BASAM SATTAR
Greater London
Email: bsattar75@gmail.com
Mobile: +44 7473 029173
CAREER OBJECTIVE
A management professional with 16 + years of outstanding experience in strategic sales and customer service for
organizations of repute, adept at leveraging growth initiatives additionally, possessing holistic exposure in store
management and managing varied functions of business, in quest of a challenging position in an organization that
provides opportunities to align accrued acumen towards a mutually fulfilling growth path.
SKILLS
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Store Management, Customer Service, Sales, Marketing, Customer Relations, Business Development
Strategic Planning, International Marketing, Business Development, Profitable Product Management
Brand Management, Negotiations, Budgeting, Target Setting and Achievement, Product Positioning
Market Research, Competitor Analysis, SWOT Analysis, Pricing and Marketing Strategy
Coordination and Development, Training and Recruitment, Performance Review
Leadership, Team Building, Motivation, Communication, Ability to work under pressure
Analytical Ability, Critical Thinking, Decision Making and Problem Solving, Time Management
Computer Related Skills: MS Office and Internet Usage
PROFESSIONAL EXPERIENCE
Fair Point – Total Home Furnishings (Al Owais Group, United Arab Emirates)
April 2011 – Feb 2014
Retail & Operations Store General Manager
Highlights:
 Store build up project management, Opened 12000 sq m showroom in prime location.
 Played a fundamental role in managing 210 staff members in various departments including purchasing, sales,
customer service, warehouse and logistics, service departments, finance and security.
Key Responsibilities:
 Spearheading daily operations of the store, developing existing clientele, understand business challenges,
making recommendations and tailor made strategies to achieve market leadership.
 Instrumental in managing all aspects of business analysis and retail management to support store activities, drive
growth and revenue/ profit achievement.
 Spearheading the team, recognizing team dynamics, maximizing team effectiveness by utilizing diversity of the
team to execute and achieve projected business and sales targets.
 Analyzing and identifying key product/industry solution gaps in view of market trends, and addressing them
through business development activities.
 Generating revenues, maximizing profit margins by identifying high potential sales opportunities and prioritized
them to drive sales/ revenues.
 Enhancing/ managing the overall branding strategy and market positioning, ensuring the store is merchandised in
line with organizational standards.
 Scrutinizing sales results, trends and key performance indicators (KPI’s) and conferred with representatives
accountable for achieving targets.
 Devising budgets and targets, monitoring performance against budgets, submitting variance reports to the senior
management with recommendations for improving profitability.
 Keeping abreast of market trends to formulate long/short term sales strategies for enhancing organizational
revenues.
Carrefour - Saudi Hypermarket Company, Riyadh, Saudi Arabia
Assistant Store General Manager
May 2009 - March 2011
Highlights:
 Liable for 180 strong multi-national workforce including department heads, section managers, sales staff and
service departments.
Key Responsibilities:
 Maintained creative store layout, visual merchandising, stock and fixture positioning, thereby developed
merchandising plan each season to enhance product visibility as per organizational standards.
 Steered marketing initiatives through effective merchandising to maximize store profits concurrently maintaining
customer service levels as per set standards. Monitored/reviewed impact of sales/ marketing initiatives to provide
accurate periodical section reports to management.
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BASAM SATTAR
Greater London
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Email: bsattar75@gmail.com
Mobile: +44 7473 029173
Oversaw the operational aspects of regular stock takes and hard closing stock inventory, thereby implemented
short and long term sales plans, reviewed/forecast sales performance, inventory and budget to achieve
organization's targets.
Developed and implemented an integrated range of marketing concepts, methodologies and sales strategies
consistent with the overall goals and objectives.
Formulated a strategic pricing plan geared towards the expansion, development/ consolidation of the product
development strategies.
Recruited competent personnel, organized on-the-job training, conducted periodic performance reviews to
maintain a motivated team.
Networked extensively to develop prospective customer lists, prospected new customers, presented information
and explained services to prospective customers to acquire new products and expand client base.
Kept close tabs on market dynamics and competitor activities, conducted feasibility studies, recommended
improvements to the higher management for countering the same and on increasing revenue inflow.
Kika Home Furnishing Stores - Fawaz Al Hokair Group, Riyadh, Saudi Arabia
Store General Manager
July 2007 - May 2009
Highlights:
 Successfully handled a team of 290 staff in which the store size was over 28,000 sq meters, considered as one
of the biggest retail box stores in the Middle East.
Key Responsibilities:
 Monitored store performance by identifying department KPI’s to deliver exceptional customer service and
maintaining long term business relations.
 Identified primary thrust areas of business based on market research and competitor analysis. Designed and
implemented strategic marketing and business development measures to optimize sales, volume distribution and
customer service.
 Prepared specific standard reports and daily sales inventory report, thereby submitted the same to management
for the efficient and smooth functioning of store with a view to maximize turnover/profits.
 Steered all department managers and oversaw the management of other staff within the company to achieve
targets while maintaining superior customer service standards, without compromising on safety, hygiene and
requisite infrastructure.
 Spearheaded sales objectives and operational costs, thereby projected monthly targets, prepared action plans/
schedules and formulated initiatives to achieve the targets in adherence to organizational policies and
procedures.
 Researched market trends for innovating new products and upgraded existing line to assist with store planning,
procurement, pricing, anticipate competitor initiatives and minimize risk/ maximize profit.
 Designed budgets, reduced costs and verified sales figures to justify overheads. Created stage-wise profit
projection reports in consonance with preceding factors and formulated turnkey solutions for marketing,
promotion, sales and distribution.
The One Total Home Experience, Dubai, United Arab Emirates
Sales Manager/Deputy Store Manager
January 2005 - July 2007
Key Responsibilities:
 Established and communicated store goals/ results to employees, staffing the store, delegating workload, actively
supporting employee growth, upholding cooperative policies to motivate employees thereby increasing efficiency.
 Ensured selection and development of productive and high-performing store employees to meet stores staffing
requirements through close coordination with HR function.
 Oversaw execution of brand strategies, brand advertising and local brand initiatives by communicating effectively
with brand managers, ensuring top line sales goals and bottom line profit goals are met, by recognizing the
profitability and revenue impact of all business opportunities.
 Conducted weekly sales meetings and team briefings for implementation of necessary corrections in sales
strategies and procedures.
 Monitored store facilities and equipment meet all regulations, developed regular maintenance schedules for all
store facilities/ equipment, recommended replacements/ additions/ deletions of same, arranged seasonal
displays to increase footfalls in store thus effecting high levels of sales.
 Formulated, executed and monitored client-servicing strategies based on market intelligence of competitors,
while keeping the upper management updated about developments.
 Scheduled/ supervised orientation for new store employees, updated employees regularly on new product
knowledge, developed and maintained floor training plans, stimulated positive morale and team spirit leading to
high productivity.
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BASAM SATTAR
Greater London
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Email: bsattar75@gmail.com
Mobile: +44 7473 029173
Performed strategic competitor analysis and SWOT analysis, drafted testimonials and analyzed results to
recommend customizations for existent business models and brand positioning exercises of the company in view
of prevalent market conditions and competitor presence.
Previous Professional Experience:
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Nov 2002 - Jan 2005:Key Account Manager with Crystalix – Dubai
Jan 2000 - July 2002:Assistant Division Manager with Makro Cash and Carry Stores - Willesden, London
August 1998 - Jan 2000:Senior Sales Representative with Makro Cash and Carry Stores - Willesden, London
December 1996 - August 1998:Sales Representative with Makro Cash and Carry Stores - Willesden, London
EDUCATION
Cambridge International University, Dubai, United Arab Emirates
Advanced Diploma in Business
June 2011
Acton College, London, United Kingdom
BTEC in Business and Finance
July 1994
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