Hilal Laroussi
Strategic Commercial Advisor
About
Senior Business Development Leader with 20+ years of experience in the UAE building materials and construction sector, driving specification-led revenue growth and GCC market expansion from a UAE base. Progressed through a 17-year tenure at Lever Group to Director-level commercial leadership with full accountability for revenue performance, market penetration, and structured pipeline development within project-driven environments. My expertise spans architectural specifications, developer and consultant engagement, project sales, pricing strategy, and contract negotiation. I specialize in converting early-stage design influence into awarded contracts across residential, hospitality, commercial, and mixed-use developments. Following this long-term leadership progression, I have undertaken selective commercial transformation mandates focused on division reactivation, brand repositioning, go-to-market strategy, and revenue acceleration in competitive markets. Core strengths: • Business Development • Specification-Led Sales • Building Materials Distribution • UAE & GCC Market Expansion • Key Account Management • Commercial Strategy • Pricing Strategy & Contract Negotiation • Revenue Growth & P&L Accountability Currently open to senior business development and commercial leadership opportunities within the building materials and project-driven construction sector across the UAE and GCC.
United Arab Emirates
Dubai
Building Materials
Business Planning, Go-to-Market Strategy, Strategic Partnerships, Competitive Analysis, Operations Process Improvement, Inventory Management, Business Transformation, Sourcing, Organizational Development, Brand Development, Brand Management, Product Marketing, Rebranding, CRM Integration, Forecasting, Solution Selling, P&L Management, New Market Expansion, Business Development Strategy, Sales Pipeline Management
Experience
Strategic Commercial Advisor
Confidential Design & Build Venture
United Arab Emirates
Advising on business model structuring and go-to-market strategy ahead of market entry • Designing pricing framework and securing strategic brand partnerships to support launch readiness • Supporting commercial governance and competitive positioning within a project-driven environment
Head of Division – Tiles & Slabs
United Supplies Group
United Arab Emirates
• Appointed to reactivate and commercially reposition a dormant tiles and slabs division following loss of market exclusivity • Defined growth roadmap, realigned international sourcing across Europe and Asia, and structured inventory monetization strategy • Initiated CRM rollout and strengthened commercial visibility to support structured pipeline development • Led brand and showroom transformation to enhance market positioning and competitive presence
Business Development Consultant
GS Plus One
Dubai
Lead the creation and operation of the UAE/GCC's premier sustainable building materials hub. • Design and implement operational and marketing strategies. • Foster community engagement through educational initiatives and collaborations with eco-focused designers
Sales & Marketing Director
Lever
United Arab Emirates
• Defined and executed commercial strategy with full accountability for revenue performance and margin discipline • Strengthened consultant-led specification pipeline across major developments, expanding high-value project conversion • Negotiated multi-million AED contracts, balancing revenue acceleration with payment risk control • Partnered with senior leadership to enhance forecasting accuracy and commercial governance • Secured specifications exceeding AED 20M, successfully converted post-tenure
Sales Director
Lever
United Arab Emirates
• Led UAE commercial operations, operating from Abu Dhabi with full P&L accountability, delivering 15% revenue growth, 25% market share expansion, and 50% Dubai penetration through structured specification-led strategy • Partnered with CEO and CFO to strengthen commercial governance and implement CRM systems, reducing collection discrepancies by 70% and improving forecast accuracy • Drove commercial alignment to ensure disciplined revenue execution and sustained margin performance
Sales Manager
Lever
United Arab Emirates
• Improved profitability by 20%+ through structured pricing strategy and margin optimization • Transitioned from transactional sales to specification-led, project-driven business development • Expanded key account portfolio across UAE and GCC markets, increasing regional market penetration • Built and managed a high-value project pipeline through consultant and developer engagement
Sales Manager-Interiors
Lever
Abu Dhabi Emirate, United Arab Emirates
• Led interior sales across residential, banking, hospitality, and mosque developments • Diversified client base beyond traditional large-scale projects, securing contracts with stronger payment terms • Managed portfolio representing 25% of total company turnover, improving cash flow stability and margin mix
Sales & Interiors Representative
Creative Closets
Abu Dhabi Emirate, United Arab Emirates
• Achieved 150% of assigned sales targets and ranked Best Seller in Abu Dhabi • Managed both B2C and B2B sales across residential project environments • Built foundation in solution-based selling and consultant coordination
Education
Université Libre de Tunis (ULT)
Hilal Laroussi's Contact Information
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