Alia Kerbeh
Dubai,United Arab Emirates
Summary
Sales professional with a proven track record in establishing strategic partnerships and enhancing revenue growth. Led initiatives that significantly increased partner engagement and broadened market presence, resulting in measurable outcomes. Recognized for effective leadership and innovative strategies in channel development.
Overview
12
12
years of professional experience
2013
2013
years of post-secondary education
Work history
Channel sales manager
Bidfood Middle East
Dubai
01.2024 - 01.2026
- Managed casual dining channel which is approximately 7M DHS monthly sales.
- Elevated channel’s gross profit margins and sales performance through targeted brand level analysis by 10%.
- Enhanced decision-making by utilizing analytics tools to track performance metrics effectively like Power BI.
- Maintained operational excellence by conducting routine evaluations and identifying improvement areas by salesperson, brand level or category level.
- Fostered strong relationships with key accounts and clients, resulting in high satisfaction and retention rates by 95%.
- Detected market coverage gaps through thorough analysis of area-specific sales gaps, identified 21 areas and sub-areas.
- Improved team capabilities by organizing training sessions focused on product knowledge and sales techniques.
- Optimised client relationship management and number analysis through effective team guidance.
- Secured profitable partnerships by negotiating advantageous contracts and terms.
- Delivered impactful business reviews to upper management monthly basis, showcasing performance achievements.
Senior Sales Manager
HK Enterprises
Dubai
04.2022 - 01.2025
- Directed sales strategies within horeca channel focusing on frozen protein across UAE market and achieving 175M dhs.
- Developed and executed sales plans to enhance market share in horeca sector aligned with company objectives.
- Set pricing for more than 100 SKUs in collaboration with imports and local cost, ensuring profitability aligned with company goals.
- Negotiated and secured key contracts across various customer categories in UAE market.
- Cultivated relationships with key horeca clients including hotels, restaurants, catering, and chains to establish partnerships and long-term connections.
- Led diverse sales team of 20 people by providing metrics, guidelines, and coaching to enhance performance.
- Conducted weekly market visits and analyzed trends including competition and pricing to identify opportunities and threats.
- Implemented sales tracking systems via ERP for monitoring sales data and optimizing opportunities.
- Managed pricing strategy to maximize sales opportunities and ensure competitiveness in frozen protein market.
Unit Manager
Transmed Overseas Incorporated
Dubai
12.2018 - 01.2022
- Managed and lead supermarket channel for food at head office and grew by 7% in 2019 and managed not to dip during Covid-19 2020.
- Double-digit growth in 10 out of 15 brands, achieved this through correct distribution per MSL, executing different POS across stores, and planning customer-specific promotions.
- Development of quarterly and yearly promotional plans for each brand. Market surveys to identify product- and packaging trends, designs and features, and communications of action plans.
- Balanced creative- and analytical thinking, intuition, and data to explore new lines of business and partnerships.
- Added new listings, brand launches, and increased product reach, which grew customer base by 45%.
- Well-developed ethical standards by planning delegated tasks, reconciled financials, analyzed sell-out readings, and develop agreements where necessary.
- Led team of 5 salespeople through successful project completions for enhanced productivity.
- Set daily priorities and communicated targets, motivating teams to achieve them.
Associate Unit Manager
Transmed Overseas Incorporated
Dubai
11.2016 - 12.2018
- Managed team of 3 direct reportees through achieving set targets, while adhering to approved budgets.
- Supported team in their day-to-day tasks and guiding them to overcome any challenge.
- Communicated effectively with teams to establish SMART goals and ensured high execution rates in-store.
- Trained teams on internal systems and essential sales tools.
- Compiled monthly closing reports highlighting year-to-date versus last year-to-date performance and identified success stories and opportunities.
- Regularly reported progress updates to senior management, kept them informed of any major developments.
- Coordinated unit meetings, ensured clear communication amongst all members.
- Liaised with other departments to ensure smooth operations.
- Trained new employees on standard operating procedures, reduced learning curve period significantly.
Account Executive
Transmed Overseas Incorporated
Abu Dhabi
04.2014 - 10.2016
- Developed and executed customer- and category strategies in FMCG.
- Managed Procter & Gamble portfolio across Lulu and Carrefour.
- Managed and enforced account-specific product development calendar for optimal operational efficiency.
- Built customer relationships with head office buyers and facilitated connectivity in other functional areas, such as new listings, brand launches, SKU performance, and more.
- Supervised more than 10 in-store merchandisers.
Marketing Intern
Memac Ogilvy
Beirut
11.2013 - 01.2014
- Marketing Intern at Memac Ogilvy Beirut, part of Ogilvy Worldwide Network.
- Interacted with senior executives and other sales, advertising, marketing, and operations staff.
- Directly involved in working with clients and implementing marketing strategies.
- Acquired soft skills like, communication, creative out-of-the-box thinking, and multitasking.
Education
Bachelor of Science - Marketing
Lebanese American University
Beirut, LebanonHigh School Diploma - High School
Rawdah High School
Beirut, LebanonSkills
- Relationship management
- Customer orientation
- Contract negotiation
- Profit and loss management
- Key account management
- Data analysis
- Channel development
Languages
English
Arabic
References
References available upon request.
Timeline
Channel sales manager
Bidfood Middle East
01.2024 - 01.2026
Senior Sales Manager
HK Enterprises
04.2022 - 01.2025
Unit Manager
Transmed Overseas Incorporated
12.2018 - 01.2022
Associate Unit Manager
Transmed Overseas Incorporated
11.2016 - 12.2018
Account Executive
Transmed Overseas Incorporated
04.2014 - 10.2016
Marketing Intern
Memac Ogilvy
11.2013 - 01.2014
High School Diploma - High School
Rawdah High School
Bachelor of Science - Marketing
Lebanese American University