Hilal Foods (Pvt) Ltd – Senior Channel Sales Manager, Pakistan (Jun 2021 - Current)• Strategic planning involving annual budget planning at Rural program at category level with clear growth plans at customer level• Develop monthly and quarterly plans at account level with clear promotional strategy and price plan with sales• Creation and implementation of Standard Operating Procedures (SOPs) for trade marketing strategies and pricing• Oversee development of appropriate systems and policies to enable capability development of resources and enhance coverage • Support on ground sale teams in execution of activities and in achieving their sales objectives with brand values properly communicated to the customers • Develop systems and identify gaps to expand rural coverage and sales by getting on hands information via technological solutions

Hilalcare – Personal & Home CareManager Trade Marketing, Pakistan (Nov 2020 – Current)Responsible for annual trade marketing budget planning for each category and managing the trade marketing investmentsWork out value and volume targets on monthly / quarterly basis and evaluate trade marketing investments as per the Return On Investment (ROI) targets for each customer / channel growth planDrive innovation / re-launches at customer level both for listing as well as on agreed Plano-gram at distribution strategy and action planning on execution & monitoringCirculate performance communication and highlight gaps on opportunity areaWork to develop trade marketing communications which includes both traditional and digital communication

Hilalcare – Personal & Home CareSr. Regional Sales Manager, South (Sindh & Baluchistan) (Feb 2020 – Oct 2020)AchievementsResolved past issues for business partners and trade to increase YTD sales to 239%Conceptualized Local Modern Trade program to be converted to % rental from fixed rental to be implemented NationallyTrained sales team on Back to Basics concept by formulating go-to-market strategies and focusing on Modern Trade via displays, General Trade via availability & productivity and penetrating Wholesale channelWork closely with the Management, Operations and Trade Marketing to develop local Sales and Marketing Strategies for growthProvided training, coaching, follow-up and development of sales representatives in all phases of their work including career development

BIC – Shavers & LightersCountry Manager, Pakistan (Jul 2017 – Jan 2020)AchievementsSuccessfully grew BIC business for Shaver at 10% and Lighter at 40% whilst ensuring Pakistan business to grow for Shaver at 5% and Lighter at 160%Devised effective Channel strategy based on market intelligence, focusing on all channels including Retail, Wholesale and Modern Trade by formulating go-to-market strategies and focusing on Modern Trade via displays whereby increasing their market share from 10% to 24%Expanded Female Shaver footprint to increase market share from 15% to 35%Successfully achieved the sales and profitability targets established by BIC whilst ensuring sustained in-market out performance and profitability P&L share and responsibility for shaver and lighter categoryAnalyze the external market environment and develop effective marketing plans and actions to fulfill long and short-term objectives for customer service, profitability and market share development.

Duties• Increased shipments from 37 in fiscal year 2015 to 40 from February to July 2016• Revenue growth from $ 18,000 in the fiscal year 2015 to $ 30,000 by June 2016 end• Strategically set short term and long term goals with other partners for the company by making decisions on product purchase, buying & selling rates and payment plans approvals for customers to ensure smooth operations. • Measured effectiveness and efficiency of operational processes for the delivery of timber which involved lining up with vendors for all documentation, tracking shipments and coordinating with all concerned parties• Continuously managed and updated market rate knowledge of different products, sizes and treatment from customers to make informed purchase decisions. • Maintained financial ledgers for all imports and subsequent payments by customers. Credit monitoring and payment plans from customers routinely updated for regular financial planning.• Conducted regular data analysis and presented to the partners for clear understanding of past ordering trends and future potential leads • Presented new ideas and cash flow strategies to partners for regularized ordering by identifying gaps and leakages in the payment procedure to maximize profits • Cofounded the partnership company completing all legal requirements singlehandedly for smooth operations• Routinely carried out verification of all documents and subsequent preparation of documents for customs and customers • Identification and quick resolution to problems in logistics, documentation and accounting• Acted as a liaison between company and customers for quality assurance of timber being imported

Zulfiqar Industries Limited – One of the leading FMCG groups in the countryRegional Sales Manager – South (Sindh and Baluchistan) (May 2013 – Feb 2015)Winner of Asad Ali Shah Award 2013 for outstanding performanceAchievementsAdvanced Rural Growth by 6% and Urban growth by 2% for 2014Increased Business in Modern Trade from 9% to 12%, General Trade from 18% to 24% while decreasing Whole-Sale contribution from 27% to 23%Implemented Retail drives and increased Effective Route Coverage from 48% to 65% by increasing shops from 15,000 shops to 18,000 shops in Region

Increased targeted sales through implementation of a reorganized distribution portfolio and realigned distribution territories for deeper market penetration.Duties• Effectively manage the dairy and juices portfolio in Karachi region, supervising 3 distribution unitsfor smooth operations and issue resolution, streamline the processes for better transition of Supply • Reorganize distributor modalities to maximize coverage and increase efficiency of distribution channel• Lead and manage a team of 40 spot sellers and order bookers; primary responsibilities include Dual Distribution Target Setting, Performance Monitoring and ROI justification• Overlook General Trade, constituting of 43% of Karachi Business, Retail and Wholesale Channels over a geographical area of 60% of Karachi• Efficiently manage budgeting and control of trade offers and discounts for increased market penetration• Ensure quality and success of sales effort by setting sales goals, defining sales roles and territories and establishing trainings on “Team Building”, “Motivation”, “Out of Box Thinking” and “Creative Solutions” between Order Bookers, Salesmen and Spot Salesmen and other stakeholders

Successfully rose to the top 1% of the company in sales and revenue generation exceeding monthly goals and averaging over 108% of the plan consistently as Area Sales Manager for the company.Duties• Increased revenues by 30% by successfully handling 8 main Distributions and 8 Sub-Distributions, covering 70% of Sindh and entire Baluchistan region.• Efficiently managed Retail and Wholesale channels, increasing retail channel contribution by 38%.• Built an efficient, region-wide network of independent distributors which increased market penetration • Resolved operational and tactical issues in distribution for streamlining processes and increased ROI

Awarded "Champion of Performance" for delivering consistent display of Outstanding Performance in building business in Q2 of 2010Duties• Effectively managed Apex Marketing Services, increasing distribution growth by 26% and achieving record numbers in March and November of over PKR 50 Million• Successfully handled wholesale accounts in North Karachi, increasing them by 20%, and monitored successful growth of key accounts (‘Imtiaz Super Market’, ‘Naheed Store’, ‘Chase Up’), improving productivity• Managed team of 60people - generating highest growth levels for any distribution avenue nationwide • Developed team members to supervisory positions through trainings on sales effort planning, demand management, supply and inventory management and vendor relations management.• Excelled in building and motivating distribution teams. Trained team of 33 for ‘Problem Resolution’, ‘Communication Skills’, 'Follow up techniques' and 'Business Solutions'• Evolved and captured 118 Customer Accounts through Out of Business Channel for incremental growth

Retained to perform business development and account management in the Corporate Accounts department. Successfully expanded customer base from 50 accounts (2000 subscribers, to over 50 accounts (3,300 subscribers).Duties• Maintained portfolio of 50 Corporations and corresponded with clients for all basic and value added propositions• Developed customized solutions and ensured efficient running of connections for 3,300 subscribers• Catered to timely resolutions of customer queries and facilitated in the management of payments for premium clientele• Effectively inculcated best practices approach for Customer services

Restructured SOPs and Process Flows for optimization of operational processes for Personal Loans, Credit Cards, Mortgages and Auto LoansDuties• Developed proposals for re-engineered processes of Consumer Products • Documented and formalized SOP’s and Change Management Strategies, for implementation and buy-in of the optimized processes

Coordinated with 1000 students for scheduling work and academic assignments and projects.Initial screening of projects and assignments and consulting students for their projects.Arranging field trips and group academic assignments.