Description
SAAD FEROZ
Phone: 021-35844516
Cell # : 0092-300-2151234
0092-346-8207361
Email: sferoz86@gmail.com
0092-346-8207361
Phase VI email : sferoz86@gmail.com
DHA 75500
Home Address:
82/1,
26th Street,
Phase VI
DHA 75500
Karachi
Pakistan
Date of Birth: July 3, 1986
Field(s) of Interest: Marketing, Brand Management, Category Management, trade marketing, business management, new business development, exports/commercial.
Work Experience:
Business Manager – Indus Pharma (Pvt) Ltd Jun 2017 to date
Indus Sports Nutrition Division
Ø Responsible for Sales and Marketing Operations of Indus Sports Nutrition Division.
Ø Responsible for commercial business development within consumer goods categories
Ø Driving export market development for developing markets across Asia Pacific and MENA region
Ø Managing business partner KPI’s
Business Manager – IBL Group Oct 2016 to Mar 2017
Chocolates and High Potential Categories
Mars, Wrigley, Lindt, Ovaltine and Twining’s
Category Manager Confectionery & Personal Care
Mars, Wrigley & Lindt, Johnson & Johnson – IBL Group Jan 2015 to Sep. 2016
Ø Looked after portfolio of Mars and Lindt chocolates and Wrigley’s Gum.
Ø Responsible for all marketing planning, budgeting and executions for category
Ø Budgeting and managing brand P&L’s.
Ø Identify and align growth opportunities with global brand strategies
Ø Working in close co-ordination with Wrigley’s, Mars and Lindt UAE team to develop respective categories in Pakistan and business planning and reporting on periodic basis.
Ø Implemented Mars GCC marketing stewardship principles in Pakistan and implementation across channels.
Ø Re-launch of M&M’s, and Skittles in Pakistan with focus on instore platforms.
Ø Introduction and launch of low cash outlay SKU’s to the domestic imported chocolates segment
Ø Revamp of commercial strategy and portfolio rationalization to improve business profitability.
Ø Planning and execution of key accounts partnership program to gain share in respective categories.
Ø Johnson & Johnson – Category Manager – baby and face care
o Responsible for all marketing and trade marketing activities for Johnson & Johnson business unit at IBL group
o Launched the Johnson’s baby “So Much More” 360 degree campaign in Pakistan
o Implement extensive instore guidelines and visibility drives across trade channels
o Plan, execute and monitor all BME expenditure and relevant ROI’s for Pakistan market
o Devise and monitor STT and NTS forecasts and ensure achievement through on ground executions
o Report to the country manager based in UAE for monthly progress, milestones and special projects
o Act as bridge between the on ground sales team in Pakistan and the brand and commercial teams based in UAE
o Align local activity calendar with regional plans and ensure timely executions
o Gained highest growth in portfolio star products through effective consumer promotions in 2015-16
o Optimization of CSW discounts through consumer promotions and counter parallel stock prices
o Implement matrix for handling investment per key account vs. return for the first time on Pakistan
o Implement channel wise monitoring system for CSW and BME spent to systematically divert spent from wholesale to key accounts and general trade.
Ø Special Assignments
o Ovaltine and Twining’s
§ Responsible for developing and introducing the business of AB foods UK Ovaltine and Twining’s and Kraft foods from IBL group platform.
§ Worked in close coordination with AB foods UK team for market development for Ovaltine and Twining’s in Pakistan.
Brand Manager Chocolates
Mars, Wrigley’s & Lindt – IBL Group May 2014 – Dec 2014
Ø Responsible for managing high power global brands in confectionery segment including the MARS business portfolio (Mars, Snickers, Bounty, Twix, Galaxy) and Wrigley’s’ gum.
o Delivered 40% growth on overall chocolates portfolio within 6 months.
o Delivered ever highest sales number with best in class in store executions.
o Revamped instore product placements and brand planograms for portfolio.
o Build in store presence and maintain brand visibility across channels.
o Planning and execution of portfolio strategy and geographic expansion
o Manage supply chain and inventory for seem less operations.
o Worked in close coordination with Mars GCC team to implement global best practices in Pakistan
Brand Manager
Hilal Foods (Pvt) Ltd. Oct 2013 to Apr 2014
Ø Responsible for managing the portfolio of high potential and growth segment brands including Sunsip powdered beverages (Sunsip Limopani & Sunsip Thanda Orange), Fresh Up Chewing Gum, Chocolates (Choco 4) & Wafers ( shortcut, bar bar, rollers), delivering 22% growth on my portfolio in 8 months’ time.
Ø Planning and development of Fresh Up 2014 TVC campaign as part of overall brand repositioning.
Assistant Brand Manager
Hilal Foods (Pvt) Ltd. Feb 2013 to Sep 2013
Ø Responsible for managing the portfolio of high potential and growth segment brands including Sunsip powdered beverages (Sunsip Limopani & Sunsip Thanda Orange), Chocolates (Choco 4) & Wafers ( shortcut, bar bar, rollers)
Ø Planning and execution of Sunsip ATL campaign 2013 with integrated communication strategy, on ground executions and out of home mediums
Ø Repositioning of SunSip brand and established Thanda Orange as an extension of the SunSip umbrella brand leveraging synergies from Limo Pani.
Ø Launch of new product categories within chocolates and revamp/rationalization of SKU’s.
Ø Developing brand architecture and key variables.
Ø Monitoring sales, distribution, pricing and implementing marketing enhances to augment secondary sales i.e. Trade offers, schemes, dealer loader programs, display drives etc.
Ø Actively involved in planning and execution of trade marketing initiatives.
Ø Conduct post campaign evaluation and analysis
Ø Conduct market research through 3rd party agencies (CLT’s, AC Nielsen data, U&A surveys)
Ø Conducting market visits throughout Pakistan to gain understanding of market dynamics, identify positioning gaps and opportunities for activations.
Ø To actively liaison with internal stake holders on brand strategy and way forward including R&D, commercial, creative and sales team.
Ø To actively liaison with external stake holders including advertising agencies, BTL agencies, vendors and initiate and follow up on all brand briefs respectively.
Assistant Brand Manager
Habib Oil Mills (Pvt) Ltd. Nov 2011 to Jan 2013
Ø Responsible for mid tier & Mega oil and ghee category and looking after brands Handi & Nayab (midtier), Habib Cooking Oil, Habib Banaspati and Super Habib (Mega/premium segment) with direct reporting to marketing manager.
Ø Actively involved in the launch of new product categories.
Ø Analyzing market trends and competitive review on basis of Nielson retail audit data and cross referencing with primary sales data.
Ø Managing brand P&L within specified objectives.
Ø Articulate brand persona, positioning and benefits within all marketing communications including media briefs, concept briefs and key brand visuals (print, outdoor, ATL & BTL)
Ø Conducting market visits to gather first hand information about competitors, customers and consumers, within Karachi and across Pakistan.
Internships and Projects:
Ø Completed an MBA consultancy project with PARCO in June 2011
Ø Completed a six week internship in the Sales Planning function of Philip Morris International during summer 2010
Ø Completed a six months work project in the Finance & Planning function of Engro Chemicals Pakistan Limited from 8th June – 8th December 2009
Ø Completed a six week internship in the marketing function of GlaxoSmithKline (GSK) Pakistan Limited during summer 2008
Ø Completed a four week internship in the marketing function of Pakistan State Oil (PSO) in 2004
Qualifications:
Ø Completed my MBA degree from the Institute of Business Administration in June 2011 with a CGPA of 3.35 and majors in marketing
Ø Completed my BBA degree from the Institute of Business Administration in June 2009 with a CPGA of 2.95 and majors in marketing
Ø Completed my A’ Levels from The Lyceum School Karachi in 2005
Ø Admitted to Saint Michael’s Convent School in grade 3 in 1994 and completed my O’ levels in the year 2003
Ø Attended Clifton Grammar Jr. and Sr. School from the year 1991 to 1994
Competencies:
Ø Brand Management
Ø Consumer Insights
Ø Shopper/ instore marketing
Ø Budgeting and P&L management
Ø Key accounts management
Ø Eloquent speaker with effective listening skills
Ø Effective planning and coordination skills for market activities.
Ø Adaptable to dynamic work environments and team members
Ø Extensively travelled within Pakistan, the middle-east and far-east countries.
Training Courses:
Ø Personal Effectiveness workshop facilitated by Philip Morris International on 22nd July 2010
Ø Engro CSG team building exercise 2009
Ø Trade Marketing trainings facilitated by J&J GCC team
Ø Business Planning exercise facilitated by Mars GCC team
Ø MS Excel in house training facilitated by Engro Finance and Planning 2009
References: Mr. Nabeel Yousufzai, NSM – Personal Care, IBL Group
Cell #: 0301-8280725
Mr. Zeeshan Akram – NSM – Personal Care, UDL
Cell #: 0345-8213814
Mr. Hasan Nawaz, CEO & Director, Absolute Developments (Pvt) Ltd.
Cell #: 0333-2102422
Education
institute of business administration karachi ( IBA)
- 2009/2011 MBA
institute of business administration karachi (IBA)
- 2005/2009 BBA