Rabiya Khalid Email & Phone Number

Pakistan

- Oversee comprehensive research management for the Dairy, Nestlé Professionals, and CPW portfolios (including Liquid Dairy, Cream, Chilled Dairy, Tea Creamers, and Powder Milk)- Drive the development of brand strategies as part of the 2024/2025 Commercial planning process, ensuring alignment with business objectives- Lead the execution of key research.

Pakistan

- Achieved a remarkable 32% Organic Growth in the Food & Beverages channels, contributing 49% to the topline in 2023.- Monitoring marketing and trade budget performance, with key highlights including managing a PKR 100m+ budget, deploying 200+ Nescafé furnishings, engaging customers, and implementing strategic initiatives. - Designing, implementing, and.

Lahore, Punjab, Pakistan

• Consistently surpassed targets, contributing to Nestle's Out-of-Home Business Key Accounts double-digit organic growth by 61% in 2022 and 66% in H1 2023 within my assigned territories. Achieved the highest growth rate.
• Managed entire Food & Beverage portfolio with annual sales turnover of PKR 130M ('22) & PKR 216M ('23)
• Revamped Distributor's Route to Market & execution strategy that expedited in growth of business with Retention rate of 98% and increased unique numeric productivity by 89%.
• Worked on DSF Capability Building to improve quality of numeric KPIs whick helped in achieving sales volumes, OG and RIG targets by product category.
• Dedicated efforts to the development of Nestle Powder Beverages range led to a remarkable YTD growth of 60% in the Lahore Region.
• Under Project Velocity, Implemented a strategic plan to boost our presence in the Education Channel, resulting in significant numeric growth by achieving a remarkable 63% year-on-year increase, expanding from 13 to 47.

Islamabad, Pakistan

• Designed & formulated channel strategy to direct channel efforts into products with higher ROI, increased sales by 6%.
• Designed channel strategy to increase 4G penetration in sales by more than 300% in 2019 through initiatives like Retailer Dosti Program which incentivised Retailers helping in increased 4G sales, MNP & JazzCash Wallet.
• Assisted in re-designing channel policies & incentive structure to continously align channel strategy in accordance with marketing & corporate strategy.
• Kept sales channel of more than 4000 sales people across all hierarchies engaged through various communication channels like magazines, SMS, E-mail, WhatsApp, mobile App, trade letters and automated voice calls.
• As a key contributor to the Alternate Channel Team project, I led the successful integration of Jazz and HBL, resulting in a significant margin reduction from 14% to 5% and delivering substantial cost savings.
• Directed the Jazz-Careem Partnership, pioneering an innovative direct distribution model that involved delivering 4G SIM cards to customers' doorsteps through Careem's infrastructure, coupled with biometric.

Islamabad, Northern Punajb Rawalpindi, Pakistan

• Headed the L'Oréal Professional business in the North region, achieving an impressive average growth rate of 55% compared to FY 17.
• Designed and implemented L'Oréal Professional marketing initiatives, training programs, product launches, and key account engagement strategies.
• Spearheaded the successful rollout of new products, including Redken Brews and L'Oréal Metallic Color range.
• Effectively executed the L'Oréal Salon Expert program, leading to impactful customer onboarding and the establishment of trust with onboarded partners, consequently driving business growth in the North region.

• Managed P&G, Gillette, and Duracell portfolio in Islamabad and Rawalpindi.
• Handled a total of 70 Modern Trade Key Accounts.
• Achieved highest growth of 115% (FY 17 vs last year) in the region for modern trade retail channel.
• Achieved ever highest Numeric increase of 40% (FY 17) in the region for modern trade retail channel.
• Initiated a modern retail census project in city by re-evaluating each outlet to formulate a better coverage & serving model, which resulted in an increase of sales by 12%.
• Remained an integral part of nation-wide brand launches and relaunches for: Ariel, Head & Shoulders, Always, and Pampers.

Islamabad Pakistan

• Sales:
• Underwent a three months sales field training program with the regional sales manager & DM North Region covering marketing and sales operations, dealers and market visits, wholesale operations, company’s regional.
• Developed a comprehensive Sales Manual covering ADP's company profile, motto, KPIs, Brand SKU & Product details, Salary Structure, Benefits which served as a guiding book for any sales related query. Still in practice.
• Analysed Weekly phasing in the SUB-Distribution channel and Recommended solutions.
• Worked on project Route Optimization & Cost saving analysis for Sub-Distributors operating in North region.

Islamabad

• Part of Devices Strategy 2015-2017
• Reporting and analysis of the daily devices sales and strategy execution
• Region-wise sales analysis

Islamabad

• Part of the IR Hajj & Umrah Offer
• Reconciliation of International Roaming SIM Database
• MKT IR Portal Management
• Creation of Outbound and Inbound unique roamers database
• Competition Tracking
• Reconciliation of International Roaming Agreements

Islamabad

• Indirect Sales Data Updating & Cleansing ProjectThe goal of the project was to create a proper Sales Tracking system to track the cooler outlet sales of Non-ISIS Distributions and to incorporate them in the system.
• Data Cleansing Activity
• Follow up emails to all RSM's (Regional Sales Managers) and SM's (Sales Managers) regarding the discounts offered on RGB by pre-selling.
• Follow up calls to MDO's for database and salary receipt.
• Creation of new accounts for Non-ISIS coolers/outlets.
• Secondary Discount Data Filing and Record keeping.

Islamabad

• Conducted Marketing Research for the company by doing competitor analysis.
• Wrote content for online blogs and websites.
• Analysed competitors's marketing strategies to improve Zigron's marketing strategy.

Master'S Degree, Mba- International Business & Marketing

Activities and Societies: Runner Ups LUMS Marketing Colloquium Ad-effect Competition 2014 Head Nascon’s Marketing Plan Competition 2013.

Bachelor'S Degree, Business Administration And Management

Activities and Societies: Head Nascon’s Marketing Plan Competition 2013 House president/coordinator publications in FUDC Teacher’s.