Shafi Parengal

As General Manager of ASHAL UNITED Co, I am responsible for overseeing Sales & Distribution operations, marketing strategies, and Product Development. My role involves making crucial decisions that impact the company's growth and our employees' welfare. In Sales and Marketing, I focus on managing operations, increasing sales volume, and driving Business Development initiatives. I strive to forge strong relationships with clients, both new and existing, to boost profitability and achieve sustainable sales growth. One of my primary objectives is Channel Management, where I work on expanding our brand & channel Network across GCC countries. By building strategic partnerships and monitoring distributor and dealer activities, I aim to enhance market reach and maximize sales potential. Moreover, in terms of Team Management, I am dedicated to leading and mentoring our team to ensure operational efficiency and goal attainment.

During my time in the role, I was responsible for the creation and management of two distinctive brand names, DOTS and AOKA, focused on the electric and electronics sectors. My key responsibilities included: Brand Development: I led the development and establishment of the DOTS and AOKA brands, ensuring each brand resonated with target audiences and aligned with market demands. Product Planning & Management: I conducted in-depth market research to identify customer needs and emerging trends, and I developed tailored product plans to meet these demands, ensuring a competitive edge in the marketplace. Marketing Strategy & Sales Boosting: I implemented effective marketing strategies and campaigns to drive brand visibility, engagement, and sales growth. This involved coordinating with sales teams to ensure proper execution and continuous performance tracking. Customer-Centric Roadmap: I designed and executed a strategic roadmap that aligned with customer channels and preferences, ensuring seamless product offerings and maximizing customer satisfaction. Overall, I played a pivotal role in shaping the brand’s market presence, from strategic planning to executing successful marketing and sales initiatives…!!

As the Acting Director at AUC, I am responsible for leading the restructuring of the current system to enhance operational efficiency and align with market demands. My key responsibilities include developing a new brand identity and expanding customer acquisition channels to drive business growth. Additionally, I oversee the restructuring of retail outlets to optimize their performance, improve customer experience, and increase profitability. Furthermore, I am actively involved in identifying and developing new product categories that cater to evolving market trends and consumer preferences. By implementing strategic initiatives, I aim to strengthen AUC’s market position, enhance revenue streams, and create a sustainable business model for long-term success.

During my career with Alesayi Better Life, my responsibilities included: Inventory Control Management: Monitoring and maintaining optimal stock levels across all product categories. Conducting regular stock audits to ensure accuracy between system records and physical inventory. Identifying slow moving and fast moving items to optimize stock turnover. Implementing inventory control measures to reduce shrinkage, damages, and excess stock. Procurement & Purchase Order Management: Managing end-to-end procurement processes, including supplier identification, negotiation, and selection. Preparing, reviewing, and issuing Purchase Orders in line with company requirements and policies. Coordinating with suppliers to ensure timely delivery of goods and materials. Tracking shipments and resolving supply chain issues such as delays, shortages, or quality concerns. Evaluating supplier performance and maintaining strong vendor relationships. Cross-Functional Coordination: Working closely with the sales and finance teams to align inventory levels with business demand. Supporting the warehouse team to ensure smooth inbound and outbound logistics operations. Providing regular inventory and procurement reports to management for decision making. System & Process Management: Utilizing ERP systems for inventory tracking, PO issuance, and procurement records. Developing and improving internal processes to enhance efficiency and cost control.