market Share of the Company.

7. Responsible for determining the appropriate & practical Sales & marketing Strategies for beating the competition, increasing the Sales Revenue & strengthening the bottom line.

8. Responsible for projecting accurate, precise & realistic demand & sales forecasting for the company.

Achievements: Built a successful relationship with Afia International for edible oil, selling and running promotions in KSA and GCC.


Company Details

Afia International company (multinational)

Jeddah, Saudi Arabia

More than 1000 employees

Food and Beverage Production

N/A

Jun 2007 to Nov 2009 (2 years 5 months)
Egypt Sales Manager at INDOMIE EGYPT

Experience Details

Egypt Sales Manager

Sales/Retail

Manager

Duties:

1. Meet or exceed set sales volume as well as the set gross profit margin for the assigned segment.
2. Ensure that all customer orders are fulfilled according to required quantity, quality, and delivery date as defined by customers.
3. Monitor the market momentum with regard to pricing, new products, and competitor’s movements and translate the information into business opportunities.
4. Take appropriate steps to ensure that company maintains or increases its market share of profitable business for the assigned sales segment.
5. Actively participate in the successful introduction of new products, designs and marketing concepts.
6. Actively participate in all advertising and promotional activities related to segment sales in local, Middle East & international exhibitions and forums as and when advised by the segment sales management.
7. Prepare, update, and maintain customer list for the assigned segment on regular basis as set by the segment sales management.
8. Develop and maintain good business relationship with key customers through regular visits
9. Attend to customers’ complaints promptly ensuring that the solution of the complaint is rendered to the customer’s satisfaction.
10. Provide consistent advice and support to the sales team with regard to sales and customer needs, developing and implementing specific value propositions including push activities and issue handling, tailored sales plans and solutions to ensure achievement of sales goals
11. Prepare and present periodic segment sales reports and analysis to the Segment Sales management showing segment sales volume, potential segment sales and areas of proposed customer base expansion.
12. Ensure the timely reporting of segment sales activities, performance and results to the segment sales management.
13. Provide support to Corporate Finance in the receivables and collection of overdue payments from customers.
Achievements: Recruited, trained and managed a sales and distribution team of 25 in three primary and five secondary distribution centers. Sold over 200K cases of Indomie in 2005/6, which led to a market share of 20% within just 12 months of establishing the operation, Established key account channel and wholesale channel which were result in achieving 90% market share in 2007.


Company Details

INDOMIE EGYPT (multinational)

Cairo, Egypt

More than 1000 employees

FMCG

N/A

Jan 2005 to Feb 2007 (2 years 1 month)
Retail Sales Development Manager (Retail & key account) at Arma Food Industries

Experience Details

Retail Sales Development Manager (Retail & key account)

Sales/Retail

Manager

Duties:

1. Create Sales support data base through continuous market visits and sales information analyses.
2. Follow up products shelf life and dispatch and stock liquidation as well as goods returned.
3. Follow up the efficiency of in store activity and reselling.
4. Responsible for profitable growth of the Catering Department, developing new and maintaining existing relationships with clients' direct and providing effective feedback on market trends etc.
5. Attend sales meetings and helped the NSM to prepare his presentation.
6. Set product priorities.
7. Review number of outlets covered nationally.
8. Collect national sales data.
9. Collect national competitive activity (price, trade, consumer promotions).
10. Follow Up the Customers Orders.
11. Follow up the customer Balances and Aging to make the orders.
12. Follow up the customer Balances and Aging to Make the Orders.
13. Check the Available inventory on the factory.
14. Customer aging analysis to follow Up overdue customers
15. Daily Sales report, comparison between actual sales with targets.
16. Follow up the market sales representatives

Achievements: Played pivotal role in leading sales department to achieve aggressive from 210 milo to 430 milo annual sales revenue, Working with sales operations and marketing team to ensure efficient and effective implementation of brand and trade activities.Maintained Company’s profitability with an average 3% annually, managed and provides sales & service for 50 key large accounts in the major business representing 30% of the total revenue


Company Details

Arma Food Industries

Cairo, Egypt

501-1000 employees

Food and Beverage Production, FMCG

N/A

Feb 2003 to Oct 2004 (1 year 8 months)
Area Sales Manager at British American Tobacco Egypt

Experience Details

Area Sales Manager

Sales/Retail

Manager

Duties:
To Develop and Execute Area Trade Marketing & Distribution plans which meet brand, volume and profit objectives for strategic trade channels and key accounts through the most effective and efficient utilizations of budgets and manpower in order to achieve national trade marketing objectives in EGYPT.

1. Handle Greater Cairo with 15 sales representatives.
2. Designing and implementing a distribution strategy and policies to be implemented in Cairo, including changing the payment method from consignment bases to credit and cash, pricing, priority setting, sales routes, and KPI’s by channel.
3. Planned and implemented a unique distribution strategy for remote regions using existing distributor assets and sales teams to focus primarily on key dealers and wholesalers, which resulted in an increase in sales by 80% in sell through at no extra cost.
4. Business development in remote areas consisted of identifying new opportunities in the market (sales and marketing) using innovative methods that increased sales by 20–30% with minim

Achievements: Sales and Distribution were implemented within budget, resulting in 2002 seeing a 25% sales growth (sales reached over 300 million EGP/nearly one million cigarettes) and an 8.3% market share growth off a record prior year, Achieved a 30% reduction in key account, while concurrently growing share within the channel. Successfully managed and developed a team of 15 people directly, training and transferring skills to them


Company Details

British American Tobacco Egypt (multinational)

Cairo, Egypt

More than 1000 employees

FMCG, FMCG

N/A

Nov 2000 to Feb 2003 (2 years 3 months)
Branch Manager at Coca Cola Bottling Company of Saudi Arabia

Experience Details

Branch Manager

Sales/Retail

Manager

Duties:
1. Handling local and international key accounts in Eastern region KSA. For coca cola international
2. Managing a team of 86 people; assigning them tasks and motivating them to meet deadlines.
3. Develop & Deliver branch Plans:
4. Volume/ Value
5. Brand Display (Planograms) Promotional Plans, Sales forecast ,Launches/ Listing
6. Marketing managers
7. Financial managers/ coordinators
8. Warehousing
9. Conduct quarterly business reviews with account to agree way forward and corrective actions if necessary.
10. Maintain & develop relationship with accounts
11. Ensure best Customer Service ( supply, coverage, support, stocks movement, frequency of orders, returns¼etc)
12. Develop an updated account database (sales, stocks, shelf off take, basket value, etc.) and manage Post Evaluate activities success rate
13. Conduct Routine trade visits & follow up on field force visits
14. Develop an updated account database (sales, stocks, shelf off take, basket value, etc.) and manage payments, invoicing & debtor
15. Follow up on competitor activities, margins, prices, expenditures, and deals. Plan & manage count

Achievements: Revenue targets were exceeded by 22%. The 72% volume growth in 1997 made it the highest growing region in the world that year. Market share grew from 29% to 38% within a unique retail environment.


Company Details

Coca Cola Bottling Company of Saudi Arabia (multinational)

Dammam, Saudi Arabia

More than 1000 employees

Food and Beverage Production, FMCG

N/A

May 1994 to Oct 2000 (6 years 5 months)
Van Sales Man at Mars - Master Foods - Arabian Food Supplies

Experience Details

Van Sales Man

Sales/Retail

Entry Level

is to sale and Manage daily sales route of 180 grocery outlets in assigned area part from Riyadh, maintain daily sales visit and making not less than 90 % as successful calls, develop customers relation from day to day, increase product distribution, open new outlets , maintain good customers service in my area which reflect positively on company sale in and out.


Company Details

Mars - Master Foods - Arabian Food Supplies (multinational)

Riyadh, Saudi Arabia

101-500 employees

Food and Beverage Production

N/A

Mar 1992 to Mar 1995 (3 years)

Education

Bachelor in Business Administration, Ain Shams University1990- Cairo- Egypt in Business Administration

Education Details

Bachelor in Business Administration, Ain Shams University1990- Cairo- Egypt

Business Administration

Ain Shams University- Cairo- Egypt, Egypt

C / Good / 65 - 75%

N/A

N/A

Ain Shams University- Cairo- Egypt
1986 - 1990
High School - Thanaweya Amma

High School Details

Thanaweya Amma

Hussynia Secondary shool

Egypt

1986

B / Very Good / 75 - 85%

N/A

Hussynia Secondary shool
1986

Training and Courses

Training/Course Details

• Sales Techniques Program

Jun 1987

AUC

N/A

Training/Course Details

• Professional Selling & Management Skills

Mar 1993

Mars International - KSA

N/A

Training/Course Details

• Distribution effectiveness & effective route ridding.

Jul 1995

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

Negotiation Skills.

Jan 1996

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

Customer Service

Dec 1997

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

Interpersonal Skills

Mar 1998

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

Understand the job

Apr 1998

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

Planning for action

Oct 1998

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

Professional Selling Skills

Apr 1999

Coca Cola Bottling Company- KSA

N/A

Training/Course Details

CES3

Jul 2001

British American Tobacco Egypt

N/A

Training/Course Details

Finance for noun finance

Nov 2012

Marico Egypt

N/A

Training/Course Details

Lead Talent and building trust

Mar 2014

Marico Egypt

N/A

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Profile Skills and Keywords

Afia International CompanyAnalyticalArabicArea Sales ManagerBranch ManagerBritish American Tobacco EgyptBusinessBusiness AdministrationBusiness DevelopmentBusiness-orientedBusniess DevelopmentCES3Coca Cola Bottling Company Of Saudi ArabiaCosmeticsCustomer ServiceCustomers ServicesEgypt Sales ManagerEnglishEntrepreneurExecutorFMCGFinance For Noun FinanceFood And Beverage ProductionFrenchHard WorkerINDOMIE EGYPTInterpersonal SkillsLead Talent And Building TrustMarico LimitedMarketing ResearchMars - Master Foods - Arabian Food SuppliesMerchandisingMicrosoft Word,Excel,Power Point And OutlookNational Sales ManagerNegotiation Skills.Office ManagementPlanning For ActionProfessional Selling SkillsRead And Exploring The InternetRetailRetail Sales Development Manager (Retail & Key Account)SalesSales & Marketing Director (FMCG)Sales DirectorSales Manager,KSA & GGCStudy And Take Professional Courses In Business And Business Development In Extant And New MarketsTrade MarketingTravellingUnderstand The JobVan Sales ManWatching And Playing Football Distribution Effectiveness & Effective Route Ridding. Professional Selling & Management Skills Sales Techniques Program

Self-assesed Skills

Languages

Arabic

Arabic

: Fluent

: Fluent

: Fluent

: Fluent

English

English

: Fluent

: Advanced

: Fluent

: Fluent

French

French

: Beginner

: Beginner

: Beginner

: Beginner

Tools and Technologies

Microsoft Word,Excel,Power point and outlook

Microsoft Word,Excel,Power point and outlook

: Advanced

: Extreme - I love it!

:

More than 7 years

Fields of Expertise

Sales

Sales

: Expert

: Extreme - I love it!

:

More than 7 years

Trade Marketing

Trade Marketing

: Expert

: Extreme - I love it!

:

More than 7 years

Merchandising

Merchandising

: Expert

: Extreme - I love it!

:

More than 7 years

office Management

office Management

: Expert

: Extreme - I love it!

:

More than 7 years

Busniess Development

Busniess Development

: Expert

: Extreme - I love it!

:

More than 7 years

Customers Services

Customers Services

: Expert

: Extreme - I love it!

:

More than 7 years

Marketing Research

Marketing Research

: Advanced

: High

:

5-7 years

Key Skills

Analytical, Executor, Business-oriented, Hard worker, Entrepreneur

Online Presence

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