Sales Manager Performance

Arsalan Rafiq

! 031*-******* ʌ V •***********@*****.*** • Karachi, Pakistan

Profile Summary

Results-oriented Sales Professional with over 13 years of progressive experience in FMCG sector, specializing in national distribution, territory management, and sales team leadership. Proven track record in building profitable distribution networks across Pakistan, increasing sales revenue, and managing well-known FMCG brands. Strong expertise in strategic planning, market expansion, client relationship management, and sales performance optimization.

Key Skills

FMCG Sales & Distribution

Territory & Zonal Management

Team Leadership & Training

Strategic Market Expansion

Sales Target Achievement

Microsoft Office (Excel, Word, PowerPoint)

SAM’s (Secondary Sale Software)

Busy Win Accounting Software

Professional Experience:

Zonal Sales Manager

Iftekhar Ahmed & Co (Fruit Nation, Lush, Sip Fun)

Oct 2024 – Present

Managed sales and distribution for Fruit Nation Nectar, Lush Drinks (Tetra Pak & PET bottles), Lush Ketchup, Chilli Garlic Sauce, Mayonnaise, and Sip Fun across Karachi and nationwide.

Established and supervised a national distribution chain covering Karachi, Hyderabad, Quetta, Mardan, Peshawar, Lahore, Islamabad, Rawalpindi, Mirpur Khas, and other major cities.

Developed strategic sales plans to achieve revenue growth and expand market share.

Built strong relationships with distributors, wholesalers, and retailers to maintain continuous product availability.

Monitored sales performance, optimized operational costs, and ensured profitable business operations in all regions.

Area Sales Manager

Iftekhar Ahmed & Co (Fruit Nation, Lush, Sip Fun)

Feb 2024 – Oct 2024

Led sales operations within assigned territory ensuring availability and visibility of products.

Negotiated and maintained contracts with distributors and key accounts.

Monitored market trends, competitor activities, and counter strategies.

Coordinated with marketing teams to execute promotional campaigns.

Achieved monthly and quarterly sales targets through effective territory management.

Territory Sales Officer

Hilal Food Pvt. Ltd.

Mar 2021 – Oct 2022

Increased sales revenue by maintaining strong retailer and distributor relationships.

Ensured timely product supply and stock rotation to avoid expiries.

Collected market intelligence and shared feedback with management for strategy improvement.

Achieved sales growth targets in a highly competitive market. Senior Sales Executive

Mehran Spices & Foods

Dec 2019 – Jan 2021

Managed sales for spice and food products across assigned territory.

Conducted product demonstrations and promotions to attract customers.

Monitored competitor pricing and implemented counter measures.

Maintained sales documentation and reporting for management review. Territory Sales Officer

Popular Group of Industries

Jan 2016 – Nov 2019

Developed sales networks in designated areas to enhance product reach.

Maintained excellent customer service to strengthen client loyalty.

Organized promotional activities to boost sales performance.

Managed order processing, delivery follow-ups, and payment collections. p

Sales Supervisor

Ali Enterprises (Frito-Lay Pepsi Cola International) Feb 2012 – Dec 2015

Supervised sales teams to achieve volume and distribution targets.

Ensured adherence to company sales policies and merchandising standards.

Trained sales staff to improve product knowledge and sales techniques.

Prepared sales forecasts and monitored results to meet company goals. Education

- B.A., University of Sindh

- Diploma in CIT, Aligarh Institute

- SSC in Computer Science, Public School Karachi

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