Ebrahim Baig Mirza

Category Management of all FMCG products (Toys, Stationary, Fashion, Luggage, DIY;
Procurement, Buying and Pricing;
Training Category Managers and leading the budgeting process;
Creating Marketing plans (Digital, Social and ATL/BTL)
Leading design department for private label and creating new brands;
Sales Development - creating business development plans with all leading key customers in the Saudi Arabian and Middle East markets;
Expanding brand portfolio in different categories in FMCG;
Strategic management of procurement, marketing, sales and inventory;
Creating new streams of income and business;
Creating new channels of business;
Creating new plans and schemes of business improvement;
Penetrating strategic customers for bigger depth reach with key channels;
Developing ecommerce and online channels;
Managing P&L and improving bottom line tactically and strategically;

Achievements:

Developed portfolio for Saudi Arabia and MENA by expanding into various categories by GAP analysis tools;
Improved business reach and depth from 6% into key accounts to 25% in 12 months period for several channels in the trade.
Improved bottom line by each brand and category by 3% net on overall turnover;
Expanded business in the region by establishing distribution partners, managing them and creating additional streams of business

Provide executive level leadership with full P&L accountability for all business activities of the wholesales business across the Middle East market with annual turnover of SAR250+ million for retail and distribution while managing a multi-disciplined team, including operations heads. On retail side engaged in multiple projects for Category enhancement, new business streams on merchandising management, improvising margins, category reengineering, OTB management, training buyers and developing, managing metrics to achieve KPIs. (additional revenue streams of over SR 100M);
Plan and execute digital marketing strategy and lead website and social media management to meet agreed product goals and revenues. Perform market intelligence to assess market conditions and competitors moves and make effective commercial decisions to capitalize the business development opportunities. Define and implement business strategy as well as lead, build, and motivate management team to achieve organizational goals and objectives.
Selected Contributions:
•Established the Key Divisions in Retail and Distribution from scratch across Saudi and Middle East market, including setting up of organizational vision, formulation of SOPs, staffing, and customer acquisition.
•Designed entire Route-To-Market strategy, analysed competitors’ actions, and implemented effective competition combat strategies.
•Amplified revenue margins by 2 folds and pioneered expansion of business into newer territories.
•Consistently achieved targeted annual marketing budget & ROI and maintained a market share growth to # 2 position in year 1 of operation for retail & distribution.
•Reworked all category management by enhancing performance of products with improved returns and increased depth and penetration in markets resulted in increasing market share by 4% in 12 months period.

, Back To School, Consumer Goods, Licensed - MENA
Headed buying, sales and channel management across markets of Saudi Arabia with annual revenue of SAR45 million for a new entity.
Cultivated existing channel relationships and built new business partnerships to drive the sales in the region. Formulated and implemented short-term & long-term strategies, sales budget, forecasts, and business plans; coordinated with SCM and PCM for rolling order forecasts based on KSA demands and customer synergies; set-up KPIs for KSA team and KRA & KBOs for customers. Assessed changes in market demand and created new marketing strategies and selling techniques to effectively promote existing and new product. Kept control of business expenditure, ensuring it's within agreed budgets.
Selected Contributions:
•Delivered consistent sales growth of 40%+ YOY.
•Established and managed a network of distributors and designed distribution strategy to achieve targeted sales volumes and market shares.

Created a more responsive and market-driven organization by revamping the business model and strategy.
Designed engaging digital marketing strategies and executed plans that cultivated audience, increased web presence, and enhanced brand awareness. Developed and cultivated sales growth strategies focused on both financial gain and customer satisfaction and conducted market and competitor research to recognise new markets, customers, and products. Monitored competition by gathering current marketplace information on pricing, products, and trends and led the development of new products to capitalise the new business opportunities. Responsible for buying, pricing, selling and collecting as business head with enhanced tools deployed in category management, improvised use of market penetration techniques, space expansion and market share targets.
Selected Contributions:
•Re-engineered Product & Category portfolio resulted in amplifying the revenue by 3.5 times.
•Achieved 3% growth in market share.

Seamlessly delivered breakthrough levels in cost-reduction and profitability.
Formulated business strategies and led day to day operations, business planning, buying, budget development, and sales collections and marketing efforts toward achievement of organization’s objectives. Managed controllable costs to ensure adherence to budget guidelines and expectations.
Selected Contribution:
•Grew business by 300% and NP by 3 points.

, Back to School Products, Home Furnishings, Licensed Consumer Durable Product categories;
Established business strategy and developed medium to long-term business plans for sales and marketing across MENA & India markets. (Mattel- Barbie, Fisher Price, Hotwheels, LEGO, Bandai, Leapfrog, Disney, Nickelodeon, Hello Kitty etc)
Envisioned and implemented strategic buying, selling and marketing campaigns that effectively describe and promote the organisation and its brands. Conceptualized 3 year buying, sales & marketing plans, budgets, and media strategies and achieved business objectives.
Selected Contributions:
•Increased business by 300% in a span of 12 months; successfully achieved 8:1 ROI in < 6 months
•Enhanced brand presence through strategic tie-ups with key leading (MBC 3, CN) TV channels and through launch of websites and social media campaigns.
•Led the implementation of ISO certification and Oracle Business Management system in the organization.
•Achieved several million free annual media impressions through public relations and publicity strategies.

Additional experience as Marketing Manager Chips, Conf. and Category Manager - Canon, Polaroid, Lexar, Digital, Analog
FMCG, Consumer Electronics, Industrial & Business Products