Afzaal Ahmad Malik

Paul is a French chain of bakery-café restaurants found in 52 countries with the head office at Marcq-en-Barœul, Greater Lille, France. It specializes in serving French products, including breads, crêpes, sandwiches, macarons, soups, cakes, pastries, coffee. It is a five generation, family company currently owned by Groupe Holder which also owned the French luxury pâtisserie Ladurée from 2002 to 2021.

• Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
• Implemented operational strategies and effectively built customer and employee loyalty.
• Maximized operational excellence mentoring personnel on management principles, industry practices, and company procedures.
• Formulated policies and procedures to streamline operations.
• Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth.
• Provided thoughtful guidance to personnel in navigating and resolving snags in productivity.
• Implemented business strategies, increasing revenue, and effectively targeting new markets.
• Interacted well with customers to build connections and nurture relationships.
• Cultivated and strengthened lasting client relationships using strong issue resolution and dynamic communication skills.
• Assisted in recruiting, hiring and training of team members.
• Negotiated price and service with customers and vendors to decrease expenses and increase profit.

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• Developed key operational initiatives to drive and maintain substantial business growth.
• Established foundational processes for business operations.
• Conducted target market research to scope out industry competition and identify advantageous trends.
• Recruited, interviewed and hired new staff members and developed training materials for employees.
• Identified business development challenges and customer concerns for proactive resolution.
• Developed marketing materials and campaigns to boost brand awareness and customer engagement.
• Prepared annual budgets with controls to prevent overages.
• Directed technological improvements, reducing waste and business bottlenecks.
• Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
• Formulated and executed strategic initiatives to improve product offerings.
• Oversaw business-wide changes to modernize procedures and organization.
• Communicated business performance, forecasts and strategies to investors and shareholders.

• In charge of the launch of bellboy idea/mobile app which is completely a new, creative & innovative startup idea (Filling the gap in daily household and outdoor needs, bellboy mobile application offers a unique service to conveniently hire-a-bellboy as “your personal assistant” for a certain period of time, to do multiple or specific outdoor jobs, for example, research of any product or market (sanitary market prices & latest pictures or school’s visits to collect prospectus), distribute marriage invitations on user behalf, get the laundry, parcel/gift delivery or courier, exchange from a certain store etc
• Completely involved in the legal framework, technology development cycle and reporting to top level management from choosing the lawyers, trademark registrations to finalizing the suitable technology to best hosting options to stores optimization and to user’s segmentations
• Hired & established fully integrated team of operations, marketing & sales
• Expanding, pivoting & streamlining based on users feedback as well as tech stake with the developers
• Construct and execute all marketing strategies, traditional as well as digital
• Formed and executed the yearly marketing & content calendar
• Represent bellboy on a country level and incubated in Pakistan National Expansion Plan – Cohort 2
• Optimize the whole work force, establish smart organization and increase productivity gain per person
• Discover & develop third parties solid integration
• Maintained and delivered a zero-debt policy
• Competition analysis to find the gaps in services
• Competitive cost analysis and finalize the costing approach.
• Developed key operational initiatives to drive and maintain substantial business growth.
• Oversaw business-wide changes to modernize procedures and organization.
• Represented organization at industry conferences and events.
• Maintained P&L and shouldered corporate fiscal responsibility.
• Directed technological improvements, reducing waste and business bottlenecks.
• Oversaw divisional marketing, advertising and new product development.
• Managed financial, operational and human resources to optimize business performance.
• Established and maintained strong relationships with customers, vendors and strategic partners.
• Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
• Researched target market to discover customer needs and analyze competitor trends.
• Developed marketing materials and campaigns to boost brand awareness and customer engagement.

• Fully responsible for all operations in UAE & KSA, Traditional & Digital media platforms
• Responsible for revenue generation across products and regions
• Meet/exceed annual volume and market share objectives of all products across all channels by creating successful advertising plans while thinking outside the box and challenging the norms of the industry
• Strategize and plan the sales process management, forecasting, pricing, account management, expenses, profitability, new product development, market research and brand strategy
• Utilize customer-insights & market intelligence to help growth and advantages
• Leading Frontline team as forceful activist and driving sales results on daily basis
• Created a vision and long-term strategy focused on the transformation & diversification of brandZcloud business
• Responsible for the overall management of all strategic and operational activities
• Evaluate emerging technologies, provide thought leadership for adoption where appropriate
• Forming strategic partnerships with other companies to leverage the business growth.

• Directed complete media planning/operations with goals of optimizing revenues, maximizing profitability
• Responsible for yearly budgets, revenue flow, sales, marketing, logistics and administration
• Developed strategic, rationalized & optimized media plans for existing businesses as well as for the new business pitches
• Executed sustainable strategic plans which achieved client’s brand objectives (SOV & SOI)
• Accelerated brand’s collaborations to deliver brand and category growth
• Developed organization wide metrics of business results that measure the efficiency of existing planning and execution methods
• Integrated business processes to ensure organizational efficiency and effectiveness
• Competitive environment analysis, supervising ads monitoring (both daily & monthly), client’s competitors investments (quantitative & qualitative)
• Hand-in-hand synchronization with internal media buyers as well as media houses to increase added value & profitability especially in tactical media buying.

• 100% involved in starting-up Brand Connection (MBU of Horizon.FCB)
• Optimized strategic media planning
• Prepare “media plans” for clients and conducted thorough evaluations of all “media plans” performance
• Prepare & complete various reports, such as, Ad Monitoring, competitors spending (quantitative & qualitative), monthly spending trends, Media Rational, Yearly budget calendar, SOI ($) & SOV (GRPs)
• Calculate TRP, Reach, OTS, CPM & CPP
• Overseeing clients balance statements & media balance statements, invoicing payments and collections
• Assist clients with “sponsorship” proposals for specific events, such as, Miss Lebanon and Miss Elite pageants
• Media negotiation & consultation with media Houses i.e
• TV (LBC, MBC, FTV, ESC, SHOWTIME, ORBIT…), Radio, Print (Al-Khaleejiah, Al-Wataniya, Al-Watan, Al-Yamamah, Okaz…) Outdoor (Al-Arabia, Kassab, Tihama…)
• At year end, finalizing media balance statements for claiming annual volume rebates.

• Involved in 360degree advertising with all internal departments (creative, arts, account handling, production)
• Prepare clients media plans for all media vehicles including evaluations of plan’s performance
• Dealing & negotiating with all media Houses i.e
• TV, Radio, Print, Outdoor
• Follow up media plan executions with the team, i.e
• Bookings, confirmations, shifting and screening certificates
• Control clients and media balance statements, invoicing payments
• Press Ads & TV commercials Monitoring “daily & monthly”
• Client’s competitors spending
• Evaluation of monthly spending trends.

• Responsible for the Marketing & Sales of industrial chemicals
• Provided appropriate solutions tagged with the most suitable products
• Consultancy services to corporate clients (Sleep High, Soft Dreams Mattresses, ICI Dulux Paints & many more)
• Meeting annual targets lay down by the management.

• Account management & client servicing
• Yearly strategic account planning & day-to-day handling
• Competitive environment analysis
• Identifying opportunities for brand development
• Translating client's brief into creative brief & media brief
• Analyzing brand's media requirement.