- Overseeing all trade-related endeavors, including the implementation of trade visibility and channel programs- Managing the planning and implementation of brand-related initiatives throughout the product lifecycle- Conducting thorough monitoring and evaluation of in-market execution- Ensuring both pre- and post-activity assessments to optimize return on investment- Designing GTM, tracking and ensuring NPD success to expand company portfolio

- Tasked with designing the sales strategy and driving sales performance of the regional sales teams through driving KPIs and various other measures of success. Implementing Best Practices from other organizations I have worked for to drive efficiencies - Identifying product development ideas in coordination with the relevant business stakeholders (Sales, Affiliates, Marketing, HR, etc.) and structuring them for subsequent development and execution - Oversee policy and business process flow (SOP’s) idea formulations and spearhead implementation- Preparation of daily, weekly, and monthly reports for relevant unit heads to support them in effective decision making- Assessing/analyzing sales dispute cases based on facts and findings

• Working as an independent industry expert for projects coming through BPOs like Alpha Insights and On Frontiers from across the globe• Providing consultation to various clients on industry trends, ranging from commercial outlook, media trends, RTM to infield executions• Clients ranged from foreign investors in tobacco and FMCG products to local clients seeking to restructure Route to Market

• Leading Commercial Planning and Marketing Services in addition to the already given portfolio of Trade Marketing and Consumer Engagement departments in Philip Morris Pakistan (Responsible for a team of 15 people including indirect reports)• Responsible for putting in place a comprehensive cycle evaluation process to efficiently allocate overall commercial resources for better returns• Improvements in the planning processes through pre-post evaluations for all commercial activities• Building a knowledge library to ensure efficient access to best practices for all commercial functions

• Heading the Trade Marketing, Cycle Planning, Consumer Engagement & Distribution departments in Philip Morris Pakistan• Managing a team of 11 people with a budget of over USD 22 million • Responsible for all trade related initiatives such as trade visibility installation to channel programs• Responsible for Cycle Planning and roll out of all brand related initiatives • Effective tracking and evaluation of in-market execution • Ensuring pre and post evaluation of all activities in order to determine “better bang for the buck”• Responsible for the Census Revalidation Project, where the task is to determine the complete handling and non-handling universe, along with market share, shopping trends etc.• Responsible for the cost-plus distribution program, which is being controlled centrally

• Looking after the trade strategy and in-store activation for the 2 category leading brands for RB Pakistan, Harpic and Dettol Surface Cleaner (categorized as Future Star Brands). Consistently bringing highest brand growth month-on-month since taking over the role. Additional brands included all of Healthcare portfolio (Disprin, Dettol Antiseptic Liquid, Gaviscon, Strepsils etc.)• Leading volume projections, forecasting & supply strategy to ensure consistent supply to all customers• Developing and fine tuning strategy to maintain leadership position in increasingly competitive categories• Jump-starting growth using effective ways to expand distribution in comparatively high-end categories. Distribution footprint in Dettol Surface Cleaner versus last year has grown by 50% in the last 3 months• Using key shopper insights to develop best-in-class concepts for in-store executions• Using Global Success Models to design effective trade strategies for NPDs, enabling the field team to drive these products effectively. 2 NPDs launched in 4 months into the rollAdditional Responsibilities• Responsible for Pharmacy channel initiative nationally. Currently launched Vision Pharmacy Program in over 3,000 pharmacies across Pakistan for best-in-class execution in Pharmacy channel• Single point of contact for research based third parties for RB Pakistan’s Sales Organization• Single point of contact for driving online retail in RB Pakistan – coordination with all the internal and external stakeholders to develop this channel further

Roll expanded to include General Trade (PGP as in previous roll) along with Pharma channel for RB nationally. No more regional responsibilitiesAdditional Responsibilities:Pharma (OTC) Trade Marketing (National)• Leading sales, trade budgets & GTM strategy for Pharma brands such as Disprin, Disprol & Gaviscon• Responsible for delivering KPIs- real internal growth, organic growth & overall profitability. These were the only categories which delivered over planned numbers in a very challenging year• Formulating business plans/ business development initiatives based on Global Success Models & enabling field sales to execute them to drive maximum efficiency• Dealing with research agencies to monitor brand value/ volume shares & numeric/ weighted distribution nationally. Ensuring continuous share growth across channels by carefully designing & implementing business strategy• Leading brand volume projections, forecasting & warehousing strategy to ensure consistent supply to all customers & effective supply KPIs management for the organization• Dealing with local agencies for relevant in-store executions• Conceptualized, designed and launched Perfect Pharmacy Program in the top 1,000 pharmacies across Pakistan in the pilot phase. Expanding contracts initiative footprint in the pharmacy channel

• Champion 4P initiatives on the designated channel nationally (Grocers and superstores). Launched best-in-class Perfect Grocers Program nationally with a footprint of over 25,000 stores• Coordinated with third parties (Nielsen) and monitored / ensured 4P compliance. Regular reporting and continued improvement through feedback was critical to the project’s success• Negotiated and managed relationship with supplier / vendor to get the best possible rates• Studied third party (Nielsen)/internal data and identified opportunities to improve numeric / weighted distribution and share of shelf in key channels• Monitored and reported all competitor activities and evolved strategy to counter nationally• Ensured timely reporting from region on all reporting requirements from the head office • Ensured excellence in 4P execution as per agreed strategy in all channels within the region• Initiate and execute regional BDI’s in line with channel strategy• Coordinate, allocate, monitor and maintain data on effective installation and utilization of visibility tools and other POP material, brochures and leaflets• Rollout monthly activity calendar to the regional team after value adding to cater to regional requirements

• Was managing sales for Nestle Foods & Beverages in North Outstations Region, with business worth around Rs. 4.5 Billion (USD $50 million) per annum • Responsible for a team of 4 Area Sales Managers, 6 Territory In-charges, 7 direct distributors and 2 handling agents along with 59 indirect distributors• Responsible for the region’s sales KPIs (real internal growth, organic growth, portfolio mix and year on year growth).• Administrative control of regional matters and ensuring timely clearance of customer outstanding and various other deliverables (internal & external)• Delivery of agreed business plans / business development initiatives• Achievement of regional targets through effectively controlling TTS, FOE, ROI and product mix along with accurate and timely sales forecasting for the region• Continuous development of subordinates for effective pipeline management• Ensure consistency of sales (invoicing & retailing) for all months as well as within a month• Evaluation of distribution structure, customer P&L and exploration of new avenues of growth. • Played a central role in a major turnaround of the regional business, with a complete distribution structure overhaul. Ensured that the realigned distribution structure starts delivering immediate results month-on-month to ensure smooth transition. This resulted in a better service model in the field and improved profitability for the company. Turned around flat growth to over 30% versus last year in 6 months through restructuring route to market

• Was responsible for Jhang area (13 distributors/sections, over Rs.2 billion annually) in Central Punjab, looking after a range of sales related activities ranging from daily operations to adhoc rollouts and cascades• Achievement of sales forecast and related objectives through trade marketing and distribution operations. Assessment of brand trends, timely development of action plans and execution to ascertain competitive edge • Implement trade marketing operation plans/strategies, developing business partnerships with trade channels/customers, effectively using data to increase width/depth, product presentation, stock rotation and after sales service • Ascertain effective and improved performance of distributors functions by keeping their sales force motivated and improve their skills through on/off the job training • Training and development of own field staff for the achievement of Trade Marketing and distribution objectives and keep them motivated by highlighting career opportunities • Effective and efficient use of resources for improving sales/profit and market share

• Was responsible for the Wall’s Adults portfolio including brands such as Cornetto, Magnum & Wall’s Impulse range. Earlier, was responsible for Moo and Out-of-Home (catering) category (Oct 08 to Feb 09) • Part of the core team responsible for Cornetto 2009 “Ho Jaane De” campaign, Feast “Bite for a Bike” campaign, Magnum 2009 “World’s Pleasure Authority” campaign, Cornetto 2010 campaign & Wall’s Badami 2010 campaign• Responsible for the Vitality campaign in December 2008 & 2010, which was an initiative to do umbrella branding for Wall’s in the main urban hubs through non-mainstream media (“Thand hai toh kya hoa” Campaign)• Responsibilities include day-to-day brand operations such as activation, launches, planning and rolling out brand activation, brand initiatives, researches, sales coordination and analyses, brand financials, coordination with the supply chain and sales, coordination with third parties and regional brand development etc• As part of the brand team, responsible for business performance according to the given criteria. These include volumetric growth, financial indicators, customer service levels etc.

- Worked in the position of ABM Lipton for a year and was also responsible for A1 tea brand in parallel for 3 months- Creatively playing the part of Brand Building and coming up with innovative solutions to better reach the intended target market (Lipton Talent Hunt LTH initiative). LTH was a cost-effective initiative targeting the aspirational crowd of top-end university/college graduates. The concept was to generate talkability through inter-university business competition, where chosen groups were to launch a teabags campaign in their respective campuses. This multi-faceted project empowered the students to experience brands, at the same time, gave Unilever an option to give back to the community in an effective manner by developing local talent- For A1, was responsible to get mileage out of the sales channel through designing out-of-the-box trade related solutions, as this is a trade driven local jewel- Worked in Channel & Customer Development (sales) attachment for 3 months. Performed various roles, from an Order Booker to a Territory and Area Manager- Worked in channel development in Customer Marketing, conducting researches to identify consumer insights and developed strategies for channel branding

- Interned in the Brands department for “Pampers”- Worked with the team to establish “Pampers Baby Care Institute“, where specifically managed the professional leg: designed a Pampers Doctors’ Detailing Program aimed at on-boarding 5,000 doctors across Pakistan. The project has recently been rolled out as “Pampers Expert Center”- Conducted and analyzed researches regarding various projects- Designed hospital pharmacies distribution plan, covering 1,500 pharmacies across Pakistan

- Consulted regarding various marketing related issues and a number of marketing ventures for company’s clients. These included a variety of clients ranging from Shopping Malls to Real Estate development- Responsible for the marketing and business of software products line, including SOPHOS and SAGE

- Managed a merchandizing team for on-field operations for various clients- Managed a marketing team for various services as per customer requirement- Designed and implemented Distribution Monitoring Plan and marketing strategy for Exxon-MOBIL Pakistan chapter MOBIL Askari - Clients included: MOBIL Askari, Irfan Group of Industries, Famous Brands, Global Sports Alliance (Japan)

- Responsible for marketing and promotion of CARE in order to generate more donations- Managed the publishing and printing of materials related to the NGO’s image- Worked with various teams from a number of educational institutions on related projects