GENERAL MANAGER/CEO
GULF INTERNATIONAL. AL BATHA CONSUMER GROUP
مجموع سنوات الخبرة :27 years, 10 أشهر
Operating a Team of 5 Dedicated Divisons ie Johnson and Johnsons, Henkel Cosmetics and Detergents, Frozen Foods (al Areesh and Artic Gold) and Syndicated Buisness Division including Lindt-Tobbleone-Sunquick-Creame 21 and others.
Complete responsibility of P&L with Finance, Supply Chain and Logistics functions with a team of 650 people
Re Structured the organisation towards profitable growth with a consistent 12% increase in top line and 14% increase in the bottom line.
Enchanced efficiencies in supply chain to ensure optimal and profitable service levels to the market.
Launched new product categories thereby increasing the portfolio
Ensured top to top level contacts with customers and suppliers
Build a strong team with focus on training to enchance the team skills.
PROVIDING BUISNESS LEADERSHIP TO FIVE BUISNESS GROUPS OF FMCG ALONGWITH FULL P&L RESPONSIBILITY WITH FINANCE, SUPPLYCHAIN, TRADE MARKETING
2010-TILL TO 2011. CHIEF OPERATING OFFICER SOAPS AND PERSONAL CARE., IFFCO UAE.
Providing business leadership to the world wide soaps business with manufacturing facilities at Malaysia and UAE.
Development of personal care categories in line with different geographies from Africa to South East Asia.
Re Organization of Sales Structure across the globe resulting into better volumes and bottom line results
Setting up of a Marketing Department resulting into better brand positioning and brand portfolio along with development of ATL and BTL activities in core markets.
2007 -2009 CHIEF OPERATING OFFICER, IFFCO PAKISTAN
Complete Profit and Loss Responsibility.
Responsible for Sales, Marketing and Supply Chain for a US $ 220 million turnover.
Categories being dealt are soaps/edible oils/biscuits/culinary range.
Re Launched oils and fats business with significant improvements in the top line and the bottom line. Developed the business model for channels/customers and the consumers resulting into growths for the organization with significant NPD in the pipe
line to ensure market share objectives. Considerable improvements in the supply chain with 7 depots across the country resulted in improved efficiency along with reduction in inventory
days contributing positively to the bottom line. Developed a strong, efficient and motivated team of 125 men and women to deliver required business results. Developed a distributor infrastructure of 340
distributors across the country for the categories handled.
2006-2007 April. CHIEF EXECUTIVE OFFICER, IFFCO, OMAN
(SUBSIDIARY OF IFFCO GROUP (ALLANA) of U.A.E)
Responsible for all functions like Sales, Marketing, Commercial, Supply Chain, Finance and HR
Re-modeled the organization which was bought for US $ 55 million in Oman. Developed an efficient organization of 250 strong men and women. Expanded the market base for the group categories by opening up 5 additional branches with complete infrastructure. From a Negative contribution and bottom line in a period of 8 months the organization was changed towards positive contributions and healthy bottom line. Significantly, increased Market Shares of all categories such as, edible oils, flour, biscuits, confectionery, chocolates, ice creams, beverages and frozen foods. Devised local marketing plans for all categories which substantially changed the outlook of the brands in the market through massive BTL and very few ATL activities.
May 2000 - 2005 GENERAL MANAGER -SALES & MARKETING
TIFFANY BRANDS GROUP, UAE
AN IFFCO GROUP (ALLANA) COMPANY.
Brands Include: London Dairy Ice Cream, Tiffany, NOOR, Hayat, Al Baker, Amber and
Emigrain Flour.
Responsible for the Sales and Distribution of Tiffany Brands and Ice Cream.
Increased the NSR (Nett Sales Realization) by 9%, decreased the modern trade display rentals by 33% and reduced the sales and distribution costs by 8%, whereby increased the top line by 23% over last year, resulting into net profitability for the organization in the period from an-May 04 at the Ice cream business.
• Increased distribution network by 25% in the Fragmented trade and supplies.
• Developed a focused organization for Out Of Home Consumption and added New Channels whereby the throughput increased by 35%
• Developed an organization for the Key Accounts whereby focus increased on the tailor made promotions and the net productivity increased.
• Developed the Model for Out-Let Classification, which helped in keeping activities/products Channel Focused.
• Implemented the Debtors Control Model, which reduced the Trade Out Standings/credit period by 2.5 Million Dirhams/30days.
• Improved upon the in-store Merchandising by various merchandising activities and developed a Merchandising Manual for Sales Team.
• Strategically Manage and Operate the Tiffany Warehousing and Logistics of supplies and materials across UAE
• Worked on the Group Manufacturing and Marketing Model for Iran.
• Through the distribution funnel created by the Sales & Distribution company at ERCO, launched new products like Noor Margarine & Hayat Squeezy Ketchup in the UAE.
• Focused approach on Bakeries segment for Flour increased the sales by 10 %.
• Worked on the project of implementing Direct distribution/ Distributor Model in Oman.
• Constant appraisal of pricing in the Vegetable oil segment.
• Implemented the Monthly review meets for sales force to keep a constant check on Targets & Achievements.
• Operating with a team of 2 Sales Manager, 3 Area Managers, 44 Sales reps, 16 Merchandisers and 8 Executives, Office Sales Administrative staff of 4 Junior Managers and support staff of 25 people.
Key Achievements at IFFCO
• Designed and Successfully Implemented the Corporate Diamond Model in UAE to synergize the group activity in trade channels for a sales team of 350 people.
• Lead Negotiator with Key Accounts on behalf of the Group on Sales of over AED 100 Million per annum
• Executed a Merger of 3 separate Category based Sales Team to form a single Sales & distribution Company with a annual turnover of Dhs 180 Million. Conducted various Training Programs for the field force.
• Redefined the approach in Handling Key Accounts especially international chains like Carrefour and Co-ops in UAE.
• Implemented the cost rationalization program where by reduced cost by Dh 1.0 Million without effecting productivity.
• Developed the model of Customer Value Management (CVM) that resulted in improved yields at key accounts
1997 - 1999 BRANCH MANAGER, CUSTOMER MANAGEMENT GROUP (CMG), UNILEVER PAKISTAN
Responsible for the whole product range of Detergents, Personal Products, Tea, Spreads & Cooking Category
And worked in Multan Branch and Karachi Branch.
* Operating a team of 5 Assistant Managers, 15 Lever Distributor Managers and 15 Administration & Supporting Staff
* Monitoring the performance of each brand for the assigned region
* Identify weak performing brands and suggesting trade activities
* To interface and coordinate all brands category related issues
* Implementation of TQM activities in the assigned branch
* Coordinate with 140 distributors and company field staff
* Conduct weekly review meetings with Branch Operations Managers and Area Managers for sales performance & promotion reports
* Analyze the competitive products, market trends, sales budgets and quotas
* Implemented the low cost distribution concept, which increased distribution by 7% in the metro city of Karachi.
* Worked on HOST (harmonization of sales and trade) to capture the data at the point of purchase.
* Implemented the smooth functioning of Key Accounts and Out Of Home Consumption organizations in the assigned areas
* Implemented the CHANNEL DEVELOPMENT program for all categories of LBPL
* Worked on various training modules for the distributors sales force.
* Analysis of the Return on Investment (ROI) model for the distributors and implementing strategies to improve upon their ROI or weeding out non-performers.
* Projects initiated and implemented Nationally include Low Cost Distribution Units, Pouch Hanging Project for SCC, Distributors Sales reps fixed vs. variable reimbursements.
* Development of commercial resource in the Sales Branches, Rod operation for the Low cost price pack sachets.
* Implemented the distributor rationalization system of making the distributors all category distributors in Karachi and Multan.
FEBRUARY 1994 -1996 REGIONAL MANAGER, BROOK BOND, PAKISTAN LIMITED
* Worked with the team of 4 Sales Managers and 25 Sales / Distribution Staff operating in Central Punjab and Northern Areas
* Overall responsibility included all Sales / Marketing activities of the Company in Tea and Food business through a network of 130 distributors
* Launched New products like A1 and Red Label
* Appointed new distributors in the rural areas
* Conducted various BTL activities which increased consumer base.
MARCH 1987 - 1993 DIVISIONAL SALES MANAGER, BERGER PAINTS PAKISTAN LIMITED
* Achieved plans and develop maximum potential volume from the market for Paints products
* Accomplished assigned goals within corporate objectives and policies
* Adequate distribution of product line through the distributors with minimum out-of-stock position
* Selection and training of sales personnel to ensure long term employment and department objectives
* Established and maintained top level contacts with the management of existing and potential customers
* Directed the constant appraisal of pricing, distribution and policies relating to the region
1985 - 1986 ASSISTANT DISTRICT SALES MANAGER, PHOTOMAT CORPORATION, CALIFORNIA
* Created quality service questionnaires for customers
* Identified sources of low productivity and profitability
* Assisted Manager in recruiting, training and supervising sales associates
* Maintained inventory levels and on-site inspections
* Marketing Analysis and competitors price checking
December 1986 Professional Designation in Marketing & Merchandising University of California, Los Angeles, United States of America
December 1986 Masters of Business Administration Pacific State University, Los Angeles, United States of America Thesis: Marketing Information Systems
June 1983 Bachelors of Commerce Hailey College, University of Punjab Lahore, Pakistan SHORT COURSES ATTENDED 1. TIME MANAGEMENT, KARACHI, PAKISTAN 2. TOTAL QUALITY MANAGEMENT, KARACHI, PAKISTAN 3. REGIONAL SALES MANAGEMENT CONFERENCE, CAIRO, EGYPT 4. KEY ACCOUNTS MANAGEMENT, DUBAI, UAE 5. TRADE MARKETING AND CHANNEL DEVELOPMENT, MUMBAI, INDIA 6. NEW CHANNEL DEVELOPMENT, MUMBAI, INDIA 7. CULINARY WORKSHOP, KARACHI, PAKISTAN 8. DEVELOPING CHANNEL ARCHITECTURE (WALLS), LAHORE, PAKISTAN 9. SALES FORCE MANAGEMENT (LUMS) LAHORE, PAKISTAN 10. TOTAL QUALITY LEADERSHIP DUBAI, UAE 11. PALM (PROGRAM FOR ADVANCED LEADERSHIP AND MANAGMENT) - SAUDI ARABIA.