Lahore, Punjab, Pakistan
• Effectively managed implementation of marketing and promotional programs, distribution plans, field force development, consumer engagement and merchandising activities • Worked with area manager for sales planning and forecasting along with other adhoc analysis • Planned & executed distribution consolidation drive in Lahore area that includes \merger & acquisition of distribution setups. • National lead of “Store Assortment Optimization” for new category product that helped to maintain ideal stock levels on 35K outlets across Pakistan • Regional lead to enhance distribution footprint of new category product “Velo”
• Responsible for managing an annual Merchandising budget of around PKR 300 Million. • Was a key member of the team that developed and rolled out the Merchandising Strategy for South Asia Region. • Installed 100,000 units in 2015 as part of Project Centrennium. • Managed & executed changed over of 40K units nationally • Enhanced National SOV from 45% to 72 % & driving innovations at Retail landscape. • Developed the Dunhill Lounge for high visibility events such as PFDC 2013 and Ministry of Sound 2014. • Premium category uplifted with installation of Dunhill and B&H units at partner Key accounts. • Managing the Local and Global Vendors for creative Trade Marketing Solution. • Responsible for achieving yearly targets of SOV. • Managing internal & external stakeholders to achieve merchandising KPIs. • Liaison with Ogilvy and G2 international advertising agency for creative solution. • Responsible for Developing SOV Improvement Plans for weak areas nationally. • Also responsible for managing the National Merchandising Warehouse. • Responsible for market intelligence regarding the competition.
• Assist the Area Manager in achieving area targets. • Designing tailor made promotions for the Area. • Successfully managed 13 distributors in the Area. • Enhanced the market share from 41% to 51% and SOV from 33% to 51%. • Successfully managed launches of Capstan by Pall Mall and Dunhill. • Developing merchandising tools particularly for important accounts. • Tapping non- conventional channels such as the military canteens and cafeterias. • Capturing, analysing and reporting of off- take data at these accounts. • Drafting of customer and vendor contracts and agreements. • Evaluation and rationalization of accounts on basis of off- take, traffic and location. • Organizing training programs for Distributors and staff of these accounts.