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Mustali  Ariwala, Country Manager

Mustali Ariwala

Country Manager·Unosource Pharma Nigeria Ltd.

Nigeria

High school or equivalent, Business And Marketing

Work experience

Total years of experience: 30 years, 10 months

Country Manager

January 2023 - Present

Unosource Pharma Nigeria Ltd.

Lagos, Nigeria

January 2023 - Present

• Expanded national market coverage by establishing strategic distributor partnerships that improved commercial reach and
supply efficiency in a structurally constrained market.
• Achieved 80% of annual revenue target in Year 1 and 73% in Year 2 by steering country-level commercial strategy with disciplined
execution in a volatile, FX-constrained environment.
• Delivered 7% year-on-year growth by protecting demand pipelines, optimising channel effectiveness, and adapting quickly to
currency depreciation and macroeconomic disruption.
• Improved gross margins by 15% across priority portfolios by refining pricing strategy, optimising product mix, and controlling
commercial costs.
• Accelerated portfolio scale-up by launching 16 product lines and 20 SKUs through market segmentation, demand forecasting,
and phased commercial rollout.
• Strengthened execution discipline by building a performance-driven commercial team supported by territory structure,
productivity metrics, and governance controls.
• Protected profitability under market pressure by owning full P&L management, including budgeting, forecasting, pricing
decisions, and cost structures.

Company industry:
Pharmaceutical Manufacturing

Group Commercial Director

October 2020 - January 2023

Evans Baroque Limited

Lagos, Nigeria

October 2020 - January 2023

• Delivered 50% year-on-year revenue growth in 2021 by executing a five-year growth roadmap built on portfolio prioritization
and market expansion.
• Exceeded profitability objectives with 22% gross margin versus a 15% plan by enforcing pricing discipline, cost control, and
portfolio mix optimization.
• Improved cash-flow predictability and working-capital efficiency by strengthening distributor governance and credit-risk
frameworks.
• Built scalable commercial control by establishing robust reporting systems, performance governance, and operational oversight
across group entities.
• Improved decision quality by integrating budgeting, forecasting, and P&L accountability into enterprise commercial
management.
• Strengthened long-range business direction by developing and executing strategic plans aligned to multi-market expansion
goals.
• Increased execution reliability by coordinating finance, supply chain, operations, and regulatory teams around shared
commercial priorities.

Company industry:
Pharmaceutical Manufacturing

Group Head - Business

January 2016 - January 2020

Eurochemco Ventures Ltd.

Lagos, Nigeria

January 2016 - January 2020

• Generated more than 74% year-on-year growth by driving disciplined commercial execution, volume expansion, and operating
leverage across diversified business verticals.
• Turned around underperforming business units by restructuring portfolios, recalibrating pricing models, and redesigning
channel architecture.
• Created incremental revenue streams by establishing and scaling raw material and packaging businesses in high-potential
market segments.
• Strengthened sourcing reliability and supply continuity by expanding long-term supplier and distributor partnerships across
international markets.
• Improved regional execution capability by building cross-border teams that combined local market knowledge with centralized
commercial governance.
• Accelerated multi-country growth by leading business operations across Africa with direct accountability for revenue, margin,
and operating discipline.
• Protected profitability by owning end-to-end P&L decisions covering pricing, cost structures

Company industry:
Consumer Electronics

Chief Marketing Officer

January 2013 - January 2016

BCN Plc (Boots Company Nigeria Ltd.)

Lagos, Nigeria

January 2013 - January 2016

• Expanded group-level commercial reach by leading market growth strategy, portfolio development, and sales execution across
Nigeria.
• Strengthened route-to-market effectiveness by improving customer engagement models and distribution scale-up initiatives.
• Improved execution continuity by coordinating closely with supply chain, regulatory, and external partners.

Company industry:
Trading & Commodity Trading

General Manager

January 2010 - January 2013

Vinmar International Ltd.

Lagos, Nigeria

January 2010 - January 2013

• Stabilised and grew Nigerias profit-centre operations by leading petrochemical and polymer trading with full P&L accountability.
• Expanded BOPP and PET business by driving sales, distribution, imported supply chains, and strategic customer development.
• Sustained profitability in a complex market by combining disciplined execution with focused new business development.
• Earned the Group Presidents Award by delivering business innovation and performance impact.

Company industry:
Petrochemicals & Refined Petroleum Products Manufacture

Country Head

January 2008 - January 2010

Elder Pharmaceuticals Ltd.

Mumbai, India

January 2008 - January 2010

• Established market presence across Nigeria and West Africa by leading entry strategy, regulatory approvals, and distributor
development.
• Scaled operations across APIs, formulations, and healthcare products by building commercial models and channel strategies
around regional demand.
• Strengthened cross-border growth readiness by creating compliant operating structures for sustainable expansion.

Company industry:
Pharmaceutical Manufacturing

Sr. Marketing Manager

January 2005 - January 2008

Jawa International Ltd.

Lagos, Nigeria

January 2005 - January 2008

• Delivered up to 44% growth within two years by expanding territories, scaling portfolios, and launching multiple products.
• Built a new Strategic Marketing and Specialty Business Unit by identifying growth white spaces and commercializing targeted
offerings.
• Managed a USD 2M portfolio and led a 60-member team to improve productivity, collaboration, and execution effectiveness.
• Earned the Directors Performance and Excellence Award by driving strategic partnerships and commercial efficiency.

Company industry:
Pharmaceutical Manufacturing

Sr. Manager - PMT

November 2003 - January 2005

Cadila Pharmaceuticals

Dubai, United Arab Emirates

November 2003 - January 2005

• Revived failing brands by repositioning portfolios, expanding markets, and activating demand across INR 300M business.
• Improved launch outcomes by leading cross-functional coordination across sales, marketing, and supply interfaces.

Company industry:
Pharmaceutical Manufacturing

Group Manager – Brand

January 2002 - October 2003

Win-Medicare Pvt. Ltd.

Dubai, United Arab Emirates

January 2002 - October 2003

• Accelerated portfolio growth by leading product management for a INR 500M business with strong launch execution.
• Generated INR 10M within eight months for an international brand by driving focused commercialization and market uptake.
• Expanded global commercial exposure by representing the company at an international marketing forum in Germany.

Company industry:
Pharmaceutical Manufacturing

Sr. Manager – Product Development and Marketing

January 1999 - January 2002

Indian Immunologicals Ltd.

Hyderabad, India

January 1999 - January 2002

• Delivered INR 40M revenue within the first year by helping establish the Human Vaccines division from inception.
• Built nationwide distribution and service capability by restructuring sales operations; aligning field execution with product
adoption goals.
• Earned the MDs Letter of Appreciation by coordinating effectively with R&D, manufacturing, and commercial teams.

Company industry:
Pharmaceutical Manufacturing

Product Executive

December 1995 - January 1998

Elder Pharmaceuticals Ltd.

Indore, India

December 1995 - January 1998

• Supported portfolio growth by contributing to product commercialization, field execution, and sales enablement.

Company industry:
Pharmaceutical Manufacturing

Manager – PMT

January 1994 - December 1995

Cipla

Dubai, United Arab Emirates

January 1994 - December 1995

• Built foundational expertise in portfolio management, product launches, and commercial execution through progressive
marketing leadership responsibilities.

Company industry:
Pharmaceutical Manufacturing

Education

Harvard Business School

January 2021

January 2021

High school or equivalent, Business And Marketing

United States

Institute of Management and Research, NM University

January 1994

January 1994

Master's degree, (Marketing)

India

Dr. HSG Vishwavidyalaya

January 1992

January 1992

Bachelor's degree, (B.

India

Skills

CRYPTOCURRENCY
Intermediate
CRYPTOCURRENCY
Intermediate
INTERNATIONAL TRADE
Intermediate
INTERNATIONAL TRADE
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
LOGISTICS MANAGEMENT
Intermediate
LOGISTICS MANAGEMENT
Intermediate
MARKETING
Intermediate
MARKETING
Intermediate
PETROCHEMICAL
Intermediate
PETROCHEMICAL
Intermediate
PRICING STRATEGIES
Intermediate
PRICING STRATEGIES
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
PROFIT AND LOSS P&L MANAGEMENT
Intermediate
REVENUE GROWTH
Intermediate
REVENUE GROWTH
Intermediate
SYNTHETIC POLYMERS
Intermediate
SYNTHETIC POLYMERS
Intermediate

Languages

English
Beginner
Hindi
Beginner

Training and Certifications

Certifications
Certified Digital Marketing Master (CDMM)

Hobbies

  • Drawing, Sketching, Photography, Reading-Writing, Music (Sufi/Classical Instrumental)
    Illustrious Alumnus Award, DOPS–DHSG University | 2013 • President’s 1st Prize, Vinmar International | 2012 • Directors’ Performance and Excellence Award, Jawa International Ltd. • MD’s Letter of Appreciation, Indian Immunologicals Ltd.