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Ehsaan Jameel: Effective analysis, planning and execution of market strategies will be key to achieving GFI Frozen Division’s growth aspirations

Ehsaan Jameel has had an extensive 23 years’ experience in FMCG in the UAE. This has enabled him to acquire and develop an In-depth knowledge of trade dynamics, particularly on how to achieve sales revenue, market share and distribution targets, as well as to manage distribution partners and trade spends.

Prior to joining Global Food Industries (GFI), Ehsaan had previously built a professional track record of successfully delivering consistent sales growth for brands such as Red Bull energy drink, S. Pellegrino and KITCO across the UAE market.

On August 2017, Ehsaan first joined International Beverages and Filling Industries (IBFI) as national sales manager. In this role, Ehsaan managed IBFI’s local sales business, successfully streamlined its operations and expanded its distribution reach. He also revamped its Go-to-Market strategy by introducing channel management.

On October 2019, Ehsaan’s role at IBFI was expanded to include international sales, wherein he managed to grow its business across the USA and Canada export markets. He was likewise responsible for the successful development of IBFI’s re-export business, which achieved more than 20 percent growth for two consecutive years – 2019 and 2020. He also handled IBFI’s private label business for clients such as Carrefour and Lulu, as well as Carrefour’s frozen products line.

From June 2020, managed GFI’s frozen business across the GCC and was instrumental in achieving growth that year despite COVID-related challenges. Today, as Market Manager for GFI’s Frozen Division, Ehsaan is responsible for improving distribution and further increasing market share for the Al Areesh and Arctic Gold brands across the UAE, with specific focus on key accounts and the HORECA sector.

“Despite the challenges brought about by the COVID-19 pandemic, which has severely impacted the UAE market, GFI’s Frozen Division has consistently been able to grow and expand its business in 2020 and 2021,” Ehsaan said. “With several initiatives that we have put in place such as improvements in distribution points, attractive consumer promotions and excellent in-store presence, I am optimistic that the outlook for GFI’s Frozen Division in the UAE market is very positive. And, in believing that effective analysis, planning and execution of market strategies will be key to achieving GFI Frozen Division’s growth targets, I am confident that we will be able to achieve our ambitious overall growth aspirations for the business over the next five years.”