Senan Salkini
Riyadh
Summary
Visionary leader with over 20 years of experience in scaling businesses across B2B and B2C sectors, with a strong focus on e-commerce, digital innovation, and operational excellence. A dynamic and ambitious business strategist, recognized for blending commercial acumen, operational efficiency, and strategic foresight to drive sustainable growth.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Acting Chief Executive Officer
Hamat Alsahab Holding
03.2024 - Current
- Ecosystem Building: Spearheaded the development of a comprehensive business ecosystem across multiple subsidiaries
- KPI Dashboard Development: Designed and implemented advanced KPI dashboards, providing real-time performance metrics and insights to the leadership team, facilitating data-driven decision-making and operational optimization
- Unit Economics Analysis: Developed and refined unit economics models to assess cost per order, customer acquisition costs, and profitability, enabling more accurate financial forecasting and improved resource allocation
- Operational Leadership & Strategy Execution: Directed day-to-day operations across all business units, aligning operational strategies with corporate objectives to drive growth and operational efficiency
- Process Optimization & Efficiency Improvement: Streamlined internal processes and adopted technology-driven solutions to reduce operational costs and improve overall productivity
Chief Operation Officer
Hamat Alsahab Holding
05.2023 - Current
- Ecosystem Building: Spearheaded the development of a comprehensive business ecosystem across multiple subsidiaries
- KPI Dashboard Development: Designed and implemented advanced KPI dashboards, providing real-time performance metrics and insights to the leadership team, facilitating data-driven decision-making and operational optimization
- Unit Economics Analysis: Developed and refined unit economics models to assess cost per order, customer acquisition costs, and profitability, enabling more accurate financial forecasting and improved resource allocation
- Operational Leadership & Strategy Execution: Directed day-to-day operations across all business units, aligning operational strategies with corporate objectives to drive growth and operational efficiency
- Process Optimization & Efficiency Improvement: Streamlined internal processes and adopted technology-driven solutions to reduce operational costs and improve overall productivity
Commercial Director
Ninja App
03.2022 - 04.2024
- Built and Scaled the Commercial Function: Pioneered the establishment of the commercial division from inception, leading the recruitment, training, and management of a high-performing commercial, catalogue, and brand partnership team, contributing directly to Ninja App's market positioning
- Strategic Vendor Acquisition & Category Expansion: Spearheaded the onboarding of 113 key vendors across diverse FMCG categories, expanding the product portfolio to over 5,200 SKUs
- Curated and optimized the selection, pricing strategies, and promotional campaigns to maximize sales velocity and product relevance
- Revenue Generation through Brand Partnerships: Conceptualized and launched a monetization strategy for in-app media, creating sellable brand partnership opportunities with a comprehensive rate card
- Successfully generated sustainable media revenue streams within the first three months of operation
- Data-Driven Commercial Decisions: Leveraged data analytics to inform product selection, optimize pricing models, and enhance vendor performance, contributing to improved customer acquisition costs and higher profit margins
- Financial and Operational Performance: Delivered on both front-end and back-end margin targets by balancing competitive pricing with effective cost management, ensuring profitable growth and long-term scalability
- Cross-Functional Leadership: Collaborated closely with IT, marketing, and supply chain departments to align commercial strategies with overall business goals, driving cohesive execution across all business functions
Commercial Consultant
Monh App
10.2021 - 02.2022
- Driving Business Forward Post-Investment: Played a pivotal role in leading discussions with a venture capital firm, aligning business objectives with investor expectations
- Successfully developed and implemented strategies to accelerate growth after securing investment, ensuring sustained momentum in the business's commercial operations
- Strategic Department Leadership: Built, developed, and led multiple critical business functions, including Marketing, Customer Care, Procurement, Category Management, B2B Sales, Catalogue, Content, and Business Intelligence, ensuring cohesive alignment across the organization
- B2B Sales Expansion: Spearheaded the expansion of the B2B sales department, onboarding key clients, and establishing strategic partnerships to increase market share and revenue generation
- Marketing and Customer Care Excellence: Revamped the marketing strategy to align with new business goals and enhance customer care operations, leading to improved customer satisfaction and loyalty
Commercial Consultant
ZAD App
02.2020 - 09.2021
- Retail Partnerships Management: Led the retail partnership strategy, overseeing the selection, contracting, and management of key retail partners to expand the app's product offerings and market presence
- Catalogue Optimization & Pricing Strategy: Directed the product catalogue, ensuring optimal product selection and competitive pricing to drive sales, enhance customer satisfaction
- Brand Partnership Development: Coached and guided the brand partnership team in negotiating and securing strategic partnerships with top brands, optimizing promotional efforts and revenue generation
- Marketing Team Leadership: Provided strategic direction and mentorship to the marketing team, aligning marketing initiatives with business goals to enhance customer acquisition, retention, and engagement
Head of Sales & Commercial Partnership
ZAD App
02.2019 - 01.2020
- Sales Management: Led the sales team to consistently meet monthly, quarterly, and yearly targets
- Defined market segmentation, determined sales channels, and developed sales and communication strategies
- Collaborated cross-functionally with other departments to ensure smooth onboarding of recruited accounts
- Retail Partnership: Oversaw the grocery business across KSA, affiliating new retailers to ZAD App, including selection, contracting, operations, and margin optimization
- Led the content department and collaborated with operations, finance, product, and marketing teams on retail partnership projects from initiation through to implementation
- Supported the development of a network of dark stores/mini warehouses across Riyadh to enhance fulfillment efficiency
- Brand Partnerships: Managed commercial and brand partnership revenues, setting and distributing targets among category and account managers
- Developed comprehensive plans, including promotional calendars, messaging strategies, and performance evaluations, in alignment with marketing and category management teams
- Led the commercial and category management teams to pursue, evaluate, negotiate, and implement partnership agreements
- Bridged category management and vendors with marketing to ensure cohesive branding and promotional strategies
Commercial Manager
KGCF Khair Algeyad Cheese Factory
05.2017 - 01.2019
- Managing Sales & Marketing Departments: Oversaw sales and marketing operations, ensuring alignment with business objectives
- Overseas Market Development: Expanded into new overseas markets by managing existing distributors and appointing new ones to drive growth and market penetration
- Team Restructuring & KPI Definition: Restructured the sales and marketing teams, updated job descriptions, and established clear KPIs to boost team performance and accountability
- Budget Management & ROI Optimization: Managed the commercial and operational budgets, focusing on maximizing ROI and ensuring efficient use of resources
- Commercial Strategy Implementation: Defined and executed commercial strategies to accelerate growth, enhance brand positioning, and improve market share
- Business Growth & Development: Developed and implemented growth models, innovative solutions, and business development plans to support expansion
- Managed daily operations, including staffing, training, BDA negotiations, and production planning, to ensure operational efficiency
Country Commercial Manager
Signature Snacks LLC
11.2014 - 04.2017
- Company Establishment & Registration: Led the startup and registration of Signature Snacks in Saudi Arabia, ensuring legal and operational compliance
- Business Strategy & Planning: Developed and executed business strategies and plans that supported growth and market entry, aligning with overall corporate objectives
- Organizational Set-Up & Policy Implementation: Established organizational structure and implemented local policies and procedures to ensure smooth and effective operations
- Route-to-Market Strategy: Developed and executed the 2015, 2016, and 2017 business plans and route-to-market strategies, achieving key milestones within allocated timeframes and budgets
- Modern Trade Channel Expansion: Guided the team in expanding the presence of Signature Snacks products in the Modern Trade channel across the Kingdom, ensuring successful product launches and distribution
- Key Account Management: Collaborated with key account principals to develop business plans that ensured sustainable growth and strong market positioning for the product portfolio
- Budget Control (ATL & BTL): Controlled the commercial budget for above-the-line (ATL) and below-the-line (BTL) activities, optimizing spend to meet commercial objectives
- Sales & Market Positioning: Ensured achievement of sales pipelines, budget targets, and brand-building initiatives, securing a strong market presence
- Worked closely with the marketing, product development, and research teams in Dubai to launch new products and coordinate marketing strategies and campaign implementations in the Saudi market
Area Manager
SBTC (Indomie KSA)
11.2012 - 10.2014
- Full responsibility for all sales activities in the Jeddah branch
- Managed a sales team of 7 supervisors and 30 sales representatives, covering all sales channels
- Coordinated with other departments (Accounting, Logistics, IT, HR, and Administration) to ensure smooth daily operations
- Directed and controlled the execution of sales and marketing objectives within the region
- Managed branch activities, including stock building, expenses, credit control, money collection, and all other administrative tasks
- Conducted monthly business reviews with top management, reporting on volume, turnover, collections, credit limits, trade marketing, and competitor activities
- Assisted in the interviewing, hiring, and training of new sales candidates
- Led the pilot project for implementing a handheld sales system in the Jeddah branch
- Held full P&L responsibility for the Jeddah branch
Founder and Partner
SALTRADE (Salkini For Trading)
01.2004 - 01.2012
- Founded and grew SALTRADE from a wholesale center into a class A sales and distribution company, attracting major FMCG manufacturers and agents in Syria
- Led the distribution division, fostering direct communication with decision-makers in sales, marketing, and strategic planning across top FMCG companies in the Syrian market
- Developed expertise through collaboration and knowledge exchange with industry leaders, enhancing my professional capabilities and understanding of the market
- Companies and Brands (2005-2012): Nestle Syria, SSDSD (Coca Cola Syria), R.A
- Company (Aujan Official Distributor in Syria), Societe specialise en production de pates, Al-HAMWI International Co
- (City Café), JIM & Jane Ice Cream Co., UTSC Co
- (LAVAZZA Coffee Exclusive Distributor)
Education
Bachelors Degree - Business Administration and Management
Damascus University
Damascus2006
Skills
- Business Launch & Start-Up Expertise
- P&L Management & Pricing Strategies
- Tech Business Expertise
- Commercial Excellence
- Operational Efficiency
- Data & Analytics-Driven Decision Making
- High Leadership Skills
- Exceptional Communication
- High Integrity & Transparency
- Adaptability & Resilience
Hobbies and Interests
- Sports
- Travelling
- Reading
Personal Information
- Date of Birth: 02/15/83
- Nationality: Syrian
- Marital Status: Married
- Residence Permit: Holding Two residencies (Saudi Residence & UAE Residence)
Certification
FMBP (Field Management Best Practice)
BEP (Business English Preparation)
LSPR diploma (London School Of Public Relation and Branding)
Languages
Arabic
Native language
English
Proficient
C2
Timeline
Acting Chief Executive Officer
Hamat Alsahab Holding
03.2024 - Current
Chief Operation Officer
Hamat Alsahab Holding
05.2023 - Current
Commercial Director
Ninja App
03.2022 - 04.2024
Commercial Consultant
Monh App
10.2021 - 02.2022
Commercial Consultant
ZAD App
02.2020 - 09.2021
Head of Sales & Commercial Partnership
ZAD App
02.2019 - 01.2020
Commercial Manager
KGCF Khair Algeyad Cheese Factory
05.2017 - 01.2019
Country Commercial Manager
Signature Snacks LLC
11.2014 - 04.2017
Area Manager
SBTC (Indomie KSA)
11.2012 - 10.2014
Founder and Partner
SALTRADE (Salkini For Trading)
01.2004 - 01.2012
Bachelors Degree - Business Administration and Management
Damascus University
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