1. RAED M. ABU OMAR
e-mail: raedms34@Gmail.com
Mobile: +962-795880222
SEEKING A SENIOR MANAGEMENT POSITION
PREFERRED FUNCTIONS: GENERAL MANGER, SALES DIRECTOR
PREFERRED SECTOR: FMCG
A highly motivated, self-driven and result oriented management professional, seeks a challenging role in a
dynamic organization to utilize accrued skills in driving strategic business objectives. Adept at aggressive,
focused Sales, Marketing & Trade Marketing planning considering influencing factors like competition,
consumer demographics, population, trade and channel mix, Hands-on experience with administration and
product promotions - Skilled in the segmentation of markets, customer profiling and construction of effective
new channels to market.
Career highlights
 Presently serving as a Country Sales Manager with Reckitt Benckiser accountable for all company
operation with many Distributers in Jordan and Palestine West Bank.
 Worked as a Regional Sales Manager in Nestle confectionary Division- General Trading Company (Olayan
Group) Riyadh – KSA
 Central area Field Sales Manager in Nestle confectionary Division- General Trading Company (Olayan
Group) Riyadh – KSA
 Handled Modern Trade Operations with (Olayan Group) Central Area – KSA as a sales Rep and then as a
Field Sales Supervisor
 Other skills include:-
Category Plan–O–Grams ~ Developing Annual Operation Plan ~ Merchandising ~ Product Promotions ~
Pricing Strategies ~ Marketing Infrastructure ~ Brand Positioning ~ Distributors Management ~
Budgeting & Forecasting ~ Team Builder ~ Customer Service ~ Contract Management ~ Time
Management ~ MSL Compliance rating ~ Advanced Data Analyzing
KEY CAREER DELIVARABLES
 Provide strategic direction and leadership to the DB’s Sales staff, align resources, set and prioritize targets,
and implement cost-effective initiatives to ensure achievement of sales objectives.
 Identify consumer, category, and Consumer Brands trends and sales opportunities
 Develop business strategies and lead tactical execution to capture opportunities and foster category sales
and profit growth
 Lead sourcing activities and contract negotiations to achieve lowest costs at required quality levels
 Develop sales and Trade marketing programs and performance measures in support of driving sales and
brand promises
 Jointly develop category business plans with retail marketing teams that are consistent with customers'
expectations and overall company direction.
 Maximize return on investment on trade promotions & visibility agreement with trade
 Manage & report all relevant brand spends and ensure to keep within Budget to achieve objectives on
monthly basis
 Ensuring alignment across the Sales and Marketing organizations on field sales needs and marketing
initiatives, including coordination with RB Trade Marketing and budget management
 Putting in place, monitor and improve processes to link all Marketing activities with the activities of the
Sales team
 Success in driving sales efforts involving effective promotional activities, product awareness with high
potential clients/channel partners for growth and profitability. Ensuring that all team and individual targets
are met within stipulated timeframes.

2.  Skilled in designing merchandising of products and ensure availability at all times
 Implemented key account business plans and increased market shares
 Skilled in executing effective plans to meet agreed-to volumes, market share and profit objectives of the
brand through proper motivation of the sales personnel.
 Possess a broad vision with business leadership skills, skilled data analysis, and effective business model
creation, the application of business knowledge and synthesis of information to drive actionable insights.
 Ability to conduct specialized training programs to propagate the industry information
PROFESSIONAL HISTORY
COUNTRY MANAGER
Reckitt Benckiser, 2003 – Present
Job Responsibilities
- Leading overall business operations to grow RB business and profitability in Jordan and
Palestine.
- Improving strategies and tactics to ensure best in class execution of sales KPI's for all market
channels.
- Increasing numeric and weighted distribution to keep growing market shares.
- Controlling all budgets and spent to utilize company investments and assets effectively for
better ROI.
- Reevaluating and Implementing standardized policies and procedures.
- Developing the Annual Operating Plan, Score cards, pricing strategies, performance indicators
for sales team
- Identify new accounts and opportunities to develop existing accounts through leading the
negotiations of annual contracts, monitor performance and compliance to plan and conduct
corrective actions
- Coordinate with marketing & trade marketing to develop specific strategies, standards for
merchandising, ranges, promotions and pricing
- Handle brand management strategies.
- Handle the financial details between Reckitt Benckiser and the distributors
- Handle all the BTL (POSM, Podiums, Wall Units, etc.)
-
AccomplishmentsNotable
- Worked hard to fix all issues in a very short period of time to achieve company sales targets
- Attained double digit growth on yearly basis and increased the market share
- Controlled the expenses and attained the right ROI.
- Developed market presence standards by coordinating DB Unit sales managers and Key Account
/ channel managers
From March1999 till 2003
Nestle-Confectionery Division, General Trading Company (Olayan Group) Riyadh – KSA
Regional Sales Manager
Key Responsibilities:
 Achieving volume targets for the retail and wholesale in the central region of Saudi Arabia.
 Monitoring sales, and developing tools and actions for achieving targets
 Increase coverage and penetration.

3.  Developing and implementing business development agreements and contracts with the potential
customers in the central region.
 Establishing and implementing all fundamentals of sales (In store visibility, distribution, pricing,
merchandising…).
 Conducting pricing, sales volume tracking, distribution, SWOT, and different analytical studies. In
addition to conducting quarterly and annually business reviews.
 Provide leadership and direction to the team..
 Review journey plan, stock levels, call reports, and other performance reports.
 Exposed to new Category Management concepts with the biggest retail accounts in the central
region of Saudi Arabia
Key Achievements:
 Double Digit sales growth versus previous year’s period
 Distribution and coverage reaching 80%
 Listing all new lines.
 Decreased investment ratios with our accounts with maintaining sales growth
 Increased our in store visibility (shelf & off-shelf) without extra investments
 Developed new concepts and ideas with the major retail customers.
From Dec1996. Till Feb1999.
Field Sales Supervisor:-
Key Responsibilities:
 Achieving volume targets for all products.
 Develop outlets sales and increase of coverage and penetration.
 Identify issues (Problems or opportunities).
 Develop selling abilities of assigned resources (train, coach, evaluate, and develop the team).
 Provide leadership and direction to the team.
 Review all reports, call reports, and other performance reports.
 Implement and monitor promotional planning.
 To spend 70% of time in the field supported with field contact reports. 15% detail work, 15%
reporting work.
 To develop conceptual selling presentation for the team and to train them on the use.
Key Achievements:
 I’m proud to be involved in the Hand Held Automation Project when I was handle the van sales,
we were successful to increase our coverage from 400 to 1200 Outlets in less than 8 months,
distribution was also increased from 10% up to 32%.
From Jan1993 till Dec1996.
Field Sales Representative:-
Key Responsibilities:
 Represent Nestle in assigned territory and channel.
 Maximize product availability and reachability in line with trade channel strategy and outlet
classification.
 Carry out distribution, merchandising, display and self-management objectives.
 Achievement of monthly sales targets, brand wise and value wise.
 Responsible for coaching and training merchandisers.

4.  Ensure product range distribution is maximized, appropriate for customer.
 Prompt ranging on shelf of new product listing.
 Prepare and recommend orders for customers to optimize stock holding effective ness.
EDUCATIONAL QUALIFICATION:
2005-2007 NEW YORK INSTITUTE FOR TECHNOLOGY (NYIT) Amman-Jordan
MBA
1987-1992 King Saud University Riyadh– Saudi
Bachelor of Science BS Major in Microbiology Studies,
TRAININGEXPERIENCE
Period from 7 till 9 May 2001
Nestle Middle East training program–Train the TrainerBahrain
Intensive training over training principles, training cycle, developing training programs, leadership models,
successful manager characteristics. All subjects covered were implemented through workshops.
Period from 1 till 3 October 2001
Saudi Arabia–Nestle Confectionery Saudi Arabia training program Riyadh–Sales college
Intensive training on structured selling, persuasive selling, handling objections, steps of a call,
merchandising essential tasks and rules, using sales enablers and tools. All subjects covered were
implemented through workshops.
3November 200stOctober till 1st
Saudi Arabia–NestleConfectionery Saudi Arabia training program Riyadh–Business planning
Intensive training on business planning process,developing the customer business plan, SWOT analysis,
developing and prioritizing strategic options, number based customer and activity planning, future
situation analysis, financial forecasts,presenting the business plan.
Finance for non Finance Managers. – Reckitt Benckiser Dubai
NEGOTIATION SKILLS -Reckitt Benckiser Dubai
SITUATIONAL LEADERSHIP Reckitt Benckiser Dubai
Advanced Category Management and planogram implementation
Key Account Management
SKILLS
Language:
Arabic: Excellent reading, writing, and speaking
English: Excellent reading, writing and speaking

5. Computer: Expert level in data analysis by Microsoft Excel, Word, PowerPoint, Cognos (data warehouse
intelligence software)
Designing Programs (Photo Shop & Corel Draw).
EXTRACURRICULAR ACTIVITIES
1990-2001 Member in the youth musician union of KSU.
 HOBBIES: Reading, Hunting, Motorcycles, photography, camping, Music playing and
forming.
PERSONAL INFORMATION
Gender : Male
Nationality : Jordanian
Date of Birth : May 21th
, 1970
Place of Birth : Amman –Jordan
Marital Status : Married with Four children’s.
References are to be furnished upon request