Experience

Ajlan & Bros Holding

• Saudi Arabia
• Financial Services
• 100 - 200 Employee

• Sector CEO

  • Mar 2022 - Present

  I manage the expansion of the current business into new sectors with the objective of creating the Best in Class business model. Full P&L accountability. I manage the expansion of the current business into new sectors with the objective of creating the Best in Class business model. Full P&L accountability.



Cortas Canning & Refrigerating Co.

• Lebanon

• CEO / GM

  • Sep 2017 - Dec 2021

  While performing this role, I have led business operations of the company, including recruitment, sales, marketing, supply chain, manufacturing, finance, legal, and HR. I have prepared a modernized design for the brand as well as created new pricing structures and set a five years portfolio strategy. Key accomplishments: • Directed full brand re-launching through new brand positioning, consumer-focused packaging design, new recipe, and innovative new launches. • Decreased cost by 7% as a result of supplier optimization and cost-efficient transportation, securing better negotiated deals. • Restructured RTM in the markets as well as identified new distributors in new markets. • Won the employer of the year award in 2021. • Relocated the plant to a new state of the art manufacturing facility during the COVID pandemic while ensuring the compliance with all the global quality and safety standards. • Drove top-line growth and EBITDA by setting an optimum pricing strategy. • Increased turnover and EBITDA by more than 25% and 40% respectively • Optimized the RTM in Europe, the US, Canada, Australia, and MEA.



Philip Morris International

• Switzerland
• Tobacco Manufacturing
• 700 & Above Employee

• Managing Director - Levant

  • Oct 2014 - Aug 2017

  During this role, I set up the first HUB in PMI to be used as a pilot for the "HUB Roll-Out" globally. I oversaw the commercial roadmap and led commercial management (Sales and MKT), manufacturing operations, and supply chain. I governed corporate affairs, regulatory, and legal as well as HR, finance, and IS.Key highlights:• Established the first pilote hub in Philip Morris. Launched a new innovation in the market.• Revamped the organization and developed a top class.• Tripled the volume in Jordan in a period of 2 years and more than 5 times profitability.• Improved volume and OCI in PAA by 25% YOY.• Created Lebanon business model and strategy that enabled future profitable growth potential.

• Director Special Projects EEMA

  • Jan 2014 - Oct 2014

  As a Director, I managed special projects around the EEMA region. I coordinated with regional management teams to set the scope of these projects and prepared execution plans and KPIs. I directed the global action plans for IQOS launch and expansion in Europe, Middle East, and Africa markets in a close working global team.Key highlights:• Generated the first piloted Hub in Philip Morris.• Selected as a member of a very selective group of senior Directors to set the Global launch of the new RRP (IQOS).• Established a new innovation in the market.• Revamped the organization and created a top class.

• General Manager Lebanon

  • Mar 2013 - Dec 2013

  As a General Manager, I collaborated with local and regional management teams. I created a tax, regulatory roadmap, and partnership plan with the RLT. Created portfolio and pricing strategy. I prepared RTM and visibility plans throughout the three years horizon. I cooperated with the "Regie Libanaise de Tabac", a state monopoly entity.Key highlights:• Optimized the portfolio by delisting 25% of the SKUs sold in Lebanon.• Improved efficiency through targeted management of investment• Enhanced distribution, optimized visibility, and customer service, and decreased cost through full RTM re-engineering.



Mondelēz International

• United States
• Food and Beverage Manufacturing
• 700 & Above Employee

• General Manager Levant

  • Feb 2010 - Feb 2013

  As a General Manager, I managed the daily operations of Levant hub. Oversaw all functions in the organization, including commercial such as Sales, Trade MKT, Consumer MKT, and CS&L, manufacturing, production, quality, health & safety, and procurement and support functions involving HR, finance, legal, corporate affairs, and IT. I explored resourcing needs and updated the organization to deliver the set agenda for Lebanon, Syria, and Jordan. Key highlights: • Assured high levels of ethics and compliance with government and internal policies. • Ensured the completion of 180 colleagues' works in complete harmony to drive the commercial agenda. • Accomplished 20% top-line (net revenue) growth in 2010 and 2011; doubled bottom line (operating income). • Enhanced distribution and POB standards while delivering world-class customer service. • Accomplished second player position in chocolate after being the fourth player one year ago while delivering record high share in Gum and biscuit (number 1 market share position). • Built solid career plans for talent and set people development agenda. • Set up a solid strategy based on 3 pillars, CSR - Crisis Management- Brand, and Corporate PR while working with corporate affairs and PR agencies. • Developed standards for disposal of damaged goods by working with government officials. • Directed efficient CSR agenda based on Kraft's "Hunger Fighting" strategy.



Kraft Heinz

• United States
• Food and Beverage Services
• 700 & Above Employee

• General Manager Maghreb and Frensh West Africa

  • Feb 2008 - Feb 2010



Cadbury plc.

• Sales Director North Africa & Maghreb

  • Jun 2006 - Feb 2008

• Sales & Marketing Director North Africa

  • Mar 2005 - Jun 2006

• Business Director GCC

  • Oct 2002 - Feb 2005



Pfizer

• United States
• Pharmaceutical Manufacturing
• 700 & Above Employee

• Business Director Levant

  • Nov 1998 - Sep 2002



Warner Lambert

• Pharmaceutical Manufacturing
• 1 - 100 Employee

• Sales & Marketing Manager Levant

  • Jul 1996 - Oct 1998

• Sales Manager Levant

  • Jul 1993 - Jun 1996

• Sales Supervisor

  • Nov 1991 - Jun 1993

• Sales Executive

  • Jun 1991 - Oct 1991