Dilshad Ali

Professional Summary

I am an experienced professional with more than 35 years’ experience in pharmaceutical marketing.
Successfully created and headed a centralized Marketing Services Department. Gained Experience in providing support to Marketing Planning, Business Development, Production Planning and Inventory Control (PP&IC), Financial Planning, Marketing Operations and Technical supports:

Marketing Services -Planning role:
• Provided input into the strategic planning process for the sector and brand teams. In particular to recommend new products and services across all marketing services.
• Lead and coordinated many Marketing Strategic projects using GAP ANALYSIS, Boston Matrix techniques, by third party (like IMS, UK and Bain & Company).
• Conducted annual detailed corporate level Marketing Analysis and recommended optimum Product Portfolio, before top management. Extensively using secondary sources (such as IMS, Internal Data, and Government Publications etc) for Analysis.
• Experienced at managing projects from the requirements identification phase through to completion.


Marketing Services -Business Development role:

• Conducted various P&L Analysis in areas of 1) Brand Acquisition, 2) Marketing rights for second brand (me too), 3) Contract/Toll Manufacturing and 4) Under License full Manufacturing
• Follow up with Licensors to act as a liaison/coordinator between Spimaco and co-marketing licensors, to get forecast on regular basis and to solve other mutual issues.

Marketing Services - Production Planning/Inventory Control (using SAP).

• Maintained demand and supply synergies between Marketing and Production. Prepared procurement plan for imported products and production requirements for locally manufactured products.
• Conducted inventory checks, expiry and damages and regular review of ROP (Re-Order Point) at warehouse levels.
• Preparation of Long Range Plan. Scope of Long Range Plan is Sales Forecast, of all areas, Marketing Share Projection, Manpower Requirement, Capital Addition and Marketing Department Expenses distributed over Cost Centers and GL Account as specified in SAP System.




Marketing Services - Financial Analysis role:

• Carried out profitability Analysis to evaluate marketing and sales contribution, by product, by team.
• Prepare Annual Marketing/Promotional Expenses Budget and get it approved from Top Management.
• Support the Head of Marketing in ensuring that expenditure does not exceed the levels set out in the Marketing budget.

Marketing Services - Operational Management role:

• Monitored Objective Setting and Analysis of Achievement using Hoshin Kanri .
• Lead and prepared Standard Operating Procedures for Marketing Department as per ISO 9001 standard.
• Ensure that all SOPs prepared under ISO 9001 guidelines are properly implemented and the practices are adhered to.
• Constantly reviewed and managed all marketing processes, including the development and maintenance of business procedures for internal audit as per ISO 9001 guidelines.

Marketing Services - Technical role
• SAP ERP SYSTEM: Designated as Key User representing Marketing Department, to include all Marketing needs in the blueprint for implementing SAP ERP System.
• Developed expertise in using SAP System for Sales Analysis, Projects, Forecasting and Budget control.
• Participated in implementation of CRM (Customer Relationship Management) System.
• Designated as a member of Steering Committee for obtaining ISO 9001 Certification.
• Acquired knowledge of audit techniques of ISO 9001 standard (Official internal Quality Auditor).