Sameh Abdul Lateef has over 21 years of experience in marketing, brand management, promotions, and operations in the fashion and clothing industry in Saudi Arabia. He has held several leadership roles including Area Manager, Brand Manager for Benetton, Assistant Manager for Esprit and U2, and Store Manager. His experience includes developing marketing strategies, managing budgets, driving sales growth, and ensuring high operational and customer service standards. He is skilled in areas such as marketing, product management, promotions, business strategy, and team leadership.

1. Resume
Sameh Abdul Lateef
PO Box 9411, Jeddah 21413, KSA
Cell: +966-500 829 666
Email: samehalateef@gmail.com
OBJECTIVE:
* Creator of strategies that won market-share dominance and top-of-mind brand
awareness.
* Leader skilled in optimizing budgeted resources to secure a competitive, value-
added market advantage
* Master organizer who successfully orchestrated numerous special promotional
events
Innovative, strategic, goal-driven professional qualified by 21 years of progressive
management success in all phases of marketing and brand management, promotions,
special events, advertising, public relations, and operations in the fashion & clothing
industry. Deep understanding of market needs and consumer behavior. Exceptional
leadership, communication, and relationship building skills across all levels of staff,
customers, vendors, and business units. Extensive multi-cultural, international business
experience. Competitive drive for excellence in every endeavor.
Professional Experience:
Al-Sawani Group : 21 years (1992 to till date)
Area Manager:- 4 Years (2011 –2015)
Al Sawani Group is the largest retail company in the field of Fashion Readymade
Garments in the Middle Region and some part of North Africa. The company is
employing more than 1000 employees throughout the Middle East Region.
Responsibilities:
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2. • Assist the Executive Manager Member Service with the management of the cost centers
within Western area and ensure the preparation, monitoring, management and
reporting of budgets for branches of western area.
• Store visits to ensure high operational standards are maintained.
• Acting as the point of contact for the operators and staff in the province for all matters
regarding compliance with KSA Ministry rules, SOPs, company policies, and cultural
matters.
• Development of Sales and Action plans for western region
• Working with brand operators and support functions to eliminate risk and losses to the
business by creating action plans with a focus on KPI's such as Stock Loss, Audit and
Service, ensuring also that the reputation of Al-Sawani and the brands are protected.
• Checking pricing compliance on store visits to ensure KSA ministry regulations are
consistently maintained.
• Monitoring opening and closing timings of all stores, within my AOR (Area of
Responsibility) to check that they are opening and closing as per mall hours and prayer
times during trading hours.
• Monitoring the in-store use of MPS (Manpower Planning System) tools in the effective
planning of store staff schedules
• Work closely our branches and with shop heads, helping them grow their sales by
driving both the marketing activity and sales culture ensuring profitable and productive
quality service to customers at all times.
Brand Manager- Benetton 9 Years (2002 –2011)
I was responsible as Brand Manager for the entire market of the Kingdom of Saudi
Arabia to expand the world famous brand of UNITED COLORS OF BENETTON. At
present Al Sawani Group is operating more than 29 Stores in the Region
 Buyer : purchase strategy based on the regional requirements of the market spread over
29 stores
 Sales : Stock management as per the stock availability & sales demand
 Major collection : ADLUT, KIDS by Basic & Fashion Styles
Responsibility:
Oversee all marketing, advertising and promotional staff and activities. Establish
marketing strategies to meet organizational objectives. Evaluate customer research,
market conditions, and competitor data and implement marketing plan changes as
needed.
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3. - Distill the brand’s essence, map out the competitors in the brand category,
identify marketing opportunities, and effectively communicate the unique
benefits of the brand to the consumer.
- Guiding the market research team by setting the agenda and criteria and also
selecting the stimuli, such as product samples etc.
- Analyze the data to develop a market strategy.
Major Achievement:
Successfully developed a customer-centric system deeply understanding the
customers, giving them what they want, how, where and when they want it, at a
profitable price that they are happy to pay. Profitably spread out the no. of stores
from 12 in 2005 to 29 by 2013.
 Worked as a Sub franchise Assistant manager -1 Year (2000 – 2001)
 Brand : ESPRIT, U2
 Client : coordination of number of franchisees
Responsibility:
Responsible for developing, managing, and ensuring successful relationships with
potential and existing Franchise Partners
 Worked as a Brand Manager of STEFANAL - 2 Years (1997 - 1999)
 Buyer : for the 6 stores Kingdom wide
 Store : regular visits enhanced the stores sales performances
 Worked as a Brand Coordinator of STEFANAL -1 year (1996 - 1997)
 Stock control by sales & transfer by 7 stores.
 Window Display by season by collection.
 Worked as a Store Manager of STEFANAL - 2 years (1994 - 1996)
 The largest store in the kingdom BASATEEN (500.Mtr2
)
 Most Fashion collection for the WOMEN & KIDS styles.
 Worked as Area a Manager in Jeddah, Riyadh & Khobar Region 3 years (2000 - 2015)
Major Achievement:
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4. Successful in meeting personal and location sales metrics and customer satisfaction
standards by maximizing the customer's experience. Managed all phases of store
operations to ensure maximum sales and profitability. Focused on key business
initiatives, store presentation, marketing execution, inventory management, loss
prevention, risk management, and daily operational cost control.
EDUCATION
* CIVIL ENGINEERING (Eng. College Egypt 88-91)
* SECONDARY SCHOOL (EGYPT 85-88)
SKILLS
* Marketing, Product & Project Management
* Trade & Consumer Promotions / Merchandising
* Marketing & Business Strategy Planning
* Special Events Management / Public Relations
* Brand Development, Launch & Management
* Product Positioning & Placement
* Competitive Market Research & Analysis
* Team Leadership / Training / Supervision
PERSONAL PROFILE
Nationality : Egyptian
Religion : Islam, Muslim
Date of Birth : 10th. June 1966
Martial Status : Married
Language known : English (Speak, Read & Write)
: Arabic (Speak, Read & Write)
I assure that the information provided above are true and best to my knowledge.
310-12- 2015.
Sameh A Lateef
Jeddah
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