Yasir Majeed
S/o Javed Majeed (Pakistan)
Ghala, Muscat.
(+968) 95737836 – GCC Valid Driving License
yasirmajed@hotmail.com
Career Objective
My career objective is to continuously improve my skills in order to excel professionally in the field of
Sales and Trade Marketing (FMCG Sector)
Education
Master’s in Business Administration-MBA – Majors in Marketing Sept 2006 – Aug 2007
Lahore School of Economics, (LSE), Lahore, Pakistan
Bachelors in Business Administration-BBA (Hons) – Majors in Finance Sept 2003 – July 2006
Lahore School of Economics, (LSE), Lahore, Pakistan
GCSE Cambridge – A LEVELS Sept 2001 – June 2003
Beaconhouse School System, Lahore, Pakistan
Electives: (BBA & MBA):
Brand Management Business Policy
Financial Management Integrated Marketing
Consumer Behavior Communications.
Sales Force Management Market Research
Cost Accounting
Work Experience
1) Key Account Manager (Lulu & Nesto Hyper Market), Unilever Oman –
April 2016 – Present
Responsible for managing Brand/Category wise Volume growth for Unilever
Leading& coaching a team of 3 Sales Executives, 18 Merchandisers across
Oman to handle 17 Lulu and 2 Nesto outlets
Review EPOS/OFF TAKE data by Category & Plan actions/strategy accordingly
Implement SMOLLAN/Perfect Score (OOS, OSA, NPD, Primary Placement) successfully and
ensure visibility scores as per Unilever guidelines. YTD Highest score at 82%
Effective Management of Monthly Trade Spend/CBP in assigned Cluster – Maximizing ROI
Cluster Contribution 20% to overall Oman business
Contract negotiations and Joint Business planning with customers for every cycle/event
Executing all Customer Marketing Plans with coordination of Category/Channel Teams
Managing Trade Marketing Activities – Consumer promotions, Brand activations, Sampling. Key
coordination with Category and Brand Teams
Responsible for RTM/PJP planning for the cluster
Leading MT with YTD 11% growth for 2016
Implementation of CATMAN Projects with support of Category team
Review and Analyze competition strategy and devise account wise strategy accordingly
Quarterly forecasting for promotion planning & overall number projection (Category wise)
Ensure Share of Shelf /Category assortment as per Unilever's guidelines and Contracts
2) Chilled Dairy Manager – Center Zone, Nestle Pakistan March 2015 – April 2016
Responsible for managing Retailing, Invoicing, Numeric
distribution, MMA/ICE reports, ,Market share/Retail audits and
Brand/Category POSM executions
Collaborate with peer RSMs/CDMs to share best practices,
Distributor Management etc., liaise with Zonal Sales Manager/ Controllers, Business, CCSD,
Supply Chain to drive regional Field Sales related initiatives
Managing all channels (General Trade, Modern Trade, International Key Accounts and
Institutions)
Contract negotiations and Joint Business planning with International and Local Modern Trade
Managing Trade Marketing Activities – Consumer promotions, Brand activations, Sampling,
Develop Retailer strategy (Channel wise)
Responsible for RTM strategy for entire zone
Leading zone with YTD 2015 10% VG and 18.3% OG
12% growth in Numeric Distribution Vs. Last year
Leading growth in IKA’s i.e. 24% YTD
Successful implementation of Narrowal online Van project
3) Area Sales Manager, Food & Beverage, Nestle Pakistan December 2014 – March
2015
Best Region in terms of Retailing, Numeric distribution,
ICE/MMA score and chiller throughput report
Implemented a new Route to market strategy for beverages
Best Region for Center Zone – Q1 2015
Responsible for setting objectives, leading negotiation process with Distributors (or any other
3rd party partners). Execute daily monitoring of customer's performance against defined KPIs
(sales out, inventory level, order placement on-time etc)
Responsible for the execution of the Channel Category plans at the POP (Cycle Plan from ICP).
Support the development of Field Sales and Category channel Plans by providing feedback on
the Cycle plan activities execution
Coach, motivate and develop Distributors’ or Nestle direct sales force
4) Unit Manager – General Trade & Wholesale (RWP/Islamabad), Abudawood Pakistan (P&G
Business) March 2014- November 2014
Managing/Leading 3000 outlets for general trade business along with 150
Wholesalers in Rawalpindi
Responsible for all trade activities i.e. Volume, Merchandizing, CIR,
Initiatives deployment, Retail Audit (ND, WD, Market share etc), Training
and Development of team in Rawalpindi
Leading and Coaching a team of 1 Section supervisors, 1 Section
manager and 19 Sale reps
126% Volume Growth in JAS’14 Vs Last year
101% Index Vs Target March 2014
20% Contribution in North Region
Successful rolling out plans in coordination with Sales Development department
Successful accomplishment of all KPI’s (Volume, Productivity, SKU/bill, Active customers and
Golden stores)
SPOC for North District regarding all initiatives
5) Unit Manager – Modern Trade (RWP/Islamabad), Abudawood Pakistan (P&G Business) July
2012- February 2014
Managing large local key retail accounts such as D Watsons, Shaheens and Best price along with
institutions (USC and CSD) for Islamabad and Rawalpindi
National SPOC for CSD business
Leading a team of 2 Section supervisors, Section manager and 9 Sale reps
66% growth achieved in IYA (July’12)
104% Index sales Vs Target and 129% IYA (JAS’12)
Negotiating Contracts, Branding spaces, Shelf shares, Initiatives with Key Accounts
Overall highest growth in Modern Trade Nationally 19%(FY12-13)
Successful accomplishment of all KPI’s (Volume, Productivity, SKU/bill, Active customers and
Golden stores)
Leading Joint Value creation and Joint business planning project with Large Key Accounts
Compilation and analysis of KLI (Karachi, Lahore and Islamabad) Competitor Analysis report
Nationally
Lead CATMAN Project for Diapers Category
6) Section Manager – Modern Trade (Lahore), Abudawood Pakistan (P&G Business) November
2011- June 2012
Managing large local key retail accounts such as Al-Fatah and HKB
Leading a team of 6 Sales Representatives with 50 Modern Trade Outlets
Achieved successful implementation of all initiatives in assigned section
Compliance of SBD standards and exceeding objective of 80% Golden Stores
21% growth achieved in FY 2011-12
104% Index sales Vs Target FYTD 2011-12
Successful accomplishment of all KPI’s (Volume, Productivity, SKU/bill, Active customers and
Golden stores)
7) Section Manager – General Trade (Lahore), Abudawood Pakistan (P&G Business) Dec 2008-
Oct 2011
Performance of all assigned sales activities and KPIs (Active Coverage, Bill Productivity, SKU/Bill
and Perfect/Golden stores)
Responsible for Managing and executing all Trade plans and activities in assigned territory
Managed 1100 outlets in General Trade and 50 WS
Staffed, directed and coached a sales team of 6 Sales representative for achievement of
Category wise P&G Targets
Developed deep and profitable relationships with customers which helped increase P&G’s
market share
As a SPOC of LHR-1 team ensured successful implementation of SAP
2010-11 Growth 79%, Highest Nationally
8) Territory Development Manager – General Trade (Lahore), Pepsi (Riaz Bottlers) March 2008-
Dec 2008
Responsible for maintaining and gaining market share for Pepsi, looking after its
branding activities, market development, managing competition, target
achievement and leading the entire sales team.
Managing Numeric & Weighted distribution in assigned Territory
Best Territory in Terms of Market Share – Nationally 75%
Executing Trade Marketing Activities (Trade plans, Brandings, TPR’s)
Honors & Awards
o Highest MT Growth – PC Category Unilever Year 2016
o Highest Growing Zone Chilled Dairy - 2015
o Highest Growth Region – Modern Trade P&G Business (2012/2013)
o Nationally Best Section – 79% P&G Business 2010/2011
o Winners Ariel Laps Contest – Leader
Skills
- Adapt in Using Microsoft Office
- SAP S&D Module
- Data Analysis
- Coach (P&G CBD College)
- Key Account Management
- GT RTM Restructuring
Languages
o English o Urdu
Interests
o Sports
o Trainings
