Mohamed amine BOUKILI

Full commercial responsibility for Eaton’s Electrical business in Morocco, leading a USD 32M business across Low Voltage Distribution, Critical Power, Energy Storage and Safety Solutions.

• Successfully transformed the business from USD 3.5M to USD 32M, representing nearly a tenfold increase in revenue through commercial transformation, channel restructuring and strategic market development.
• Full P&L responsibility for a USD 32M business, maintaining an average gross margin of approximately 35%.
• Built the entire commercial organization from the ground up and currently lead a team of 12 professionals, including one Sales Manager supervising four direct reports.
• Restructured the commercial model by reducing the customer base from 400 accounts to 54 strategic customers, significantly improving profitability, customer loyalty and commercial effectiveness.
• Reduced Days Sales Outstanding (DSO) from 220 days to 90 days through customer portfolio optimization and stronger commercial governance.
• Defined and executed the annual Commercial Strategy, Profit Plan, Sales Budget and Pricing Strategy.
• Managed an annual Marketing Budget of EUR 100K–200K, jointly defining marketing plans, customer events and field activities.
• Developed and managed a commercial ecosystem including 12 distributors, 8 panel builders, 34 strategic key accounts, and more than 100 consulting engineering firms through specification activities.
• Influenced approximately 5 out of every 10 major electrical projects awarded in Morocco through specification and key account development.
• Managed four strategic product lines representing several thousand SKUs.
• Oversaw commercial activities related to approximately USD 100M of annual tenders and strategic projects.
• Led specification strategy with consulting engineers, EPC contractors and key industrial customers to maximize project conversion.
• Coordinated Sales, Marketing, Supply Chain (SIOP), Finance and Operations to improve forecasting accuracy and operational execution.
• Accountable for annual price increase deployment and margin protection initiatives.
• Executive Project Manager for the successful implementation of SAP ERP (2023).
• Executive Sponsor of the CPQ (Configure-Price-Quote) implementation project.
• Project Manager for the deployment of Salesforce CRM (2024) to strengthen pipeline management, forecasting accuracy and commercial performance.

Managed a USD 30M business portfolio covering Medium Voltage Underground Cables, Bare Conductors and Power Transformers.

• Full ownership of product profitability, pricing strategy and commercial performance.
• Managed the annual Marketing Budget for the business unit.
• Led product positioning, go-to-market strategy and product roadmap development.
• Coordinated closely with Manufacturing, Engineering and Technical teams to improve product profitability and optimize cost structure.
• Conducted market intelligence, competitor benchmarking and pricing analysis.
• Developed commercial tools and marketing campaigns supporting business growth.
• Key User for CRM implementation and opportunity management.
• Managed strategic relationships with consultants, utilities and major industrial customers.

Managed a USD 12M Low & Medium Voltage product portfolio covering switchgear, UPS, busbar systems, lighting and industrial electrical equipment.

• Managed full product lifecycle, pricing strategy and profitability.
• Successfully served as Acting Marketing & Communication Manager for a six-month interim assignment.
• Managed the annual Marketing Budget and coordinated corporate communication initiatives.
• Defined product positioning and commercial campaigns.
• Managed relationships with international suppliers and strategic partners.
• Supported major EPC projects through technical and commercial leadership.
• Conducted profitability analysis and pricing optimization initiatives.