Tanvir Ekram Email & Phone Number

Toronto, ON, CA

Toronto, Ontario, Canada

• Accelerated Tetra Pak’s growth in the dairy category from 5% to 28% per annum by enhancing consumer preference, thus consumption of the leading dairy brands in the country
• Enabled key customer to achieve C$ 53 Mn in sales revenue from C$ 19 Mn in 4 years in UHT milk category
• Worked closely with the customer as the external marketing consultant; facilitated effective planning and execution of 360’ brand campaigns; strengthened the market leadership with 85% category share
• Planned and implemented large scale marketing campaigns (investing up to $500 thousand) targeting mass consumer segments to accelerate the consumption of brands packed in Tetra Pak packages
• Conducted ‘Innovation Day’ with key customers and co-created 15 plus potential product concepts to build a robust product launch pipeline for the future. Impactful launch of new ethnic beverages and 100% fruit juice in.
• Performed consumer need-gap and trend analysis; assessed Tetra Pak’s competitive positioning in assigned product categories and scoped market research for identified new consumer segments; synchronized relevant.

• Managed a group of dairy and beverage customers with annual sales portfolio of C$ 4.5 Mn; contributing 25% of the country business
• Performed detailed assessment of customers’ business processes and deployed account team resources as per Tetra Pak's global value selling principles to build superior business relationship with the customers
• Performed detailed analysis of product value chain of key customers in order to promote appropriate package portfolio; pioneered the launch of advanced packaging format ‘Tetra Prisma Aseptic’ with a leading beverage.
• Performed realistic sales forecasts for packaging materials and capital machinery; maintained high 75% accuracy for the assigned customer groups
• Conducted rigorous exercises to review customer supply chain processes and undertook initiatives to improve profitability by reducing product input costs

Trade Marketing And Sales

• Developed and implemented area business plan to attain sales revenue, distribution and merchandising objectives.
• Appointed 3rd party distributor, developed them as professional business partners and ensured uninterrupted sales operation in the assigned area.
• Coached direct reports to developed functional competence and leadership soft skills to take over managerial and supervisory roles in the organization.
• Mapped key external stakeholders (business chambers, media, district administration) and engaged with them diligently to protect company’s business interest.

Marketing

• Responsible for planning & executing CDN 6.5 Mn annual marketing investment towards consumer engagement and merchandising at point of sales targeting 400,000 traditional trade retail nationally
• Introduced first ever call-based consumer promotional campaigns which improved brand message recall rate by 30% while reducing 70% cost
• Developed and executed customized trade loyalty programs for 20,000 top traders nationwide
• Recruited and developed commercial suppliers to manufacture high quality communication materials and campaign collateral for executing International brand campaigns (Benson & Hedges, Viceroy)

Trade Marketing And Sales

• Spearheaded BAT’s first-ever nationwide distribution re-organization project; expanded product distribution services into 200,000 additional retail and improved the network efficiency by consolidating 20% dealers
• Recognized as LISTER (a nomination of ‘fast tracker’, decided through a talent review process) for consistent demonstration of people, strategic and business Leadership

Certification, Digital Strategy And Marketing Management

Master Of Business Administration - Mba, Finance, General

Bachelor Of Business Administration (B.B.A.), Marketing/Marketing Management, General