Umer Mehmood Email & Phone Number

- 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.

- 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.

Pakistan

• 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.
• 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

Pakistan

• 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”

Pakistan

• 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.
• 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

Karachi

• 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

Pakistan

• 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

Islamabad

• 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

• 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.
• 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.
• 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.

- 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.

- 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.

- 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

Master Of Business Administration (Mba), Marketing

Activities and Societies: - President of the Art Society at LUMS - Tennis Batch Representative (SLUMS)

Bachelor Of Science (B.Sc.) (Honors), Computer Sciences

Activities and Societies: - Founder/General Secretary of Art Society at LUMS (year 2000) - President of the Art Society at LUMS (2001.

Advanced Level (High School), Physics, Mathematics, Economics, Urdu