Trade Marketing Manager
Shahini Distribution, Branch of Shahini Group Holding
Total years of experience :16 years, 9 Months
Played Marketing & transformation role in Food Service group by introducing new categories & private label, activated Route-to-Market KPI’s, and increased profitability via staying ahead of competition pricing curve. Reporting to Sales director
Impact:
I have built corporate brand Identity & tools, including Company Logo, Website, Online Store, and Linked-in page (www.shahini.com), https://store.shahini.com
a. https://www.linkedin.com/company/18150881/, https://www.linkedin.com/company/18150881/ https://www.linkedin.com/company/18150836/
https://store.shahini.com
b. I have launched three private labels, that are Aris, Tabkha, and Ajwan resulted in Increasing company brand equity and differentiation
c. I have expanded product portfolio by launching new categories including Rice, Cooking Oil, Burgers, Minced, Water, Mayonnaise, Hot Sauce, Ketchup to increase sustainability
d. I have delivered a project, branded as Machine Room, at Business intelligence platform to activate Direct Distribution KPI’s to Bring control, and efficiency eventually resulted in increasing daily sales from 150 to 200 cases.
e. I have drawn Journey routes on the Google Map platform to Challenge RTM resulted in achieving optimization, efficiency, and higher distribution
f. I am running a weekly price monitor to manage a highly price-sensitive industry.
g. 100% plus growth in Potato and Vegetable Category
h. 50% Plus growth in Buffalo, Veal and Lamb Category
i. I have developed a Modern Trade business plan, worked with Al Raya during Covid-19, and sold 2000 cases with flyer support.
Responsibilities:
- Develop new initiatives under private label
- Develop systems, tools, processes to enable Sales KPI’s for efficient sales operation, for example, Online B2B Application, Project Machine Room
- Product knowledge and USP development to train the sales team
- Industry and Competition Audit/analysis
- Manages the point of sales material (including a budget, logistics, distribution, assortment)
- Development of Monthly Sales Tool Kit for the field force
Marketing officer
I was responsible for the Facial, Toilet, and Kitchen category for a flagship brand “Fine” and fighter brands Smile and Nawras, reporting to the Category Manager. I have played a role in the successful brand relaunch and introducing line extensions resulted in brand loyalty, recall, image uplift, and market-share
Impact:
a. Overall MS growth (Value) from 32 to 33.6 (Source: Ac Nielson)
b. Overall MS growth (Volume) from 29.3 to 30(Source: Ac Nielson)
via
“Fine” tissues brand New Look Launch Campaign and distribution drive in 2012
Impact & Role:
- 3rd Highest seller of Karachi project, sold out 75 residential units of total Rs. 1, 125, 000, 000
- Commercial & Residential Property Sales
- PR activities & Programs, Event organization
- Launched Three Mega Projects in Islamabad and Karachi
