Marwan Bibi

Enabling FMCG companies to optimize sales results and market shares through carefully planned and customized sales and distribution strategies. A strong communicator and leader of teams with a passion for the development of staff and teams. Results-driven and a strong team player who will actively contribute to the growth of the organization, with a rolling up the sleeve's mentality.

IFCG is the distribution arm of IFS based in Jeddah- Saudi Arabia with branches in Riyadh, and Dammam. The products’ portfolio ranges from consumable goods like frozen chicken and meat, luncheon, frozen potatoes, oils, jams, canned and frozen vegetables and cheese, to household items like aluminum foil and plates, cling film, and plastic bags. Reporting to the CEO, as a Managing Director in IFCG, I was fully responsible for the strategic planning, development, and leadership of the sales operation. My responsibilities included the management of the daily sales operation of all the branches; managing a staff of 124 through 5 channel managers with P & L liability, and controlling a 120 million SAR annual operating budget. My accomplishments: . I created spearheaded costs-reduction initiatives that reduced overtime by 36% . Restructured the sales force and started recruitment of new sales team members that consisted previously of only 41 members and became 124 members . Calculated and fixed on the system a new price structure per channel . Expanded the coverage of Direct Distribution after restructuring all the regions and branches then reorganized all the channels per region . Listed the products in the major Modern trade accounts as they were not present in major hypermarkets . Created a new brand identity for the brands through a marketing campaign to revamp corporate identity . After 3 months of implementing the new sales strategy, I raised the Sales figures by 25% across all sectors

MSBI is a national beverages company, spread across all the Saudi territories, with a large portfolio of products that range from carbonated drinks to juices and energy drinks. Reporting to the owner, my responsibility included the sales operation, but the main challenge was in the core of the operation that needed a massive organizational structure, this is why it was tackled as a new company structure development. In addition to the sales and distribution structure renovation as Sales Director, I controlled a 140 million SAR annual operating budget. My accomplishments: . Created the MSBI guidelines to serve as the core strategic sales structure . Opened a training academy center in MSBI . Restructured the sales force and started recruitment of new qualified sales team members . Trained all the sales force across all channels on the new MSBI guidelines . Restructured and developed all the regions and branches and implemented new coolers in the DD channel . Created new routes while developing the limited available ones . Developed all the channels/region . Gained 11% market share from major competitors as per Nielsen report

I was responsible for launching and distributing a large array of packed bakery products in the market, then in high-end bakery outlets. I started the sales operation from scratch by constructing the sales and distribution operation structure and I managed a team of 340 persons with 300 trucks I participated in the decision-making of the budget forecast, recruitment, team creation, as well as on the corporate image from the marketing campaign to the brand identity. I created a replica of the Saudi DD channel outlets on-premise and trained the sales team personally, through various workshops, for months before the launch date. The result was outstanding on the launching day. I directed a team covering 10500 points in Riyadh including the on-premise and the catering accounts. My accomplishments: I controlled an annual operating budget that took off from ZERO to 125 million in the first year then 150 million in the second year I attained 95% numeric distribution and 90% weighted distribution in the market by the end of the 1st year of the launching date I succeeded in gaining 40% of the market share of the Riyadh market during 1st year and according to Nielsen, SMG products became market leaders after only six months of the launching date I constructed a thorough and detailed sales operation system from scratch and I accomplished all the areas related to starting a new business I initiated and monitored a detailed scanning system to classify outlets and create the required data for the coming sales operation I created and implemented a new plan; Truck Efficiency Coverage that enables 50% of the total trucks’ number to cover 2 routes per day and increases profitability and truck efficiency I negotiated contracts for listing the products in the modern trade I expanded the sales with catering companies for frozen bakery items and created a new distribution line; “baked on-premises” I developed a freshness system to monitor and reduce the return percentage

PEPSICO brands speak for themselves yet during my responsibility as the Senior sales manager of the Direct Distribution and wholesale in the sales department I created a new selling plan; Guidelines Implementation Plan, that focuses on efficiency in distribution, assets management, building availability, and the implementation of the guidelines of PEPSI planogram. This plan drastically improved the sales execution and distribution and thus profitability of all the products: PEPSI, AQUAFINA, and TROPICANA. Because this project was a huge success and proved to be highly efficient, it was adopted by the company. In addition to my responsibilities where I managed a team of 210 people, I also developed and implemented rigorously the Matrix system in all contracts and created a “one contract policy” that included one discount scale and limited free cases to the sales turnover My accomplishments: I increased the profitability and revenue by stopping the cash entitlement that was affecting the revenues and instead allocated the same value-free cases based on achievement that was more profitable for the company I increased the profitability and revenue by stopping the offer on the invoice and turning it into Matrix contracts I made exclusive contracts for Aquafina to all our eateries (Bukhari, restaurants, buffet) I increased and developed the number of routes and the access points of the newly launched Tropicana brand by monitoring the implementation of the Tropicana guidelines (cooler location, availability, 2 points for Tropicana in the A, B classification outlets) I initiated the allocation of Aquafina water on the Carbonated Soft Drinks sales instead of allocating CSD on the CSD (in the monthly free cases)and that step drastically increased the distribution and the volume of AF distribution and availability. Increased and developed the market by 2% numeric Increased the NET WHOLESALE PRICE by 5% per case I created and implemented the Guidelines Implementation Plan

Malco Trading company owners of the labels of Fantasia potato chips and Pain D'or are leaders in the Lebanese market for over 30 years. As their products are of high quality and have been dominating the Lebanese market for years, they decided to expand their presence in the MENA region, by exporting their Fantasia chips brands. In my responsibility as the Export and sales development manager I: Restarted the export division from scratch and turned it from a non-profitable department into a fast-growing one. Assigned and managed four brand managers throughout the Middle East and worked closely with each distributor’s sales operation. Forecasted a feasibility study for each candidate country including the market share of the competitors, the consumer price, weight, in addition to customs duty, and the cost of freight from the country of origin to the distributors. Addressed the right distributors in each country, negotiated contracts, and ensured their implementation afterward. Monitored closely the sales operation in each country and solved problems, when necessary, through different means to expand distribution and increase the sales. Conducted a Business review meeting with the distributors of each country on a quarterly basis. My accomplishments: . Based on the results of the feasibility study that I made for each country I negotiated with top distribution firms and closed a profitable deal for my company . I exported the products to Qatar, KSA, Bahrain, Kuwait, UAE, Jordan, and Syria . Under my leadership, the export division became profitable after being dormant with turnaround sales of around 30 million USD per year

Arabian Food Supplies is an importer and distributor of food and grocery products throughout the Kingdom of Saudi Arabia. One of the divisions within Arabian Food Supplies is the Master Foods division. This division is the exclusive importer and distributor of Mars brand confectionery, ice cream, pet food & human food products in the kingdom. I started in this company as a Sales Supervisor then got promoted to a Unit Sales Manager then got promoted to a Key Account Manager / Modern trade Manager. As a Key Account Manager I: • Managed the Eastern region modern trade sector and worked with the region's leading hypermarkets. Negotiated contracts with key accounts and A & B class accounts • Managed a large team of supervisors, salesmen and merchandisers as well as the fleet organization and maintenance. • Accomplished double digits growth. • Initiated the development of the non-traditional points sector.