Syed Qasim Mahmood Ali
Lahore
Summary
Dynamic business professional with over 7 years of experience in FMCG and cross-functional strategy roles, demonstrating a proven track record in brand development, commercial transformation, digital innovation, and demand forecasting. Expertise in leading market entry initiatives, integrating data analytics into strategic planning, and managing comprehensive product lifecycles. A strong foundation in economics, finance, and advanced statistical modeling enhances the ability to drive impactful decisions. Eager to leverage extensive experience and analytical skills within consultancy or FMCG-focused strategy environments to deliver innovative solutions.
Overview
9
9
years of professional experience
Work History
Category Manager, BAT APMEA South
Global Business Solutions (An entity of Accenture)
03.2024 - Current
- Strategic partner in driving portfolio innovation and commercial forecasting across the APMEA South region. Leveraging digital intelligence, regulatory foresight, and consumer analytics to shape the future of beyond-nicotine categories in high-growth markets
- Partnering with deployment and category teams to shape the launch of a commercially viable beyond-nicotine portfolio aligned with market-specific commercial plans.
- Leveraged digital retail insights to optimize content calendars and tailor in-store merchandising strategies per channel.
- Led a region-wide consumer segmentation study to decode behavioral shifts, identify unmet tensions, and surface white space portfolio opportunities.
- Currently piloting a cloud-based forecasting tool that integrates macroeconomic, regulatory, and social dynamics to enhance demand prediction accuracy across South markets.
Business Development Manager
British American Tobacco (PTC)
03.2023 - 03.2024
- Leading multi-channel commercial transformation across emerging categories, with a focus on market entry, retail loyalty, and digital-first go-to-market strategy.
- Spearheaded the go-to-market launch of the vapor category in Pakistan, recognized regionally as a benchmark case for best-in-class execution.
- Own and optimize Pakistan’s largest retail loyalty program, driving targeted investments across 10,000+ outlets to reinforce modern oral product penetration.
- Championing a “fit-for-future” transformation agenda by onboarding disruptive B2B and D2C partners, realigning legacy infrastructure for scalable, future-proof growth.
- Embed digital consumer insights into strategic frameworks for the “Smokeless Pakistan for All” initiative, aligning commercial goals with social impact.
Brand Manager, New Category
British American Tobacco (PTC)
04.2022 - 03.2023
- Led brand strategy and execution across Pakistan’s nascent nicotine alternatives portfolio, integrating digital, data, and cross-market alignment.
- Developed and executed end-to-end brand plans and market launches, collaborating across functions and geographies to ensure strategic coherence.
- Translated consumer insights into actionable brand decisions using primary market research and analytics.
- Pioneered BAT’s first digitally anchored commercial model for the New Category, enabling data-driven marketing investments and channel performance tracking.
- Orchestrated 360 campaigns with agency partners, ensuring full alignment with global brand strategy.
- Delivered BAT’s most successful digital marketing campaign to date for the New Category (benchmarking top-tier performance across views, reach, and engagement).
- Continuously refined performance strategy using real-time brand tracking and sales analytics.
Assistant Brand Manager, VFM
British American Tobacco (PTC)
06.2021 - 04.2022
- Enabled portfolio alignment across the APMEA WEST region and led execution of the largest SKU equity campaign.
- Developed and launched "Real Check", Pakistan’s first consumer-facing mobile app in tobacco, reducing counterfeit incidents by 78%.
- Led a margin improvement initiative focused on portfolio COGS, resulting in a 23% boost in cumulative gross margins.
- Coordinated with product innovation teams to introduce new formats and packaging.
Information Executive MESA
British American Tobacco (PTC)
06.2018 - 06.2021
- Conducted predictive, prescriptive, and diagnostic analyses for volume forecasting and scenario planning.
- Founded "Project Raven", a cloud-based forecasting tool integrating real-time data inputs for autonomous commercial planning.
- Led monthly S&OP cycles, achieving >95% forecast accuracy and ensuring demand-supply coherence.
- Modernized SAP-based forecasting workflows to eliminate write-offs and enhance data visibility.
Global Graduate / Territory Executive Northern Areas
British American Tobacco (PTC)
09.2017 - 06.2018
- Managed trade marketing and distribution for Pakistan’s largest territory, overseeing 143 salesmen and 17 distribution hubs.
- Rolled out BAT’s first end-to-end retail automation system (RCS-8), driving visibility and efficiency in field operations.
Research Intern
Centre for Economic Research in Pakistan (CERP)
01.2017 - 06.2017
- Contributed to public-private education research using Stata and R for econometric analysis.
- Trained survey teams, piloted field instruments, and implemented real-time quality control protocols.
Education
Executive MBA -
Lahore University of Management Sciences (LUMS)
06.2025
BSC HONORS - Economics, Finance
Lahore School of Economics (LSE)
06.2017
A LEVELS - undefined
BEACONHOUSE DEFENCE CAMPUS LAHORE
06.2013
O LEVELS - undefined
AITCHISON COLLEGE
06.2011
Skills
- Skilled in data analysis using Stata, R, and Power BI
- Experienced with Microsoft Office Suite
- Proficient in creating graphics using Adobe software
- Skilled in video editing with Adobe Premiere Pro
- Fluent in Urdu and English
Awards
Prefect in Junior School & in Prep School, Aitchison College, Under 16 Winner, Commonwealth Literary Competition, Runners Up in Hockey in the Punjab Olympics
Timeline
Category Manager, BAT APMEA South
Global Business Solutions (An entity of Accenture)
03.2024 - Current
Business Development Manager
British American Tobacco (PTC)
03.2023 - 03.2024
Brand Manager, New Category
British American Tobacco (PTC)
04.2022 - 03.2023
Assistant Brand Manager, VFM
British American Tobacco (PTC)
06.2021 - 04.2022
Information Executive MESA
British American Tobacco (PTC)
06.2018 - 06.2021
Global Graduate / Territory Executive Northern Areas
British American Tobacco (PTC)
09.2017 - 06.2018
Research Intern
Centre for Economic Research in Pakistan (CERP)
01.2017 - 06.2017
BSC HONORS - Economics, Finance
Lahore School of Economics (LSE)
A LEVELS - undefined
BEACONHOUSE DEFENCE CAMPUS LAHORE
O LEVELS - undefined
AITCHISON COLLEGE
Executive MBA -
Lahore University of Management Sciences (LUMS)
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