Consumer Insights Manager - Beverages
Nestle Pakistan
مجموع سنوات الخبرة :16 years, 11 أشهر
• Responsible for recreating the portfolio strategy of Juices through consumer engagement
• Pivotal role in launch of new business of Nescafe Cold Coffee & Working on Super Premium segment innovation pipeline
• Led a comprehensive need-state research on beverages leading to revamp of complete portfolio
• Led a thorough U&A study for launch of confectionary business in Pakistan
• Managing complete beverage portfolio of research including, Juices, Coffee, Waters, Milk Modifiers & Confectionary
•Won the top 10 best Brand teams award amongst the Nestle world communication competition 2011 which in now the best practice globally
•Received star performance award twice in a row 2009 & 2010
•Responsible for 3 brands in NIDO portfolio, ~ 4 Billion Portfolio
•Delivered sales growth of above 25% in 2009 & 2010 consistently
•Successfully launched 2 new premium variants in NIDO portfolio
•Led 3 Global Copy Adaptations( Feb’ 10)
•Led Best Brand activation Roll out 2010: 200, 000 contacts in 6 cities
•Led cost optimization initiatives (34 Mio PKR) for sustainable growth
•Launch of NIDO Bunyad in Afghanistan
•Initiated various consumer research initiatives including price sensitivity analysis, SKU studies, concept studies & product studies leading to key action steps for business
•Most successful launch of Nestle after Nestle Waters in 2001, low tier variant in portfolio
•Led complete local copy development (May’ 09)
•New Route to market introduced
•80% incremental sales for the new product launch
•Profitability of compete portfolio increased by 8%
•Led the NIDO portfolio in absence of a GBM for 8 months, ~ 10 Billion Portfolio
• Launch of new thematic campaign for Nestle Pure Life including TVC
• Best global adaptation
• Launched brand activation campaign for NPL (Aqualand) in key accounts across the country
• 20% increase in PET sales & 25% increase in account acquisition for HOD
• Led to increase profitability by 14% through introducing concept of profitable sales in priority Accounts channel
• Worked as Area Sales Manager, looked after a complete distribution in Key areas of Lahore
• Initiated and implemented compensation structure for Salesmen at distribution level
~3.7 GPA