Malek El Chaar
Head of Sales – Foodservice . Analytical Sales Strategist & Numbers-Led Thinking
Dubai
Summary
Strategic commercial mindset with over 15 years of experience in the foodservice and distribution industry. Skilled in building and leading high-performing sales teams, developing strategic commercial plans, and driving sustainable revenue growth across diverse market segments. Known for blending strong analytical capabilities with hands-on leadership, enabling data-driven decision-making. Adept at managing complex sales cycles, mentoring cross-functional teams, and aligning execution with business objectives.
Overview
18
18
years of professional experience
7
7
years of post-secondary education
5
5
Certifications
3
3
Languages
Work History
Head of Sales
Aramtec General Trading L.L.C
Dubai
01.2023 - Current
- Heads Aramtec Blue with full responsibility for strategy, operations, sourcing, sales, and execution.
- Streamlined sales processes, resulting in enhanced efficiency and increased productivity.
- Drove regional expansion during the World Cup, extending services to Qatar and building partnerships with UAE-based customers.
- Developed a system-based customer targeting model linked to budget performance.
- Appointed to lead SAP Steering Committee for commercial transformation initiatives “Phoenix Project” Go Live 2023”
- Streamlined sales processes across categories, driving a 24% increase in top-line revenue and an 8% improvement in bottom-line profitability
Business Unit Manager
Aramtec General Trading L.L.C
Dubai
02.2022 - 12.2023
- Developed data-centric sales dashboards to support planning, performance monitoring, and reporting
- Delivered 31.5% YoY growth across the foodservice division.
- Managed P&L and developed performance KPIs aligned to business strategies.
- Launched new product ranges and implemented structured coaching to enhance team outcomes.
- Implemented innovative marketing initiatives for increased brand visibility and customer engagement.
- Monitored performance metrics regularly to identify areas for improvement and drive continuous progress.
- Developed strong team dynamics through regular communication, resulting in improved performance.
- Conducted detailed market analysis for informed decision-making and strategic planning.
Head of Food Service
Asmak (Alliance Foods Company)
Dubai
01.2018 - 01.2022
- Awarded Meraas exclusive multi-year contracts across 72 brands
- Registered Asmak under ICCAT and led the company’s initial import operations in compliance with international sustainability protocols for Bluefin Tuna.
- Initiated and oversaw the launch of Asmak’s in-house Bluefin Tuna loining process, improving product consistency and operational cost control.
- Reorganized sales structure to improve accountability, team efficiency, and key account development.
Channel Manager, Casual Dining
Fresh Express International L.L.C
Dubai
01.2016 - 03.2018
- Covered over 75% of the UAE casual dining market.
- Developed salesforce capabilities and managed leading premium brands.
- Developed and executed strategic plans for channel sales growth and expansion into new Segments
- Leveraged data-driven analytics tools to inform decision-making processes around resource allocation within various channels.
- Maintained an up-to-date understanding of industry developments, ensuring that our channel strategy remained nimble and responsive to dynamic market demands.
Key Account Manager
Fresh Express International L.L.C
Dubai
12.2014 - 12.2016
- Achieved 60% revenue growth in 14 months through key account leadership.
- Spearheaded concept development and long-term client growth plans.
- Analyzed sales and customer data to identify trends and opportunities for increased profitability.
- Analyzed market trends, identifying opportunities for expanding product offerings within key accounts.
- Strengthened client relationships through regular communication and effective problem-solving.
- Developed and delivered presentations to key customers to position products and services.
- Built and maintained strong client relationships to drive business growth.
Trade & Sales Manager
Al Ashrafiya International Foodstuff L.L.C
Dubai
01.2011 - 11.2014
- Developed UAE-based supply chain hub; implemented joint ventures to reduce cost.
- Managed seafood QA and built tailored logistics solutions for key accounts.
- Handled customer relations issues, enabling quick resolution, and client satisfaction.
- Built long-lasting client relationships through excellent customer service and consistent followups.
- Consistently met or exceeded quarterly sales targets through diligent effort and persistence in closing deals.
Roles: Business Development, Culinary Executive, and Data Analyst
Masterbaker FZC
Dubai, London
01.2007 - 12.2011
- Locations: UK, Lebanon, UAE
Education
Doctor Of Business Administration - Management
UCAM University
Spain 2025 - Current
MBA - International Management
American Intercontinental University
London 09.2009 - 02.2011
Bachelor of Science - Business Management
American University Of Science And Technology
Lebanon 08.2006 - 06.2009
Skills
Strategic Sales Planning
Team Building & Coaching
Analytical Mindset
Product knowledge
Data analysis
Cross-functional collaboration
Certification
International Logistics & Supply Chain Consultant, USA
Accomplishments
- Awarded exclusive multi-year contracts across all seafood categories
- Launched and scaled strategic seafood programs with national retailers and hospitality groups
- Recognized for building business cases through data-backed planning, budgeting, and cost control
- Drove transformation projects that resulted in sustained category leadership and customer loyalty
Timeline
Doctor Of Business Administration - Management
UCAM University
2025 - Current
Head of Sales
Aramtec General Trading L.L.C
01.2023 - Current
Business Unit Manager
Aramtec General Trading L.L.C
02.2022 - 12.2023
Head of Food Service
Asmak (Alliance Foods Company)
01.2018 - 01.2022
Channel Manager, Casual Dining
Fresh Express International L.L.C
01.2016 - 03.2018
International Logistics & Supply Chain Consultant, USA
01-2015
Key Account Manager
Fresh Express International L.L.C
12.2014 - 12.2016
International Logistics & Supply Chain Manager
06-2014
Excellence Grade, Knowledge & Human Development Authority, UAE
03-2013
Trade & Sales Manager
Al Ashrafiya International Foodstuff L.L.C
01.2011 - 11.2014
MBA - International Management
American Intercontinental University
09.2009 - 02.2011
Roles: Business Development, Culinary Executive, and Data Analyst
Masterbaker FZC
01.2007 - 12.2011
Bachelor of Science - Business Management
American University Of Science And Technology
08.2006 - 06.2009