Experience

Pinehill Arabia Food Ltd.
• Marketing Manager


Pinehill Arabia Food Ltd. Indomie Instant Noodles

• Marleting Manager

  • Jul 2000 - Present

  PINEHILL ARABIA FOOD LIMITED (INDOMIE) (2000 – 2016) Manager - Marketing and Head of the Department for Saudi Arabia, based in Jeddah, reporting to GM and the CEO. PAFL is a subsidiary of PT Indofood of Indonesia, the world’s largest manufacturer of Instant Noodles (Indomie & Supermi brands) and one of the largest food companies in Asia. • Main task was to run the company’s marketing department through suitable marketing strategies, strengthening brand equity, increasing market share. • Steered the business through distribution, advertising and promotional programs, making TVCs, Designing various ATL, BTL & TTL Advertising Campaigns, Media plans, Marketing Plans & budgets, Sales Plans. • Supervised Production of many TV commercials for Indomie. • Liaising with ATL, BTL & TTL agencies, making presentations to BOD. • Coordinating with Sales & Merchandizing Teams, total marketing management of a top brand like Indomie as a Marketing Manager with team. • Launched Bowl & Cup Noodles, many new flavours, conducted Researches like, U&A, Flavour Preference, Consumer’s Preference Choice Comparison between competitive brands through Research Companies. • Helped established Yemen branch. • Supervised production of TVCs for Egypt branch. Countries Visited for business : (7) Lebanon, Egypt, Yemen, UAE, Bahrain, China & Germany. Main achievement: Achieving double digit growth year after year, Increased market share of Indomie to over 96% by fighting Nestle’s Maggi, Wings Foods, Mie Sedap, Malaysia’s MAMEE and other local brands. Show less



Western Bakeries Lusine

• Asst. Sales Manager

  • 1996 - 1997

  Western Bakeries - Riyadh, (Producers of Lusine brand of Bakery Products & Confectioneries. (Almost 2 years) • Sales Manager (Central Region) – Was responsible for running the Sales operations & it’s Sales Depot in Riyadh. Build the brand and sold across all the segments of the market, where the brand awareness for other prominent brands’ like “Al Rashid”, “Switz”, “Herfy: etc. was very high. • Set up and headed the Sales & logistical Operations for the start-up. • Launched the Lusine brand of bakery products and confectionaries in Riyadh market. • Launched at KA. • Established almost 18 Van Routes, codified customers, made route Lists & Maps. • HORECA was established. • Achieved almost 50% share of the Riyadh market in two years period Show less



Supreme Food Co.

• Sales Manager

  • 1987 - 1996

  Supreme Food Company - Riyadh, (producers of “Tanmiah” brand of slaughtered chilled Dressed Poultry and importers of Meat & Beef products. (Almost 10 years) National Sales Manager (Saudi Arabia) – Was responsible for running the total Sales operations & it’s Sales Depot in Riyadh, Supreme Food Co. producers of Tanmiah brand of slaughtered chilled Dressed Poultry and importers & producers of Supreme brand of Meat & Beef products. Build the brand and sold across all the segments of the market. Launched their flagship brand Tanmiah in all the regions of the kingdom where the brand awareness for other prominent brands’ like “Watania”, “Fakeeh”, “Radwa”, “Hadco” etc. was very high. • Achieved 50 million Riyals worth of sales and a sustained two digit sales growth year to year. • Introduced the Van Sales operations from a scratch to almost 16 routes which contributed to almost 30% of the total Sales volume. • Developed the HORECA business from almost a scratch which contributed to almost 25% of the total Sales. • Introduced the brand in all Key Accounts & took almost 60% share of the key Accounts, which later contributed to almost 30% of the total Sales. • Minimized and Standardized the Sales & stabilized the pricing in the traditional Wholesale market & brought down the sales contribution from almost 60% to 15%. • Lunched the value added cuts & various processed poultry products. • Launched the Sales of Chilled Meat, Beef & the processed products to KA. • Brought down the expired & unsold returned products to well below 2% from 20%. • Brought down the credit well under control. • Opened the Bahrain, Eastern, Western regions markets and successfully launched all product range to the complete market segments. Show less