Head of Trade Marketing GCC (Saudi Arabia and Gulf)
ALMARAI
Total years of experience :18 years, 4 Months
Driving Trade Marketing function across Saudi Arabia and rest of Gulf within the largest vertically integrated Dairy Company in the world (annual revenue of $3.5Billion+). I am the voice of the shopper and customer inside the company. Responsible for leading channel strategies, Go-to-market, 5 year plans, category management and shopper based in-store activation that enable delivering sales and profit objectives for the company.
Key Responsibilities
- Drive in-store presence and activation through Shopper based initiatives.
- Planogram and space management development/implementation
- Provide innovative merchandising and display solutions to drive additional in-store space and multiple points of engagement
- Product instore shopper activations through GCC (30, 000 activations per year)
- Provide Category Management expertise with Key Account retailers (Including: Panda, Carrefour, Othaim, Bin Dawood, Danube & LuLu)
- Promotional management and execution
leading trade marketing, merchandising and market insights functions
- Initiated the concept of Channel Profitability, Activation, Creation and development
- Built fully Integrated, Sustainable & Profitable Brand/ Category Growth Solutions For Every Channel based on Shopper, Customer and trade behavior
- Locked Mega Joint Business Plans with cross category companies (Snacks, Breakfast) and retail customers
Note: National Position, 10 Direct Reports across Pakistan, Total Team of 120+
- Restructured and revamped the trade marketing department, Identified, interviewed and recruited 50 Creative resources from reputed Companies
- Leading development of the Trade Marketing and Capex (Coolers, Glass, Shells) Strategy
- Responsible for managing all In Store shopper Marketing activities across all channels
- Lead the development & execution of Loyalty Programs and Trade Plans across targeted channels
- Initiated Customised Joint Business Plans at 30 Top Contributing Key Accounts in coordination with Finance and supply chain
- Managed to innovate in store marketing in GT Self Service stores, Bakery & Groceries
- Developed and executed yearly customised trade calendar and Shopper Marketing programs (based on insights) for the Cash & Carry (Wholesale) channel, Bakery & Petro Marts, ensured sustainable growth models are in place with the right ROI.
- Managing a Budget of 500M PKR for Shopper & Customer Activations, Loyalty Programs.
- Developed and executed Coke Club (Loyalty Program at 10K Outlets), Golden Store (Traditional Trade Activation Program at 6K Outlets), Walk- In (Modern Trade Program at 1.2K Outlets), RED BOX (Loyalty Plan for 2K Top Contributing Outlets)
- Lead, Plan, develop and implement Channel strategies for CSD business for building volume, revenue and profit.
- Pivotal resource for Commercial Business Planning related to Volumes, Pricing, Innovations, Discounts, Marketing Activities, Cold Equipment and Distribution.
- Developed and executed BTL Plans for Yearly Coke Studio, Refreshment, Sprite n Spicy, Fanta Snacking Campaigns.
- Developed and executed a 360 degree plan to launch 1L PET Pack which is now 15% of the Business.
- Retail Audit analysis, Sales forecasting, Asset Utilization, Demand planning and RE Volume, trade promotions, business planning, Management & coordination of internal audit and discount framework development.
- Developed and executed Market share winning plans for 3 Top Contributing CSD Markets
- Initiated Retail Merchandising through own sales force by rolling out Pre-sell on all the routes.
- Managed & supported territories in business planning process for mapping volumes, discounts, coolers and glass
- Monitoring market wise (Direct & In-Direct) sale & availability of SKUs
- Central resource for Complete Planning, execution & Analysis of Sales promotions, SKU Availability, Activation, Merchandising, POSM Drives, Bundling, Trade Campaigns and Incentives across all 7 territories of Coca-Cola.
- Designing, planning and implementation of Merchandising tools, tool kits, Planograms / Picture of Success / Visibility tools
- Responsible for conducting 2 Yearly Distributor Conferences. Budget: PKR 25 Million each, Distributors: 711
- Developed and Rolled-Out National & Regional Consumer/Shopper promotions for Cola, Flavors and Stills (Water & Juice).
- Executed Cross Category Consumer Promotions with Slanty, Guard Rice, Knorr, Spaghetti and National Food Recipe.
- Worked as Project Manager on numerous strategic and high revenue generating projects to enhance Telenor product portfolio. (Yellow Pages, Citizen Journalist, Location Based Services, Mobile Advertisement)
Product Launches:
- Mobile Advertisement: Successfully developed and rolled out numerous campaigns with More+, The Symmetry, Excellcom (Ad Agencies) and helped the company achieve its targets.
- Citizen Journalist: Launched the service with Dawn, Geo and Samaa.
- Automated Meter Readers: Developed and launched the product in co-ordination with the energy companies (Pepco) and Manufacturers (Syed Bhais and PEL).
-Managed day to day corporate client accounts
-Analyzed economic and industrial health of corporate client
-Studied Treasury Department Operations to further enrich internship experience.
-Carried out risk assessment of corporate clients.
-Developed industry analyses of textile, power, cement, fertilizer, electric goods, consumer goods and capital market.
-Developed balance sheets, income statements, cash flows for Credit Memorandum approvals.
-Prepared financial analyses of corporations for loan facility.
-Documented Cooler Injection Team protocols through extensive market surveys.
-Executed trade promotions for all beverage brands.
-Administered Consumer Resource planning methodologies.
-Managed the Direct Marketing Expense allocated for the duration of internship.
-Implemented the price off campaign poster drive for HORECAS.
-Rolled out the launch campaign of Minute Maid pulpy orange in trade.
-Proposed a new business opportunity: “the Khoka-Tech” for serving the corporate sector.
• Initiated and led the Supplier System Improvement system which included:
• Identifying and executing Supplier Training on the basis of yearly performance of suppliers
• Developed supplier training syllabus in accordance to Honda-Japan guidelines in order to educate the suppliers.
• Developed Quality System of Suppliers by Creating SOP, Check Sheet, PQCT.
• Responsible for market complaints in local parts
• Managing annual audit of wiring, tubing and piping of Honda Vehicles
• Calibration planning: implementation of in-house calibration and the outside calibrations.
• Performed Supplier selection and evaluation for new parts business.
• Represented quality management system and environmental management system.
• Initiated Kaizen system and 5s system at the department level.
• Product Launches: Successfully developed and rolled out numerous Quality Control Plans for different models of Civic and City.
• Market Research: Have done market visits and gathered feedback regarding Customer Satisfaction from the following areas: Kamra / HassanAbdal / Abttoabad / Rawalpindi/ Lahore / Karachi/ Islamabad / Jehlum / Sukkur / Rahim Yar Khan / Lalamusa
• Trainer for Automotive Part Suppliers: Have been involved in building the knowledge base of the Products and manufacturing processes.
• Selected for Quality Control Training Course \[Duration : 3 Weeks\]\[13th Feb ~ 6th March'07\] \[Location : Osaka, Japan\]
• Recognized by Honda for Reliability and "Getting the job done" through persistence and a strong work ethic.
-Conducted an extensive research on the management practices of distribution and purchase in the Supply Chain Department.
-Performed a comparative analysis of the various models being used for maintenance and production management.
CGPA: 3.4. Key Projects: Market Research – Sanofi Aventis Ltd. - Conducted Market research of Nutra-ceuticals (Multivitamins, Fish Oil, Calcium, Glucosamine and Milk Thistle) which included Marketing Strategy, Product policy, Segmentation & Marketing Mix. Advertising – Levis Shoes (2nd Best Advertisement in category- MBA 2007) - Developed Strategy & Campaign Concept - Executed Pre-launch Research and Developed a TV commercial for Levis Sports Shoes Consumer Behavior – Toilet Soap Study for Dettol - Identified key trends in the toilet soap market w.r.t brand loyalty, switching behavior, and user segment (all brands). - Identified the Competitive position of Dettol - Segmented the market in terms of demographics and brand image Marketing Projects: - - Developed a marketing strategy for introducing High Noon products in Afghanistan. - Brand Management for Surf Excel. - Business to Business Marketing in the Automotive Industry. Other Projects: - Systematic analysis of global and international activities of Monsanto. - Role-play exercise on Masculinity/Femininity. - Social Responsibility project on Autism Awareness. Relevant Course Work: - Marketing / Advertising / Business: International Marketing, Consumer Behaviour and Market Research, Marketing Management, Advertising and Promotion Management, Brand Management, Business to Business Marketing, Corporate Strategy - Finance / Economics: Financial Accounting, Financial Management, Islamic Banking, Managerial Accounting & Control Systems, Managerial Economics (Micro & Macro) - HR / Communication / Operations: HR Management, Management Communication, Organizational Behaviour, Operations Management, Supply Chain Management, Workplace Diversity, Business Law, Channel & Sales Force Management, Corporate Social Responsibility
Percentage: 72.2 % M.Sc Project: Development and Implementation of Supplier Training Model at Honda Atlas Cars Pakistan Limited. Research Paper: Research Paper on “Process Quality Control in Automotive Parts Supplier Organizations”.
Percentage: 76.42 % B.Sc Project: Design of Solar Concentrator for Steam Generation Plant. Additional Skills and Experience: - Successfully completed the following training programs: Object Oriented program using C++ (Duration: 10 Weeks), AutoCAD 2002 (Duration: 5 Weeks), Pro E 2001 (Duration: 10 Weeks), Honda Fundamental Course 1 (Duration: 1 week) (86 %) Honors and Awards: -Honours in B. Sc Mechanical Engineering.
Percentage: 80.2%