1. RAMEZ AL-ASHHAB
ramizal_ashhab@yahoo.com Celluler: +962-79-529-0577
+971-58-256-2114
PROFESSIONAL EXPERIENCE
3/2014 –
Present
Business Development Manager Philips Lighting
www.lighting.philips.com/main/
Riyadh , Saudi
Arabia
 Develop and Deploy Outdoor Segment Strategy for Road Lighting, Solar LED lighting, Smart Cities and Arena Solutions
in Saudi Arabia.
 Project Pipeline Management in Saudi Arabia in line with the Annual Operations Plan targets.
 Execution of global value proposition platforms and road maps.
 Define market-specific product portfolio requirements.
 Manage demand generation through ownership of regional segment specifiers.
 Support sales team in developing new leads, building relationships with new customers and improve the relationship with
existing customers.
 Manage strategic/long-term segment projects.
 Manage segment specific MARCOM material and develop the best solutions and tools to support the local product sales
& Philips Brand
 Improve our delivery & project management by supporting segment management in customer projects
 Create & deploy a professional way of working for product management by mutually sharing best practices & tools with
other product marketers
 Provide technical support/content and training for customers and sales teams to enable them to manage segment specific
projects
 Manage the introduction process of innovative products through pilot projects ,trainings & seminars.
10/2013 –
3/2014
Sales Manager Philips Lighting / Dynalite
www.lighting.philips.com/main/subsites/dynalite/
Riyadh , Saudi
Arabia
 To build and implement the strategy and action plan per account related to the lighting control activity.
 To translate customers’ needs in Lighting Control Solution applicable to Philips lighting control portfolio.
 To Support lighting control key account management,
 To sell, and get specified Philips lighting control high end solution in a maximum number within KSA.
 To develop our relation credibility with End User and Specifiers within the assigned region.
 To drive & monitor continuously the business performance and improvements for the key account in charge
 To Achieve the AOP (Annual Operation Plan) in Terms of Sales and EBIT
 To deploy the VAP (Value Added Partner) contract and price policy in line with the marketing department
 To team up with the VAP to secure a maximum number of project within the assigned region.
3/2013 –
10/2013
Marketing & Business Development
Manager
Abu Nayyan Electric Corp.
http://www.abunayyanelectric.com/
Riyadh, Saudi
Arabia
 Develop marketing & business development strategies for the assigned business Line aligned with the company overall
strategy
 Provide professional follow-up with existing suppliers. identify, analyze and develop partnerships with new suppliers;
business partners
 Provide technical and professional support to sales staff and clients
 Work with management and staff to schedule special events and promotions
 Develop implement and coordinate local trade shows and attend out-of-town trade shows and conventions
 Monitor, analyze and summarize business Line reports to the CEO
 Oversee product management activities including competitive product positioning, , target audience, market &
customer research for market & product requirements, product pricing, competitive analysis, and product Life cycle
management
 Define market growth and revenue potential for the assigned Business Line (i.e. market needs, target market and size,
window of opportunity and opportunity size)
 Identify, evaluate and develop new business opportunities (products, markets & geographies) for the assigned Business
Line. Capitalize on opportunities & avoid risks
12/2010 –
3/2013
Product Marketing Manager Philips Lighting / Dynalite
www.lighting.philips.com/main/subsites/dynalite
/
Jeddah, Saudi
Arabia

2.  Managing & developing, at country level, the company offer portfolio to ensure maximum profitability
 Managing the offer introduction in the country
 Monitoring the competition and analyzing competitors’ offer positioning at country level
 Contributing to the specifications of new products with the product departments in the corporate
& Identifying the offer gaps
 Proposing to the product department in the corporate the adaptation needed to comply with local specifications
 Contributing to ,defining and implementing all necessary action plans targeting at boosting the offers
11/2008 –
12/2010
Strategic Projects & Standards
Division
Low Current Prescription Manager
Schneider Electric
www.Schneider-electric.com.sa
Riyadh, Saudi Arabia
 Managing all the opportunities of low current systems in running mega projects
 Prescribing Schneider low current systems and enrolling its own specifications in the mega projects under
Design by the top local engineering offices &overseas ones
 Managing & developing, at country level, the company offer portfolio to ensure maximum profitability
 Managing the offer introduction in the country
 Monitoring the competition and analyzing competitors’ offer positioning at country level
 Contributing to the specifications of new products with the product departments in the corporate
& Identifying the offer gaps
 Proposing to the product department in the corporate the adaptation needed to comply with local specifications
 Making sure that all relevant actors (Sales, Marcom , Customer care, Logistics, … ) are properly trained
concerning the offer sold in the country and have the right tools/methodologies.
 Contributing to ,defining and implementing all necessary action plans targeting at boosting the offers
 Interfacing & Coordinating with the Pricing manager, Marketing Development Manager & Business Intelligence Manager
for commercial purpose
 Maintaining permanent in-house relationship with Sales, Channel management and Communication department
To push the offer
 Providing commercial support for partners when the competition is price-driven provided that targeted profitability is
met
 Analyzing customers’ needs
9/2006 –
10/2008
Senior Sales & Marketing Engineer Siemens
Industry Sector
Formerly (Automtion & Drives)
www.Siemens.com.sa
Riyadh, Saudi Arabia
 Firm experience in managing existing named accounts and high ability in creating new ones
 Excellent experience in managing all sales and marketing activities using Concord / CRM (a very
professional Customers Relationship Management software tool)
 Excellent experience in establishing/renewing partnership agreements with system integrators and
distributors.
 Recorded credit of establishing a new franchise low voltage panel builder for Siemens
 High skills in market intelligence thru identifying the competitors, their portfolios, their prices, their drawbacks
and beating them by focusing on the unique selling points of the products of my company
. Organizing customer events like seminars and workshops from A to Z including :
preparing customers' invitations, booking hotels halls , organizing the posters and the roll-ups with graphic designers
and Photoshop professionals, ordering the gifts and presenting as well as coordinating with Siemens Germany
products managers and marketing team to make the customers fully aware of my company products
. Monitoring orders processing by coordinating with the logistic staff to ensure timely deliveries to customers
. Monitoring receivables by coordinating with the commercial staff and asking in a timely manner for every customer's
statement of account to make sure that the receivable target is achieved
. Very good experience in selling and marketing Low voltage and automation products
. EIB certified and has excellent background in selling and marketing home automation solutions
10/2002 – Building Management System (BMS A.A. Turki Group Dammam, Saudi

3. 9/2006 project Engineer) www.atco.com.sa Arabia
 Excellent experience in BMS including:
• Engineering : Preparing the control & wiring drawings as well as the complete submittal
after selecting the appropriate controllers, I/O modules, field devices including the sensors
and the actuators etc …
• Installation : Preparing shop drawings in coordination with the draftsman for the electricians
in the site showing the layout of the DDC panels, the field devices as well as the conduits and
the cables to be drawn to connect the system components together
• Testing , Commissioning & trouble shooting : Using CARE software
6/2000 –
9/2002
Automation & SCADA Eng. FIDAA Group www.fidaagroup.com/ Amman, Jordan
 Design of electrical layouts and control circuits
 Engineering, installation ,testing, commissioning and troubleshooting of simple SCADA projects such as
Fertilizer mixer , cement mixer, cold stores temperature monitoring and other projects using:
• Advantech data acquisition modules that can communicate with RS485
• A simple personal computer which serves as the workstation with added PCI or (Formerly ISA) I/O
cards and RS485 communication cards
• CAS load cells and scales which can output 1 to 10 Volt signal and also communicate with RS 485
 Led a team of automation and electrical engineers & visual basic developers in a project where we managed
to finish the largest fully automated feed Mill and Grain storage facility in the middle east, the factory feed
production capacity was 20tons /hour ,and its silos storage capacity was 40,000 m3 and 12,000 ton of
soybean
EDUCATION
1995–2000 Bachelor of Science in Electromechanical Engineering Al- Balqa' Applied University
TRAINING & COURSES
Course Dates Attended Hours Company
Leadership & Management Training Mar 17,18,19 2013 12 Meirc Training & Consulting
(Riyadh , Saudi )
Philips Dynalite May 24,25,26 2011 24 Philips (Cairo , Egypt)
Pelco Endura 2.0 System (IP Cameras) Mar 16,17 2010 12 Schneider Electric(Riyadh , Saudi)
Customers Relationship Management (CRM) Oct 20 2009 8 Schneider Electric(Riyadh , Saudi)
Country offer Introduction Oct 6 2009 8 Schneider Electric(Riyadh , Saudi)
Marketing Business Plans Jun 3 2009 8 Schneider Electric(Riyadh , Saudi)
Price management Jun 2 2009 4 Schneider Electric(Riyadh , Saudi)
Marketing & Business Intelligence Jun 2 2009 4 Schneider Electric(Riyadh , Saudi)
Fundamentals Of Marketing May 30, 31 2009 16 Schneider Electric (Riyadh , Saudi)
Product Training KNX1 + KNX2 Mar 24,25,26,27 2009 36 Schneider Electric (Wiehl, Germany)
Global Competition (Web based training) Aug 2008 24,25 6 Siemens AG
Information Security (Web based training) Jun 2008 25 6 Siemens AG
LoA (Limit of Authority) (Web based training) Jan 2008 13 6 Siemens AG
Global Bribery & Corruption Awareness
(Web based training)
Dec 2007 27 6
Siemens AG
Sales training Aug 2007 27,28,29 24 Siemens AG (Manama , Bahrain)
Customers Relationship Management
)CRM / CONCORD ) R6
Aug 2007 12,13 8
Siemens Saudi
Introduction To Customers Relationship
Management (CRM / CONCORD ) R5
Mar 2007 27 6
Siemens Saudi
KNX/EIB Advanced Course Mar 2007 12,13,14,15,16 40 Siemens AG (Regensburg, Germany)

4. Web Visualization Mar 2007 8,9 16 Siemens AG (Regensburg, Germany)
IP Basics & EIBnet/IP Mar 2007 6,7 16 Siemens AG (Regensburg, Germany)
KNX/EIB Basic Course
Mar 2007 1,2
Feb 2007 26,27,28
40
Siemens AG (Regensburg, Germany)
PROFESSIONAL AFFILIATIONS
 Member – KNX EIB Association (An International Home Automation Association)
 Member – Saudi Engineers Association
 Member – Jordan Engineers Association
LANGUAGES
 Fluent English ; Native Arabic