Experience as Manager Expansion and Retail Marketing

• Employer

  Airlink Communication Pvt Ltd

• From

  01 December 2020

• To

  30 September 2022

• Detail

  • Retail Channel marketing including Omni Channel, Consumer Engagement, and Retail promotions Offline/Online
  • Product marketing, new product launch (Retail Channel and Online)
  • Activation Road map and Vendor Management /Follow Ups.
  • Trade promotions in accordance with principles like Mercantile (iPhone) Samsung and Xiaomi.
  • Consumer Financing and E-commerce.
  • Manage pre/post-marketing campaigns and events along with press conferences and PR activity.
  • Have Implemented retail operating standards nationwide and ensured that these are achieved consistently across all channels including branding, Product displays, planogram, merchandising, housekeeping standards, window and promotional displays.
  • Develop and implement a comprehensive retail marketing training plan of the store and floor staff.
  • Brand ambassadors/promoters are also to be hired and train accordingly.
  • Support the implementation of tactical plans (retail marketing) to ensure that the strategic marketing goals are aligned and met.
  • Retail expansion plan nationwide (Own Store and franchise store) CAPEX & OPEX Tier 1, Tier 2 &Tier 3 retail categorization along with product mix and margins.
  Key achievements
  • IPhone 12&13 Launched in Pakistan including Digital, Retail activations and Instore branding.
  • Commercially Launched Samsung Flagship Models Z Fold-3, Z Flip-3, and Ultra Samsung S22 & S21 in 2021 and 2022, Pre-Post digital, Activation, branding and trade up promotion on brick and motor.
  • Sponsorship Peshawar Zalmi in Cricket PSL 2021-2022, Star endorsement with Peshawar Zalmi Stars players Like Shuaib Malik and Kamran Akmal. Production, Shoot and content development for online engagement at Airlink Dolman Store Karachi.
  • Star Endorsement on Airlink store Xinhua Mall Lahore with famous boxer Mr. and Mrs. Amir Khan in Dec 2020 Production and post, Content to be made and engaged audience on Website, Instagram, LinkedIn, Twitter, Facebook and YouTube channel.
  • Complete project with “Meezan Bank” on (Meezan Souk) and” Bank Alfalah” (Alfa Mall) E-commerce Application) Consumer financing (end-to-end online digital consumer experience) through retail.
  • Bank of Punjab (BOP) Initial product paper developed and MOU signed off regarding consumer financing and e-commerce.
  • 11.11, Blessed Friday and Valentine’s day branding and promotion.
  • Manage the Team of promoters/Hiring/Training nationwide and reach out in retail. Activity Reporting and KPIs follow-ups.
  

Experience as Supervisor OTB and Budget Control

• Employer

  Bata Pakistan Ltd.

• From

  04 April 2000

• To

  03 June 2002

• Detail

  • Advance planning and production in liaison with all stakeholders
  • Sales planning and forecasting and calculating article-wise OTB. Week wise retail sales and wholesales targets and calculate opening stock and closing stock.
  • Stocks reductions and clearance article-wise suggest markdowns and markups.
  • New shoe line seasonal planning (retail and wholesale). Hold weekly freeze local production meetings in line with the sales and merchandising department. New shoe line review and feedback (retail wholesale). Align new production and repeat production of articles finalizes the production calendar with respective factories.
  • Take necessary actions for stock clearance and slow mover articles through seasonal markdowns, open houses and clearance sales.
  • Part of the supply chain as Coordinate with warehouse and logistics, design, a category in charge, production team, and sales department.
  

Experience as Area Manager Retail Sales

• Employer

  Bata Pakistan Ltd.

• From

  03 June 2002

• To

  30 April 2005

• Detail

  ▪ Heading the region which comprises 24 retail stores and 8 franchises in the Gujranwala region. Achieving daily sales targets individually on the retail stores and franchises. New business development in terms of opening a new retail store in the region. Implemented all marketing campaigns and discount campaigns on retail stores and franchises. Monitor& audit cash inventories and stock inventories. In-store/On-store branding, management of POS and merchandise. Weekly Sales Planning, Sales forecast, and anticipation. Reporting on sales targets, stock/cash inventories, new business development

Experience as Sr Brand Executive

• Employer

  Warid Telecom

• From

  02 May 2005

• To

  31 December 2006

• Detail

  • Launched the Zem prepaid brand with six different tariffs nationwide with 360 campaigns. TV commercial- Pre &Post Editing Offline/Online. 35mm Format
  • Media buying (print, Electronic, Radio, and cable TV) of 180 million Rupees.
  • Designing and distributing of Zem POS nationwide and ensuring brand visibility in franchises, business centers, and retail networks.
  • Launch Zem Prepaid “International calling nationwide” with the print medium in October 2006 and achieved record sales of scratch cards.
  • Pre and post-production of the national song on 23rd march, 2006 and successfully aired on all major satellite and terrestrial channels.
  • Recording of linking, station branding, and airing on all major satellite channels was successfully done on 14th august, 2006.
  

Experience as Assist Manager BTL Marketing

• Employer

  Warid Telecom

• From

  01 January 2007

• To

  31 December 2009

• Detail

  It was a nationwide role and I was Responsible for all planning, execution, and coordination with the regional sales team and segments team regarding below-the-line operations (BTL Marketing Operations) including Event management, Brand Activation, Retail branding, and Coordination with third-party vendors.

Experience as Regional Manager Trade Marketing and Merchandsing

• Employer

  Warid Telecom

• From

  01 January 2010

• To

  30 June 2016

• Detail

   The primary function is to liaison with Sales and distribution, retail operations, and local trade team, and build inter-departmental working synergies and harmony.
   Manage the trade/ merchandise team and business development offices (BDOs) in the region; make sure trade team/BDOs achieve their KPIs and targets for qualifying their salary and monthly incentive.
   Monthly Revenue, ARPU, Churn, Market share, Subscriber base, Retention, and Acquisition promotions channel drive on retail, college/ universities, and Urban/ Rural centers.
   New SIM selling, Mobile Number Portability (MNP) and recharge/top up, Franchise Reward programs/Retail motivational program.
  Campaigns/Product launches:
  • Trade marketing activities and Roadmap in the region, Market Intelligence, and Comparison Drive acquisition campaigns & Develop the Channel through Retailer engagements and Franchise reward plans.
  • Retail audit/Gaps, Data Analysis &Reporting to HO. Third-party Vendor Management.
  • Rollout network commercially (over 200 Cell sites) Retail and Franchise channel development,
  • Launch of Product Mobile Financial Services (MFS) (Warid paisa) soft and commercial on retail in the region.
  • Retail channel Onboarding and Training for MFS.
  • Successfully planned and executed the 4G LTE soft and commercial launch in the region.
  

Experience as Trade and Consumer Lead

• Employer

  Pepsi Cola Bottlers (RBL Private Ltd)

• From

  15 July 2016

• To

  15 March 2020

• Detail

   Plan trade and Consumer marketing initiatives and merchandising to provide support to all Sales ecosystems (Channels, Key accounts, Direct and Indirect Sales) in achieving the monthly targets in the fastest and most competitive Carbonated, Non-Carbonated, Water, and Juice categories.
   KPIs, Category/Channel/Pack/brand wise Sales, Numeric Distribution (ND), weighted Outlets analysis and comparisons on General trade, Modern trade, and International modern trade, Off Premises and On-Premises, and HoReCa.
   Trade Marketing budget approval and spending as per AOP (Annual Operational plan)
   Market Insights and data. (Questioner and Data collection)
   Chanel wise Promotion and discounts.
   KPIs Scoreboard and Tracker (Order booker motivation)
   Retail In-store execution& Branding
   Merchandising, shelf spacing, and Display- Planogram guidelines
   Cooler visibility report analysis through Neilson data analysis.
   Implementation of Perfect store program on general trade and their payouts.
   Monthly and fortnight category/channel-wise sales analysis and reporting
   Channel-wise analysis of chiller integrity and other important KPIs.
   Event management/ CSR/Sponsorships/Road Shows/Activations. PSL-Pakistan Super League, Lahore Eat, 7Foodies, Sting Activities.
  Campaigns/Product launches:
  • Merchandising project on local and international modern trade like Carrefour with 40 Merchandisers and a Project manager. KPIs like FIFO, OOS, SKU wise stocks availability, Category cross category activation, cooler management, and Planogram.
  ▪ Launch of New pack 1.25 Liter (Pepsi, 7Up, and Mountain dew)
  ▪ Launch of Pepsi Black in June 2019 on General trade, Local modern/ International modern trade
  ▪ Launch of Tropicana juice (Kino and Mango) first time in Pakistan in April 2019.
  ▪ Launch the most extensive campaign of the season in March 2018 “Pepsi Retro”
  ▪ Product Launch of 7UP mint in April- 2018 and Miranda Green cream in July 2018
  ▪ Launch of “Jee lay har pal” Campaign in Feb- March-2017 In store/ Cooler POSM, branding on LMT/IMT, on-ground brand activation through Karaoke on LMTs/IMTs.
  ▪ KFC and Pepsi Joint promotion executed in May 2017 on LMT stores.
  ▪ Successfully planned and executed the joint promotion Activation 7UP/Pepsi Shan Masala during Ramadan 2017 on LMTs, with 17% growth in the same stores and 44% growth on Volume against last year.