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Aamir Rafiq, Sr Category Buyer

Aamir Rafiq

Sr Category Buyer·Saudi Co for Hardware (SACO)

Saudi Arabia

Master's degree, Marketing

Work experience

Total years of experience: 15 years, 9 months

Sr Category Buyer

November 2018 - Present

Saudi Co for Hardware (SACO)

Riyadh, Saudi Arabia

November 2018 - Present

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.

Company industry:
Hardware & Building Materials
Job role:
Purchasing and Procurement

Category Manager

January 2017 - October 2018

Xcite Electronics

Riyadh, Saudi Arabia

January 2017 - October 2018

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.

Company industry:
Consumer Electronics
Job role:
Marketing and PR

Product Manager

April 2015 - December 2016

AL- Haddad Telecom

Jeddah, Saudi Arabia

April 2015 - December 2016

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

Company industry:
Telecommunications
Job role:
Marketing and PR

Brand Manager-Delsey

September 2011 - February 2015

Jumairah marketing (Bindawood Group)

Jeddah, Saudi Arabia

September 2011 - February 2015

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

Company industry:
Retail & Wholesale
Job role:
Marketing and PR

Marketing Specialist

August 2010 - September 2011

Bindawood Group

Jeddah, Saudi Arabia

August 2010 - September 2011

• 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.

Company industry:
Retail & Wholesale
Job role:
Marketing and PR

Education

The Chartered Institute of Marketing

December 2006

December 2006

Master's degree, Marketing

United Kingdom

Projects Done: Future of Mobile communication in UK Retail Market trends

Institute of Business Administration,University of the Punjab

April 2004

April 2004

Master's degree, Marketing

Pakistan

GPA (point): 3.5 out of 4

GPA (point): 3.5 out of 4

MBA is a 2years programme with 4 semmesters and 5module per semmester.

University of the Punjab

September 2001

September 2001

Bachelor's degree, Commerce

Pakistan

GPA (percentage): 75%

GPA (percentage): 75%

Bachelor of Commerce usually known as B.com is a two year degree specialising in Accounting,Commerce and Autiding/Business law

Skills

Business Relationship Management
Expert
Business Relationship Management
Expert
Consumer Product Development
Expert
Consumer Product Development
Expert
Profit 26 Loss Management
Expert
Profit 26 Loss Management
Expert
Marketing Materials
Expert
Marketing Materials
Expert
Microsoft Office
Expert
Microsoft Office
Expert
Market & comeptitor Analysis
Expert
Market & comeptitor Analysis
Expert
Retail Marketing
Expert
Retail Marketing
Expert
Strong communication skills(verbal/Written)
Expert
Strong communication skills(verbal/Written)
Expert
Computing | Ms Office & all business related softwares
Expert
Computing | Ms Office & all business related softwares
Expert
Proactive, Able to initiate, and committed to work
Expert
Proactive, Able to initiate, and committed to work
Expert
Brand Management & Product Development
Expert
Brand Management & Product Development
Expert
Business Relationship Management
Expert
Business Relationship Management
Expert
Consumer Product Development
Expert
Consumer Product Development
Expert
Profit 26 Loss Management
Expert
Profit 26 Loss Management
Expert
Marketing Materials
Expert
Marketing Materials
Expert
Microsoft Office
Expert
Microsoft Office
Expert

Languages

English
Expert
Urdu
Expert
Arabic
Intermediate

Memberships

The Chartered Institute of Marketing

Member

February 2005

The Lahore Chamber of Commerce and Industry

Executive Member

August 2009

Training and Certifications

Certifications
Certificate of Attendance- NCR Middle East
Nov 2010
Customer Chartership
Apr 2009

Training
Retail Banking Operations
Standard Chartered Bank
Nov 2010