Job Purpose:
The General Manager is responsible for overseeing all aspects of the business, including P&L accountability, business strategy development, execution, business growth, and product portfolio management. The role involves matrix management of functions to ensure alignment with the Emirates Bustanica strategy, adherence to EB values and culture, and effective people leadership to drive overall business success.Key Result Areas:
Lead a team across areas as diverse as precision indoor farming, product packing, inbound and outbound logistics, plant science and hygiene, quality assurance and management, marketing and promotion and sales. Lead the team to plan and deliver annual plans, but also provide guidance and assisntance to navigate immediate challenges in a proactive manner.
Provide leadership and direction to the team through clear objectives and targeted development plans to enhance performance, foster talent growth, and ensure alignment with Emirates Bustanica*s values and code of conduct. Support them in leading and developing their reporting teams.
Drive the exploration and execution of strategic opportunities for new and existing business expansion through differentiated strategic partnerships to accelerate Emirates Bustanica*s growth..
Implement a marketing strategy to promote Emirates Bustanica*s brand, enhance positioning, increase market penetration, and boost sales across targeted HORECA and retail segments, resulting in strong market presence and customer engagement.
Develop and execute the pricing strategy and develop negotiation strategies for Emirates Bustanica customers to not only drive improved revenues, but ensure improved profitability and sustained business growth.
Collaborate with internal stakeholders (Legal, Finance, IT, HR) to evaluate, negotiate, and finalize contracts covering commercial, operational, and technical aspects, ensuring compliance with SLAs and adherence to organizational principles of integrity and governance.
Develop a strategy to optimize online sales channels to implement growth strategies, improve customer experience, and expand Emirates Bustanica*s reach into new online platforms, resulting in increased revenue and market share. Closely manage these channels to ensure the brand and its products are relevant and available.
Create strong market understanding to ensure the correct product strategies are being followed to ensure the facility is optimised and delivering the right products to the market at the right time.
Analyze current and adjacent markets for insights on key players, trends, and opportunities to identify areas for growth in the HORECA and retail produce segments, driving strategic decision-making and market expansion. This includes brand and product extensions and the development of new sales segments and channels.
Establish and maintain strong relationships with Emirates Bustanica customers by ensuring consistent alignment with SLAs and SOPs, driving exceptional customer satisfaction and fostering long-term partnerships.
Develop and execute a comprehensive commercial strategy for Emirates Bustanica to achieve growth targets across HORECA and retail produce segments, resulting in optimized operations, enhanced profitability, and strengthened market position.
Continuously explore for new areas of value capture and additional revenue streams.Job Context:
The General Manager oversees the strategic and commercial operations of Emirates Bustanica, a pioneering vertical farm, ensuring alignment with the Joint Venture*s strategic goals. The role requires driving business growth across HORECA and retail segments, building strong partnerships, and ensuring operational excellence while fostering a culture of sustainability and innovation within the organization. The General Manager should be able to set a clear path towards growing revenues and capturing market share of leafy greens and other markets that Bustanica operates in.Bustanica strategic goals should reflect and contribute towards and support those of Emirates Flight Catering.Education Qualification:
Bachelor*s degree preferred or equivalent professional experience.Work Experience:
Minimum of 9 years* experience in leadership positions, with experience of a brand based portfolio of products competing at the quality end of their market and appealing to customers through relevant differentiated product attributes.
Strategic approach with a strong sales bias in the Dubai commercial market, specifically in retail and FMCG space.
Experience of the local/regional food service market is preferred.
Strong background in leading and inspiring teams to achieve business results and drive market growth.
Significant experience in engaging with local and international customers, negotiating contracts, and building long-term relationships.
Experience in implementing and managing technology solutions to optimise operations and increase efficiencies across the entire value chain.
Awareness of market trends with regards to ESG and ability to report against relevant plans and targets.
Familiarity with controlled environment agriculture is advantageous but not essential. The ability to understand engineering and horticultural concepts applied by domain experts and manage the application of them accordingly will be beneficial.Skills:
Must be knowledgeable/experienced in customer negotiations
Must be an effective communicator.
Excellent leadership, coaching, and organizational skills.
Effective problem-solving and conflict management skills.
Ability to manage financials including budgets, reporting, and forecasting.
Excellent knowledge of Microsoft Office: Word, Excel, and PowerPoint.
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