Providing marketing support to channel’s all stake holders (sales team, distributors, retailers) to optimize channel performance (sales & profitability) resulting in 7% year on year growth with targetted 34% margin achievement. Devising all channel marketing programs and brand building activities in line with global guidelines to gain market share in LED segment by 1% in 2020. Defining clear go-to-market for all trade products through market & customer segmentation, channel partner engagement & enablement, channel offering launch and marketing support for all stake holders. Working with core product team to plan and conduct various product launch campaigns, trade shows and other retail promotional events. Responsible for development & implementation of Commercial Policy and incentive programs across channel partners with annual targets. Rendering support to Management team and commercial business heads for channels business plans with all strategic priorities and actions. Country lead for BMC plans and customer NPS along with implementation of DMS and SFA tools.

Provided marketing support to channel’s all stake holders (sales team, distributors, retailers) to optimize channel performance (sales & profitability) resulting in double digit growth year on year with targetted 30% margin achievement. Devised all channel marketing programs and brand building activities in line with global guidelines to constantly grow the market share up to 15%. Defined clear go-to-market for all trade products through market & customer segmentation, channel partner engagement & enablement, channel offering launch and marketing support for all stake holders. Worked with core product team to plan and conduct various product launch campaigns, trade shows and other retail promotional events. Responsible for development & implementation of Commercial Policy and incentive programs across channel partners with annual targets. Rendered support to Management team for channels business plans with all strategic priorities and actions. Acted as Country lead for BMC plans and customer NPS along with implementation of DMS and SFA tools.

Managed company’s largest portfolio of lighting lamps & LED at PKR 3.5 billion representing 75% of company’s turnover with 30% growth. Devised all annual operating plans for portfolio including growth target, portfolio phase-in/phase-out, Product mix & profitability. Supervised and managed all the trade promotional plans including designing, implementation, and adjustment. Successfully launched, first in Pakistan, energy efficient retrofit LED lamps in trade covering 500+ A-class retail outlets with development of all communication plan including print, radio and POS material. Acted as Business Head for LED lamps; responsible for LED’s nationwide sales in Pakistan besides all marketing & product management activities. Launched various economically priced high wattages energy savers 32W/42W/52W and pocked-friendly Ecobright energy savers to contribute significantly in turnover by >20%. Set pricing strategies tactfully to best meet the tough market conditions and competition price index. Managed import cost from region to hit the profit target. Achieved rolling forecast > 80% every month with strong liaised-on with Supply Chain & Sales which resulted in preventing of obsolescence less than PKR 4 million each quarter. Imparted product training to internal sales team, distributor sales team, key retailers & MR team on differentiation and benefits of Philips products.

Identified various B2B prospective and potential clients and presented company’s products/solutions to them through direct communications, face to face meetings, telephone calls and emails. Tapped 25% additional business from these new prospective clients in a year. Responsible to gain market, competitors and customer information and assessment of business opportunities with target markets. Actively and successfully managed the sales process, lead generation, solution pitch, negotiation and close with new and existing customers. Also responsible for proposal formation, facilitating in the preparation of RFQ’s, bids and responding to tenders and request for information in a timely manner.

Developed refrigerator’s marketing plan and product portfolio including phase-in/phase-out recommendations. Defined category challenges to conduct formal / informal consumer research, surveys and in-depth interviews. Made 360 degree communication plan with agencies. Worked closely with PR and ad agencies on product launches. Initiated, led and ensured withing timeline the development process of all phase-in refrigerator models. Developed product launch plan for above-mentioned models that included training material, product spec sheet, features benefits analysis, competitors’ analysis, branch-wise distribution plan, 360 deg communication plan, designing/development and distribution of POS material, coordination and conducting training for dealer salesmen and sales officers. Responsible to evaluate model various sales reports and ensured corrective. Rigorous market visits in liaison with Sales to meet customers and understand their needs along with monitoring of Dawlance Vs competitors market moves. Launched single door economical refrigerator to cater mass market living in social class C and below. Launched single door bedroom refrigerator. Achieved 50% market share in this category within 3 months.

Successfully supervised and completed various engineering rehabilitation projects of vertical storage tanks of different capacities at PSO Keamari Terminals A, B and C along with firefighting and loading / unloading facilities project worth million PKR. Was esponsible for preparation of Bill of Quantities (BOQ’s), cost estimates, tender documents, technical evaluation, comparative statements, purchase requisition, approval note and issuance of work order.