Aref Al Ayash
Jeddah,Saudi Arabia
Summary
Seasoned sales professional focused on leadership and strategic planning. Capable of driving revenue growth and team performance through innovative strategies and relationship building. Unique skill set includes data analysis, project management, and negotiation to achieve organisational goals.
Overview
22
22
years of professional experience
4
4
years of post-secondary education
1
1
Certification
Work history
Asst. Director of Sales Catering & Events
Assila Luxury Collection
Jeddah, Mecca Region
2025.10 - Current
- Bolstered brand position through adept crisis management.
- Developed strategic sales plans to enhance market presence.
- Ensured regulatory compliance in all commercial operations, maintaining corporate integrity.
- Strengthened team performance through effective coaching and mentoring.
- Delivered compelling sales presentations, securing high-value contracts.
Sales Catering Manager
Assila Luxury Collection
Jeddah
2024.01 - 2025.09
- Acquisition of new clients
- Lead conversion from numerous marketing channels
- Creating a short- and long-term sales plan with the intention of achieving the given objectives
- Consistently meet revenue goals in accordance with team/organizational goals
- Actively looking for possibilities to upsell and cross-sell to existing customers
- Obtaining referrals from the current clientele to widen the sales pipeline
- Management of customer relationships
- Recognize customer needs and provide insights for improving the product portfolio based on interactions with and feedback from customers
Restaurants and Premium Catering Operation Manager
LE AUGURE
Jeddah
2023.10 - 2024.01
- Managing day to day operation and service for Restaurant and Events.
- Training staff Luxury customer service techniques for different scenarios, such as handling complaints about food or service quality.
- Conducting appraisals for the team members quarterly & annually to provide comprehensive feedback on the performance.
- Reviewing financial reports to identify ways to improve profitability.
- Ensuring that all employees are aware of any upcoming events or promotions so they can be promoted through social media channels.
- Reviewing menus with chefs to ensure food quality standards are being met according to company standards and according to the guest / market preferences.
- Managing the scheduling of employees to ensure adequate coverage during peak hours without overstaffing during slow times.
- Hiring and training new employees and coaching them accordingly to enhance the guest experience.
Consultancy - Outside Catering and Restaurants
SULTANIA Catering Company
2023.01 - 2023.09
- Maintaining communication with vendors to ensure that food supplies are adequate, and prices are competitive.
- Establishing long-term business goals and objectives to improve the overall performance of the restaurant.
- Leading the staff who work in the catering operations, including hiring and training new staff members as per the Premium standards.
- Reviewing reports on the financial status of the business and making adjustments to ensure that costs are controlled.
- Developing marketing strategies to promote the business and increase customer awareness of the products or services offered by the company.
- Coordinating with designers to create space plans for special events such as weddings or corporate conferences and seminars.
- Collaborating with other staff members to determine event schedules and other logistics such as food and beverage requirements.
- Coordinating with external vendors to provide rental equipment, supplies, and staff for events.
- Reviewing contracts with clients to ensure accuracy of services and pricing.
- Creating budgets for all projects and ensuring that money is not spent on unnecessary expenses such as overtime pay for employees or additional supplies.
- Developing and implementing training programs for employees on proper etiquette for serving clients or handling difficult situations with customers.
Banquet & Catering Operations Manager
LEYLATY Group
Jeddah
2017.09 - 2022.12
- Discussing sales contract details with the banquet sales director and the head chef.
- Planning the venue layout according to the number of guests and the type of event.
- Determining the number of table waiters and servers required.
- Supervising the placement of tables, chairs, cutlery, plates, glasses, table linens, centerpieces, heating lamps, serving utensils, and carving stations.
- Consulting with the Head Chef regarding the timing of meal courses to be served.
- Overseeing the seating of guests, the serving of meals and beverages, and the clearing of tables.
- Managing the availability of beverages, when required.
- Preparing work schedules and completing documentation in a timely manner.
- Answering customers' questions and accommodating special requests.
- Gather customer requirements (like number of guests and event dates)
- Schedule staff shifts.
- Train and manage wait staff and kitchen personnel.
- Oversee food prep and customer service.
- Report on expenses
- Manage stock and place orders as needed.
- Ensure compliance with health and safety regulations.
- Arrange food tastings with potential customers.
- Handling huge events (FORMULA ONE, GOLF Tournament, MDL BEAST ...)
Banquet Manager
LEYLATY Group
Jeddah
2015.06 - 2017.09
- In charge of the outside catering operations:
- In charge of all events that happen off site from social and corporate events
- Managing the team on the floor.
- Having the right number of team members depending on the size and type of the event.
- Overlooking the team while preparing the mise en place and all the needed items.
- Ensuring the team provides a high level of service.
- Meeting with the guest along with the catering team to check on the equipment needed.
- Doing site checks ahead of time from the event.
- In charge of the Banquet operation indoor
- Following up on guest complaints and glitches.
- Ensuring a high level of service and guest satisfaction.
- Overlooking the operation in the absence of the banquet director.
- Implementing training for newcomers and for the whole team as well.
Assistant Banquet Manager
LEYLATY Group
Jeddah
2010.12 - 2014.06
- Supervise the banquet operations in absence of Banquet Manager.
- Assist Banquet Manager in setting departmental strategies and goals to achieve operational targets.
- Record working hours of each staff and process weekly payroll.
- Ensure all food and beverages are set up and served as per company standards.
- Provide training to cashiers and servers on their assigned duties.
- Coordinate and manage all activities pertaining to food service operations.
- Maintain inventory of food materials, equipment, linens and paper supplies to avoid any shortages.
- Supervise culinary operation team to provide variety of food items to attract customers.
- Adhere to health, safety and sanitation guidelines.
- Organize and execute banquet events to ensure customer satisfaction.
- Provide outstanding customer service for repeat business and profitability.
- Design innovative floor plans and creative buffet presentation.
- Address customer needs and requests in a timely manner.
- Adhere to budgetary guidelines and control expenses accordingly.
Ramada hotel
Beirut
2008.12 - 2010.11
- Ensuring incoming staff complies with company policy.
- Training staff to follow restaurant procedures.
- Maintaining safety and food quality standards.
- Keeping customers happy and handling complaints.
- Organizing schedules.
- Keeping track of employees' hours.
- Recording payroll data.
- Ordering food, linens, gloves and other supplies while staying within budget limitations.
- Supervising daily shift operations.
- Ensuring all end of day cash outs are correctly completed.
- Coordinating daily front- and back-of-house restaurant operations.
- Controlling operational costs and identifying ways to cut waste.
- Appraising staff performance.
- Interviewing/recruiting new employees.
- Interacting with guests to get feedback on product quality and service levels.
Assistant Restaurant Manager
RAMADA hotel ( UMSIYAT Restaurant )
Beirut
2006.10 - 2008.11
- In charge of Restaurant seats.
- Handling a team of supervisors, bartenders and waiters.
- Taking care of guest complaints and ensuring the team provides a high level of service.
- Ensuring the monthly budget is achieved.
- Creating a training schedule for the team.
- In charge of the outlet without the presence of the outlet manager.
Captain-waiter
SHERATON CORAL BEACH Hotel & Resort; ST. TROP Restaurant / SUNSOUL Restaurant / BANQUET Ballroom
Beirut
2004.05 - 2006.09
- Train and supervise waiters to give a high standard of service in terms of time and quality.
- Supervise the mise-in-place of the assigned station to ensure smooth service during operation.
- Providing good customer service.
- Maintaining the cleanliness of the establishment.
- Taking orders and serving food.
- Resolving any customer complaints.
Education
Bachelor of Arts - Hotel Management
Arab Open University
Beirut 2003.09 - 2007.06
Skills
- Symphony
- Communicating
- Creative
- Influence others
- Solve problems
Certification
- Civil Defense Training Jun 2019
- First Aid Training Jun 2018
- Certificate of Food Safety Level 3 Jun 2016
- Certificate of Principles of Management Training Jun 2014
- Certificate of Food & Beverage Cost control Training Jun 2014
- Certificate of Human Resources Module Training-USEK Jun 2012
Languages
Arabic
English
Timeline
Asst. Director of Sales Catering & Events
Assila Luxury Collection
2025.10 - Current
Sales Catering Manager
Assila Luxury Collection
2024.01 - 2025.09
Restaurants and Premium Catering Operation Manager
LE AUGURE
2023.10 - 2024.01
Consultancy - Outside Catering and Restaurants
SULTANIA Catering Company
2023.01 - 2023.09
Banquet & Catering Operations Manager
LEYLATY Group
2017.09 - 2022.12
Banquet Manager
LEYLATY Group
2015.06 - 2017.09
Assistant Banquet Manager
LEYLATY Group
2010.12 - 2014.06
Ramada hotel
2008.12 - 2010.11
Assistant Restaurant Manager
RAMADA hotel ( UMSIYAT Restaurant )
2006.10 - 2008.11
Captain-waiter
SHERATON CORAL BEACH Hotel & Resort; ST. TROP Restaurant / SUNSOUL Restaurant / BANQUET Ballroom
2004.05 - 2006.09
Bachelor of Arts - Hotel Management
Arab Open University
2003.09 - 2007.06