AHMED FARRAGCell: +20100 1211133, +971562165239 • E-mail: ahmfarrag@yahoo.com

Summary of Qualifications

19+ years of experience in Multinational companies in the field of consumer good in North Africa. French MBA in Sorbonne. Track record of exceeding targets in turnover and profitability. Results oriented leaders, can do attitude with an exceptional talent in handling business, finding solutions to challenges, turnaround situations, managing a big team. Fluency in English, French, Arabic (Maghreb countries ).

Areas of Expertise General Management Start-up Businesses Private equity Business Development Operations and Franchise Management Corporate Restructure Commercial Operations

PROFESSIONAL EXPERIENCERed bull MEAPGeneral Manager, North Africa Business Unit, January 2013 - present

Manage distributors for Libya, Tunisia, Algeria, Morocco, Sudan, Ethiopia, Cameroon, Mauritania, Chad, Djibouti & Somalia.

Route to market transformation to ensure the most efficient execution Analyze the potential of each market and strategic priorities to build solid business plan by market. Succeed to increase our market and volume share. Succeed to build solid relations with DPs. Lead the marketing agenda to own the cultural, musical and HORECA scene. Get aligned with DPs on best GTM approach. Ensure to achieve profitable P&L according to business plan for 2 consecutive year. Find innovative solution to deal with Libya and transform it to double digit growth for 2 consecutive years Build North Africa team by new recruitment to ensure solid growth. Launch new SKUs. Back to basics in DP management by creating new innovative tools of management. Understanding Value chain by market to build a cooperation with DPs.

PEPSICO North East AfricaGreater Cairo Sales Director, January 2010 – December 2012 Managed CSD, and Aquafina in 17 Distribution Centers, 700 trucks & turnover of 300 million $ & a total of

1300 employees from which direct and doted reported are 20 ASMs & USMs.. Led GC re-structures to ameliorate GTM strategy, new initiatives to improve Organization health

environment, and GTM effectiveness through all Egypt. Achieved 82% numeric distributions and 96% weighted distribution and market share leader with 61%

shares. Enforced best practices in the varies sales areas like MCP managing customer profitability, FMBP field sales

best practice, CCSDBP category channel sales development best practice & revenue management.

North East Africa Franchise Manager, 2008 - December 2009 Managed marketing, sales, OPS, P&L, capability and procurement for 6 countries (Libya, Sudan, Ethiopia,

Eritrea, Djibouti & Somalia). Achieved +40% the highest profitability and volume growth; highest numeric distribution and market share

in 3 years Developed an outstanding relationship of collaboration and trust with the bottlers in those markets who

have geared behind this leadership and invested in growing our business there. Develop and manage A&M strategies and budgets with the Franchise Bottler to build brands with A&M

principles.

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Sarl Snax AlgeriaCommercial and Marketing Director, March 2005 –November 2008 Restructured the company in sales, marketing , logistic and EBITDA to sell the company in 3 years and

mission was accomplished in June 2008. Organized national direct distribution in all the Algerian territory 15 branches and 140 trucks that enable the

company to have 81% weighted distribution and 49% market share. Managed a team of 300 persons from which 7 are reporting directly to me. Led the company to be leader in the market vs. the main competitor by relaunch the brand, trade

marketing, sales capability, innovations and marketing activities “below and above the line” Plan and follow up margin by product by SKU to ameliorate the EBITDA of the company.

Bel International (La Vache Qui Rit) Country Manager Algeria, September 2003- March 2005 National Sales Manager, Egypt, January 2001 – September 2003Business Development Manager, Egypt, January 2000 – January 2001 Built a real successful story for La vache qui rit in North Africa Region. Organized indirect distribution with 7 distributors in all Algerian territory. Analyzed the problem of the launch of the brand in Algeria and develop new ideas that transferred the

situation from a problem of utilizing the factory capacity to out of stock. Decided to invest the maximum of the marketing budget on TV especially that at this moment the price of TV

adds was cheap which has helped us to have the maximum share of mind. Doubled the turnover in 1 year and in 2 years the brand had a similar turnover like Egypt with 34% market

share and the leader of the market.

Nestle Egypt , Dolce and Nestle Ice CreamHead of Sales Support, 2000 - 2001Cairo Catering Sales Manager, 1999 - 2000Assistant Sales Support Manager, 1998 - 1999Sales Supervisor, 1997 - 1998Assistant Brand Manager, 1997Marketing Trainee, Summer 1996

EDUCATION

MBA International Paris, Sorbonne and Dauphine University, Paris, France, March 2004

Bachelor of Arts, The American University in Cairo (AUC), Cairo, Egypt, February 1997

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