The Gulfco Story

Khaldoun Al Hallak is an accomplished FMCG executive with over two decades of experience leading distribution businesses and developing strong partnerships with global consumer brands across the Middle East. As Director at GULFCO, he brings extensive expertise in commercial strategy, route-to-market development, and operational transformation within complex distribution environments.

Throughout his career, Khaldoun has successfully led multi-category FMCG portfolios and worked closely with international principals to expand market presence and strengthen retail execution across modern trade, traditional trade, food service, and emerging channels. His leadership approach focuses on aligning sales, marketing, and supply chain operations to deliver consistent growth and high standards of in-market execution.

Known for building high-performing teams and fostering collaborative partnerships, Khaldoun combines strategic insight with hands-on operational leadership. At GULFCO, he is focused on further strengthening the company’s position as a trusted distribution partner for leading global brands across the UAE.

Khaldoun holds a Bachelor of Arts in Public Administration from the American University of Beirut – Lebanon.

Mr. Vijayan is a seasoned supply chain leader with extensive experience in Supply Chain planning and optimisation, Business Process Design and Reengineering, and Digital Transformation. He has over 15 years of progressive experience in Supply Chain Management, Service Management, Operational Excellence, and Cost Optimisation in the FMCG and Consumer Electronics sectors.

He has successfully led business transformation initiatives in order to achieve functional, commercial, and strategic initiatives. With a proven track record of leading business process reengineering, his expertise also extends to designing and implementing business transformation to align supply chain functions with growth strategies, while constantly adapting to changing market conditions, new opportunities, and cost reduction initiatives.

Mr. Vijayan also comes with rich experience in strategising and integrating scalable technology solutions to enhance operational efficiency and optimising warehouse utilisation and supply chain functions. He is also an expert in managing multinational workforces through performance management, coaching, and conflict management strategies.

Adam Ragab brings over 20 years of insightful leadership experience to his role as Business Development Manager at Gulfco. His extensive career in sales and business development spans a diverse range of sectors and includes notable tenures at multinational organizations such as British American Tobacco, PepsiCo, Coca-Cola, and most recently, Bedaya General Trading LLC, a subsidiary of YAS Holding.

In his previous role as Sales Director at Bedaya General Trading, Adam demonstrated his exceptional ability to build and develop direct distribution lines, creating a comprehensive distribution strategy that significantly increased revenues. His strategic vision and negotiation skills enabled him to secure exclusive distribution rights for seven international companies in the MENA region, enhancing the company’s market presence across various channels including key accounts, convenience stores, e-commerce, traditional trade, and export.

Adam’s tenure at Unikai Foods P.J.S.C saw him increase the efficiency of UAE channels, introduce new revenue-generating channels, and retain and grow key accounts. As the Head of Capability & Business Development, he was instrumental in enhancing sales performance and customer retention, contributing to the company’s market share growth.

Adam’s entrepreneurial spirit was evident during his time at Afkar General Trading LLC, where he founded and led the company to become a main supplier of hydroponic systems in the UAE and Oman, securing key tenders with major governmental bodies.

His earlier career includes significant achievements at Coca-Cola, where he implemented the RED (Right Execution Daily) system, launched new beverages, and restructured routes to enhance market share. At PepsiCo, Adam devised and implemented structures for the self-service channel and managed the overall trade marketing portfolio, significantly enhancing sales team capabilities and product visibility.

Adam holds a BA in Economics from the American University of Cairo. His dedication to strategic planning, market research, and team leadership positions him as a key driver of business growth and development at Gulfco.

Walid Mahmoud is an experienced FMCG sales leader with over 15 years of expertise in channel management, sales strategy, and market development across the Middle East. As Head of the MARS Division at GULFCO, he is responsible for driving the growth and in-market execution of one of the company’s key international brand partnerships across the UAE.

Walid brings extensive experience in managing multi-channel sales operations, with a strong focus on strengthening distribution coverage, developing joint business plans with retail partners, and delivering high standards of execution across modern trade and traditional trade environments. Prior to joining GULFCO, he held senior commercial roles within leading FMCG distribution organizations in the region, working with globally recognized brands and leading high-performing sales teams.

Known for his customer-centric approach and strong commercial acumen, Walid combines strategic planning with hands-on leadership to drive sustainable brand growth and strengthen retailer partnerships. At GULFCO, he plays a key role in advancing the company’s commitment to execution excellence and delivering strong results for its brand principals.

Walid holds a bachelor’s degree in advertising and marketing from Notre Dame University – Lebanon.

Refaat Abou Zaki is a seasoned professional boasting 20 years of remarkable sales leadership within the FMCG industry. Refaat has showcased his prowess in retail merchandising, marketing, and sourcing. Leveraging his extensive expertise in managing FMCG brands, he aligns strategic goals with company objectives, maximizing sales volume, value, distribution, and profit through resource efficiency. His track record in operational excellence and organizational development makes him an invaluable addition to the Gulfco team.

Refaat excels in bolstering organizational capability across structure, operations, and brands. Collaborating closely with cross-functional teams, he drives sales and distribution across the modern trade channel. Previous roles at Masafi LLC in Dubai and Majid Al Futtaim Hypermarkets across Oman and the UAE saw Refaat successfully restructure the sales team, develop comprehensive business plans exceeding sales targets, orchestrate commercial strategies, lead supplier contract negotiations, and manage significant business operations, contributing to substantial revenue growth and market expansion.

Refaat is known for his strategic planning, critical thinking, and ability to lead teams effectively. His skills encompass ROI analysis, data analytics, and inventory control, With a keen focus on bottom-line profits, among others. He is proficient in crafting and executing commercial strategies for multi-million AED businesses, ensuring long-term goals are realized.

Refaat holds a Diploma in Corporate Business Management and has completed numerous online certifications in areas such as digital marketing, data analytics, and strategic thinking.

Refaat’s strategic approach, comprehensive understanding of key business elements, commitment to excellence and his ability to drive dynamic business results, align perfectly with Gulfco’s values and mission.

Samir Wajih Ghadieh is an experienced commercial leader with more than two decades of expertise in FMCG operations, trade marketing, and financial management. As Commercial Manager at GULFCO, he oversees the commercial performance of key international and regional brands, working closely with principals and internal teams to drive market growth and strengthen brand execution across the UAE.

Samir plays a central role in developing and implementing commercial strategies across all trade channels, including modern trade, traditional trade, HORECA, and e-commerce. His responsibilities span trade marketing planning, supplier partnership management, sales performance monitoring, and the execution of annual business plans that support both brand development and market expansion.

With a strong background in accounting and financial analysis, Samir brings a disciplined, data-driven approach to commercial decision-making. He works closely with finance, supply chain, and sales teams to ensure effective execution and sustainable growth for the brands under his management.

Samir holds a Bachelor of Science in Accounting from Al-Al Bayt University – Jordan.