1. Fouad Moufarrej CV Page 1 of 3
Fouad Moufarrej
Mobile: 0096 176 003 553 • Skype: fouad.moufarrej • Email: fmoufarrej@hotmail.com
Managing Director – Consumer Products
 Accomplished Managing Director with a proven track record of 24+ years’ experience
 Strong leadership, negotiation and facilitation skills in local, regional and international markets
 Developing and managing FMCG sales, promotion and multi-channel distribution
 Delivering strategies, business intelligence and insight to drive sustainable profitability
 Passionate team player and natural communicator with creativity, innovation and commercial acumen
 Driving global brand vision, market leadership and profit through solid sales and marketing experience
 Ambitious, cultured and professional with exceptional influence and integrity
 Balancing large budgets, resource constraints and culturally diverse cross-functional teams
Skills
Operations Management Driving efficiencies through streamlining, restructuring, KPI’s & best practice
Research & Analysis Efficient in grasping new markets, trends & challenges to deliver YOY growth
Mergers & Acquisitions Plays a major role strategizing & concluding significant corporate acquisitions
Strategic Relationships Builds key partnerships with international/multinational customers & suppliers
Product Management End-to-end ownership of product lifecycles from presales to market access
Strategic Planning Delivers profit-generating strategies such as diversification & acquisitions
Coaching & Mentoring Empowering teams & attracting talent to optimise teamwork & productivity
Organizational Modeling Aligning internal functions, resources & activities to achieve strategic goals
Communication Polished interpersonal skills with fluency in English, Arabic and French
PC Proficiency Advanced Microsoft Windows & Office
Career History
Oct 2014- till date Acadia Industries,Ghana Managing Partner
Acadia Industries Limited established July 2014 for the purpose of Co packing non-alcoholic beverages in
Ghana. Acadia industries strives to produce and bottle nutritious refreshing products with high quality and
standards to satisfy consumers needs locally as its dedicated to deliver sustainable excellence in business
performance by focusing on its Clients/ suppliers requirements to achieve customer satisfaction and
profitability with quality products ranges. Acadia is currently manufacture and locally distribute Tampico in
Ghana under the licence of Tampico USA.
Tampico fruit drink has been a successful product brand in Ghana for 13 past years. The fruit juices has
grown tremendously in sales yearly and is now available in almost all store outlets in Ghana.
Sep 2015- till date Cave & Gardens Ltd Strategic Consultant
Cave & Gardens (Gh) Ltd was established in 2004 and is one of the top 5 leading FMCG company in
Ghana, Its Import, Export and Distribution of Alcoholic and Non Alcoholic beverages; enjoying local sales
with wholesalers; retailers, modern & traditional traders in Ghana market, besides general trading. Cave
and Gardens (Gh) Limited is sole distributor of Ocean Spray, Global wines Spirits Co, Radico and other
suppliers across the world. My contributions focuses on the restructuring of C&G’s structure, Channel
Routing, Logistics, brand positioning, set up of distribution points and brand acquisition.
Feb 2016- till date Otis McAllister Africa Lead Consultant
Otis McAllister Africa was established in 2015 to distribute internationally recognized FMCG products in
Ghana.
A subsidiary of Otis McAllister USA of which was founded in 1892, and is one of the oldest and most
widely recognized companies dealing in the Global trading of category products. Otis McAllister Africa is

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currently the sole distributor of international suppliers like Royal Unibrew, Super Max, Eva Group and Otis
McAllister USA brands.
My contributions to Otis McAllister Africa focuses on the setting and managing a sales and distribution
company that directly serves the African and Ghanaian market.
November 2006 to October 2014 Market Direct Ltd., Ghana
Market Direct Ltd, a subsidiary of Finatrade Group, is an FMCG company with 385 employees and a
turnover of $120+ million in net sales, offering a wide range of trusted brands in Food, Non-Food,
Confectionary, Beverages, Health Care, Cosmetics, and Soft Commodities (packaging), with 400+ SKUs,
36+ international suppliers and 8,000+ customers.
Finatrade Group, a vertically integrated distribution company with $1 billion turnover and over 1800
employees, distributes well known international branded soft commodities and a range of own brands.
Managing Director
Key Achievements:
• Expanded business by 600% since 2006, increasing market share from 1.7% to 12% through new
suppliers and targeted sales growth; recently achieving a 10% net profit in a cash generative position
• Reduced expenses by 24% in 2014 & increased credit days from 60 to 90 and 120 days from suppliers
• Grew revenue 100% and increased profit threefold in the 1st
year through major accounts development
• Met all business objectives for the first time in 2006/2007 since the company’s establishment in 1999
after redesigning the workforce, sourcing new talent and fostering a strong teamwork culture
• Streamlined the collection of Trade Receivables (DSO) from 80 days to less than 35 days
• Diversified by opening/managing a modern Trade outlet “Shop & Save” & Free Zone business in Ghana
• Strategically opened a new retail company with PoS (Club Price) to support existing distribution activities
• Led a full review and transformation of the management reporting system to enhance QA and QC
• Established, communicated and implemented new KPI’s at all levels for improved synergy/performance
• Gained 5% additional market share through re-launch of the market-leading Sultana rice category with
innovative packaging design and technological improvements
• Reduced spending by 7% whilst maintaining fleet reliability thus lowering Opex by an overall 15% in
2008 and 10%+ in 2009 by streamlining and restructuring the fleet maintenance process
2000 to 2006 GBN, Distributor for BAT
National Operations Director
Great Brands Nigeria (GBN) is a world-class, people-orientated, performance-driven Sales & Distribution
Company well-known for being the exclusive distributor of British-American Tobacco (BAT) in over 180
markets. They are also the distributors for Wrigley, SC Johnson, Durex, William Grants, Le Saf amongst
other in Nigeria. GBNL pays great attention on expansion across its product lines which include tobacco,
home-care, personal care, confectionary, beverages and food categories.
Key Achievements:
• Led executive management in long term planning, new business development and resource optimization
• Established strategic direction and an appropriate corporate culture to instil a robust base for the future
• Reduced logistics cost by more than 20% during tenure and oversaw the 190 vehicles fleet management
• Shrunk distribution costs +15% by renegotiating contracts & optimizing routes, training & asset utilization
• Boosted national sales through a fleet routine that covered over 85% of entire consumption geography
• Drove operating profit growth and market share by 17% with increased suppliers & sales volumes
• Enhanced daily visits of direct sales by 35% within the 1st year and up to 70% after 4 years
• Achieved average vehicle uptime of 98.96%, which was the best record in the company’s history
Area Manager, Forewin Ghana, FMCG (1994 to 2000)
Territorial Manager, Samex Togo, FMCG & Cigarettes (1992 to 1994)
Sales Representative (1991 to 1992)

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Training and Seminars
 Marketing Concept PMI (Philip Morris)
 Trade Market & Distribution, London
 Branding & Business Development
 Advanced Selling & Negotiations skills
 Key Account Management
 Consumer Behaviour
 Brands Management (Procter & Gamble)
 Distribution & Strategy
 Integrated Direct Marketing
 International Marketing & Communications
 Managing the Media
 Finance for Non-Finance Manager
Education
Lebanese University June 1989
Diploma in Business Administration
References
Professional and personal references are available upon request