• Main POC between FRESHLY, Corporate Franchisee & 53 Individual Franchisees• Managed business of 200M PKR monthly via 23 Retail Franchises & 4 Wholesale Hubs • Operational Regions include Lahore, Sahiwal, Rawalpindi & Bahawalpur• Expanded network across Punjab Province with 53 new individual franchises in H2 2023• 100% corporate franchisee sales dependence brought down to 50% through expansion• Achieved 1.2 Billion PKR gross sales by Aug-23; demonstrated 8% growth in H2 2023 vs H1• Reduced delivery cost by 0.8% through optimization of ordered stock value and routes• Initiated use of CRM ordering tools and 1% buyer incentive raising share of wallet• Involved in Cross-Functional liaison; managed team of 4 Zonal Managers & 8 Supervisors• Oversight of 70M credit limit for transactions with corporate franchisee for 23 shops

• Posted in Lahore North as Area Business Manager for volume exceeding PKR 130M monthly• Led a team of 18 Order Bookers and 2 Territory Sales Managers• KPAs included: GMV, NMV, MOV, AOV, LPB, Category Mix, NR & CM Positivity• Delivered NMV growth of 12% & 16% in Q4-22 & Q1-23 respectively• Prioritized retail-customer acquisition via in-app strengths and customer management• Acquisition led to 21% growth in Retailer Count with addition of 500 new customers in 2Qs• Improved: MOV from 3K to 5K, AOV from 6.5K to 8K, LPB from 5 to 8, through retention• Collaboration with Commercial, Last Mile, Product & Marketplace teams to increase NR• Held Customer App-Training sessions for unassisted growth, aiding customer success• Initiated Map Rationalization & Pilot Runs in alignment with 2 warehouse locations for reduction of delivery costs across Lahore Region; routes became 1.3% more efficient• Retail focused approach for 1.5% better margins; reduced Market Coin Spend by 0.7% through utilization of accrued cost to optimize order values; closest to CM2 positivity by Q1-23 in Region

• Placed in Trade Marketing Division as Regional TM Manager; Reported to RSM Multan Region, National Channel Manager & Head of Trade Marketing• Spearheaded Trade Star (TS) Program, consisting of 1500 Key Accounts (Modern & General Trade) with PKR 60M monthly sales and allocated budget of PKR 3M for shelf rents & brand activations• Managed Route-To-Market operations alongside 5 ASMs & 15 TSMs for 15 major territories & distributions including Multan, Sahiwal, Bahawalpur, Burewala & DG Khan in South Punjab• KPAs included Sales Growth, MSL, CTS, Brand Activations, Merchandizing• Led channel-specific trade campaigns with B2B partners through regular POS visits ensuring brand presence, visibility and availability via impactful in-store planning strategies• Supervised 27 Merchandisers spread across the region for merchandizing, planograms along with safekeeping and deployment of POSM (Point of Sale Materials)• Oversight of Distribution Operations including stock management, invoicing and efficient delivery• Responsible for maintaining customer relationships; conducted Market Intelligence Research to identify key opportunities and collect insight about competition’s activities• Key initiatives for TS Program include: complete restructuring to bring forth standardization, introduced controls to minimize Cost-to-Serve (CTS) and maximize growth; Redesigned the Must Stock List (MSL) as per recent sales trends and company objectives• Achievements include (Dec-21 vs Aug-22): MSL improved from 88% to 96%, CTS reduced from 8.1% to 5%, TS Program stood at 36% YTD GOLY (Highest in Pakistan), highest-ever sales achieved by the region in Aug'22

• Integral part of Vendor Growth, accountable for Vendor Account Management (B, C & D Category) • Delivered vendor-focused tailored solutions to amplify platform presence and stimulate growth• Extended outreach to high-potential vendors to identify growth opportunities• Successfully upsold advertising services, generating 1M+ PKR in non-commission revenue monthly• Pushed vendors for data-driven decision making, with business analytics for fast-track growth• Utilized pricing strategies, cash-back deals, targeted-marketing campaigns to drive customer flow • Delivered exceptional after-sales service; accommodated requests & claims for vendor retention• Committed to customer success; with focus on converting these vendors into Key Accounts• Managed a diverse portfolio of 150 vendor accounts across 8 cities including KLI & 3 provinces• Maintained a notable 5% conversion in last 2 months with 11 accounts successfully converted• Team-leading lowest vendor churn rate of 3% per month• Proficiently used Google Workspace, Tableau, Salesforce & various dashboards