Khaled Sheded

• Led a team of 60 staff, implementing motivational strategies to consistently surpass sales targets.
• Developed pricing models by analyzing historical trends, current market conditions, competitor actions, and supply chain data.
• Negotiated contracts that secured favorable terms for business expansion.
• Represented the organization at trade shows and conventions, enhancing brand visibility and promoting retail and catering services.
• Managed the catering sales pipeline, identifying and cultivating new business opportunities to boost sales.
• Achieved a 41% increase in annual revenue through a targeted sales and marketing approach.
• Designed marketing plans aligned with department goals and organizational strategies.
• Tailored promotional strategies to meet the unique needs of various clients, products, and services.
• Created and executed strategic commercial plans to drive profitability and meet organizational objectives.
• Oversaw 107 retail brands and 25 catering locations, managing daily events to achieve an annual revenue target of AED 55 million.

• Drove revenue growth through strategic upselling and consistent renewal of large-scale catering, retail, and event contracts.
• Led recruitment, training, and development of a customer-centric team, ensuring service excellence.
• Implemented advanced sales techniques that increased profitability by 29% since 2020.
• Maintained client records in bespoke CRM systems, ensuring streamlined data processes for maximum efficiency.
• Managed the events portfolio by targeting major corporate events, internal office functions, and private gatherings.
• Directed target setting, team motivation, and P&L oversight within the Business & Industry (B&I) sector.
• Successfully led the Expo project, achieving AED 32M in revenue across FM and catering services.
• Provided senior leadership with actionable insights on market trends, competitive intelligence, and growth opportunities.
• Planned and executed catering for high-volume events serving up to 1,000 guests (M.I.C.E).
• Secured high-value contracts with leading hotels, premium corporate clients, and hospitals.
• Consistently exceeded annual sales targets, achieving cumulative revenue of AED 170M, with 30% growth year-over-year.
• Collaborated closely with operations to mobilize newly won projects, ensuring seamless execution and adherence to quality standards.
• Negotiated favorable terms with vendors to maximize value and minimize costs.
• Developed tailored promotional strategies aligned with client profiles, products, and service categories.
• Maintained full ownership of the B&I sales pipeline, driving lead generation and new business development.
• Onboarded strategic suppliers to support the expansion of retail store operations.
• Played a key role in acquiring a central kitchen in Dubai to expand catering operations and support regional growth.

• Developing annual country specific strategies, business plans, feasibility studies and campaigns to drive inspiration and conversion to visit Expo 2020 Dubai through B2B2C online and offline travel trade engagement,
• Professional Summary Work History providing market insights and analysis to improve the mega event's competitive position locally and internationally.
• Extracting insights from trends and data to drive brand strategy, content creation and key messaging for destination campaigns targeting visitors, travel trade partners and trade exhibitions targeting leisure, M.I.C.E and student visitation segments.

• Delivering localized B2B2C campaigns in coordination with the brand and campaigns team and manage relationships with UAE Tourism Boards (DTCM, DCT, RAKTDA), international airlines (Emirates, Etihad, Aeroflot, FlyDubai, Kuwait air, Oman Air), online travel agencies (Expedia, Booking, Airbnb, TripAdvisor, Agoda), cruise lines (MSC, Costa) as well as major hotel brands, to secure and increase visitation.

• Developing and delivering the charter strategy to push Expo2020 ticket sales to attract families and budget travelers.

• Ensure regular monitoring and reporting against milestones and P&L. Identifying key players (resellers), generating leads, evaluating their financial status and projecting their potential.

• Started as senior sales & marketing manager got promoted after 6 month to Asst. Director of Sales & Marketing.

• Created and launched new online marketing strategies that resulted in 6 % sales increase.

• Increased revenue by 26% within the first year.

• Supported the sales team in writing proposals and closing contracts.

• Managed a portfolio of 80 accounts and AED 17 million in sales. Prospected and conducted face-to-face sales calls with business executives and directors throughout assigned territory.

• Exceeded team sales goals by 13%.

• Managed team of six employees, overseeing the hiring, training, and

Professional growth of employees.

• Initiated two key partnerships which resulted in 54% revenue growth.