Usman Saif

Job Scope: Field Sales | Modern Trade | Shopper Marketing | RTM & Capability

Business Size: +20 Billion PKR Team

Team Strength: +200 (FTEs)

Permanent member of company's Management Committee

• Complete ownership of Top Line business growth & P&L
• Currently leading the transformation agenda in Sales with an objective to strengthen the Distribution, Quality/Capability of Human Resources, Retail In-store Presence with key focus on bringing Effectiveness & Efficiency in overall Sales Operations

Job Scope: Field Sales | Modern Trade | Shopper Marketing | RTM & Capability Business Size:

Business Size: +5 Billion PKR

Team Strength: +40 (FTEs)

Major Achievement: Doubled business volume within the first six months and successfully positioning the company to achieve a cash-positive status.

Key Initiatives:

• Accelerated OOH Business Growth: Expanded the customer base by 50%, driving significant growth in the out-of-home (OOH) segment.
• Enhanced In-Store Executions: Improved brand recall and product visibility in modern trade channels by implementing robust in-store execution strategies.
• Strengthened Rural RTM: Expanded the sub-distributor (SD) network by adding 75 new SDs within a three-month period, significantly bolstering rural distribution capabilities.
• Cost Rationalization Initiatives: Achieved 22% cost savings in Total Trade Spend (TTS) by implementing a major shift in trade discounting strategy. Additionally, rationalized redistribution expenses by transitioning to the Milk Run model.

Job Scope: Field Sales | Modern Trade | Shopper Marketing | RTM & Capability

Business Size: +45 Billion PKR

Team Strength: +210 (FTEs)

Major Achievement: Delivered an 18% CAGR in Net Revenue over a 4-year tenure**, consistently exceeding profitability targets and contributing significantly to the company’s financial goals.
Key Initiatives:

• Sales Organizational Modernization: Transitioned from more conventional sales organization to a more enabled and dynamic structure ensuring a proper balance between Planning & Execution Wing.
• Cultural Transformation: Spearheaded key transformation projects Like Perfect Store Program, Sales Career Framework, DNO (Distributor Network Optimization), Sales Force Automation, and Revenue Management.
• Perfect Store Program: Redesigned the program’s scope, KPIs, and payout structure to optimize effectiveness & efficiency.
• Route to Market Remodeling for Metro Cities: Optimized direct coverage, implemented Distributor Joint Business Plans (JPBs) and ROI models, automated order booking (OB), and GPS mapping for trade universe.
• Rural Transformation: Established a dedicated rural sales structure, expanded the SD (Sub-Distributor) network to enhance NFL numeric footprint, Implemented MIS (Management Information System) to record Rural Sales, and conducted demand-generating activities.
• Sales Force Automation: Transitioned to a cloud-based, real-time MIS system to streamline operations and enhance data accessibility.

Major Achievement: Successfully led the company’s transition from a sell-in model to a sell-out model through the implementation of impactful in-store strategies.
Key Initiatives:

• Channel Strategy Development: Formulated and executed a comprehensive channel strategy for Modern Trade, General Trade, and Wholesale, aligned with category objectives and shopper insights.
• Channel Segmentation Research: Conducted in-depth research on channel segmentation and shopper studies across all shopper-facing channels to inform strategic decisions.
• Perfect Store Program Rollout: Launched the Perfect Store Program (4P & 6P) across 15,000+ stores nationwide, enhancing retailer engagement and in-store visibility.
• Non-Conventional Channel Development: Identified and developed strategies for potential growth in non-conventional channels such as local tea and coffee shops, loose milk shops, and captive consumption accounts.
• Innovative Shopper Marketing Initiatives: Executed cutting-edge shopper marketing campaigns, including Breakfast Corner Branding, Category Management (CATMAN), Shelf-Ready Packaging, Multi-packs, and trip-size-based shopper promotions using the OBPPC concept.
• Wholesale Engagement Program: Designed and implemented a national-level Wholesale Engagement Program to ensure business hygiene, price stability, and to mitigate channel conflicts.

• Gained diversified exposure in both internal and external selling roles, experiencing rapid career growth driven by strong performance and potential.
• Worked across multiple geographies, including Karachi, Islamabad, and Gujranwala, in various leadership positions such as Zonal Sales Manager (ZSM), Route-to-Market (RTM) & Capability Head, Regional Sales Manager (RSM), and Area Sales Manager (ASM).

Zonal Sales Manager (ZSM):

• Managed three of Pakistan's largest regions—Islamabad, North, and Peshawar—achieving significant market penetration and sales growth.

RTM & Capability Head:

• Established and developed the Route-to-Market (RTM) strategies, laying the groundwork for this critical function within Engro Foods.
• Designed & implemented comprehensive on-the-job and off-the-job training programs for sales personnel, enhancing their skills and capabilities.

Regional Sales Manager (RSM):

• Led the Gujranwala region, which was recognized as the best region nationally in 2014 due to exceptional sales performance and operational efficiency.

Trade Category Manager (TCM):

• Oversaw the management of Pakistan's largest dairy brand, implementing strategic initiatives that enhanced brand visibility and market share.
• Successfully launched the beverage category brands Olfruit and Owsum (JNSD & FM) in the Pakistan market, driving brand awareness and consumer engagement.

Area Sales Manager (ASM):

• Recognized as the Best ASM for two consecutive years for driving the highest growth of Olper's and Tarang brands in the Rawalpindi and Islamabad areas.

• Best TMO Award (2006): Recognized for outstanding performance and contributions to the team.
• Performance Recognition Award (2006): Awarded for significantly improving distribution ROI by restructuring the RTM for the Rawalpindi distributor, Albarka Trading.
• Pall Mall Launch Team: Contributed to the successful launch of Pall Mall in Dhaka, Bangladesh.