Malek El Chaar
Head of Sales – Foodservice . Analytical Sales Strategist & Numbers-Led Thinking
Dubai
Summary
Strategic commercial executive with 15+ years experience in foodservice and commercial distribution sectors. Currently leading Foodservice Sales at Aramtec, driving growth initiatives under Aramtec Blue. Proven track record in market expansion, partnership building, and product innovation. Combines strategic vision with financial expertise to drive Go-To-Market success and boost profitability. Holds a master's degree and pursuing DBA in data analysis. Known for sharp analytical skills and customer-centric approach to strategies.
Overview
18
18
years of professional experience
4
4
years of post-secondary education
3
3
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
Ph.D. - Data Analysis
Woolf University
Spain 05.2025 - 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
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
Ph.D. - Data Analysis
Woolf University
05.2025 - 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
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