FAWZI DERNAIKA
Jeddah,Saudi Arabia
Summary
Dynamic and results-driven professional with extensive expertise in sales management, business development, and client relationship management. Adept at crafting and executing innovative sales strategies, conducting market analysis, and driving profit growth through visionary planning and negotiation mastery. Proven track record in team building, performance management, and project management to achieve corporate objectives. Skilled in complex negotiations, crisis resolution, and business continuity planning to ensure sustained success. Committed to leveraging strategic insights and inspirational communication to foster long-term business growth while delivering exceptional value to stakeholders.
Dynamic executive brings proven history of successful contract negotiation and client-acquisition strategies. Builds consistent growth and profitability with diligent budget management and cost-reduction initiatives. Superior record of meeting and exceeding quarterly and annual benchmarks.
Overview
20
20
years of professional experience
5
5
years of post-secondary education
1
1
Certification
Work history
Vice-President
RAK Ceramics
Jeddah, Mecca Region
2025.10 - Current
- Promoted diversity and inclusion that resulted in an enhanced company culture.
- Championed corporate social responsibility initiatives, contributing significantly towards community engagement.
- Fostered a positive work environment with open communication channels.
- Achieved corporate objectives with strategic planning and execution.
- Influenced market position by developing impactful branding strategies.
- Oversaw financial operations to ensure fiscal stability of the organisation.
- Established partnerships for expansion opportunities.
- Guided organisational development with structured performance management systems.
- Developed business plans, resulting in improved performance.
- Formulated policies to ensure company growth.
- Led team for successful project outcomes.
- Mitigated risks, enhancing overall operational efficiency.
- Allocated resources to teams and projects based on need, performance and availability.
- Developed key operational initiatives to drive and maintain substantial business growth.
- Reviewed reports from subordinate management to identify areas of opportunity.
Market Leader, Kingdom of Saudi Arabia
Grohe KSA, LIXIL EMENA
Jeddah
2021.01 - 2026.05
- Drive profitable sales growth and margin contribution
- Responsible to propel and assure top line growth to achieve necessary P&L
- Successfully crafted a fresh OEM agreement for flushing tanks in accordance with localization and MIS conditions and guidance.
- Effectively managed team performance through focused 1-1 review meetings, leading to a 35% uptick in overall team output.
- Successful rollout of a customized go-to-market strategy that not only offered the best solution, but also curated a distinctive, premium experience, influenced by the implementation of the Commercial leadership approach and Marketing initiatives, leading to an enhancement in the overall retail channel business and attaining a 15% growth.
- Directed the project channel group to amplify the pipeline from 150M Euro to 250M Euro within a year and captured all these figures in the Sales Force.
- Increased the wholesale business by not only intensifying the sell-in but also by assisting the sell-out business to flourish by 25% in CY22 and 20% in CY23 UpToDate.
- Negotiated successful deals resulting in a 15% increase in overall sales revenue
- Developed and executed sales strategies resulting in a 25% increase in new business
Sales Director- Project Channel
GROHE, KSA, LIXIL EMENA
Jeddah
2016.01 - 2021.01
- Delivering the Project Channel Sales Mission assigned for the region in line with corporate objectives and KPIs (Achieved Sales growth CARGR +48% in 5 years)
- Work with all relevant departments to define and deliver the tools required both by direct and indirect customers to enhance and differentiate service and support to project sales to deliver increased sales result
- Ensure Progressive Product specification difficult to break by the competition
- Product update for project customers
- Forecast accurate projects sales monthly, quarterly and yearly reports
- Measure & analyse critical success factors for best practice and implement improvement processes
- Develop and maintain data base / records of all key project contacts in region as required and prepare report for senior management
- Gather competitor market intelligence and report to management
- Adhere to budget guidelines in the most efficient manner
Business Development Manager
EEC for contracting
Jeddah
2006.01 - 2016.01
- Managed to develop the construction business by introducing new services to accommodate the market requirement in steel structure and concrete works
- Enhance the business turnover and project wins capitalizing for the wide and strong network across the kingdom.
- Negotiated successful deals resulting in a 75% increase in overall sales revenue in 5Yrs.
Education
Bachelor of Sciences - Sciences
University of Balamand
Lebanon 1999.01 - 2004.04
Skills
- Sales management
- Business development
- Team building
- Client relationship management
- Sales strategy development
- Market analysis
- Budget management
- Performance management
- Project management
- Profit growth strategies
- Visionary planning
- Inspirational communication
- Negotiation mastery
- Crisis resolution
- Territory management
- Business continuity planning
- Presentations and proposals
- Sales strategy
- Complex negotiations
- Corporate strategy
Certification
- My talent Program FY21
- Captivating presentations and authentic presence/Working on a strategic LIXIL/GROHE project with a team.
LANGUAGES
English Native
Arabic Native
French Intermediate
AWARDS
Inspire Passion FY19 - Awarded for achieving record sales growth and exceptional team performance, KSA Project Team FY19 - Outstanding performance and demonstration during FY19 of the Grohe value: Inspire Passion, KSA Project Team FY20 - Outstanding performance and demonstration of business impact sales practices during FY20, Special Recognition Best Project Team FY21 - Outstanding performance and demonstration of business impact sales practices during FY21, LIXIL Award FY21 - Best performance and exceptional achievements, Best Country Performance FY22 - Outstanding performance and demonstration of business impact sales practices during FY22, Running With The Bull Award FY22 - Best results driven across all channels, Lixil Award FY23 - Exceptional achievement in Projects
Timeline
Vice-President
RAK Ceramics
2025.10 - Current
Market Leader, Kingdom of Saudi Arabia
Grohe KSA, LIXIL EMENA
2021.01 - 2026.05
Sales Director- Project Channel
GROHE, KSA, LIXIL EMENA
2016.01 - 2021.01
Business Development Manager
EEC for contracting
2006.01 - 2016.01
Bachelor of Sciences - Sciences
University of Balamand
1999.01 - 2004.04