SAIF ALI

• Managing stitched (Pret), unstitched, ethnic and western categories at Bonanza Satrangi for both male and female consumers, which contribute 80% of overall portfolio.
• Develop and execute promotional initiatives including development of TVCs and DVCs to profitably increase consumption of various categories by over 20% GOLY within budgeted parameters.
• Closely observe and analyze sales volume, market trends and competitor activity.
• lead product management and cost reduction projects with internal and external stakeholders, this has led to saving of 5% in overall marketing budget.
• Closely work with digital, creative, media, research and activation agencies.

• Prepared and implemented annual marketing plan for both FOGG and OSSUM increasing portfolio by 13% over last year.
• Conducted market research through nationwide trials to understand fragrance-based consumer and increased sale by 15% in focused areas and clusters.
• Implemented perfect store program nationally to secure high-value accounts and increase share of modern trade by 32%.
• Implemented branding on IMTs, LMTs and GT clusters nationwide for better visibility.
• Coordinated closely with various E commerce platforms for increase in their respective contribution by 43% over last year.

• Strategized and launched Tulsi TVC campaign as part of brand revamp project leading to 26% GOLY.
• Launched Candy crush to expand candies portfolio and cater to Rs 1 price point.
• Managed brands such as Hilal Kake from Baking category which contribute 35% of Hilal portfolio.
• Coordinate with sales department to get annual sales and marketing budget approved from the management including sales incentives, schemes, discounts and marketing/trade marketing spend along with phasing.
• Work closely with our digital and media agencies for development of effective result oriented digital plans.
• Keeping close eye on financial health of my categories by regularly monitoring CM & GP and brand wise P&L on monthly bases. Also kept track on competitors.

• Managed chocolate category contributing 25% of entire business along with the Assistant Brand Manager which include revamping existing brands such as Cloud 9, Paradise and Now paste.
• Launched the entire range of Candyland Kitchen Creations (Cooking chocolate)
• Worked on different advertisement campaigns.
• Managed Candyland’s kiosk at Coke Fest across Pakistan along with my BTL team.
• Coordinated with agencies to develop marketing assets on time.
• As management trainee worked on rotation at various departments such as field sales, trade marketing, operations, BTL teams and supply chain.