Aamir Rafiq

Key Highlights:

 Category growth 33% during FY 2019
 Successfully expanded stores network by 15 SIS stores during one year (2018-2019)
 Reduced lead time of product delivery and on time execution of pricing & promotion

• Being the ‘business owner’ for assigned categories, possessing a complete understanding (including strategic context) of variables that impact business including forecasting, monitoring, analyzing and reporting on the business.
• Focusing industry trend, seasonality and continually monitor competitor & industry developments.
• Maximize SACO’s business profitability and selection expansion opportunities by sourcing timely and cost effective products.
• Manage vendor relationships negotiate and secure marketing funds by creating plans for new opportunities
• Conduct financial analysis of business opportunities to meet and exceed revenue and profitability targets.

Key Highlights:
 Boasted android business share by 13% within Mobile category FY2017
 Introduced three new brands to existing phone portfolio
 Expanded business for ecommerce trade through aggressive tactical offers by 19%

• Build & manage the Mobile category in terms of (Volume forecast, Category Turnover, Financial forecast, Stock management and Initiatives rollout) in order to achieve desired business objectives.
• Monitor, analyze, improve and develop the mobile category to gain sales, market share, margin and profit through a regular category review.
• The review is being supported with financials, and summaries on competitor performance, consumer insights, product design trends and sales performance/ feedback.
• Drive strategic supplier relationship management, by regular negotiations including everyday pricing/promos/offers, monthly, quarterly & annual rebate/incentive support programs, in store branding/marketing budgets.
• Sales and activity analysis, Analyze data to strategize profit growth opportunities for the category and suppliers.

Product Manager
• Analyze how allocated brand is positioned in the market and know targeted consumers insights whilst managing all product life cycle strategies and defining exit strategies for EOL range.
• Owns the performance of the product and responsible for ensuring that the product achieves its financial objectives (value/volume) & act to improve P&L
• Oversee marketing and advertising activities to ensure consistency with product line strategy Coach the team and get the best from everyone
• Coordinating across departments (supply chain, Channel operations, marketing, finance and distribution, develop and own the go to market strategy to maximize market share

Brand Manager (Delsey)
• Lead overall consumer demand by formulating the brand’s strategy and executing marketing plans.
• Defined brand’s pricing, packaging, merchandising, advertising & promotional strategies.
• Managed relation with principal (Delsey-France) for brand expansion plans, seasonal/non seasonal assortment selection, ordering and on time shipment, negotiating prices, marketing budgets, deciding the annual sales plans & targets, strategies to meet them.
• Brand Building
• Budgeting and Planning
• Advertising and Agency Management
• Market Research

• Identify, develop, and evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, buying trends and consumer income information, cost and margin factors.
• Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections.
• Establish customer satisfaction programs, promotional packages with coupons and incentives as well as materials for media distribution, responsible for allotting the budget among marketing campaigns, advertising strategies and promotional tools.
• Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.
Evaluate / measure effectiveness of activities & investment
•Search and spin best practice marketing activities
•Conduct measurement and evaluation for promotions, responsible for management and control of advertising, promotion and trade marketing budgets
• Use sales forecasting and strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends based on the information provided by research agencies.