SIDDIQ KHATEEB
General Manager | Commercial Director | VP Strategy
Kuwait,SALM
Summary
Strategic business leader with 22+ years FMCG/Food sector experience combining operational excellence with strategic vision. Recently completed INSEAD Chief Strategy Officer Programme. Proven expertise in multi-division P&L management, organizational transformation, strategic planning, and delivering sustainable business growth. Values-driven leader committed to building high-performing teams, creating stakeholder value, and executing business with integrity.
Overview
23
23
years of professional experience
1
1
Language
Work History
RETAIL DIRECTOR – FOOD RETAIL UNIT
Al Yasra Foods
05.2023 - 10.2025
- Portfolio: 8+ premium FMCG brands (Kellogg's, Pringles, Al Safi Danone, KerryGold, Anchor, Froneri Ice Cream, proprietary brands)
- Created comprehensive 3-5 year commercial strategy aligned with organizational goals and objectives
- Identified market opportunities and competitive landscapes to maximize profitable revenue growth
- Improved efficiency and effectiveness across commercial department through stakeholder engagement (RTM, Sales Model, Team structure, Service level, Forecasting)
- Provided strong leadership, guidance, and mentorship to marketing and business development teams
- Acquired existing brands and launched new brands to achieve strategic business objectives
- Led all negotiations with principles on business agreements and target setting
- Managed P&L (EBIT) and developed portfolio management and channel strategies
- Demonstrated strong business acumen, financial skills, brand management expertise, and market positioning capabilities
- Drove market share expansion with a focus on emerging trends and consumer demands. Crafted a comprehensive strategic plan detailing priority markets, exclusion areas, and opportunity sizing. Facilitated multi-brand portfolio growth by leveraging competitive advantages and market insights.
DIVISION MANAGER – FOOD DIVISION
Mohammed Naser Al-Hajery & Sons Co., Ltd.
04.2019 - 02.2023
- Portfolio: 20+ brands, 30+ product categories, 500+ SKUs | Team: 200+ personnel
- Built strategic plans for business division aligned with long-term organizational vision and objectives
- Led marketing and sales teams to build integrated sales and marketing plans with suppliers to achieve common goals
- Developed annual division budgets with complete P&L responsibility; projected direct costs and manpower requirements
- Acquired new brands by building strong business cases with 3-5 year comprehensive P&L simulations
- Oversaw direct and indirect employee performance appraisal programs; cascaded division objectives throughout team
- Assisted in creating effective standard operating procedures to improve division efficiency
- Developed training programs in cooperation with HR
- Controlled budgets and optimized trade and operating expenses
- Set and achieved sales and market share targets
- Led effective inventory management system for different business lines
- Managed and led team of 200+ personnel across multiple functions
- Drove sales and marketing team to effectively execute across 20+ brands, 30+ product categories and 500+ SKUs
- Key Results: Multi-brand portfolio growth | 200+ team leadership | Portfolio profitability | Strategic acquisitions | Operational excellence
SENIOR CATEGORY MANAGER – KUWAIT & IRAQ
Arla Foods (Denmark)
11.2016 - 03.2019
- Portfolio: 8+ active brands (Lurpak, Puck, Three Cows, Castello, Arla Organic, Arla Protein, Dano, Starbucks Chilled Coffee) across two geographic markets
- Planned, directed, and controlled operations of marketing teams in Kuwait and Iraq
- Held brand and category level responsibility for local and consolidated P&L
- Served as brand owner for all active Arla brands; responsible for all categories performance based on KPIs
- Managed sole responsibility and accountability for ATL and BTL budgets
- Set yearly volume objectives per category and allocated investment to achieve strategic ambition
- Monitored spending versus budget and supervised major trade marketing roles
- Coordinated all regional projects, campaigns, and initiatives with Arla Foods MENA regional team
- Planned and developed NPD pipelines; created monthly forecast proposals in coordination with Supply Chain
- Drove licensed Starbucks RTD coffee brand in Kuwait while aligning with Starbucks International standards
- Ensured brand growth, profitability, and market development within dairy market
- Developed and implemented pricing strategy; created and maintained value chain for all products
- Led landscape assessment of Iraqi dairy market with 5-year strategic plan
- Core team member for creating 5-year category strategy plans for Arla MENA
- Key Results: Regional brand growth | Multi-market P&L management | Strategic brand positioning | Market expansion
MARKETING MANAGER – CONSUMER DIVISION
Mohammed Naser Al-Hajery & Sons Co., Ltd.
04.2012 - 10.2016
- Created annual business plans for 2 business units with P&L accountability
- Served as main point of contact with suppliers for business planning and strategic decisions
- Trained team on product knowledge and set guidelines for best-in-class execution
- Key contract negotiator with all key accounts for FMCG contracts
- Managed all marketing related artwork and visuals for BTL activities
- Analyzed customer ROI to ensure optimum fund utilization
- Kept sales team informed with market insights and competitive activities
- Created marketing plans based on country activity calendars
- Reviewed market share data and drove team to accomplish share of shelf targets
- Set investment guidelines by brand or product category based on short and long-term strategies
- Identified new business opportunities and led pitches for new brands
- Key Results: Business unit growth | Strategic brand launches | Commercial alignment
BRAND MANAGER – BEIERSDORF UNIT (NIVEA)
Mohammed Naser Al-Hajery & Sons Co., Ltd.
08.2007 - 03.2012
- Defined business processes aligned with newly created affiliate structure
- Ensured smooth transformation from legacy business model to new reimbursable claim process
- Developed A&P expenses claim tracking process for smooth claims settlement
- Developed and followed trade and consumer promotional plans and in-store merchandising
- Conducted regular sales team training on product knowledge and competitive positioning
- Analyzed market share data and drove team to achieve weighted and numeric distribution targets
- Implemented MSL (Manufacturer Support Level) by trade channel and outlet level for top 20 customers
- Created branding artworks under brand team guidelines
- Key Results: Business model transformation | Market presence expansion
BRAND MANAGER – WELLA UNIT (P&G)
Mohammed Naser Al-Hajery & Sons Co., Ltd.
07.2004 - 12.2006
- Managed brand for Wella post-P&G acquisition; transformed business processes to align with P&G business model
- Achieved 68% market share in hair colorants category (Arabian Peninsula region) in 2005 – highest-ever performance
- Implemented demand planning and forecasting based on sales forecasts and marketing activities reviewed quarterly
- Managed A&P claims following strict P&G guidelines
- Key Results: Market leadership | Successful business transformation
SALES & MARKETING ANALYST – FMCG
Mohammed Naser Al-Hajery & Sons Co., Ltd.
08.2002 - 06.2004
- Key team member for ERP software implementation (iScala); designed strategic reports and led FMCG implementation
- Conducted market research into competitive brands and formulated sales strategies
- Analyzed ROI by account and brand; suggested measures for improvement
Education
Chief Strategy Officer Programme -
INSEAD, Executive Education
Fontainebleau, France09.2025
Master's Degree in Commerce - Business Administration
University of Pune
India01.2001
Bachelor's Degree in Commerce - Marketing & Cost Accounting
Symbiosis College, Pune University of Pune
India01.1999
Skills
Strategic Management & Planning: Strategic Planning Corporate Strategy Portfolio Management Strategic Decision-Making Scenario Planning Strategic Analysis Value Creation and Capture Competitive Strategy Market Analysis
PROFESSIONAL DEVELOPMENT & TRAINING
- Chief Strategy Officer Programme | INSEAD (2024-2025) Executive Education, Fontainebleau, France
- Comprehensive programme covering strategic execution, supply chain leadership, circular economy principles, and organizational strategy:
- Agile Strategy Execution: The Challenges of Strategy Execution | Strategic Initiatives and Agility | Measuring Performance in Strategy Execution | Navigating Strategy Execution Barriers | Leading Strategic Change
- Supply Chain Strategies for Business: Supply Chain Management and Strategy | Aligning Supply Chain Organisations | Supply Chain Design and Transformation | Digital Supply Chains | Supply Chain Leadership
- The Circular Economy: Introduction to the Circular Economy | Designing for Circularity | Obstacles to Circularity | Circularity Execution | Circular Business Framework
- Chief Strategy Officer Core: Strategy in Turbulent Times | Navigating the Strategy Maze | Stakeholders and Sustainability | Principles of Agile Strategy Execution | Progress and Economic Actors | Integrating Performance and Progress | Corporate Strategy and Growth | Build, Borrow or Buy Decisions | Retrenching and Divesting Businesses | Blue Ocean Strategy | Partnering Strategy | Ecosystem Strategy | Agreeing on Strategic Priorities | The Mental Challenge | Building a Mindful Practice | Strategic Analysis | Effective Strategic Decision Making | Achieving Alignment
- Additional Professional Development:
- 7 Habits of Highly Effective People – Franklin Covey (January 2024)
- The Leaders Empowerment Program – 24-week group leadership coaching program (2014-2015)
- Managing People Development – Scotwork (2012)
- Communication Skills & Strategies (2012)
- Category Management Practices – Nielsen (2012)
- Improving Selling & Negotiation Skills (2013)
- Marketing & Innovation – Arla & Kantar Retail (October 2017)
- Brand Building Fundamentals – Arla & Kantar Retail (October 2017)
- How Brands Grow – Masterclass (September 2017)
- Brand Building in a Digital Era (January 2018)
- Success Path to Purchase (March 2018)
- Branding Strategies (Al & Laura Ries) (2011)
- Winning in Store – Beiersdorf Middle East (2008)
- Effective Sales Management Skills Workshop – Knowledge Brokers International (2008)
Timeline
RETAIL DIRECTOR – FOOD RETAIL UNIT
Al Yasra Foods
05.2023 - 10.2025
DIVISION MANAGER – FOOD DIVISION
Mohammed Naser Al-Hajery & Sons Co., Ltd.
04.2019 - 02.2023
SENIOR CATEGORY MANAGER – KUWAIT & IRAQ
Arla Foods (Denmark)
11.2016 - 03.2019
MARKETING MANAGER – CONSUMER DIVISION
Mohammed Naser Al-Hajery & Sons Co., Ltd.
04.2012 - 10.2016
BRAND MANAGER – BEIERSDORF UNIT (NIVEA)
Mohammed Naser Al-Hajery & Sons Co., Ltd.
08.2007 - 03.2012
BRAND MANAGER – WELLA UNIT (P&G)
Mohammed Naser Al-Hajery & Sons Co., Ltd.
07.2004 - 12.2006
SALES & MARKETING ANALYST – FMCG
Mohammed Naser Al-Hajery & Sons Co., Ltd.
08.2002 - 06.2004
Chief Strategy Officer Programme -
INSEAD, Executive Education
Master's Degree in Commerce - Business Administration
University of Pune
Bachelor's Degree in Commerce - Marketing & Cost Accounting
Symbiosis College, Pune University of Pune