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

• 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.

• 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%

• 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

• 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)

• 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

• 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

• 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.

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