National Account Manager at Cervello Marketing (2025-11 – Present)
- Categories – Bakery, Snacking, Frozen Appetizers and HMR
- Direct Accounts | FCL, Save on Foods, Longos, Farmboy and Giant Tiger
- Brokered Accounts | Loblaws, Metro, Sobeys and Walmart
Business Development Manager – North America at Thomas, Large and Singer Inc (2024-05 – 2025-11)
Responsible for targeting and winning $5-$10Million+ clients for Thomas, Large and Singer's US and Canada Business. Built and owned top tier pipeline – Launched Monday.com CRM for Sales and Business Development department resulting in 35% workforce efficiencies
- Led Canadian business development efforts, successfully onboarding Dr. Elsey's for TLS Canada, a $6M+ business opportunity, managing prospecting, presentations, negotiations, and go-to-market execution
- Conducted market and industry research to support strategic decision-making and new client acquisition
- Prepared presentations, reports, and proposals for prospective business opportunities
- Managed end-to-end key account responsibility for Doumak Marshmallows, including trade promotion planning, execution, post-promotion analysis, and full P&L ownership
- Directed trade spend, margin management, forecasting, and profitability
- Partnered with retailers to align on pricing, promotions, and initiatives, contributing to the branded portfolio achieving $500,000 in sales
- Ensured timely and accurate retailer communications and cross-vendor alignment
- Owned TLS social media execution across LinkedIn, Instagram, and Facebook, collaborating with external digital marketing agencies to ensure content calendars, brand alignment, and performance targets were met
- Managed content creation, scheduling, audience engagement, and website optimization, including SEO, UX, and conversion improvements
- Oversaw internal communications through the employee information portal (WordPress)
- Lead cross-functional project execution – Integral member in new customer onboarding and back-end project management (Lotus Biscoff, Voortman's)
Key Account Manager – (Loblaws) at Thai United Foods (2023-09 – 2024-05)
Leading Ethnic Foods division sales for Unilever Portfolio - Loblaws National Account – Canada ($30MN Revenue). Banners: LCL, Market, Discount, Shoppers Drug Mart, Fortinos, Affiliated Independent and Digital.
- Achieved 20% category volume growth vs 2022 across Loblaws account nationwide
- Preparing and presenting Monthly, Quarterly and Annual Business Reviews and forecasts for internal and external stakeholders
- Responsible for new product listings, category development and enhancement and new product innovations for Loblaws Canada
- New innovations driving $2MN worth of business for FY 2024. Current Q1 2024 sales target achievement ($9MN)
- Effectively managing GS1 certificate creation and new article workflows listings for all banners
- Optimized PO Inventory vs fulfillment for Loblaws account achieving a record breaking 90% PO fulfillment rate in Q1 - 2024
Manager Customer Acquisition at Philip Morris International (2020-08 – 2021-08)
- Launched Philip Morris's first ever "Consumer CRM Call Center setup" for Pakistan Market in Asia Pacific Region
- Developed QR Code for Marlboro packs in Pakistan to digitize and transform customer acquisition journey linking traditional and e-commerce platforms
- Developed and pioneered ConsumerJourney Integration and Mapping for introducing RRP Portfolio for Pakistan market
- Managed revenue models, process flows, operations support and customer engagement strategies resulting in driving up repeat sales by 20%
Shopper and Customer Marketing Manager at Beiersdorf (2019-05 – 2020-07)
- Defined Beiersdorf Pakistan's (Nivea) Shopper and Customer Marketing base for Pakistan Market in MENA Region
- Partnered with the Regional Brand and Marketing team, building best in class omni-channel marketing capabilities to execute retailer centric marketing programs to drive consumption up by 30%
- Curated store layouts and planograms to fulfil orders using the shortest, most efficient route resulting in 18% cost savings
- Launched first ever national consumer promotion for Nivea deodorant portfolio driving sales up by 15%
- Digitized sales operations process via launching SAP ERP driving up operational work and time efficiencies by 20%
Brand Manager at Nestle (2018-05 – 2019-05)
- Launched branding campaigns to educate target audiences on product features, benefits and values, raising awareness by 35%
- Launched largest B2B and B2C national 360 marketing promotion campaign delivering highest-ever inbound calls and fastest sales order lead generation (Penetrated 100,000 households in 20 days of promotion run) – Highest Conversion in history
- Introduced 'state of the art' bottled water seal design, reducing imitation product complaints by 50%
Sales Manager at Nestle (2016-10 – 2018-05)
- Managed a customer base of over 350 regional customer accounts and supervised B2B institutional sales for HoReCa channel
- Coached and counseled sales personnel, assisting with individual selling efforts resulting in the highest customer satisfaction rates
- Recipient of "Nestle National Award" for achieving record-breaking sales nationwide -+18% volume growth
- Grew customer base by 100% whilst maintaining customer retention at 95% for 18 months
Senior Associate – Customer Marketing at SC Johnson (2014-12 – 2016-10)
- Developed new sales opportunities via development and rollout of promotional plans, driving market share up by 15%
- Secured first ever retail audit for SC Johnson brands in Pakistan in 2014 resulting in 15% retail operational efficiencies
- Launched first ever cross-category national consumer promotion driving retail penetration up by 20% in 2015
Distributor Account Manager at Coca Cola Beverages - Icecek (2012-12 – 2013-12)
- Established top 10 territory distributors and implemented SAP ERP driving up distribution operation efficiencies by 12% in 2013
