Azeem Usman

I am currently working in Dawn Bread Group Head Office Lahore as Regional Sales Manager Food Service for Dawn Bread and Dawn Frozen Foods and responsible for all sales and marketing and trade marketing activities in the region.

My Responsibility is to establish an independent Food Service Department in the organization in order to strengthen the brand image of Dawn Bread Group, which is already a market leader in its category.

I have worked in Fauji Fresh n Freeze (FFFL) Ltd Head Office Lahore as Regional Sales Manager (Center), FFFL is project of FFC group. When I joined FFFL the Lahore region was selling 700kg on monthly basis and almost in two years I have achieved monthly sales of 127 tons in the center region. Since joining my region is unbeaten having first position by contributing 58% in the national sales.

I was responsible for all Sales, Distribution and Merchandising for the company specifically in Retail, Key Accounts, LMT, HoReCa, HELT and IMT Channels in the entire Center Region and reporting directly to Head Of Sales. I am also responsible for Inventory Management and Displays in the region. I am also doing planning, forecasting, budgeting, controlling, hiring, training and development of team and allocation of resources in the region. I have successfully launched range of Opa Fries along with over twenty different SKUs of fresh and frozen vegetables and fruits in the region and giving tough time to well renowned international brands by grabbing their major market share, Alhamdolliah we are growing day by day very rapidly.

I have worked in Tapal Tea Regional Office Lahore as Corporate Zonal Sales Manager (Corporate, HORECA and IMT). I was responsible for all sales and merchandising for Corporate, HORECA and IMT Segments.

I was looking portfolio of worth Rupees 300 Million in Lahore Zone which comprises of following cities, Lahore Kasoor, Shadhara, Muridkay, Sheiphupura, Gujranwala, Daska, Sialkot, Wazirabad, and Hafizabad with sales team of Two ASM, Three TSE, Two BDEs, Two BDOs Five Merchandisers and thirty-six DSRs.

I was also responsible for all five International Modern Trade Outlets (Metros & Hyperstar) in Lahore.

I have worked in Tapal Tea Regional Office Lahore as Zonal Sales Manager. I was responsible for all sales and merchandising for Corporate, HORECA and IMT Segments.

I was responsible for portfolio worth Rupees 256 Million in Lahore Zone which comprises of following cities:- Lahore Kasoor, Nankana Sahib, Shadhara, Muridkay, Pindi Bhatian, Farooqabad, Sheiphupura, Jarawala, Noshara Virka, Gujranwala, Pasroor, Narowal, Sialkot, Daska, Wazirabad, Hafizabad and Alipur Chatta with sales team of Two ASM, Three TSE, Two BDEs, Two BDOs Five Merchandisers and thirty six DSRs.

I have worked in Tapal Tea Regional Office Lahore as Lead Area Sales Manager (Corporate / HORECA and IMT). I was responsible for all sales for Corporate & HORECA Segment in Lahore, Kasoor, Shadhara, Sheiphupura, Pattoki, Okara, Sahiwal and Chichawatni and Local and International Modern Trade Store in Lahore.

I have managed efficiently and effectively eight distributors, over Eighteen Hundred customers and sales team of over forty five professionals in aforementioned cities which includes (One ASM, One TSE, Two BDEs, Two BDOs Three Merchandisers and thirty Six DSR). I am also handling forty Key Accounts (Modern Trade Stores), Three International Modern Trade Outlets (Makro, Metro & Hyperstar) in Lahore. Alhamad-o-llillah I have achieved all my sales targets. The detail of my achievement and key responsibilities is as under:-

1. Month wise quarter wise, brand wise and SKU wise sales target achievement.
2. Visiting distributors and markets to ensure the proper implementation of systems and to ensure quality services.
3. Annual Sales Target Distribution and Planning for their achievement.
4. Training & Development and grooming of Area Sales Manager, TSEs, BDEs and DSRs.
5. Planning, Development and Forecasting of Consumer Promotion Plans for HORECA and Corporate channel with the management.
6. Designing, Planning and Execution of ATL and BTL activities with marketing department For OOH and Modern Trade Channels.
7. Regular Follow ups at IMT stores to achieve sales targets.
8. Identification of potential opportunities for brand promotion in the corporate channel.
9. Managing Local Modern Trade (40 key accounts like Alfatah, Potpourri, HKB etc) and International Modern Trade (like Makro, Metro and Hyperstar) in Lahore.
10. Handling Sales, Display, Branding, Merchandising and Agreement renewals etc with all aforementioned clients under Local and International Modern Trade.

I have worked in Tapal Tea Regional Office Lahore as Area Sales Manager (Corporate / HORECA and IMT). I was responsible for all sales for Corporate & HORECA Segment in Lahore, Kasoor, Shadhara, Sheiphupura, Pattoki, Okara, Sahiwal and Chichawatni and Local and International Modern Trade Store in Lahore.

I had managed efficiently and effectively nine distributors, over fourteen hundred customers and sales team of over thirty five professionals in aforementioned cities. I had also handled forty Key Accounts (Modern Trade Stores), Three International Modern Trade Outlets (Makro, Metro & Hyperstar) in Lahore. Alhamad-o-llillah I have achieved & exceeded my sales targets. The detail of my achievement and key responsibilities were as under:-

1. In the financial year (2011-12) 101% Sales Target Achievement (YTD), with growth rate of 22% over Last Year.
2. In the financial year (2010-11) 104% Sales Target Achievement with growth rate of 4% over Last Year.
3. In financial year (2009-10) 142% Sales Target Achievement with growth rate of 75% over last year.
4. Training & Development and grooming of DSRs, BDEs and TSEs.
5. Planning, Development and Forecasting of Consumer Promotion Plans for HORECA and Corporate channel with the management.
6. Designing, Planning and Execution of ATL and BTL activities with marketing department For OOH and Modern Trade Channels.
7. Annual Sales Target Distribution and Planning for their achievement.
8. Identification of potential opportunities for brand promotion in the corporate channel.
9. Visiting distributors and markets to ensure the proper implementation of systems and to ensure quality services.
10. Managing Local Modern Trade (40 key accounts like Alfatah, Potpourri, HKB etc) and International Modern Trade (like Makro, Metro and Hyperstar) in Lahore.
11. Handling Sales, Display, Branding, Merchandising and Agreement renewals etc with all aforementioned clients under Local and International Modern Trade.

I have worked in a Frozen Food company named Icepac Ltd. as Assistant Manager Marketing & Sales. Icepac is pioneer in frozen vegetables and frozen foods and is the only company In Pakistan which supplies its products to all five star hotels, restaurants and multinational food chains working in the country. I have managed all sales & marketing related activities for the company country wide through direct selling in the Retail Market as well as in all key account outlets (like Alfatah, HKB, Pot Pourri etc).

I have also managed sales for Metro, Makro and Hyperstar stores in Lahore, Islamabad and Karachi and reports directly to Director Sales & Marketing.

Icepac is also sole distributor of Unikai ice cream in Pakistan; it is available on all leading departmental stores and super markets etc in the country. I was also responsible for Import and Sale & distribution of Unikai Ice cream in whole Pakistan. Planning, Forecasting and Pricing were also my additional responsibilities in this regard.

I have successfully launched three SKU’s for the company In Frozen Vegetable and Ice Cream Categories.

I have also conducted e-marketing and e-auction (online bidding) for the company on different platforms like Arriba with Nestle and Tejjari with Hashoo Group.

I have also designed POS Material like Poster, Flayers and Company’s Corporate Brochure for all range of Icepac products.

I have worked as Asst. Manager IT Marketing and managed all marketing and IT related activities for NMC in the Punjab region. My key responsibilities were:

• To accomplish all marketing activities for the company to attract new clients.
• To establish & implement new marketing strategies to enhance the NMC clients network.
• To conduct seminars, conferences and presentations in different cities of Punjab region to highlight NMC core services.
• To meet with different franchises to review existing marketing plans.
• To identify the needs of the customers to provide them the best possible solution.

I have worked in Tariq & Co as Asst. Manager Marketing & Sales and I was responsible for all sales & marketing activities and report directly to CEO.