Founding Member - Growth & Marketing

• Feb 2022 - Present

General Manager - Commercials

• Feb 2021 - Feb 2022

Lead Commercials & Supply for Dastgyr's Major GMV contributing city including setting up a high performance Commercials team, Developing Category Management frameworks that we're replicated across the organization and negotiating best in industry supply contracts𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥𝐬• Delivered GMV Growth of 400% in 2021• Developed Organization's Category Manager Framework• Developed 5 new Categories from scratch and grew them by 20% WoW• Crossed 6 Digit Monthly GMV Milestone for 4 different Categories• Built a High Performance Commercials Team• Built scalable process for Commercials, Finance and Supply to manage GMV, Payables, Supply & Procurement that evolved with company's hyper growth𝐒𝐮𝐩𝐩𝐥𝐲• Increased number of suppliers from 2 to 135+, including negotiating Best in Industry Contracts with Coca Cola, Pepsi & Nestle to increase margins by 5x and Improve Working Capital efficiency by 73%• Increased assortment from 200 to 1500+ unique SKUs• Optimized order fulfillment from 70% to an average 95+% on a Daily Fulfillment Marketplace Model• Reduced daily procurement times by 8 hours by Optimizing Ordering Cycle

Product Marketing Manager

• Jul 2020 - Feb 2021

𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆• Delivered FY 2020 results at 130% above budget with a Portfolio Growth of 44% for 11 Brands• Established Dectron as market leader by launching industry disrupting new product promotion, resulting in Highest Ever Brand Sale and Year To Date Net Sales Growth of 242% and Unit Growth of 156% • Used linear regression models to improve Overall Portfolio Margins by 20%𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁• Managed 200+ on ground brand activation's & product demonstrations across Pakistan under a calendar year to generate 100,000+ new leads• Initiated a new project to identify and measure the impact of on ground brand activation (brand recall, awareness, TOMA etc.) and ROI using tools from various Brand Equity Measurement Models & SFE dashboard𝗠𝗮𝗿𝗸𝗲𝘁 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵• Conducted monthly field visits to research market landscape, identify industry trends and monitor competitors action• Developed new dashboards on Power BI to monitor portfolio performance and generate insights on a daily, weekly and monthly basis against KPIs

Graduate Recruit - Marketing

• Jul 2019 - Jul 2020

Teaching Assistant - Strategic Business Management (400)

• Jan 2019 - May 2019

Teaching Assistant - Brand Management (392)

• Sep 2018 - Dec 2018

Project Marketing Intern

• Jul 2018 - Sep 2018

• Project Lead for Nestlé Docello’s new product line of ready to eat desserts• Analyzed and segmented the market and designed Go-To-Market strategy for Nestlé Docello• Coordinated with creative agency to conduct Brand Activation at 3 key locations to create Brand Awareness and get Consumer Feedback from 300+ individuals• Carried out market surveys and using data collected from 300+ individuals, introduced a new Cost Effective & High Margin variant of the product to target Untapped Segment of Caterers and Buffets• Successfully closed 7 new key accounts in 1.5 months, sold 20,000+ units and grew sales of Nestlé Docello’s range by an estimated PKR 5-7 million

Associate

• Jun 2017 - Aug 2017

• Horizontal & Vertical Variance Analysis with reasoning of Trade Debt, Other Income, Finance Costs and Advance Salary worth PKR 200+ million for a Pharmaceutical Client• Corrected error overstating Debt Outstanding by PKR 2 million • Horizontal & Vertical Variance Analysis with reasoning of Trade Debt, Other Income, Finance Costs and Advance Salary worth PKR 200+ million for a Pharmaceutical Client• Corrected error overstating Debt Outstanding by PKR 2 million