Burhan Rasool Email & Phone Number

Lahore, Punjab, Pakistan

I lead efforts to enhance brand visibility, drive sales growth, and improve market share within the Modern Retail (MT) channel. I work closely with key stakeholders to execute strategic trade marketing plans, targeted activations, and consumer promotions, ensuring measurable results.Key Responsibilities:• Trade Marketing Strategy: Develop and execute plans to boost Lotte's visibility, share of voice (SOVI), and category performance (SOCVI) in the Modern Retail channel.• Promotion Analysis: Conduct pre- and post-promotion analysis to measure success and refine future strategies.• Outlet Activations: Increase product displays and visibility through targeted in-store activations and promotional efforts.• Stakeholder Collaboration: Build strong relationships with retail partners, distributors, and internal teams to drive marketing initiatives.• Sales Performance: Track sales data, optimize strategies, and ensure marketing efforts align with sales goals.• Training & Tools: Provide training to sales teams, create communication tools, and design operational steps for seamless execution.• Consumer Engagement: Design and implement innovative, occasion-based promotions to drive consumer interaction and brand loyalty.• Research & Insights: Conduct consumer research and leverage third-party insights to identify new growth opportunities.This role allows me to contribute directly to Lotte's growth by delivering effective trade marketing strategies, executing impactful promotions, and building lasting relationships within the Modern Retail channel.

Pakistan

I was responsible for driving retail market expansion and ensuring the effective execution of sales strategies. My role focuses on optimizing performance, maintaining compliance, and managing assets to enhance Coca-Cola’s presence and market share.Key Responsibilities:• Market Growth: Improve product availability, visibility, and market share at key retail outlets.• Performance & Compliance: Drive sales KPIs, ensure call compliance and monitor distributor and SKU/invoice standards.• Asset Management: Oversee the strategic placement, maintenance, and compliance of Coca-Cola coolers in retail outlets.• Distributor & Retailer Relations: Build strong relationships with distributors and retailers to ensure smooth operations and product distribution.• Audit Compliance: Ensure retail and distributor operations meet Coca-Cola's audit standards, maintaining market integrity.• Team Development: Lead training sessions for order takers to improve service quality, accuracy, and efficiency.By combining market development, asset management, and team training, I help ensure Coca-Cola's products are consistently available, visible, and compliant, driving long-term retail success.

Pakistan

As a Sales and Services Specialist at CCI, I monitored and tracked key sales performance metrics through the Green (Sales Force Effectiveness) and RED (Right Execution Daily) reports. These reports played a critical role in assessing sales KPIs and outlet execution excellence to ensure the optimal performance of Coca-Cola products across all retail channels. My role involved generating insights from these reports and conducting monthly performance reviews with key stakeholders.Key Responsibilities:• Green Report Management: Tracked and analyzed sales KPIs such as Call Completion and Strike Rate, providing insights into the effectiveness of the sales force.• RED Report Monitoring: Measured the execution excellence of retail outlets, focusing on key factors such as Cooler Fullness, Purity, and Share of Visibility (SOVI) to ensure Coca-Cola products were optimally displayed and accessible to consumers.• Performance Reviews & Reporting: Conducted monthly performance reviews, sharing insights from Green and RED reports with key stakeholders and ensuring the timely implementation of corrective actions.• Net Buyer Health Monitoring: Regularly assessed the health of net buyers by tracking sales trends and outlet performance, ensuring sustainable growth, and identifying opportunities to drive further sales.• Incentive & Posting Management: Monitored Distribution Incentives and posting accuracy, ensuring alignment with financial targets and coordination with the finance team to track and report sales-related activities.• Collaboration for Annual Business Plans: Worked closely with the finance and sales teams to support the creation of the Annual Business Plans, ensuring alignment between business objectives and execution strategies.

Pakistan

As a Signage and Activation Executive at CCI, I managed the execution of both indoor and outdoor signage across General Trade and HoReCa channels to drive brand visibility and support sales initiatives. I ensured all signage deployments were executed on time, compliant with brand standards, and aligned with Coca-Cola’s marketing objectives. My responsibilities also included managing tax payment resolutions and ensuring adherence to local regulations.Key Responsibilities:• Signage Execution: Managed high-quality signage deployments at retail and HoReCa locations to enhance brand presence.• Campaign Coordination: Oversaw both indoor and outdoor activation campaigns, ensuring timely execution and optimal placement.• Tax Compliance: Handled the resolution of tax payments related to executed signage, ensuring full regulatory compliance.• Brand & Regulatory Compliance: Ensured all signage adhered to Coca-Cola’s brand guidelines and local regulations.Additionally, I led the "Coke Club" Retailer Engagement Program in Sialkot, a nationwide initiative aimed at boosting sales through performance-based incentives for retailers. The program contributed significantly to Coca-Cola’s growth and retailer loyalty, running successfully for over 9 years.Key Achievements:• Spearheaded Coke Club in Sialkot, contributing to the program’s ongoing success and nationwide impact.• Drove retailer engagement and loyalty by linking sales targets with targeted incentives.• Successfully launched a Merchandising Program, collaborating with a third-party agency to ensure compliance with in-store display standards, boosting visibility and sales at the retail level.• This role enhanced my skills in project management, sales program leadership, vendor management, and cross-functional collaboration while driving tangible business results.

Pakistan

As a Cold Asset Executive at CCI, I was responsible for efficiently managing and optimizing Coca-Cola’s cold chain assets, specifically focusing on coolers. My role involved overseeing the entire lifecycle of coolers, from deployment (cooler injection) to retrieval, ensuring that assets were stored, maintained, and tracked with the highest accuracy and efficiency.Key responsibilities included:• Cooler Injection & Retrieval: Coordinating the deployment and collection of coolers to and from customer locations, ensuring timely and accurate deliveries.• Warehouse Management: Overseeing the warehousing of coolers, maintaining an organized inventory, and ensuring proper storage for easy retrieval.• Repairable Cooler Management: Monitoring and managing the repair process for coolers that required servicing, ensuring minimal downtime and optimal performance.• SAP Integration: Managing cooler data through SAP to ensure accurate asset tracking and reporting, and aligning warehouse activities with system updates.• Compliance & Performance: Ensuring adherence to all company compliance standards and optimizing cooler throughput by meeting per-door performance targets, contributing to overall operational efficiency.