National Trade Analyst
Red Bull
Total years of experience :4 years, 8 Months
• Formulating 2013/14 merchandizing plans to enhance visibility at key accounts including local and international modern trade, impulse and general trade
• Designing promotional campaigns for international modern trade (IMT) to increase trial and bulk purchase and tracking its impact via pre and post campaign analysis
• Managing the perfect store audit for general trade, modern trade and impulse to ensure correct placement of Red Bull assets on all retail channels
• Working in close coordination with the distribution partner managers (DPM’s) to ensure timely roll out of POSM and assets on new retail accounts and on premise channels (café’s, restaurants)
• Facilitating the brand team in organizing Red Bull marketing events and free sampling drives by providing merchandizing support on activation site
• Looking after Retail audit and ad hoc sales analysis to understand the market shares and distribution trends of Red Bull vis a vis competition
• Trade sales and financial sales analysis, promo analysis and competitive outlook management
• Regional level asset tracking and forecasting POSM placement for retail channels based on sales data
• Business planning and forecasting, large scale distribution analysis and identifying gaps in distribution
• Working in close coordination with brand and sales team and ensuring smooth execution of all actionable insights derived from market research
• Providing consultancy to top management on brand repositioning, sales strategy and trade marketing
• Retail Audit - Reporting, Analysis, Illicit trade tracking and market sizing based on RMS data
• New Product Development - New patents testing and post launch tracking of new products such as Marlboro Black Menthol and Morven Gold Clove
• Facilitating the trade marketing team through a comprehensive market research study in designing a incentive based trade program for the wholesalers
• Brand Equity study to identify different consumer segments in the market to reposition value and premium brands
• Global trademarks study to assess the feasibility of launching international brands in Pakistan
• Blind Product Testing (BPT) for Marlboro to come up with a superior blend vis a vis competition
• Pack upgrade researches followed by ad hoc tracking studies for Red & White KSF, K-2 and Morven Gold
• Liaison with research agencies on the research design and execution of both qualitative and quantitative research studies
• Field accompaniment with the research partners to ensure smooth execution of all the researches
• Segmentation - Implemented behavioral and need based subscriber segmentation via market research and BI data. The idea was to identify different segments that exist in the prepaid market for two different mainstream brands offered by Telenor Pakistan
• Brand Health Tracking (BHT) - Working in close coordination with the agency in finalizing the questionnaire, optimizing the sample size, improving the design of the study to cover the entire telecom industry dynamics and enhancing the monthly and the quarterly reports
• New Product Launch - Worked on a concept testing study done to assess the feasibility of launching a next generation Smartphone in low mobile phone penetration areas.
• ATL/BTL Campaign Evaluation - Pre and Post analysis to gauge the impact of the campaign on subscriber usage and its effect on revenue
• Subscriber Profiling - Sourcing subscriber information through telesurveys and call center to develop a subscriber database with basic demographic information
• Consumer Connects Program - Responsible for initiating the Consumer Connect Program which resulted in the relaunch of Telenor Talkshawk, Djuice and Telenor Persona
• Managing the Outbound team of 40 individuals responsible for carrying out in-house researches (CATI) for offer testing, usage and attitude studies, customer profiling, customer satisfaction
• Financial Services - Did multiple profiling and market segmentation studies for Easy Paisa Mobile Account to identify the barriers and motivators of using Mobile Account
• Working in close coordination with the brand team and the ad agencies in deriving insights and ATL conceptualization
• Facilitating the activations team in designing BTL campaigns and tracking its performance through market research after launch
• Liaison with procurement in finalizing contracts and negotiating costs for market research projects with vendors on a regular basis
• Key Account manager of Brand Health Tracker for two of the leading locally based FMCGs in Pakistan
• Developing qualitative and quantitative research proposals for leading FMCG’s and Telco’s
• Client servicing - Solving Ad Hoc business related queries for wide variety of clients ranging from banking to pharmaceutical and FMCG sector
• Performing detailed analysis based on market research data and delivering in person presentations to the clients
• Budgeting and managing costs for all the projects assigned and ensuring optimal utilization of resources by reducing overheads
• Performing quality control back checks to ensure that fieldwork for all the projects is carried out authentically and all the guidelines for fieldwork are being followed by the field force
Aug 2006 - May 2008 Institute of Business Administration (IBA), Karachi MBA - Marketing
Jan 2002 - Dec 2005 Dept. of Computer Science, University of Karachi BS (Computer Science) - Software Engineering & Networking