Managing the PAKOLA Waters business in South zone with all Four SKU's specially newly launch 19 liter water.
Managing Sales team of 29 order bookers , 29 delivery man & 06 ADO along with KPO, accounts & Finance team
Delivered 40% of volumetric growth against the projected target of 15% in the last year 2019.
Winner up across Pakistan on Nationwide Numeric productivity and sales volume of a new launch PAKOLA 19 liter Water.
Acting as a single point of control for all South Zone Business aspects, i.e. Sales, Direct Distribution, Customer Services, MIS, HR and Finance.
Maintenance of high quality of service standards for all customers i.e Commercial, Key Accounts, Retail channel etc
Achievement of targets (Volume, Real Internal Growth, Total Trade Spent, Market Returns, Drop Size and Pricing).
Ensure a continuous improvement in delivering services, while optimizing costs through Distribution Management and Customer services.
Development of KPIs and goals to ensure the attainment of sustainable business growth & profitability.

• Performing monthly sales forecast and competitive market analysis to determine performance level of the company, distributor and the dealer in its specific territory. Assess sale & market trends, proactively develop action plans and execute to ascertain competitive edge.
• Assuring proper utilization of company’s investments and adherence to company’s policies. Present proposals for further investments in different modes of business after preparing feasibility studies by analyzing expected business growth, POPs and ROIs of the projects.
• Provide strategic direction and management to above 100 dealers & distributors in order to achieve common objectives of growth and profitability.
• Recommending, executing and monitoring of BTL activities
• As Regional Manager Karachi having an average business size of PKR 55 Million
• Coordinate and suggest the Marketing and Trade marketing team in formulating the sales operational plans and strategies.
• Responsible for the region’s sales KPIs (real internal growth, organic growth, portfolio mix and year on year growth)
• Development of team members and sales & distribution systems.
• Develop and implement annual sales plans in line with company's desired objectives.

• Worked as a Regional Sales Manager –South for the Company and headed location and led the sales force. Develop strong business relationship with distributors by continuously monitoring their P&L; ensuring that distributors remain profitable and at the same time makes sure that distributors and their teams work within guidelines and principles
• Lead the regional sales operations network and the field sales team to deliver agreed objectives. .
• Active participation in commercial planning process, initiating and implementing field sales strategy.
• Implement channel category & customers plans.
• Ensure achievement of agreed targets/KPI for the region
• Update & measure performances of the Field Sales Organization Structure within the Region against defined KPI's.
• Ensure development of careers, succession plans, development and coaching of direct reports

o Leading Customer / Trade Marketing & Channel development function
o Give recommendation to marketing & sales on competitive response & their activities
o Propose strategies based on shopper insight channel wise
o Channels Analysis, Trade Promos & Visibility Solutions
o People development
o Propose/Manage trade promotion plan brand wise / channel wise
o Recommendation of right POP strategies / drivers channel wise
o Builds & maintains productive customer relationship
o Segment/Channel based study initiatives based on Channel behaviors & Shopper insights
o RTM Strategy formulation for General Trade, Modern Trade, Wholesale & Rural areas
o Leading ‘Retail/Trade Automation’ starting right from distributor to trade outlet
o Provide strategic inputs to sales & marketing in all planning process
o Assess customer strategies & performance & competitor’s trend & behavior to identify opportunities
o Attracts & selects the right third party

• Responsible for being a key point of contact for Sales execution, distribution management and operations within the geographic scope of my area delivering above optimal organic, volumetric and real internal growth.
• Responsible for the execution of the brand initiatives, channel category plans as per the channel and category prioritization.
• To make annual ICP and its successful execution.
• Coach, motivate and develop distributors’ and Nestlé’s direct sales force.
• Forecasting sales on area level and monitoring achievement.
• Demand generation of Nestle brands through in store excellence based on AVA model (Availability, Visibility and Accessibility).
• Managing Retailing targets with maximum productivity achievement.
• Designing of optimized RTM with maximum efficiency.
• Maintaining a good OG, VG and RIG on yearly basis.
• Planning and executing Distribution & Channel Management strategies
• Planning Trade Promotion activities and ensuring effective utilization of Trade Budgets
• Managing Whole sale and Large Grocery channel through effective target locking

• Ensure monthly achievement of sales (value and volume) targets for local key accounts (Rs. 200 million) with respect to category, brand and SKU
• Manage day to day negotiations with the customers on bulk deals, displays and promotions
• Define and execute strategies and plans for the customer (s) in line with business requirements at zone level.
• Timely execution of distributor/customer/shopper promotions and activations.
• Obtaining in store space allocation at best possible rate, as part of trade activities implementation.
• Maximize accessibility, visibility and availability of all Nestle’ products across the channel
• Collaborate with field sales, channel development and supply chain to drive customer related initiatives.
• Ensure continuous improvement using the NCE (Nestle Continuous Excellence) methodology
• Coach, motivate and develop distributors’ and Nestle direct sales force

• Heading on ground Execution of a total Trade and Channel marketing plans for Karachi west region.
• Developed and executed programs across all segments of trade design to improve availability, route and call productivity, drop sizes and improve visibility within trade
• Drive excellence at In-store executions and execute picture of success through a team of 30+ Field Marketing Specialists
• Providing trade and operational support to Sales function
• Part of leadership team of Khi west to establish market leadership position in Dairy, Culinary, Confectionary, Hot /Cold beverages & Baby Food business for Nestle Pakistan.
• Lead a team of 30 Contractual employees with 3 direct Reports also look after 4 vendors with 3000 company assets.
• Developed automation tool to standardize merchandising across channels, track productivity and effectiveness of merchandisers’ activities and monitoring product availability & asset integrity
• Support sales team for launch new Nestle brands in my region in the most effective manner
• Planning and execution of BTL activities, merchandising initiatives, chiller maintenance etc.
• Monitoring / allocation of TPOSM/PPOSM and evaluation of strategic placement of company assets.
• Support SPM / RSM in all sales promotion related initiatives and execution of sales promotion warehouse daily operations.
• Execution of In-store and fascia branding activities including OOH monitoring.
• Coordinate the placement and utilization of merchandising staff, KPI and execution itinerary setting and evaluation
• Ensure in-house and third party functional and soft skills training and coaching of merchandising team and supervisors.
• Training : Ensuring that Sales team is well trained and motivated in order that trade marketing and distribution representation is superior to the competition in respect of both core and added value services

• Support SPM / RSM on various trade activities and market visits also execution of SPWH daily operations.
• Responsible for regional reporting of all sales promotion related aspects along with Pre & Post Sales in Khi west region.
• Planning and execution of BTL activities, merchandising, chiller maintenance etc.
• To supervise and prepare reports for the following activities (Market intelligence, Market hygiene, Stock monitoring, Promotional Events, Fun Fairs, Bachat Bazar and Exhibitions.
• Development of regional cycle plans, TPOSM frequency and area wise merchandising routing.
• Areas / Distribution wise monitoring & allocation of POS material according to cycle plan.
• Responsible for weekly Market Intelligence reports for the region and sent direct to CCSD Manager Head office.
• Worked with Key Accounts managers to ensure excellence in-store activation and delivery of integrated Customer Business Plan and Customer Plan

• Responsible for being a key point of contact for Sales operation related aspects (e.g. Field Sales, Distributors) within the geographic scope of my area delivering above optimal OG, VG and RIG.
• Responsible for the execution of marketing and brand initiatives, channel category plans as per the channel and category prioritization.
• To supervise distribution and monitoring of order booker / deliveryman also maintained SKU wise warehouse norms.
• Coach, motivate and develop distributors ‘and Nestlé’s direct sales force
• RTM development, In-call execution, and frequency setting.
• Market Census, and territory mapping in my area.

In 1996, joined Nestle Pakistan Ltd as a Sales Supervisor. Same year, I actively participated in the launch of POLO, FOX’S & KIT KAT.

• I attended Nestlé’s sales and merchandising workshop. I was member of the team, that the same year Nestlé’s launched “SOOTHERS”& “TOFFO” in the year 1997.
• In 1998, I was made Sales & distribution In-charge of Confectionery category. As a Sales & distribution in-charge, I was responsible for stocks handling, planning the itinerary of sales force and monitoring the overall sales activities at my distribution and additional support to regional executive for key accounts (LMT) & whole sale markets bulk sales.
• Maintaining warehouse of imported chocolate & required temperature on daily basis.
• Dispatched all imported chocolate to all cities in Pakistan through cold storage van.
• Part of leadership team of Karachi region to establish market leadership position in POLO, SOOTHERS, TOFFO, FOX’S, KIT KAT, SMARTIES, LION BAR, NESTLE CRUNCH, NESQUICK CHOCOLATE etc business for Nestle Pakistan.
• Handling of all stocks of confectionary for Karachi region, coordinated with head office the dispatch of imported chocolates
• Promoting and successful launched every new product of confectionery business in Karachi market.

• I was a member of the team that launched the COMELLE condensed milk
• Lead a team of 10 Contractual employees for Promotion of the new product with demonstration and sale stalls
• Part of the team responsible for Trade Segmentation Project which will lead to brand deployment strategies
• Planning and execution availability & visibility through sales force also training & motivation of DSF
• Order booking, sale delivery, Ensuring successful launches of new product at all channels
• To look after the sale of skim milk powder (SMP) in Industrial market.
• Special sales force for selling Desi Ghee (Bulk pack) to direct consumer

• Distribution management, Sales delivery management
• Supporting the promotion of new product
• To support the marketing activities
• To look after the sale of loose milk in wholesale market