CONSUMER CRUX was formed with the purpose of sales, marketing and distribution of shaving blades & razors for men & women across the African region. It is the sole and exclusive authorized partner of Treet Corporation Limited, a 50-year-old manufacturer of razor blades in Pakistan and one of the few blade manufacturers in the world.

An emerging markets specialist, we close the chasm between high-potential brands and the fledgling markets of Asia and Africa that represent the largest potential consumer base in the world.www.brandskonnect.com

I currently have a dual role - heading marketing for the group and a revenue generation role for a number of strategic markets with full P&L accountability. VP SALES - MIDDLE EAST, PAKISTAN, RUSSIA & CIS REGION (March 2013 – Present)I am accountable to deliver net profit targets by realizing sales plans via country distributor networks and a team of country managers. In this role, I focus on ‘go-to market’ strategy, distributor management, distribution, channel management, promotional strategy, sales expenditure optimization and cash flow management.HEAD MARKETING - MIDDLE EAST, AFRICA & SOUTH EAST ASIA (Nov 2012 – Present)As the group’s Head of marketing for the largest and the most profitable region, I am a part of the global leadership team. I spearhead the five-year strategy development project aligning all key stakeholders internally to define long term strategic aspects of the business - recognizing long-term industry trends, changing consumer behaviour, identifying sources of future growth and defining core target consumers. This document is now the basis of all new product development, geographical expansion strategy, and brand identity & communication platforms. Drive the development/innovation pipeline aligning internal stakeholders ande external agencies like research agencies & design housesI have mentored a team of senior managers over the last 4 years to deliver their own P&L, managing all aspects of their business such as formulating annual marketing plans, execution of support campaigns forecasting & inventory management. They are also in charge of forecasting, inventory management, and product cost reduction.

Accountable to deliver net profitability across the blades (Double Edge & Disposables) and shaving preparations category, leading a team of category managers across Middle East, Africa, SEA, and the Indian subcontinent.Formulated annual category plans outlining focus category and portfolio by regions and pricing strategy, brand investments and market share objectives. On an operational level, I provided quarterly and monthly sales forecast to the factories and third-party manufacturers and maintained optimum inventory levels across distribution points.I have personally handled the development and successfully rolled out a new series of shave foams, gels and creams which contribute almost 20% to global revenues presently.Looked after all brand/category communication including celebrity brand endorsements, new creative developments, media buying and oversaw all PR & Event sponsorships.

Managed the categories of premium consumer batteries and lighting products under the Energizer and Eveready brands. Handled topline sales, profitability and market shares across the Middle East, Africa, Pakistan and Srilanka.Injected new life into the stagnant rechargeable batteries category by discontinuing the existing pricey chargers and developing and introducing a basic entry-level model. This new product proved to be a major game changer contributing to 50 per cent of the total chargers sales for the successive three years.Carried out the first communication campaign in GCC markets to build awareness of rechargeable batteries & chargers.Executed a planogram and merchandising implementation project for batteries, across all GCC markets, which resulted in an average 25 per cent increase in profitability per display.Initiated and established a new business model to revive the profitability of the declining lighting products category.

Product Manager (Universal Pictures Inc. & DreamWorks SKG) As the product manager for the Middle East and Africa region for two major Hollywood movie studios with brands like Shrek, Barbie, Madagascar, I developed an insight into managing a licensee-principal relationship. Besides I attained a deep understanding of the commercial aspects of licensing business such as negotiating for royalties, minimum guarantees and credit terms.On the sales front, I worked with all major Modern Trade accounts in GCC for planning in-store launch activities, joint promos, innovative merchandising ideas and cross promotions with other regional licensees. In 2005, I bagged the Best licensee marketing plan for release of the title - King Kong in the Middle East region.

I was part of a very aggressive marketing team in north India, handling all of Pepsico’s beverages brands’ on-ground visibility, merchandising, brand promotions and product launches.Handled the entire gamut of promotional activities under the PEPSI 2003 Cricket World Cup promotions. Led the launch of Mountain Dew for the region marked by several ground activities and roadshows.Analyzed sales trends and coordinated with product planning and sales depots to maintain inventory across all sku's.

Initiated the in-market sales and distribution of SuperMax Premium range for the New Mumbai area by appointing two new distributors. Introduced the concept of ‘in-shop’ promoters to the company and managed to list the range in Modern Trade accounts. Also developed a new channel for the area, namely pharmacies and medical stores.