Mahmoud Sultan
Brand manager
Sharjah,SH
Summary
FMCG Brand Manager with 9+ years of experience managing multi-brand food portfolios across UAE and selected GCC Markets. Currently responsible for 200+ SKUs contributing to AED 70M+ cumulative sales footprint across UAE and selected GCC markets. Delivered triple-digit year-on-year revenue growth through structured distribution rollout, ACV expansion, and integrated sell-in/sell-out execution. Strong background in rebranding execution, shelf share optimization, and cross-functional commercial coordination.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Brand Manager - GCC | Marketing
Foodco National Foodstuff
Sharjah, UAE
07.2023 - Current
- Manage multi-brand FMCG portfolio comprising 200+ SKUs across Shehrazade, Virginia, and Master Chef, contributing to cumulative sales value exceeding AED 70M across UAE and GCC markets.
- Led UAE launch of 80-SKU Master Chef portfolio, delivering triple-digit year-on-year revenue growth post-launch through structured distribution rollout and activation execution.
- Expanded weighted distribution (ACV) across key modern trade accounts, improving retail penetration and in-store visibility.
- Executed integrated sell-in and sell-out plans aligned with retailer promotional calendars to accelerate market penetration and off-take.
- Conducted structured shelf share vs sales performance analysis to identify execution gaps and optimize assortment positioning.
- Contributed to pricing alignment and competitor benchmarking to maintain competitive positioning across GCC markets.
- Contributed to trade budget alignment and ROI monitoring across ATL and BTL initiatives.
Category Manager - Marketing
Foodco National Foodstuff
Sharjah, UAE
07.2023 - 12.2024
- Led end-to-end execution of Virginia rebranding across UAE markets, overseeing packaging redevelopment, supplier coordination, phased stock transition, and synchronized sales rollout.
- Conducted competitor benchmarking and pricing alignment, including pack-size adjustments, to strengthen portfolio competitiveness.
- Participated in early-stage development and pre-launch planning of the Master Chef brand.
- Performed category performance reviews to identify portfolio expansion opportunities across food segments.
Category Manager - Supply Chain & R&D
Switch Foodstuff Trading Co. LLC
Sharjah, UAE
04.2022 - 07.2023
- Led portfolio expansion for Ajeeb brand (established 2020), directing development of 84 SKUs across UAE and Oman during brand scale-up phase.
- Coordinated supplier alignment, packaging specifications, and commercial readiness to support multi-market availability.
- Aligned procurement and production planning with category growth objectives.
Category In-Charge - Supply Chain & R&D
Switch Foodstuff Trading Co. LLC
Sharjah, UAE
12.2019 - 03.2022
- Oversaw category operations and product lifecycle coordination within FMCG food segments.
Food Safety Officer
Switch Foodstuff Trading Co. LLC
Sharjah, UAE
11.2017 - 11.2019
- Ensured quality and food safety compliance through HACCP SOPs, inspections, and storage/handling controls.
Production Engineer
Katilo Co. for Dairy Products
Egypt
10.2015 - 10.2017
- Managed production efficiency and quality control within dairy manufacturing operations.
Education
MBA - Marketing Management
International Business Academy of Switzerland (IBAS)
05.2026
Bachelor of Agricultural Sciences - Dairy Science & Technology
Fayoum University
Egypt01.2014
Skills
- Brand Management (FMCG)
- Portfolio Management (200 SKUs)
- Trade Marketing & Distribution Expansion (ACV)
- Shelf Share & Performance Tracking
- Rebranding & Packaging Development
- Pricing & Competitive Benchmarking
Certification
- Negotiation Skills - LinkedIn Learning
- Certified Quality Engineer - A.O.A.D
Languages
Arabic
Bilingual or Proficient (C2)
English
Advanced (C1)
Commercial Innovation And Systems Initiative
DIWAN - Commercial Intelligence Platform (Internal Initiative), Conceptualized and built DIWAN, an enterprise commercial intelligence framework integrating listing validation, sales consolidation, and structured trade analytics into a unified decision layer., Centralized distributor and account-level FMCG trade data to enhance revenue visibility, workflow governance, and approval discipline., Automated validation logic and structured approval flows to reduce manual inconsistencies and improve commercial accountability., Integrated forecasting simulations and scenario modelling to support trade optimization and executive decision support.
Timeline
Brand Manager - GCC | Marketing
Foodco National Foodstuff
07.2023 - Current
Category Manager - Marketing
Foodco National Foodstuff
07.2023 - 12.2024
Category Manager - Supply Chain & R&D
Switch Foodstuff Trading Co. LLC
04.2022 - 07.2023
Category In-Charge - Supply Chain & R&D
Switch Foodstuff Trading Co. LLC
12.2019 - 03.2022
Food Safety Officer
Switch Foodstuff Trading Co. LLC
11.2017 - 11.2019
Production Engineer
Katilo Co. for Dairy Products
10.2015 - 10.2017
Bachelor of Agricultural Sciences - Dairy Science & Technology
Fayoum University
MBA - Marketing Management
International Business Academy of Switzerland (IBAS)