Head of Business Operations (Marketing, Merchandising, Operations, Sourcing)
Geebee Garments FZE
Total years of experience :28 years, 8 Months
I was recalled by Geebee Garments on a special assignment to help them set up a formal jacket production line and market the same. I have used my knowledge of formal wear construction and its marketing to bring the company back to its former level of output and competitiveness on formal trousers, and also develop the fledgling formal jacket production line into full-scale manufacturing. My responsibilities also include setting costing parameters, initiating CMT contracts with customers and ensuring the proper build-up of the productivity along with quality.
Achievements:
• In a short span, I managed to once again achieve the phenomenal productive output of the formal trouser line in order to maintain cost-effectiveness even with the Middle-East’s increased costs.
• Brought back two essential customer accounts to the company that specialise in men’s and women’s formal clothing.
• Formal jacket output and quality being brought up to world-class levels
The company is India's largest manufacturer of formal apparel, with an installed capacity of 65, 000 constructed jackets and 120, 000 formal trousers per month. It is also one of the Asian region's largest and most reputed apparel manufacturers.
I am responsible for the marketing and merchandising efforts of the formal wear division.
Achievements:
• Primary responsibility for bringing in four new ultra-premium customer accounts from UK
• Primarily responsible for supporting the US office of the company in bagging and retaining two ultra-premium US accounts
• Large share of responsibility for managing the changeover from CMT-based operations to full-package capability
• Building team cohesiveness in a divided structure.
• Penalties for late deliveries reduced to less than 0.5% of division’s turnover.
• Increased levels of customer satisfaction across all markets.
I report to the CEO of the Tailored Cluster of the company. Solely responsible for marketing and merchandising of a turnover of Rupees One Hundred Crore.
After a successful stint in UAE, I was deputed to set up the company’s operations in Bangladesh. I was tasked to set-up and then operate a buying facility and a manufacturing facility profitably. I headed the above project from inception to its current profitability. This required my involvement in incorporation of the company, related free zone and government procedures, factory layout and design, machinery selection and purchase, manpower recruitment, marketing, merchandising and administrative functions.
Geebee Garments, Sharjah, UAE.
The company is an ISO-9001 certified manufacturer of formal trousers and industrial / work wear garments for reputed stores across UK and Europe.
Achievements during my tenure:
At Sharjah:
• I achieved 50% higher production from the same facilities, quality rejections have reduced to less than 1% of overall production.
• Air freight costs reduced by 75% in four months due to proper planning and implementation.
• Added muscle to the outsourcing operations
• Built up a lucrative domestic market for product overruns - this new opportunity built up to an extent that it required a separate team to manage it!
At Dhaka:
• Set up the complete facility from company formation to obtaining all necessary licenses and commencing operations and then building efficiency
• Ran a successful knit-garment sourcing operation as well as the manufacturing operation making formal and office-wear shirts
• Brought back customer confidence in Bangladesh operations
• Learnt to speak, read and write the local language (Bangla) in order to facilitate effective communication at all levels
The company sources quality casual wear to retail stores in the UK.
Responsibilities included daily liaison between vendors (factories) and buyers on sampling, merchandising, pricing, production, quality, and shipment issues. I was also responsible for product development and co-ordination between fabric and trims suppliers, and vendor base to ensure a quality garment to the buyer.
Achievements:
• I was able to increase business by 50% year-on-year in a very competitive market
• Late deliveries reduced to almost negligible levels from a level of almost 20%. This is a major achievement, considering that the lead times from the time of order placement till shipment were reduced by the buyers in order to be more responsive to trends in the highly competitive UK market.
The company manufactures reputed brands of casual wear garments for ladies, men and children to the UK and US markets.
I joined the company in May 2001 and within a couple of months, we faced the fall-out of the 9/11 attacks on the US. I headed merchandising and marketing functions for the company. The company had production bases in Bahrain, Oman and Kenya besides U. A. E. Operations
Achievements:
• The aftermath of the 9/11 attack saw almost 70% of the apparel producers in UAE close down for lack of orders due to negative sentiment against Arab countries. I used a team-building exercise along with a tighter control on costs and output so that the company not only avoided losses, the profit levels remained the same as prior to 9/11.
• Successfully ran operations across three countries with the support of a smart team
The company is part of the reputed International Clothing Designs Group, and a reputed supplier to British High Street retailers.
I was responsible for the merchandising and shipping functions of the company and headed a team of 6 people, which sourced woven and knitted apparel from reputed manufacturers in Bangalore, Chennai and Tirupur. Styles included garments for men, women, infants and children.
I handled fabric exports and home furnishings with heavy embroidery for the company.
I was responsible for setting up a quality system and a new market in embroidery threads for the company. The embroidery thread business grew to be one of the most profitable lines for the company.
I learnt the technical qualities and properties of fabrics, yarns, threads and various processes like yarn preparation, twisting, doubling, weaving, dyeing etc while working here. This knowledge has proved invaluable in my career.
PREL was the exclusive buying agent worldwide for Wal-Mart Stores Inc., based in Hong Kong.
I was among the first batch of recruitment for their India Liaison Office, and we were all responsible for the smooth take-over of India operations from the Singapore office of the company. Responsibilities included regular quality control and audit, factory assessment and certification, and vendor evaluation based on quality and timely delivery.
Though I was appointed in the Quality control and Audit function, I also handled hard-line merchandising for the India office, handling products as diverse as nuts and bolts, cycles, hand tools, power tools, garden tools, soft luggage and footwear in addition to my responsibilities in the quality function.
I joined the company as a junior merchandiser, part of a team of seven who reported to a senior merchandiser. I learnt all aspects of merchandising, and handled various accounts that included retail stores, designer labels, mail order buyers, importers and licensed boutiques for Europe, America and Canada. Responsibilities included independently handling accounts assigned to me with the guidance of a senior merchandiser.
After a year in the company, I was promoted to the position of Merchandiser with complete charge of my accounts. I then reported to the Merchandising Manager. During this period, the company started putting in efforts to achieve ISO 9000 certification for manufacturing; I also successfully completed a training programme in this regard.
