COMMERCIAL EXPERIENCE PORTFOLIO

Samer El Chemaly

Commercial & Market Development

FMCG · Foodservice · Distribution · B2B · Market Entry · Product Development

15+ years across commercial growth, products, customer development and distribution, with recent market-development work in Québec and Canada/North America.

Québec market development today→Canada & North America market entry→FMCG commercial leadership foundation

SELECTED COMMERCIAL EXPERIENCE

Market development & market entry, backed by commercial leadership.

Recent work in Québec and North America demonstrates market development and market-entry capability; earlier FMCG/CPG leadership provides the commercial operating foundation behind it.

CURRENT / RECENT CAPABILITY

Market Development & Market Entry

Two distinct mandates demonstrating how I identify opportunities, enter markets, test propositions and build commercial traction in Canada and North America.

2025–Present · Montréal, QC, Canada

Market Development Manager

HORECA & Co.

Foodservice tableware distributor developing RAK Porcelain in Québec and Eastern Canada.

Québec Market Development

Built and led a direct-market activation strategy, HubSpot CRM structure, targeted product pilots and field adaptation while guiding two sales representatives.

205 mapped148 contacted94 samples14 new accounts

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2022–2025 · Canada & North America

Business Development & Market Entry

FITEX

Textile manufacturer developing Canadian and North American opportunities across fabrics, knitting and finished apparel.

Canada & North America Market Entry & Product Development

Connected manufacturing capability with market demand through benchmarking, product definition, prototype development and business development.

30+ companies researched2 Canadian clients1 factory visit

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COMMERCIAL FOUNDATION

Commercial Leadership

Long-term FMCG/CPG operating experience across growth, portfolio, pricing, distribution, team leadership and business adaptation.

2007–2022 · Lebanon

Commercial Director

Chemaly for Marketing & Trade

B2B FMCG/CPG distribution company serving retail, HORECA/caterers and institutional customers.

Commercial Leadership & FMCG Growth

Scaled distribution while expanding imports, own CPG/private-label products, key-account strategy and institutional solutions.

US$1.5M → US$7M+ revenue~20 employees~350 active accounts

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RECENT CLIENT PROJECT · 2026

Applying FMCG experience to automation and commercial control.

A live client implementation that turns a supplier-invoice photo or scan into ERP-linked purchasing, cost and margin visibility within seconds.

Independent FMCG/CPG client project · Live since Aug. 1, 2026

Intelligent Invoice-Processing Workflow

Confidential FMCG/CPG distribution client

Designed and implemented a live intelligent invoice-processing workflow that turns supplier invoice photos/scans into ERP-linked purchasing, cost and margin visibility within seconds — without waiting for manual ERP upload and line-by-line comparison.

Multilingual matching · Unit normalization · VAT · Discounts · Currency · Margin control

Cross-matches multilingual supplier descriptions — including new items and the same SKU from different suppliers — then flags cost, margin, supplier, pack/size, discount, free-goods, VAT and currency changes against ERP and purchase-history data.

Live production workflowCross-supplier SKU matchingInvoice-to-margin visibility in secondsCommercial changes flagged automatically

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