Sahla Tawfik El-Kashif
Dubai,United Arab Emirates
Summary
Ambitious Makeup Artist experienced in colour cosmetics sales and team leadership. Delivered significant revenue increases through strong leadership, effective training, and a deep understanding of customer needs. Inspired teams to achieve organisational goals while fostering long-lasting client relationships.
Overview
9
9
years of professional experience
4
4
years of post-secondary education
1
1
Certification
Work history
Area Operation / Sales Manager
Wesams Group LLC
Dubai
2026.01 - Current
- Cultivated strong relationships with suppliers and other industry players to ensure smooth operations.
- Manage end-to-end operations and sales performance across Dubai retail channels.
- Oversee P&L budgeting and forecasting to support regional sales targets.
- Lead store opening expansions and promotional campaign planning across Dubai market.
- Analyse market trends, competitor actions, and customer insights to adjust sales.
- Maintain compliance with visual merchandising, inventory control, and customer service standards.
- Build and maintain relationships with retail partners for prime locations and terms.
- Optimise processes to improve operational efficiency, reduce costs, and raise productivity.
- Expand and secure new accounts
Sales Supervisor – UAE
Wesams Group
UAE
2023.12 - 2025.12
- Led and managed a team of 150 staff across UAE stores, including sales associates, merchandisers, and support staff
- Implemented training programs, performance appraisals, and career development plans to build high-performing teams
- Monitored daily sales, KPIs, and staff performance; provided coaching and corrective action where needed
- Coordinated with HR on recruitment, scheduling, and workforce planning
- Ensured consistent execution of brand standards, promotions, and in-store activities across all locations
- Resolved escalated customer issues and maintained high customer satisfaction scores
Area Sales Coordinator
COTY DISTRIBUTION EMIRATES LLC - UAE
2020.11 - 2023.12
- - Sales - Closed business deals by coordinating requirements and negotiating contracts
- - Account Management and Communications - liaising with retailers on stock management, new launches, planograms, visuals, and permits for new activities
- - Business Development - Generated leads and screened potential deals by analysing market strategies, deal requirements, and financial viability
- - Analysis - Delivered brand performance reports and assessed marketing ROI to inform strategic decisions
- - Market Intelligence – Trends research through industry events & publications
- - Leadership & HR - Led national team of 42 beauty advisors and makeup artists, developing capabilities through recruitment, training, and performance management
Team Leader
COTY DISTRIBUTION
2017.03 - 2020.01
- Management and Communication skills:
- - Market and competitor reports of promotional activities, new launches
- - Monitoring customer choices and go to trends, reporting customer social media preference and influencer
- - Stock availability management
- - Weekly reports of the stock status with eye on best seller
- Team leading skills:
- - Handling team consisting of 13 beauty Advisors and makeup artist
- - Setting weekly & monthly schedule
- - Training the new comers
- - Maintaining a positive atmosphere
Makeup Artist
JADE DISTRIBUTION - Chalhoub GROUP
2012.07
- - Make Up Artist: Applied make up tailored to customers' complexions and individual preferences, enhancing their overall appearance and satisfaction.
- - Customer Service: Welcomed customers into the store, identified their needs and demonstrated appropriate products and linked products; built relationships with key customers to cultivate their loyalty; resolved complaints.
- - Visual Merchandising: Implemented visual merchandising strategies according to brand guidelines, ensuring appealing displays that attracted customer attention and drove sales.
- - Stock Management: Monitored stock levels daily across assigned stores, recommending orders to maintain optimal inventory and support sales goals.
- - Administration: Ensured that all store administration, such as daily sales reports, promotions and monthly totals, purchase orders, customers’ database, was completed accurately and on time.: Merchandised products as per the brand’s international guidelines; rotated the stock.
Education
Bachelor of Arts - Business with Finance
Liverpool John Moores University
Dubai 2021.02 - 2025.02
Post Graduate Diploma - International Marketing
Westford School of Management
Science stream certificate - undefined
Umm Ammar high school
Abu DhabiSkills
- IT Skills
- Microsoft software
- Office Excel
- Office Word
- Office PowerPoint
- Office Outlook
- Work adaptability
- Team collaboration
- Communication skills
- Interpersonal Skills
- Positive outlook
Certification
- Chalhoub Group Training Acadamy
- Holder of QCF Certificate in customer service Dec 2013
FOREIGN LANGUAGES
Arabic
native speaker
English
advanced level
Accomplishments
- Awarded Best Area Coordinator ( Sales and Training ) for year 2022
- COTY - UAE
- Awarded as Best Team leader in MENA region for year 2019
- COTY UAE
- Awarded as Best Team in UAE for year 2019
Timeline
Area Operation / Sales Manager
Wesams Group LLC
2026.01 - Current
Sales Supervisor – UAE
Wesams Group
2023.12 - 2025.12
Bachelor of Arts - Business with Finance
Liverpool John Moores University
2021.02 - 2025.02
Area Sales Coordinator
COTY DISTRIBUTION EMIRATES LLC - UAE
2020.11 - 2023.12
Team Leader
COTY DISTRIBUTION
2017.03 - 2020.01
Makeup Artist
JADE DISTRIBUTION - Chalhoub GROUP
2012.07
Post Graduate Diploma - International Marketing
Westford School of Management
Science stream certificate - undefined
Umm Ammar high school