SULEMAN ALI

Personal Details

House No. *** C Sui Northern Officers Co-Operative Housing Society Lahore

Contact Information

Cell: +92-345-*******, 032*-*******

Email: adw7am@r.postjobfree.com

Education and Qualification

MBA (Major: Marketing& Finance) August 2006

Lahore School of Economics(LSE)

BBA (Major: Marketing & Finance) August 2004

Lahore School of Economics (LSE)

Professional Experience (+ 16 years)

POPULAR PIPES GROUP OF COMPANIES (Nov 19 to Date)

GROUP HEAD- Strategic Marketing & Business Growth- reporting to the CEO

Marketing Department: (6 team members)

KEY ACHIEVEMENTS:

Revamped brand communication framework- All key brand imagery parameters

Developed new Brand Identity

Developed new Brand “Insignia”

Re-positioned the brand from Mark of Leader to “Pakistan’s Most Popular Choice Since 1975”

Revamped Complete Packaging Portfolio

Successfully launched tier 2 brand for price competitive segment “FLEXO”- Idea- Launch

Successfully worked on the launch of “Popular Cable” to strengthen electric segment- Idea to launch

Upgraded all POP/POS material in line with new brand communication framework

Represented the company at BIG 5 EXPO Dubai

Successfully lead the innovation process with key client in UK- we are now the only company in Pakistan to be exporting PVC products to UK market

Successfully lead “International certification process with WRAS”- we are the only company in Pakistan to be Internationally certified

Designed and executed “Flagship Outlet” (DHA Phase VI LHR) concept with an objective to promote exclusive key accounts.

Lead to change management process in transforming social media platforms from generic to specialized communication touch point.

Developed toolkits for technicians (Plumber/Carpenter/Electrician) to strengthen stakeholder platform

KEY RESPONSIBILITIES:

Provide key inputs for short and long term brand strategic framework

Align and maintain brand vision/mission

Responsible for all Marketing and promotional activities for the group

Ensure Development and execution of all yearly calendar activities

Market intelligence to take any actions in ST/MT or LT

Promotions and Merchandizing Department: (4 team members)

Ensure all publicity material regions on time

Maintain strong Brand presence in trade

Procurement/Negotiation and execution of promotional merchandize

Co-ordination with warehouse team

Customer Care Centers- A BTL activation platform: (6 team members)

Created 3 model customer care centers in Lahore

Key objective is to generate traffic at these customer care centers

Activate technicians and on-boarding them with PPGC for sales promotion

Developed sales recording and incentive structure mechanism to retain and induct new sales promoters into PPGC franchise

Extension of program in outstations- registrations done

Customer briefing on product/brand key benefits leading them to final purchase of product at retail outlets

PR/IP/Trademarks/Legal Framework: (1 team member)

Ensure renewals of all existing trademarks & Copyrights for PPGC

Register new Trademarks & Copyrights for PPGC as and when required

Keep track of all applications to ensure they get registered on time

Ensure all brand oppositions and litigations remain on track via selected legal consultant/s

Quarterly reporting mechanism to ensure any new brands that pose a potential threat of infringement

Timely action against all applicants with IPO trying to infringe the brand

CCI Pakistan (Sep 17- Jun 18)

Trade Marketing- Channel Marketing Manager- Traditional Trade

4 Direct reports (3 category managers & 1 channel specialist)

Key Responsibilities

Development & execution of channel plans

Team Capability building

Cross functional collaboration to ensure delivery of business results

Ensure effective working with sales & insights

Key achievements:

Business plan 2018

Effective DME (Direct marketing expenses) utilization

Lead role in executing Perfect Store Program

NESTLÉ PAKISTAN (SEP 2008 – JUL 2017)

INNOVATIONSMANAGER June 2015- Aug 2017

Responsible for building I/R capability for Global tools and processes such as NPDI, LEAN Design and IBBB to support I/R Strategy Development, Platform & Concept development, project management & prioritization, and acceleration of key innovation projects.

Managed corporate sales of surplus fat June 2013- Aug 2017

- Developed the local market

- Ensure supply consistency to retain customers

- Manage end to end process with sales Controls/planning team

- Manage effective relationships with local 3rd parties to ensure local sales as required with desired margins

Senior Brand Manager- Nestlé EVERYDAY July 2012- May 2015

Main Responsibilities:

Marketing

• Develop and effectively implement integrated brand commercial plan

• Implement the advertising/brand activation campaigns

• Provide inputs for the Brand Marketing Business Strategy (long term business strategy)

• Develop Communication based on consumer insights

• Deliver brand health KPIs

I &R

• Analyze research findings to develop value added concepts

• Manage new product development /design, financial feasibility & marketing mix

Research & Development

• Work closely with research to develop and own consumer insights

• Monitor, analyze and evaluate market trends, consumer behavior and competitor activity to identify market opportunities

Cross functional engagement

• Cross functional ambassador of consumer

• Establish strong coordination and relationship with communication department and communication partners (Creative & Media business partners)

• Effective coordination with Sales and CCSD team to ensure implementation of commercial plan

- Develop sales forecast with Demand &Supply planning team by incorporating

event uplift

• Conduct tasting sessions vs. competition to ensure quality

Manage Financials

• PFME (product fixed marketing expenses) Control and effective Utilization

Portfolio Achievements

• Carried out “EVERYDAY KHAAS Taste challenge” in 2015 reaching out to 570,000 on ground consumers, biggest on ground activation to date- 90% preference achieved

• Key team player in managing profitable re-basing of the portfolio

• Delivered double digit sales growth (32%) last year

• Managed multiple cross consumer promotion with Unilever Pakistan

• Revamped the liquid tea creamer offering allowing us to grow profitably

• Rolled out multiple successful marketing campaigns

• Pivotal role in developing future communication strategy defining role for each variant

• Successfully launched 2 new SKUs to strengthen our PPP offerings Nov 2011

• Lead consumer preference test against OLPERS milk (we achieved 66% preference)

Brand Manager- Dairy Culinay Solutions Feb 2011 – June 2012

• Strengthened MILKPAK cream in Pakistan to maintain market leadership

• Worked on product recipe to improve quality and strengthen brand equity

• Initiated development of customized communication for Afghan market produced in Afghanistan

• Delivered sales growth targets consistently for 2 years

• Launched Nestle CREATIONS (Dessert Cream) to gain share from competition

• Achieved best ever consumer preference test result in Nestlé with 95% preference

• Rolled out customized campaign to create awareness for CREATIONS

• Gained 10% market share from competition in the first 8 months of the launch

Assistant Brand Manager- MILKPAK Cream Sept 2008 – Jan 2010

• Conducted project on managing lean & flush season

• Launched a new profitable recipe in Afghanistan

MCB Bank Limited (Sep 2006 – Aug-2008)

Credit Analyst for the Credit Hub Department, MCB House LHR April 08- Aug 08

• Analysis and processing of credit proposals

In-charge Foreign Trade B/O KSB Building July 2007- March 2008

• Posting of vouchers of FOREX, FOREX remittance processing (inward/outward) and account S.B.P returns

• Balancing of books. L/C Opening, P.A.D, maintenance of F.C accounts, T.C’s, exports, processing of export payments and bills for collection, export refinance,

• Follow- up correspondence, liaison with S.B.P, Principal Office and Clients. Bank reconciliation

In-charge Remittance Nov 2006- June 2007

• Inward/outward remittance including DD, PO, MT, TT, issuance and payment

• Balancing of record and all books, holder of test key part-II.

• Back up for Branch Operations Manager. Maintenance of IBS/AS Book.

Professional Development

• Awarded performance award for lead role in export project to UK

• Lead Role in BIG 5 Exhibition Dubai Dec 2019

• Marketing Conference CCI Istanbul Turkey Dec 2017

• Market Business Strategy (MBS 2016) planning team core member

• Market Innovation pillar

• Integrated commercial planning (ICP) training at Nestle in Istanbul, Turkey

• Trainings of Project Management & Emotional intelligence

• PPP Communication planning & implementation

Knowledge & Skills

• 16 years of practical experience with reputable organizations

• Multiple performance awards over the years

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