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Muhammad Asif Ashraf, Sales Manager

Muhammad Asif Ashraf

Sales Manager·Fineway International Trading, LLC

United Arab Emirates

Master's degree, Economics

Work experience

Total years of experience: 25 years, 7 months

Sales Manager

May 2018 - Present

Fineway International Trading, LLC

Dubai, United Arab Emirates

May 2018 - Present

 Establishing the sales objectives by forecasting and developing annual, quarterly and monthly sales quotas; projecting expected sales volume and profit for existing and new products
 Growth of sales volume, product mix and selling price by keeping current with supply and demand, changing market paradigms, economic indicators and competitors
 Liaise with warehouse team for inventory management and proposes appropriate action to liquidate slow/ non-moving inventories
 Managing, coaching, and motivating the team of area managers/ sales executives/ merchandisers to develop their skills to ensure that DPSM targets, monthly sales, collections and KPIs targets are met
 Negotiate and close agreements with key customers and monitor trade visibility and display programs and recommend timely and effective corrective actions/ plans
 Developed and implemented new territory plan focusing on channel-based coverage for better and penetration of brand resulted in the profitable growth of return on investment
 Designed and implemented a strategic sales plan, implemented 80~20 rule and KPI based performance monitoring that expanded the customer base and sustain the organization’s competitive position
 Highest sales achieved in 2019 and delivered a 20% sales growth through better retail coverage and systematic sales/ trade operations
 Received the best performance award for the year 2019

Company industry:
FMCG
Job role:
Sales

Regional Sales Manager

April 2013 - April 2018

Matco Foods Limited

Dubai, United Arab Emirates

April 2013 - April 2018

Responsibilities/Accomplishments:
 Effectively managing sales & marketing operations including purchase, sales, inventory, business development, branding and promotional campaigns in UAE, Oman, KSA, and Qatar markets. Successfully achieving sales targets, performing strategic sales management including trade marketing, key accounts management, brands management, consumer and trade promotions
 Responsible for attending to the current customers’ issues and also for the development and creation of new customers. Regular meetings with major accounts to discuss and finalize sales activities and negotiate sales price and discounts
 Responsible for regularly reviewing the effectiveness of the distribution and coverage plans and taking necessary corrective actions to bring improvement in the sales management operations to ensure revenue growth
 Sales forecasting, monthly, quarterly and annual business planning, maintaining stocks inventory, planning, and budgeting for appropriate consumer and trade promotions. Managing the annual business of $4.0 million & supervising complete distribution network of Gulf region
 Development of all sales practices, procedures, and strategies to improve market share in all product lines
 Responsible for effective sales team management to achieve sales, distribution and merchandising targets. Coaching and development of sales team and sales support staff
Major Achievements:
 Received best performance award for the year 2015
 Appointed professional and financially sound 7.0 new major business partners/ distributors in Qatar, KSA, UAE & Oman, placed FALAK brands in key accounts and modern trade outlets of the entire Gulf region
 Recognized for increasing sales from $2.5 million to $3.5 million within 1 year in the Gulf region. Delivered a 40% increase in business through brand penetration and reach expansion
 Lead the distributors’ sales teams from the front for the availability, sales, and display of the company’s products and developed high-performance distribution network and achieved targets in a cost-effective manner.
 Designed and executed comprehensive launch plans for five new brands including FALAK in the Gulf region to generate healthy ROI

Company industry:
FMCG
Job role:
Sales

Sales Manager

December 2011 - April 2013

IBRAHIM KHUDABAKSH Food & Beverage Trading LLC

Dubai, United Arab Emirates

December 2011 - April 2013

Responsibilities/Accomplishments:
 Efficiently handled complete sales operations in both UAE & Oman markets, successfully met and exceeded set business targets, handled the business of AED 5.0 million per month
 Planned and coordinated all aspects of trade execution, and provided direction to field personnel
 Started channel-wise sales operations and managed placement of the company’s brands at retail outlets
 Ensuring that all payments have been made on time by the customers to maintain and improve the cash flow
 Delivered a 25% increase in sales as business volume increased from AED 4.0M to AED 5.0M

Company industry:
FMCG
Job role:
Sales

Business Manager

July 2009 - November 2011

FED Globe (Pvt) Limited

Lahore, Pakistan

July 2009 - November 2011

Responsibilities/Accomplishments:
 Successfully developed and executed strategic sales operations in target markets of Central region of Pakistan and led a team of 60 sales personnel
 Designed and implemented new products launch strategies for all trade segments and delivered an increase in total sales from PKR 50.0 million to PKR 85.0 million
 Conceptualizing and implementing the sales plan and re-launched Sogo Lighting World brands in retail & wholesale market segments and achieved 22.0 million sales within a one-year time. The growth of 150% was delivered through re-launch of Sogo brands in central Punjab region
 Oversaw and led the entire Nestle professional’s brands execution for OOH channel in industrial areas of Punjab
 Designed sales plan and re-launch strategy for IFFCO (Pvt) Limited and successfully re-launched brands in Lahore while achieving 200 tons’ volume within 6 months and more than 100% growth
 Recognized for achieving 1st position in meeting special sales targets in August 2009

Company industry:
FMCG
Job role:
Management

Trade Marketing Manager

July 2007 - July 2009

Fedglobe (Pvt) Ltd

Lahore, Pakistan

July 2007 - July 2009

Responsibilities/Accomplishments:
 Held full management accountability for market execution, merchandising standards compliance, sales, operational expenses, and profit and loss
 Envisaged and implemented strategic trade activities i.e. Display Competition for snacks category(Slanty Brand), Biscuits Wholesale Gift Scheme (Bravo Brand), Modern Trade Gift Scheme, Trade Loyalty Program and increased sales over 10% annually
 Sales boosted from 6.0M to 12.5M for the very first time for biscuit category with the help of wholesale gift scheme at Lahore market
 Piloted Trade Loyalty Program for the retailers of Lahore city in August 2007 for the very first time in history and engaged 300 top retailers of Lahore with ever-increasing volumes.
 Acknowledged for “Highest Sales Achievement” & “Best Performance” in 2007 for delivering outstanding results

Company industry:
FMCG
Job role:
Marketing and PR

Field Manager

December 2000 - July 2007

Fedglobe (Pvt) Ltd

Lahore, Pakistan

December 2000 - July 2007

 Spearheaded a team of 17 sales associates by building enthusiasm and adapting feedback
 Led sales team to successfully launch Kolson’s biscuit range and other snacks brands
 Voted as sales officer of the year and subsequently promoted as Field Manager in March 2005.

Company industry:
FMCG
Job role:
Sales

Education

University of the Punjab

January 1999

January 1999

Master's degree, Economics

Pakistan

,

Government College of Science

January 1999

January 1999

Diploma, Computer Science

Pakistan

Post Graduate Diploma in Computer Science

University of the Punjab

January 1997

January 1997

Bachelor's degree, Statistics & Economics

Pakistan

,

Skills

Sales Management
Expert
Sales Management
Expert
Distribution Management
Expert
Distribution Management
Expert
BUSINESS DEVELOPMENT
Expert
BUSINESS DEVELOPMENT
Expert
BUSINESS PLANS
Expert
BUSINESS PLANS
Expert
DESIGN
Expert
DESIGN
Expert
LIGHTING
Expert
LIGHTING
Expert
MANAGEMENT
Expert
MANAGEMENT
Expert
MARKETING
Expert
MARKETING
Expert
PERSONNEL
Expert
PERSONNEL
Expert
RETAIL
Expert
RETAIL
Expert
SALES
Expert
SALES
Expert
STRATEGIC
Expert
STRATEGIC
Expert
Trade Marketing
Expert
Trade Marketing
Expert
Business Development
Expert
Business Development
Expert
Marketing and brand Management
Expert
Marketing and brand Management
Expert
Trade Marketing
Expert
Trade Marketing
Expert
Business Development
Expert
Business Development
Expert
Marketing and brand Management
Expert
Marketing and brand Management
Expert
Distribution Management
Expert
Distribution Management
Expert
Sales Management
Expert
Sales Management
Expert

Languages

English

Expert

Urdu

Native Speaker

Punjabi

Native Speaker

Training and Certifications

Certifications
Kolson Display Drive
Best Performance in Kolson Display Drive Competition
Appreciation Letter for Best Performance
Best Performance Award
Letter of Appreciation on Highest Sales
Highest Sales & Display Competition

Training
Trade Communication
Fedglobe (Pvt) Ltd
May 2007
Show credentials
Excellence 30/17 & Developing High Performance Team
Fedglobe (Pvt) Ltd
Jun 2007
Show credentials
Excellence in Selling
Keystone
Dec 2010
Show credentials

Hobbies and interests

Travelling, Cricket, Listening to Music , Watching Movies & Shopping