Muhammad Ibrahim Ashraf
General Manager Supply Chain & Operations
Karāchi
Summary
Dynamic supply chain and operations management professional with over 8 years of progressive experience, specializing in the development of scalable systems and the optimization of business processes to drive cross-functional excellence. Proven track record in operations, production, procurement, ERP implementation, warehousing, and new product development underscores a consistent focus on efficiency, cost control, and growth enablement. Instrumental in transforming Scents N Stories from a small two-person operation into a nationwide lifestyle brand with over 200 employees and 30 outlets, leading initiatives in ERP and IT transformation, production scale-up, retail and e-commerce operations, and financial governance. Expertise in supply chain analytics, procurement strategies, global sourcing, packaging innovation, and operational forecasting empowers organizations to achieve a balance between agility and profitability.
Overview
12
12
years of professional experience
Work History
General Manager Supply Chain & Operations
Scents N Stories
04.2024 - Current
- To lead and oversee the complete Supply Chain & Operations function including procurement, production, warehousing, distribution, ERP implementation, and new product development, ensuring scalable systems, cost efficiency, and operational excellence that support the company’s rapid growth in retail and e-commerce.
- Supply Chain Strategy & Governance
- Develop and implement supply chain strategies aligned with business goals.
- Drive cost optimization, intake margins, and GMROI improvements.
- Lead demand forecasting, sourcing, and supplier management.
- Procurement & Vendor Management
- Manage procurement portfolio of PKR 500M+, ensuring cost efficiency and quality.
- Establish and maintain strong vendor relationships for raw materials, packaging, and global sourcing.
- Negotiate contracts, pricing, and lead times to achieve savings and reliability.
- Production & Operations Management
- Oversee perfume production, lab & mixing operations, and packaging development.
- Scale production capacity in line with business growth.
- Implement Lean manufacturing and 5S principles for efficiency.
- Warehousing & Inventory Management
- Manage raw material, packaging, and finished goods warehouses.
- Implement effective stock controls, cycle counts, and ITO improvement.
- Ensure distribution efficiency across retail and e-commerce channels.
- ERP & Systems Implementation
- Lead ERP implementation and functional configuration for supply chain & operations.
- Integrate POS and Order Management Systems for retail & e-commerce.
- Ensure accurate, real-time data flow for decision-making.
- Continuous Improvement & Team Leadership
- Lead cross-functional teams across operations, production, warehousing, and procurement.
- Train, mentor, and upskill employees on systems, SOPs, and process improvements.
- Foster a culture of discipline, accountability, and innovation.
- 7 years 5 months
Founding Member
Exitbase
06.2022 - Current
- Company Overview: Exitbase is an online marketplace for buying and selling businesses, where we also offer our services specifically needed in business transactions.
- After 5 years of working at Scents N Stories, I’m very happy to share with my LinkedIn family that I am now a founding member of Exitbase. I have seen immense professional growth and exposure at SNS. Looking forward to leveraging that learning to build and scale a B2B business like Exitbase.
- I genuinely believe in the uniqueness and potential of this business. Hope to see it reach great heights!
- I’m looking forward to explore the new world of this industry. If you want to know more about Exitbase, follow us on LinkedIn/visit www.exitbase.pk.
- 3 years 4 months
Manager Supply Chain & Operations
Scents N Stories
01.2022 - 04.2024
- Plans, manages, and coordinates all activities related to the sourcing and procurement of materials and supplies.
- Plan and implement the overall Operations & Supply Chain strategy.
- Collaborate with Sales, Operations, and Customer Service teams to make customer experience better.
- Identify process bottleneck and implement solutions in a timely manner related to Fulfilment and ERP.
- Work with finance, sales, and manufacturing team to determine the overall cost structure.
- Analysis of the data from shipping and delivering processes to find bottlenecks and other issues.
- Monitor overall Domestic & International shipments.
- Maintain supply chain inventory, fulfilment, and overall supplies.
- Find cost-effective solutions for business processes.
- Collaborate with external providers to create coordinated plans for business growth.
- Communicate and negotiate with vendors and Suppliers for more profitable deals.
- Oversee product storage, handling, and distribution.
- Forecast inventories, keeping an accurate record of the process, and analysing performance.
- Improve the overall operations performance and look for possible developments in ERP and business solutions.
- 3 years 8 months
Senior Supply Chain Executive
Scents N Stories
05.2018 - 12.2021
- Ensure all procurement activities are carried out in line.
- Coordinate with the forwarders for import shipments.
- Keeps all records regarding supplies. These include records of the costs of transportation, supplies, storage, damages and any discrepancy.
- Responsible for preparing reports on inventory and stock management.
- Preparation of purchase orders coordinating the process of purchasing and compare purchase orders with invoices to ensure accuracy.
- Responsible of incoming, current and outgoing stock. Maintain Inventory to avoid any shortages.
- Order required goods and arranges the appropriate transportation method.
- 3 years 8 months
Operations Executive
Itqan Corporation
04.2017 - 05.2018
- Maintain inventory at appropriate level, Keep logs and records of warehouse stock, to avoid excessive or shortage of inventory.
- Prepares loads for shipment, tracking and try to resolve different issues regarding quality of services, and shipment delays.
- Keeping in touch with suppliers / Vendors and developing cordial relationships with them.
- Negotiating terms with suppliers to meet quality, cost and delivery requirements.
- Preparing PO, RFQ’s, order placement, chasing up on deliveries from suppliers.
- Monitoring supplier performance to ensure high quality, on time delivery with agreed client SLA’s.
- Responsible for effective communication with vendors including timely resolutions of operational activities.
- Manages activities throughout the order fulfillment.
- Monitoring daily reports and producing weekly / monthly stats for management review.
- 1 year 2 months
Accounts and Management (Intern)
Authentic Southern Pak pvt Ltd (Pure and Cure)
02.2014 - 03.2014
- Worked as an internee 6 weeks training program in accounts and Management, having an experience of work on Technical Resource Planning (TRP)
- Roles and Responsibilities:
- Working with spreadsheets, sales and purchase ledgers and journals
- Calculating and checking to make sure payments, amounts and records are correct.
- Work on TRP (Technical Resource Planning)
- Email and Letter writing.
- 2 months
Education
MBA - Logistics, Materials, and Supply Chain Management
Shaheed Zulfikar Ali Bhutto Institute of Science And Technology
Karachi, Sindh, Pakistan 04.2001 -
BS - Commerce, Business/Management and Marketing
Karachi University
Karachi, Sindh, Pakistan06-2016
Intermediate - Business/Commerce
Govt Premier College Morning
Karachi, Sindh, Pakistan04-2012
Matriculation - Science
Galaxy Secondary School
Karachi, Sindh, Pakistan05-2010
Skills
Strategic Planning
Manufacturing Process Improvement
Business Strategy
Operations management
Project management
Performance improvement
Operations oversight
Leadership and team building
ERP & OMS Implementation
Global Sourcing
Packaging Development
Accomplishments
- Scaled annual production capacity from 0.2 million to 1 million units.
- Delivered 25% cost reduction across supply chain and packaging.
- Reduced dispatch errors from 10% to 0.07% via process redesign.
- Implemented and optimized ERP, POS, and Order Management Systems for retail & e-commerce.
- Successfully managed a procurement portfolio of PKR 500M annually.
- Built end-to-end SOPs and governance models for GMROI, intake margins, forecasting, sourcing, and financial controls.
Key Achievements
Timeline
General Manager Supply Chain & Operations
Scents N Stories
04.2024 - Current
Founding Member
Exitbase
06.2022 - Current
Manager Supply Chain & Operations
Scents N Stories
01.2022 - 04.2024
Senior Supply Chain Executive
Scents N Stories
05.2018 - 12.2021
Operations Executive
Itqan Corporation
04.2017 - 05.2018
Accounts and Management (Intern)
Authentic Southern Pak pvt Ltd (Pure and Cure)
02.2014 - 03.2014
MBA - Logistics, Materials, and Supply Chain Management
Shaheed Zulfikar Ali Bhutto Institute of Science And Technology
04.2001 -
BS - Commerce, Business/Management and Marketing
Karachi University
Intermediate - Business/Commerce
Govt Premier College Morning
Matriculation - Science
Galaxy Secondary School
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