Managing merchandising and trade marketing of Ajmi, Tasty Foods, Happy brands
Develop and implement trade marketing strategies that drive sales and growth
Work with retailers to secure shelf space, develop merchandising plans, and create promotional materials
Dealing with supermarkets like Nesto, Lulu, and Waitrose etc
Managing 20+ Merchandisers and 15+ Promoter team in UAE

·         Heading team of 80+ Merchandisers, 8 Store Captains, 6 Supervisors, and BAs and supervising 586 retail stores across region
·         Opportunely set afloat merchandising automation and visibility revamp projects 
·         Successfully rolled out NFL’s Perfect Store program in Gujranwala & Lahore region
·         Achieved 31% YTD growth of Perfect Stores sales and 98% compliance in H2 on all visits
·         Successfully launched snack category (Scene On) in top contributing cities of Lahore region
·         Ensure availability, visibility and accessibility of NFL products as per channel assortment 
·         Successfully managed trade launches of NPDs like Salt, Rozana recipe and pickle pet jar campaign

Oversee trade marketing activities and campaigns within the Region and tactics used to drive revenue of National’s brands within the retail channel and support sales team. And ensure the visibility, availability, stock management of products in retail stores.

 Key Roles & Achievements

• To Ensure the Trade Marketing Plan execution and facilitate interaction with field team.
• Tracking of Regional Trade marketing activities details including Visibility Drives.
• Merchandiser’s team handling, along with their daily operations management.
• Competitive Analysis (Market Intelligence)
• Responsible for ensuring visibility of Kitchen & Food division which includes 9 Categories
• Planning and execution of POSM on 9 categories across North Zone
• Provide technical training with respect to Technology, Ongoing merchandising etc. to the team and ensure they are properly equipped.
• Managing Display drive budget and executions to achieve defined business objectives on Top Contributing Outlets
 Projects:
i. Successfully rolled out Trade Launch of Mayo and Recipe Campaigns.
ii. Permanent Merchandising Automation.
iii. Market Insight and Display Drive Automation.

• Lead retail & MT channel’s trade marketing strategy development to accomplish defined business objectives throughout product categories
• Conduct retail audits through market intelligence and prepare market intelligence reports as to understand competition activities, based on that we plan and design activities as to achieve competitive edge in the market.
• Implemented Channel/Brand wise strategies to foster visibility within stores
• Successful implemented Hilal Foods Merchandising Automation project by liaising with Merchandisers, Supervisors, 3P, and Sales Team
• Managing and driving team of almost 60+ Merchandiser through assigning their route plans, focus areas, and on time activity support
• Revamped Gondola deployment strategy to enhance focus on category management
• Nationally third party handling and management for activation and merchandising
• Planning & budgeting, production and implementation of all in store activities, including point of sales materials and promotions
• Collaborates with Brand/Product managers and marketing team to build sales promotions and communication and ensure smooth execution of Trade Drives and Consumer Promotions
• Ensuring efficient spending of central budget and supervises the trade marketing spending in the subsidiaries

• Being part of Pioneer team of newly established Marco polo (Trade Marketing) department of Abbott, established department from scratch (Performed Shop Conesus to strategic planning)
• Developing Territory/Outlet wise Business Plan & roll out strategies to achieve sales target
• Developing & Managing Key Accounts (Chain Pharmacies, LMTs, big Retail Pharmacies & Institutions) and responsible for Consumer products of Abbott
• Ensuring that Abbott’s brands are effectively available in store (right range, available stock), visible when applicable (space management and display, in store communication, promotion), and actively recommended (counter team skills development, motivation)
• Regional store handling through coordinator for TPOSM, POSM and giveaways management and distribution at retail levels.
• Successfully completed availability and visibility drive project NPDs i.e. launched Rapid (Aerosol), Cofloz (Lozenges), Melagen etc
• To check & balance on the Stock availability, stock visibility and POSM (Point of Sales material) deployment in the market
• Organized and managed events for Retail customers to foster loyalty

• Accounts Management & Development.
• Day to day interaction with customers as per defined service standards.
• Sales Forecasting, Strategic Commercial Planning & Operational Planning.
• Category Management and Trade Marketing Executions
• Ensuring availability and visibility of Nestle products in the customers.
• Achieving monthly sales target of HORECA, HELT & Work consumers.
• Managing distributor & their sales force.

* Leading the picture of success in Retail & driving perfect store agenda at cross-category level
* Track the implementation and maintenance of Primary and Secondary visibility
* Conducting market visits to assess Perfect Store execution and competitor activities and provide feedback/guidance
*Continuous improvement of the perfect store agenda & performance with Sales, Category & Finance
* Manage all Trade Marketing and Visibility enhancement activities in the region that provide effective support to Sales Team towards the attainment of monthly targets.
*Plan and manage Regional TM budget's effective utilization
* Execution of merchandising plan- Segment based merchandising- Training and Development of Merchandisers to ensure a high degree of visibility. KPIs setting and monitoring mechanism for the merchandisers, PJP formation, DVR tracking, Salary processing and monthly evaluation of the merchandisers.
* Arrangement of budgets/POS and other support material for the smooth execution of the sales promotion activities, sign-off of all the agreed sales promotion plans with HQ
* Permanent on store/in-store branding and BTL Drives as in shop fascia’s/available here signs/ Glass Branding OWV /counter vinyl branding. Out of home visibility through wall branding and identification/development of low cost and quality branding opportunities.