Nabeel Niaz

Commercial and Business Transformation leader with 17+ years of multinational FMCG experience across Pakistan, Middle East, Africa, Turkey, Bangladesh, India, and Southeast Asia markets. Proven expertise in driving sustainable growth, GTM transformation, profitability improvement, category expansion, market development, and organizational capability building across emerging markets.

Head of Sales – Strategic Business Unit (Global) at Wings Group Indonesia (2025-01 – Present)

• Leading strategic food and non-food category transformation and GTM development across Nigeria, West Africa, Philippines, Middle East, Pakistan, and India.
• Delivered strong double-digit growth in Nigeria across coffee, noodles, and detergents through GTM simplification and customer engagement.
• Optimized cost-to-serve models and strengthened Pareto customer JBPs to improve commercial efficiency and execution.
• Designed GTM, sizing, and pricing strategy for Growing Up Milk and Non-Dairy Creamers category launches.
• Introduced scalable coverage models across Ghana, Ivory Coast, and Mali, delivering 3X revenue growth in focused categories.

Head of Business Development – MENA, Pakistan & Bangladesh at Wings Group Indonesia (2023-05 – 2024-12)

• Led strategic business expansion and transformation initiatives across MENA, Pakistan, and Bangladesh.
• Turned around Pakistan operations from decline to profitable growth, delivering +35% growth and +700bps GM improvement.
• Led GTM transformation, pack-price architecture redesign, and commercial simplification programs.
• Built Bangladesh JV operations from concept to commercial launch within 13 months.
• Reorganized Middle East commercial operations through revamped distributor JBPs and process-oriented commercial models.

Sales Acceleration Lead – AMET at Reckitt (2020-03 – 2021-07)

• Led commercial acceleration initiatives across Africa, Middle East, Turkey, and Pakistan markets.
• Delivered +10% TDP growth and achieved 7% regional savings through centralized commercial development.
• Built e-commerce JBPs delivering 3X business growth across strategic customers.
• Recognized globally for simplifying commercial execution frameworks.

Head of Trade Marketing – Health Business at Reckitt (2017-09 – 2020-02)

• Led Trade Marketing and Category Strategy for a +USD 90M business.
• Delivered +16% CAGR over 3 years through GTM redesign and commercial transformation.
• Expanded premium SKU visibility through 3,200+ checkout touchpoints across modern trade.
• Built compliance dashboards and execution tracking systems to improve retail effectiveness.

Regional Sales Manager – Lahore at Reckitt (2014-08 – 2017-09)

• Managed Reckitt's largest regional sales operation and led a team of 27 managers.
• Delivered the highest CAGR nationally through execution excellence and GTM redesign.
• Doubled numeric distribution across key brands through channel-specific booking models.

Category & Trade Marketing Manager at Reckitt (2012-11 – 2014-08)

• Led category strategy, GTM planning, and commercial execution for Veet, Harpic, Durex, and Strepsils.
• Managed pricing, portfolio rationalization, forecasting, and innovation planning.

Key Account Manager – Metro & Makro at Procter & Gamble (via AbuDawood Trading Company Pakistan) (2011-07 – 2012-11)

• Led national customer strategy, JBPs, and modern trade development initiatives.
• Managed customer partnerships, contracts, and category growth programs.

Category Manager (Buyer) – Dry Grocery & Imports at Makro (SHV Holdings) (2006-07 – 2008-08)

• Managed imports, assortment planning, supplier negotiations, and category profitability.

MSc in Financial Economics – University of Exeter (2009)

BSc (Hons) in Economics, Minor in Mathematics – Lahore University of Management Sciences (LUMS) (2006)