Area Manager- Trade Marketing & Distribution
British American Tobacco
مجموع سنوات الخبرة :17 years, 8 أشهر
•Area volume 175 Million Sticks monthly with annual turnover of 4 Billion PKR
•Project DX (Distribution Excellence) implementation and evaluation
•18% Growth SPLY (overall brand) portfolio
•Working on Direct Distribution / Villages Direct Distribution by capability building field force.
•100% coverage of all brands in VC 1-7 urban outlets
•Distribution Consolidation to facilitate corporate objectives
•Distributor Development plan 2013 focusing on enhancing capability level
•Driving Rural Development Plans (NRD Project) to enhance the distribution & offtake share in scattered areas
•Core member of PTC’s TM&D strategy team
•Assist Regional manager in all regional coordination and regional projects
•Liaison with internal stake holders (Supply Chain, CORA, Brands, Legal) for smooth and effective business operations
•Share of Voice / Share of Market enhancement (80% / 70%)
•Leading a team of 5 Territory Executives and field force of over 70, 17 Sales Promoters & 20 Brand Ambassadors
•Developed Shopper Marketing Tools for Entertainment / Pay & Go / Shop & Browse
•Fueled the Premium Segment with 110% vs SPLY
•Offtake Share rose up to 1.2% from 0.3% (Retail audit study)
•Share of Voice (Merchandising) rose upto 70%
•Managed Budget of PKR 40 million (Trade Loyalty Programs / Merchandising Rentals)
•Developed the consumer engagement platform in Entertainment Channels (Cinema / HoReCa / Shopping Mall / Corporate Offices)
•Developed Trade Loyalty Programs for brand advocacy by retailers
•Development and implementation of Business Strategy for current & emerging Channels - Modern Trade( Organized Convenience, Independent Convenience & Grocery & HoReCa)
•Developed National Merchandising Strategy (Budget PKR 70 Million)
•Executed the business plan to achieve the targeted Volume and Profit objectives through 3 Key Account Executives, 1 HoReCa Executive, 7 Sales Promoters, 27 Brand Ambassadors
•Led business of USD 2.1 million with 2 Valued Business Partners
•Worked as consultant to enhance the brand value / recall. Zong (Sab Keh Do) Faisal Bank (complete brand change), Attock Petroleum (Fuel stations), Mobilink Jazz are the few main campaigns
•Launched innovative 3M Textured Wall, turnover PKR 50 million
•Trade Marketing /Innovative Touch Points / Outdoor media planning / Innovative Trade marketing solutions / Vendors Management.
•Lead Scotch print branding program by conducting various seminars targeting signs manufacturers, advertising agencies and brand custodians of various companies
•Responsible for top line sales of North / Central Region along with the dotted line responsibility of managing P& L of commercial graphics division.
•Effective Business development & management of Key end users (Telecom, Banking, Petroleum)
•Developing Inventory Forecasts based on latest market outlook on monthly basis and updating it to different SOS via supply chain department.
•Managed the team of 2 (Direct) & 15 (Indirect)
•Managed distributer and 3M authorized convertors
Category Specialist - Islamabad May 2009-March 2010
• Trade Marketing / Outdoor media planning / Innovative Trade marketing
solutions / Vendors Management.
• Lead Scotch print branding program by conducting various seminars
targeting signs manufacturers, advertising agencies and brand custodians of various companies
• Responsible for top line sales of North / Central Region along with the dotted
line responsibility of managing P& L of commercial graphics division.
• Effective Business development & management of Key end users (Telecom,
Banking, Petroleum)
• Developing Inventory Forecasts based on latest market outlook on monthly
basis and updating it to different SOS via supply chain department.
• Managed the team of 2 (Direct) & 15 (Indirect)
• Managed distributer and 3M authorized convertors.
Worked as Key Account Manager/Team Leader for blue chip companies of different industries with 4 team members, managing a portfolio of 400 Million approx.
Reckitt: 125% Growth, Shell: 105% Growth, Tapal: 200% Growth
Responsible for overall growth of the business & improving profit margins.
Proficient in SAP (Sales & Distribution Module).
Introducing new packaging solutions and ensuring their bulk production for the customers, Led Shell Lubricant major packaging change over “Project Pearl”
Liaison between customer and production to ensure quality service.
Effective Coordination with the customer for negotiation of prices and deliveries.
Devised sales strategies for capturing untapped business opportunities and enhancing the current business.
Packages Limited-Lahore Feb - Jul 2007
Project Consultants.
Analyzed the competition and customers
Analyzed new trends in flexible packaging
Devised Strategy for flexible packaging to increase market share
Evaluation Presentation on SMS Promo Campaign
Assisted in the launch of Pepsi Twist, Media Reconciliations.
Pepsi Cola International Jul - Sep 2006
Intern
Assisted Marketing Manager, for the preparation of Annual Operating plan
CA Foundation