Assistant Category Manager
Unilever Pakistan
مجموع سنوات الخبرة :15 years, 8 أشهر
❖ Leading category planning & operations of largest contributing category\business group (Home Care) of company in the country. (Annual Turnover of PKR 45 billion)
❖ Strategic Planning: Collaboration with cross-functional teams to develop and implement strategic plans and objectives for home care category. Conducting market research, identify growth opportunities, and create action plans to drive category performance.
❖ Category Management: Managing the end-to-end management of home care category, including product assortment, pricing, and promotions. Analyzing market trends, consumer preferences, and competitor activities to optimize product offerings and maximizing sales.
❖ Demand Planning: Utilizing forecasting techniques and demand planning tools to accurately predict product demand for home care category. Collaborating with planners and internal teams to ensure adequate inventory levels and minimize stockouts or excess inventory.
❖ Supply Chain Coordination: Working closely with planners and logistics partners to manage procurement and distribution of home care products. Ensure timely delivery, efficient inventory management, and adherence to quality standards.
❖ Performance Analysis: Monitoring and analyzing key performance indicators (KPIs) for home care category, such as sales, market share, and profitability. Identify trends, opportunities, and risks, and provide insights to drive data-driven decision-making.
❖ Cross-functional Collaboration: Collaborating with marketing, sales, supply chain and finance teams to develop and execute marketing campaigns, pricing strategies, promotions, and financial plans. Coordinating with internal stakeholders to align efforts and meet business objectives.
❖ Led as Geography Excellence Manager for 2 regions (ISB & PESH), managing their end-to-end operations and KPIs having Annual Turnover of more than 28 billion rupees.
❖ Managed team of 28 Territory Managers, 10 Area Managers in inner core and 400+ Sales reps in outer core based at spread of 90+ Distributors along with coordination at 3 Supply Chain depots for primary sales till last mile delivery.
❖ Delivered significant value growth of 30% along with green KPIs through effective primary sales & logistic support.
❖ Jointly responsible with Geography Sales Manager for determination of sales objectives, fuel for growth & getting the right support from customer marketing teams to achieve these plans.
❖ To plan and implement GTM strategy to drive growth in Geos. 4 areas had Re Org in 2022
❖ Close coordination with Trade Marketing, Supply Chain and Customer marketing department for continuity of smooth operations.
❖ Review and monitor replenishment of 250+ active SKUs, dispatch plans, stock returns & cancellations in co-ordination with central operations, category, and supply chain teams.
❖ Managing distributor inventory as per given guidelines and taking proactive actions to build stocks at optimum levels along with stock shortages, expired & damaged stocks to ensure customer profitability.
❖ Keeping a close eye on that stocks are sent timely to distributor as per dispatch plan On-time & delivery rate monitoring.
❖ Accountability & governance of all KPIs as per SOPs at primary & secondary level.
❖ Driving the B2B- E Commerce agenda of Digitization, Active universe & Delivery Rate at trade level. Increasing service levels of unassisted orders. 70% upsurge vs SPLY.
❖ Ensuring all the claims uploading and returns submissions to Head office are done on time.
❖ Led General Trade business with a team of 11 Distributors, 3 Territory Managers, 80 sales reps in my area (Jhelum, Punjab) with annual turnover of PKR 2 billion with revenue growth of 11%.
❖ Delivered sustainable business growth, primary secondary volumes, numeric increase of 500 retail outlets & along with profitable growth in channels.
❖ Increased numeric coverage by 10% and weighted distribution of brands while driving a project green field in my area, optimizing the costs & reducing it by 12%.
❖ Best Area for 3 Quarters of year on Score Card; tool with business growth & KPIs to grow responsibly.
❖ Built effective coverage strategy & added customers required finances while ensuring their profitability; ROI & ROWC.
❖ Conceptualized & Implementation of GTM strategy in my area; customized distribution models, Route to Markets, PJPs as per need basis.
❖ Creating & Implementation of JBPs and regular reviews to ensure compliance.
❖ Drove and ensured safe & smooth business operations as per SOP & audit guidelines by Unilever Quality Management System & safety standards.
❖ Led Ice Cream (Walls) business (Oct 2017-Aug 2019) with a team of 3 Territory Managers, 3 Distributors & 60 Sales Reps with annual turnover of PKR 1.3 billion.
❖ Formulated & achieved regional targets through sales strategies ensuring value & volumes objectives are met along with other KPIs. (VAL 9%, VOL 6%)
❖ Negotiated with distributors regarding enhancing service levels, by increasing redistribution capabilities and adequate human resource, for optimum growth.
❖ Designed JBPs with Customers, Key Accounts of the region in line with agenda of company to ensure ambitions are met within timelines.
❖ Drove the agenda of Increasing the numeric base through potential hunting & assets (cabinet) deployment on continuous basis.
❖ Planned & developed activation strategy; its end-to-end execution, roll out and on-ground monitoring, events capturing ensuring brands presence on-store and instore along with supervision of 4 Regional Visibility Managers.
❖ Responsible for planning & execution of budgets PKR 500 million allocation to regions and at national level, supervising all events, sponsorships, activations and at trade level.
❖ Development of agency briefs and 3rd parties as per task and ensuring timely implementation of the same.
❖ Led Week of Joys campaigns with 1st Branded Train of Country, and branding of 25 travel buses across the cities.
❖ Supervising BTL plans executions at national level along with budgets utilization.
❖ Enhanced the visibility of brand at 50K Points of purchases, through different mediums at trade, LMT, travel, HoReCa & Leisure channels.
❖ Providing the right mediums, tools for driving the perfect stores and perfect city agenda.
❖ Responsible for identifying creative & relevant tools of engagements and other on-ground opportunities based on brand positioning.
❖ Close coordination with Procurement, Legal and Finance departments in procurement of marketing materials, making of legal contracts and payments to suppliers.
❖ Maintenance of close liaison & negotiations with various Government offices i.e., KDA, PHA, CDA etc. for brand activation and communication and outdoor branding & taxation matters.
❖ Leading and implementing regional sales and distribution strategies, including:
❖ Negotiation with 2 distributors & 16 DSRs regarding enhancing service levels, by increasing redistribution capabilities.
❖ Ensuring adequate stock mix through monthly rolling estimates and liaison with primary distribution.
❖ Achieving secondary sale targets of channels and brands. Annual PKR 520 million.
❖ Optimizing asset utilization in the marketplace through reshuffling of under-performing assets at potential outlets and improving asset placement within outlets.
❖ Conducting re-org, as and when required by redefining routes and section ensuring sufficient service levels both with distributor-based and satellite towns.
❖ To continuously increase the numeric base in the territory for business growth.
❖ Responsible for overall asset management in the assigned territory.
❖ Looked after the dairy business in General Trade, Wholesale with a team of 14 DSRs, 20 Salesmen & a Distributor in Rawalpindi City from Jan-Dec 2010 & 8 distributors in the fragmented area (Gujar Khan) from Jan-Dec 2011.
❖ Planning primary and secondary sales, distribution, and productivity, displays and coverage, customer services and relations.