Business Development Manager
Haleeb Foods Limited
Total years of experience :21 years, 7 Months
Heading Trade Marketing function and reporting to director Sales.
.Leading development of the Trade Marketing Strategy to achieve defined business objectives across all product categories.
"Developed and implemented Trade Category plans for all major categories being marketed by HFL
"Plan and implement cycle activities in the trade through field sales staff National / Brand Cycle Planning Calendar to be used as planning basis
"Monthly coordination of Cycle Planning Forecast with RSM
" Responsible for management and monitoring of Trade Marketing Investments, initiatives and execution.
" Establishing channel strategies and implementing the associated plans.
"Designing of specific trainings for Sales Force.
"Responsible for Trade Marketing / Category Management process & solutions with external & internal customers to grow the categories.
" Develop, implement & evaluate category plans to meet profit objectives.
"Direct and indirect Trade Mapping to explore the true potential of Trade for current and potential business.
"Development and continuous improvement of all commercial policies related to Sales Function.
"Managing business of all International chain Accounts (Metro, Hyper star)
"Negotiation, selection, development and retention of different vendors for Trade Marketing executions.
"Driving the process of preparing and executing specific operational plans covering distribution, distributors/retailers incentives, trade promos, sales force incentive and other trade related activities
Key Achievements:
" Trade Marketing Function Establishment
" Trade Mapping Town & Outlet Classification
" Category Management SKU wise Distribution Strategy Implemented
" Business Model Change Shift from Direct Distribution & 3rd Party Distributors
" Cold Chain Business Revamping Shift from Direct Distribution to 3rd Party Distributors
" Geo Expansion
" Activities conceived and implemented with the foci of generating awareness, visibility, trials and geared toward the building brand salience.
" Forecasting and managing annual national budgets of Brand activation and consumer relationship.
" Ensure the necessary infrastructure and processes to deliver brand activation programs and CR programs of dairy, juices, ice cream and upcoming projects.
" To plan, implement, monitor and evaluate tactical consumer promotion for all brands in dairy, ice cream, juices and upcoming projects.
" Develop long term and short term brand activation and consumer relationship programs and brand world experiential programs for dairy, ice cream and upcoming projects.
" Develop alternative marketing platforms by delivering against committed targets of consumer contacts, consumer trials and consumer exposures. This entails development of long term consumer engagement programs like Owsum School Program, Tarang houseful, Consumer relationship programs like Olpers House, Mehfil e Tarang and consumer newsletters. .
" Finalize and develop long term multiple activation business partners and suppliers of Dairy, Ice Cream and beverage business. Develop measurable performance parameters and do periodic agency evaluations.
" Develop and implement business development initiatives of marketing department which are to be executed at the trade and retail level with a high level of coordination between sales and trade marketing teams.
" Device strategy and ensure management of long term relationships and loyalty with consumer through consumer campaigns and outdoor branding
"Distribution optimization in new towns
"Worked on the business case and developed strategy to enter VSD portfolio
"Conceptualized and developed the Brand Strategy for Olfrute in Prisma and VSD segments
"Develop and execute strategies to achieve/maintainhigher profitabilityof Olfrute portfolio
"Manage relationships with business support functions including Sales, Supply Chain and Finance to achieve brands objectives
"Assisted the brand manager to improve profitability of the brand through product innovations
Launched in 2004, Engro Foods Ltd is a fully owned subsidiary of Engro Corporation (www.engro.com) with an annual turnover of PK Rs. 22 Billion for 2010. Engro Foods entered the Food business through dairy by launching Olpers milk as a UHT brand in Pakistan. Current Market share of Olpers stands at 24% versus Nestle MilkPak at 30% being the other major player. Other UHT Brands within the dairy portfolio of Engro Foods Ltd include Owsum (flavored milk), Olper's Lite (High calcium low fat) & Tarang (Liquid tea whitener). Total Engro Foods portfolio holds a significant 40% share versus Nestle standing at 34%. In 2009, Engro Foods Ltd diversified and entered the ice-cream industry by launching Omore within the branded category dominated by Walls. Current market share of Omore stands at 18% versus Walls at 63%
Main responsibilities:
Planning and Development of Brand Activation Plans.
- Forecasting budgets of Brand activation.
- Design/Co design activation innovation and customer collaboration programs based on consumer and shopper specific objectives and behaviors.
- Integrate activation objectives, target profile and consumer insights supported by categories, brands and markets.
- Managing annual budget of brand activation.
Communicate competition activities across organization, recommend counter attack strategies.
- Maintain close liaison with relevant government offices and activation agencies for smooth execution of activation campaigns and outdoor branding.
- Management of advertising and media marketing agencies.
Working in close liaison with brand team to develop brand brief for activation agencies.
- Execution of Activation plans through Activation Agencies.
- Establish KPIs against all regional and national plans
- Agency evaluation and selection.
Post project analysis
- ATL amplification of brand activation where required.
Development of Activation Plans
Budgeting of Activation Plan.
Working in closed liaison with brand team to develop Brand brief for activation agencies.
Execution of Activation plans through Activation Agencies.
Agency evaluation and selection.
Post project analysis
" Worked as Area Sales Manager, Rawalpindi, Covering areas of Rawalpindi Cantt, Pindi Ghep, Fateh Jhang and Jhand, while managing a team of 3 Territory Sales Managers and 4 distributors with overall turnover of 95 million per month.
" Installation of shop fascias in both assigned regions
" Coordinating with third party for execution of on-store merchandising
" In store merchandising on Key Accounts.
" Visibility of stock at all key accounts of assigned regions. Focus on both primary and secondary displays.
" Maintaining proper pack displays as per standards at all key accounts of assigned regions.
" Ensuring maximum stock depth in relation to Off-Take at all key accounts.
" Display and shelf management of all key accounts of assigned region.
" Relationship building with all key accounts.
" Identification and verification of merchandising opportunities at all trade outlets in both regions.
" Merchandising executions at all Trade Outlets of assigned regions.
" Management of Key Accounts Team, Including Key Accounts Officers and Merchandising Officers.
" Monitoring of own and competition sales at all key accounts of assigned regions at outlet, distributor, town, area and region level in liaison with ASM.
" Sales consolidation and growth at all key accounts of assigned regions.
" Demand generation through promotions and display at all key accounts of the assigned regions.
" Planning primary and secondary sales, distribution and productivity
" Displays and coverage, customer services and relations
" Ensure product health, manage the operations at area and distribution levels
" Building a winning team.
" Geo-Expansion.
" Currently the company is expanding its brand and customer base: another responsibility is to assess the potential new towns and then expanding sales operations in new towns.
" Check the feasibility for company's business and build infrastructure so that new setup is operational and activated in effective and efficient way.
" Ensuring the desired levels of Numeric and weighted distribution.
" Also working on Business Model Development for Sales in Abbottbad Region.
I started my career in UPL in Foods business as Territory Sales Officer in Islamabad, got transferred to Rawalpindi in Home and Personal Care keeping in view my proven track record. Major responsibilities were as follows.
" Resolving day to day distribution issues.
" Meeting primary and secondary sales targets.
" Ensuring Unilever brands visibility and availability in assigned territory.
" Settling the distributors claims on regular basis.
" Monitoring/reporting competitor activities vigilantly
Established the Planning Department of the Company while leading a team of ten professionals. Responsibilities included;
" Sales planning/forecasting.
" Distributors analysis.
" Sales trend analysis.
" Handling distributors nation wide
" Input in formulation of long term and short term marketing strategies.
" Helped in increasing the productivity of the sales force by implementing the sales incentive scheme. Hence, improving the overall profitability of the company.
Completed a project depicting detailed survey of Retailers, Consumers and wholesalers of PTC, in order to evaluate the steps PTC should take to become a benchmark company in its service area.
Completed MBA with specialization in Marketing