Muhammad Arham

• Lead end-to-end management of New Product Introduction (NPI) projects, coordinating with NPI managers to deliver complex,
multi-phase launches on time.
• Allocate NPI projects to Brand Assistant Managers and implement agile project management practices to optimize delivery
timelines.
• Manage RAID (Risks, Assumptions, Issues, Dependencies) frameworks for all NPI projects, engaging stakeholders proactively to
mitigate risks.
• Develop commercial dashboards to monitor NPI and brand health KPIs, providing senior management with actionable insights
and milestone updates.
• Coordinate Cycle Plan meetings: prepare presentations, capture action items, and drive accountability across cross-functional
teams.
• Coordinated Cycle Plan meetings, preparing and presenting updates, documenting key discussions, and capturing action items.
• Fostered a collaborative team environment, mentoring Brand Assistant Managers and providing constructive feedback to
support performance growth.
• Documented lessons learned, sharing insights with stakeholders, and implemented improvement plans with defined
accountability for continuous project enhancement.

• Conducted market research and competitor analysis to identify category trends, consumer insights, and white-space
positioning opportunities.
• Led cross-functional brand strategy development covering positioning, target segmentation, and brand messaging for key
product lines.
Trade Marketing
• Designed channel-wise trade and activation spend plans, achieving +130% growth in B2C channels across Pakistan.
• Deployed Shopper Lens communication program contributing to +45% growth in LMT (Large Modern Trade) and HORECA
channels.
• Launched upgraded stand-up pouch packaging in GT & Modern Trade with clutter-breaking POSM to enhance in-store visibility.
• Successfully developed Channel wise trade and activation spend to deliver +130% growth in B2C Channels across Pakistan..
OOH, Events & Vendor Management
• Developed OOH media strategies, evaluated media opportunities, and delivered strategic reporting for outdoor advertising
campaigns.
• Managed end-to-end planning and execution of national sales conferences, town halls, roadshows, and corporate incentive
programs.
• Identified, onboarded, and managed strategic vendor/agency portfolios; negotiated contracts and SLAs to optimize value and
quality.
CRM & Data Analytics
• Designed and implemented CRM solutions to aggregate consumer data from online, in-store, and activation touchpoints; built
dashboards and visualizations for commercial insights.
• Developed and deployed a market intelligence reporting dashboard (Dalda-Pro 2.0) to track competition activities.

• Supported brand activations at market level, including POS activations, experiential marketing, and promotional events.
• Designed and developed Trade Plans with alignment from sales leadership, covering channel goals, distribution, display, and
promotion plans.
• Assisted senior management on cross-functional brand priority initiatives and trade marketing coordination.

• Managed brand activities within agreed strategies to maximize long-term sales and profitability.
• Collaborated with Sales and Trade Marketing to identify trade opportunities, develop pricing strategies, and design trade
promotions.
• Supported in-market activation excellence and gross profit delivery for the brand.

• Led ATL and BTL planning, execution, and reporting; managed relationships with advertising, print, and outdoor media
agencies.
• Planned and executed Kids Carnival 2018 and My Karachi Festival 2018, driving brand engagement and footfall.
• Developed in-house creative designs for event branding and marketing collateral.

• Headed BTL operations include modern trade store branding, product design, and photo shoots.
• Recruited, trained, and managed a team of 25-30 Brand Ambassadors deployed across stores and school activations.