Experienced Director Marketing, Sales, Trade marketing professional, FMCG

Regional Marketing Manager Savola FOODS, managing a business of 200 US Mio $.

-16 Years of proven record of accomplishment in marketing, business & P&L management in blue chip multinationals i.e. Nestle, Reckitt Benckiser & SAVOLA FOOD’s, world largest edible oil company. US$7 Billion.

-12 Years extensive experience in Arabia region. ( KSA, UAE, KWT, QTR, BAH, OMN, YMN, EGP, Pak, SWT)

-14 years of rich experience in Food and beverage industry (B2C and B2B) in 17 different categories i.e. dairies, yogurts, drinking yogurts, milks, chocolates, juices, tea whiteners, artificial sweetener, sugar, different kinds of cooking oils, blends of oils, Palm oil, spices , Sugar, Ketchup, mayonnaise, fragrances.

-Extensive experience in developing and launching brands and SKUS, both for B2B and B2C.

-MBA in marketing from LUMS, Year 2002, one of the Top business school in South East Asia. Digital and E marketing short courses, from E -Consultancy UK.



Last Resume Update December 22, 2018
Address dubai, United Arab Emirates
E-mail Locked
Phone Number Locked


SAvola foods
Regional Marketing Manager, Arabia
Mar 2011 - Current

Develop and implementation of yearly business plan and strategies, for the entire Arabia region, by countries.

Planning, coordination and execution of quarterly and annual marketing and trade marketing activities.

Deliver on KPI, of business, I.e., Management of Marketing Budget US $ 20 Mio, P&L, TOM, and Brand Loyalist.

Annual media planning, customized consumer promotions, joint promotions, ( KNOR, Maggi, Twining’s )

Improved profitability, by 100 %, in last five years, by developing and launching 12 new brands AFIA Sunflower with chamomile extracts, & others.

In spite aggressive price increases, sustained volumes & mkt share by launching and developing SUNVITA blend.

Expanded product portfolio of oil category through new concept development, product innovation, new packaging, new communication for ARABS AND ASIANS

5 years business planning for multiple SAVOLA brands.

Extensive experience in consumer researches, (U & A, link tests, brand health trackers etc.) to get key consumer insights for integrated marketing communication.( MILWARD BROWN, TNS, AC Neilson )

FOR B2B, launched 10 ltr skus, developed cost effective outsourcing options for Blends and Palm. Tailor-made solutions for Al Baik.

Effectively manage key communication partners, media agencies, ( OMD , Star Com) Advertising agencies,( DDB, Leo burnet, ) packaging agencies ( CBA ) , distributors, research agencies.

First ever, Loyalty Plan, WIP, in Arabia region, coupled with E- Marketing Solutions in collaboration with world largest loyalty companies, ICLP, and loyalty partners with Homes center, E max ( WIP )

Developed ecommerce platform, for SAVOLA FOODs. Listing on souq.com.

Developed PR campaigns. Purity drive, to prevent decline of pure oils.

Development of Communications -NEW Thematic ( 12 ) and tactical campaigns ( 15 ) for Brands, AFIA Sunflower oil, AFIA Corn, OLITE, SUNVITA.

DIGITAL MARKETING Promotions, AFIA HOUSE of TALENT, and face book development of Brand AFIA.

Launched SAVOLA Portfolio and established business in Pakistan.

Jan 2007 - Feb 2011

Improved & developed strategy, MBS, for edible oil division, and deliver profitability targets.

Developed Brand essence of Afia Sunflower oil, AFIA Corn oil.

Development of marketing thematic campaign (TVC commercials), print and purity drive ad for AFIA SFO.

Introduced new cost effective consumer promotions, cross brand promotion in modern trade.

Developed P&L for key accounts and improved return on trade spend.

Innovation and renovation strategy for edible oil business, by extensive consumer researches, and insights.

Gained market share, profitability, of business effectively managing promotions, & budgets for KA, WS, DT.

Brand Manager
Sep 2004 - Dec 2006

Improved and developed strategy for Yogurt category while achieving volume growth of 30 % vs. last year.

Nestle Pakistan became the first business unit in chilled dairy business, in Nestle globe to become profitable.

Expanded product portfolio of Yogurt category through introduction of
 NIDO Yogurt for children well being
 Nestle NESVITA High Calcium Low Fat Yogurt for adult well-being
 Nestle Raita in Food Services for meal component segment
 Nestle Podina Raita for meal component segment

Developed Nido Drinking yougurt

Launched BAB Calcilock, in dairy milk category.

Developed Mint Raita, for B2b, in bigger SKU.

Development of various marketing campaigns (Thematic & Outdoor) for all Yogurt products within the category.

Management of the long-term strategic direction for the overall chilled dairy category in Pakistan.

Comprehensive research on market size estimation of yogurt and its usages in Pakistan and initiated consumer tracker for Yogurt.

Development of MBS (Market and Business Strategy) for chilled dairy business in collaboration with SBU (Strategic Business Unit)- Nestle HO in Switzerland.

Innovation and renovation strategy for Pakistan Chilled Dairy Business.

Actively involved in launching of Nestle Juices, Everyday tea whitener, NIDO 1 + 3 + range, and Kit Kat.

Reckitt Benckiser
Regional sales manager
Feb 2002 - Aug 2004

Re launched Dettol soap and HARPIC, and launched AIRWICK Fragrances.

Initiated first consolidation of distribution network started in Pakistan.

Key achievement was increasing sales in value terms by 67 %,

Initiated the consolidation of distribution network in Lahore.

Formulated a new coverage plan for HPOs, key accounts and modern trade.

Developed new and improved techniques of forecasting, and increases wholesale and retail coverage.

Improved the ROIs of distributors by introducing concept of return on investment.

Improves sales by 50%, awarded Best Sales Manager for the year.


Jan 2000 - Feb 2002

Majors in Marketing and sales

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