Adeel Rasheed Email & Phone Number

Karachi , Sindh , Pk

Karachi, Sindh, Pk

Creating excellence in HR

Blackfriars, London, Gb

Leading a team of 30 people to manage a $700mn plus business for Unilever Pakistan. I am responsible for ensuring long term and short term P&L delivery for the business managing it throug leading the following areas:1- Lead Sales and operational planning for the business for 16 quarter view2- Tactical and strategic trade plans3- Channel and shopper marketing 4- Trade execution of all innovatons and brand projects

Leading the Home Care business for Unilever Pakistan with complete P&L responsibility.1- Helped land tactical and strategci plans that lead us to become market leader for first time in Laundry in Pakistan2- Managed a cross functional team to deliver the leadership gain plus planned targets for the biggest category and brand of Unilever3- Managed multilpe innovations, projects and $100mn plus budget seamlessly4- Coached and groomed team members to think and deliver beyond expectations

Managing the Walls Ice cream business with reporting to the Chief executive and business head foods and Walls

Blackfriars, London, Gb

• Handling a brand portfolio of over Euro 100mn for Africa, Middle East, Central Asia and Turkey and responsible for the strategic pricing, positioning and communication for all these countries• Managing over 10 projects spanning from new innovations in new segments, exploring sustainable agenda, exploiting country niches as well as brand and variant launches and re-launches• Initiated pricing studies for D&E countries to formulate the future pricing strategy for all countries given the increasing inflationary pressures as well as commodity prices increases effecting brand margins• Managing a multi-segment brand portfolio under CIF master brand which includes sub-segments like sprays, creams, gels, general purpose cleaners, powders and dish wash.• Responsible for landing projects in all countries OTIF, Project leadership responsibility while working with regional and country multi-functional teams to do this

Brand Manager Lifebuoy shampoo and ClearResponsible for launching Clear, Unilever's most critical project and the first mega brand launch in the last 10 years. Handling a budget of PKR 450mn and a team of 3 people to deliver a 360 degree media and trade strategy.Ensured 80% availability of the new brand in 4 weeks, making it more distributed than Sunsilk.Formulating war game strategies to counter all of P&Gs responses to Clear's launch.Complete bottom line responsibility of both the brands delivering (250% more than previous year on LBS), this was done through a increase in underlying volume and price growth on LBS.Completely uplifted the LBS's image with a re-launch that was aimed at changing the brand's image and boosting the sales of bottles. In 6 months the bottle contribution went up from 30% to 50%.Migrated the brands 60% contributing SKU from a price point of Rs.1 to Rs.2 with an increase in both volume and value despite popular belief.Ensured massive trail generation activities which have helped the brand in becoming the countries top most penetrated brand taking over Sunsilk.

Led a major re-launch of Lifebuoy Shampoo, involving a complete re-engineering of the mix that resulted in 54% growth for the brand. Spear Headed the "Anti-Dandruff" variant range launch that now contributes 52% to the total bottle portfolio; this was a result of complete packaging uplift, correction in pricing strategy and a series of back to back communication campaigns.Identified a new channel to reach rural consumers which resulted in Lifebuoy Shampoo becoming the highest penetrated shampoo in the rural segment.Planned and executed the launch of the Sunsilk "Silky Straight" variant which is contributing 8% to the total portfolio in 8 months. This was made possible with the help of a comprehensive media plan, well executed activation and massive sampling drives.Managed the brand alone for 5 months during which was responsible for sales estimates, A&P budgets and all on ground activationsAssisted the brand manager in the launch of the "Natural Volume" variant which contributes 4% to the Sunsilk portfolio, my key tasks were planning and executing a successful merchandising and outdoor campaign.Responsible for On-ground implementation of Sunsilk 21st Century Woman reality show, a program of its sort for the first time in Pakistan. It has won regional activation awards and helped to uplift the brands image considerably.

On-ground implementation of LUX Style awards 2004; this is the biggest glamour event of the country and for the first and last time was hosted in Dubai. The total project spend was 40mnExecuted a successful consumer promotion in Unilever Best Foods business " Enegile ka Chiragh" which helped the brand achieve its targets in 6 monthsAssisted the Brand manager "Oral and Household care" for 4 months and also handled the brands alone in his absence of one month.Worked as Territory manager sales for 2 months in the Karachi and Islamabad region.One month induction in HR for implementing an Islamic mode of loan facility for employees.

Assistant Brand Manager Clear (Global Brand Team Bangkok)Responsible for organizing the launch activity network for a new hair brand " Clear" in 3 countries in Asia (Malaysia, Philippines and Pakistan)Planned and executed Hair Care War games for Malaysia and ChinaOrganized the global strategy alignment workshop for Clear that had representation for South America, South Africa, Russia, Europe and South East Asia.Hosted a Regional Brand Team meeting for Clear Asia/AMET

Total supply chain responsibility for industrial paints for Pakistan, this included coordination with numerous International suppliers for raw materials. 100% OTIF (On Time In Full) deliveries were achieved for those 4 months.Initiated work with suppliers in Iran for industrial paints export which is now a 20% contribution to the industrial paints business.

2003 Mba; Bba, Marketing And Finance

Mba, Marketing And Finance Minor

Sciences, Physics, Chemistry, Economics

7 As, O Level