Youssef El HADDADI
Country Manager
Casablanca,CAS
Summary
Enthusiastic, goal-oriented, and growth-focused senior leader & manager offering thirty years of extensive experience delivering outstanding Management and Leadership oversight to ensure organizational productivity and revenue growth across the GCC and Morocco markets. Proven ability in developing and implementing growth strategies, creating and managing budgets, increasing revenue, enhancing performance and productivity, and identifying growth prospects. Proven track record in establishing a company to dominate in competitive markets by executing innovative sales and marketing strategies to exceed organizational goals. Highly proficient in strategic planning, operational structure, human resource management, finance, performance metrics, improving operational efficiency, team building, project management for diverse industries. Adept at directing teams and fostering business growth in various business challenges. Proven expertise in integrating tactical and strategic approaches, executing go-to-market strategies, and forming strategic collaborations.
Overview
28
28
years of professional experience
5
5
years of post-secondary education
3
3
Languages
Work History
Country Director
Cenomi Group
Casablanca, Morocco
03.2022 - 11.2022
- Managed and directed the operations of 5 companies: (International Retail Morocco SARL/ Fashion Retail SARL/ Fah Glam SARL/ Multi Trends SARL and IUC Food SARL (Fashion/ Make up/ Shoes & Bags/ Kids Wear and F&B).
- Conducted a thorough P&L assessment of the five companies with full ownership of all the 5 companies’ budgets and P&L.
- Managed 18 direct employees and 280 indirect employees.
- Provided solid business, technical, and project management solutions in full consideration of national employment law, tax law, and health safety regulations and in line with the EBITDA and how the results clearly indicate the need for a different approach to make the EBIDTA healthier.
- Strengthened every aspect of the business including sales, marketing, category, trade utilization, product mix, productivity, finance, HR, and supply chain.
- Managed debts with landlords and international suppliers by drawing a road map to clear all within 24 months.
- Cleared all local suppliers and agencies debts’ within 6 months.
- Reviewed and reduced the cost of goods COG from 62% to 45%.
- Facilitated the significant reduction in OPEX costs from 16% to 8%; and a reduction in staffing from 16% to 8%.
- Partnership with Marjane Holding/ Aradi/ Sonnae Sierra/ CMG and ASWAQ Management as the major landlords in the country.
- Analyzed, planned, and monitored the data to build SMART OTB (Open to buy for all brands): New Yorker, Terranova, Kiko Milano, Charles & Keith, Pedro, La Vie en Rose, U.S Polo Club, Monsoon, Accessorize, Costa Coffee, Coffee Place & Cinnabon.
- Successfully registered all products of Kiko Milano at the health ministry.
- Opened the first Kiko Milano Store in Morocco May 2022 in Arribat Center, Rabat.
- Thoroughly managed the OTB in compliance with the inventories to keep the stock level reasonable for 6 months.
- Negotiated locations at 200 MAD per SQM compared to actual average of 500 MAD per SQM for department stores over 1000SQM, namely New Yorker & Terranova.
- Reorganized the workplace and oversaw the security and safety of all firm assets.
- Reviewed and increased all RSP (selling prices) of all the 5 companies as a solution to making the EBIDTA positive in compliance with the increase in customs & duty.
- Negotiated optimal placement of advertisements across different media types.
- Selected distribution channels best suited to bespoke advertising objectives.
- Developed research strategies to assess market demand for new offerings.
- Identified market gaps for new and updated products and services
- Evaluated market research outcomes for improved advertising strategy.
- Coordinated television and radio campaigns from conceptual brainstorms to post-broadcast analysis.
- Liaised with stakeholders to identify key sales objectives and devise strategies to achieve goals.
- Collated consumer data for product preference analysis and campaign optimization.
- Created customer awareness of goods, services and special promotions with creative advertising strategies.
- Liaised with legal on a monthly basis and conducted monthly meetings with Tax Authorities to schedule late tax and VAT payments to lift up the late payment penalties.
- Monitored emerging trends within relevant sectors to inform strategic planning processes
- Reduced operational costs through the implementation of efficient processes and procedures in daily tasks
- Promoted a culture of accountability by setting clear expectations for staff and conducting regular performance evaluations
Managing Director
Just Retail SARL
Casablanca, Morocco
11.2020 - 01.2022
- Accountable for developing a new business from a concept and launching it within three months of joining.
- Moroccan fast food concept build on sea food, fish and chips.
- Coached the business owners on management and helped them comprehend all business-related concepts, including budgeting, sourcing, and gauging their business against the investment.
- Created a road map for The Break Inn's administration and development for the next three years.
- Crafted a comprehensive business plan outlining business growth strategy, including internal and external marketing strategies for The Break Inn.
- Formed and sustained strategic relationships with local suppliers
- Conducted financial analysis to manage risks and benefits.
- Developed business strategies to establish short and long-term goals for company.
- Oversaw budget to manage costs and meet sales and revenue targets.
- Negotiated with contractors and vendors to provide cost friendly contracts.
- Compliance with health authorities’ laws.
Country Sales Manager
Kamal Osman Jamjoom L.L.C Group
Casablanca, Morocco
08.2014 - 09.2020
- Served as the managing director, budget, and P&L owner for Kamal Osman Jamjoom Group operations in Morocco, reporting to the UAE and KSA corporate offices.
- Designed budget model and oversaw P&L for the office, The Body Shop, and Nayomi brands.
- Launched Kamal Osman Jamjoom’s business in Morocco after 3 months of joining in.
- The first The Body Shop store opened in December 12th 2014
- Hired & trained a junior team.
- Aided in The Body Shop and Nayomi Brands' successful legal entrance to Morocco.
- Managed all product registration of The Body Shop & Nayomi at the DMP (Moroccan health authorities).
- Facilitated communication between the Moroccan business and the back offices in the UAE and KSA, including the departments of finance, accounting, logistics, buying, marketing, visual merchandising, merchandise planning, HR, law and tax authorities.
- Directed sales functions and ensured legal, operational systems, cash, margins, budgets, and expenditures were all consistently streamlined.
- Identified and resolved operational and partner-related issues and aided a seamless operation for all stakeholders.
- Attended quarterly team meetings to review accomplishments and identify key areas of improvement.
- Cultivated and maintained professional relationships with major players and landlords as well as major companies in the retail industry including Marjane, Petra, Reim Partners, Sonnae Sierra, Nesk, Aswaq Management, CBRE, and CMG.
- Achieved cost savings by partnering with visual merchandising groups and sourcing new and affordable printing firms for all in-store seasonal products.
- Increased sales volume per location following trend requirements through the close collaboration with merchandise planning department for S2S (store-to-store) transfers.
- Maintained awareness of cultural and legal variances, relaying any changes or developments to senior management.
- Cemented company profile in target with international markets, increasing brand awareness, reputation and loyalty.
- Developed and executed company sales plan for international markets, meeting target average sales cycle.
- Reviewed lead generation campaigns, measuring results, identifying areas for improvement and executing changes to increase revenue.
- Anticipated and forecasted volume trends, changes and threats affecting company objectives by analyzing and monitoring industry and business conditions.
- Built and maintained strong working relationships with marketing team at HQ to adapt global marketing strategy specifics to Moroccan market.
- Built new business partnerships to drive customer acquisition and generate revenue.
- Selected, trained and performance-managed staff to handle high workload with ambitious targets especially at season-end season-start.
- Implemented seasonal and special discounts, driving customer engagement through promotions.
- Established pricing and delivery terms based on current market trends and costs.
- Executed successful marketing events, open houses and display shows for products.
- Monitored competitors through multi-channel research strategies to best capitalize on market gaps or anticipate changes in customer interests.
- Maintained detailed record of sales activities and compared trends to identify underserved areas and opportunities for improvement.
- Assessed market conditions for potential opportunities and risk factors impacting promotional strategies
- Used Facebook, Instagram and YouTube to promote products and events.
- Optimized sales methods to best acquire, develop and retain customers.
- Motivated sales staff to continuously improve strategies through competitions and personalized coaching plans.
- Coordinated with design, project management and production teams to delivery timely support to planned campaigns.
- Coordinated with Legal in Morocco, CFO in Dubai and banks in Morocco for the profit transfer to shareholders.
Regional Sales Manager
Kamal Osman Jamjoom L.L.C
Dubai, United Arab Emirates
08.2008 - 07.2014
- Acted as the budget and P&L owner for all 65 Nayomi stores across 5 countries, including the UAE, Qatar, Bahrain, Oman, and Kuwait, and led the enormous hurdles associated with initiating a unified operating system
- Launched & supervised two boot camps to train and advance 15 sales assistants into store manager positions, five store managers to area sales managers (two in 2009, two in 2011, and one in 2013), and two area managers to sales managers (one for the UAE in 2013 and one for the GCC in 2014)
- Interacted with sales managers, area sales managers and the front-line team to achieve high customer and ATV organics through SMART planning and dissemination of clear and SMART goals
- Directed and facilitated the conduct, development, and accomplishments of the sales, administration, customer service, and operational support personnel
- Facilitated product development with ideas to improve the experience in buying and customer awareness
- Attended weekly creative product meetings with the brand manager, Nayomi designers and buyers to support with ideas based on my experience in buying and as a knowledgeable about the customer needs and wants
- Spearheaded overall operational activities, including SMART routines and customized checklists and metrics through the development of a very practical and unified system for all sales managers
- Promoted 5 area sales managers, twenty-five shop managers, two regional sales managers, one maintenance manager and 1 maintenance assistant
- Achieved budgets and operating profit and increased sales volume by implementing and executing innovative sales strategies based on creative metrics
- Ensured operating profit budgets for the years 2010–2011, 2011–2012, 2012–2013, and 2013–2014 as well as cost savings in maintenance of 500K in 2012–2013 and 900K in
- Optimized inventory management processes by working closely with supply chain partners, reducing stock discrepancies while improving order fulfillment rates.
- Organized regular sales meetings, providing comprehensive updates on market trends, competitor analysis, and new product developments.
Area Sales Manager
Kamal Osman Jamjoom LLC
Dubai, United Arab Emirates
02.2006 - 07.2008
- Managed 15 stores & 82 staff employees in Dubai, Abu-Dhabi, and Al Ain regions as an Area Manager for the Nayomi Brand
- Full ownership of budget & P&L
- Fostered a positive work environment within the sales team by encouraging open communication, teamwork, and mutual support among team members.
- Enhanced team performance by providing ongoing coaching, training, and mentoring to sales representatives.
- Managed and ensured that organizational and sales goals relating to key performance indicators were carried out properly, and provided renowned, award-winning customer service
- Achieved sales and operating profit targets for the years 2006, 2007, and 2008, as well as strong organic growth of 189% in 2008
- Promoted 12 shop managers from the position of sales assistants after extensive delegation and training on a daily basis
- Managed stock rotation and consolidation with merchandise planning to enhance sales where the potential was
- Analyzed customer requirements through sales and coordinated with the procurement team to optimize the needed VS wanted products in the area
- Developed strategies to increase sales through in-depth staff scheduling, time and sales analysis, and daily team performance monitoring and motivation
- Recruited and trained exceptional sales assistants; developed a training culture within the area and the stores to maintain high customer service standards
- Produced high-volume orders to effectively meet customer demand
- Maximized customer engagement and satisfaction by delivering excellent customer service
- Achieved consistent annual revenue growth by continuously monitoring performance metrics and adjusting strategies accordingly.
- Provided exceptional customer service to existing clients through regular communication and prompt resolution of issues or concerns raised by them.
- Led targeted training programs to educate staff on product benefits and service capabilities.
Senior Ladies’ Intimate Buyer
Kamal Osman Jamjoom LLC
Dubai, United Arab Emirates
02.2001 - 01.2006
- Generated monthly and annual sales reports to determine growth and areas requiring improvements on which OTB was planned.
- Maintained a comprehensive database of supplier information, including contact details, capabilities, pricing structures, and lead times.
- Raised purchase orders against project demand, guaranteeing orders were placed in-line with supplier quotes.
- Accurately evaluated quotations, maintaining that quoted costs were in accordance with budgets.
- Received and checked supplied products for issues, reporting identified discrepancies to suppliers for returns, replacements or refunds.
- Regularly negotiated with key suppliers, achieving optimum price and delivery options.
- Researched and communicated changes in pricing or terms to avoid negative effects on budgeted margins.
- Satisfied organization’s purchasing needs by researching, selecting and purchasing quality products and materials.
- Managed production directly with factories and whole sellers in Far East.
- Verified delivered inventory satisfied purchase orders by checking quality, quantity and pricing before accepting delivery.
- Reviewed internal procurement processes, identified bottlenecks and recommended improvements for timely purchases and deliveries.
- Processed purchase orders, arranged supplier payments and informed management & stores of delivery statuses for planning purposes.
- Managed product prices and profit margins to keep products affordable, guaranteeing purchases by customers.
- Coordinated and tracked deliveries of goods to fulfill inventory needs within target deadlines.
- Developed and maintained strong connections with suppliers in France, Italy, Austria, China, Hong Kong, India, Bangladesh, and Taiwan.
- Achieved high margins with the Private Label lines of 84% at entry and 76% at exit.
- Set and implemented all price mechanisms to increase profitability from 57% at exit margin to 76% at exit.
- Oversaw and directed one of the key divisions in production, sales, design, and creativity, and introduced the Silicon and Invisible bra to the Middle East.
- Directed supplier research in the Far East, which enabled substantial profits.
- Created a brand-new section in Private Label called Body Smooth, Body Femme, Body Solutions, and Fashion Lingerie replacing the international lines increasing margins from 54% to 86% at entry and 76% at exit.
- Managed a team of 10 buyers.
- Phased out all the international brands and replaced them with private label lines while safeguarding quality and sizing efficiency
- Built and developed a strong supplier database in Taiwan, Hong Kong, and China.
- Regularly negotiated with key suppliers, achieving optimum price and delivery options.
- Understood portfolios of goods and services offered by vendors by scheduling and attending supplier meetings for presentations or demonstrations.
- Coordinated and tracked deliveries of goods to fulfil inventory needs within target deadlines.
- Coordinated with logistics teams to resolve any shipping delays or discrepancies while minimizing impact on operations.
- Reduced procurement costs through strategic sourcing, competitive bidding, and effective negotiations.
- Implemented data-driven strategies to optimize purchasing decisions based on historical trends and market fluctuations.
- Increased supplier efficiency by negotiating contracts and maintaining strong relationships with vendors.
- Analyzed existing market conditions, product acquisition costs and expected profit margins to determine goods' suitability for business needs.
Brand Manager
Bawareth Establishment
Jeddah, KSA
09.1994 - 01.2001
- Managed Petit Brand Franchise OTB & Operations.
- Responsible for production.
- Customized sizes from Italian kids sizes to KSA kids physiological needs.
- Restructured shops according to the brands needs and demands.
- Managed all third parties OTBs.
- Coordinated with local authorities for utilities, licenses, SALE licenses and legal affairs.
- Head hunted professional kids' wear sales representatives.
- Represented the brand in main gatherings and fairs.
- Created the store-to-store transfers to maximize sell thru of seasonal collections.
- Increased profit by maintaining 2 seasons' collections taking into consideration the weather conditions.
- Implemented data analysis with the help of IT to increase profitability.
- Managed shipping and handling with suppliers and logistic department.
- Increased product mix to attract potential customer segments.
- Supervised the labeling and tagging of garments with price tags, offers or discounts before shipping to stores.
- Replenished sales floors using supplies from storage for presentable, well-stocked displays.
- Maximized clothing sales through persuasive advice on garment features and benefits.
- Recommended garments to suit varying kids’ sizes, shapes and styles.
- Engaged customers with new stock through strategic merchandising to increase sales.
- Organized and maintained window displays by sorting and arranging items for attractive appearance.
- Increased add-on sales through relevant offer and promotion recommendations.
- Understood and employed safety and security procedures to safeguard business assets during emergencies or incidents.
- Restructured Asseghar Company in terms of people, products & shops.
- A complete revamp of the business between 1994 & 1996.
- Turned Asseghar into a profitable company between 1994 and 1999.
- Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.`
- Managed budget allocation and resource utilization to maximize marketing ROI.
Education
Master of Arts - Executive Management
EDU Effective Business School
Prague, Czech Republic 01.2023 - 11.2023
Advanced Development Program - Business Administration And Management
London Business School
London, UK 10.2008 - 02.2009
Bachelor of Arts - English Language and Literature
My Ismail University
Meknes, Morocco 09.1990 - 09.1994
Skills
Business Planning and Analysis
Workflow Coordination
Market Research
P&L and Budget Management
Project Management
Cost Control
Sales Planning and Scheduling
Team Building & Leadership
Financial Expertise
Risk Management
Project Management
Contract Management
Change Management
Timeline
Master of Arts - Executive Management
EDU Effective Business School
01.2023 - 11.2023
Country Director
Cenomi Group
03.2022 - 11.2022
Managing Director
Just Retail SARL
11.2020 - 01.2022
Country Sales Manager
Kamal Osman Jamjoom L.L.C Group
08.2014 - 09.2020
Advanced Development Program - Business Administration And Management
London Business School
10.2008 - 02.2009
Regional Sales Manager
Kamal Osman Jamjoom L.L.C
08.2008 - 07.2014
Area Sales Manager
Kamal Osman Jamjoom LLC
02.2006 - 07.2008
Senior Ladies’ Intimate Buyer
Kamal Osman Jamjoom LLC
02.2001 - 01.2006
Brand Manager
Bawareth Establishment
09.1994 - 01.2001
Bachelor of Arts - English Language and Literature
My Ismail University
09.1990 - 09.1994