SAP
UMAIR FEROZE
Sales & Marketing
Karachi,SD
Summary
A seasoned business professional with proven abilities in brand building, marketing, new business development and driving brand awareness through the creation and implementation of strategies that fuel consumer purchase. Adept in controlling expenses, minimizing risk, and creating an environment where product excels in the market. Working in close coordination with trade marketing team to maximize productivity for the brand by ensuring availability and visibility at trade level. Worked extensively on Strategy Development and Creative Planning, Brand Strategy Enforcements, Retail Audit and Consumer Panel analysis Successfully identified and created new business opportunities in local and foreign markets. I have rich experience of conceptualizing new product ideas, researching and evaluating them objectively from a market and financial standpoint while continuously analyzing market trends and competitors to maintain awareness of opportunities to maximize sales. Proficient in Competitive analysis and Trend Identification with a rich experience of Distribution and sales network setup in 28+ foreign markets.
Overview
15
15
years of professional experience
Work History
Head of International Business
English Biscuit Manufacturers-Makers of Peek Freans Biscuits
02.2021 - Current
- Leading a team of professional to expand the company’s international operations in 28+ markets including North America, Europe, GCC and Australia
- Established a network of 40+ distributors in international markets to sustain the growth over the long run
- Delivered 100% growth in business in two years
- Leading new product innovation from idea to in-market execution
- Skilled at working independently and collaboratively in a team environment.
- Organized and detail-oriented with a strong work ethic.
- Demonstrated creativity and resourcefulness through the development of innovative solutions.
- Proved successful working within tight deadlines and a fast-paced environment.
- Exercised leadership capabilities by successfully motivating and inspiring others.
- Learned and adapted quickly to new technology and software applications.
- Demonstrated strong organizational and time management skills while managing multiple projects.
- Used strong analytical and problem-solving skills to develop effective solutions for challenging situations.
- Worked effectively in fast-paced environments.
Business Manager
07.2016 - 01.2020
- Developed a 3-year strategic business plan for EBM winning management approval
- Established a strong footing in international market for EBM by building solid infrastructure for sustainable growth
- Spearheaded various strategic initiatives to build brand awareness and increase consumption delivering 42% growth in Eastern markets for EBM’s brands
- Evaluated & established strong distribution network in some of the new markets for EBM such as Qatar, Kuwait & Bahrain by appointing new top-tier distribution partners
- Initiated key marketing mix improvements resulting in high competitiveness for EBM’s brands
Brand Manager
Plain Sweet
12.2014 - 06.2016
- Launched a new brand: "Peek Freans Nan Khatai" through a high profile 360 degree marketing campaign covering all important ATL, BTL & Trade Marketing touch points
- Delivered exceptional 50% growth over Sales Forecast for the new brand in first quarter making it one of the most successful brand launch for EBM
- Successfully managed to create a “new category” in branded biscuits resulting in high incremental volume and value for the company hence further strengthening EBM's market leadership in biscuits & plain category
Brand Manager
Shan Foods
07.2010 - 02.2014
- Spices, Accompaniments and Noodles
- Grew the market share by10% for Shan spices during my tenure with the company
- Conceptualized & executed one of the biggest and most successful launches in company's history: Shoop instant noodles! From pre-launch research to pin-point execution and positioning of the brand, helped the company establish itself successfully & firmly in snacks category
- Shoop Instant Noodles captured 15% market share in only its first year aided by a high accuracy 360 degree launch campaign spread over three months
- Responsible for setting brand vision, long-term and short-term strategic planning to manage the health of assigned brands and achieve targets within the stipulated budgets
- Responsible to deliver Top Line and Bottom line targets for assigned brand portfolio
- Successfully revamped and gave new look to the basic spices and accompaniments portfolio of the company
- Devising advertising & promotional strategies for brand awareness in close coordination with advertising and media buying agencies
- Working closely with research partners to conduct and analyze primary and secondary research in order to develop effective strategy and direction for the brand
- Highly adept in formulating and implementing distribution and merchandising strategies to build trader and retailer confidence in the brand
- Responsible for strategic planning and execution of marketing initiatives for the company's brand range in Middle Eastern market
- Re-launched dead categories of the company through product improvement and innovative communication gaining significant market share in the process
- Development and Implementation of Digital Media strategies in close sync with digital agencies to strengthen brand equity through social media platform
- Working closely with R&D wing to plan and develop new launches as part of long-term vision for the company
Assistant Brand Manager
Habib Oil Mills (HOM) Limited
06.2008 - 06.2010
- Premium cooking oils category
- Development and implementation of marketing plan
- Responsible for the planning, coordination, follow-ups and monitoring of advertising & promotional activities for the brand in close coordination with Marketing Manager & the advertising agency
- Identifying & coming up with campaign on premium oil category that was critical to drive sales revenue and achieve targets
- Assessing market needs for renovation and innovation in communication by developing consumer and trade marketing activities
- Supervised the development, trial and soft launch of a new high-end instant powder drink catering to niche segment of the population
- Developing effective ATL communication strategies in close coordination with media buying house
- Strategic analysis of brand and competition
- Brand tracking and aligned research functions.
Education
BBA - Hons - Marketing
Institute of Business Administration
Karachi 08.2004 - 1 2008
A Levels - undefined
D.A School
O Levels - undefined
Army Public School Karachi
Skills
Trade Management
undefinedAdditional Information
- AWARDS & RECOGNITION ", Best Performance Award 2011-12" - Shan Foods (Pvt) Ltd Pakistan Advertising Society "Best Campaign in Packaged Food Year 2013- Shoop Noodles"
Software
Interests
Travel
History
Timeline
Head of International Business
English Biscuit Manufacturers-Makers of Peek Freans Biscuits
02.2021 - Current
Business Manager
07.2016 - 01.2020
Brand Manager
Plain Sweet
12.2014 - 06.2016
Brand Manager
Shan Foods
07.2010 - 02.2014
Assistant Brand Manager
Habib Oil Mills (HOM) Limited
06.2008 - 06.2010
BBA - Hons - Marketing
Institute of Business Administration
08.2004 - 1 2008
A Levels - undefined
D.A School
O Levels - undefined
Army Public School Karachi
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