Trade Category and Shopper Marketing Manager
Unilever - Pakistan
Total years of experience :20 years, 11 Months
Responsible for Trade Category Strategy, P&L of Business including demand planning, promotional strategy, Shopper Marketing including Channels planning and Volume delivery of Business. My portfolio includes foods category.
lead International Customer Business for Unilever Pakistan including Cash and Carry and Hyper markets. Joint Buisness Planning, Customer Profitability, Catgeory Captaincy, Shopper Engagements and Promotional Efficacy are few of the resultant of Key Account Management, Effective negotiations, team handling and Strategic Partnership at Global level when Pakistan is the Leading FMCG Business among Hyperstar and Metro top profitable countries.
led Central Region for Ice cream Business of Unilever Pakistan as 1st Female RSM with business contribution of above 30%. Restratgized the seemingly saturated market with Regional reorg leading to POP expansion, channel depth and Point of sale consumption initiatives. led consecutive 2 years highest POP double digit growth during the tenure. Launched Magnum Cafe in Pakistan.
Responsible for BTL engagement and Direct Consumer and Shopper connects for Personal Care, Hair Care, Skin Care, Foods and Homecare Business for Unilever Pakistan at National level. Delivered best in class consumer connects with digital Solutions, revamp of Door to Door Selling Model, PR and Media engagements digital transformation, Launched Toni and Guy in Pakistan, conducted Mega events like Lux style Awards. Launched Shopper Soulmate program for Pakistan with resource retention and productivity scores inprovement by 30% in a year.
Responsible for the territorial expansion and development in terms of Vaule and brand building against competitors through the effective utilization of 4 Ps and marketing strategies. Launched 1st retail Ice cream Global store in pakistan. Key Accounts handling with Annual JBP, Events, promotional plans and Business KPIs.
