Ali Sami Toska
Jeddah,Saudi Arabia
Summary
A proactive Business Development, Sales, and Marketing professional with high enthusiasm about the value of experience gained. Highly motivated, self-confident, and an achiever. More than sixteen years of professional experience with leading FMCG multinational firms. Proven ability to work independently and in teams (passionate about people growth), while always eager to learn new scopes and drive company strategies towards winning objectives
Overview
18
18
years of professional experience
1
1
Certification
Work history
General Manager & Executive Board Member
Brand Partners (IPC Group)
Jeddah, Saudi Arabia
10.2020 - Current
- Full accountability of the organization scope within Saudi Arabia – in terms of commercial and other supporting units to drive the aligned vision and objectives
- Leading a team of over 950 employees (with 8 direct reports) across the four operating units in the market place
- Driving the company strategy in terms of long term growth, change and new operating scopes
- Accountable for the expansion projects and launch of the company across GCC – lead by Kuwait (launched) and Qatar (in process) in 2023
- Conducted a full structural restoration project in terms of accelerating team productivity, people planning and driving efficiency through technology
- Lead a national project within our holding group related to waste management and efficient cost utilization that optimized our operating cost by 23%
- Lead a year over year top line growth of +45% and a increase in Net Profit by +63% within a period of two years
- Responsible for the monthly and quarterly reflections of company performance with the Board of Directors versus the current and future (3 yrs.) aligned plans
Head of Categories, Customer & Shopper Marketing
Arla Foods
Riyadh, Saudi Arabia
03.2019 - 10.2020
- Full accountability on the P&L of KSA operating categories with the responsibility of driving consistent continuous growth in terms of profitability across brands and the total organization
- Developing the monthly targets in terms of distribution, product assortments and marketing campaigns by channel and key customers
- Full responsibility on new launches in terms of marketing campaigns and store presence – both BTL and ATL activation scopes; also responsible on the monthly evaluation and report to top management about the progress and development of these NPDs.
- Developing and initiating the “Category Management” project in Saudi Arabia for Lurpak and Puck Cheese categories with the top four key customers in Saudi Arabia
- Overseeing the effective use of the category portfolio of Arla both in store and on line to ensure the ultimate product mix within the national business (portfolio rationalization)
Head of Trade & Customer Marketing- All Categories
Arla Foods
Riyadh, Saudi Arabia
05.2018 - 02.2019
- Developing the national commercial plans by brand and channel through promotional discounts and activities, aligned with the sales team to achieve the national targets (All Puck Brands, Lurpak Butter & Starbucks)
- Responsible for driving the global-cross country trade promotion management and trade optimization programs to ensure effectiveness and efficiency of our implemented activities in trade (ROI drive assessment)
- Approving and monitoring all customer and shopper investment plans to ensure they fall within the company needed resources and guidelines
- Leading the development and execution of both customer and shopper investment strategies for the dairy categories to deliver against business KPIs
- Leading the monthly cross functional planning and review sessions to ensure the full alignment between the national teams on the progress of our set plan vs targets
- Making action-oriented recommendations on marketing investment guidelines to the General Manager based on insights including contingency plans in response to changing market dynamics
Business Development Manager - Center, East, North
The Hershey Company
Riyadh, Saudi Arabia
11.2016 - 05.2018
- Responsible for driving distributor sales volume and value sales across the Modern Trade (Key Accounts & Supermarkets), General Trade (Wholesales & VAN), Food Service and Pharmacy Channels for the three sub categories for Hershey's
- Managing the regional business P&L (70% of total KSA turnover) to ensure company profitability and asses the investment potentials
- Recommending business operational actions to ensure monthly EDS, distribution and in-store visibility
- Conduct the Monthly Sales Review and Forecast meeting to assess the YTD situation and ensure the balance to go action plans and stocks arrival to Saudi Arabia within the agreed perspective timelines
- Accountable to lead the Business Development Agreement of top channel customers in order to assure that contracts are finalized within the respective timelines and within the financial terms of the company
- Conducting quarterly business reviews with the regional sales teams and top customers by channel with the focus on short and medium-term action plans to ensure objectives ‘achievement (YTG & BTG action planning)
Regional Sales Manager - Center & North
The Hershey Company
Riyadh, Saudi Arabia
09.2015 - 10.2016
- Responsible for achieving distributor sales volumes, pricing, and merchandising objectives through distributor sales force in retail outlets and wholesale for the diversified Hershey categories
- Directly managing the regional sales and merchandising teams in Central and Northern regions of Saudi Arabia
- Recommending appropriate sales structure changes of the distributor and be involved in hiring process
- Defining and implementing Key Account management approaches through strategic planning in order to ensure volume, profit and distribution objectives
- Recommending business operational actions to ensure monthly EDS, distribution and in-store visibility
- Conduct Monthly and Quarterly Business Reviews with distributor and regional top customer to evaluate performance progress and to align on short and long terms plans
- Translate category and brand objectives on a market level into regional/channel category objectives
- Tailoring category and channel strategies and initiatives to in market requirements & ensure its implementation in the trade
- Ensuring effective new product launches, line extensions on a regional level through organizing category and planning the execution timelines with the respective market routes
Sales Development Manager
Nestle
Riyadh, Saudi Arabia
06.2014 - 09.2015
- Developing and managing the overall business of Breakfast Cereals in Saudi Arabia
- Full accountability of both strategy and in market business progression based on regional visions and business plans
- Developing the national commercial plans from a category and channel perspective in alignment with the Country Management, District Sales Managers and Regional Business Unit
- Ensuring and monitoring the achievement of country sales targets, OG and RIG against forecast in addition to proposing action plans to compensate sales gaps and maintain healthy volume growth across channels
- Managing the national marketing and in trade investments to maximize the category and brands' profitability
- Championing regional and country specific promotions category (defining objectives, briefing, monitoring, coordinating the implementation, and evaluating the executed promotions) in addition to recommending sales uplifts during monthly forecast meetings
- Achieved the highest ever volume share at 53% by February 2015 driven by a gain of +690 bps versus 2014
- Increased Numeric Distribution by + 530 bps and Weighted Distribution to 98.5% versus 2014-year end
Commercial Development Manager - Breakfast Cereals
Nestle
Riyadh, Saudi Arabia
02.2012 - 05.2014
- Enhancing distribution and winning in underdeveloped customers and channels through the implementation of distribution drives/schemes (Lower Trade and Van unit) and the focus on “Project Mirror” versus competition (mainly Kellogg's) in the Modern Trade channel
- Driving regional visibility gains through BDA compliance, home shelf visibility and availability, monthly promotion planning and excellence in execution of off shelf visibility
- Winning and amplifying power periods in store through timely implementation of impactful displays, efficient and effective activations and sampling activities through drop off periods to drive in market sales momentum
- Building shopper and channel expertise through joint business planning with Key Accounts to increase both frequency and weight of purchase
- Managing trade and marketing spend in terms of in store rentals and executions, branding activities, off shelf POS creative artwork and production and customer tailored promotion calendar investments
- Achieved an Organic Growth of 12% versus last year on Net Net Sales (NNS) base
- Increased volume share in the Central Region from 46% to 55% and in the Western Region from 48% to 59% by 2013 end
Channel Category Development Mgr. - Confectionery
Nestle
Riyadh, Saudi Arabia
06.2009 - 01.2012
- Tailoring channel category strategies and initiatives to country needs and unit growth within the Confectionery portfolio
- Collaborate between local departments and regional marketing teams to share category channel best practices/insights, liaise with Marketing, Sales, Finance, and Supply Chain divisions to drive category growth and KPIs
- Accountable for setting up effective processes that cater towards execution of new product introductions outlining the core distribution and merchandising guidelines -focused on sharing brands of chocolate
- Managed and lead on the launch of “Kit Kat Senses” that was nominated as the best launch across the 3 countries (KSA, Kuwait and Lebanon)
- Increased national volume share from 9.7% to 16.4% by the end of 2010
- Increased Numeric Distribution by + 200 Bps and Weighted Distribution to 97%
- Lead on a Kit Kat supply chain project with GTC Olayan focusing on ensuring regional promotional allocations that resulted in increasing stock cover from 30 to 45 days to avoid OOS
Key Account Manager
IATCO (P&G Distributor in KSA)
Jeddah, Saudi Arabia
05.2008 - 06.2009
- Full accountability in terms of account management for Panda (biggest retailer in Saudi Arabia)
- Responsibility of negotiating annual Business Development Agreements, lead and coach the sales team to achieve monthly & quarterly targets
- Planning for further customer development and building long term sustainable relationships with the account
- Applied P&G sales fundamentals at the market (distribution, shelving, pricing and merchandising) in order to reflect the best in-store presence in Saudi Arabia
- Achieved the required monthly sales target; was able to exceed the required targets (140% vs. 120% growth required) and achieve life-time record months in the sales of the handled account
- Managed promotions and spending; was able to create a spending concept that saved us around 30% on cost of offers and translate it into analyzed reports for easier use
- Lead the Customer Management Process of creating, planning and implementing different projects to create value for both us (suppliers) and our customers. Some projects follow the Shopper Based Value Creation process
Sales Section Manager
IATCO (P&G Distributor in KSA)
Dammam, Saudi Arabia
07.2007 - 04.2008
- Managed several successful launches of new P&G products through attractive shoppers-oriented promotions (Pringles World Cup, Fabric & Home Care clean living event)
- Lead Supply Chain Improvement Project generating incremental revenues via rationalizing the supply process, multiple delivery points, Root cause analysis of OOS, and store backdoor management
- Launched "From Trade to Collaboration" model with Carrefour where there was a change in the approach of doing business with the customers moving from Supplier –Customer relation to Partnership relation making us the most preferred supplier to the customer
- Second Best in-store execution award in KSA for Pampers restage in July 2008 at Geant
- Increased market share of detergents from 65% to 74% value share in one year at the customer
- Received the best launch award in the AP for Pringles World Cup launch in Kingdom
Education
Bachelor of Business Administration - Finance & Marketing
American University Of Beirut
Beirut, Lebanon /2004 - /2007
Skills
- Distributor and Direct Sales management
- P&L accountability and management
- People planning and exposure
- Category and Commercial expertise
- Ability to work under pressure
- Team player and passionate about inspiring others
Certification
- Integrated Commercial Planning - Nestle’
- POP Vision and Strategy - Nestle’
- Shopper Insight - Nestle’
- Everyday Coaching - Arla Foods
- Delivering Category Growth - Arla Foods
- Strategic thinking in negotiations and contract signing - Hershey's
- Key Accounts Shopper Based Value creation - P&G
- Situational Leadership - P&G
- Sales and CBD Colleges (1 &2) - P&G
Timeline
General Manager & Executive Board Member
Brand Partners (IPC Group)
10.2020 - Current
Head of Categories, Customer & Shopper Marketing
Arla Foods
03.2019 - 10.2020
Head of Trade & Customer Marketing- All Categories
Arla Foods
05.2018 - 02.2019
Business Development Manager - Center, East, North
The Hershey Company
11.2016 - 05.2018
Regional Sales Manager - Center & North
The Hershey Company
09.2015 - 10.2016
Sales Development Manager
Nestle
06.2014 - 09.2015
Commercial Development Manager - Breakfast Cereals
Nestle
02.2012 - 05.2014
Channel Category Development Mgr. - Confectionery
Nestle
06.2009 - 01.2012
Key Account Manager
IATCO (P&G Distributor in KSA)
05.2008 - 06.2009
Sales Section Manager
IATCO (P&G Distributor in KSA)
07.2007 - 04.2008
Bachelor of Business Administration - Finance & Marketing
American University Of Beirut
/2004 - /2007