AHMED DARRAG
Riyadh,Saudi Arabia
Summary
Dynamic and results-driven professional with expertise in executive decision-making, global business acumen, and profit growth strategies. Adept at leveraging innovative mindsets and visionary planning to drive market positioning strategies and product development. Skilled in customer relationship management systems, contract negotiations, and business analysis to optimise organisational performance. Demonstrates exceptional negotiation mastery, crisis resolution capabilities, and employee training proficiency to foster sustainable growth. Committed to delivering impactful solutions through strategic territory management and comprehensive understanding of business operations.
Overview
27
27
years of professional experience
1999
1999
years of post-secondary education
Work history
VP Sales
Arab Agriculture Service Company ARASCO - FEED
12.2023 - 12.2025
- Manage the sales organization for Poultry, Dairy & Export
- Achieve monthly targets
- Expand product portfolio from 3 to 7 products
- Manage discount budget effectively
- Expand portfolio from 3 to 7 products
- RTM change from direct to hybrid model
- Launched 3 New DCs in North & Southwest.
- Participated in the 4 yrs. Strategic Plan
- Submit annual business plan in line with set strategy
- Identify training and development needs for the sales team
VP Sales
Arab Agriculture Service Company ARASCO - FEED
06.2022 - 11.2023
- Manage the sales organization for LS applying needed changes
- Achieve monthly targets
- Expand product portfolio from 3 to 7 products
- Manage discount budget effectively
- Expand portfolio from 3 to 7 products
- RTM change from direct to hybrid model
- Launched 3 New DCs in North & Southwest.
- Participated in the 4 yrs. Strategic Plan
- Submit annual business plan in line with set strategy
- Identify training and development needs for the sales team
Director – Trade Marketing & Capabilities
Juhayna Egypt – Tiba for Distribution & Trade
01.2019 - 06.2022
- Manage Trade Marketing Budget for Juhayna/Arla & AMS Baeshen (approx. 1.2 Bn EGP)
- Plan and execute monthly trade marketing activities and programs for all principles (Juhayna/Arla/Baeshen)
- Manage trade marketing & capabilities teams
- Developed Juhayna Academy (On-Boarding, Sales Rep Training, Supervisor training)
- Lease all sales related projects with different departments (Finance, Marketing & Supply Chain)
- Track the KPI’s for the sales department via score cards and Dashboards for all assigned products/channels
- Prepare and present annual budget for Sales & TM to EXCOM
Market Development Director - Organized Trade Sales Director
Juhayna Egypt - Tiba for Distribution & Trade
04.2017 - 12.2018
- Manage Sales Organization for Organized Trade (OT) sales channels (MT/HORECA/Tenders)
- Full restructure for MT Team – resulting in a highly motivated team and double-digit growth
- Achieve monthly sales/returns targets
- Monitor closely collection and over-dues for all OT channels
- Manage Total Company’s trade budget for all channels including traditional trade
- Plan for Summer North Cost trade contracts with Alex team
- Analyze monthly retail audit for all channels including KA index to identify the opportunities vs. competition
- Led the launch of Puck white cheese in MT.
- Work closely with marketing on the monthly consumer promotions
- Work closely with Supply Chain to improve the service level and eliminate OOS
GM Egypt/ Jordan
Ornua Consumer Foods
06.2016 - 03.2017
- Manage the distributors in the two assigned countries
- Plan for the JV in Egypt
- Perform the due diligence both finance and legal for Egypt planned JV
- Plan for the recruitment and full structure of the factory/quality/sales force
- Led the Exit plan for the Saudi distributor
- Due to the Change in top management (CEO) and the recent devaluation of the EGP, the company decided to change the 2017 investment plan.
Associate Director – Trade Marketing
Juhayna Egypt – Tiba for Distribution & Trade
03.2015 - 05.2016
- Leading TM team to achieve 2015 sales and trade activities plan
- Plan for the monthly trade Activities/Prices in terms of planning and executing trade loyalty programs/ Key Accounts activation / Sales Team Incentives / Trade Promotions
- Closely monitor competitors’ activities on daily basis and propose/execute the required reactions
- Successfully planed and presented 2016 BP (Sales by category/channel, TM monthly
- Plan for the net price by implementing the required TPR and control the market price and RSP
- Lead the training for SR’s and SS’s in Juhayna by introducing a best in class field trainer and push for the implementation with HR and top management
- Work closely with Key Accounts team to develop the annual activities and promotional calendar across this vital channel building on experience
- Shared in Juhayna/Alra JV preparation (ARJU) meeting ARLA top management and plan for the Launch
- Managed the Trade Marketing / Discount budget effectively
District Manager Egypt & Libya ID Division
Ecolab Egypt
03.2014 - 03.2015
- Lead the sales and service team to achieving 2014 results
- Signed the PLA with both Marriott & Four Seasons the 2 leading hotel chains in Egypt
- Provide monthly updates to the regional VP, attending the regional monthly meetings
- Play a leading role in the institutional division regional management committee for MEA
Division Manager Egypt, Libya, Malta & Levant
Ecolab Export GMBH
10.2011 - 02.2014
- Manage the distributors in assigned countries.
- Quarterly visits to assess, assist and guide distributors to gain new business
- Manage the distributor stocks and follow up on orders and payments
- Recommended the RTM change for Egypt and managed the transition period working closely with the legal consultant, finance and supply chain to switch from indirect to direct
- Initiated the direct operation, hired the sales/technical team, start-up orders and managed the whole project with all related functions (HR, Finance, Supply Chain, Regional Team, Division)
- Achieved required KPI’s (Sales, Contribution Margin, Collection, Customer Satisfaction)
- Managed Morocco as an interim GM for 3 months during the transition period in 2014
National Sales Manager Key Accounts
Danone Dairy Egypt
11.2008 - 10.2011
- Manage the KA operation effectively to ensure the daily/monthly/annual target achievement.
- Motivate and influence sales team and keep them focused, setting monthly targets and objectives.
- Train and coach sales team to improve performance.
- Provide weekly forecast for chilled products in-line with market opportunities.
- Provide monthly overall market and business reviews.
- Play a leading role in signing the annual BDA’s and agree with KA management on annual targets.
- Manage the KA discount and trade spend budget efficiently.
- Holds a weekly unit meeting to agree on action plans, objectives, and priorities.
- Ensure the right coverage by outlet according to its classification.
- Changed the coverage from account basis to territory basis which had +ve impact on the channel headcount.
- Manage to maintain excellent relationship with the top accounts.
- Manage a team of 60 people, account managers, supervisors, sales representatives, and Merchandizing team.
- Review operational records and reports to project sales and determine profitability.
- Monitor customer preferences to determine the focus of sales efforts.
- Manage the execution of promotions & new products introductions.
- Monitor customer collection ensuring that all credit customers payments are in line with credit terms.
- Prepare a variety of status reports, including activity, closings, follow-up, and adherence to goals.
- Ensure sales orders are delivered appropriately to the customers on daily basis.
- Working very close with supply chain to improve customer service level.
- Lead the sales operation team in company 3 years strategic plan.
Trade Marketing Manager
Danone Dairy Egypt
11.2007 - 10.2008
- Manage all the trade marketing Activities in terms of commercial projects, brand BTL activities.
- Manage and control trade marketing budget.
- Played a key role in the Launch of Activia in Egypt, arranged for the launch sales meeting, the sales presenter, and all BTL support.
- Introduced innovative BTL solutions (Danette 3D mockup, Activia store gates).
- Successfully implemented trade loyalty program 'Danone Bank', one of the leading trade loyalty programs in Egypt.
- Shared in the 3-year strategic plan for Danone 09-11.
- Lead and coordinate with both creative and production agencies.
- Plan and review trade marketing calendar and amend it on an ongoing basis.
- Active member of the COMCOM (Commercial committee) in which all the key decisions were taken regarding the commercial strategies.
- Responsible for the development of Danone shelf trays with a saving of 45% vs budget, this initiative was copied by all Danone competitors.
Area Sales Manager
Johnson & Johnson
Greater Cairo
02.2007 - 10.2007
- Manage the distributor branch effectively to ensure the monthly target achievement.
- Motivate and influence sales team and keep them focused.
- Create a competitive environment for the sales force.
- Train and coach sales team to improve performance.
- Provide accurate forecast in line with market opportunities.
- Provide monthly overall market and business reviews.
- Analysis the monthly sales against BP target and take corrective actions when needed.
- Takes a proactive leadership role in selling to customers, anticipating, and resolving emerging problems.
- Works with the distributor branch manager to develop more efficient systems (invoicing, data systems, HR issues ... etc.)
- Establish team spirit by leading by example and motivating people.
- Manages all budgets and allocations professionally.
- Holds a weekly unit meeting to agree on action plans, objectives, and priorities.
- Ensure the right coverage for every trade channel.
- Playing a vital role in placing the monthly sales trade offers.
Senior Brand Manager (Johnson’s Franchise)
Johnson & Johnson
03.2006 - 01.2007
- Handling: Egypt, Syria, Libya, Sudan, East Africa (Ethiopia, Eritrea, Djibouti & Somalia).
- Reporting directly to the Marketing Director.
- Handling Johnson’s Baby Franchise across all countries, in addition overlooking the Johnson’s Adult Franchise business.
Brand Manager (Johnson’s Baby Franchise)
Johnson & Johnson
01.2002 - 02.2006
- Handling Egypt/Syria/Libya/Sudan.
- Develop short- and long-term strategies for assigned brands taking into account strategic directions, market parameters and company resources.
- Prepare marketing plans and launch packages. (Launch the Bedtime range, Re-launch the Johnson’s baby shampoo GOLDII-GOLD III, The Hospital program, Johnson’s baby Oil Chamomile, Fresh Blossoms, and Aloe Vera, Johnson’s baby Shampoo Detangling).
- Prepare and submit a full year marketing plan for the following year.
- Analyze and review marketing plans and amend them on an ongoing basis to maximize opportunities.
- Develop the positioning and advertising strategy of the assigned brands.
- Plan and implement the promotional activities for the brand.
- Prepare, recommend, and implement pricing for the products.
- Lead and co-ordinate inter-departmental activities regarding brand matters.
- Achieve the planned fiscal and market and other indicators, such as Unit Market Share, Net sales, Distribution Targets, Gross profit, Brand Contribution. etc.
- Achieve Brand profitability targets as per annual marketing plan.
- Identify methods to increase brand profitability, war on cost project.
- Monitor and effectively control promotional and advertising budget.
- Monitor market conditions and competitive activities including field visits.
- Maintain current data on brand trends. (Brand Shipment)
- Maintain timely data on competition relevant to the brand.
- Lead and co-ordinate with both the creative and media buying agencies all the brand matters.
- Play a leading role in the NPD (New product development committee).
- Member of the DOI committee- sharing the responsibility with the operations and logistics departments in controlling the DOI (Days of Inventory).
- Member of the Cash flow committee – sharing the responsibility with the finance team to secure the funds for achieving breakthrough growth plans.
- Handle assigned countries in the matter of monitoring distributor stock level, and placing the sales orders taking into considerations lead time, DSO, and maintaining healthy stocks at the distributor warehouse.
Assistant Brand Manager (Adult Franchise)
Johnson & Johnson
10.2000 - 12.2001
- Assist the BM in developing the short- and long-term strategies for assigned brands.
- Execute the marketing plan and the launch packages.
- Responsible for implementing the promotional activities for assigned brands.
- Play a vital role in the pricing process of the products.
- Work closely with the finance department on Budget tracking, cost reduction, sales figures.
- Monitor market conditions and competitive activities through sales visits.
- Update the brand shipment monthly.
- Maintain timely data on competitive relevant to the assigned brands.
Management Trainee
Johnson & Johnson
02.2000 - 09.2000
- SKU rationalization assignment.
- Process Excellency.
- Time series analysis to have accurate forecast.
- Responsible of collecting data, forecast, reports presentation from the brand managers and consolidates them to get the total company picture.
- Assist in the execution of all consumer promotions in the department, coordinating with suppliers and plant.
CS representative
CIB (Commercial Int’l Bank)
01.1999 - 01.2000
- Handle all customers’ requirements.
- Open customers’ accounts.
- Open Time Deposits, and issue Certificates of Deposit.
- Issue Credit Cards (Master & Visa).
- Renew, amend, and Break T/D’s as per customer’s instructions.
- Issue, amend, and close L/G’s.
Education
Bachelor of Arts - Faculty of management
The Sadat Academy
Skills
- Microsoft Office
- Internet
- Executive decision-making
- Global business acumen
- Employee training capability
- Profit growth strategies
- Crisis resolution
- Customer relationship management systems
- Negotiation mastery
- Innovative mindset
- Visionary planning
- Market positioning strategy
- Territory management
- Contract negotiations
- Business analysis
- Product development
Personal Information
- Number of Children: 3
- Date of birth: 1975-10-26
- Nationality: Egyptian
- Marital status: Married
Custom Section
Saudi Arabia
Awards
- Recognition Award, Johnson & Johnson Egypt, 2005-02-01
- Recognition Award, Johnson & Johnson Egypt, 2004-02-01
- Recognition Award, Johnson & Johnson Egypt, 2003-02-01
- Member of the MD creative brains club, 2001-01-01
Extra-Curricular Activities
Vice President Student Union, Sadat Academy for Management Science, 1997 President of Nile Sons Committee, Sadat Academy for Management Science, 1998
Languages
English
Fluent
Timeline
VP Sales
Arab Agriculture Service Company ARASCO - FEED
12.2023 - 12.2025
VP Sales
Arab Agriculture Service Company ARASCO - FEED
06.2022 - 11.2023
Director – Trade Marketing & Capabilities
Juhayna Egypt – Tiba for Distribution & Trade
01.2019 - 06.2022
Market Development Director - Organized Trade Sales Director
Juhayna Egypt - Tiba for Distribution & Trade
04.2017 - 12.2018
GM Egypt/ Jordan
Ornua Consumer Foods
06.2016 - 03.2017
Associate Director – Trade Marketing
Juhayna Egypt – Tiba for Distribution & Trade
03.2015 - 05.2016
District Manager Egypt & Libya ID Division
Ecolab Egypt
03.2014 - 03.2015
Division Manager Egypt, Libya, Malta & Levant
Ecolab Export GMBH
10.2011 - 02.2014
National Sales Manager Key Accounts
Danone Dairy Egypt
11.2008 - 10.2011
Trade Marketing Manager
Danone Dairy Egypt
11.2007 - 10.2008
Area Sales Manager
Johnson & Johnson
02.2007 - 10.2007
Senior Brand Manager (Johnson’s Franchise)
Johnson & Johnson
03.2006 - 01.2007
Brand Manager (Johnson’s Baby Franchise)
Johnson & Johnson
01.2002 - 02.2006
Assistant Brand Manager (Adult Franchise)
Johnson & Johnson
10.2000 - 12.2001
Management Trainee
Johnson & Johnson
02.2000 - 09.2000
CS representative
CIB (Commercial Int’l Bank)
01.1999 - 01.2000
Bachelor of Arts - Faculty of management
The Sadat Academy