Mohamed Ahmed Kedra
Riyadh
Summary
FMCG merchandising and retail execution leader with 13+ years in modern trade and field operations. Manage 75+ merchandisers across 400+ outlets, improving share of shelf by 5% and driving 4% market-share growth. Strengthen stock rotation and inventory control, reducing return to vendor to 0.05% while identifying market opportunities.
Overview
1
1
Language
1
1
Certification
13
13
years of professional experience
Work History
MT Sales & Regional Merchandising Supervisor
MBRF
01.2023 - 04.2026
- Led 75+ merchandisers through five team leaders across 400+ Modern Trade outlets, setting daily priorities, route plans, attendance controls, execution standards, and performance expectations.
- Supervised retail execution across Panda, Carrefour, Danube, BinDawood, Othaim, Lulu, and Tamimi, ensuring alignment with account agreements, planograms, promotions, visibility, and availability targets.
- Supported a 4% increase in regional market share through stronger retail execution, distribution expansion, competitor monitoring, and account-specific corrective action plans.
- Enhanced Share of Shelf by 5% through disciplined planogram compliance, category space optimization, POSM deployment, secondary displays, and regular store-level follow-up.
- Boosted Items per Customer by 7% through assortment alignment, cross-selling, seasonal activations, new SKU execution, and improved display quality.
- Reduced Return to Vendor to 0.05% through FEFO stock rotation, expiry control, inventory checks, ageing follow-up, and structured store audits.
- Executed market visits, work-with sessions, KPI reviews, coaching, and performance improvement actions to enhance productivity, discipline, and compliance across field team.
- Built KPI-driven execution guidelines and incentive initiatives covering OSA, SOS, planogram, visibility, promotions, route compliance, and store coverage.
- Used Power BI, Nielsen data, retail audits, and photographic evidence to identify gaps, prioritize actions, and present business reviews to management.
- Coordinated with Sales, Trade Marketing, Key Accounts, Supply Chain, and outsourced partners to resolve stock, listing, pricing, promotion, POSM, and execution issues.
- Awarded Best Sales Award 2025 for outstanding distribution growth, SKU development, merchandising execution, and commercial performance.
Regional Sales & Marketing Supervisor
Chevron Lubricants
08.2019 - 08.2022
- Delivered 25% sales-volume growth, expanded geographic coverage by 20%, and onboarded 500+ retail customers through route optimization and disciplined outlet development.
- Built a Cash Van distribution channel generating SAR 1M in recurring monthly sales and approximately 4,000 cartons per month.
- Led eight field sales representatives and supervised product availability, visibility, route execution, customer coverage, and in-market activation across assigned territories.
- Monitored field productivity, inventory allocation, stock availability, and customer execution through structured market follow-up to ensure optimal performance across territories.
- Reduced outstanding customer debt by 30% through implementing stronger credit controls and enhancing collection follow-up processes.
Sales & Marketing Executive
Castrol Lubricants
11.2017 - 07.2019
- Increased territory revenue by 22% and expanded the active customer portfolio by 18% through outlet development, customer segmentation, and focused field execution.
- Coordinated product availability, distributor operations, merchandising visibility, and customer service, resulting in 15% improvement in collection efficiency across assigned territory.
- Conducted competitor benchmarking and market audits to analyse pricing, visibility, promotions, product placement, and customer requirements, supporting strategic decision-making.
Sales & Marketing Representative
British American Tobacco
06.2014 - 10.2017
- Achieved 110% of assigned volume and value targets and contributed to 20% territory revenue growth through route discipline, distribution, and retail execution.
- Increased account retention by 25% through regular store visits and effective relationship management, ensuring reliable order and service execution.
- Executed promotional and merchandising standards across high-volume retail network, managing demand forecasting, stock allocation, invoicing, and collections to enhance overall sales performance.
Retail Sales Representative
National Food Industries Luna
11.2012 - 05.2014
- Achieved 100%+ of assigned sales targets and delivered 15% territory growth through outlet development and consistent FMCG execution.
- Expanded geographic coverage by 20% while enhancing Share of Shelf through improved product availability, effective planogram execution, display compliance, and strengthened retailer relationships.
Education
Bachelor's degree in law - Bachelor of Law (LLB)
Mansoura University
Mansoura01-2010
Skills
- Retail execution and merchandising
- Team leadership and coaching
- Field force management
- Route planning and market visits
- Planogram compliance and share of shelf
- On-shelf availability and perfect store
- POSM deployment and product visibility
- Promotion execution and SKU launches
- Assortment compliance and stock rotation
- Expiry management and RTV control
- Distribution management and inventory audits
- KPI management and performance reviews
- Incentive programs and retail audits
- Competitor tracking and cross-functional coordination
- Power BI and Nielsen data analysis
- Market analysis and sales forecasting
- Data analysis and visual merchandising
- Inventory management and supply chain optimization
- Sales strategy development and trade marketing
- Problem solving and process improvement
- Results orientation and customer service
- Time-management skills
- Advanced Excel skills
- Retail Audits
- Competitor Tracking
- Cross-Functional Coordination
- Power BI
- Nielsen Data
- Market analysis
- Sales forecasting
- Data analysis
- Visual merchandising
- Inventory management
- Sales analysis
- Supply chain optimisation
- Sales strategy development
- Trade marketing
- Problem solving
- Process improvement
- Results orientation
- Customer service
- Time-management
- Team management
- Advanced Excel skills
- Trade marketing
- Sales analysis
- Supply chain optimisation
- Sales strategy development
- Relationship Management
- Advanced Excel skills
Languages
English
Advanced
C1
Custom
- Business Strategy, Harvard Business School
- Negotiation Mastery, Harvard Business School
- Google Data Analytics - Professional Certificate, Google
- Power BI Data Analyst Training
- Advanced Excel
- Key Account Management Executive Training
- Category Management FMCG Strategic Frameworks
Certification
- Business Strategy – Harvard Business School certified
- Negotiation Mastery – Harvard Business Schoolcertified
- Google Data Analytics Professional Certificate
- Microsoft Power BI Data Analytics Certification certified
- Microsoft Advanced Excel Certification certified
- Key Account Management (KAM) Executive Certification certified
Accomplishments
- Oversaw programme to reduce paper waste, resulting in £ü Best Sales Award 2025 for exceptional contribution toward revenue growth, distribution expansion, SKU development, and commercial excellence. savings per year.
Timeline
MT Sales & Regional Merchandising Supervisor
MBRF
01.2023 - 04.2026
Regional Sales & Marketing Supervisor
Chevron Lubricants
08.2019 - 08.2022
Sales & Marketing Executive
Castrol Lubricants
11.2017 - 07.2019
Sales & Marketing Representative
British American Tobacco
06.2014 - 10.2017
Retail Sales Representative
National Food Industries Luna
11.2012 - 05.2014
Bachelor's degree in law - Bachelor of Law (LLB)
Mansoura University