Wael has a total of 25 years of experience out of which 18 years in FMCG working for two global
multinational companies; The Coca Cola Company and PepsiCo, last 6 years in senior sales and
commercial roles and positions; leading on the development of complex markets and categories.
He led on several projects and initiatives to include Go-to-Market strategies, commercial strategies for
core and new categories and innovations. Meanwhile led the set up of alternative GTM solutions including
infrastructure and investments plans for developing markets in Saudi Arabia.
Wael also had the opportunity to lead on major projects in Egypt and North Africa markets including the
capability development set up in Morocco, market segmentation for Food Service accounts in Egypt, and
managing Power-of-One Beverage / Snacks portfolio in Egypt across Organized Trade and Convenience
and Gas channels.
Wael started his sales career as a Sales Executive for Le Meridien International chain of hotels, followed
by Hyatt International as Business Development Manager before he switched his career to the FMCG
sector. Starting with Atlantic Industries – The Coca Cola Company - he worked his experience and
technical mastery through several field assignments operating across all trade channels and segments to
include Traditional trade, Wholesalers, Direct distribution, Distributors management. He then moved to
Pepsi Cola in Saudi Arabia where he continued developing his experience in several roles and
assignments some of which are building sales capabilities, Trade Marketing, Key Accounts Management,
and Business transformation