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Kareem Kilany

A resilient and high-energy Executive with exceptional analytical horsepower and proven success in building a multimillion-dollar e-commerce and retail business from the ground-up. Leveraging a rigorous academic training as an Aerospace Engineer, I bring ambition and logic to the resolution of organisational problems, defining and articulating clear solutions that the whole team can take accountability in delivering.

Practised in overcoming start-up challenges, I lack the fear of failure inhibiting many leaders – empowering calculated risk taking and complete commitment in building, scaling and evolving commercial strategies, sales models, operational structures and supply chains.

I’ve got an unusual background. Trained as an Aerospace Engineer (yes, Rocket Scientist!), I bring a very unique perspective to business that has been invaluable in driving true market analysis and strategy creation, firing up continuous improvement and cooling the emotional flares faced in every-day management. Complemented by high drive, enormous energy and a sense of urgency that drives rapid delivery, I’ve found key strengths in both strategy and people leadership.

Always focused on pushing my own professional development as a leader, I have almost completed my Executive MBA to hone these skills and take them to the next level. To further develop my skills in decision making, the legal aspects of directorship and strategy, I have also recently completed and graduated from the AICD Company Director's Course.

Skills:

  • Online-
  • Marketing-
  • Management-
  • Finance-
  • Governance-
  • Web & Online Marketing-
  • Sales-
  • Planning-
  • Exit/Succession-
  • HR-
  • Import/Export-

Industries:

  • Wholesale trade-
  • Web & Online Marketing-
  • Transport, postal and warehousing-
  • Retail trade-
  • Administrative and support services-
  • Manufacturing-
  • Franchising-
  • Education and training-

Primary Locations:

  • Melbourne East-
  • Melbourne CBD-
  • Melbourne South East-
  • Melbourne North-
  • Melbourne North West-
  • Melbourne South-
  • Melbourne West-

Current Occupation:

SBMS Mentor and Business owner

Detailed CV:

KEY ASSETS

  • E-commerce Strategist & Digital Business Builder, scaling a B2C business into a multimillion-dollar success by pivoting strategic vision and focusing on continuous change;
  • Well-rounded Executive Director, specialising everything Digital (Strategy and transformation) as well as performing the roles of CTO, CIO, CFO and CMO to propel the rapid development of an online business with clear points of competitive differentiation;
  • Innovator and visionary, employing ahead-of-the-curve digital and social media strategies to drive above industry performance in online conversion (6%) and customer retention (50%);
  • Success pioneering and leading execution of integrated, omni-channel marketing strategies including mobile-enabled website and sector-first loyalty program launches. 

 

 PROFESSIONAL EXPERIENCE

Founder & Managing Director                                                            2010 – Dec 2017

Supps R Us

Supps R Us is Australia’s leading Sports Nutrition retailer. Founding the company in 2010 before moving into the role of MD in 2011 full-time, I have built the company from zero to peak at revenues of $10M, with a thriving online store and three bricks-and-mortar retail outlets across Melbourne.

  • Self-directed leadership role, building a multimillion-dollar online and retail business centred on ‘personalised’ experience, targeting the sale of sports nutrition to the gen. pop. segment;
  • Conducted extensive market and competitor research and analysis to identify and crystallise a viable opportunity and winning value proposition appealing to the consumer market;
  • Drove end-to-end financial management, using self-funded seed capital of $5000 to kick-start the business, carefully reinvesting profit back into the business to accelerate scale;
  • Shaped GTM (go-to-market) plan from initial concept through to operationalisation, initially retailing product via online marketplaces (eBay) before diversifying channel sales strategy;
  • Scaled business over a period of 7 years, leading resource planning, recruitment, training and development and creation of a high-performing culture peaking at 23 employees;
  • Directed the execution of integrated omni-channel digital, online and social media marketing strategies and campaigns using Agile Methodoligies, including an industry-first loyalty program and targeted e-mail marketing;
  • Leveraged and implemented cutting edge strategies (incl. UX design and site navigation), and the development of influencer (brand ambassador) marketing programs via social media;
  • Directed the end-to-end launch of 2 new websites with strategic partners, driving ongoing Agile development, mobile-enablement and the development of interactive content (video);
  • Project managed the opening of 3 bricks-and-mortar retail outlets and 1 key warehouse and distribution facility, from leasing negotiations, 6-figure fit-out/renovation through to launch;
  • Maximised buying power, margins and credit facilities through building strategic partnerships with key suppliers premised on win: win business outcomes;
  • Oversaw all 3rd party engagement and relationships, leading negotiations with insurers, real estate agents, accounting firms, tax advisers and banking partners;
  • As Company Director, oversaw corporate governance, risk management and the creation of risk registers, filing of statutory returns, and compliance with relevant legislation.

 

Achievements

  • Grew the business from $5000 initial investment to a $10M t/o business with 23 employees, singlehandedly building a business that took and retained market share from competitors;

Tapped into key consumer misgivings about online shopping to formulate a customer-centric brand with superior pre-, during and post-sales customer service processes;

Identified a gap in the market for selling supplements to the general population, shaping a brand message that focused on health and wellbeing as opposed to ‘body building’’;

Created a culture premised on ‘solving’ customer needs and creating a highly personalised experience, resulting in exceptional client retention (50%);

Developed a pioneering online strategy that delivered above average customer conversion (6% against an industry average of 3%), via mantra of ‘personalisation’ and UX expertise;

Propelled use of cutting edge marketing strategies including influencer marketing, building an extensive brand ambassador network to elevate brand awareness and reach

  • Recognised as #30 in the BRW Fast Starters in 2014, in only year three of business, behind other key players including Temple & Webster and Vinomofo;
  • Project managed key CAPEX initiatives including $200K fit-out of the first retail outlet;
  • Engineered and implemented first-to-market services such as same day delivery, building a strong sense of competitive differentiation & raising the bar in terms of customer experience;

Qualifications:

  • Bachelor of Engineering (BEng), Mechanical, Honours, Monash University – 2008
  • Company Director’s Course, Australian Institute of Company Directors – 2018
  • Executive MBA, Business Administration and Management, General, Melbourne Business School – 2018
  • Masters in Digital Marketing, Digital Innovation and Strategy, University of Salford - 2018

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