AM LDI & International Business
China Mobile Pakistan
Total years of experience :23 years, 4 Months
• Responsible for brand management, marketing communications & media planning, product launch strategy, new product development, ATL/ BTL activities, strategic planning, and team management & market research
• Designing commercial products for International roaming IDD and executing a new concept of International roaming & International direct dialling through new channel
• Setting and fine-tuning an excellent operational base which is ratified by a very high customer retention ratio, focused on productivity and operational efficiency translating into cost savings and bottom line improvement
• Developing business for the organization, identifying business opportunities/ revenue models and generating business plans to achieve the same and locating potential clients in targeted segments to secure profitable business
• Maintaining all the KPI’s and the IPRU with the accountability of building brand focus in conjunction with operational requirements, thereby ensuring maximum brand visibility and optimum market shares
• Involved in KPIs management, driving significant efforts in achieving the assigned targets, making vital contribution in new product development by introducing new regimes, SKUs management
• Conducting ROI analysis, managing site profitability and site ROI along with the annual traffic requirement planning as per annual targets and carrying out commercial site planning and site evaluation
• Rolling out MBB channel strategy, indicating new channel partners, managing MBB distributors, commission structure and complete product integration with CRM and payables
• Developing product pricing strategies and rolling out product commission and commission triggers with the accountability of quality checks and fraud management and franchise KPI Management
• Ensure daily/weekly/monthly Gross adds/Recharge/Loading/Revenue
• Developing partners engagement plan, business partners engagement and business health analysis, ROI management programs and trade Promotions and incentive plans along with massive trade and franchise partner conventions planning and executions
• Monitoring performance against key success metrics while achieving the business plans and establishing business relations with channel partners through deeper market penetration to achieve improved market share
Key Achievements:
• Introduced business partnership program and successfully developed Business Intelligence DASH Board for customer life cycle management
• Meticulously designed and developed first white label application china mobile Pakistan “talkon zong” to compete in international OTT market having features of “Skype, WhatsApp, Viber, Line and we chat”
• Designed complete sales cycle end to end new MBB channel infrastructure for Mobile Board Band in China Mobile Pakistan
• Stellar in identifying more than 5000 areas for site planning to ensure carpet coverage for 20 million subscriber base.
• Instrumentally Introduced concept of geo marketing in marketing department. Identified more than 5000 areas for site planning to ensure carpet coverage for 20 million subscriber base
• Successfully executed Balochistan projects with 52 sites operations with 52 PCOs and 03 tele centres and planned bid and won Turbat and Panjgoor projects, including 52 Sites, 52 PCOs and 04 Tele centers
• Achieved equal revenue in a month in comparison of whole year developing and introducing International roaming voice buckets/bundles/Packages
• Introduced Hybrid bundles within segments. Delivered significant savings in IDD revenue by Customer churn management as well as repricing of international destination
• Made significant contribution in MBB product designing concept to implementation. Holds distinction in revamping the loss making sites project with 134% revenue growth in 2014
• Achieved 27% positive revenue growth by recommending the repricing and successfully managed the Universal service fund 600 million project a value outlay.
• Revised Company channel margins passing to stakeholder (distributor). 2% net savings approx. 4 million margin per month
• Introduced retail servicing in new rural segment and achieved 27% additional growth in overall targets
• Preformed additional task as Project Manager Rural of Lahore Region looking after the rural segment of Sialkot, Gujranwala, Sheikhupura, Kasur, Daska & Gujrat
• Enhanced business in Lahore OOH Channels Rural Project initiated in first time history of biscuits industry at mass level
• Re-organized of all routes of distributors ever highest Volumes Growth Planned and Achieved (60%) Effective utilization of average 1.4 million budgets every month
• Developed and implemented an Area distribution plan, which meets brands, volume and market / value share objectives by making optimum use of the available resources.
• Recommended and managed all brand activity to ensure fit with brand strategy and corporate guidelines
• Instrumentally created alternate selling and BTL communication channels in area (NQ HoReCas, Industrial and Commercial Cafeterias) to gain first movers advantage in emerging trade opportunities.
• Introduced Biscuits category and own share of category in strategic retail channels - Organized Grocery Accounts, Petro-marts/Organized Convenience, and SQ HoReCas.
• Identified, planned and executed trade offers in consultation with Regional / National sales manager for brands in the weak areas and execute controls on the budgets allocated for this activity
Major Projects:
o Rural Project In charge of Lahore Region. (Region Rural Manager)
o Business enhancement in Lahore OOH Channels
o Rural Project initiated in first time history of biscuits industry nationally.
o Smooth transaction on company’s one unit policy. (Single distributor in Lahore City)
o Rural BTL Activities designed and implemented national.
o Re organization of all routes of distributors
o Ever highest Volumes Growth Plan and Achievement (+40%)
o Effective utilization of average 1.4 million budgets every month.
o Whole sale focus
o Display Drives
o New Brand Launches
o Retail outlet Census
Key Highlights:
• Ensured that objectives in terms of volume, availability, visibility, Retail margin, quality, and customer price of products are achieved for the territory
• Drove and managed a long term relationship with the retailers
• Maximized brand availability through developing and supporting the most efficient and effective distribution network in urban and rural markets
• Analyzed consumer behavior in retail channel types, developed alternate selling and BTL communication channels, and ensured merchandising presence and share in the identified channel and outlets are in line with the overall merchandising strategy of the brand
• Prepared and submitted a monthly merchandising, sales promotion and sales report highlighting major activities
• Executed the merchandising programs effectively, developed well planned and organised sales presentations
• Monitored brand availability on shelf, increased product accessibility and visibility to consumers
• Determined strategic placement of Permanent and Temporary point-of-purchase materials
• Responsible for business and operational results
• Managed all assigned funds, materials and equipment efficiently & effectively
• Implemented cycle activities in line with cycle instructions for any given cycle; evaluated achievement of own and team objectives; and forwarded SWOT Analysis after the conclusion of any cycle activity
• Doubled the volume within 3 years timespan through One 2 One Communication myth
• Efficiently devised Warehouse planning and accelerated the overall ROIs from 13% to 40% without impacting warehouse management cost
• Contributed to 57% overall growth in volumes by re-establishing funds after the company warehousing implantation