Muhammad Asif Ashraf

 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

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

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

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

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

 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.