WAEL RAHMY
Jeddah,Saudi Arabia
Summary
Dynamic and results-driven Sales Leader with 17+ years of progressive experience in the FMCG sector across Saudi Arabia. Proven track record in driving revenue growth, increasing market share, and building high-performing sales teams. Skilled in P&L ownership, trade strategy development, and key account negotiations with top regional and international retailers. Adept at transforming underperforming territories into profitable business units. Recognized for building strong partnerships, optimizing RTM strategies, and delivering sustainable growth in competitive markets.
Overview
19
19
years of professional experience
4
4
years of post-secondary education
Work history
National Sales Manager General Trade Channel
Binzagar Company
Jeddah
02.2024 - 09.2025
- Responsible for General Trade Channel, developing and executing a national sales strategy to achieve the organization's revenue, market share, and profitability goals.
- Leading SAR 600M+ General Trade Portfolio, Managing 5 Regional Sales Managers & 230+ sales staff.
- Increased numeric distribution by 18% in 6 months, improving product availability in 15K+ outlets.
- Negotiated long-term contracts with top 10 wholesalers, achieving +4% margin growth.
- Key Responsibilities:
- Develop and implement a national sales strategy to meet company objectives.
- Identify growth opportunities in key regions, markets, and channels.
- Establish and monitor key performance indicators (KPIs) for sales teams.
- Conduct regular performance reviews and provide coaching to improve results.
- Foster a high-performance sales culture focused on exceeding targets.
- Conduct market research and competitor analysis to identify trends and opportunities.
- Develop new business partnerships and maintain relationships with key customers.
- Prepare sales forecasts and set sales budgets for national and regional levels.
- Build and maintain strong relationships with key customers.
- Monitor stock levels and ensure supply chain efficiency.
- Prepare and present sales reports, performance analyses, and market insights to senior management.
- Track sales team performance and provide data-driven insights for improvements.
Regional MT Channel Manager
The Coca Cola of Saudi Arabia
Jeddah
01.2023 - 01.2024
- Managed SAR 84M modern trade channel revenue, covering Carrefour, Panda, Danube, Bin Dawood, Raya, Lulu, Farm, Tamimi, Manuel, Othaim.
- Achieved +12% annual sales growth while reducing trade spend via improved ROI tracking.
- Increase share of shelf from 15% to 25% in Danube, Bin Dawood, Carrefour & Lulu, driving +15% volume uplift in flagship SKUs.
- Introduced category insights into JBP, delivering +10% category growth.
- Key Responsibilities:
- Develop and manage relationships with key accounts in modern trade, such as large supermarket chains, hypermarkets.
- Negotiate terms of trade, including pricing, margins, shelf space, and promotional investments.
- Achieve sales targets, revenue, and profitability goals for the modern trade channel.
- Plan and execute in-store promotions, activations, and marketing campaigns in collaboration with the marketing and brand teams.
- Ensure execution of promotional activities like discounts, in-store visibility campaigns, and product demonstrations.
- Analyze sales data, shopper insights, and market trends to identify opportunities for growth within the modern trade channel.
- Track the competitive landscape within modern trade outlets and provide strategic recommendations.
Sr. Area Sales Manager
PepsiCo SSFL
Abha
10.2019 - 12.2022
- Led South KSA operations with SAR 168M turnover managing 6 supervisors, 30+ sales reps and 1 distributor.
- Consistently exceeded targets, reaching 115% of annual revenue plan in 2021.
- Expanded numeric distribution from 85% to 95%, driving +5 pts market share growth in salty snacks.
- Launched rerouting plan optimized 3 extra routs delivering +18% growth in TT channel in 2022.
- Key Responsibilities:
- Lead, manage, and motivate a team of Sales Representatives and Territory Sales Supervisors.
- Conduct regular training sessions to improve the sales skills and product knowledge of the team.
- Set performance targets for the team and monitor individual performance through regular reviews.
- Manage relationships with the distributor and ensure efficient distribution of the company's products across retail outlets.
- Ensure that distributor is adequately stocked, and their supply chain operations are optimized.
- Prepare accurate sales forecasts for the area based on market trends and historical data.
- Monitor daily, weekly, and monthly sales performance and report findings to senior management.
- Ensure all sales activities adhere to PepsiCo's trade policies and local regulations.
Area Sales Manager
Arabian Trading Supplies (Mars Division)
Hail
09.2017 - 09.2019
- Responsible for managing sales operations, distributor relationships, and sales teams within the North KSA area. Achieving sales targets, increasing market penetration, and ensuring the availability of the Company's products across retail and modern trade outlets. Drive business growth by implementing and executing local sales strategies and ensuring that the team is aligned with corporate goals.
- Key Responsibilities:
- Same of the previous one.
Key Account Manager
Arabian Trading Supplies (Mars Division)
Riyadh
01.2014 - 08.2017
- Responsible for managing and growing relationships with key clients, ensuring long-term partnerships, driving sales, and achieving business objectives. Focusing on various segments like confectionery, pet care, and food products.
- Handled SAR 96M key accounts portfolio (Tamimi, Farm, Lulu, Carrefour, Danube).
- Negotiated JBP with Carrefour, securing 100% more off shelf displays and +20% sales uplift.
- Recognized with Best Sales Achievement Award 2016 for delivering 125% of target.
- Key Responsibilities:
- Develop and maintain strong relationships with key customers to achieve long-term sales growth and partnership.
- Collaborate with internal teams (marketing, category management, and supply chain) to develop account strategies, plans, and forecasts aligned with company objectives.
- Meet and exceed sales targets for key accounts through effective negotiation, upselling, and cross-selling.
- Gather and analyze customer and market data to understand needs and behaviors, ensuring Mars' products meet client expectations.
- Monitor and analyze sales performance, profitability, and stock levels for key accounts.
- Coordinate with field sales and merchandising teams to ensure optimal product placement and execution at the store level.
- Stay informed about industry trends, competitors, and market changes to identify opportunities and risks.
- Resolve any operational or logistical issues that may arise, ensuring timely delivery of products and services to key accounts.
Modern Trade Supervisor
Arabian Trading Supplies (Mars Division)
Buraidah
09.2012 - 12.2013
- Responsible for managing and optimizing relationships with modern retail outlets (supermarkets and hypermarkets) to drive sales, product visibility, and in-store execution.
- Key Responsibilities:
- Ensure Mars products have optimal shelf space, visibility, and promotional support.
- Ensure proper execution of in-store merchandising plans, including planograms, stock replenishment, and promotions.
- Monitor stock levels and ensure that there are no stockouts or overstocking situations.
- Prepare and submit regular reports on sales performance, competitor activity, and customer feedback.
- Supervise and guide a team of field sales representatives or merchandisers, ensuring that they follow up on all execution plans.
- Conduct training for sales teams on in-store execution, customer service, and relationship management.
- Keep track of competitor activities, pricing strategies, promotions, and share insights with the team to adjust strategies accordingly.
Key Account Specialist
Arabian Trading Supplies (Mars Division)
Buraidah
10.2010 - 08.2012
- Responsible for managing and growing relationships with the key accounts customers, ensuring customer satisfaction, and driving sales growth. Work to achieve sales targets by providing tailored solutions, building strong relationships, and addressing the specific needs of the clients.
Van Salesman
Arabian Trading Supplies (Mars Division)
Dawadmi
04.2008 - 09.2010
- Responsible for selling products directly to customers from a delivery vehicle. Traveling to various locations, managing inventory, and building relationships with customers to drive sales.
Van Salesman
Three Chefs
Cairo
06.2006 - 03.2008
Education
BBA - Accounting & Business Administration
Cairo University
09.2000 - 06.2004
Skills
- Leadership and Team Management
- Sales Strategy and Planning
- Relationship Management
- Analytical and strategic thinking
- Communication Skills
- Sales Process Management
- Financial Acumen
- Adaptability and Resilience
Timeline
National Sales Manager General Trade Channel
Binzagar Company
02.2024 - 09.2025
Regional MT Channel Manager
The Coca Cola of Saudi Arabia
01.2023 - 01.2024
Sr. Area Sales Manager
PepsiCo SSFL
10.2019 - 12.2022
Area Sales Manager
Arabian Trading Supplies (Mars Division)
09.2017 - 09.2019
Key Account Manager
Arabian Trading Supplies (Mars Division)
01.2014 - 08.2017
Modern Trade Supervisor
Arabian Trading Supplies (Mars Division)
09.2012 - 12.2013
Key Account Specialist
Arabian Trading Supplies (Mars Division)
10.2010 - 08.2012
Van Salesman
Arabian Trading Supplies (Mars Division)
04.2008 - 09.2010
Van Salesman
Three Chefs
06.2006 - 03.2008
BBA - Accounting & Business Administration
Cairo University
09.2000 - 06.2004