Co-Founder & Managing Partner

• Dec 2019 - Present

SportFIT, established and based in Dubai is a distribution company in the Sports and Fitness field. Exclusive Middle East distribution partners with UK based RFE International, SportFIT represents, markets and distributes the Reebok Fitness Equipment and Adidas Training Hardware brands for the region.I am the Co- Founder and Managing partner focused and responsible for the day-to-day operations and management of the business. With a strong entrepreneurial spirit, I set the strategy and realistic yet ambitious goals for the business and the team whilst working with them side by side to achieve and supersede the targets. The success we have comes from long and established relationships with key partners, strong leadership and teamwork and delivering quality products and service to our extensive network of Retail and Online network whilst all the time looking at key business development opportunities. I own the full P&L responsibility for the company, I am happy to say that we have started and grown to a successful SME in a two-year period through some of the toughest market conditions to date.

Managing Director

• Oct 2018 - Present

We want to help you make a difference in your company and business. Experts in the Sporting goods industry with 20+ years of senior management experience driving clear strategy through business, technology and brand development. Always looking at the bigger picture to help your business excel in an increasingly competitive market place. Experts in Inventory management solutions. We want to help you make a difference in your company and business. Experts in the Sporting goods industry with 20+ years of senior management experience driving clear strategy through business, technology and brand development. Always looking at the bigger picture to help your business excel in an increasingly competitive market place. Experts in Inventory management solutions.

General Manager Sport and Lifestyle

• Oct 2016 - Oct 2018

Full P&L responsibility across MENA region for the Sport and Lifestyle Division, developing and directing complete go-to-market strategy by brand and business unit. Restructured and consolidated wholesale division. Designed and implemented new concept store roll out for multi-brand sports concept. Spearheaded digital marketing platform implementation across portfolio.Selected Contributions:• Streamlined operations, turning around failing division to profit within 18 months by cultivating new retail concept and restructuring full portfolio of 80 stores.• Strong portfolio of brands. Adidas, Reebok, Speedo, Billabong, Quiksilver, Asics, Fila, Callaway and more. Principal relationships key to development of a strong portfolio.• Built and led a strong team of 12 high-functioning, direct reports and complete structure of 150 sales professionals with multi cultural backgrounds across Middle East markets.• Developed and enforced strategic supply chain strategy that enhanced effective inventory management and reduced stock discrepancies.• Promoted employee engagement at every level through effective motivation, coaching, training, and personnel development.• Spearheaded several partnership models, inclusive of contract negotiation and closure, to enable maximum portfolio growth and acquisitions.• Restructured cost basis to achieve 26% savings in one year.

General Manager

• Dec 2009 - Sep 2016

Managed key initiatives for Reebok, including retail, distribution, franchise marketing, logistics, and e-Commerce, developing long-range strategies for channel partner management and franchise expansion. Conducted comprehensive P&L management, while ensuring exponential growth in accordance with organization’s objectives. Championed SAP implementation with minimal disruption. Supervised high-functioning team selected based on ability to cope with increasing market demands while augmenting brand visibility and health in MENA region.Selected Contributions:• Conceptualised and implemented successful franchise model for Reebok Stores across MENA region leading to the opening of 42 rooftops in a 4 year period.• Developed client base, directing increase of wholesale visibility which led to more than 1,000 points of sale; achieved double-digit sales growth year on year• Grew business 10-fold, leading 12 years of continuous year-on-year growth and achieving 15% GCC market share for Reebok brand. • Successfully renegotiated Reebok distribution contract with top tier of Adidas Group.• Created and successfully launched the Reebok.com online platform for the UAE and Saudi Arabian markets. • Led quality improvements, boosting Quality Consideration Score (QCS) of Reebok significantly by maintaining close liaison with brand.

Sales Director - GCC, Middle East and Africa

• Apr 2004 - Dec 2009

Developed new business with existing clients and/or identified areas of improvement to exceed sales quotas, building and maintaining long-lasting customer relationships. Successfully negotiated contracts and closed agreements to maximize profitability; identified three emerging markets, boosting company positioning.Selected Contributions:• Designed and implemented strategic business plan to grow high-volume key accounts, consistently meeting and exceeding brand sales targets and expanding customer base by 58%.• Implemented innovative marketing communication strategies to increase visibility and market share for Reebok brand.

Sales Manager

• Jun 1998 - Mar 2003