Wajid Sofi

• Developed and executed annual trade marketing plans aligned with brand and channel strategies, driving
consistent top-line and profit growth against company targets.
• Leveraged EPOS data (Lulu, Nesto, Carrefour) to track numeric distribution, identify trends, and capture
growth opportunities — grew Heinz Hot Sauce volume 8x by capitalising on a data-driven competitive gap
analysis.
• Managed end-to-end BTL/ATL activations including in-store displays, sampling campaigns (100
outlets/weekend), promotions, and digital content to maximise product visibility and shelf presence.
• Led monthly S&OP fine-tuning in coordination with sales and supply chain to prevent out-of-stock
situations and maintain optimal stock depth across all channels.
• Tracked and managed brand marketing budgets to maximise ROI; prepared balance-of-year P&L to monitor
top-line and bottom-line outcomes for the division.
• Produced comprehensive brand analysis reports covering sales achievement, budget utilisation, GP
movement, contribution analysis, and numeric distribution.
• Coordinated cross-functional NPD launches with 360° marketing strategy, managing timelines, agency
relationships, and in-market execution.
• Conducted regular competitive intelligence through market visits, proactively devising countermeasures to
competitor activations.
• Maintained alignment with Country Managers and Sales teams on brand portfolio strategy, activity
calendars, and budget allocations.
• Ensured timely debit notes, payment follow-up with business partners, and monthly S&OP optimisation to
avoid OOS situations.
• Recognised with two consecutive Exceptional Support Awards (2021 & 2022) by Enhance Group Oman for
outstanding contribution to division performance.

• Drive the analysis and provide meaningful insights to develop the business.
• Support the Sales Management in communication of the sales targets/business priorities to the sales team
in a timely and effective manner.
• Plan communicate and track in market activities in coordination with the internal and external stakeholders.
• Monthly forecasting with business partners.
• Analyze spends and communicate with the view to optimize ROI.
• Drive ecommerce business for the allocated brands.
• Evaluate and identify market trends by way of competitor tracking, pricing, promotion, opportunities and
communicate the observations to concerned managers.
• Analyze and provide recommendations/ action plan based on scan data reports.
• Maintain and update the core distribution guidelines by agency/outlet type.

• Assisted in developing and executing integrated marketing campaigns aligned with brand objectives and
target audiences.
• Led a 100-outlet weekend sampling initiative during the 2017 Qatar embargo, training promoters, hiring
activation agencies, and ensuring full kiosk deployment — successfully meeting company trial objectives
and positioning Dandy as the top brand.
• Conducted market research and trend analysis to identify growth opportunities; coordinated production of
promotional materials maintaining brand consistency.
• Managed social media accounts with content creation and performance tracking; reported campaign
analytics with optimisation recommendations. Awarded Best Marketing Execution 2017 by Dandy Company Limited Qatar.