AREF's CV
AREF ADHAM KISRA HADDAD
Commercial & Key Account Leader | FMCG & Retail
Profile summary
Strategic Commercial and Retail Integration Manager with 13 years shaping FMCG and retail outcomes across the GCC. Known for driving retail expansion, P&L management, and strategic partnerships. Committed to delivering commercial performance and retail format development across the network.
Career highlights
Commercial performance and retail formats: Directs commercial performance across 120 service stations while steering retail formats and integration initiatives, aligning sales, finance, marketing, and operations.
Retail expansion and site acquisition: Shaped the retail expansion strategy, steering capital allocation and site acquisition across the UAE market while evaluating commercial opportunities.
Network coverage and partnerships: Expanded network coverage across 100 locations through aggregator partnerships and built relationships with delivery platforms such as Talabat and Instashop.
Standardized retail format rollout: Rolled out standardized retail formats across 45 locations and supported the integration of digital convenience and delivery solutions across the network.
Key skills
Professional experience
Directs commercial performance across the network, steering retail formats and integration initiatives while aligning sales, finance, marketing, and operations.
- Introduced pricing frameworks aligned with market dynamics and business objectives.
- Led rollout of standardized retail formats across 45+ locations.
- Supported integration of digital convenience and delivery solutions across the network.
- Developed category strategies to enhance profitability and basket value.
Shaped the retail expansion strategy, steering capital allocation and site acquisition across the UAE market. Evaluated commercial opportunities and controlled investment portfolios to deliver new service stations and refurbishment projects.
- Built partnerships with delivery platforms such as Talabat and Instashop.
- Expanded network coverage across 100 locations through aggregator partnerships.
- Negotiated with landlords and stakeholders to secure retail locations.
Reported to commercial leadership, overseeing an 80 million dollar P&L across convenience and impulse categories. Defined pricing and promotional strategies while planning product assortment across retail channels.
- Optimized trade spends and monitored promotional effectiveness.
- Sustained supplier relationships and conducted business reviews.
- Analyzed category performance and executed operational improvements.
Guided key commercial accounts across the region, steering retail agreements and strategic partnerships while aligning cross-functional teams for channel execution and shopper data analysis.
- Executed annual commercial negotiations and retail agreements with major partners.
- Developed joint business plans through shopper insights and market data analysis.
- Improved shelf execution and product visibility across key retail outlets.
- Executed trade marketing promotions and in-store displays to expand product penetration within retail outlets.
- Implemented Perfect Store standards across assigned territory to improve product availability and distribution.
- Coordinated recruitment workflows and onboarding procedures for new hires.
- Processed payroll records and maintained employee data bases.
- Conducted market research and competitor analysis to support commercial strategy.
- Coordinated supplier communications and documentation.
- Rolled out standardized retail formats across 45 locations.
- Integrated digital convenience and delivery solutions across the network.
Education
- UAE
Languages
Arabic · Native
English · Fluent