George FaresBeirut, LebanonMobile: +96170358631

SENIOR EXECUTIVE WITH STRONG LEADERSHIP AND MANAGEMENT SKILLSDistribution, Sales, Trade Marketing, Business Development, Strategic Planning, Business & People

Leadership, Start Up, Project Management, Research Analysis, Channel Management, and S&OP with Focus on FMCG

Proven business leadership skills with over than 20 year experience by developing and delivering business plans and objectives and achieving distribution, sales, trade marketing and profit KPI’s of existing Brands, new Brand lunches, and initiatives that are in line with the marketing strategies

Proven people leadership skills with over than 15 year experience by training On/Off the job, coaching, implementing of BAT best practices, and developing all resources from representatives, Supervisors, and Managers either belonging to the Multinational Corporate or its Distributors

Developed strategic planning and business operational planning with over than 10 year experience

Having the leadership and management skills and being a driver for business results/changes/innovation with more than 20 year experience in sales and marketing, I am ready for a senior executive challenging role at end market or above market level across different fields in MENA Region.

Career SummaryMay 2016 – Present Gandour

Sales Director – Lebanon

Oct 2014 – Apr 2016 Self EmployedFree Lance - Lebanon

Feb 2011 – Sep 2014 British American TobaccoNational Sales and Trade Marketing & Distribution Manager (Head of Trade) – Iraq

May 2008 – Jan 2011 British American TobaccoTrade Marketing & Distribution Manager – Syria

Nov 2006 – Apr 2008 British American TobaccoTrade Marketing & Distribution Regional Manager – Algeria West

Nov 2005 – Oct 2006 British American TobaccoDistribution & Project Manager – Jordan

Jan 2004 – Oct 2005 British American TobaccoTrade Marketing & Distribution Manager – Lebanon

Jan 2003 – Dec 2003 British American TobaccoMerchandising Manager – Lebanon

May 2001 – Dec 2002 British American TobaccoArea Manager – East Beirut

Dec 2000 – Apr 2001 British American TobaccoHoReCa Development Manager – UAE, Oman, Bahrain, Qatar, Kuwait

Aug 1999 – Nov 2000 British American TobaccoHoReCa Executive – Lebanon

Oct 1996 – Jul 1999 Tobacco Exporters International (Rothmans)Sales Promoter – Lebanon

Jul 1994 – Sep 1996 Tobacco Exporters International (Rothmans)Trade Marketing & Distribution Representative – East Beirut

Professional Experience

May 2016 – Present Gandour Beirut, Lebanon

Sales DirectorBusiness Leadership:

Developing and managing TM&D plans, resources and activities in order to deliver sales volumes, sales value and profit

Regularly updating and validating the Route to Market strategy Contributing mainly to Demand planning Delivering next year sales forecast and budget in line with NPI’s and marketing/trade

initiatives Developing and implementing trade launch plans Managing sales to deliver monthly/quarterly/yearly sales volumes and sales value Managing Trade Support Expenditures in line with agreed budgets Ensuring proper implementation and execution of agreed activities in key outlets Developed trade related processes for ISO certificate Establishing a reliable credible system of information that will be the basis of any

trade/marketing/business decision Classifying trade universe between Trade Marketing and Distribution Developing and advising pricing strategy of core Brands compared to Competition Managing appointed Distributors Managing Modern Trade Channels Managing Traditional Trade Channels Managing Chocolate/Biscuits/Cakes/Gums/Oil categories Ensuring regularly product freshness and integrity in line with shelf life policy across the

secondary supply chain

People Leadership: Managing a trade structure of 109 Headcounts split as follows:

5 Area Managers, 5 Sales Supervisors, 1 Trade Development Manager, 1 Trade Development analyst, 2 sales assistants, 1 key Account Manager, 1 Key Account Supervisor, 6 Key Account Reps, 1 Key Account Merchandising Supervisor, 8 Key Account Merchandisers, 1 SSS Supervisor, 12 SSS Sales Reps, 1 SSS Merchandising Supervisor, 13 SSS Merchandisers, 44 Cash Van Reps, 5 Wholesale Reps, 1 Wholesale Merchandiser, 1 HoReCa Rep

Re-engineering the routes of Sales Force Providing clear leadership to Trade Team Have built close relationships with internal and external key stakeholders Providing direction and focus for Distributors in order to deliver the sales plans Ensuring Coaching culture embedded into organization

Oct 2014 – Apr 2016 Self Employed Beirut, Lebanon

Free Lance

February 2011 – September 2014 British American Tobacco Erbil, Iraq

National Sales and Trade Marketing & Distribution Manager (Head of Trade) - IraqBusiness Leadership:

Developed and managed TM&D strategies & plans, resources and activities in order to deliver Iraq agreed strategic & volume objectives in relation to imports of BAT Brands and specifically targeted volume, share, and profit

Developed and delivered the Route to Market strategy Contributed to developing and delivering the strategic planning Developed and implemented 2013 and 2014 Trade Operational Plans and contributed to

2013 and 2014 Business Operational Plans driving volume and profit, distribution and trade marketing targets in line with the Marketing strategies

Developed and implemented 2011 and 2012 Business Operational Plans driving volume and profit, distribution and trade marketing targets in line with the Marketing strategies

Planned and delivered Monthly and Yearly agreed In Market Sales and Shipment targets Managed Demand Review and 3 year Forward Forecast on a monthly basis Increased Kent sales from 9,500 to 22,000 master cases per month during 2012 Managed and delivered Corporate sales with more than $120,000,000 turnover Managed Brand/Trade Support Expenditures in line with agreed budgets ($10,000,000) Developed and implemented a Retail communication and In Store Furniture strategy Ensured proper implementation of agreed activities of contracted outlets Developed and executed New Brand launches (Kent 100’s, Kent Nano, Kent Demi Slim,

Kent Convertibles, Viceroy, Rothmans) as per agreed trade launch plans and KPI’s Developed and executed product recall plans, loss of distribution and end market

contingency plans Established a reliable credible system of information that will be the basis of any

marketing or strategic or business decision Implemented a handheld trade marketing and distribution automated system Developed and executed a Retail Census Plan in main cities across Iraq Developed and advised pricing strategy of BAT Brands compared to Competition Contributed to contract renewal with Distributor Started up BAT presence in Iraq Ensured regularly product freshness and integrity as per BAT standards and in line with

shelf life policy across the secondary supply chain

People Leadership: Managed a Team of Direct reports (BAT): 3 Regional Managers, 14 Area Managers Managed a Team of Indirect Reports (Distributor): 2 General Managers, 2 Sales

Managers, 98 TM&D Representatives, 5 Wholesale Supervisors, 21 Wholesale Representatives

Established a Trade Marketing & Distribution Operation all over the country and separated it from the Sales Force

Re-engineered new Journey Plans for Trade Marketing & Distribution Representatives Re-engineered the routes of Sales Force Provided clear leadership to Trade Team by clearly embracing the Iraqi Vision &

Mission Built close relationships with internal and external key stakeholders in order to deliver

business volumes and Trade Marketing & Distribution KPIs in line with Marketing strategies

Drove direction and focus for Distributor organization and energize it to deliver the business plans

Ensured Coaching culture embedded into Distributor organization Ensured development and training of Team as per BAT best practices and standards Ensured Marketing activities are implemented in line with International Marketing

Standards (IMS2)

May 2008 – January 2011 British American Tobacco Damascus, Syria

Trade Marketing & Distribution Manager - SyriaBusiness Leadership:

Delivered Strategic Planning of 2009/2010/2011

Developed and implemented 2009/2010/2011 Business Operational Plans

Developed and implemented a Trade Marketing & Distribution plan which meets the company objectives in line with the L&Y Trade Marketing & Distribution strategy

Planned and executed a Retail Census across Syria Changed the Wholesale Strategy more than once and consequently the Route to Market

in order to ensure the continuous delivery of volumes in a Market where Dynamics are subject to constant change

Installed In Store Furniture units across Syria driving Lucky Strike & Kent visibility and awareness

Developed, Managed, and implemented successfully a Cash Van program, that represent 90% of Sales to Retail, across Syria in order to improve Weighted Distribution of BAT Brands

Developed Syria Business from 270 Million to 2 Billion stick of Global Drive Brands in 2010

Increased Kent Weighted Distribution in Damascus & Aleppo from 30% to 80%

Increased Kent Market Share from 1% to 4% in 2010

Increased Kent In Market Sales from 1000 cases Running Rate at beginning of 2010 to 4000 cases Running Rate by year end

Developed Lucky Strike Running Rate from 1250 cases in April 2008 to 10000 cases in December 2010

Managed successfully the transition period from Lucky Strike Imported to Locally manufactured in July 2008

Managed successfully the change in Lucky Strike from Blue to Red Seal design

Increased Lucky Strike Market Share from 1% to 6%

Developed and implemented Trade Launch Plan of Lucky Strike Lights

P&L Management

Contributed to contract renewal with Distributor

People Leadership:

Increased the Trade Marketing & Distribution structure by 6 Representatives during 2010

Managed the Operation Manager and Own Team to deliver the required production quantities of Lucky Strike to cater for the increased Market Demand

Managed a structure of 23 Indirect Overheads (Distributor): General Manager, Executive Manager, 2 Supervisors, 15 TM&D Reps, Warehouse Keeper, Finance Manager, Assistant to Finance Manager, Logistics Manager

Route riding with Representatives, Supervisors, & Cash Vans

Managed key stakeholders, including GOT Commercial Manager, in order to ensure continuous LC in place and consequently ensure regular supply to End Market

Ensured an effective and efficient execution of the agreed cycle objectives by the Trade Marketing & Distribution Team

Tracked and evaluated the performance of the Trade Marketing & Distribution Team against objectives/KPI’s

Developed and implemented a TM&D tool to record and track TM&D KPI’s

In summary, positioned Syria among the top 10 markets globally that contribute to the overall Lucky Strike volume

November 2006 – April 2008 British American Tobacco Oran, Algeria

Trade Marketing & Distribution Regional Manager – Algeria WestBusiness and People Leadership:

Improved In Market Sales from a declining to an increasing trend after 2 months of

assignment: Pall Mall sales grew from 20 to more than 900 master cases per month

Achieved the highest sales among the 3 Regions of Algeria, whereas West Region is the 3rd region in terms of market size

Grew Pall Mall share from 2% to 7% in 6 month time

Grew BAT pack facing share from 17% to 50%

Managed central warehouse of imported goods

Managed Security Supervisor and his Team of 4, Warehouse Supervisor and Warehouse keeper, Finance Executive, TM&D Assistant, 2 Supervisors, 5 DSS Reps, 4 TM Reps

Developed and implemented a new WS Strategy

Changed Business model from WS & Retail DSS to WS Distributor & Retail DSS

Nominated and selected the Distributor

Influenced positively on the selection of the 2 Distributors in the other 2 regions

Implemented the new RTM post Distributor appointing

Promoted 1 Rep to a Supervisor, and 1 Warehouse Keeper to a warehouse Supervisor

Changed office to a new location

Implemented the HR performance process as per BAT’s

Developed and implemented a new TM&D tool to record and track TM&D KPI’s

Developed and implemented an ISF Strategy

Refreshed universe info in order to improve coverage

Re-engineered Journey Plans of Representatives

Project Management:

Acted as a Project manager of the “WS Distribution Project Plan” that shaped the whole BAT business model in Algeria

November 2005 – October 2006 British American Tobacco Amman, Jordan

Distribution & Project Manager - JordanBusiness and People Leadership:

Managed the only BAT Direct Store Sales (DSS) Retail & Wholesale operation in Levant/Yemen

Delivered agreed yearly sales targets and shipments as per plan

Managed Demand Forecast with very high accuracy leaving positive impact on the Supply chain and Operation

Led the EMF2 process: the BAT planning process across JIP (Jordan, Iraq, Palestine)

Developed and implemented templates that facilitate the Demand Review, Cycle Plan, and Pre Sales & Operational Planning

Trained Area Managers about the EMF2 process

Conducted a nationwide Retail census and coverage revised accordingly

Developed and implemented specific incentive schemes to key Wholesalers in order to deliver agreed volume and influence distribution in specific Areas

Project Management:

Acted as a Project Manager of “Jordan Distribution Project”

Contributed to the PID (Project Initiation Document)

Downsized the DSS structure from 65 to 30 Overhead post efficiency assessment

Delivered New Business model with a different potential Distributor focusing on Wholesalers and Amman City, while Trade Marketing Reps are BAT resources

January 2004 – October 2005 British American Tobacco Beirut, Lebanon

Trade Marketing & Distribution Manager – Lebanon Delivered to Country Manager the Strategic Planning of 2004 and 2005

P&L management

Contributed to the change in business model of Lebanon

Contributed to the TM&D re-structuring

Developed New Agent (Malitab) TM&D capabilities

Developed the TM&D Team of the newly appointed Distributor

Re-engineered TM&D Journey Plans

Developed and implemented TM&D activities

Delivered agreed In Market Sales and Shipment targets as per plan

Contributed to the development of the TM&D HH system

Developed and implemented a new WS Strategy

Reduced TM&D Rentals by 50%

Key Account management

Traditional trade channel development

Removed On-Store signages with minimum cost

More Experience January 2003 – December 2003 British American Tobacco Beirut, Lebanon

Merchandising Manager – Lebanon Developed 3 year In Store Furniture strategy to rejuvenate and increase BAT Brands presence in retail stores across Lebanon

Managed POSM warehouse

Managed POSM inventory

Managed Kent Agent (Abela)

Contributed Mainly to the termination of Kent Agent

May 2001 – December 2002 British American Tobacco Beirut, Lebanon

Area Manager – East Beirut Managed and implemented Trade Marketing and Distribution activities in assigned Area

Managed On-Store Furniture in assigned Area

Managed In-Store Furniture in assigned Area

Managed 5 Trade Marketing Representatives and developed them to using Quantum (TM&D automated tool)

Managed Wholesalers in assigned Area

Managed Retailers in assigned Area

Managed Key Accounts in assigned Area

December 2000 – April 2001 British American Tobacco Dubai, UAE

HoReCa Development Manager – UAE, Oman, Bahrain, Qatar, Kuwait Developed a HoReCa Channel plan for 2001/2002 of the 5 assigned end markets focusing mainly on Dubai & Bahrain

August 1999 – November 2000 British American Tobacco Beirut, Lebanon

HoReCa Executive – Lebanon Developed and implemented a HoReCa Channel plan for 2000 focusing mainly on Greater Beirut and Batroun

October 1996 – July 1999 Tobacco Exporters International (Rothmans) Beirut, Lebanon

Sales Promoter – Lebanon Managed TM&D activities in Key Accounts across Lebanon

Managed Stands in trade fairs

Installed In-Store Furniture units across Lebanon

July 1994 – September 1996 Tobacco Exporters International (Rothmans) Beirut, Lebanon

Trade Marketing & Distribution Representative – East Beirut Launched Dallas, Dunhill Lights, Rothmans Lights, Peter Stuyvesant Brands in 1300 outlets in East Beirut, South Matn, and High Matn

Achieved more than 90% Numeric Distribution

Installed In Store Furniture units

Increased facing share of Rothmans Brands by increasing the number of pack facing on own and competitors’ dispensers

Education 1990 – 1993 Lebanese American University (LAU) Beirut, Lebanon

BS Computer Science

Skills Project Management

Negotiation & Presentation

Business Development

Coaching

Problem Solving

People Leadership

Business Leadership

Sales (Retail & Wholesale)

Distribution

Trade Marketing

FMCG

Logistics

Supply Chain

Finance

P&L Management

Strategic Planning

Business Planning

Research Analysis

Account Management

Channel Development Management

MS Office (Word, Excel, PowerPoint, Outlook)

Business Object

Trainings Competitive Edge Series (CES)

Leadership Development Programme (LDP)

The HoReCa Experience (THE)

Level 2 Power Point XP

Level 2 Word XP

Level 2 Excel XP

Introduction to Lotus Notes

Product Knowledge (basic, advanced)

Effective Market Focus (EMF)

Quantum

Train The Facilitator (TTF)

Negotiation and Presentation Skills

Retail Environment Strategy (RES)

Kent Academy

Retail Audit (RA)

General Consumer Survey (GCS)

Probe

Coaching Workshop

Problem Solving

PRINCE 2

Living Beyond Limits

Marketing Excellence Series (MXS)

Account Business Competencies Series (ABC)

Demand Forecasting

Distribution Excellence

Finance for Non Finance Managers

Language of Finance Programme

D-MXS

Planning & Performance Management

Change Management

Assessor Skills Training

POSITIVE

Train The Trainer (TTT)

Leading Managers Workshop

Love Our Product

Brand Financial Management

Pricing and Excise Fundamentals

Introduction to Governance, Risks, Controls, and Audit

Route to Consumer

Profit Margin

Introduction to Financial Statements

Market and Competitive Landscape

Customers, Trade Environment and Touch Points

Consumer & Shopper

Research Methodologies and Tools

Total Customer Investment

Strategy and Choices

Languages Arabic: fluently spoken, written, and read

English: fluently spoken, written, and read

French: fluently spoken, written, and read

References Said Rehayem: Consultant – North Africa, ex- Country Manager at Rothmans, +9613748459

Haitham Khayat: General Manager of Malitab and Mared at Malia (BAT Distributor in Lebanon & Iraq), +9613044535, +9613216302, +9647701028888

George Al Hajj: Iraq Country Manager at BAT, +9613098949

Wael Atari: Levant/Yemen General Manager at BAT, +96171303032

Personal InfoDate of Birth: 20 Jan 1971

Status: Married with 2 Daughters

Nationality: Lebanon

E-mail: gdf71@hotmail.com