Hafiz Muhammad Shoaib

• Leading Go To Market (GTM) strategies nationally under Centre of Excellence Program to ensure GTM model is economically effective and viable.
• Responsible for devising Sales Operating model ensuring right KPIs are being driven and tracked nationally.
• Heading biggest division of Reckitt Pakistan contributing 10 billion annual turnover (40% contribution out of three divisions) covering Central Punjab territory including key cities; Lahore, Faisalabad, Gujranwala, Sialkot, Gujrat and Sarghodha (for both business units; Health & Hygiene)
• Leading a team of 13 direct reports including Regional Sales Managers, Key Accounts Managers, Divisional Sales Operations Manager, eCOM Manager, Sales Managers and Business Support Executives and 40 indirect reports including Area Managers, Territory Sales Managers, Merchandiser executives
• Responsible for managing all channels including modern trade, eCom, retail and indirect channels business.
• Responsible for delivery of all sales KPI's; net revenue growth, in-store brands visibility under Reckitt’s structured programs, implementation of MSL (must stock list program), increasing total distribution points (TDPs) resulting in coverage expansion, and achievement of brand-wise growth.

• Headed trade marketing department of RB Pakistan (~ 30 bn annual turnover) having hygiene and health portfolios.
• Leading a team of 11; 6 trade marketing & channel managers, 1 trade budget manager, 1 claim processing officer and 3 project trainees.
• Responsible for planning and managing trade budgets (end to end) including trade spend for structured customers, trade offers, channel spends, consumer promotions, instore activations and in market executions.
• Successfully planned and run channels strategies & compliance and Go To Market strategy & mechanics.
• Devised MSL Module (Must Stock List) to ensure brand wise presence across channels as per the global guidelines.
• Planned and executed in-store compliance module to ensure best in class executions as per the structured programs.
• Led S&OP cycle for flawless end to end forecasting.
• Successfully over delivered on planned annual NR of +46% in 2020 versus a plan of +14% and +10% versus a plan of +5% in 2021 for all portfolios.
• Led Trade Marketing department in 2020 & 2021 & helped achieve ‘The Best Performing Global Gold Market’ for Reckitt Pakistan globally for two consecutive years and “Best Performing Market” in AME (Africa Middle East) Region in 2021.
• Revamped in-store execution in modern trade resulting in 2X share of shelf expansion on Surface Care Category & +43% Share of shelf expansion on Personal Wash Category.
• Headed restructuring of Reckitt Health and Hygiene BUs to One Reckitt in market starting July 2021.
• Graded “Outperformance” (highest rating) on annual performance and leadership evaluation for 2020 and 2021.
• Successfully delivered productivity initiatives driving +200 bps savings in 2020 & +100 bps savings in 2021 in trade spend and +500 bps savings in 2020 and +200 bps savings in 2021 in consumer promotions.

• Headed RB’s biggest region with PKR +4 billion annual turnover to Reckitt Benckiser Health BU business covering modern trade and traditional channels.
• Led a team of 5 Area Managers, 15 Territory Managers, 2 regional support executives and 20 distributions & their teams looking after sales operations of more than 20 cities
• Delivered highest net revenue among all zones in both 2020 (+ 8, 200 bps) and 2019 (+700 bps).
• Made Dettol soap the biggest player in bar soap category within Lahore and Gujranwala territories with market share increased by +400 bps.
• Successfully delivered on all sales KPI's for Centre Zone (NR growth, channel-wise growth, increasing numeric distribution, in-store brands visibility and achievement of brand-wise growth)
• Implemented RB's Perfect Distribution Program in Centre Zone by induction of structured DBs across zone to bring efficiency in sales operations by increasing infrastructure with optimizing cost for the company.
• Revamped Go To Market with dedicated channel-wise structure for Modern Trade, Large Groceries and General Trade.
• Developed E-Commerce channel delivering +150 million annual turnover with JBPs with 10 business partners.
• New digital route to market established successfully in Lahore which is later expanded to Karachi and Islamabad markets
• Ensuring successful execution of RB's structured programs covering Modern Trade Customers, Large Groceries and Wholesale.
• Led Lahore Region to Fastest growing region in H1 2020.
• Graded “Highest rating” on annual performance and leadership evaluation for 2019.

• Head national Rose Petal & Tulip Key Accounts (both IMTs and LMTs) business to ensure sustainable profitable business with best in class in-stores strategies at these top customers contributing almost 45% of total Rose Petal & Tulip business in Pakistan
• Led team of three directly reporting Key Accounts Manager handling three zones (Centre, North and South) and other indirectly reporting team handling finance/recovery & field operations
• Developed and executed national key accounts strategy for these global & national top customers
• Led Joint Business Planning (JBPs) with these customers to plan and execute joint promotional campaigns with these key customers
• Managed commercial, financial, operational, and legal issues of these top customers
• Developed relationships with these top customers to ensure execution of contractual agreed terms with decreased trade spend
• Managed, tracked and monitored monthly & yearly spending and ensured compliance by putting in appropriate controls
• Successfully managed top to top relationship management for retention of existing business and developing new avenues
• Successfully moved Imtiaz Stores to direct account from previously being served through distributors
• Developed appropriate channel development and brand building activities at the national key accounts level along with customer marketing teams

• Responsible for Marketing, Communication Strategy, and day to day Brand Management of the entire NESCAFÉ Portfolio
• Managed portfolio P&L and relevant KPIs to ensure business profitability
• Grew NESCAFÉ portfolio by 24% Organic Growth and Household penetration by 8% in 2017
• Led innovations/renovations to expand portfolio range
• Launched premium range mixes portfolio - NESCAFÉ Gold Latte Macchiato, Cappuccino, and White Espresso - resulted in increased market shared by +5% in mixes portfolio in 2017
• Led and successfully launched upsize & recipe improvement project of NESCAFÉ 3in1 PPP (mainstream mixes portfolio)
• Planned and executed first ever digital first campaign for NESTLÉ
• GOAL Alignment Lead for LEAN implementation (operational efficiency) within Beverages, Foods, and Cereals business as part of “Nestle Continuous Excellence” journey

 Category Manager Beverages & Cereals - Lahore
• Led national sales, trade budgets & route to market strategy for NESCAFÉ & Nestlé Breakfast Cereals
• Revamped trade strategy for NESCAFÉ Pure Soluble Portfolio & Launched Nescafé Classic 200gm and Nescafé Classic 2g within trade resulted in doubling the business in two and a half years
• Successfully relaunched one of the most important launch, Nescafé 3in1, for Nestlé in 2016 resulted in exceptional growth of +36% for Nescafé mixes portfolio in 2016
• Carried out shoppers & channels research to generate insights for the business
• Developed Key Visuals and POP material artworks using Global Guidelines for different in-trade campaigns to drive products aggressively in trade
• Responsible for volume projections, forecasting & warehousing strategy to ensure consistent supply to all customers & effective supply management for the organization
• Company lead to deal with Nielsen for looking after retail audit and shoppers & customers researches
• GOAL Alignment Lead for LEAN implementation (operational efficiency) within Beverages, Foods and Cereals business as part of “Nestle Continuous Excellence” journey
• Graded “A+” on annual performance and leadership evaluation for 2016 and 2017

 National Wholesale Channel Champion - Lahore
• Looked after wholesale channel (2nd biggest channel for Nestlé Pakistan) nationwide for trade activations with portfolio of 40+ brands and 200+ SKUs
• Led wholesale channel revamp - shops tagging and sub-classifications to drive relevant SKUs through those sub-channels and for prudent investment.

Local Modern Trade (Key Customers) and General Trade - Lahore
• Looked after sales targets and operations of the biggest distribution of Reckitt Benckiser, with 5 direct and 40 indirect reports, carrying out 70% business of Lahore city.
• Managed in-store marketing, brands placement and visibility of RB’s brand.
• Successfully negotiated contracts and ensured balanced discounts offering to LMT (Key Customers).
• Ensured proper consumer educational activities are being conducted at LMTs (Key Customers).
• Delivered several sales trainings and coached field executives.
• Recipient of “Best ASM Monthly Award” 4 times in 2015.
• Graded “Very Strong - A+” on annual performance and leadership evaluation for 2014.

Led Sales & Distributions across a geographic territory stretching from Gujranwala to Sheikhupura & Shahdarah
• Planned and looked after brand-wise and channel-wise targets for the whole Gujranwala territory.
• Managed sales operations of 9 RB distributors and a team of 5 direct and 45 indirect reports.
• Devised on-filed strategies to deliver extreme growth targets.
• Ensured Reckitt Benckiser’s brands availability and in-store visibility across different retail and wholesale channels.
• Grew Gujranwala area with the highest growth nationally for Reckitt Benckiser in 2013.
• Graded “Very Strong - A+” on annual performance and leadership evaluation for 2014.
• Graded “Very Strong - A+” on annual performance and leadership evaluation for 2013.

• National Champion of Perfect Top-Stores Program (Local Modern Trade) - Trade Marketing:
- Successfully devised contracts and negotiated them with more than 270 LMTs nationally.
- Selected and managed vendors for carrying out in-store marketing and branding.
- Planned and carried out consumer promotional activities.
- Successfully managed to grow LMT channel by +20% growth with decreased trade spend by 2% in 2013.
• Trade Marketing Manager - Strepsils:
- Looked after trade activities containing visibility drives, trade discounts and numeric drives.
• Perfect Coverage Program (Go To Market)- Sales Operations
- Carried out a project to increase outlets coverage and improve sales fundamentals.
• Perfect Rural Program -Sales Operations
- Revamped rural program to ensure feasibility of covering rural areas.
• Presented Perfect Top-Stores Program model for the year 2013 to General Manager and Directors.

Performed Teaching Assistance for the courses, Business Law and Principal of Economics, at Lahore University of Management Sciences

Worked in Financial Accounts and HR departments at National Health Services (NHS).

Audit intern at Ernst & Young Pakistan and worked on internal audit of a bank's fixed assets.