Head of CMI
Unilever Pakistan Limited
مجموع سنوات الخبرة :20 years, 8 أشهر
- Leading a team of 7 market research professionals and support staff.
- Business partnering with senior leadership of the organization including the Chairman and VPs of all the functions.
- Led a step change in CMI capabilities and business partnering skills with greater focus on insight rather than data.
- Providing the local business teams with 360 degree market understanding using local as well as regional insights, developed business understanding of various consumer groups.
- Successfully launched consumer focus activities among the employees to build connection with the users of our products.
- Leading and mentoring not only CMI but also brand and sales team on enhanced information and insight based business planning.
- Areas of responsibility include Retail Audit, Consumer Panel, Brand Tracking, Post Launch evaluation, Consumer Careline
- Accounts I serviced included Coca Cola Middle East, Nestle Pakistan, Telenor Pakistan, Zain and Unilever
- Responsible for revenues exceeding 1 Million USD per annum.
- Led the Telenor Pakistan and Nestle Pakistan accounts team.
- Responsible for all Brand Tracking and Ad testing for Telenor Pakistan, Nestle Pakistan and Coca Cola Middle East.
- Provided my clients with actionable consumer insights and up to date information on their brands health.
• Responsible for all SMG market research activities for KSA and Kuwait.
• Media effectiveness and importance of contact points to different categories.
• Qualitative research on cooking channels/shows.
• Usage and Attitude study on fast food restaurants.
• Developed KPIs for the local media market performance.
• Performance analysis of various TV channels.
• Campaign effectiveness studies.
• Testing of promotional campaigns.
• Clients include: Almarai, Rabea Tea, Albaik, Goody Foods, P&G.
- On deputation to PepsiCo as part of the marketing team.
- Handled Pepsi International and Frito-Lay account for Saudi Arabia.
- Analyzed marketing needs and advised on research needs and methodologies.
- Lead on all market research activities in Customized Research and Retail Measurement Services (RMS).
- Developed key performance indicators for the local market.
- Analyzed research data from multiple sources and provided marketing team with insights
- Servicing the PepsiCo account full time.
- Usage & Attitude studies on beverages in Pakistan and Nigeria.
- As part of the PepsiCo servicing team responsible for research across brands and categories.
- Helped drive research insights to the marketing team.
- Conducted multiple Concept and Product Test studies on a variety of categories including CSDs, Snacks, Energy Drinks, Bottled Water and Malt Beverages.
- Pricing researches on Snacks and Beverages.
- Volumetric research on CSD.
- Coordinated researches in Pakistan, Nigeria, KSA, UAE, Egypt, Turkey and South Africa.
- Clients; Reckitt Benckiser, PepsiCo, Continental Biscuits Limited (DANONE), Tapal Tea, Lawrencepur Textiles and Berger Paints.
- Usage & attitude Studies for Carbonated Drinks, Snacks, Confectionery and Decorative Paints.
- Concept & Use Tests for analgesic category.
- Segmentation Study on the snacks category.
- Retail market understanding for the garments and cloth sector.
- Product and Concept Tests for Snacks, Beverages and Household products.
- Volumetric studies on snacks, analgesics and water purifiers.