Yasir Rizvi Email & Phone Number

Ownership of design and delivery of a strategic transformation program to build capability and improve performance of the organization’s convenience retail business in Canada.• Working with internal teams across the convenience and retail businesses, support functions (e.g., IT, Finance), and other external partners and vendors to implement changes.• Leading the transformation program to build space planning capabilities by implementing a framework of assortment reviews and linkage of planograms with in-store fixtures • Developed Assortment Planning Tools to aid category team in reviewing the item productivity and currently integrating new tools and processes into merchandising management• Created standard policies for assortment reviews and space planning to provide a system for efficient space utilization• Developing and evaluating analytical frameworks/models, conduct rigorous research/due diligence, and generate insights to support initiatives, leveraging external advisors and industry best practices• Engaging and leading stakeholders at all levels of the organization through transformational improvement to convenience retail capability and performance• Leading internal / external teams of 20+ people through complex projects

Responsible for development of statistically robust models using standard analysis, reports and BI Tools based on the various data inputs to aid category initiatives• Developed planogram adoption trackers for dealers to track category initiatives • Responsible for all internal Business Intelligence tool testing, evaluation, implementation, and utilization• Proactively delivered sales and operational insights by analyzing and synthesizing data from multiple sources (syndicated data, market research, retailer POS, internal data sources, etc.)• Provided the Retail Operations team and Dealers with models to aid understanding and targeting store results• Owned the delivery of insights and store performance for the Retail Operations team, making recommendations for implementing improvements to current store level sales tactics, operational best practices, and market share opportunities

Custodian of Shell Non-Fuel Retail CR Strategy managing 200 stores and a community of 800 people. • Grew business unit profitability by 30% YoY • Developed and led CAPEX intensive strategy to take NFR business bottom line to US$ 100 million by 2023 • Managed a direct team of category managers, operations & format mangers and IT team • Negotiated supplier agreements with Coca Cola, Red Bull, & British American Tobacco to expand focus categories via joint business planning • Managed business relationships with McDonalds, KFC and other clip-ins in Select stores to improve customer footfall by 15% • Led an award-winning partner promotion with financial intuitions like Visa International and 18 banks • Developed training modules for retailer/ shop staff upskilling to manage NFR on sites • Data partnership deal with Nielsen to finely curate POS data on industry standards and develop insights for Shell • Developed & launched fresh food deli offer

Tasked with delivering growth in non-fuel retail through convenience retail by category development within Shell Select stores network. • Established an operational excellence program resulting in 24% sales improvement and 2% enhancement in overall store gross margin • Developed a revamped Dealer Value Proposition for better business relationship management • Launched the global store formats incorporating macro space planning including layouts and category wise planograms developed on Nielsen Spaceman • Innovated out of box store solutions like 10x20 mobile stores as well as forecourt selling trolleys• Collaborated with Operators, Global teams, Tech teams and Finance to connect entire store network to a central database segmented into 4 layers of category hierarchies on a tailor-made SaaS based POS system • Led partnership deal between leading banks and Shell as redemption partner in fueling category and introduced QR payment solutions with Visa International • Developed an Omni Presence strategy to by onboarding last mile delivery partners like Foodpanda and launched always on digital presence

Responsible for development of Snacks category in line with customer journeys at Shell sites to deliver greater margins. • Grew category gross margin by 6% and volume by 23% • Vendor Relationship Management with category captains like Wall’s, Nestlé, Frito-Lay & Kellogg’s to grow the category with Joint Business Planning • Developed and implement category scorecards to effectively monitor growth with category and business unit • Designed and executed hero promotional calendar to improve in store footfall by 8% and improve category basket size by 11% • Conducted item level assortment analysis to determine range and drive SKU optimization along with streamlining vendors

Management of category and channel sales development for Juices portfolio. • Led RTM development and ROI optimization for the category to increase efficiency by 18% • Distribution Sales Force Training Champion for the category with advanced training and development skills and formal problem-solving expertise for over 23 distributors and 1,200 juices sales force nationwide • Designed and executed trade POSMs, volume & visibility programs based on customer engagement plans over various channels • Launched alternate sales point distribution model to sell juices on trikes adding 3% volume to overall category • Designed and executed trade POSMs and volume & visibility locking programs as per channel requirement (Key Accounts, Large Grocers, Small Stores, Pharmacies & Petro-marts) • Revamped chiller throughput monitoring and planogram management for juices portfolio • Analyzed market trends by closely working with Nielsen

Development of sales portfolio across channels by managing two retail distribution partners.• Delivered highest organic growth in the region for two consecutive years in multiple geographic locations• Managed a portfolio of 25 brands covering Beverages, Confectionary and Culinary, Infant Nutrition, Coffee and Tea Whitener categories while delivering double digit organic growth in 2013 (13%) and 2014 (10%) • Led a team of 3 Territory Sales Officers and handled 2 distribution partners along with dedicated sales force• Headed Sales Operations through monitoring of fundamentals, optimal asset utilization, coverage and budget management• Implemented and optimized channel and category-based route to market strategy • Responsible for training and developing Distributor and Nestlé sales staff to achieve best in class In- Call Execution and merchandising

Distributor operational efficiency improvement initiative for better return on investment • 3x ROI improvement for distributors• Rectified retail universe served by a group of distributors within a specified region through rigorous census with the help of digital geo tagging• Analyzed telematics of entire fleet of vehicles serving daily orders and ways to reduce wastage to drive efficiency and grow profits• Developed new and improved route to market for each category and channel with the help of elaborate techniques developed in the project• Training of the distributors sales force on specific parameters to enhance their productivity• Restructuring the incentive systems implemented by the distributor• Improve warehousing capabilities of the distributor with the existing resources• Help distributors better understand and manage their Return on Investments and grasp the most essential guiding principles which drive profit

Did cross-functional projects in Marketing, Finance and Supply Chain Finance• Supply Chain- Vendor Master Data• Finance- Re-distribution Cost calculations of Sub-Distributors• Marketing- SOP documentation for VMI implementation in Chilled Dairy Business.- Import and Installation planning on new pouch filler machine.- Monitoring of daily operations of existing yogurt shops.- Feasibility report for shifting the yogurt shop model to franchising.

Responsible for conducting a complete survey of retail outlets in market for Cerelac and submitted a report on shopper marketing

Digital Business Strategy

Master Of Business Administration (Mba), Marketing

Bba, Marketing & Finance