At Unilever, I served as an Intern in Customer Strategy & Planning, where I was instrumental in analyzing competitive trade activities and recommending strategic actions through Net Revenue Management (NRM). I collaborated closely with major retailers, including Walmart, Loblaws, Metro, Sobeys, and Costco, to ensure seamless execution of in-store activities. Additionally, I developed omnichannel assets for new product launches in the Knorr and Hellmann’s portfolios, contributing to a cohesive customer strategy and enhanced product visibility. This experience deepened my skills in data-driven decision-making, stakeholder collaboration, and effective product positioning.

At L’Oréal, I worked as an Assistant Key Account Manager, where I negotiated trade terms and drove Joint Business Plans (JBP) for the Skin Care, Hair Care, and Makeup categories with major retail partners like Carrefour and Metro. I achieved a 40% year-over-year growth across all categories by implementing integrated marketing strategies and overseeing category projects from concept to execution. Additionally, I collaborated with the Category and Finance teams to revamp the Modern Trade business, capturing a 50% share of shelf space. Through in-depth analysis of EPoS data and shopper insights, I improved in-store visibility and elevated the overall shopper experience. This role honed my skills in strategic account management, data analysis, and market growth initiatives.

At Coca-Cola, I held the role of Trade Marketing Specialist, where I managed a $350M CAPEX portfolio, driving strategic initiatives that boosted sales volume by 28% year-over-year. I pioneered an innovative marketing toolkit, resulting in $500K in savings, and developed new mechanics for the Coke Club loyalty program, which increased in-store share by 13%. Leading an 11-member team, I focused on customer-centric sales growth and category development, leveraging customer insights and data analysis to shape impactful trade marketing strategies. This experience strengthened my expertise in trade marketing, team leadership, and data-driven decision-making to drive tangible business results.

In my role as E-Commerce Lead at Coca-Cola, I developed and executed the digital strategy for the Pakistan region, capturing a 60% e-commerce market share and increasing profitability by 62% through Net Revenue Management (NRM). I leveraged behavioral insights and online trends to boost sales volume, launching successful promotions and Through-the-Line activations. My initiatives transformed partnerships with key e-tailers like Daraz.pk (an Alibaba subsidiary) and expanded reach by 2x year-over-year. I also introduced the Under the Label (UTL) pack across e-retail platforms, achieving 22% growth over baseline, and launched Coca-Cola as the first beverage brand on UberEats in the region, resulting in a 21% surge in transactions. This role honed my skills in digital strategy, cross-industry collaboration, and e-commerce growth.