501- Mora Bustan compound
Madinah Road Jeddah-KSA
Mobile: + 9665-64062226
Director Sales & Marketing
Led a snacks project to introduce premium quali...
met key objectives and exceeded market share target by 3% in the first year.
• Planned and implemented 7UP brand consolida...
• Master Business Administration 1986
Punjab University, IBA -Lahore
• Post Graduat...
of 4


Published on: Mar 3, 2016

Transcripts - NAS-12-2013

  • 1. NAVEED ALI SHAH 501- Mora Bustan compound Madinah Road Jeddah-KSA Mobile: + 9665-64062226 Email:, SUMMARY A successful FMCG career, proven track record of growing and developing large businesses at regional and international level. Strong leadership skills with detailed background in developing & leading actionable strategies around consumers, customers and competitors. PROFESSIONAL EXPERIENCE S I B C O , Pepsi Cola Jeddah KSA Feb 2009- Till date Director Sales & Distribution Development • Leading the largest beverage operation in Middle East with an annual turnover of $750 million. • Transformed S&D system to total pre sell model, thereby impacting bottom line by 10%/annum. • Build front line leadership and teams to excel in market execution securing 85% market share • Driving business economics through pricing architecture for consumer and trade to improve company’s profitability 5 folds. • Rationalized GTM system to secure 10 million $ savings per annum. • Planning and executing marketing budget of 130 million SR per annum. • Won Bottler of the Year Award in 2012, for over all outstanding results in growth, share and distribution. • Successfully transformed a CSD business to total LRB company uplifting net revenue • Won Best LRB sales award for 2013 in GCC for delivering outstanding growth results. HALEEB FOODS LTD Aug 2006- June2008 General Manager, • Led the sales and marketing strategy of UHT milk, Juice, Butter Yogurt, Ghee and powder milk for a 10 billion PKR company. • Leading & developing projects with major local and international groups to tap the potential of value added categories in beverages & dairy businesses (value 3-6 billion Pkr). • Developed and executed a comprehensive sales operation system to improve distribution and sales performance at national, regional, area and route levels. • Organized & led training programs to uplift the operating skills of sales team and distributors’ sales force of 870 personnel. • Led channel development plan and launched dairy food marts for the first time in Pakistan, doubled the revenue by end of 1st quarter operation. • Planned & executed ware house & logistic plan and strengthen operations minimizing handling, transit and trade losses to the tune to 47%. • Led corporate PR strategy introducing, dairy technicians’ trainings, trade connectivity tools and processes.
  • 2. MIDLAND FOODS INTERNATIONAL Sept 2004- Aug 2006 Director Sales & Marketing Led a snacks project to introduce premium quality snack food in West Asia Middle east and Africa region. Led a comprehensive plan covering corporate structure, manufacturing, marketing and distribution network. • Developed complete range of Potato & corn based snacks covering brands, packaging, Pos merchandising tools and media campaigns. • Carried out vendor selection negotiated with local and international suppliers for complete project. • Led installation of production facility and trials in the time to meet the launch objectives. • Developed a comprehensive sourcing system to maximize raw material quality impacting yield and finished goods results. • Led the process of Sales team and distribution net work development to maximize product availability and trial in key towns and channels. • Developed production protocols to drive line efficiencies and minimize line wastage. • Created a robust system of quality check for raw materials and finished goods to ensure high quality delivery at the customer end. • Led the process of flexible and container packaging medium for corn and potato based snacks. • Negotiated contracts with UK based supplier on Halal flavors’ and seasonings for complete range. PEPSICO INTERNATIONAL Oct1991 – Aug2004 Director Sales , West Asia Jan 2004 – Aug2004 Responsible for Sales Development across the region including Pakistan, Iran & CIS states; an annual volume of 154 million 8oz cases & retail value of $500 million. Accountable for strategic planning, distribution systems, trade infrastructure, promotions & key accounts. • Doubled key customers sales during 2004 by revamping the system to deliver maximum out put and quality .Launched joint consumer promotions to build traffic and enhance customer transactions. • Strengthened the relationship with Pizza Hut & KFC, devised a joint marketing plan and infrastructure, which contributed to a 23% growth on year to date basis. • Developed new customers including Dominos Pakistan, signed an exclusive 5 year contract. Led channel innovation introducing E-Vending in Pakistan for the first time. • Led trade research program to evaluate brand & package penetration, applied findings in executing a sales development model to grow presence by 10%. Created push through a visibility program, which maximized brand presence in traditional trade across Pakistan. Franchise Director, UAE Nov 2002 - Dec 2003 Responsible for UAE Pepsi Cola business, valued at $110 million, was successful in consolidating business and revamping distribution network achieving ever highest results for Dubai and Abu Dhabi. • Delivered highest 5-year volume, 10% growth resulting in 65% market share in the UAE. • Improved productivity as a result of reorganizing distribution and sales operation Which involved functional structures, recruitment, training & team evaluation. Worked with Bottlers to enhance fleet efficiencies, routing and execution standards. • Led the launch of Aquafina in MENA, introducing the premium water brand in the UAE,
  • 3. met key objectives and exceeded market share target by 3% in the first year. • Planned and implemented 7UP brand consolidation project in the UAE. Developed trade focused strategies for modern and traditional trade, delivering 4% above planned growth. • Managed key sponsorships events, Dubai Shopping Festival & Summer Surprises. • Devised entry into the energy drink segment by introducing Pepsi X in the UAE. Strengthen brand through packaging initiatives, which led Mountain Dew growth by 90%. Franchise Management, Pakistan Oct 1991- Sept 2002 Acted as a catalyst to growth in Pepsi bottling operations. Achieved consistent results across diverse markets impacting brand share & distribution levels. • Led major Pepsi Co bottling operations in Pakistan, including Karachi, central Punjab and northern markets, delivering volume of over 50 million 8oz cases. • Launched new skus to drive brand dominance in highly competitive markets. • Developed bottlers’ sales and distribution capability through a comprehensive training programme, which delivered share gains of over 30% in key markets. • Implemented a market development strategy, creating 36,000 new customers and doubled the sales of northern franchises. National Trade Marketing Manager Sept 1996 - 2000 Duel role combined with franchise development position in Pakistan. Responsible for leading trade push agenda and devising strategies around trade equipment and execution. • Developed and executed infrastructure development program for a bottling network of more than $500million turn over. • Developed a complete range of merchandising and dispensing equipments to drive retail presence and impacted brand share in Pakistan. • Led supplier identification and selection process, enabling a strong partnership and understanding to grow the business West Asia. • Achieved placement of 130,000 chilling & merchandising units in retail network delivering strong cold product and presence and share at national level. PACKAGES LTD, Lahore 1987 - 1991 Senior Marketing Executive • Led the development of full range packaging systems for Nestle Milk Pak, Nirala, Bigmak Foods, and growing sales by 100% in 2 years. • Developed new product concepts for electronics and automobile industries, which helped increase sales by 45% through brand differentiation in the market. • Conducted regional research to identify target customers & developed expansion strategy. • Managing Sales to Tetra Pak Pakistan, developed coordination processes to drive stock efficiency at customer end.
  • 4. EDUCATION AND PROFESSIONAL DEVELOPMENT • Master Business Administration 1986 Punjab University, IBA -Lahore • Post Graduate Diploma (Marketing & Advertising) 1983 • BSc (Chemistry , Biology ) 1982 • Institute of Management Sciences/ LUMS Key Management Development Programmes: Management Excellence program Sales force development (PGD-LUMS), Total System Management, Franchise University, Territory University, Bottler Economics, Distribution Systems etc. PERSONAL DETAILS Date of Birth: 28th April, 1963 Marital Status: Married with 2 children Nationality: Pakistani Languages: English, Urdu & Pashtu References: Available upon request

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