Mohamed's CV
Mohamed Mounir
Vice President Sales
Profile summary
Strategic Vice President Sales with 31 years shaping food and consumer goods outcomes across regional markets. Known for directing overall go-to-market and route-to-market strategies, managing national trade channels, and leading large sales teams to drive distribution expansion. Committed to operational excellence, channel productivity, and commercial growth. Available to relocate to Riyadh, Saudi Arabia; available from 2025-01; requires employer sponsorship.
Career highlights
Commercial Sales Leadership: Managed annual sales turnover across all channels and regions in Saudi Arabia while directing commercial strategy for key poultry brands.
Team Management and Development: Built and managed the largest sales team in company history consisting of 400 plus field staff across national operations.
Route-to-Market Execution: Restructured the route-to-market model to improve coverage efficiency and reduce cost-to-serve across trade channels.
Key skills
Professional experience
Reports to the General Manager, directing the overall go-to-market and route-to-market strategies across all trade channels nationwide for RADWA and TAYBA brands. Manages operations and commercial direction for a sales division of 400 plus staff handling SAR 1 billion plus in annual turnover. Owns channel strategies, pricing frameworks, and trade investments while overseeing key account partnerships.
- Restructured the route-to-market model to improve coverage efficiency and reduce cost-to-serve.
- Directed vice-president level commercial review meetings with key accounts including Al Othaim Markets.
- Identified and proposed new SKUs, product innovations, and new product development opportunities to business development and marketing teams.
- Conducted ongoing opportunity mapping, gap analysis, and market intelligence to guide strategic priorities.
Reporting to the VP Sales, directed national commercial operations across Traditional Trade, Wholesale, HORECA, and distributor channels. Steered a large organization encompassing over 200 VSMs and supervisors, overseeing nationwide distribution, forecasting, and channel strategy execution.
- Built and managed channel budgets and sales forecasting at national level, establishing financial baselines across regions.
- Designed and executed promotional and discount plans by channel and region, driving distribution expansion and route coverage.
- Recruited, trained, and developed over 200 Van Salesmen and supervisors nationally through structured performance contracts and reviews.
Reporting to the Sales and Marketing Director with accountability for the Central Region, directing a team of 45 VSMs, 9 supervisors, and 1 area manager across fresh and frozen poultry and seafood operations.
- Managed full P&L and sales performance for the Riyadh hub, overseeing channel productivity and in-store execution quality.
- Implemented operational controls, KPI frameworks, and workflow discipline across a team of 45 VSMs and 9 supervisors.
- Developed and mentored 45 VSMs and 9 supervisors to improve region coverage and operational consistency.
Reporting to the Country Manager and directing 3 supervisors and 27 value stream managers, this role involved managing distribution efficiencies, negotiating key account contracts, and tracking business key performance indicators across distributor and field execution levels.
- Designed and executed monthly promotional plans and flyer campaigns to drive promotional return on investment.
- Managed wholesale agreements and key account negotiations while directing competitor tracking and staff training programs.
- Designed and implemented a new route-to-market plan for the Central Region, improving coverage and productivity.
- Set business KPIs for distributor and execution levels, managing stock and outstanding controls.
- Managed national and local key account contract negotiations, forecasting, and joint business plans for Dettol, Air Wick, and Finish.
- Designed and executed monthly flyers and promotions for key retail accounts to support in-store execution and 4Ps implementation.
- Implemented drop size controls, productivity metrics, strike rate monitoring systems, and structured sales call programs across the territory.
- Conducted ITMO opportunity assessments and competitor analysis initiatives to inform operational adjustments.