Leading business operations of a fintech startup in Bangladesh that aims to ensure convenience of all payment needs. Its service platform "PayWell" aggregates a large portfolio of services along with payments solutions. As an executive committee member and co-founder of the company, responsibilities include formulation of both corporate & functional level strategies, P&L and stakeholder management. Key Contributions: - Built ‘PayWell’ as one of the most diversified digital services platforms driving partnerships with 20+ service providers including mobile operators, utility billers, ticket aggregators, education & entertainment content providers, insurance, visa fee, mobile financial services and e-commerce etc.- Delivered 10x revenue growth through enriching product portfolio, building 50,000+ micro-merchants network, onboarding 200+ enterprise customers and leading customer-centric innovations in product development. - Led product team to develop innovative business solutions like Sales Information Management System for a Fortune 500 company and Payment Collection Automation Solution for SMEs. - Obtained approval from the central bank as a Payment Services Provider (PSP) to launch a digital wallet in Bangladesh. - Leading digital wallet product development with special focus on B2B payments and integrated business management tools to facilitate business process automation for SMEs. - Partnered with 10+ banks to integrate PayWell services in banking channel with an aim to enable agent banking outlets with digital services and build them as touchpoints for B2B payment collection in the future. - Piloted a unique merchant payment aggregator model for MFS industry partnering with ‘bKash’. - Led UNCDF initiated project to enable micro-merchants for digital transactions through driving digital innovations. - Redefined brand architecture through rigorous exercise and developed “PayWell” brand guideline for marketing executions.

Investor & Board Member

Led sales team of Transcom Consumer Products Ltd. (TCPL), the first ever PepsiCo Snacks Franchisee in the world. TCPL is the exclusive Franchisee in Bangladesh. Its operation includes manufacturing, marketing & distributing the renowned snacks & healthy food brands of PepsiCo i.e. Lay's, Kurkure, Quaker. Key responsibilities include formulation of sales, distribution & trade marketing strategies, implement Go-to-Market strategy, process development, team capability building and deliver results ensuring benchmark execution by the team. Key contributions: - Formulated Go-to-Market strategy for the company and rolled out nationally. Analyzed market potentials, defined direct & indirect coverage scope and implemented through appointing exclusive distributors and activating sub-distributors & wholesalers. - Devised integrated marketing & sales plan for 2015-2016. Successfully implemented 360 degree marketing campaign (both ATL & BTL) of Kurkure Brand for the first time in Bangladesh. - Numeric distribution increased from 30K to 100K & total volume grew by 3 times as a result of successful implementation of marketing campaigns, distribution expansion and effective trade programs in one year. - Revamped sales team structure and rolled-out people development initiatives to build functional capabilities of field team.

Developed national business development strategies to increase revenue and devised action plans to boost up customer acquisition, retention and usage in targeted weaker markets. Provided guidance & supported zonal sales team for quality execution of planned activities and took corrective measures after effective evaluation. Initiated functional training, development & learning of internal sales team, distribution field force and retailers. Key contribution & achievements: - Delivered 51% revenue growth (BDT 50 mln/month) in 2013-14 vs. last year in targeted weaker markets.- Introduced creative customer engagement & acquisition platform and toolkits for rural markets e.g. airtel hour, airtel utshab etc.- Developed retail quality classification guideline to drive quality sales from SIM selling outlets.- Rolled out yearlong sales skill development programs - “Airtel University” for Territory Managers & “Airtel Academy” for distribution field force. - Won “CEO’s Trophy 2013-14” for delivering outstanding business results in weaker markets.

Supported Regional Manager in developing regional strategic plan & led regional team to prepare annual operational plan. Actively co-ordinated with sub/cross functional teams to ensure timely execution of all initiatives across territories of the region. Led area trade marketing team & effectively managed distributors & agencies to achieve sales, distribution & trade marketing objectives. Involved in key strategic projects of marketing function as a senior member of the team. Key contribution & achievements: - Fixed long pending fundamental distribution issues of Chittagong through successfully implementing a comprehensive distribution revamp strategy. Redefining market demarcation considering investment requirement, operating costs & returns, exiting 2 non-performing distributors, 25% outlet coverage expansion (12K), frequency improvement in 15% outlets, qualitative shift in market supervision, and upgrading field force profile etc. without incurring any company costs were some of the key achievements. - Developed Sub-Distributor Operating Model for BAT Bangladesh to serve extremely challenging but high potential markets where it was not feasible for distributors to serve directly. Formulated policy for appointment and guideline to extend company support for sub-distribution operations.

Short-term International Assignment in Pakistan Tobacco Company:Ensured all communication objectives of brand marketing campaigns are achieved in terms of quantity, quality and legal compliance through benchmark execution through trade marketing team & third party agencies. Assigned with two important marketing projects i.e. Adult Tobacco Shopper Marketing – a new way of brand communication through trade & DIGICOMMS - a project to utilize innovative digital platform for consumer communication. Key contribution & achievements: - Successfully launched PTC Call Center – a platform through which consumers/retailers can make toll free calls for any brand/product related queries or lock any complaint.- Rolled out SMART (SMS based Monitoring & Reporting Tool) nationally, which enabled 1-2-1 consumer contact verification thru central server and uploading consumer information in a web portal to be used for brand activation. - Developed contents/modules to launch Adult Tobacco Shopper Marketing (ATSM) for Pakistan Market.- Developed one-day training program for distribution field force

Led area trade marketing team to develop area business plans for market development and effectively implement all national, regional & area initiatives to achieve set objectives. Develop & implement Trade Coverage Plan in line with route to market strategy, manage distributors (appoint/terminate, performance evaluation & development), monitor regular sales & distribution operations and trade marketing activities to maximize business results. Key contribution & achievements: - Led distributor consolidation in Dhaka under Route to Market project. Successfully managed changeover of 4 distributors and implemented trade coverage plan on-time in-full. - Developed national strategic framework to build sustainable relationship with key Cash & Carry outlets blending both emotional & rational benefits. This project brought significant improvement in markets outside the scope of direct distribution both in terms of brand availability & market share since its initiation. - Brought distribution efficiency in Barisal Area through route reorganization & process optimization, reduced cost of distribution operations and withdrew company support given to distributors.

Ensured benchmark execution of all national & local marketing initiatives in the territory and best-in-class service to customers driving availability, visibility and consistent brand & trade communication through regular engagement, supervision & monitoring of distribution field force & contractual employees. Key contribution & achievements: - Implemented ‘Project Blueprint’ and expanded distribution coverage to 80% volume contributory outlets in Madaripur & Shariatpur districts. - Launched ‘Project Flush Out’ in Savar Territory to combat a new competition brand in mid segment. This project was replicated in entire Dhaka Region as it brought very encouraging results.