Head Of Marketing
CCL Life Sciences DMCC
مجموع سنوات الخبرة :21 years, 5 أشهر
- Global Head of Marketing for Consumer Health
- Business Manager GCC
- Delivered 37% volume growth
- Improved receivable collection by 47%
- Turned around bottom line of the business
- Built export business by developing customers in the Middle East
- Responsible for delivering sales, market share and profitability targets for $50M portfolio including TV and Home Appliance business
- Executed retail mapping resulting in 40% increase in shop coverage
- Successfully launched Home Appliances ATL campaign resulting in 3X sell out growth
- Executed TV bigger panel promotion that resulted in 4X sales increase
- Improved on time payment and forecast accuracy through Distributor incentive system
- Member of senior management team reporting to Managing Director
• One year deputation with the Planning Commission, Government of Pakistan’s apex think-tank
• Member of core team that formulated Pakistan Vision 2025
• Contributed Vision chapters on Increasing National Competitiveness and Private Sector Led Growth
• Conducted restructuring exercise for the Commission / Ministry in line with new mandate
• Responsible for launching new business unit
• Analysed category and identified key opportunities
• Worked with SBU and R&D teams to develop winning concept and product
• Consumer tested concept and product with help of research agency
• Developed positioning and branding strategy with help of advertising agency and SBU
• Developed investment proposal for new plant including Business Rationale, IRR, NPV and Payback
• Worked with co-manufacturer to reduce CAPEX requirements
• Prepared 5 year business plan with vision, strategy, innovation pipeline, volumes, and financials
• Responsible for leading the implementation of global best practices in marketing and sales within the market
• Conducted gap analysis, agreed priorities with Business Heads, and monitored implementation of action plans
• Successfully rolled out “Brand Building the Nestlé Way” in the market
• Ensured quality of Integrated Commercial Planning process
• Conducted annual brand plan sessions for brand and agency teams
• Facilitated Ultimate Brief sessions for NIDO, EVERYDAY, NESCAFE and CREATIONS
• Facilitated Brand Essence development for EVERYDAY, MILKPAK and CREATIONS
• Responsible for driving marketing activities to achieve sales, profitability, market share and brand health objectives of portfolio
• Turned NESTLE Juices into one of the company’s fastest growing brands (+60% CAGR)
• Successfully launched NESTLE Mango Nectar, exceeding target by +200%
• Successfully launched NESTLE Red Grapes Nectar, gaining 80% share in the segment
• Managed international team to shoot exciting new thematic TVC for NESTLE Orange Juice
• Successfully re-launched portfolio with renovated packaging and communication
• Drove sales team to successfully execute focused distribution strategy
• Rolled out innovative SMS based consumer promotion boosting sales by 60%
• Conducted Usage & Attitude Study, Segmentation Study and came up with new targeting strategy
• Leveraged key consumer insights to come up relevant communication campaigns
• Developed new brand architecture and received approval from global Business Unit Head
• Responsible for coaching and development of direct report (ABM)
• Managed a team of product managers responsible for 7 major brands
• Responsible for sales, market share and profitability of the company’s largest portfolio
• Assisted Business Unit Head in strategic planning, budgeting and resource allocation
• Received perfect “A” rating and identified as a High Potential Employee
• Gave highest sales growth for Voltarol in any affiliate worldwide
• Developed insight based marketing plan and ensured effective execution by sales team
• Won Global Outstanding Innovation Award for Novartis Customer Club project
• Successfully organized a number of international Key Opinion Leader meetings
• Gained first hand experience of selling in the field
• Associate Dean’s Honour List • Member of winning team in annual business games • Scored in the 97th percentile on the GMAT