From selling appliances one customer at a time to deciding how a whole brand meets the market at DADA GROUP.
The first thing he learned to read was a customer’s hesitation. On the sales floor at YAN Trading in Amman, Mohanad Al Khatib spent 2019 and 2020 doing the oldest job in retail: getting a stranger to walk in, and getting them to leave with something. He pulled in foot traffic. He beat his targets. Mostly, he watched, up close, the small moment where a person decides a product is worth its price, or decides it is not.
That floor is where his real subject found him. He is now part of the team that shapes how DADA GROUP’s products reach the market, and more than half of his work is product: how a thing is positioned, what it costs, where it sits, and how the people selling it are taught to talk
about it. The marketing campaigns he is also known for are the visible layer on top. Underneath sits the slower question he has been answering since his first sales shift. What makes this product the right one for the person standing in front of it?
He moved toward that question one role at a time. At Addiqa Alalia in 2020 he ran a small company’s marketing and learned to build a brand’s presence from almost nothing. At DADA GROUP from 2021, as a coordinator and analyst, he sat with the data behind what sold and
what sat, studied competitors, and used what he found to sharpen pricing and product positioning. He built working relationships with the sales channels and tuned how products were displayed, because a product badly placed is a product half-sold.
Then the work turned physical. Walk through parts of Jordan and you may have seen it without knowing his name on it: Beko branding across a storefront, the same blue logo running down the side of a delivery truck. He took products from a price sheet and a positioning study and put them where people actually live, on the wall of a shop and on the road between cities.
The part that closes the loop is the training. He came up from the sales floor, so he knows what a seller needs to hear to believe in a product. Now he builds the training and runs the hands-on
sessions himself, teaching teams the product features and the price logic, so the person on the floor can answer the same customer hesitation he once stood inside. In 2023 he formalized the
pricing side of it too, with a course in modern marketing and the pricing of products through the Amman Chamber of Commerce.
There is a neat symmetry in all of it that I keep coming back to. He started as the one person trying to convince a single customer. He is now the one who decides what that customer is offered, and what the seller will say about it. The distance he covered is real, and he covered it without skipping the floor.
He still thinks like a salesperson. He just sells to the whole market now, before anyone walks through the door. The product reaches the customer long before the customer reaches it. His job is to make sure that, by the time they meet, the answer is already yes.