About Safeer Azam

  • Academic Level Master’s Degree
  • Age 48 - 52 Years
  • Salary 1850
  • Gender Male
  • Industry Management


26+ years robust and tremendously value driven Gulf experience across Saudi Arabia and the UAE with an entrepreneurial vision in setting up and driving the organizations to achieve revenue growth and profits in dynamic, challenging and global market conditions. Delivered optimal results and grew business value with full P&L/ROI accountability for top 3 electronics distributors in the country, including Al Futtaim Electronics, Jumbo Electronics and Eros Group, as well as Abdul Latif Jameel Group Saudi Arabia. Key strategic change driver with expertise in planning business expansion operations by implementing lean approach to enhance corporate image, ensuring image uplift, acceptability and positioning, resulting in increased business as well as uninterrupted business growth.



  • 2000 - 2007
    Abdul Latif Jameel Electronics,

    Country Manager – Sales and Marketing

    Growth Path: Country Manager – Sales and Marketing: Nov 2006 – Nov 2007 Marketing Manager: Mar 2004 – Nov 2006 Product Manager – Electronics and Appliances: Nov 2000 – Feb 2004 Key Achievements: • Succeeded in developing Toshiba product portfolio to achieve leading market share in washers, refrigerators and projection TVs in year 2005 as the Head of Product and Marketing. • Developed company’s Dora brand, right from product selection across international multiple vendors, to pricing and marketing; since inception within a span of 6 years, Dora became the largest OEM brand in the market. • Doubled the Company’s gross profitability within 3 years, between 2003 and 2006 by onboarding White Westinghouse from USA and enhancing market shares for Toshiba and Dora.

  • 2007 - 2010
    Jumbo Electronics,

    Head of Sales - IT Distribution Division

    Key Achievements: • Grew overall business by 18% by steering sales teams for Resellers and Power Retailers supplying HP and Acer business machines for UAE as well as designated export markets. • Reduced ageing stock to less than 10% compared to over 22% prior to 2007,by optimizing the inventory. • Decreased the credit days from 68 days to 35 days, thereby sustained better cash flow for the company by managing credit in the market and streamlining collection. • Safeguarded increase in budgeted sell-in and sell-out of goods despite short life span of product line-ups. • Obtained an edge over other distributors selling the same product-line by conducting regular dealer visits along with sales teams for augmenting market spread while gaining market knowledge and PR. • Synchronized with vendors and partners for advertising budgets, recommending promotional schemes toprincipals.

  • 2010 - Present
    Eros Group

    Group General Manager, Business Development

    Growth Path: Group General Manager, Business Development: Jan 2020 – Present (Reporting to Executive Vice Chairman/Owners) General Manager, Lifestyle and Corporate BusinessBusiness, Jan 2017 – Dec 2019 Business Head, IT Business: Feb 2010 – Dec 2016 Job Summary: P&L accountability; Profit Centre Operations; B2B Channel Management; Business Expansion; Portfolio Growth Key Achievements: • Initiated Samsung IT business from scratch in 2010 and took it to AED 275 Million annually in UAE Retail space by end of 2013. • Introduced Samsung laptops in the IT Retail space and achieved 2nd position by early 2013 surpassingother prestigious brands, including Dell, Acer, Lenovo, Fujitsu, LG, Sony Vaio,etc., for certain months. • Reduced workforce by 25-30% through driving reorganization and resource optimization, ensuring to consistently deliver against bottom-line targets year on year. • Spearheaded, mentored, monitored and built capacity as well as abilities among the team of 14 professionals and over 30 sales specialists to drive organization’s vision and achieve performance objectives. • Achieved over 95% customer satisfaction scores continuously for past 8 years in surveys conducted by independent bodies separately assigned by the Company. • Stabilized the company with consistent flow of revenue and increased profitability as well as product mix by identifying, evaluating, recommending, and adding 4 new brands to the company portfolio.


Business Development

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