Mohamed Mokbel

• Full P&L responsibility for the Saudi Arabian market, leading commercial strategy, operations, and organizational development. • Established and scaled the local business structure, ensuring full compliance with Saudi regulatory, labor, and governance requirements. • Defined and executed long-term growth strategy aligned with corporate objectives and market dynamics. • Led sales, marketing, trade marketing, supply chain, and finance functions to drive revenue growth, profitability, and market share. • Built and developed a high-performing leadership team, embedding performance culture, KPIs, and accountability. • Managed distributor and key account relationships, negotiating strategic agreements and optimizing route-to-market execution. • Oversaw budgeting, forecasting, and cost control to ensure sustainable financial performance. • Represented the company at senior stakeholder level with partners, authorities, and key customers in the Kingdom.

Senior FMCG and confectionery executive with over 20 years of leadership experience across the Middle East and North Africa (MENA) region. Proven ability to drive profitable growth, distributor-led market expansion, and execution excellence in complex, multi-country environments. Currently reporting directly to the IBU CEO, with full regional responsibility for commercial strategy, performance delivery, and partner governance. Şölen is Turkey’s leading chocolate exporting company, operating a portfolio of 200+ SKUs across 110+ countries, including the EU, USA, Central Asia, and the Middle East, supported by strong international brands such as Biscolata, Ozmo, Luppo, and Amada. Demonstrated expertise in regional P&L leadership, distributor management, and route-to-market strategy across Key Accounts, Wholesale, and DSD channels. Strong track record in aligning global objectives with local market execution, including joint business planning, trade promotions, loyalty programs, and market expansion initiatives. Highly experienced in sales forecasting and performance management, delivering monthly, quarterly, and annual plans while consistently meeting or exceeding targets. Adept at portfolio optimization and new product introductions to ensure market relevance, margin enhancement, and sustainable growth. Hands-on leader with strong commercial acumen, disciplined governance, and a results-driven mindset. Recognized for building long-term partnerships, leading multicultural teams, and delivering measurable business impact in competitive FMCG and confectionery markets.

Saudi Arabia- Yemen- Egypt

Saudi Arabia- Egypt

Ülker is one of the world’s leading confectionery companies, operating in over 100 countries and recognized as a major producer and supplier of iconic brands such as Ülker, Biskrem, Tempo, and Golden. Reporting directly to the General Manager, I lead the Direct Store Delivery (DSD) Division in Saudi Arabia, managing a large-scale nationwide operation. I am responsible for a team of 6 Area Sales Managers, 25 Supervisors, and 170 Salesmen, delivering annual revenues of approximately SAR 180 million (USD 48 million). Key Accountabilities • Develop and execute effective direct sales strategies, leading and aligning nationwide DSD operations with corporate sales and growth objectives. • Prepare and manage monthly, quarterly, and annual sales forecasts, ensuring consistent achievement or overperformance versus targets. • Oversee sales management, budget control, compensation schemes, and incentive programs to drive productivity and profitability. • Ensure robust talent management, including hiring, onboarding, training, development, and retention of high-performing sales teams. • Provide strong field leadership through regular market visits, performance monitoring, KPI measurement, formal appraisals, and salary reviews.

Ensure achievement and disciplined management of the Annual Operating Plan (AOP) across assigned departments and regions. • Lead, motivate, and develop regional teams to consistently deliver volume, collections, and daily execution targets. • Design and implement action plans to drive route and account growth, using defined KPIs such as new routes, new and active accounts, completion rate, and success rate. • Control and reduce outstanding receivables through strong operational processes and fully documented transactions. • Conduct regular market and field visits to ensure best-in-class sales execution, availability, and shelf presence. • Manage customer issues and complaints, ensuring timely, accurate, and reliable delivery and high service levels. • Identify, evaluate, and capitalize on new commercial opportunities within the market. • Actively participate in recruitment and selection processes to attract high-caliber sales talent. • Review, approve, and enhance training programs for new and existing sales representatives. • Provide ongoing coaching, performance feedback, and capability development for direct reports. • Build team strengths, address capability gaps, and supervise team development to meet evolving business requirements.

• Initiate, develop, and manage annual sales plans, budgets, and resource requirements in line with corporate and regional objectives. • Define and execute short- and long-term commercial strategies to support sustainable growth and market leadership. • Drive execution of sales plans to achieve volume, market share, revenue, and customer service targets. • Expand the customer base and build profitable new business streams through effective leadership and optimal utilization of sales resources. • Ensure best-in-class market execution of all company initiatives through disciplined unit-level implementation. • Review performance versus objectives on a regular basis and implement corrective actions where required. • Ensure clear communication and strict adherence to pricing and promotional policies, while monitoring competitor activity and evolving market needs and reporting insights to senior management. • Champion and sustain the deployment of best-practice sales tools and processes across the organization. • Build and maintain strong relationships with Key Accounts, delivering consistently high service standards. • Lead and support supervisors in day-to-day problem solving, while recognizing performance and providing constructive feedback to frontline teams. • Assess sales force capability and staffing requirements, developing short- and long-term workforce plans to meet business needs. • Provide structured coaching, training, and motivation to supervisors to ensure consistent achievement of objectives.

Joined the company in 1992 as a Salesman and progressed through successive promotions based on performance and leadership capability: Supervisor (1994), Area Manager (1996), and Channel Manager (1998). As Channel Manager, reporting directly to the Sales Director, I held full responsibility for the HORECA Channel (Hotels, Restaurants, Catering), covering Red Sea and Upper Egypt. Led a team of 3 Area Managers, 9 Supervisors, and 20 Salesmen, delivering annual revenues of approximately EGP 75 million (USD 15 million). Key Responsibilities • Prepared, communicated, and executed the Annual Operating Plan (AOP) across the channel sales and distribution organization. • Led capability development through structured sales training programs, on-the-job coaching, and group sessions aligned with role requirements. • Drove new business development, customer acquisition, and regional commercial agreements. • Built and maintained strong, long-term relationships with key distributors and major Key Accounts. • Negotiated and contracted fast-food chains, five-star hotels, institutions, and leading frozen food distributors across assigned regions. Key Achievements • Consistently grew sales volume and expanded channel coverage nationwide. • Successfully contracted leading fast-food chains, hotel groups, and major frozen food wholesalers across Egypt. • Proposed and introduced new products that increased revenue, improved truck utilization, and enhanced distribution efficiency. • Led the launch of a new frozen vegetables range, achieving 20% market share within the first two years. • Actively contributed to the evaluation and launch of company-wide initiatives and new product introductions. • Expanded and optimized the wholesaler network, improving operational efficiency and market reach. • Designed and implemented structured sales training programs, significantly enhancing sales force effectiveness.