Feb 2026 – Present · 3 mos

• Leading end-to-end sales strategy and execution for the assigned geography, driving topline growth, market share, and profitability across channels.
• Driving geography P&L delivery through strong fundamentals and in-market execution excellence.
• Building and developing high-performing sales leadership teams, fostering a strong performance, capability, and ownership culture.
• Partnering closely with Category, Trade Marketing,Excellence, and Finance to ensure seamless GTM execution and availability.
• Driving distributor performance through capability building, governance, and optimized route-to-market models.
• Translating national strategy into local market execution plans, tailored to channel and customer dynamics.
• Strengthening customer partnerships and ensuring excellence in coverage, visibility, and promotion execution.
• Leading transformation initiatives focused on productivity, simplification, and sustainable growth.

Mar 2023 – Feb 2026 · 2 yrs 11 mos

• Led category strategy, demand planning, P&L & cross-functional execution for for Home care business (PKR 45B annual turnover).
• Developed strategic NRM actions; design for geo and customer, channel category growth plans, conducted market research, and identified growth opportunities to enhance category performance.
• Managed product assortment, pricing, and promotions aligned with evolving market trends and consumer insights.
• Led demand planning and S&OP alignment by developing and defending forecasts based on sales trends and customer & channel level insights; worked closely with commercial and planning teams to finalise forecasts, translated them into geographic and account-level targets, and ensured timely production and delivery while maintaining optimal inventory levels and minimizing stockouts.
• Analyzed internal KPIs and external market insights to develop geo- and account-specific plans; collaborated cross-functionally to drive data-informed decisions and optimize commercial performance.

Sep 2021 – Feb 2023 · 1 yr 5 mos

• Led as Geography Excellence Manager for 2 regions (ISB & PESH), managing their end to end operations and KPI's having Annual Turnover of more than 28 billion rupees.
• Supervised team of 28 Territory Managers, 10 Area Managers in inner core and 400+ Sales reps in outer core based at a spread of 90+ Distributors along with coordination at 3 Supply Chain depots for primary sales till last mile delivery.
• Delivered significant value growth of 30% along with green KPIs through effective primary sales & logistic support.
• Jointly led with Geography Sales Manager, sales objectives, fuel for growth & while arranging the right support from customer marketing & excellence teams to achieve these plans.

Oct 2017 – Sep 2021 · 3 yrs 11 mos

• Led General Trade business with a team of 11 Distributors, 3 Territory Managers, 80 sales reps in my area (Jhelum, Punjab) with annual turnover of PKR 2 billion with revenue growth of 11%.
• Delivered sustainable business growth, primary secondary volumes, numeric increase of 500 retail outlets & along with profitable growth in channels.

Sep 2015 – Oct 2017 · 2 yrs 1 mo

• Planned & implemented activation strategy; its end-to-end execution, roll out and on-ground monitoring, events capturing ensuring brands presence on-store and instore along with supervision of 4 Regional Visibility Managers.
• Responsible for planning & execution of budgets PKR 500 million allocation to regions and at national level, supervising all events, sponsorships, activations and at trade level.
• Development of agency briefs and 3rd parties as per task and ensuring timely implementation of the same.
• Led Week of Joys campaigns with 1st Branded Train of Country, and branding of 25 travel buses across the cities.
• Supervising BTL plans executions at national level along with budgets utilization.

Mar 2012 – Aug 2015 · 3 yrs 5 mos

• Leading and implementing regional sales and distribution strategies, including:
• Negotiation with 2 distributors & 16 DSRs regarding enhancing service levels, by increasing redistribution capabilities
• and adequate human resource, for optimum growth achievement through annual business plan meetings
• and regular follow-ups.
• Ensuring adequate stock mix through monthly ‘rolling estimates and liaison with primary distribution.
• Achieving secondary sale targets of channels and brands. Annual PKR 520 million.