THE BUYING TABLE
Margin lost
before arrival.
Passive vendor renewals, uncollected back-margins and unstructured rebate tiers erode profitability before inventory reaches the warehouse.
LANDED-COST EROSION
INDEPENDENT COMMERCIAL ADVISORY LEVANT & GCC
Find the margin.
Free the cash.
We uncover the value lost between supplier negotiations, warehouse floors and retail shelves, then build the commercial systems to recover it.
OPERATOR-LED, NOT SLIDE-LED / BUILT FOR REAL-WORLD EXECUTION
MTA / OPERATING SYSTEM
ONE CONNECTED
COMMERCIAL ENGINE
COMMERCIAL ENGINE
UPSTREAMCommercial
MIDSTREAMOperations
DOWNSTREAMRoute to market
MARGIN / CAPITAL / EXECUTION
SCROLL TO DISCOVER
MERIDIAN TRADE ADVISORY
30+Years of P&L and operational leadership
5,000+SKUs across complex commercial portfolios
Odoo & B2BDigital transformation and sales execution
Levant / GCCRegional commercial operating experience
THE COMMERCIAL REALITY
The biggest losses
rarely look like losses.
They hide in ordinary decisions, such as an unchecked rebate, a slow-moving SKU, or a route that costs more than it earns. We look where the numbers and operations intersect.
Margin lost
THE WAREHOUSE
Capital sitting
on the shelf.
Dead stock, slow movers and dispatch bottlenecks increase holding costs and extend the cash conversion cycle.
TRAPPED LIQUIDITY
THE FIELD
Volume without
contribution.
Field incentives focused on sales volume instead of strike rate, net margin, drop-size economics and collections drive up cost-to-serve.
HIGH COST-TO-SERVE
THE RETAIL SHELF
Trade spend
without return.
Weak drop-size economics in Traditional Trade and unmanaged listing or promotional fees in Modern Trade reduce net product margin.
TRADE SPEND BLEED
THE MTA DIAGNOSTIC
From the symptom
to the solution.
Select an operating stage to see the financial impact and how MTA approaches recovery.
THE SYMPTOM
What we see.
Passive annual contract rollovers, unclaimed tiered rebates, and unmonitored SKU proliferation.
THE IMPACT
What it costs.
Gross margin erodes before inventory even lands; working capital gets locked in the bottom 30% of slow-moving SKUs.
OUR INTERVENTION
What we change.
MTA audits vendor trade terms, enforces ABC Pareto SKU rationalization, and builds a strict landed-cost pricing model.
OUR EXPERTISE
One business.
Three connected disciplines.
We work across the complete commercial value chain, because a gain in one department means little if it is lost in another.
UPSTREAM / COMMERCIAL & VENDOR
Strengthen the buying table.
Supplier contract re-engineering, margin architecture, portfolio rationalization and category decisions that protect profitability from day one.
WHAT WE DELIVER
Vendor profitability matrices, renegotiated rebate structures, ABC Pareto SKU analysis and landed-cost pricing calculators.
MIDSTREAM / OPERATIONS & TECHNOLOGY
Put working capital to work.
Warehouse slotting, cash conversion, operational productivity and ERP-enabled processes that turn complexity into control.
WHAT WE DELIVER
ERP and B2B ordering workflows, inventory and dead-stock protocols, dispatch improvements and workforce optimization blueprints.
DOWNSTREAM / ROUTE TO MARKET
Make every route count.
Route economics, field execution, sales incentives and disciplined trade investment designed around profitable, collectible growth.
WHAT WE DELIVER
Restructured territories, KPI scorecards tied to net margin and collections, improved DSD and van-sales models, and structured Modern Trade JBPs.
HOW WE ENGAGE
Advice is useful.
Execution is everything.
Three ways to work together, each designed around a clear operating need and measurable business impact.
ENTRY MANDATE
14 days
Commercial
Diagnostic
A confidential operational audit identifying leaks across supplier terms, inventory, field routes and workforce structure.
- SKU Pareto & dead-stock audit
- Rebate & landed-cost gaps
- Route strike-rate baseline
- Board-ready 90-day roadmap
CORE EXECUTION
Ongoing
Fractional
Commercial / GM
Principal-led execution embedded with your team, driving commercial restructuring, digital transformation and governance.
- Vendor negotiations & JBPs
- ERP & B2B portal deployment
- Sales & collection cadence
- Incentive & workforce redesign
TARGETED DELIVERY
30 to 90 days
Turnaround
Sprints
High-intensity intervention to resolve one critical bottleneck without disrupting your ongoing commercial operations.
- Warehouse & CCC acceleration
- DSD route & commission overhaul
- B2B catalog & digital launch
- Organization & payroll efficiency
WHY MTA
Built by an operator.
For operators.
Not theoretical consulting. Direct, principal-led commercial architecture shaped by 30+ years of P&L and operational leadership.
From high-velocity F&B to nationwide FMCG distribution, multi-branch retail and q-commerce, MTA brings board-level discipline to the buying table, warehouse dock, ERP workflow and field sales route.
Meet the principalMTA / OPERATING PRINCIPLES
Principal-led execution
The person shaping the strategy is accountable for implementation.
Cash and margin first
Working capital, net contribution and collections above vanity revenue.
Technology with purpose
Systems that simplify operations and scale output, not headcount.
Field-deployed outcomes
Operational SOPs, live workflows, vendor terms and measurable KPIs.
START A CONVERSATION
What is your
business leaving
on the table?
Let's look at the numbers behind your commercial operation and find a sensible starting point.
Arrange a confidential briefingDIRECT / PRINCIPAL-LED
JOHNNY EL ABED
Managing Partner
Meridian Trade Advisory