Mahmood Khuram

Additional responsibility of Institutional/B2B Channel with P&L responsibilities of the Channels

Recruited to penetrate into the markets of processed (frozen) food. Responsible for the strategy and its implementation to optimize the market mix and ascertain the road map that leads to the achievement of business goals. A member of EXCOM.

Recruited to instill a marketing led ethos throughout the business: understand the consumer journey, develop the marketing strategy, manage the marketing mix and measure success. Reporting directly to the Vice President Marketing in UAE.

BRANDS:
Dabur Amla (Hair Oil, Kids Oil and Shampoo), Vatika (Hair Oil, Shampoo, Hair Cream/Gel), Hajmola & Hazmazza (Digestives), DermoViva (Baby Care), Dabur Red Toothpaste, Dabur Honey, Herbolene (Petroleum Jelly)

ACHIEVEMENTS:
• Spearheaded from Pakistan to develop 360° Communication for Pakistan (Dabur Amla Hair Oil, Hajmola, Vatika Shampoo and DermoViva Baby) in line with Dabur International guidelines: growth of Dabur market share in Hair Oil Category by 17% and in Shampoo Category by 6% in value versus last year (Nielsen: Dec 2015).
• Brought cost of media down by 17% by efficient media buying; introduced new medias as Radio, Cinema and Cable (first time in Dabur Pakistan).
• Succeeded in making inroads in a tough market of toothpaste by un-attended herbal area with a differentiated product (market share gain 0.09%in the first six months of the business).
• Launched DermoViva Baby, Dabur Honey, Dabur Chywanprash and Herbolene on time, supported by effective marketing support.
• Introduced digital in Dabur Pakistan: topped in Dabur International in terms of digital presence and e commerce.

Recruited to penetrate and expand B2C and B2B markets for Bliss Brands in Tanzania. Given full responsibility for planning and executing sales and marketing strategies, identifying and capturing channels to improve market share and establishing a competitive market position. Reported directly to the Managing Director in South Africa.

BRANDS:
MAQ (detergent, fabric softener, dish wash liquid, laundry bars, multi-purpose bars), Securex (anti-germinal soap), Oreez (Glycerin), Vipec (Multi-Purpose Cleaner), Rigor (Toilet Cleaner)

ACHIEVEMENTS:
• Developed 360° Communication for Tanzania in line with Bliss Brands SA guidelines.
• Brought cost of media (electronic and other) down by 38% by efficient media buying.
• Introduced two new low-priced SKUs (of MAQ Detergent and Securex Soap) to achieve deep-down penetration as well as generate critical mass for the distributors (for ROI maintenance and business interest).
• Expanded business nationally with special focus on Rural Coverage (Special Vans and cost-effective Road Shows/Town Storming).
• Introduced the concept of Pharmaceutical Channel (doctors, pharmacies, hospitals, clinics and NGOs) for Securex (anti-germinal soap) and Oreez (Glycerine) - resulted in double-digit growth in the Sales.
• Introduced Customer-oriented activations and visibility drives at the Modern Trade to create awareness and generate trials of the Brands (business contribution went up to 27%).
• A good contributor to Bliss Brands SA Business with the profitability of 33%.

Recruited to turn the business around after the failure of the brand: assumed full responsibility of P&L, marketing, business development and sales.

BRANDS:
Sucral (Sucralose-based Sweetener), Rite Salt (Low-Sodium Salt), Sucral Premium Ispaghol (Psyllium Husk)

ACHIEVEMENTS:
• Built the organisation from the scratch and developed it to profits in three and half years.
• Built a strong and result-oriented team to win at the marketplace.
• Enhanced profitability (gross profit margin from 36% to 48%) of the business by correcting the price structures, rationalising the margins and introducing cost-efficient SKUs.
• Defined a new direction of the business in terms of sales, branding and communication (top-of-mind increased to 27 per cent points from 12 per cent points in just two years).
• Won twice the best communication award for Sucral in the category.
• Introduced the Channel Marketing concept: team structures based on Channels - 100% availability of the brands on all targeted outlets and direct coverage of 50, 000 plus outlets.
• Contributed well to the Group Business with profitability of 42%.

Promoted to the Channel Management position with P&L responsibility.

BRANDS:
Lipton, Supreme, Pearl Dust, A1, Red Rose (tea brands)

ACHIEVEMENTS:
• Delivered Compound Annual Growth Rate of 20% (last 7 years).
• Launched the biggest Out of Home campaigns in Pakistan with a budget in excess of Rs 60 million.
• Implemented integrated system to measure distributors’ return on investment (ROI), secondary sales and stock management.
• Increased sales staff productivity from 55% to 70% and direct coverage by 8, 000 outlets (coverage 60, 000+ outlets).
• Led the innovation: tested successfully a premix-tea business in Pakistan.
• A good contributor to Unilever Pakistan’s Beverages Business: Net Sales Rs 880 million.

Promoted to the Activation Manager to develop and intensify consumer relations through brand experiences: Bring Brand to Life!

ACHIEVEMENTS:
• Established the Club Lipton to develop a connection with the Young Adults in Transit.
• Enhanced the image of the Brand and increased brand penetration by celebrating Customers Weeks and contracting with big organisations.
• Launched the biggest Out of Home campaigns in Pakistan with a budget in excess of Rs 30 million.
• Developed and successfully launched 6 innovative customer promotions to increase market share (from 20 to 25%) and curb the competition.
• Achieved Operational Efficiencies by documenting and implementing Policies and Operations of Out of Home channel.

• Achieved ever-highest sales in Hyderabad Region year after year.
• Developed a strong team of Territory Managers and Supervisors.
• Achieved record sales in Karachi Region.
• Developed a new Dust blend (Lipton) for Out of Home.

RESPONSIBILITIES
• All above-the-line and below-the-line activities to enhance brand image, induce trials and increase penetration.
• Develop customer promotions.
• Sales and consumer-behaviour analysis.

ACHIEVEMENTS
Established Out of Home Channel in Pakistan.

RESPONSIBILITIES
• Volume Targets of Territory.
• On-job and Classroom training of field force.
• Maintain Distributor’s profitability.
• Customer Development.

ACHIEVEMENTS
Established a complete sales division for Dextrose after acquiring Glaxose-D from Glaxo-Welcome.

RESPONSIBILITIES
• Manage and co-ordinate the advertising, promotion, R&D and sales components for Knorr (Cubes, Soups, Yakhni - clear soup -- and Noodles), Best Foods (Mayonnaise) and Energile (Powder Drink) in line with Bestfoods guidelines.
• Drive continuous product development through CLTT and HUT.
• Analyse Consumer Behaviour.

ACHIEVEMENTS
• Launched Best Foods™ REAL Mayonnaise in Pakistan.
• Assisted the Group Brand Manager for Branded TV Programs: Knorr Ka Bawarchi Khana, Knorr Yakhni Star Time and Knorr Cooking Show.
• Launched innovative consumer promotions: Knorr Microwave Ovens, Knorr Dinner Set Khazana, Knorr Yakhni Prize Hangama and Energile Sona Singhar.
• Developed and launched three new variants of Knorr Yakhni and two new variants of Knorr Instant Noodles.
• Developed Knorr Ketchup.

CATEGORY
Processed and Printed Fabric

RESPONSIBILITIES
Handled the North American market for the export of Processed Fabrics.

RESPONSIBILITIES
Assisted the General Manager to develop and implement Marketing Plan, execute promotional activities and improve design and packaging of existing products.