1. Mohammed Mustafa Elsayed
KSA: Jeddah, Saudi Arabia.
Egypt: Abu Al Haul St. Al Haram, Giza, Egypt.
KSA Mobile #: +966553057811
E-Mail: M_M.1970@Yahoo.com
Objective
Seeking a position in a reputable organization with professional working environment, where my commercial
background and experience sales with building capability would be of mutual benefits to improve work flow,
achieve career development and acquire more knowledge and skills to grow.
Professional Experience
Head of Sales – Al Nukaly international trading company, Jun.015 till present.
Reporting to CEO of KSA, member of leadership team.
Job Scope and Functional Role
Leading the sales and Distribution plan and execution business across KSA, to 100% of total Nukaly sales
In Saudi, Business size is (200 MM SR), 6 Area sales manager direct reports to me and 200 sales staff
Indirect reports.
Major achievements:
 Achieved 16% growth in first season I was involved (last Ramadan) which is acting 40% of total year retail
outlets sales.
 Prepare SMART action plan with time table to gain 35% growth by the current retail with current
portfolio during next season to meet the company strategy and need of trade.
 Achieved Total sales budget of first half of 2016 in 1st
of May 2016 with growth 20% Vs. LY.
 Gained 10 points in market share during 10 months approximately.
 Reached to 95% products availability inside our stores.
 Rebuild the distribution in KSA with plan to reach to 70% numeric distribution from 30% LY.
 Create high quality of business communication between me and all my direct reports to insure that all
strategies and plans are executed on the ground on time.
 Delivered good coaching to sales staff through leading by example which is supported the team
motivation.

2. Regional Sales Manager – PepsiCo Food (Lays) KSA, Aug 2012 – till May, 2015.
Reporting to Senior Sales Director KSA & GCC, member of Sales Leadership Team.
Job Scope and Functional Role
Leading the Entire traditional and modern trade across the North region, handling 15% of total PepsiCo
Food Business in Saudi, Business size is (150 MM SR), 6 Area sales manager direct reports to me and 120
Sales staff indirect reports.
Major achievements:
 Achieved 3 consecutive years double digit turnover growth -14 %. 2012 vs. 2011 & 16 % 2013
vs. 2012 & 18% 2014 Vs.2013 and YTD May 2015 achieved 20% growth Vs. YTD LY.
 Gained 16 points numeric Distribution by auditing the ACNielsen censes map in 014 & 015.
 Won 12 points value market share during 2014 & 2015.
 Lead the region to Collected 100% of total overdue value balance in 2013 & 2014.
 Design and lead 1/2 SR portfolio project to gain 5 point share and (15 MM SR) profit in Saudi
market.
 Create full process and selective criteria to start any distributor in KSA.
 Revamp In-market service and execution standards through 100% implementation to company
strategies and plans.
West Area Sales Manager – PepsiCo food (Lays) KSA, July 2009 – till July 2012.
Reporting to regional Sales manager for West & North Region, KSA, member of the Region Leader ship Team
Job Scope and Functional Role
Leading the Entire traditional and modern trade across Makkah & Taif & Baha and Muzalif areas, handling
10% of total PepsiCo food Business in Saudi, Business size is (120 MM SR) 7 Area sales Supervisors direct
Reports to me and 60 sales staff indirect reports.
.
Major achievements:
 Doubling area sales volume within 3 years, healthy growth across all channels.
 Design the first distributor in the company with setting all transformation process with keeping on our
regular sales and service with no stop one minute.
 Drive the distributor to make treble business in Baha and Muzalif with saving 7% from S&D cost.
 Lead O.west area to gain +10 points volume share as per AC Nelcien auditing.
 Building the team capability which was lead to promoted 2 supervisors to be sales manager and 5 salesmen
to be sales supervisors.
 Create the best forecast tool to lead the company forecast accuracy to be integrated.

3. Unit sales manager for O. Center, PepsiCo Foods(Lays) KSA – Sep. 2005 – June
2009.
Reporting to Center & O. Center regional sales manager, Member of Sales leadership Team for the Region.
Job Scope and Functional Role
Leading the Entire traditional and modern trade across Qassim & Hail areas, handling
7.5% of total PepsiCo food Business in Saudi, Business size is (80 MM SR).
Major achievements:
 Initiated new structure for Traditional Trade Channel, to enhance the focus and right route to market, 40
routes instead of 25 and 5 sales supervisors instead of 2 supervisors.
 Drive the area to achieve five time the volume from 50 ton to 250 ton within 4 years.
 Gained 20 points market share as per AC Nielsen auditing which is support me to get STAR award of PepsiCo.
 Achieved 70% Saudization for the first time on the PepsiCo in KSA with very good affected on the results.
 Built the team capability which was lead to promoted one supervisor to be sales manager and 3 salesmen
to be sales supervisors with the first Saudi supervisor in the company.
 Reduced the S&D cost by the 2%.
National capability sales supervisor – PepsiCo Food (Lays) – July 2004 -
Aug.2005
Reporting to KSA Sales Capability manager.
Job Scope and Functional Role
Drove sales capability agenda across KSA to 100% of sales force.
Major achievements:
 Rollout Frito-Lay Best Practice Programs within Company DCs.
 Follow up enlarging of retail sector (DTS) through route optimization, trucks purchase and distribution,
planning, to sales team.
 Coordinate between sales dept. and all related departments during promotions or launching of new products.
 Enhance Capability of sales team by rolling out Excellent on the route trainings.
 Certify all Sales team (400 salesmen & 60 SV) for OOR & LOR Frito-Lay Training.
 Follow up route engineering, map pinning, and customer classification according to average weekly drop
size.
 Planned & implemented first Sales Training Center for PepsiCo in KSA.
Area Sales Supervisor – PepsiCo Food (Lays), Jeddah - Sep. 2001 – June 2004.
Key Accounts Executive – PepsiCo Food (Lays), Makkah & Taif – Sep.1999
Aug.2001.
Sales man – PepsiCo food (Lays), Jeddah – May 1998 – Aug.199

4. Main responsibilities
 Negotiate and Sign the annual agreements with Discounters and National Accounts.
 Capture channel growth through applying Sales fundamentals and planned activity grid.
 Quarterly business reviews with the assigned customers.
 Communicate and work closely with Marketing, Trade Marketing, Supply Chains, and Finance to ensure that
timelines and targets are on the right track and within budget constraints.
 Regular visits as per the weekly route plan.
 Develop and recommend tailor promotions as per the assigned budged and Channel objectives.
 Providing sales forecast in line with sales trend.
 Effective deployment of all sales budgets to ensure achievement of channel objectives.
Special Project:
 In 2004 responsible to create new channel G2M (Hotel, Nuts outlet, Sweets outlet, Coffee shop, internet shop,
etc……..).
 In 2010 Create and implement the 1st
third party- distributor model at Baha & Muzalif
Training courses
 Train the trainer (Meirc – May.04) Dubai
 Creative problem solving & Decision making (Meirc – Mar.05) Lebanon
 Leader ship on the rout (PepsiCo Training Center- Jan.05) Turkey
 Owner ship on the rout (PepsiCo Training Center- Jan.05) Turkey
 Advance selling skills (PepsiCo Training Center- Apr.06) KSA
 Recruitment interviewing & selection skills (Meirc- Jun.06) KSA
 Carrier development strategy (Meirc- Sep.06) Bahrain
 Win-Win Negotiation skills (People Achieve Nov.06) KSA
 Advance presentation Skills (People Achieve Mar.07) KSA
 Improving productivity through Quality & Cost reduction (People Achieve Jun.07)KSA
 Security Awareness Training (PepsiCo Net Oct.07) KSA  Time Management (People Achieve Nov.07) Dubai
 Trade spends management. (PepsiCo, Oct.010) KSA.
 Situational Leader ship. (PepsiCo, Nov.011) KSA.
 Finance for Non Finance people. (Logic, Jun.012) KSA.
 Situational Leader ship II (Logic, Oct.012) KSA.
 Speed of Trust (Pepsico.Feb.015)Bahrain
 SMITH safety driving (Smith company) KSA
Skills
Language, Fluent in spoken and written Arabic, English.
Computer, Excellent knowledge of PC operations and MS applications.
Education
Bachelor of Commerce, Ain Shams University, Egypt, July 1992,
Grade: very good.
Personal Data
Birth Date: 15/05/1970
Military Status: Exempted
Nationality: Egyptian
Religion: Muslim
Marital Status: Married, with six children
References: Furnished upon request