Ali Raza

Senior FMCG Commercial & Sales Leader with 15+ years of progressive leadership experience at Nestlé Pakistan Limited. Successfully managed business portfolios exceeding PKR 170 million per month. Delivered 9% annual business growth, and led commercial transformation initiatives including Project STAR and distributor modernization.

Recipient of multiple performance awards for sales excellence and retail execution, with a track record of building distributor capability and high performing commercial teams.

Area Sales Manager, Faisalabad Outstations - Nestlé Pakistan Limited - Faisalabad, Pakistan

(2022-03 - 2026-06)

• Managed a commercial portfolio exceeding PKR 170 million per month while delivering 9% annual business growth through disciplined sales execution, distributor capability development, and route-to-market optimization.
• Spearheaded the rollout of Project STAR by opening and operationalizing five Direct Distribution (DD) markets, converting high-potential sub-distribution territories into independent distribution operations representing approximately PKR 70 million in monthly business.
• Directed one primary handling distribution and eighteen sub-distribution territories worth PKR 100 million per month, extending market coverage and distributor performance.
• Improved distributor Route-to-Market (RTM) capability by optimizing territory coverage, distribution infrastructure, and execution standards, strengthening market reach and operational efficiency.
• Partnered with Supply Chain, Finance, Marketing, and Customer Development teams to execute commercial initiatives and improve service levels across the distribution network.

Sales Promotion Specialist, Faisalabad Region - Nestlé Pakistan Limited - Faisalabad, Pakistan

(2019-03 - 2022-02)

• Executed zonal sales promotion and trade marketing strategies aligned with national objectives to accelerate channel and category development.
• Managed trade marketing budgets and controls, directing promotional investment to the highest-return channels and activities.
• Secured business-locking contracts with key local and institutional accounts (IKAs and LKAs), strengthening preferred visibility and volume commitments.
• Led merchandising teams and third-party vendors to strengthen retail visibility, in-store execution, and point-of-sale amplification.

Territory Sales Executive, Faisalabad Outstations - Nestlé Pakistan Limited - Faisalabad, Pakistan

(2016-08 - 2019-03)

• Managed commercial execution across eighteen distribution territories averaging PKR 130 million per month.
• Developed distributor capability and field-team performance to improve market penetration and retail coverage.
• Strengthened product availability through structured route optimization and inventory coordination.

Milk Collection Officer, Dairy Development Officer, Transport Safety Officer - Nestlé Pakistan Limited - Kot Addu, Mian Channu, Kasur, Arif Wala, Pindi Bhattian, Pakistan

(2011-10 - 2016-08)

Early Nestlé Roles, Milk Collection & Dairy Development Division. Milk Collection Officer (Kot Addu), Dairy Development Officer (Mian Channu, Kasur & Arif Wala), Transport Safety Officer (Pindi Bhattian).

• Managed raw-milk collection operations, farmer and small-farm development, and quality assurance including aflatoxin control to meet Nestlé food-safety standards.
• Ensured transport safety compliance across collection routes, safeguarding product integrity and supporting continuous improvement in logistics.

Activation Support Officer - Telenor Pakistan Limited - Pakistan

(2011-01 - 2011-10)

• Supported activation services for corporate customers under the DiGi Malaysia outsourcing project, maintaining service quality and timely customer support.

MBA - Marketing - Government College University, Faisalabad (2008 - 2010)

Bachelor of Commerce - B. Com - Jinnah College, Gojra (2005 - 2007)

F. Sc - Pre-Engineering (2002 - 2004)

Matriculation - Science (2000 - 2002)