Emirats arabes unis


A senior sales and marketing professional with a strong track in the markets of Consumer Electronics, FMCG, IT, Electrical industry and Telecoms.
Have a solid experience with the distribution networks and partners in the Middle East & Africa.
Led numerous deals, projects and teams in Africa, the Middle-East and Europe.

A customer centric expert who focuses on value creation for shareholders, Management teams and end consumers.

Expériences professionnelles

Sales director

Samsung Electronics

De Avril 2011 à Aujourd'hui

• Manage sales, marketing and distribution of Samsung’s products & solutions in the Middle-East and Africa.
• Set the 5 years strategy and annual sales & marketing plans in line with the company’s global objectives…
• Prospect and select the distributors and vendors in the different territories and discuss their annual targets and developments, business and marketing plans, incentives, back margins, marketing investments...
• Support the managers in setting directions: channel strategies, pricing structures, GTM, brand activations, road shows…
• Manage a team of sales, product & marketing managers and oversee their SMART MBOs, motivation and developments.
• Make sure that compliance guidelines are respected in all the licenses, permits, procedures, materials, visuals…
• Evaluate the needed resources: HR, budgets, partners… and improve the operational processes, ROI, synergies…
• Follow up the sales forecast accuracy and achievement scores of the execution plans, promotions, action plans…
• Plan the QBRs and oversee the sale’s performance (sell-in, sell-through, PSI...) of the main distributors and channels (Modern trade, Traditional, Telco Operators, brand stores, E-commerce, B2B) and follow the calls for tenders (RFI, RFP…)
• Manage the P&L of the business and performance of the logistical, operational & financial KPIs, HR scorecards …

Managing director

TAJTEC , Dammam

De Mai 2009 à Avril 2011

2009 - 2011 Tajtec > Managing Director – KSA
• Founded this company that is active in FMCG & consumer electronics distribution in the MEA.
• Built a business plan with all the milestones, investments, returns, risks and presented it to the Chairman & BoD.
• Completed the registration processes, company setup and set its office, fit-outs, show room, warehouse…
• Managed, negotiated and partnered with different vendors, suppliers and partners in many areas.
• Hired and organized the HR forces and the setup of the different teams, processes, procedures...
• Set the different organizations per channel (Modern trade, traditional, own stores, franchises, e-commerce, B2B): sales, Merchandising, Marketing, after-sales, logistics, admin...
• Negotiated and closed the annual strategic plans: business plans, marketing programs, GTM, promotion plans (online and offline) target KPIs & ROIs, CAPEX & OPEX, cost controls and the launch of new products, services and programs…
• Completed the acquisition of a company that expanded the scope and reach of Tajtec stores.
• Spearheaded, coached and motivated the sales and technical organizations and the support teams…
• Followed the monthly sales (sell-in, sell-through...) bids proposals (RFI, RFP) and financial reports (P&L, BS, CFS, RE…).

Parcours officiels



Arabe - Langue maternelle

Français - Langue maternelle

Anglais - Courant

Espagnol - Technique