Sadaf Abid

Reporting to the HOM, I am responsible for brand promise, vision, position, architecture and achieving overall business objectives for Masafi’s Beverages across GCC and other Export Markets. Core role includes managing the P&L, innovation management and category-building using a portfolio approach.
Actively involved in overall Brand BTL strategy and on-ground implementation based on Customer focus and profitability.

Responsible for Wall’s Family Portfolio, reporting in to the Marketing Manager. Handle PKR 2+Bn portfolio that comprises of premium and family brands; Selection Carte D’or, Heart Brand, premium Gold Series and local jewel, Badami; with an Assist. Brand Manager reporting in.
Responsibilities include managing category & market development, leading major brand innovations & planning & execution of all marketing campaigns.
Wall’s Desserts has a 20% share in the frozen desserts category and is the market leader with 70% share in the Take-Home Family segment of the category. Further, the portfolio contributes 32% to the local Wall’s business, being the volume growth driver.

ACHIEVEMENTS:
-Driving the cold chain process for Dedicated Category Freezers deployment in market, ensuring portfolio’s growth & increased contribution in the overall Wall’s category
-Developed the 5-year Strategy Roadmap for the portfolio, leading it to be future growth driver for Wall’s Pakistan
oWall's Desserts Brand Architecture defined for the first time, focused on launching Global Brands in the portfolio
-Developed a Desserts Market Development Model for the category, implemented to establish & own Celebrations in South Asia
-Leading the Company’s Innovation Process Management module across brands & categories
-Launched the 2 in 1 Combination innovation, based on Local Palette, to establish ‘Celebration’ platform which the brand owns
oEntirely led the 2012 360 Brand Campaign, ‘Khao Badami, Wow Strawberry’, from briefing and ideation to execution and deployment - 152% target achievement
-Launched a successful consumer promotion scheme on the Carton Pack format which contributes 70% to the portfolio, to recover the volume loss on Impulse category; in 3 weeks from ideation to execution
-Conceived from Ideation to Execution; a special edition offering for Eid with novelty flavors. Achieved target within 4 weeks of launch, - 129% target achievement

Assisting a Brand Manager in handling a portfolio of family brands; ranging in formats of Bricks packs, tubs and buckets.

Handled a portfolio of 8 brands across Foods and Laundry, activating them over all relevant channels i.e. Modern Trade (Local and International), Traditional Trade. Also handled home and personal care brands across rural touch points

Handled major clients for the agency; developing and presenting business pitches, driving creative idea generation as per briefs; remained involved at every step of the process till the very end. Also had a team of eight people reporting in to me, whereby I was responsible for their growth, development and learning.

Handled major clients & managed overall operations of the agency itself. Responsibilities also included developing Project &/or Marketing brief for the creative department & Concept/Content/Copy writing. Also had a team of four people reporting in to me, whereby I was responsible for their growth & learning.
- Core team member of Shield ‘Muskurahat Nagar’ Campaign