1. AHMED H. KHALAF-ALLAH
+2010 6666 0707
Ahmed.khalaf-allah@live.com
32 Ebn Elromi st.,7th
district, Nasr city, Cairo, Egypt
CARRIER OBJECTIVE
As a trade marketing manager with 16 years of experience (12 years in multinationals) and a
strong record of success & MBA with grade “A-” from Arab academy for science and
technology in 2006.Chasing a challenging leading position, fulfill my passion to grow,
sharpen my skills and experience. Would like to be part of an organization that offers;
potential growth, rapid development, and stability.
CARRIER SUMMARY
Wide and in-depth experience of the FMCG industry + 1 year experience with
pharmaceuticals, gained from sales management, sales capabilities development, trade
marketing, and managing on-ground marketing activations, in Egypt & Saudi Arabia.
Total of 8 years managing sales in direct distribution & modern trade, and 3 years trade
marketing. Plus 4 years in managing BTL projects in marketing agencies.
EMPLOYMENT HISTORY
Trade Marketing/Modern trade manager - EGYPT Nov 14 – current
SANOFI , Cairo - Egypt
Establish trade marketing function and manage trade/shopper related activities to ensure
achieving annual brand & business unit sales targets
Establish Modern Trade pharmacy chains sub-channel.
 Set trade marketing strategy for CHC Business Unit across the different channels
 Customize and match between brand strategy, BU strategy and customer/channel
strategy
 Set commercial strategy with respect to investment: commercial offers where
needed, offers percent, structure, ROI, etc…
 Set and execute Modern Trade & pharmacy chains expansion strategy
 Set the MT & pharmacy chains execution from contract negotiation, ensuring
execution and follow up, monthly activity calendar, CRM, etc…
 Merchandising strategy and plan by channel and brand as per alignment with all
stakeholders
 Distribution strategy and plan with respect to numeric & weighted distribution,
customer type, sales by region and by channel, etc…
 Trade / Shopper competitive intelligence, In-store activation strategy & plan
Modern trade channel manager – EGYPT
RECKITT BENCKISER , Cairo - Egypt
Developing RB portfolio with MT partners, sustain MT channel
business growth in Egypt.
 Worked on decreasing the promotion contribution to
enhance channel profitability. Decreased from 21.6% in
Q1-14 to 15.8% in Q4-14 with sales growth of 4% Y14.
 Cut down roughly 80% contracted/ad-hoc monthly trade
spends (rentals and special discounts) to improve
spending % and decrease parallel trade.
 Managed portfolio to better accommodate all brands and
decrease dependency on mega brand.
 Improved customer growth rate, focused and accelerated
low-rebate customers to enhance over all channel
profitability.
Mar 14 – Nov 14

2.  Recruited 2 Unit managers’ and 2 account executives to fill all vacancies, build
team capabilities for better understanding of MT business and efficiency.
 Improved work environment, moved to work mobility for improved performance
and expedite market reach.
 Monitored spending very closely, working with aggressive saving targets. While
delivering channel plans.
 Working with the team to create positive, motivating, energetic environment.
Modern trade BDM Feb 2012 – Jan 2014
Arabian Trading Supplies , Jeddah - KSA
Arabian trading suppliers is the third largest FMCG distributor across KSA, managing the
importing, warehousing, and distribution of the brands of major multinationals like:
MARS, RECKITT BENCKISER, L’OREAL, HOLSTEN, PINAR, AMERICANA CAKE, CALFORNIA
GARDEN, and others.
UNILEVER MASHREQ
Customer marketing manager
Nov 2005 – Feb 2012
Feb 2010 – Feb 2012
Handling FOODS, DEOS, & SKIN CARE Categories
 Recognition award for the turnaround performance of HPC categories in 2010.
 Recognition award for DEOS category to deliver the highest growth and market share.
Handling Carrefour Egypt, Cairo – Egypt
80 % growth 2009 vs. 2008. 70% organic growth from existed stores.
 Achieved 127 % of the annual plan. 2009 plan projected 41% growth.
 Implemented shampoo, skin cleansing and oral category management project in
2009-2008.

MT BDM “ Customer category development” Feb2007 – April 2008
 Implemented category development projects like Shampoo, Skin cleansing, Tea
in Carrefour.
 Oral categories in Carrefour (JULY 2009).
 Shampoo category development in Hyper ONE.
Oral & Soap category in Fathallah Gomla and Hyper ONE.
Modern trade account executive Nov2005 – Feb2007
Handling 2 Carrefour account stores
Unilever , Cairo – Egypt
Sales supervisor (ADR) May 2004 – Oct 2005
Handling direct distribution in northern Jeddah region
PEPSICO , Jeddah – KSA
Senior operations manager May 2003 – Mar 2004
PEARL ME , Jeddah – KSA
Achievements:
 Created, developed, and executed new NOKIA N-Gage cell phone/game station
road show within 3 major cities in K.S.A (Jeddah, Riyadh, and Damam).
 Developed, and co-managed UNILEVER Arabia OBJ 2003 (Gallery of Stars)
Incentive program in Sharm Al-Sheikh - March 2004.
 Executed British American Tobacco Incentive Program to Barcelona – Span.
Events manager 17th
Jan 2000 – Mar 2003
INNOVATION CREW, Giza - Egypt
Achievements:
Executed Lipton Ice-Tea Summer 2002 promotion within North Coast region (
Ma’moura, Biyanky, Caribbyano , and Zahran Mall in K 85 North coast road).
Executed UNILEVER Mashreq OBJ, Sulimaniah – 2003.
Modern trade manager April 2008 – Feb 2010

3. AWARDS
 2012 The winning team of STORE-WAR workshop played the role of CEO.
 2010 recognition award for turnaround performance of HPC categories.
 2009 awarded highest growth rate for Carrefour Egypt account among 23
countries within UNILEVER.
 2007 recognition award for best customer category development project in
Carrefour Egypt.
 2006 ranked first in area sales manager’s annual appraisal.
 2006 recognition award from INNOVATION CREW for the outstanding
performance and contribution to company success.
EDUCATION
MBA, Marketing NOV 2006
Arab Academy for Science and Technology
Minor: shopper behavior, GPA “-A”
Certified Internet Webmaster, CIW professional E-Commerce Designer CIWA (Certified
Internet Webmaster Association). March 2002
IBM
BSc. Business Administration May 2000
Major : accounting
Zagazig university
TRAVEL
UK, France, Italy, Norway, Sweden, Belgium, Netherlands, Turkey, Jordan, Syria, Lebanon, KSA,
UAE, Indonesia, Austria, Laos, Thailand, Cambodia, and Libya
INTERESTS & HOBBIES
Travel, desert safari & camping, swimming, diving (PADI DIVEMASTER), hiking, and photography
COURSES & WORKSHOPS
 STORE WARS – 5 days - www.storewars.net - Jun 2012 – Dubai
 Strategic investment for growth – 3 day – Unilever – May 2011 – Alexandria.
 Raising personal effectiveness – 2 days – Unilever – Nov 2010 – Alex.
 Customer Business Plan – 2 days – Unilever – Mar 2010 – Cairo.
 Category management (8 steps module) – 3 days – Unilever – Nov 2009 – Jakarta.
 Customer marketing foundation – 4 days – Oct 2009 - Cairo
 Category management (Mess du Merge module) – 3 days – Unilever – May 2009 – Istanbul.
 Strategic investment for growth – 1 day – Unilever – March 2009 – Alexandria.
 Change Leadership workshop – 1 day – ZAD group –April 2008 – Cairo.
 Cash Management Workshop - 2 days – EMC – May 2001 – Cairo.
 Cost Analysis workshop - 2 days – European Management Center – April 2001 – Cairo.