Yawar Shah Akhtar

‘Human Insights & Analytics’ Leader CEEMEA

• Lead Fractal analysts in advanced statistical analysis & solutions to navigate through Top 10 CEEMEA business challenges.
• Designed ‘Behavioral Economics’ methods to model marketing initiative results.
• Head Fractal Analysts team to provide on-going consultancy on basic day-to-day business challenges across CEEMEA markets.

‘First Stop Data Shop’ Solution Leader CEEMEA
• Conceptualize the ‘First Stop Data Shop’ solution for CEEMEA to form central Insights Library for all Data Report, Research Results, and Analyses.
• Advocate Short to Medium term solutions to improve CMK function’s productivity and reduce decision time.
• Build system to improve data reporting, extraction & visualization, simplifying and standardizing reporting formats.

‘Grow Strategy Development’ Leader Arabian Peninsula Arabian Peninsula

• Provide customer insights and analysis of market trends, product and marketing offer performance and price sensitivity.
• Initiate and manage creative and actionable analysis to identify new market opportunities
• Lead landscape assessment across potential categories P&G serves globally, for launch in Saudi, Pakistan & other ME countries
• Consulted Industry Mapping to Finance. It’s a competitive industry structure understanding to do competitive response planning.
• Explore new testing methodologies such as eye tracking, consumer segmentation & others to strengthen current testing tools.

Supplier Relationship & Research QA/QC Manager Arabian Peninsula

• Responsible for an annual primary and secondary research plan for products, leveraging the consumer panel and working in alignment with the Brand, Communications and Sales teams. Managing projects against an annual budget.
• Retail Audit: Supervise investment of more than USD 3 Million on Retail Audit subscription, which included tab on Data Quality, and management of vendor reporting.
• House-Hold Panel Reports: Supervise USD 1 Million investment on HHP reporting, and assure data quality consistency.
• Trial & Media Tracking SPoC (Single Point of Contact): Manage Penetration & Trial, Initiatives, Communication & Advertisement reports tracking.
• Qualitative Research: Administer agency services’ quality with respect to Research Administration, Recruitment, Moderation and Translation. It ensures agency is committed to supply of Top Quality Researches, bringing deep human insights to the business.

Trial & Penetration Capability Captain Arabian Peninsula & Pakistan

• Innovate Trial & Penetration capabilities for Central & Eastern Europe Middle East & Africa (CEEMEA)
• Conduct ‘Direct-To-Consumer (DTC)’ activities ROI testing to grow project scale, improve DTC process to increase ROI, and to prioritize highest ROI projects. DTC activities involve provision of product education and/or product experiences to consumers.

Organization ‘Resource & Capability’ Building Arabian Peninsula & Pakistan

• Recruitment: Build awareness & interest in Consumer & Market Insights to (i) Grow CMK as ‘Department of Choice’ at P&G recruitment, and (ii) Grow CMK talent pool for future hiring as Pakistan provides for 8% of CEEMEA CMK Talent.
• Market In-Touch - ‘Consumer Voice Arabia’: Launch a market in-touch activity inviting organization wide engagement to advocate consumer, shopper and customer’s desires and needs to create win-win for all the stake-holders.


Market Size Projections & Sales Planning Leader Arabian Peninsula & Pakistan

• Paint P&G Pakistan 2020 Vision presented to P&G’s Global Leadership Council. Developed Quarterly Pakistan MDO Business projections from 2012-2020, Growing Volume Sales 2.5X & Value Sales 3X. Proposition was adopted & is MDO target.
• Secure 20% value sales growth for ME Baby Care business in FY 11/12. Plans are set to double FY 10/11 value sales by FY 16/17.
• Formulate Mathematical model for ‘Supply Chain’ and ‘Sales’ teams to support short & long-term sales forecasts. The tool helps Demand & Supply planning, Sales Target setting and In-Trade Stock reporting process, strategically enabling profitability and market share growth.

• Play a leadership role in setting Marketing objectives and strategies to grow Pampers market shares. Identified the consumer needs to draw effective brand building strategies.
• Manage business intelligence creation to guide decisions around Innovation strategy: category & competitor response modeling.
• Lead custom researches to evaluate in-market effect related to advertising, pricing, consumer promotions and retailer support: development of research, questionnaire, findings and implications. Ensure local nuances are adequately captured.
• Leverage quantitative business insights through analysis of Retail Audit, House-Hold Panel, TGI, Equity Scan and several others. Where needed, use MMM (Market Mix Modeling) to lead analytical assessments of pricing and promotional strategies.
• Create Lower Trade (High Frequency Stores & Small/Medium Pharmacies) Retailer Understanding in Saudi - Knowledge served to formulate Go-To-Market plans of Lower Trade’s sales teams. The effort resulted in 45% business growth in this retail channel.
• Guide Granular store level work - Identified key stores for faster Go-To-Market & Deployed to sales teams across Saudi for Share Growth, via Improved In-Store DPSM fundamentals in Modern Trade stores, representing 75% of P&G business in Saudi MT.
• Evaluate Sales team’s distribution performance & distribution extension opportunities in Pakistan, and track monthly progress towards the targeted Distribution growth.
• Evaluate Pampers Brand Health Analysis to assess Brand’s marketing performance & increase Pampers’ Branding investment ROI.
• Structure & Conduct ‘Habits & Practices’ Study for Pakistan. Deployed meta-analysis on this quantitative study to tap into insights from mothers to (i) strategize Pampers advertisement campaign, (ii) Plan Pampers sponsored Parenting Colleges, and (iii) grow diapers market benefitting Pampers consumption.
• Establish ‘Global Best Practices’ for reapplication of ‘Multi-Brand Commercial Innovation (MBCI)’ initaitives, via. ‘Parhay Ga Pakistan, Barhay Ga Pakistan’ campaign in HFS (High Frequency Stores) channel. Resulting intervention delivered sales exceeding 20% vs. target set for the campaign in Pakistan.

• Market Assessment: Impact of Economic Recession on FMCG Categories in AP (Saudi Arabia, UAE and other GCC Countries)
• Market In-Touch Pakistan: Impact of Political & Economic - Develop holistic understanding of Consumer, Shopper & Retailers via qualitative researches on changing habits & practices driven by economic & political instability.
• Execute Business Health Assessment across Laundry, Fabric Softeners, Hand Dish Wash, Baby Care, Feminine Protection, Shampoos, Conditioners, Hair Colorants, Facial Moisturizers, and Blades & Razors categories in Saudi & UAE. Recommendations focused on business Strengths, Weaknesses, Opportunities and Threats to deliver 13% annual business growth in FY0910 for AP.
• Conduct Business Health Assessment across Laundry, Baby Care, Feminine Protection, Shampoos, and Soaps categories in Pakistan. Recommendations based on business SWOT helped corporate value share grow by +14% vs. YA and Sales growth of 11% in FY0910.