LUTOF QADDOUMI

Menzah 9A, Tunisia 1013 Cell Phone: + 216 98 336 136 Email: lutof@planet.tn

EXECUTIVE MANAGEMENT EXCELLENCE IN BUSINESS DEVELOPMENT

Enhancing shareholder value through leading business expansion and streamlining operations guided by rigorous marketing & financial analysis but utilizing strategic planning, superior execution and organizational development. Experienced in developing well engineered, skilfully negotiated strategic partnerships with multinational and local companies

Lead diversified businesses up to $500 million in sales utilizing marketing & brand management expertise, strategic thinking, analytical skills, drive and superior execution to build or turn around businesses, frequently in highly competitive environments that demand tenacity and perseverance; Commercially astute & experienced in driving sales through nurturing and sustaining strategic relationships with major clients, building JVs, partnerships and resolve conflict with key business players; Consistently built talented organisations and challenged status quo to streamline operations and optimize processes Personally developed investment road map, allocated and raised capital for over $150 millions in new start-up projects. Experience in several areas including: Brand Building & Management Marketing & Distribution Product Development General/P&L Management Identify & execute major Sales deals Employee & Supplier Development Company diagnosis & risk analysis Negotiating & creating strategic partnerships Industrial Investment Developing new businesses & ventures Forming International & Domestic Alliances Creating competitive strategies

EXECUTIVE HIGHLIGHTS Strategic Planning & Strategic Alliances - Identified strategic opportunities in key geographies, sectors and drew investment road map and built businesses from zero ground to effective operations in alliance or partnerships with multinationals; Marketing & Sales Developed TV copy, conducted market studies, consumer research, designed, new product launch and executed mega marketing & distribution campaigns throughout Arabian Peninsula countries, USA, North Africa countries and European Union. Personally closed deals with the trade. Launched and distributed brands in retail channels; New Business Start-Ups Steered P&G products expansion in Arabian Peninsula & North Africa, establishing P&G Yemen, P&G JV Agreement in Algeria, Pepsi Cola Algeria, re-launch Pepsi in North Africa Countries, contributed to establishing $200 million PepsiCo Africa Fund, distributing Tiba products globally and restructuring of major local companies; Transformational Change - Lead major businesses towards turn-around, revamp distribution, retain presence, organizational structure, streamline process and systems, negotiating CO-OP agreements, partnership agreements, identifying strategic partners (multinational and local companies) towards acquisitions and joint ventures; Corporate Financing Secured private equity funding, bank loans and restructured debt; Mergers & Acquisitions Lead negotiations to acquire main Morocco beverage bottler, Algeria Detergents monopoly and Sovena acquisition of Tiba Company in Tunisia. CAREER HISTORY CEO, TIBA FOODS COMPANY, affiliate of the Sovena Group, Tunisia (2005 Present) Brought in to turn-around edible oils business (international expansion, bottling, trading) Key Deliverables: Turned around the company from insolvency to becoming second largest exporter. Diversified product line up, developed new product concepts, concluded major sales deals, and entered new segments and territories guided by market research. Developed $25 million investment proposal, handled investor relations and road shows to investors, concluded JV agreements resulting in equity injection and restart of operations. Realised major sales in Europe, USA, Middle East and North Africa attracting larger and loyal client base by re-focusing sales to B2B, diversifying product offering and improving company product supply chain. Attracted major trade accounts in USA. Designed trade offers. Negotiated with banks and drastically reduced Debt by $5 million and cut cost by 50%.

Initiated edible oils sector in Tunisia and its value today exceeds $200 millions. Installed positive image for the company as the most sophisticated and olive oil bottler in the country and North Africa in general. Successfully led negotiations with labour union to lay off tens of technicians and managers. Lead financial restructuring, negotiated with banks, suppliers, labour union and government. Revised compensation plans, simplified work processes and obtained various certifications (bio product certification, HACCP, ISO, BRC).

CEO, MIC Management Services Company, Tunisia (1997 2004) Brought in to offer Strategy Consultation in North Africa for fortune 500 investors Key Deliverables: Established a name in strategy consulting for major FMCG local companies and fortune 500 investors in North Africa. Revamped operations towards turn around. Consulted for affluent investors to identify industrial, real estate and retail opportunities, developed & implemented turn-around strategies to grow business for major local FMCG companies including organic and non-organic growth strategies. Sales presentations to Key accounts in USA helping clients realize significant exports. Improved market share for major local FMCG companies by investing in a strengthened marketing campaign (including TV advertising and new package design), streamlined distribution organization and achieved measurable quality improvements. Revived advertising sector by creating modern marketing campaigns utilizing TV advertising, sampling, concept development and consumer research. Performed Investment analysis and recommendations in entertainment and real estate. Established largest olive oil bottling plant in Africa and the Middle East with investment exceeding $15 millions. Attracted major multinational companies and fortune 500 investors into North Africa poring private equity funds exceeding $60 millions. Resolved conflicts, streamlined operations to improve profits, organizational structuring and development of Modus operandi, performance appraisals and precise KPIs. Worked with Boards and CEOs to upgrade corporate performance. Identified opportunities in real estate development including lands in prime locations to develop fully integrated cities in favour of local and foreign investors. Negotiated with government officials to acquire land, agree tax incentives and introduce investors for real-estate development (residential, retail and industrial). Analyzed trends in hospitality and retail sectors, identified potential areas for development, hotels suitable for acquisition, location & planning of mega mall and franchise operations. PEPSICO (1994 1997) Regional Director, Saudi Arabia (1996 1997) Brought in to combat Competitive Launch threatening largest business internationally Key Deliverables: Managed $500 million PepsiCo business in the Western and Southern parts of Saudi Arabia. Designed and implemented $28 million highly effective marketing and distribution campaigns, including TV production, promotions and key account exclusivity deals resulting in fending off coca cola launch. Solidified PepsiCo market shares at 78% and 68%, respectively, in the western and southern areas and reversed negative sales trend resulting in $30 million annual increase in revenues. Designed & implemented trade offers to whole sale segments, direct distribution sector and key accounts. Handled Investor relations and negotiated business and marketing CO-OP budgets with family-owned Saudi Bottlers Prepared investment proposal to pave the road for merger of Western and Southern franchises. Supervised multi discipline team (7 managers) including two general managers managing Bottlers operations. Director of Operations, Casablanca, Morocco (1994 1996) Brought in to re-launch and establish new PepsiCo business in Maghreb Countries Key Deliverables: Developed and implemented Pepsi Cola expansion strategy in Africa Designed marketing a distribution campaigns in Tunisia and Morocco. Negotiated acquisition in Morocco, franchise agreement in Algeria and Tunisia re-launch.

Contributed to establishing PepsiCo Africa fund of $200 million by raising funds and carrying out road shows.

PROCTOR & GAMBLE (1986 1994) Development Markets Manager, Switzerland (1991 1994) Brought in to develop P&G business in emerging markets within MENA Key Deliverables: Established investment road map for P&G entry into white territories of MENA Marketed & launched P&G brands into new territories in Africa and Middle East. Established Procter & Gamble Yemen. Sales exceeded $30 millions annually. Established export operation to Tunisia with sales exceeding $4 millions annually. JV agreement and Investment recommendation for entry into Algeria with investment of $35 millions. Recommended and implemented P&G entry into Tunisia. Established Export operations to Iraq, Iran and Ethiopia with sales exceeding $5 millions. Recognition for saving P&G personnel trapped in Yemen civil war. Identified partners, established and negotiated JV agreements, designed and developed product, marketing and distribution strategies in each of the new territories. Managed research and product development to develop product line up for new territories, investment and capex recommendations, project implementation and management. Established banking relationships, relations with key suppliers and directed multi discipline team including, finance, marketing, product development, market research, legal and HR. Brand Manager, Jeddah, Saudi Arabia (1988 1991) Responsible for managing major P&G brands in the Arabian Peninsula Key Deliverables: Marketing World-class branded products in the Arabian Peninsula including Always, Head & Shoulders, Crest and others. Increased Always market share from 24% to 42% and doubled Head & Shoulders annual volume by revamped marketing plan with TV advertising and mega promotions. Introduced innovative advertising and promotions in extremely conservative Saudi Arabia. Developed mega promotions utilizing synergies among various company businesses. Introduced new line extensions and developed TV advertising in shampoos and female napkin sectors. Strengthened brand equity, created new product and/or product extension concepts. Developed multi-million annual marketing campaigns including strategy, advertising, promotions, pricing, package design, market research and merchandising. Worked with plant and distributors to secure cost-effective product supply. Operating Team Manager, Jeddah, Saudi Arabia (1986 1988) Responsible for production management in Paper Products Plant Key Deliverables: Lowered scrap to 2% saving more than $14 millions annually. Pioneered organisational change resulting in record efficiency and scrap rates by creating new team structure and compensation, developing and implementing good manufacturing operating manual for complex Pampers operation. Credited with significant annual savings. Produced $150 million worth of Pampers annually. Managed production team comprising 32 technicians to achieve production, cost, quality, efficiency and scrap objectives in Pampers plant. Managed technicians personnel and compensation issues, liaise with marketing and sales teams, contributed to capital expansion recommendations. EDUCATION MBA, Engineering Administration, George Washington University, Washington D.C., 1985 Master of Economics, North Carolina State University, Raleigh, N.C., 1984 BSc, Construction Management, North Carolina State University, Raleigh, N.C., 1982 Languages, English, French and Arabic PROFESSIONAL DEVELOPMENT Merrill Lynch Global Investing PepsiCo Financial Management, Bottler Economics P&G Negotiation Skills, Interpersonal Management Skills, Personal Power & Influence, Total Quality Management, several Story Board and Media training courses