Obaid Ahmed

Results-driven Sales & Distribution professional with over 15 years of progressive experience in FMCG, managing large-scale distribution networks across Karachi. Proven track record of delivering multi-hundred-million PKR revenue targets, leading high-performance sales teams, and driving P&L outcomes for major brands including Coca-Cola, Nestle, and Cola Next. Adept at business planning, team capability development, and market strategy execution.

Area Sales Manager – North Zone (AASM) - Meezan Beverages (Cola Next) - Karachi, Pakistan

(2025-09)

• Leading 5 distributions of Cola Next Karachi, covering the entire Cola Next portfolio.
• Spearheading a team of 13 Order Bookers and 3 Territory Sales Officers.
• Responsible for delivering sales volumes as per assigned targets.

Business Manager – Coca-Cola Business Unit - Greenmax Pvt Ltd - Karachi, Pakistan

(2020-09 - 2025-08)

• Led Greenmax Coca-Cola Business Unit — the second-largest Coca-Cola distribution in Karachi — covering the entire Coca-Cola portfolio of approximately PKR 900 million, with cold assets valued at approximately PKR 120 million.
• Spearheaded a team of 15 Pre-Sellers, 15 Salesmen, and support staff including KPO, Accountant, and Admin.
• Delivered sales volume targets while ensuring adherence to 16+ KPIs.
• Formulated annual business plans and distribution strategy aligned with Coca-Cola's vision.
• Effectively managed P&L of the Coca-Cola Business Unit for optimal resource utilization.
• Executed team capability development initiatives and drove continuous performance improvement.
• Leveraged strong market insights and competitor intelligence to sharpen execution strategies.

Distribution Manager – Coca-Cola Business - Al Aziz Beverages - Karachi, Pakistan

(2014-10 - 2020-08)

• Led Al Aziz Distribution covering the entire Coca-Cola portfolio with revenue of approximately PKR 500 million.
• Managed a team of 8 Pre-Sellers, 8 Salesmen, and the distribution operations team.
• Drove volume growth, new outlet acquisition, market share expansion, and product availability.

Area Sales Manager - Gujranwala Food Industries Pvt Ltd (JOJO) - Karachi, Pakistan

(2014-01 - 2014-09)

• Oversaw Sales & Distribution Management, Sales Forecasting, and Growth Analysis.
• Led a team of 6 Territory Managers covering entire Karachi to ensure business profitability and market share maximization.
• Carried out distribution reformation to enhance coverage, reach, and numeric & weighted distribution.

Area Sales Manager - Global Brand Pakistan (Supermax) - Karachi, Pakistan

(2012-06 - 2014-01)

• Designed and laid the foundation of the brand's distribution network.
• Led 6 distributions and 6 supervisors across Karachi, ensuring volume target delivery and market share growth.
• Initiated training and development programs for Supervisors and the Distribution Sales Force.

Branch In-Charge – Nestle Business - Burque Corporation Pvt Ltd - Karachi, Pakistan

(2010-10 - 2012-05)

• Managed the complete Nestle Food & Beverages and Nestle Waters portfolio across assigned areas.
• Increased branch revenue by 32% year-over-year through cost rationalization and volume enhancement.
• Led a team of 18 Order Bookers and 18 Deliverymen while managing all distribution staff.

Bachelor of Commerce - B.Com - University of Karachi (2002)