Green Energy
Mazen Al Refae
Commercial Director
Dubai
Summary
Progressive years in FMCG Sales & Marketing in the UAE with a successful background, Excellent background in food & beverages extensive knowledge in a wide range of products, distribution and brand development.
Across the Years Heading Sales departments establishing grounds for market penetration, brand equity development, maximizing reach,
A pioneer in the Organic movement, opening the first organic supermarket in the middle east, and establishing a supply chain for HOERCA & retail of organic products, at the same time leading on a boutique Retail chain, and manage full-fledged FMCG distribution to all categories of the market including export for past 15 years.
Developing private label (White label) range of products in the region, Strong B2B, cooperate, retrial, HOERCA, QSR Sales/ Sales management with a proven record of success.
Project management with a tailor-made a range of products that fit the requirement and deliver the desired products.
Managed butchery & bakery production lines Organic & Conventional production tailored made upon request.
To wider range of products of Fresh Produce was as a member of one of the world’s leading vertically integrated producers, marketers and distributors of high-quality fresh-cut fruit and vegetables, as well as a leading producer and distributor of Fresh Juices in the region, moving to the region largest agriculture development of fresh produce in the region, African and east Europe.
In the past few years Diversified in to Animal Feed Industry with different dimension to the Food chain at new universe.
- Multitasking Commercial Director with a background developing recommendations that drive strategic growth. Passionate professional participating in key sales meetings and defining long-term sales strategies. Offering exemplary collaboration, team oversight and decision-making skills.
Overview
23
23
years of professional experience
2
2
years of post-secondary education
1
1
Languages
Work History
Commercial Director
National Feed and Flour Production & Marketing Co LLC
Abu Dhabi
06.2019 - Current
- National Feed at National Feed and Flour Production & Marketing Co llc
- Lead the day-to-day commercial of the Animal Feed Business Unit (under the brand name National Feed), with a focus on sales and new business development
- Accountable for growing the company’s footprint while maintaining existing clients, new product development, and managing overall cost structure
- Oversees and manages the budget, P/L, and proactively leads the annual budget planning
- Team Leadership Provide daily direction and guidance to a sales staff of 60, with four senior managers direct reports supporting 24 retail outlets throughout the UAE
- Leads all hiring, training, staff development, and performance management
- Revenue Growth with Instrumental in growing top-line revenue by 6% and bottom-line revenue by 20%
- Transformational Change Spearheaded the effort to shift the overall business focus from a B2B model to enhancing sales within the company’s existing retail outlets (B2C)
- Successfully opened additional retail locations, with a renewed commitment to direct customer engagement, in addition to the, platform becoming one of the leaders in the digital Feed sales platform
- Served as a critical liaison with government officials and regulatory bodies to achieve food security commitment
- ACCOMPLISHMENT
- Restructured the commercial department to higher efficiency for than 20% increase and higher deliverables by 40%
- Increase channels of distribution which lead to 5% growth for the first six month
- Achieved 2019, 2020, and 2021 budgets with exceptional growth in our overall business despite all the challenges of the pandemic, and many other challenges of supply chain disturbance
- Provided extensive leadership by effectively communicating strategic goals and plans.
- Conducted research to develop detailed business plans for commercial opportunities and expansion.
- Implemented strong training program enabling employees to improve and build upon both professional and personal growth.
- Evaluated scripts to identify creative strategies and resource needs.
- Observed tight deadlines and strict budgetary controls to avoid waste and streamline costs.
- Identified and approved equipment and elements required for productions.
- Developed schedules for production, editing and duplication for timely delivery.
- Developed project budgets and managed production costs.
- Remained composed and highly professional in fast-paced and constantly changing environment, effectively handling challenging situations and difficult individuals to achieve objectives.
Sales & Marketing Director
Al Rawafed Holding UAE
Abu Dhabi
12.2016 - 05.2019
- Prepared merchandise for sales floor by pricing or tagging.
- Helped customers locate products and checked store system for merchandise at other sites.
- Engaged with customers to build rapport and loyalty.
- Grew sales and boosted profits, applying proactive management strategies and enhancing sales training.
- Increased sales by offering advice on purchases and promoting additional products.
- Maintained records related to sales, returns and inventory availability.
- Provided positive first impressions to welcome existing, new and potential customers.
- Organized racks and shelves to maintain store visual appeal, engage customers and promote specific merchandise.
- Maintained calm demeanor and professionally managed issues in busy, high-stress situations.
- Solved customer challenges by offering relevant products and services.
- Enhanced product presentation and promotional material displays, working alongside retail representatives.
- Processed product returns and assisted customers with other selections.
National Sales Manager
Del Monte Foods UAE
Dubai
09.2015 - 09.2017
- To maintain relationships with Major Key Accounts on a high level
- Responsible for preparing marketing surveys regarding competition, selling prices, packaging, and size
- Analyze customer buying behavior in terms of marginality required, payment terms, and essential products sales volume to ensure complete preparation for introductions
- Retain existing clients, develop and expand the business within each critical account, assuring the complete product profile is available in these outlets
- Responsible for launching new products and ensuring the product is available to existing clients
- Coordinate with the marketing department the implementation of the marketing campaigns
- Negotiate rebate agreements
- Responsible for the implementation of sales plans
- Allocate sales target as per Market Area, Sales Person, Category, SKU
- Ensure achievement of assigned and planned sales volumes
- Make training plan for new joiners within own team
- Ensure no out-of-stock situation occurs by monitoring the stock levels
- Propose and monitor sales activities by receiving reports from the Key Account Managers
- Update the monthly forecasts
- Make decisions on what promotions and discounts to give on products within the company and set guidelines
- Accomplishment
- As, , responsible for the UAE Local Market overall sales, I managed the change of the sales department structure to an agile, efficient, and high productive department within the organization
- Locking commercial deals with new Hotel Chains and new Supermarket chains, which were not part of the client's profile by adding new volumes & profitability to the department, rationalizing all the non-profitable accounts and products to eliminate losses & wastages
- Added a new division for the latest product development, many new products that will drive a new sales channel.
- Developed sales strategy based on research of consumer buying trends and market conditions.
- Exceeded targets by building, directing and motivating high-performing sales team.
- Conferred design and production departments on customer needs and preferences to stay on top of changing demands.
- Established and maintained budgets, quotas and regional territories for team members to drive consistent growth.
- Met with customers to give sales presentations, negotiate contracts and promote services.
- Remained responsive to changing targets by preparing monthly, quarterly and annual sales reports and forecasts.
General Manager Sales and Marketing
Elite Food Management Est
Dubai
05.2012 - 08.2015
- Facilitate daily sales activities
- Sole responsibility for trade costing, general costing, and general maintenance control
- Establish workflows, practices, and standards to ensure ongoing support for clients
- Prepares contracts & agreements with suppliers & clients
- Conducts business evaluation, product forecast & sales forecast
- Facilitate staff hiring and management of all HR procedures
- Managing sales team and coordinating between the head of departments
- Building local purchase chain
- Key client's food service sales and critical account retail sales & marketing
- HACCP implementation for production plants
- Accomplishment
- As a General Manager in Sales & Marketing, I have managed to reduce the losses & wastages and added many new products that have driven sales and gave Elite FMC a more substantial presence on the market, especially at HORECA, as we believe the growth of the sector would become predominant, and our net profit has increased 14% compared to 2012.
- Controlled costs and optimized spending via restructuring of budgets for labor, capital assets, inventory purchasing and technology upgrades.
- Expanded cross-functional organizational capacity by collaborating across departments on priorities, functions and common goals.
- Drove year-over-year business growth while leading operations, strategic vision and long-range planning.
- Prepared annual budgets with controls to prevent overages.
- Identified trends in customer marketplaces to develop valuable solutions.
Senior Sales and Marketing Manager
Elite Food Management Est
Dubai
01.2010 - 05.2012
- Hotels and Institutional Sales, Catering & Restaurants Sales
- Key outlet sales (Supermarkets), Pharmacies & Nutrition Outlet Sales, and Export Sales
- Building Brands market-wide
- Categorizing products for outlets
- Awareness of organic development and new products sourcing
- Public Relation
- Debits collections
- Purchasing for HORECA & Catering supply
- Accomplishment
- As a Senior Sales & Marketing joined Elite FMC, a young and dynamic company that was established in August 2009
- I have joined to drive the whole business into the partners' vision and proudly became one of the well-recognized companies Supplying the Horeca & retail markets with organic products and many other products
- We have achieved our 1M$ sales in the first six months and reached 5M$ sales per annum a the second year with continuous growth.
- Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Food Service-General Manager
Al Accad Food Service, Al Accad Group, Nils & Robby Butchery -Nils & Dennis Bakery
Dubai
06.2008 - 12.2022
- Profit & Loss managing, Direct purchase & imports
- Build local purchase chain, Product forecast & Sales Forecast
- Staff hiring and management of all HR procedures
- Managing Sales team
- Managing butchery & Bakery production team
- Purchase for production plants (Equipment & Raw materials)
- Contract & Agreements with supplier & Clients
- Trading growth of combined brands from Europe
- Business Evaluation
- Trade costing, General costing, and General maintenance control
- Organizing between the head of Departments
- HACCP implementation for production plants
- Hotels and institutional sales
- Catering & Restaurants Sales
- Key outlets sales (Supermarkets)
- Pharmacies & nutrition Outlets Sales and Export Sales
- Building Brands market-wide
- Accomplishment
- Drove year-over-year business growth while leading operations, strategic vision and long-range planning.
- Prepared annual budgets with controls to prevent overages.
- Introduced new methods, practices and systems to reduce turnaround time.
- Reduced costs, managed delivery schedules and performed risk analysis to improve overall profitability.
- Reduced process bottlenecks by training and coaching employees on practices, procedures and performance strategies.
- Maximized operational excellence mentoring personnel on management principles, industry practices and company procedures.
Sales Manager
Al Accad Food Service, Al Accad Group
Dubai
01.2005 - 01.2009
- The same group with different roles was on a journey of success by establishing new premium Organic brands on the market for both HORECA & Retail, opening a Bavarian-style butchery, and the first 100% Organic bakery
- My greatest achievement was maintaining sales during the Economic crises and managing our production at the lowest cost of expenditure without having to lay off any of our staff, where we managed to keep the sales & profit
- We have reached $10M per year.
- Recruited and hired top-level talent to add value and expertise to sales department.
- Led account planning strategy sessions aimed at retaining and acquiring customers and increasing business opportunities.
- Coached and counseled sales personnel, assisting with individual selling efforts and helping sales representatives reach targets.
- Attended industry shows, conventions and other meetings with primary mission of expanding market opportunities.
- Met with clients, delivering presentations and educating on product and service features and offerings.
- Closed lucrative sales deals using strong negotiation and persuasion skills.
- Established and cultivated solid business relationships with new or existing customers.
- Maintained ethical and positive working environment to reduce turnover and promote high retention rates.
Key Account Manager
Al Accad Food, Al Accad Group, Nils & Robby Butchery- Nils & Dennis Bakery
Dubai
12.2004 - 12.2006
- Hotels and Institutional sales
- Catering & Restaurants Sales
- Key outlets sales (Supermarkets)
- Pharmacies & nutrition Outlets Sales
- Export sales
- Secured high-value accounts through consultative selling, effective customer solutions and promoting compelling business opportunities.
- Analyzed key competitors to respond to competitive threats.
- Created sales forecasts to target daily, monthly and yearly objectives.
- Negotiated and maintained cost-effective contract pricing structures with vendors to produce positive return on investment.
- Analyzed sales to manage life cycle of product, inventory models and selling rates.
Area Sales Manager
Arab Beverages Establishment Capri Sonne Juice & Active O2
Dubai
11.2002 - 12.2004
- Key outlets sales and School Sales
- Key promotion setup and Managing retail market
- Wholesale market and Promotion Set up For Schools
- Sales Targets and Debits collections
- Customer satisfactory needs & channel development
- FOC Checkup
- Staff Organization with daily sales plans
- Monitor competitor analysis
- Production organization upon sales requirements and Weekly Report to Management
- Established strong relationships with major accounts and key decision-makers to increase sales in designated territory.
- Collaborated with vendors and built effective partnerships devoted to capitalizing on emerging and sustainable sales opportunities.
- Analyzed sales data and kept up to date with market trends.
- Evaluated costs against expected market price points and set structures to achieve profit targets.
- Forecasted sales and established processes to achieve sales objectives and related metrics.
- Introduced new products to meet customer demand and increase profits.
Education
Accounting for non-accounting professionals -
Business Administration Diploma - undefined
New London College
HACCP - undefined
Business Skills 1 - undefined
Eaton Institute Dubai – UAE
Microsoft MCSE - undefined
Compu Train- Technical Certification - Business Administration
Ajman University of Science & Technology
01.1999 - 01.2001
High School Diploma - undefined
International School of Aleppo – Syria
Skills
New business acquisition
Interests
Food Security
Timeline
Commercial Director
National Feed and Flour Production & Marketing Co LLC
06.2019 - Current
Sales & Marketing Director
Al Rawafed Holding UAE
12.2016 - 05.2019
National Sales Manager
Del Monte Foods UAE
09.2015 - 09.2017
General Manager Sales and Marketing
Elite Food Management Est
05.2012 - 08.2015
Senior Sales and Marketing Manager
Elite Food Management Est
01.2010 - 05.2012
Food Service-General Manager
Al Accad Food Service, Al Accad Group, Nils & Robby Butchery -Nils & Dennis Bakery
06.2008 - 12.2022
Sales Manager
Al Accad Food Service, Al Accad Group
01.2005 - 01.2009
Key Account Manager
Al Accad Food, Al Accad Group, Nils & Robby Butchery- Nils & Dennis Bakery
12.2004 - 12.2006
Area Sales Manager
Arab Beverages Establishment Capri Sonne Juice & Active O2
11.2002 - 12.2004
Compu Train- Technical Certification - Business Administration
Ajman University of Science & Technology
01.1999 - 01.2001
Accounting for non-accounting professionals -
Business Administration Diploma - undefined
New London College
HACCP - undefined
Business Skills 1 - undefined
Eaton Institute Dubai – UAE
Microsoft MCSE - undefined
High School Diploma - undefined
International School of Aleppo – Syria
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