• Category Management:• Spear-heading the integrated business planning process to deliver growth & profitability objectives.• Generating category insights from EPOS, Nielsen, Kantar and tracking tools to further convert them into channel strategies.• Developing, monitoring & delivering on financial forecasts & building blocks with complete alignment with management & sales team.• Customer & Shopper Marketing:• Leading Category (CATMAN/Space-Range Optimization) initiatives with key customers to drives value for shoppers and profitable revenue for retailers & Arla. • Understand the shopper decision tree and develop strategies/actions for shopper engagement throughout the path-to-purchase.• Create instore theatrics by identifying Hot Spots to target shoppers on various shopping missions for generating off-take and triggering impulse by activating relevant touch points & adjacencies for shoppers to generate impulse.• Develop customer specific activations, festivals, and seasonal promotions & leading shopper engagement campaigns• Actively participate in CBPs & JBPs to drive category agenda and enhance in-store impact.• Sales & Merchandising Operations:• Setting guidelines and training sales & merchandising on assortment, planograms, MSL, pricing, promotions, merchandising & shelving to ensuring flawless execution of the initiatives.• Defining Perfect Store KPIs and developing tools for sales team to help them achieve Perfect Store targets. Key Achievements• “Strategy into Action” Award for Saudi Arabia for 2020 & 2021 – consecutive years for Starbucks.• Successfully launched Starbucks Cookies & Cream, Tripleshot & Toffee Honeycomb in the market while achieving all top-line & bottom-line objectives. Toffee Honeycomb was awarded “Best Practice” for any LTO launch in Arla MBB in 2022.• Launched Arla Organic Lactose Free milk & achieved 134% on top-line & 105% on bottom-line objectives.

• Integrated Commercial Planning: (Annual/Quarterly/Monthly)• Forecasting and planning of sales, distribution, channel, brand targets and trade spends.• Building & landing channel / customer specific promo menu (on-pack / co-packed)• Ensuring effective utilization of trade spent and minimizing channel conflict by regulating net offered price to customers.• Actively participate in building and managing category budgets and drive market share gain & sales growth targets.• Review/align sales team on effectiveness of BDAs through frequency in flyer, additional displays and promos.• Market Insights:• Provide inputs on shopper behaviours and buying patterns to align business priorities.• Generating market insights through close liaison with customers & channel sales teams. • Analytics of internal & external database and prepare action plans for capitalizing market opportunities.• In Market Executions:• Ensure planogram implementation across channels/customers.• Engaging shoppers by executing relevant tools throughout the path-to-purchase.• Retail Coverage:• Aligning brand/branch wise annual/quarterly/monthly outlet coverage targets. • Drive retail coverage across KSA at branch level for each brand (1 piece / 3 piece) with sales team• Sales & Distribution Operations:• Monitor daily/weekly sales trends - identifying gaps - ensuring timely decisions are taken by business.• Managing right assortment across all branches by engaging supply chain to drive distribution excellence.• Alignment of PML with customers to reduce CCFOT losses due to variances in price / configuration / bar-code / etc. Key Achievements• Reduced market waste from 19% to 2% in 6 months through cross functional engagement and revamping liquidation process.• Delivered 7 Innovations & relaunched 3 brands (Sunsilk, Dove & Clear Shampoo) in market.

Portfolio: Rahim Yar Khan Territory (Southern Punjab, Sindh & Balochistan)Reporting Departments: Business Planning, Activations & Promotions, Signage, Loyalty, Events and Consumer Response.Responsibilities:• Leading a team of 1 manager, 5 executives & 9 officers.• Preparing & Delivering Territory Business Plan that results in volume delivery, profitability & market share gain.• By understanding of key trade levers; formulating tactical and strategic trade programs for enhancing share in shop.• Collaborating with product, marketing and sales team to build Sales/ Trade promotions and communication.• Liaison with the sales team for developing and Executing Trade/ Matching Promotions.• Manage & Identify opportunities to maximize return on assets & equipment and ensure their effective utilization.• Leveraging key shopper marketing capabilities in relevant channels & developing messaging and in-store media.• Driving the activation of Brand platforms by developing merchandising material as per annual Brand initiatives and Provide Shopper Marketing support for customer engagements.• Ensure execution of all marketing head office plans, IMCs, promotions, signage, availability drives, activation, RED implementation and cooler execution and reporting. • Conducting Joint Business Planning with Key Accounts Team & Locking Shelf Space and Point of Interruptions

Portfolio: Islamabad Territory (Islamabad, Rawalpindi, Peshawar & Entire Northern Pakistan)Reporting Departments: Cold Assets, Activation, Events & Promotions, Signage, Market Analyst and Consumer Response Team.Responsibilities:• Managing a team of 6 direct & 30 indirect reports.• Ensuring effective utilization of Marketing & Trade Expenses.• Deriving actionable strategies from retail audit for increasing market share.• Development of RTM strategies to improve Numeric & Weighted.• Creating ‘Picture of Success’ across channels & development of POP materials accordingly.• Effectiveness in 3rd party (vendor) management to ensure smooth execution of marketing actives & cooler maintenance.• Immaculate asset management in trade for generating incremental volumes & ensuring timely repairs.• Timely installation of Shop signage for brand building & countering competition.• Planning & executing various customer retention / loyalty programs.• Devising & rolling-out trade promotions resulting in generating incremental volumes.• Rolling out various events for trade engagement & sales team motivation.• Ensuring timely consumer/customer complaint resolution.Key Achievements• Increased market share of Coca Cola in Islamabad Market by 7% in 2 years (’12 – ’14).• Ensured market asset traceability of 90% from a count of 24k.• Development of innovative POP that were further implemented throughout the country.• Negotiated 3 year exclusivity contract with Mardan Cantonment delivering 50k unit case monthly business• Launched ‘Market Assaults’ a one-of-a-kind program to ensure brand dominance & rapidly capturing market share.

Portfolio: Nestlé WatersResponsibilities:• Launched Nestle Pure Life Protect in Pakistan – Pakistan being Nestle’s 1st market (globally) to launch zinc fortified water.• Owner of integrated commercial planning 2013 & 2012 for water business.• Shopper profiling & preparation/execution of channel plans for trade activation & shopper engagement.• Responsible for volume delivery from all export customers & modern trade.• Liaison between marketing & field sales team in order to ensure proper implementation of brand, channel & sales plans.• Providing strategic inputs in all planning processes with recommendations on competitive response strategies.• Developing market intelligence & effective TTS Strategies.

Portfolio: Managing 30 Brands and 158 SKU’sResponsibilities:• Negotiated & engaged my customers to drive value added categories by executing effective shopper promotions & capturing prominent shelf space.• Implemented improvements in the value chain for effective & efficient deliverables against KPIs including OSA, supply chain CSL, customer OTIF, credit recovery, customer services & quality of sales• Planned & executed promotions to increase product off-take & building brand equity while ensuring positive ROI.• Built strong & mutually beneficial relations with customers based on joint business planning process.

Portfolio: Lahore, Faisalabad, Gujranwala, Multan & BahawalpurResponsibilities:• Negotiated a new variable contract that not only increased customer engagement but spear-headed Nestlé category wise growth.• Built strong & mutually beneficial relationships with key customers/partners through timely execution of shopper promotions.• Undertaking business planning and commercial selling with modern trade through effective utilization of TTS.• Built a formal systems (including a process flow) for effectively & efficiently managing business and getting buy-in of all stake holders (distributors/customers/company) to improve product availability & visibility• Planned and executed brand wise consumer promotions based upon the integrated commercial plans.• Created innovative / custom designed POP for exclusive in-store placements to increase visibility in the channel.

Responsibilities:• Launched Milkpak (fortified with Iron, Vitamin A & C) in Pakistan.• Prepared effective strategy for ensuring implementation of brand marketing plans as per the approved budget.• Carried out market research for generating consumer insights to identify potential investment opportunities.• Assessed market needs for renovation & innovation in the products and developing consumer & trade marketing activities.• Created brand communication, innovation and activation as per the channel requirements.• Forecasted demand and logistical communication for/with supply chain. • Provided strategic analysis of competitors’ activities & recommended adjustments in communication.Key Achievements• Lead the restructuring of Nestle Waters business with channel specialists.• Re-negotiated annual contract with an international customer that generated a business growth of 65% with a significant change in the product mix to ensure high profitability.• Introduced a new performance-based contract for local modern trade based on trader & shopper activation which spear-headed Nestlé absolute & value added categories’ growth. The contract was appreciated by Nestlé management & is currently implemented nationally; starting a new era for Nestlé’s local modern trade customer engagement strategy.• Launched Nestle Milkpak UHT & Nestle Pure Life Protect in Pakistan

Responsibilities:• Understanding shoppers and retailers to identify Channel trends and developed strategies accordingly.• Developed a Channel Strategy based on Customer Marketing Plans for relevant categories and brands.• Implemented all categories / brands CMPs in the channel & managed all operations and executions.• Monitored channels volume and value performance & prepared plans for sustainable growth.• Managed 3Ps responsible for implementing all Customer Marketing activities in the Channel.• Coordinated with all Category Customer Marketers, Trade Marketers, Brand Managers, Merchandizing Manager, Sales Personals and Creative Agencies to ensure smooth execution of shop wise channel plans.

Responsibilities: Clear Shampoo• Launched CLEAR Anti-Dandruff Shampoo in Pakistan.• Prepared & executed the media plan & outdoor plan.• Planned & executed on-ground activities, in-store merchandising & Plan-o-grams effectively.• A number of sampling activities were planned and executed to generate trial.• Devised a channel wise plan and prepared POS Material and Branded Structures accordingly.• Developed the market launch KPIs, DSR incentive system and merchandising drive for sales team.• Launched the celebrity endorsement 360ocampaign for Clear Shampoo. (Amna Haq Campaign)Responsibilities: Lifebuoy Shampoo • Prepared a massive sampling plan to generate trail and increase usage.• Prepared & executed the new herbal 360o campaign for Lifebuoy Shampoo. (Dadi Amma Campaign)

Responsibilities:• Forecasting, setting, achieving and monitoring primary and secondary sales through various tools.• Responsible for the stock levels, ROI and efficient / effective operations of the distributor.• Execution of Merchandising, Outdoor Advertising & Brand Building Activities.• Ensuring availability, visibility and shelf spaces for company’s products.Key Achievements• Launched Clear Shampoo in Pakistan

Responsibilities:• Setting, achieving and monitoring primary & secondary targets through daily performance checks.• Responsible for the ROI & stock levels of the distributor.Additional Experience:• Starting up on Islamabad distribution.• Organization of infrastructure, fixed and movable assets.

Responsibilities: • Liaison with all the distributors of the given region, which were approx. 300 in number.• Product scheduling and inventory control on Monthly / Weekly / Daily basis.• Setting and achieving monthly targets of sales, distributor outlet branding and ensuring a culture of safety.• Gathering market intelligence on competitor’s activities to set our own pricing and strategies.

Responsibilities: • Preparing, setting and achieving quarterly targets & making new customers. • Managing the operational and marketing affairs of Murree Gas Centre.

Responsibilities: • New Business Development – Institutional Selling & New Dealer Making• Dealer Company Relations Management – Policy Implementation• Company Customer Relations Maintenance