Results-driven professional with a strong background in data analytics and performance management. Executes strategic initiatives that improve operational effectiveness and profitability. Cultivates strong relationships with stakeholders, ensuring alignment and commitment to organisational goals.
2
Languages
8
Years of experience
Work History
Fleet and Pricing Manager
7 Months
Maersk Saudi Arabia | 02.2026 - Current
Lead end-to-end commercial pricing and feasibility for Logistics & Services (L&S) solutions, owning revenue, cost, and margin integrity across customer opportunities; driving profitable customer acquisition while ensuring pricing remains operationally feasible and commercially sustainable.
Lead financial and capacity modeling to determine optimal fleet requirements, cost structures, and investment needed for sustainable business growth; delivered an 8-percentage-point Gross Margin improvement through daily capacity optimization and improved asset utilization.
Managed leased fleet of 1,300+ trucks with monthly transportation spend exceeding SAR 38 million, optimizing fleet utilisation and capacity planning across multiple logistics operations.
Developed pricing models and cost allocation methodologies for 8,000+ monthly transport orders, enhancing pricing accuracy and profitability analysis while supporting data-driven strategic decision-making.
Led vendor performance management for 30+ transportation partners, utilizing data analytics, KPI reporting, and performance scorecards to identify optimization opportunities, supporting the rationalization of 500+ underutilized fleet assets while maintaining operational service levels.
Spearheaded digital transformation initiatives by automating transportation planning, invoice validation, and cost allocation workflows, enhancing operational efficiency and strengthening financial controls across operations, finance, procurement, and technology teams.
Designed and implemented business intelligence dashboards using Advanced Excel, Power Query, and Power Pivot to monitor fleet utilization, vendor performance, and operational KPIs, reducing manual reporting time by 80%.
Inland Operations Partner
1 Year 8 Months
Maersk Saudi Arabia | Dammam | 06.2024 - 02.2026
Spearheaded customer operations for SABIC and ExxonMobil, executing 6,000+ FFEs annually with a 100% success rate, enhancing service reliability and operations excellence.
Managed financial operations for Inland Pet-Chem function, monitored gross profitability of accounts, and validated costs to improve profitability.
Managed 300+ fleet assets, achieved 12% savings on short-haul corridors and 17% on long-haul corridors, sustaining average fleet utilization rate of 4.4 RTs and meeting 100% utilization targets.
Managed 300+ fleet assets, achieving 12% cost savings on short-haul corridors and 17% savings on long-haul corridors, while sustaining an average fleet utilization rate of 4.4 RTs and consistently meeting 100% of utilization targets.
Led digital transformation initiatives by implementing TMS, increasing adoption from 20% to 80% and automating workflows with Power Automate, saving hundreds of man-hours monthly.
Regional Sales Manager
6 Months
Retailo Technologies | 11.2023 - 05.2024
Drove regional revenue growth of 14% month-on-month by conducting detailed market and competitor analysis to identify pricing gaps, assortment misalignment, and underpenetrated customer segments, and executing targeted category and sales initiatives to close these gaps.
Drove regional revenue growth of 14% month-on-month through detailed market and competitor analysis, identifying pricing gaps, assortment misalignment, and underpenetrated customer segments, executing targeted category and sales initiatives to address these issues.
Successfully launched the Buraida region, achieving 15% profitability from day one by deploying the right product mix, prioritizing high-margin categories, and establishing disciplined sales execution from launch.
Led and developed sales organization of 22 professionals, enhancing execution discipline and performance management, contributing to 8% year-to-date growth across Q4 and Q1 2024.
Sales & Operations Manager
10 Months
Retailo Technologies | Riyadh | 01.2023 - 11.2023
Boosted regional margins by establishing sub-distribution models in Muzahmiya and Huraymila, generating 200,000+ in monthly sales through structured market visits, distributor enablement, and relationship-driven growth.
Optimised sales mix by increasing contribution from high-performing brands and categories from 30% to 60% through assortment rationalisation, priority brand focus, and enhanced field execution.
Expanded active retailer base by 25% through reactivating churned customers and enhancing delivery reliability and service consistency, resulting in increased market penetration.
Turned around sales operations in two months by redesigning delivery routes and coverage plans, reducing operating costs by 4% while enhancing service efficiency.
Led and developed team of 14 employees, fostering performance-oriented culture focused on operational excellence and consistent target achievement.
Strategy and Demand Lead
11 Months
Retailo Technologies | Jeddah | 01.2022 - 12.2022
Identified structural gaps in KSA market coverage, including low outlet penetration and fragmented distribution, and executed localized expansion and route-to-market strategy that drove 15% month-on-month growth in international market while optimising pricing, assortment, and execution for local demand.
Secured exclusive distribution rights for 10+ strategic brands, increasing market penetration and customer touchpoints across priority regions.
Executed localized expansion and route-to-market strategy addressing structural gaps in KSA market coverage, driving 15% month-on-month growth in international market while optimising pricing and assortment for local demand.
Analysed sales, cost, and operational data to identify process inefficiencies and implemented targeted optimisation initiatives, enhancing execution discipline.
Developed strategies to increase share of wallet for 2000+ retailers in Karachi, focusing on diverse socio-economic classes to drive sales growth.
Developed strategies to increase share of wallet for 2000+ retailers in Karachi, targeting diverse socio-economic classes to drive measurable sales growth.
Identified and onboarded new brands, resulting in 30% improvement in output metrics.
Optimised retailer engagement through targeted training and operational enhancements, ensuring timely operations and delivery to boost customer satisfaction.
Education
Bachelors in Sciences - Political Science
Institute of Business Administration | Karachi | 06-2019
<ul><li>Company Overview: Group Company of PUIG, Spain</li><li>Team Leadership & Process Excellence: Organised the transformation of the Finance & Accounts function, establishing performance-driven goals, and embedding a culture of accountability and continuous improvement. Drove operational efficiency through process redesigns, SOP implementation and optimal resource deployment, leading to measurable improvements in turnaround time and accuracy.</li><li>Strategic Partnering with CXOs: Acted as a key advisor to the CEO, CFO, and other CXOs on business planning, pricing strategies, and business model pivots to support scale-up and profitability. Contributed to investor communications with data-backed insights to enhance stakeholder confidence and secure strategic funding.</li><li>Cross-Functional & Global Stakeholder Management: Functioned as the strategic finance business partner to cross-functional heads and the PUIG global finance team, aligning local execution with global financial strategies and compliance requirements.</li><li>ERP Transformation & System Automation: Led end-to-end ERP reimplementation to address system gaps, enforce role-based controls, and automate core finance processes—resulting in enhanced data accuracy, faster reporting and improved internal controls.</li><li>Costing, Inventory & Profitability Optimization: Designed and implemented plant-level costing models to ensure accurate COGS determination. Improved inventory management across pricing, consumption tracking, and aging analysis—enabling better working capital control and cost efficiency.</li><li>Manufacturing Finance & Statutory Compliance: Supervised end-to-end accounting for manufacturing operations and ensured full statutory compliance.</li><li>Financial Reporting, MIS & Profitability Analytics: Delivered accurate and timely monthly MIS reports, including P&L, Balance Sheet and KPI dashboards with deep-dive variance analysis across stores, business verticals, and geographies. Supported board-level decision-making through insightful presentations on financial health and business performance.</li><li>Budgeting, Forecasting & Business Planning: Led the Annual Operating Plan (AOP) and rolling forecasts, ensuring alignment with strategic objectives and market dynamics. Monitored key financial metrics to enable business decisions and proactive cost management.</li><li>Statutory, Internal & Tax Audit Management: Finalized standalone and consolidated financials under Ind AS and IFRS, ensured timely group reporting and compliance with international standards. Delivered clean and timely closures of statutory, tax, and internal audits in coordination with Big 4 auditors. Strengthened audit readiness through pre-audit diagnostics and rectification of recurring control gaps.</li><li>Regulatory Compliance & Risk Management: Ensured end-to-end compliance which includes ROC, RBI, FEMA, Income Tax, GST, Transfer Pricing, DTAA, and Customs. Reviewed cross-border contracts and transactions to ensure arm’s length pricing, accurate TDS application, and proper documentation under Transfer Pricing regulations.</li><li>Commercial Negotiation & Contract Governance: Led commercial negotiations and structured deals with vendors and franchisees. Reviewed key business contracts to ensure financial viability, risk protection, and compliance with regulatory standards.</li><li>Treasury & External Commercial Borrowing (ECB): Managed fund planning and liquidity management including ECB drawdowns, bank negotiations, and interest optimization. Improved working capital cycles through proactive cash flow forecasting and receivables control.</li><li>Internal Controls & Governance Framework: Led organization-wide reviews of internal control systems, identified process gaps, and redesigned or implemented over 40 SOPs and IFCs. Established a governance structure for financial discipline, risk mitigation, and policy compliance across departments.</li></ul> at Kama Ayurveda Pvt. Ltd. & PUIG India Pvt. Ltd.<ul><li>Company Overview: Group Company of PUIG, Spain</li><li>Team Leadership & Process Excellence: Organised the transformation of the Finance & Accounts function, establishing performance-driven goals, and embedding a culture of accountability and continuous improvement. Drove operational efficiency through process redesigns, SOP implementation and optimal resource deployment, leading to measurable improvements in turnaround time and accuracy.</li><li>Strategic Partnering with CXOs: Acted as a key advisor to the CEO, CFO, and other CXOs on business planning, pricing strategies, and business model pivots to support scale-up and profitability. Contributed to investor communications with data-backed insights to enhance stakeholder confidence and secure strategic funding.</li><li>Cross-Functional & Global Stakeholder Management: Functioned as the strategic finance business partner to cross-functional heads and the PUIG global finance team, aligning local execution with global financial strategies and compliance requirements.</li><li>ERP Transformation & System Automation: Led end-to-end ERP reimplementation to address system gaps, enforce role-based controls, and automate core finance processes—resulting in enhanced data accuracy, faster reporting and improved internal controls.</li><li>Costing, Inventory & Profitability Optimization: Designed and implemented plant-level costing models to ensure accurate COGS determination. Improved inventory management across pricing, consumption tracking, and aging analysis—enabling better working capital control and cost efficiency.</li><li>Manufacturing Finance & Statutory Compliance: Supervised end-to-end accounting for manufacturing operations and ensured full statutory compliance.</li><li>Financial Reporting, MIS & Profitability Analytics: Delivered accurate and timely monthly MIS reports, including P&L, Balance Sheet and KPI dashboards with deep-dive variance analysis across stores, business verticals, and geographies. Supported board-level decision-making through insightful presentations on financial health and business performance.</li><li>Budgeting, Forecasting & Business Planning: Led the Annual Operating Plan (AOP) and rolling forecasts, ensuring alignment with strategic objectives and market dynamics. Monitored key financial metrics to enable business decisions and proactive cost management.</li><li>Statutory, Internal & Tax Audit Management: Finalized standalone and consolidated financials under Ind AS and IFRS, ensured timely group reporting and compliance with international standards. Delivered clean and timely closures of statutory, tax, and internal audits in coordination with Big 4 auditors. Strengthened audit readiness through pre-audit diagnostics and rectification of recurring control gaps.</li><li>Regulatory Compliance & Risk Management: Ensured end-to-end compliance which includes ROC, RBI, FEMA, Income Tax, GST, Transfer Pricing, DTAA, and Customs. Reviewed cross-border contracts and transactions to ensure arm’s length pricing, accurate TDS application, and proper documentation under Transfer Pricing regulations.</li><li>Commercial Negotiation & Contract Governance: Led commercial negotiations and structured deals with vendors and franchisees. Reviewed key business contracts to ensure financial viability, risk protection, and compliance with regulatory standards.</li><li>Treasury & External Commercial Borrowing (ECB): Managed fund planning and liquidity management including ECB drawdowns, bank negotiations, and interest optimization. Improved working capital cycles through proactive cash flow forecasting and receivables control.</li><li>Internal Controls & Governance Framework: Led organization-wide reviews of internal control systems, identified process gaps, and redesigned or implemented over 40 SOPs and IFCs. Established a governance structure for financial discipline, risk mitigation, and policy compliance across departments.</li></ul> at Kama Ayurveda Pvt. Ltd. & PUIG India Pvt. Ltd.