AMIR HANNA
Orange County, Riyadh & Dubai
Summary
A top performing business, sales and account director with10+ years of experience across the FMCG sector with an impressive record of achievement in sales and delivering innovative B2B and B2C solutions. Acknowledged as an expert in starting and building business from scratch and ensuring long term sustenance and profitability across the Foodservice, Retail, Export & Private Labels business. I have gained significant experience, contacts, and knowledge through my work experience with multinational companies such as Nestle’, Lactalis, and Coca-Cola
Overview
20
20
years of professional experience
Work History
Business Development Director
Rani Refreshment- member of Coca- Cola family of companies
01.2023 - Current
- Achievements:
- Successfully Appointed distributors in all requested markets
- Reworked the value chain, marketing & Trade marketing spend which reflected on positive P&L
- Coordinated among all functions to reduce cost and ensure smooth supply
- Key Responsibilities:
- Full P&L responsibility
- Developing in-depth knowledge of company offerings to identify profitable business opportunities
- Directing marketing efforts by presenting market research to marketing directors and suggesting strategies to expand market research
- Assessing marketing and sales as well as supplier and vendor operations and recommending improvements as needed
- Launch new ranges across Retail and Foodservice
Head Of Foodservice
Americana Foods
05.2021 - 10.2022
- Achievements:
- As a result of restructuring the direct sales team in UAE, the company was able to untap the potential of the FS market, resulting in a325% growth in2022 over2021
- Achieved excellent relations with the QSR restaurant division, Pizza Hut, KFC, Hardee’s &TGI with regards to purchasing, quality, supply chain, marketing, and operations, which allowed the company to increase sales by25%
- Successfully introduced new categories to the frozen food division
- The categories included cake, seafood, and frozen vegetables, which generated an additional $200k in monthly sales
- Appointed distributors in UAE, Oman, Qatar & Bahrain for various categories
- Increased sales of key customers by45% in first half of2022 vs total2021 such as Subway, Jasmis, Vox, Ikea ..etc
- Key Responsibilities:
- Managing all Americana Brands & categories
- Manage Americana Restaurant business from A to Z/ KFC, Pizza Hut, Wimpy, TGI & Hardee’s
- Manage the direct distribution Business in UAE
- Manage & Appoint distributors across UAE & GCC
- Manage key customers directly, Ikea, Vox Subway…etc
- Develop new products based on market and customer needs
- Manage forecast per market/SKU, manage procurement of all frozen range
International Sales Manager
Ramsden International, UK
09.2019 - 04.2021
- Achievements:
- Rapidly managed to establish very good relationships with all customers and colleagues
- Managed to collect £200,000 from a total of £235,000 in bad debts
- Opened3 new markets and secured6 new customers
- Q1 budget was achieved by the end of February
- New Strategy and approach was designed and approved by management
- Key Responsibilities:
- Managing the overall operations of Ramsden in Middle East, North Africa & South Asia
- Establishing the company strategy for short and medium term and assuming full P&L responsibility
- Spearheading key accounts and relationships with Carrefour, Marks & Spencer and other chains
- Retaining key focus on business development, driving sales and achieving all profit goals envisaged
- Analyzing local market trends and competitor activity to identify business leads
- Working on brand development and regional expansion initiatives to increase brand recall and awareness across target client groups and engaging in strategic alliances to grow the business
- Ensuring that all the company’s stakeholders and investors can get superior ROI and witness year-on year growth
Head of Sales/ Global sales/ Foodservice & Private Label
Americana Foods
01.2015 - 09.2019
- Achievements:
- Overachieved2019 GP budget by +30%, volume +11% & Value +12%
- Increased the business in USA & Europe markets by28% vs2018
- Increased Foodservice business by19% vs2018
- Appointed new distributors mainly in USA, Europe, Africa & Asia
- Increased the turnover by30% in2017 vs2016
- Appoint new Foodservice partners in USA, Morocco, Kuwait and KSA
- Developed sales and profitability of PL Business and achieved GP of +30%
- Established systematic approach to all our PL business in Retail and Foodservice
- Managed to negotiate prices with suppliers for trading items and reduce our buying cost by7%
- Established excellent relations among all the team in the company and rapidly gained the trust of almost everyone
- Appointed new and professional distributors in KSA, UAE, Qatar, Kuwait, Canada, Kenya, Libya & Bahrain
- Managed to exceed the2016 target by25%
- Key Responsibilities:
- Led the global sales vertical focusing on USA, Europe, GCC & Asia
- Drove the future of Foodservice in terms of route to market, new categories, new sizes & profit
- Reorganized the private label business and set the strategies and priorities of this business to ensure working with the right partner and set minimum GP per customer
- Managed P&L marketing & trade marketing activity to ensure achieving the set targets
- Developed and nurtured relationships with strategic partners, reinforced unique value propositions to the clients and met both individual and team targets proactively
- Provided monthly/weekly reports and analysis of the evolution of the client base, tracked results using quantitative, qualitative measures, customer satisfaction metrics and KPIs
- Developed strategies across the region to expand the Food Service channel and successfully developed new clients within the HORECA/QSR space
Regional Sales Director
Lactalis International
08.2007 - 07.2015
- Achievements:
- Overshot the target for2014 by25%
- Closed a deal with Alrawabi for slice and mozzarella cheese, generated extra volume of80 tons p.a
- With +25% GP
- Marginal contributions, net profit and cash flow target was overachieved by10%
- Successfully launched our fresh Galbani range in Qatar, Oman & Bahrain
- Appointed2 new distributors one in Doha exclusive for FS and one in Bahrain for all channels
- Increased weighted distributions across all markets and channels by20%
- Implemented planogram across all the markets
- Increased the visibility for all our key categories in the Modern Trade segment
- Mapped top food services customers in all the markets and signed contracts with top clients like Paul, Intercontinental, Slider Burger, Crowne Plaza, and Ramada among others
- Successfully launched new categories in2011 through proper planning and follow up
- Successfully launched new tubs category in all GCC market, target was exceeded by90% vs
- The set target
- Created and implemented promotions and trade marketing activities in2012 which helped achieve the target
- Key Responsibilities:
- Design trade marketing activity fitting the brand as well as the channel in each individual market
- Managing distributors and distributor’s teams
- Set P & L per customer and country
- Handle PL business with Carrefour and other key clients
- Design sales training and do train the sales team of the distributor
- Monthly and quarterly executive reports to top management
- Fully responsible for zone P&L including marketing & trade marketing budget
- Fully involved in supply chain process & procedures to ensure100% availability of stocks
- Direct touch with the factories (production & planning) to come up with the right product to ME markets
Food service Business Manager
Nestlé
01.2005 - 07.2007
- Significant Contributions:
- Successfully developed the team of agents and distributors
- Managed key accounts: increased the turnover by30% in2006 as compared to2005
- Organized3 exhibitions from start to finish; served as sponsor of the Salon Culinaire
- Played a key role in establishing Nestle’ Beverages, Food & Confectionary as exclusive products in all the venues, Athletic Village & Media Centre of Asian Games in Qatar; this led to overachievement of the target by10%
- Tripled the turnover in Bahrain and Qatar from2005 till2007
- Key Responsibilities:
- Entrusted with managing key accounts heading all business development initiatives brand wide, served as a strategic advisor and devised several unique strategies to increase market presence, sales and market share based on research and market analysis of both own product positioning and competitor activities
- Contributed to the development of strategic plans for the medium and short term based on business intelligence, channel priorities and product dominance
- Cascaded these among our distributor and beverages services partners and ensured unified message across all channels
- Managed the sales team and mentored them, managed inventory, and supply chain considerations
Education
MBA - Strategic Marketing
University of Atlanta Georgia
01.2011
Bachelor’s - Computer & Management
Computer & Management Institute
01.1992
Skills
- Business Strategy
- Process Reengineering
- P & L Management
- Exports Management
- New Market Development
- Budgeting
- Channel Management
- Distribution Management
- Product Launch/Relaunch
- Trade & Consumer Activations
- Talent Development
- Key Account Management
PERSONAL INFORMATION
- Address: Trabuco Canyon- California -Orange County
- I am available to relocate.
- Visa Status: Holder of USA Green Card, UAE Golden Visa & KSA permanent residency
AREAS OF EXPERTISE
- Proven track of appointing the right distributors across the region as well as managing them the right way.
- Proven achievement of ability to work closely with factories build excellent relation to come up with new products as well as improve existing range.
- Dealing directly with key retail outlets in the region and turnaround the business with a high increase in sales and profit.
- Extensive experience leading operations and strategy across the MENA region, USA, Europe, Asia and Africa.
Timeline
Business Development Director
Rani Refreshment- member of Coca- Cola family of companies
01.2023 - Current
Head Of Foodservice
Americana Foods
05.2021 - 10.2022
International Sales Manager
Ramsden International, UK
09.2019 - 04.2021
Head of Sales/ Global sales/ Foodservice & Private Label
Americana Foods
01.2015 - 09.2019
Regional Sales Director
Lactalis International
08.2007 - 07.2015
Food service Business Manager
Nestlé
01.2005 - 07.2007
MBA - Strategic Marketing
University of Atlanta Georgia
Bachelor’s - Computer & Management
Computer & Management Institute
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