Zaher Mahmassani

Oversaw and developed the ABHA brand within Wafir, with end-to-end involvement across brand strategy, execution, and performance.

Managing and developing the ABHA brand strategy in alignment with business objectives

Ensured brand consistency, commercial relevance, and effective market execution across touchpoints through collaboration with internal teams and external partners.

• Overseeing brand positioning, messaging, and visual consistency across materials
• Coordinating with sales, operations, and external suppliers to support market execution
• Supporting product-related initiatives, packaging, and communication development
• Monitoring brand performance and supporting data-driven decision making
• Driving structure, clarity, and follow-through across brand-related initiatives
• Key responsibilities include:

• Led procurement operations across multiple categories, and successfully negotiated with new and existing suppliers to achieve cost reductions without compromising on quality or delivery timelines
• Managed end-to-end import/export operations: PO management, shipping coordination, customs clearance, and document preparation
• Liaised with freight forwarders, shipping lines, and banks to ensure timely cargo movement and accurate documentation
• Processed Letters of Credit (LC's) and Letters of Guarantee (LG's) while coordinating with Accounting & Finance teams for seamless payment execution
• Led export documentation (invoices, packing lists, certificates of origin) with required legalizations and certifications
• Issued and tracked LG's (bid bonds, performance guarantees) to ensure compliance with project requirements

• Directed budgeting, cash flow planning, and financial reporting to ensure financial integrity across multiple operations
• Implemented financial modelling to assess operational feasibility and support fiscal planning for company's special activities
• Regularly coordinated with the Executive Director for strategic planning and fiscal decisions
• Oversaw payroll, banking activities, and expense management to maintain financial accuracy and compliance
• Collaborated closely with internal stakeholders to align procurement strategies with project and business objectives

• Identified early warning signs of credit default and implemented corrective actions to minimise potential losses
• Restructured non-performing loans and negotiated repayment terms to optimise recovery outcomes
• Participated in Bad Debt Committee meetings to shape risk mitigation strategies and enhance departmental response

• Monitored loan performance and credit portfolio risk, identifying potential issues for timely intervention
• Supervised credit officers, assessing corporate and retail credit applications to ensure sound credit decisions
• Introduced and managed new credit facilities, including term loans and car loans, enhancing product offerings
• Active member of various internal committees: Credit, Admin, Bad Debt, Assets & Liabilities

• Conducted financial analysis, client interviews, and risk assessments to support informed credit decisions
• Prepared documentation for Central Bank reports and internal credit committees to ensure compliance and informed decision-making
• Achieved efficient decision-making process by analysing various financial reports.
• Collaborated with sales team to align strategies and enhance business performance.
• Stayed abreast of industry trends, maintaining competitiveness in the marketplace.

• Digitised benefit allocation system and created internal database to enhance data accessibility
• Streamlined coordination between medical divisions and finance to optimise disbursement processes

• Coordinated trade finance operations, overseeing LCs, LGs, CADs, and transfers to ensure compliance and efficiency in processing