Mr Reda Bouraoui | VP Sales
PepsiCo | United Arab Emirates

Reda Bouraoui is the Sales Vice President for PepsiCo covering Middle East Africa, comprising all PepsiCo food and beverage businesses. PepsiCo MEA revenue is in excess of $2.5bn, about 7% of total Pepsi revenue and 15% of its profits. PepsiCo MEA operates a network of 30 companies and 25,000 associates. He began his current role in Dec 2008. As part of the Board, Reda plays an active role in writing the Business Strategy as well as setting the People Plans for MEA. His functional responsibilities cover the Customer Execution Plans across all Trade Channels as well as the delivery of “Route to Market” and Front Line Sales Capabilities. One of the key objectives of Reda is to lead and sponsor the transformational journey of the Sales Organization. Key accomplishments in this agenda are the execution of creative “Route to Market” systems that maximize customer service levels as well as the design and implementation of the Capability Programs that impact Front Line Sales Management. Reda is a 17 years seasoned leader at PepsiCo. He joined the company in 1994 as Sales Director covering Saudi Arabia based in Jeddah, a market that enjoys a staggering 82% share. In that role, Reda supported the implementation of the operating capabilities and helped build In-store barriers ahead of any competitive attempt to break Pepsi leadership. After that Reda was in Charge of the North and East Africa market unit out of Cairo. As General Manager his accountabilities encompassed aggressive double digit growth and building strong bottler network across 10 countries (Morocco, Algeria, Libya …). Prior to PepsiCo, Reda spent 7 years in Mars Confectionery France in the position of Channel Profitability Manager establishing the Account Profitability System. He covered as well the Channel Development function for Europe out of Strasbourg.