Years of experience
Muhammad Omer Emran
Commercial Director
Karachi
Summary
People focused and goal-oriented, senior commercial executive with 23 years of distinguished experience in B2C and B2B industries. Proven leadership abilities and committed to streamlining procedures while optimizing employee talent. Passionate professional with razor sharp focus on driving business growth and profitability. Defining long-term business strategies through exemplary collaboration, team oversight and decision-making skills.
Overview
23
23
10
10
Strategic courses including digital and leadership
10
10
Years of Management experience
27
27
Direct reports managed in past two roles
Work History
Commercial Director
Philips Lighting, Signify
Karachi
04.2020 - Current
- Member of the Country Management Team, reporting to the Chairman.
- Leading a team of 15 direct reports, including Marketing, Pre-sales, Sales, Communications and Product Management.
- Remained composed and highly professional in fast-paced and constantly changing environment, effectively handling challenging situations and difficult individuals to achieve objectives.
- Responsible for driving positive momentum withing team and organization at large. Evaluated through Quarterly Employee Net Promoter Score ratings.
- Responsible for ensuring Talent progression, D&I and optimal succession coverage through Talent Build/Qualify matrices.
- Providing extensive leadership by effectively communicating strategic goals and plans.
- Responsible for managing P&L, Sales mix, and enhancing Integral Gross Margin [IGM] at Channel and sub-channel level.
- Achieving sales goals and service targets by cultivating and securing new customer relationships.
- Developing, leading, and executing AOP strategies to achieve short, medium, and long-term objectives.
- Market Segmentation based on insights and industry research data, defining Go-To-Market at the sub-segment level.
- Directing Product Road Map, New Product Introduction, and Product Lifecycle Management - Responsible for developing and executing the annual marketing calendar, in line with defined marketing objectives.
- Leading Marketing Communications and Product Marketing teams on Advertising and Promotion [A&P] activations.
- Planning and executing online and Offline campaigns, evaluating pre- and post-campaign effectiveness, ROAS, and ROI.
- Driving market share growth through portfolio development through Kill/Cure/Keep model.
- Performing regular and promotional price change activities.
- Engaging in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
- Responsible for making sure all internal and external business dealings, communications and SOPs strictly adhere to Signify's Global Governance and Business Practices.
Country Head
Samsung Consumer Electronics
Lahore
10.2017 - 06.2019
- Headed USD 60 million business of Samsung's Consumer Electronics Division
- 12 direct reports, including Marketing Manager, National Sales Manager, Supply Chain, and Key Account Managers
- Develop, execute strategies to grow Samsung's Consumer Electronics business, ensuring profitability and maximizing P&L
- Lead the product development team in designing innovative, market-leading consumer electronics products that meet customer needs and align with Samsung's overall brand and product strategy
- Oversee supply chain management, ensuring that products are efficiently sourced, manufactured, and delivered to market on time and at the right cost
- Develop and execute marketing plans that drive demand for Samsung's Consumer Electronics products
- Manage relationships with key customers and partners in both B2B and B2C channels, ensuring satisfaction and loyalty
- Monitor and analyze market trends, customer behavior, and competitor activities, making strategic recommendations to senior management based on their findings
- Collaborate with other business units within Samsung to ensure alignment of strategies and initiatives across the org
- Brand launch plans and ATL/BTL consumer marketing through conventional, digital, and retail touchpoints
- Lea commissioning of Samsung’s Complete-Knock-Down and Semi-Knock-Down [SKD] factories: $34 mln investment
- Increased numeric and weighted distribution of Home Appliances and LED TVs
- Planned and deployed offline and Online communication strategies aligned with sales revenue targets
- Led project on Brand shops expansion, the strategic direction set to increase Organized Retail contribution.
Global Product and Marketing Manager
Tetra Pak Packaging Solutions Spa
Modena, Modena
04.2013 - 09.2017
- Led company vision, future roadmaps on environment friendly and sustainable product development. Key project was to
convert existing fossil based plastics to sugar can based [Bio-based] plastics which are a renewable resource. - Successfully deployed Tetra Pak's first package made with renewable plastics. FYS [First Year Sales] target achieved in initial 8 months of launch [80 million Euros].
- Successfully worked with Product Engineering team to reduce plant complexity with 'Easy Switch Over' technique. Result was zero downtime and reduced factory complexity. Approx saving of 1.8 million Euros.
- Through Tetra Pak's Global Environmental trends report, utilized market trends and target audience statistics to effectively and appropriately market products.
- Co-authored Tetra Pak’s Renewable Packaging PR strategy, worked with Global Marketing Communications on Developing Message House, a benchmark for all key messages for PR initiatives and future communication.
- Represented Tetra Pak at International forums, Global Packaging Summit, Food Bev Awards, and World Dairy Congress.
- Appointed as spokesman and brand ambassador for Tetra Paks future packaging portfolio.
- On a quarterly basis, engaged with C level leadership of global customers such as Coca Cola, Danone, Friesland Campina
- Led business case creation and presentation to Product Toll Gate Review committees and global top management.
- Successfully launched bio-based package in 8 countries across Europe and South America.
- Key customers were Arla, Valio in Europe and Coca Cola in South America.
- Mapped supplier strategy, exploring future alternative supply streams, and their impact on product proposition.
Senior Marketing Manager
Tetra Pak Packaging Solutions
Karachi
06.2010 - 03.2013
- Managed customers of Tetra Pak through product, portfolio, marketing, and category consultancy services
- Successfully launched two new packaging portfolios with key Tetra Pak Clients such as Nestle, Engro Foods
- Developed new product concepts and flavours working with Tetra Pak's regional Product Development Centre in Singapore
- Launched new products with local clients – acting as their marketing lead, product launches included ideation through consumer researches, strategic planning workshops, packaging portfolio selection and trade marketing plans
- Managed customers of Tetra Pak through product, portfolio, marketing and category consultancy services
- Developed business plans based on market, consumer and customer intel, in key/priority categories
- Liased with Technical and Supply chain departments within own and customer organization
- Managed mutiple research streams such as Category Retail Audit, Category Health Tracker, House Hold Panels
- Lead business case creation and presentation to Product Toll Gate Review committees and global top management
- Developed end market product launch and marketing mix strategies with local and regional teams
- Developed business plans based on market, consumer, and customer intel, in key/priority categories
- Worked with local markets to identify opportunities for new packaging formats across beverage categories
- Ensured speed to market for deployment, aligning Clusters through defined KPIs and performance matrices
- Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives.
Marketing Communications Manager
British American Tobacco
Islamabad
02.2009 - 05.2010
- Supported internal teams with knowledgeable communications and marketing advice, helping each meet targets while maintaining cohesive organizational strategy.
- Develop and implement relevant brand programs utilizing non-retail touchpoints
- Act as a bridge between Trade marketing and brand marketing teams
- Implement optimal media mix through un-conventional consumer engagement programs
- Brand activation capability building at AOR (Agency-On-Record).
Area Sales and Marketing Manager
British American Tobacco
Multiple locations
12.2007 - 02.2009
- Delivered 23.4% growth during my stint as Sales Area Manager.
- Market Share in assigned territory grew by 3% in total and 18% in VFM segment.
- Consistently exceeded targets by building, directing, and motivating high-performing sales team.
- Monitored customer buying trends, market conditions, and competitor actions to adjust strategies and achieve sales goals.
- Reported sales activity, generated sales quotations, and proposals and maintained customer contact database to achieve sales objectives and quota.
- Continually maintained and improved company's reputation and positive image in markets served.
- Established strong relationships with major accounts and key decision-makers to increase sales in designated territory.
- Sales team management through both formal and informal leadership and On Job Training
- Implement ‘Consumer Dialogue through Retail’ in Area, aimed at building retail advocacy for BAT portfolio
- Distributor rationalization, implement and drive the ‘Distribution Excellence’ national project. Consolidated distributor network from 12 active distributors to 8.
- Design, implement and manage regional consumer promotions directed at increasing brand trail.
Asst. Brand Manager
British American Tobacco
Islamabad
11.2006 - 12.2007
- Portfolio size: US$ 430 mln + and brand support the expenditure of US$ 6 mln
- Develop short-mid term sales forecast for the brand & trade programs to achieve yearly objectives
- Ensure appropriate involvement of creative agencies during the planning processes to develop brand programs
- Developing and executing promotional activities, consumer, and consumer-centric trade engagement
- Build actionable brand action plans based on consumer research and brand research studies.
HORECA Executive
British American Tobacco
Karachi
04.2005 - 11.2006
- Managed Hotels, Restaurants, and Cafe channels as a strategic communication channel for BAT
- Implement and manage Benson & Hedges consumer engagement programs, including high-end consumer - Interaction programs, database marketing, and Benson & Hedges music platform
- Design and implement Dunhill launch activities nationally within the HoReCa channel.
Group Advertising Account Manager
Prestige Communications (an affiliate of Grey WW)
Karachi
06.2000 - 08.2005
- Accounts managed at Prestige: GlaxoSmithKline consumer division, Pakistan Tobacco Company, and Pizza Hut
- Worked on numerous advertising campaigns for key clients such as GlaxoSmithKline and British American Tobacco, P&G
- Supervised media planning for Pakistan Tobacco’s consumer promotion ‘Voyage of Discovery’ including PR
- Worked as In-house creative manager for re-launch campaign of MacLean’s and Horlicks.
Skills
Loyal leadership approach
Key decision making
Strategic planning
Market planning and execution
P&L Management
Brand development
Marketing and advertising
Consultative selling techniques
Value Engineering Initiatives
Affiliations
Introduction to SEO – Google. Measure and optimize Social Media Campaigns – META Certificate in Product Management – Chartered Institute of Marketing, UK. Member Leadership Trust, UK. Advanced Presentation and Communication Skills – Mandel Communications, Italy. Multiple leadership development courses within Europe. MBA in Marketing. College of Business Management (CBM 2001), Karachi, Pakistan. 1 | 3
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
Success is not final; failure is not fatal: It is the courage to continue that counts.
Winston S. Churchill
Timeline
Commercial Director
Philips Lighting, Signify
04.2020 - Current
Country Head
Samsung Consumer Electronics
10.2017 - 06.2019
Global Product and Marketing Manager
Tetra Pak Packaging Solutions Spa
04.2013 - 09.2017
Senior Marketing Manager
Tetra Pak Packaging Solutions
06.2010 - 03.2013
Marketing Communications Manager
British American Tobacco
02.2009 - 05.2010
Area Sales and Marketing Manager
British American Tobacco
12.2007 - 02.2009
Asst. Brand Manager
British American Tobacco
11.2006 - 12.2007
HORECA Executive
British American Tobacco
04.2005 - 11.2006
Group Advertising Account Manager
Prestige Communications (an affiliate of Grey WW)
06.2000 - 08.2005