Syed Salman Ali

Heading Sales of ZonG in Sindh which comprises of 10 billion annual business portfolio through 100 team members and 39 distributors.

 Managing the entire sales department on a regional level including Indirect & Direct Channels to achieve the budgeted sales targets in each channel / Segment.
 Maintain business & channel health by ensuring channel partners investments, profitability and ROI by enforcing sales policies in line with commercial objectives.
 Develop and expand trade channel comprises of 17, 000+ retailers by defining and executing Regional sales plans, coordinating, following up and reviewing the implementation of the sales plan.
 Responsible to bring distribution excellence, improve weighted and numeric distribution, increase channel reach and align sales strategy with shoppers insights.
 Managing overall sales and BTL marketing activities, set appropriate metrics and sales funnel management.
 Responsible for Commercial resources & Sales partners capability development, ensuring team have consumer driven mindset and capacity to adapt new products & services through regular coaching and competencies assessment.

Heading commercial function which includes Sales & Distribution, channel development, Customer service centers and trade marketing units of South region having 20 billion business portfolio and 10 M+ subscriber base.
 Responsible to deliver annual business and growth objectives, regional commercial business strategy and Channel policies. Deliver monthly business KPIs of Revenue, subscriber base, Mobile internet penetration and channel activity.
 Manage and develop trade networks that comprises of 86 distributors, 5 company operated flagship stores and 35, 000 retail outlets by managing their ROIs and providing constant brand & trade marketing support.
 Supervise Channel development, trade promotions, new product launches, network coverage enhancement to fill up revenue gaps, new subscriber acquisition and increase MBB share through field sales and Technology support.
 Improve brand health by increasing consumer consciousness and consideration through segmented tariff, products, value added services and communication campaigns.
 Manage Customer Services Centers and ensure Customer delight & loyalty to network by implement proactive measures to increase value and create consumer convenience.
 Responsible for Commercial resources capability development, ensuring team have consumer driven mindset and capacity to adapt new products & services through regular coaching & training and competency assessment.

 Develop annual marketing plans to attain business objectives and defining Go-To-Market strategy for new products and services through sales channel and customer collaterals.
 Direct implementation and execution of marketing & sales policies, target setting, productivity measures in accordance with geographic distribution of Network resources, demographic potential, segments & product expansion and by avoiding any revenue gap in strategy.
 Responsible for demand generation, consumer campaigns and customer experience with the product/brand.
 Manage communication mix, OOH advertising, affinity programs, consumer promotions, JVs, BTL campaigns to achieve commercial and Brand consideration and conciseness targets.
 Responsible to implement national segmentation ensuring CPC model and design localize segment strategy and development plan as per ground dynamics.
 Generate consumer Insight and conduct meaningful market research (VOR/VOC) & BI analysis, recognition effective gap and opportunity and strategizing efficient market development activities.

Dawlance is the market leader in the Home Appliances Industry in Pakistan having a 65% market share of the overall home appliances industry having an extensive dealer network (1800+) and exporting to Middle East & African countries (Dawlance & Nobel brands). Category Head of Rs.3.5 billion Air Conditions portfolio and heading group CRM & new product development projects, reporting directly to the MD the primary Job responsibilities include;
 Responsible for category strategy development & implementation, positioning & messaging in line with Brand Key to ensure achievement of category’s brand and business goals.
 Steering a team of Media, Research, Technical and operational functions for brand extensions & product development through category’s ATL, BTL & PR activities, consumer insights generation and market performance analysis.
 Responsible for P&L, maintaining overall business profitability, market share, and improving brand health (KERD) through effective execution of communication plans and trade marketing efforts.
 Develop comprehensive annual marketing and product generation plans to bring portfolio growth and increase Brand’s positioning in premium market segment.
 Prepare brand and creative briefs for media and promotional activities and evaluate their effectiveness using variety of market intelligence efforts, consumer and advertising researches.
 Tracking monthly sales performance in variety of retail channels, preparing trade strategies and monthly schemes.
 Plan and coordinate periodic CRM researches and ensure effective implementation of CRM plans across organizational functions.
 Supervise Dawlance all New Product Development (NPD) initiatives, tracking global advancements in relevant categories and ensure effective coordination with all stockholders for successful and timely new products’ launches.

Berger Paints Pakistan Ltd is a leading paints and chemicals company in Pakistan with technical collaboration with Nippon Paints Japan and Asian paints.
Working as head of Strategic Management & Supply Chain, my key responsibilities were;

 Headed corporate strategic assignments that include organizational restructuring, ERP implementation, various project managements and supported financial restructuring efforts.
 Responsible for aligning operational planning with financial strategies and supervise corporate planning.
 Established supply chain function, restructure demand-Supply cycles and sales ordering system to ensure effective and efficient use of resources in over 1400 SKU challenging environment.

 Formulate and implement brand and marketing strategies for over Rs.4 billion BERGER Robbialac portfolio.
 Supervised Strategic Marketing planning, budgeting and execution. Managed and supervised all creative elements of the brand in coordination with creative and media agencies.
 Centralizing and maintaining constant field intelligence and feedback on competitors' activities.

 Developed market plans for product launches through effective Integrated Marketing Campaigns and providing trade marketing support to retail and institutional Sales.
 Identifying and planning ATL & BTL activities to increase brand awareness and market share.
 Consumer & Trade Researches and new product development activities. Coordinate and implement product concepts to market in cooperation with Markets, Technical and Manufacturing.

Worked as assistant manager in marketing team that was responsible for re-positioning and re-launch assignment of Mitsubishi Automobile range (Lancer, Gallant, Pajero) in Pakistan. Primary responsibilities included;

 New dealers’ evaluation and development of Mitsubishi exclusive dealerships channel.
 Implementation of MITSUBISHI international brand identity, creative elements and processes at Dealerships.
 Market gap analysis and identification of potential models from Hyundai and Mitsubishi Motors range.
 Karachi region sales management and distribution of product throughout Pakistan. Directed and monitored dealers’ sales and inventories.
 Development and execution of Mitsubishi's marketing campaigns in coordination with creative, media and activation agencies.

Worked as product expert to support marketing efforts of Autodesk Inc. in GCC Key activities were;

 Business development for Autodesk Software in UAE and LEBANON.

Worked as design engineer to lead Highway projects' design and planning. Key activities were;

 Lead Designer of various mega infrastructure / Highways projects in Pakistan
 Development of project proposals, PC1, and project schedules.
 Principle Trainer for Autodesk and Eagle Point software.