Building markets, teams and trust.

UMAREQ

Promoted to the executive team to drive sales strategy and operations across Morocco. Joined in Nov 2019 as Sales Manager, Traditional Market.

• Leads 5 Sales Managers and 35+ promoters
• Tripled annual revenue within 2 years
• Restructured pricing and promotions, boosting market share
• Built and trained a sales force with aggressive incentive programs
• Defined the full sales cycle and CRM standards for the whole team

Brandt

Developed Brandt's Modern and Specialist distribution across Morocco through account management and high-impact marketing execution.

• Negotiated contracts with key Modern Trade accounts
• Rolled out branding and communication strategies across channels
• Delivered consistent growth through data-driven performance tracking
• Designed sales contests and incentive programs, reported KPIs to the Sales Director

Samsung Electronics Morocco

Joined during the launch of the subsidiary in Morocco, managing large-format retailers against ambitious targets set by headquarters.

• Grew a strong key account portfolio across Morocco's top Modern Trade retailers
• Coached a field team of 40 store promoters
• Helped build Samsung's distribution network from the ground up

Sony Morocco

Launched Sony's Modern and Specialist channel in Morocco, against Samsung, LG, Sharp and Hisense. TV, audio, cameras and imaging.

• Built a full customer portfolio with ownership of business plans and P&L
• Trained a sales force of 20 store promoters
• Delivered consistent growth in one of the most competitive markets in North Africa

UMAREQ

First commercial role after Metro, joining a former key supplier. Modern Trade accounts for Arthur Martin, Zanussi and Royal.

• National Brand Manager for Royal across Modern Trade
• Led the full repositioning of Royal: pricing, product portfolio, distribution and positioning
• Contract negotiation with key purchasing departments

Metro / Makro Morocco

Eight years of continuous growth. He started in after-sales and finished as Area Manager, with a full view of retail operations.

• Area Manager: led 3 sales teams, 15 sellers, with merchandising and brand visibility
• Department Manager: sales, stock, supplier negotiation and department P&L
• After Sales Manager: team of 4 technicians, spare parts, repairs and complaints
• Built the technical knowledge of appliances that sets his approach apart