Summary

Work experience

• LCD Monitors | Projectors | Interactive Panels | Commercial Displays | LED Screens | AI Accessories

  ViewSonic Middle East & Africa (Dubai, UAE)

  2021.11-Current

  (5 years)

  B2C KSA Country Manager & Regional E-Commerce Business Head | Jan 2025 – Present - Oversee country business operations with full responsibility for P&L management and commercial performance. - Lead Amazon DI, retail and marketplace business activities across sales and marketing functions. - Define KPIs and performance targets for sales, marketing and pre-sales teams. - Manage relationships with key decision makers across major retail groups, e-commerce platforms and independent retailers including Jarir, eXtra, X-Cite, Lulu, Virgin, Panda, Carrefour, Amazon and Noon. - Manage strategic relationships with mega distributors and large-scale system integrators across the region. - Established a USD 15M business target for 2025 with 80% YoY growth ambition and strong commercial performance targets. Modern Trade Business Manager MEA & Levant, North Africa Territory Leader | Jul 2023 – Jan 2025 - Managed retail and e-commerce operations across the MEA region with responsibility for commercial growth and market expansion. - Owned a USD 19M target and achieved 119% performance across the territory. - Expanded access across major retail groups and strengthened regional market visibility. - Built distribution networks and strategic partnerships across Jordan, Lebanon, Palestine and Iraq. - Appointed Ingram Micro as North Africa distributor in Morocco, generating USD 1.2M within the first 3 months. Retail & E-Commerce Business Manager – MEA | Nov 2021 – Jul 2023 - Structured and expanded the retail and e-commerce business across the MEA region. - Successfully expanded access across major UAE and KSA retail groups, in addition to key retailers in Kuwait and Qatar. - Generated USD 11.2M revenue from the Modern Trade business between Nov 2021 and Jul 2023.
• Regional Sales, Marketing & Software Solutions Manager – MEA

  CASIO Middle East & Africa (Dubai – UAE)

  2015.04-2021.11

  (7 years)

  - Led CASIO entertainment division business across the Middle East and Africa, driving regional sales growth through distributors, strategic partners and major retail accounts. - Worked closely with distributors and regional partners including Carrefour, Lulu, eXtra, X-Cite, Virgin, Panda, Jarir, Amazon and Noon to develop commercial agreements, financial targets, pricing structures and growth plans across multiple markets. - Managed regional product planning, SKU allocation, pricing strategy and promotional activities while monitoring key performance indicators including market share, shelf share and retailer contribution. - Collaborated with local marketing, corporate and PR teams to develop and execute integrated campaigns that strengthened brand visibility, product positioning and commercial performance across the region. - Led seasonal and regional commercial initiatives including Back-to-School, Ramadan and year-end promotional campaigns across UAE, KSA, Egypt, Morocco, Kenya and wider African markets. - Worked closely with HQ product and software R&D teams on feature enhancements and software optimization for entertainment product lines, providing regional market feedback and customer insights to improve usability, localization and overall customer experience. - Managed regional agency relationships across online and offline channels, overseeing campaign planning, execution and performance alignment with commercial objectives. - Led recruitment, coaching and performance development for promoters and sales representatives across multiple regional markets, driving execution standards and sales productivity.
• Sales Manager – Northern Emirates

  Bu Khatir Group (Sharjah – UAE)

  2012.09-2015.04

  (3 years)

  - Managed sales operations across the Northern Emirates, driving commercial performance through customer engagement, account development and channel expansion. - Developed new business opportunities, expanded point-of-sale coverage and supported sales growth across assigned product categories and retail channels.
• Sales Manager & Business Development

  Art Consultants - (Dubai – UAE)

  2009.11-2012.08

  (3 years)

  - Developed and maintained business relationships with customers and third-party agents to support sales growth and business development activities across Dubai and Abu Dhabi.

Educational experience

• Al-Najah National University, Palestine

  Bachelor’s Degree

  2004.01-2008.01

  (4 years)