Head of Trade Marketing
Packages Limited
Total years of experience :12 years, 6 Months
Heading trade marketing department of Consumer Division which includes personal care, home care and feminine care categories
Leading a team of 6; 5 trade category & channel managers and 1 trade operations manager
Responsible for planning and managing trade budgets (end to end) including trade spend for structured customers, trade offers, channel spends, consumer promotions, instore activations and in market executions
Successfully planning and managing channels strategies & compliance and Go To Market strategy & mechanics
Devised MSL Module (Must Stock List) to ensure brand wise presence across channels as per requirement
Looking after in-store compliance module to ensure best in class executions as per the structured programs
• Looked after for SC Johnson business, dealing in categories of Home Cleaning, Pest Control and Air Care to unleash their true potential in Pakistan
• Managed Team of 5 Regional Managers, 24 Area Managers, 60 plus Territory Executives and around 270 plus Order Bookers, which are working in whole Pakistan for retail business.
• Effective monitoring of Primary and Secondary sales for entire portfolio
• Tracking of distribution’s KPIs to drive efficiency and to drive growth agenda for business
• Coordination with supply chain and sales team to ensure timely deliveries of stock
• Working on SOPs regarding damages, returns, and other claims to ensure efficiency in overall process
• Coordination with trade marketing team to provide required TTS budget to sales team to compete in market
• Leading operational agility projects: Geography based restructuring of field force, Low-cost distribution model (LCBM), digital optimization of secondary sales routes in collaboration with 3P
Lead team of 25 people including Territory Managers and Area Sales Manager in South for retailing business
Looked after for 1.2 billion PKR turnover by managing 15 distribution setups in South region for tissue category
Increased the numeric coverage by 70% in 2 years which helped to increase business by 40%
Developed E-Commerce channel and induct accounts like Daraz, Hum Mart, Jaldi Saman, Panda Mart etc.
Leading operational projects in South region which includes supply chain/warehousing, digitalization of daily sales process, Geo tagging of outlets
Lead Trade Marketing projects which include channels segmentation, planning of must have SKUs and secondary placements plan to build the perfect stores
Formulation of strategic direction for the region’s growth, Trade funds management, Developing Annual Business plan (Volume & Value by brand), Developing & achieving Annual & monthly sales plan (Volume & Value by brand) in consonance with Annual business plan
Managed Product availability/ Distribution, Numeric & weighted distribution of brands, Visibility of brands in store, Range selling, Category management, merchandising excellence, Strong Visibility of brands, Managing Shelf share (as per market shares),
Maintained Planograms, Negotiation and Execution of Promotional Plan on Key Accounts which include LMTs and IMTs along with implementation of customer level Joint Business Plan
Major Achievements:
Achieved top performer position in national competition as a “Regional Sales Manager (South Region)” (2019)
Achieved runner up position in national competition as a “Regional Sales Manager (South Region)” (2020)
Achieved top performer position in national competition as a “Regional Sales Manager (South Region)” (2021)
Looked after National Key Accounts, HoReCa, Travel & Leisure, and General Trade accounts and Responsible for creating Trade & Shopper Marketing Strategies
Developed & Executed JBPs with National Key Accounts/School Chains/Universities for Wall’s vending solutions
Coordination with Regional Channel/ Key Accounts Managers and field sale teams to ensure smooth and timely implementation of all innovations
Identified channel trends and opportunities and category management & SKU wise demand plans and forecasting
Developed models for E-Commerce & Home Delivery
Coordinated with teams e.g., Marketing, Commercial, Supply Chain, NPI Development, QA, Cold Chain, to ensure in time availability of vending and product-based solutions
Managed national channel budgets by optimizing trade & consumer promotions
Closely monitored sub channels volume and value performance
Development of channel specific products/solutions for Foods, developing consumption led solutions that drives visibility and enhance brand image
Development and manage 3P to ensure smooth execution of plans, Identifying ATL & BTL branding & visibility opportunities in channels that drives consumption growth.
Managed team of 3 Territory Managers and 40 Distribution staff including sales supervisors, orders bookers and delivery men
Looked after for 2 distributions in Karachi city comprises of 51% share of business with annual turnover of 1 billion PKR
Managed Key Accounts, Modern Trade & General Trade accounts for the expansion of the business
Development of efficient trade plans for the premium and high gross margin products and to improve cost efficiency at all levels of the operations and crafted plans for the New Innovations / New Launches, and utilizing them into executions
Utilization of Trade Plans at channels of the business by planning and execution for sales promotion through Distributors, POPs, B2B and B2C accounts
Ensured high margin SKU’s (products) meet their desired availability in the market
Effectively utilized visibility & BTL advertising mediums in the market for consumer attraction and expansion of the business
Assets management at all levels to eliminate assets loss
Training and motivating the team to keep them aligned with the Company's objectives
Major Achievements
Achieved trade award “Best Area Manager (Karachi Region)” (2016)
Managed team of 35 Distribution staff including sales supervisors, orders bookers and delivery men
Looked after for annual turnover of 700 million PKR business in the assigned territory and managed the core distribution operations and supply chain management for product delivery into market
Adequately developed and implemented effective and competitive sales strategies for business growth and targeted sales campaigns in complex territory by building long term customer relationships and developed RTM models. Implemented profitable prospecting initiative, targeting high potential customers
Skillfully established new business opportunities by identifying, researching, and analyzing sales options. Presented analyzed & proposed product requirements to product management division by utilizing market research data, reviewed production & sales costs
Major Achievements:
Achieved trade award “Best Territory Manager (National Basis)” (2015)
Final Project on "Celebrity Entrepreneurship Success in Pakistan"