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Usama Asaad, General Manager

Usama Asaad

General Manager·Merchandising & Buying Sapphire Retail Limited

Pakistan

Master's degree, MBA

Work experience

Total years of experience: 16 years, 7 months

General Manager

June 2021 - Present

Merchandising & Buying Sapphire Retail Limited

June 2021 - Present

Heading merchandising, buying and design for a portfolio of Kids, Women Western, Shoes,
Bags, Fragrance, Cosmetics categories
* Achieved 110% YOY growth in revenue and gross margin of above portfolio in FY 2021/22
against LY.
* Proven track record of delivering on top line and bottom line growth
* Worked closely with E-commerce and digital marketing to ensure a top line growth of 153%
Deputy General Manager Merchandise Planning
Job role:
Management

Deputy General Manager

January 2021 - June 2021

Sapphire Retail Limited

Lahore, Pakistan

January 2021 - June 2021

Business and sales strategy, evaluating trends, sales ratios and inventory levels, preparing
budgets and forecasting sales performance and growth. Identifying gaps in assortment, OTB,
sourcing, designing, product availability and visibility to get optimum results.
* Contributing 8% to the overall business of SRL.
Category Head Home, Kids & Sleepwear
Company industry:
Retail & Wholesale
Job role:
Beauty and Fashion

Category Head

March 2017 - December 2020

Sapphire Retail Limited

Lahore, Pakistan

March 2017 - December 2020

Launched four product line i.e home, sleepwear & kids apparel (eastern & western)
* Established merchandising, design and sourcing teams for sleepwear and kids apparel
* Ensuring above product launches on brick & mortar and E-Commerce channel while
ensuring newness and fill rate.
Company industry:
Retail & Wholesale
Job role:
Beauty and Fashion

Manager Sales And Marketing

July 2013 - February 2017

Sapphire Textile Mills Ltd

Lahore, Pakistan

July 2013 - February 2017

Creadore (key account) - annual turnover $ 7 million.
* Sales, Business Development, strategic pricing, supply chain management
* Moved the SC from Denmark to Pakistan, resulting in annual cost saving of $ 200, 000
Deputy Manager Marketing
Company industry:
Textile & Apparel Production
Job role:
Manufacturing

Deputy Manager Sales

August 2011 - June 2013

Sapphire Textile Mills Ltd

Lahore, Pakistan

August 2011 - June 2013

Developing MEA, Hong Kong, Russia and Australian market for institutional home textile
products with focus on liquidating dead stocks which resulted in a revenue of $ 1.5 Million
* The process involved identifying potential clients, establishing contact, generating lead,
preparing proposals with samples, follow up, re-negotiation, win the contract, ensure
service/product delivery, building confidence and converting into a long term relationship
ICI Chemicals Pakistan (part of the AkzoNobel Group)
Company industry:
Textile & Apparel Production
Job role:
Manufacturing

July 2010 - August 2010

July 2010 - August 2010

Analysis of local purchases to identify volume, weight and price drivers.
* Identify, quantify and analyze the potential for cost savings in logistics of imported RM’s

MTO

January 2008 - July 2009

Sapphire Textile Mills Limited

Lahore, Pakistan

January 2008 - July 2009

Marketing, customer and product development and export of institutional textile products to Europe.
Calculating, quoting and negotiating the product prices based on extensive data analysis.
Company industry:
Textile & Apparel Production
Job role:
Manufacturing

Education

Institute of Business Administration

July 2011

July 2011

Master's degree, MBA

Pakistan

GPA (point): 3.4 out of 4

GPA (point): 3.4 out of 4

Majors: Marketing Courses: Brands, Sales, CB, Business Strategy, Supply Chain, Industrial, Adv. Business Research

Skills

Buying
Expert
Buying
Expert
Merchandising Planning
Expert
Merchandising Planning
Expert
Category Management
Expert
Category Management
Expert
Marketing
Expert
Marketing
Expert
Business Analysis
Expert
Business Analysis
Expert
MARKETING
Expert
MARKETING
Expert
E-COMMERCE
Expert
E-COMMERCE
Expert
MERCHANDISING
Expert
MERCHANDISING
Expert
NEGOTIATION
Expert
NEGOTIATION
Expert
SALES
Expert
SALES
Expert
STRATEGIC
Expert
STRATEGIC
Expert
BUSINESS DEVELOPMENT
Expert
BUSINESS DEVELOPMENT
Expert
COUNTER TERRORIST CHECK
Expert
COUNTER TERRORIST CHECK
Expert
CUSTOMER RELATIONS
Expert
CUSTOMER RELATIONS
Expert
DATA ANALYSIS
Expert
DATA ANALYSIS
Expert
market research
Intermediate
market research
Intermediate
purchasing
Intermediate
purchasing
Intermediate
marketing strategy
Intermediate
marketing strategy
Intermediate
operations management
Intermediate
operations management
Intermediate
supply chain management
Intermediate
supply chain management
Intermediate
purchasing management
Intermediate
purchasing management
Intermediate
purchasing negotiations
Intermediate
purchasing negotiations
Intermediate
Marketing
Expert
Marketing
Expert
Team Management
Expert
Team Management
Expert
Business Analysis
Expert
Business Analysis
Expert
Key Account Development
Expert
Key Account Development
Expert
Business Development
Expert
Business Development
Expert