Hello, I’m
Mustapha
Suliman
Commercial & Marketing Leader
Building growth engines across retail, digital and e-commerce.
experience
Marketing that understands the business.
My career started on the sales floor: learning how customers buy, how distributors think, and how products move through a market. From field sales and distribution in Egypt I moved into trade marketing, key accounts, brand, and then digital and e-commerce leadership in Saudi Arabia.
Today I lead marketing, digital, e-commerce, retail oversight and customer service for The Body Shop in Saudi Arabia. I decide what to promote by reading sales, stock, customer and competitor data together, then build the campaign, the content and the channel plan to move it.
Measured where it counts
Five case studies
Each one states my role and whether the work was executed or remained a plan.
Seven companies, one commercial education
Each move added a business function: distribution, field sales, trade marketing, key accounts, commercial management, then digital and e-commerce.
- 5+ dealer and customer events with 500+ attendees each. At those specific events, participating customers recorded sales uplifts of 100–400%.
- A summer water-heater campaign reached about 45% of the product’s typical winter-season sales volume, moving stock outside its natural season.
- Achieved 100–110% of the monthly target consistently, including 110%+ for the final three consecutive months.
- Grew the new-client base by about 10% in the first three months.
- Raised slow-moving products from about 3% to about 7% of monthly sales.
Made in-house, script to edit
AI-generated CGI-style ads, cinematic films and in-store campaign content. Each film lists my exact role.
A commercial operating model
Understand
Market, customer, competition
Diagnose
Sales, stock, product performance
Prioritize
The commercial opportunity
Build
Offer, campaign, content, channel
Execute
Retail, digital, e-commerce, trade
Measure
Sales, margin, movement
Optimize
Repeat, adjust, scale
What I bring to the table
Commercial & sales
Sales strategy, business development, dealer and distributor development, territory expansion, key accounts, negotiation, pricing
Marketing strategy
Brand strategy, integrated campaigns, product launches, market and competitor research, buyer personas, partnerships and CSR
Performance marketing
Meta, Google, TikTok and Snapchat Ads: campaign setup, audience targeting, budget optimization, KPI reporting
E-commerce
Magento 2 store ownership, online promotions, marketplace expansion, CRM and customer service coordination
Creative & AI production
Concepts, scripts, direction, filming, AI image and video generation, editing, campaign key visuals
Leadership & analytics
Team leadership, executive reporting to local and UK head office, sales and campaign analysis, cross-functional work