Sameh Raafat Labib Khalil
El Shorouk City
Summary
Results-driven professional with 17 years of experience in the sales industry, specializing in FMCG (Fast-Moving Consumer Goods). Recently promoted to Sales Manager in September 2024 after 9 years at P&G, now leading the sales for a new distributor account in the food industry. Proven expertise in managing teams, leveraging data analysis, and driving strategic business initiatives.
Overview
16
16
years of professional experience
Work History
Sales Development Manager
A-part Auto
12.2024
- As Sales Development Manager, I'm responsible for leading the commercial growth initiatives of A-Part Auto across multiple sales channels, focusing on expanding market reach, improving sales efficiency, and driving customer engagement. My role combines strategic leadership in telesales, trade marketing, and key account management to achieve the company’s sales and profitability goals.
- A-part is a market leader in the automotive field, represents world manufacturers and suppliers in the Egyptian market
- Key Responsibilities:
- Established the Telesales Department, the first of its kind in Egypt’s auto spare parts sector, enabling high-volume sales to a large customer base efficiently and effectively.
- Lead and manage the Telesales Team, ensuring consistent achievement of monthly and quarterly sales targets while maintaining strong customer relationships.
- Founded the Trade Marketing Department, introducing monthly promotional offers tailored for spare parts traders — a pioneering initiative in the Egyptian market.
- Develop and implement monthly trade marketing campaigns to boost sales performance and enhance customer loyalty.
- Lead the Key Account Sales Team, responsible for managing relationships and sales performance with major clients across Egypt.
- Coordinate cross-departmental collaboration between Sales, Marketing, and Operations to ensure seamless offer execution and performance tracking.
- Analyze sales performance data to identify growth opportunities and support strategic decision-making.
- Contribute to market intelligence activities, monitoring competitors’ offers and market prices to ensure competitive positioning.
Sales Manager
El Amir for trading & Agencies (EVAGRO – Food Industry)
09.2024 - 11.2024
- Developing the business model by selecting distributor wholesalers based on Customer location and their online/offline presence.
- Establishing a loyalty program for new wholesaler customers to help achieve sales targets.
- Managing a team of 3-unit managers, 8 supervisors, and numerous sales representatives. My focus is on guiding my team to meet sales targets while prioritizing distribution and enhancing product visibility.
- Collaborating with the marketing team to set up plans, providing insights from extensive market experience at P&G.
- Working with the finance team to optimize budgets, reduce payments, and increase active customers engagement, resulting in improved sales outcomes.
Marketing Strategies & Planning (category manager)
El Amir for trading & Agencies (Procter & Gamble Distributor)
09.2019 - 08.2024
- Responsible for El Amir Business. Managing a portfolio of 18 brands.
- Responsible and accountable for monthly / annually target for the category.
- Responsible for sales forecast
- Make proposal for each category
- Follow up and development
- Responsible for developing supervisors
- Design and follow up on the execution of plans / trade strategies to deliver both sales targets and organization fundamentals.
- Owner of all budgets for the category. Responsible for planning, spending and tracking of these budgets across brands and across different trade channels.
- Responsible for all POSM for the category in terms of deployment in the trade.
- Analyze data and insights to determine industry and consumer trends and needs.
- Regular market visits to collect insights, feedback and market needs from retailers.
- Develop, draft and negotiate Business Development Agreements with Vendors that are in line with company strategy.
- Devise long-term development strategies for brands and vendors.
- Develop trust relationships with vendors to achieve better deals, pricing and quality of service.
- Cooperate with supporting teams, such as Marketing, Marketplace and Planning to execute each product's strategy.
Large groceries Customer Business Development Sales supervisor
El Amir for trading & Agencies (Procter & Gamble Distributor)
09.2018 - 08.2019
- Manage the key account business for large groceries in Cairo East, ensuring effective management of customer relationships and driving sales growth.
- Lead a team of 8 Section Managers and 8 Merchandisers, providing guidance, support, and coaching to maximize their performance and achieve targets.
- Develop and implement action plans to achieve company sales fundamentals objectives, including distribution, pricing, shelving, and merchandising, across the two channels.
- Set monthly sales-out forecasts for the unit and track daily sales-out performance against targets, analyzing sales data per channel and per brand.
- Lead a special project aimed at transforming a city into a golden city, focusing on achieving 100% coverage and core range distribution and visibility.
- Collaborate with cross-functional teams, including Marketing, Trade Marketing, and Supply Chain, to optimize operations and ensure a seamless execution of sales strategies.
- Build strong relationships with key stakeholders, including grocery store owners, buyers, and influencers, to maximize business opportunities and drive customer satisfaction.
- Conduct regular market analysis, monitor competitor activities, and identify opportunities for growth and market share expansion.
- Stay up-to-date with industry trends, consumer behavior, and market dynamics to proactively adapt strategies and capitalize on emerging opportunities.
Retail Van Operation Sales Supervisor
El Amir for trading & Agencies (Procter & Gamble Distributor)
10.2015 - 08.2018
- Lead a team of 10 Section Managers, providing coaching, guidance, and support to enhance their sales techniques and performance in the field.
- Conduct regular field visits to traditional stores, accompanying section managers to provide on-the-job training and support.
- Monitor and evaluate the team's performance, setting clear objectives and KPIs, and tracking progress towards targets.
- Collaborate with the Section Managers to develop action plans, strategies, and tactics to achieve volume, distribution, and golden stores targets.
- Ensure effective coverage of the 3,000 small and medium traditional stores, maximizing availability and visibility of our products.
- Analyze market trends and competitor activities to identify opportunities for growth and develop winning strategies.
- Build strong relationships with store owners and decision-makers to enhance partnerships and secure prime shelf space and promotional opportunities.
- Review and assess the team's performance, providing constructive feedback and implementing training and development programs as necessary.
- Coordinate with cross-functional teams, including Marketing, Trade Marketing, and Supply Chain, to align strategies and ensure seamless execution.
- Keep abreast of industry trends, consumer behavior, and market dynamics to proactively adapt sales approaches and capitalize on emerging opportunities.
Sales Development Supervisor (Pharma channel)
Unicharm Middle East and North Africa for hygienic industries
10.2013 - 09.2015
- Identify and establish relationships with potential new distributors to expand market reach.
- Develop and implement sales plans for each distributor, outlining targets, strategies, and action steps to achieve sales objectives.
- Collaborate with distributors on shipping logistics, ensuring timely delivery of products to customers.
- Regularly follow up with distributors to review sales performance, address any challenges, and collect outstanding dues.
- Provide comprehensive product training to distributor teams, highlighting key features, benefits, and competitive advantages.
- Updated on market trends, competitor activities, and industry developments to effectively position and sell our products.
- Act as a liaison between the company and distributors, addressing any concerns, providing necessary support, and fostering strong partnerships.
- Monitor distributor performance and provide guidance and feedback to optimize sales and customer satisfaction.
- Identify and prioritize top customers, working closely with distributors to build and maintain relationships with these key accounts.
- Collaborate with marketing and trade marketing teams to develop sales and promotional materials to support distributor efforts.
- Analyze sales data and market insights to identify growth opportunities and develop strategies to maximize sales potential.
- Product FMCG: BABY JOY DIAPERS
Sales Supervisor of (Retail) El Giza
Abudawood Company
06.2008 - 09.2013
- Responsible for 5 Section Managers covering 1200 small and medium traditional
- Coach the section managers on sales techniques in the field.
- Check & follow up on the team performance
- Managing the team to achieve volume and distribution targets ensuring winning wherever people shop.
- Product: Energizer - Etisalat charging cards
senior sales of Wholesale channel
09.2010 - 05.2012
- Handling 40 Wholesale stores in Fagala & Bab El Bahr areas-Cairo
Section Manager of Mini market channel
07.2009 - 08.2010
- Handling 32 mini market stores in Giza area
Section Manager of Retail van channel
06.2008 - 06.2009
- Handling 220 retail stores in Dokki & Mohandsen area
Education
Social work College - Cairo University
05.2007
Skills
Team Leadership: Expertise in guiding and developing high-performing teams to achieve sales objectives and enhance productivity
Timeline
Sales Development Manager
A-part Auto
12.2024
Sales Manager
El Amir for trading & Agencies (EVAGRO – Food Industry)
09.2024 - 11.2024
Marketing Strategies & Planning (category manager)
El Amir for trading & Agencies (Procter & Gamble Distributor)
09.2019 - 08.2024
Large groceries Customer Business Development Sales supervisor
El Amir for trading & Agencies (Procter & Gamble Distributor)
09.2018 - 08.2019
Retail Van Operation Sales Supervisor
El Amir for trading & Agencies (Procter & Gamble Distributor)
10.2015 - 08.2018
Sales Development Supervisor (Pharma channel)
Unicharm Middle East and North Africa for hygienic industries
10.2013 - 09.2015
senior sales of Wholesale channel
09.2010 - 05.2012
Section Manager of Mini market channel
07.2009 - 08.2010
Sales Supervisor of (Retail) El Giza
Abudawood Company
06.2008 - 09.2013
Section Manager of Retail van channel
06.2008 - 06.2009
Social work College - Cairo University