I was born into poverty. It wasn’t just a financial reality—it was the lens through which I first saw life. My father, though hardworking, lacked ambition and vision. His modest earnings barely sustained us, while my mother carried the heavier burden of sacrifice. She lived a life of constant compromise, and I grew up watching her struggle.

Adding to this environment, I faced a personal challenge: I lisped. Speaking in class was a nightmare. I can still recall standing at my desk, reading aloud, stumbling over words, and hearing the classroom erupt in laughter. I sat down with my face burning, but deep inside a whisper said: “This is not your end. You will rise.”

Teachers and classmates underestimated me. I was told I would never achieve anything significant. But in those dark moments, I developed the quiet defiance that has guided my entire life. I decided I would prove everyone wrong.

My professional journey began as an Administration Aid at The Coca-Cola Bottling Company of Saudi Arabia. It was an entry-level role: paperwork, coordination, support. Yet, to me, it was a golden opportunity.

I still remember the weight of my first paycheck. It was small, but to me, it symbolized dignity, independence, and proof that I was no longer trapped by my circumstances.

That role opened doors. From administration, I transitioned into sales. I learned the science of distribution, territory management, and merchandising. Year after year, I rose through the ranks—Supervisor, Branch Manager, Key Accounts Manager, and eventually Area Sales Manager.

At Coca-Cola, I drove consistent growth—20% annually. I recovered over 1,000 coolers from closed outlets, saving millions. I introduced handheld technology and pre-selling systems that modernized operations. I led teams of nearly 200 people.

But more than numbers, Coca-Cola gave me confidence. The boy who once lisped now stood in front of large teams and retailers, presenting, negotiating, and leading.

After 15 years at Coca-Cola, I stepped into a larger stage: Abdul Latif Jameel Electronics & Air Conditioning Co.

Over the course of a decade, I rose from Regional Manager to Senior General Manager. Here, I managed global brands—Toshiba, Sharp, Bosch, Electrolux, and White Westinghouse.

One defining challenge was being handed a struggling region. “Fix this,” I was told. Within three years, I had grown that region’s business by 200%. In four years, hypermarket sales had grown 18 times. I implemented Oracle and Salesforce systems to modernize reporting and eliminate inefficiencies. I cut 50 million Riyals in bad debts and saved 17 million in logistics costs.

This was my proving ground in scale and complexity. Coca-Cola taught me sales and systems; Abdul Latif Jameel taught me how to scale those systems to run massive, multi-brand operations profitably.

Next came a chapter that defined me as a turnaround leader.

I joined Zamil Air Conditioners & Home Appliances, working within a joint venture with GE Appliances and Haier. Over five years, I served as General Manager for the Middle East, managing manufacturing, distribution, and sales.

One of my proudest achievements came with GE Air Conditioners. The unit was drowning in losses when I took charge. Dealers had lost confidence, the product range was outdated, and operations were bleeding. Within a year, I realigned the dealer network, refreshed the portfolio, and streamlined operations. Against all odds, the unit became profitable in the very first year.

I expanded networks, introduced industrial product lines, and liquidated obsolete inventory to free working capital. We achieved a #2 position in window AC sales at a major retailer in just two years.

It wasn’t just about numbers—it was about belief. I had learned how to turn businesses others had given up on into thriving operations.

Today, I serve as Vice President – KSA Operations at Nikai Group of Companies, managing iconic brands like Nikai, Panasonic, and Toshiro.

My role covers nationwide expansion, sales and distribution, brand positioning, aftersales, and digital marketing. With full P&L responsibility, I lead initiatives that ensure profitability and sustainable growth.

My mission at Nikai is to secure a Top 3 brand position in KSA while building resilient networks of distributors and dealers.

There are moments in the boardroom when I pause, surrounded by data and strategy discussions, and think back to my childhood classroom. The contrast between then and now fills me with gratitude.

After more than 30 years of leadership, I realized my calling went beyond corporate boardrooms. My true purpose was to help others transform, just as I had.

That’s why I became an International Business Coach. Today, I mentor SMEs, distributors, and entrepreneurs across consumer goods, appliances, and HVAC. I guide them out of confusion and into clarity—helping them scale profitably while regaining peace of mind.

I distilled my learnings into my book, The Clarity Code: Crack the Growth Formula for Scaling Sales, Profits, and Peace of Mind. It isn’t theory—it’s a blueprint forged from my own journey.