Salman Humayoun Email & Phone Number

Karachi, Pk

Pakistan

In 2023-24, I focused on driving growth across retail and e-commerce channels, while exploring new opportunities to position the brand for long-term success. Despite a challenging economic environment with over 30% hyperinflation, I consistently delivered strong KPIs.- Retail Growth: Recorded 4% YTD growth in invoices at legacy stores and 8% YTD growth at 2-year-old stores, driven by a mix of outdoor and digital marketing. New stores established a strong foothold, capturing significant market share among daily and weekly shoppers.- Loyalty Program: The loyalty program I launched in 2022 grew to over 10,000 regular monthly customers, contributing 65% of total sales. Loyalty customers’ baskets were 3.5 times larger than non-loyalty customers, favoring high-profit segments.- SPAR Canteen Pilot: Launched the first-ever SPAR Canteen in 2023-24, serving 300 students and teachers. The pilot provided insights into logistics for small-scale stores and introduced "food-for-now" and "food-to-go" services, enriching our product offerings.- Institutional Sales: Established a new institutional sales division to supply hostel kitchens, restaurants, and food production units. This new business line not only opened additional revenue streams but also enhanced our ability to negotiate commodity prices and improve logistics efficiency.- Q-Commerce Growth: Achieved 60% YoY growth in 2024 for the e-commerce division by leveraging exclusive promotions and a Q-commerce partnership with Foodpanda Shops, becoming one of Karachi’s top-performing brands on the platform.- E-Commerce Expansion: In 2024, we doubled both sales value and orders on our website by reactivating customers and promoting home delivery services in-store. An active WhatsApp ordering channel played a key role in reinforcing our "neighborhood supermarket" tagline, prioritizing customer convenience.

Karāchi, Sindh, Pakistan

Led the Marketing and Customer Strategy department for SPAR supermarkets in Pakistan with a key focus on driving customer traffic to stores, brand building, & propagation of SPAR values to our customers.- 40% same-store growth in invoices contributing to a 56% increase in sales '21 vs '22- 48% growth in invoices for a new store in one year, Q4 ‘21 vs Q4 '22- 4.6M people reached with 1.3M engagements on FB, an organic growth of 600% H2 ‘21 vs H1 ’22- Industry first Customer Service Champion program collecting 1,000+ feedback surveys weekly- Launched the SPAR Family loyalty program with progressive rewards and benefits not seen in the industry

Karāchi, Sindh, Pakistan

Teaching one of my core interest areas, Social Media & Internet Marketing

Karāchi, Sindh, Pakistan

A leap of faith to build my own dreams and inspired by the enormous scope and potential of unexplored segments in the e-commerce marketplace of Pakistan. I set out with a vision to create a network of websites to act as an e-franchisee to the manufacturers and brands struggling to get online. PROJECT GHARASAAN.COM - A website dedicated to the needs of the average woman in Pakistan presented in a simple and straightforward online shopping experience.- Over 2.8mn PKR in sales in 9 months- 30% of sales from organic traffic, SEO, and Email Marketing- Over 56,000 visitors with average session duration of 1:36 and 3+ pages viewed- Average Order Value > PKR 3,200

Karāchi, Sindh, Pakistan

Pakistan

Leading the sales, marketing, customer service, and category management teams for the organisation reporting to the Chief Commmercial Officer.Pioneered several retail marketing strategies and initiatives that set record breaking sales for the organization on multiple occasions during FY2018-19.Successfully led YoY growth in Q1 & Q2 of 2019 in a struggling retail environment. Driving several key growth areas for the business as well as transformation of commercial structure and processes.Drove aggressive value growth strategies to improve gross margins by 5.3% over 2 quarters through a mix of cost savings and controlled pricing policies.

Pakistan

In charge of product and store planning function for the business reporting directly to Director Marketing and the Chief Operating Officer.Played a central role in SAP implementation in the organisation as well as establishing crucial processes and policies for demand planning, inventory controls, and business planning cycle.

Pakistan

Consulting for various clients on marketing insights, opportunity mapping, and brand development. Establishing processes that enable organizations and brands to build the foundation needed for future growth and development. Understanding consumer behavior and patterns through on ground research, trendspotting, and bringing new perspectives to marketing metrics. Bit by bit, fundamentally changing the nature of marketing strategy and research towards more progressive, consumer centric approaches.

Pakistan

Saneff (Pvt.) Ltd. is a new business venture by the owners of the Ziauddin Group which focuses on providing health products in Pakistan. I was hired to act as a business head and set up the organization. > Turned around an investment of Rs.1 million to establish business value greater than Rs. 5 million in a year.> In excess of Rs. 4.0 million in sales across K-L-I via franchises, distributors, and alternative channels.> Leveraged in-house resources to create unique marketing executions on a shoestring budget.I was responsible for creating and executing the 5 year business model for the organization including resource forecasting, marketing and sales strategy, sales channel development, product portfolio and supply chain development:> End to end product and brand development for Hiba Life, Pakistan's first branded herbal product range inspired by religious medicinal practices (Tib-e-Nabvi). Range included Hepatibb, Diatibb, and Acitibb, with Hiba Life branded Honey and Camel Milk in the pipeline.> End to end product and brand development for Nirvaslim, Pakistan's first Ayurveda based formula for slimming. > Designed and executed all marketing collateral including TVCs and POS material.> Routinely conducted sales activities including franchise development, distributor relations, sales forecasting and sales calls to achieve monthly targets.> Managed and executed administrative and legal tasks related to the organization.

Karachi

HTV is the media branch of the Ziauddin Group. The primary objective of HTV is to educate the masses on topics regarding their well being. As such it is a niche channel and operates in a very different sphere of business as opposed to other media houses.> Consumer centric approachI helped to reorganize content in a manner which was more appealing to TV audiences by designing the specifics of our three core attributes; Health, Wellness, and Lifestyle, and applying them across the board in our programming and other projects. This helped to chalk out program attributes as well as psychographic and demographic targets for individual programs.> Incorporating marketing researchTo bridge the disconnect between audiences and specific programs I led an in-depth quarterly research into our ratings and marketing research data. This helped identify which time slots were more suitable for specific TGs and which TGs were more receptive to certain programming. > Stand alone brandingI introduced the concept of programs as stand alone brands with their own individual positioning and marketing agendas. This translated into more targeted sales and marketing opportunities for the channel. It also elevated the image of the programs beyond the host names or the channel name.> Building the Products & Services portfolioBeing a unique and niche media house focusing on Health, Wellness, & Lifestyle, I spearheaded several innovative and non-conventional experimental programs at HTV to build new revenue streams for the company. This included a seminar series, weight loss packages, publications, and health related products and services.> From Health Television to Bharpoor LifeAfter much reluctance from management, I began the re-branding of the channel identity from its original positioning of Health Television to the brand new and more versatile and viewer friendly positioning of Bharpoor Life.

Pakistan

Areas of experience: brand management, product strategy, marketing planning and execution.Reporting directly to the group brand manager, I am responsible for marketing activities of all our brands; AHG is the official marketing and distribution partner for various major international brands in Pakistan.• Niveao Planning and Implementation of local marketing strategies and objectives in consultation with regional Product Marketing Plans and local consumer insights. o Campaign Launch for Nivea Invisible on several media and trade activation fronts to effectively achieve business objectives including 95% stock off-take within first three months.o Brand Building and Category Growth by initiating and coordinating activities with sales and trade marketing teams at major International and Local Modern Trade outlets throughout Pakistan.• Bic o Packaging Development creative development to final production for Bic Body razors to counteract counterfeiting and increased competition.o Q4 Marketing Strategy including category analysis and new product development for disposable razors, launch plans for Bic Soleil lady shavers based on shopper insights, and 2013 brand plans.o Pre-launch Analysis of stationary category including opportunities for value addition within the category, traditional and alternative channel strategy, and soft launch plan for 2013.• Mechico Baby o Product Marketing Plan with new channel development, consumer usage and awareness studies, and category growth through innovation and value addition in baby feeding segment.• Davidoff Caféo Nationwide Launch Plan for Davidoff Café coffee with sampling activation and in store shopper engagement in IMTs and LMTs.

Karachi, Pakistan

Areas of experience: brand development, communication and media strategy, social media marketing.Responsibilities:• Developing the communication and/or media strategy for the brands in my portfolio• Research and trend analysis in relevant product categories, communication, and branding.• Task Force for digital and social media marketing at Adcom.The major brands in my portfolio included:• Telenor- The second largest telecom provider in Pakistan. Developed strategy for several communications for the corporate brand, key project was the transformation of the Persona brand into Telenor Business, and the resulting changes to the communication and brand architecture.• Engro Fertilizer- One of the leading fertilizer companies in Pakistan. I played a lead role in the positioning and communication development for fertilizer portfolio including the re-launch of Zarkhez fertilizer.• Qarshi- The most advanced and visionary natural products company in Pakistan. I was the lead strategy resource for communication as well as business advisory services to the company. This involved developing feasible go-to-market strategies as well as communication planning for the corporate and natural medicine divisions• Alkaram Textiles- This textile house is one of the largest in Pakistan, with local and international brands as well as catering to a prestigious export client portfolio. I was solely responsible for the brand and communication strategy development for textile, retail chain, ready-to-wear, and fashion brands under the Alkaram mother brand.• Nando’s- Developed an integrated marketing strategy to help leverage social media and mobile marketing to increase footfall and build customer loyalty.Other notable brands I have worked on include Samsung, The British Council, Geo TV, 7Up, Candyland, Tapal Tea, Gourmet, Faysal Bank, Loreal, Cambridge, Mezan, as well as a major political party in Pakistan.

Karachi, Pakistan

Worked on several interrelated projects on consumer perceptions about Pepsico brands, trade relations, and trade related promotional activities in Karachi and Sukkur.Conducted consumer research on the perceptions of Pepsico brands and specifically the perceptions of the relaunch of Pepsi Max. Results were used to provide feedback to the marketing team on the success of the relaunch.Conducted retail trade research to gauge the effectiveness of Pepsico's bottler and distributors as well as gather market feedback regarding the SKU portfolio. The research helped to identify under-performing SKUs and the causes for those problems.Assisted in volume analysis and growth trends in beverages for the Karachi and Sukkur region. Also oversaw a trade promotional activity being conducted in Karachi and Sukkur for visi-cooler integrity.Comparative study of the sales and distribution of Frito Lays with that of Pepsico bottlers’ sales and distribution in the same areas. Prepared best practices report highlighting the success factors in Frito Lays' growth.

Karachi, Pakistan

Undertook a project related to sales force restructuring, employee satisfaction, and performance in the field for the Marketing department.Conducted a comprehensive study to evaluate and identify problem areas and develop recommendations for top management post restructuring of the sales force of the company.The study involved employee surveys, focus groups with fertilizer dealers, and observational study of operations across eight field offices in Pakistan.

Mba, Marketing, 3.0

Activities and Societies: Member Marketing Club, Member HR Club, Member Leadership Club

Bachelor Of Business Administration (Bba), Marketing/Marketing Management, General