FARHAN PASHA

• Reporting directly to GM, my key responsibilities include overseeing and monitoring the overall business operations, ensuring seamless execution and optimal performance across all departments.
• Spearhead the Trade Merchandising Division, driving performance and strategic direction.
• Lead a robust team of over 450 permanent employees, fostering a dynamic and productive work environment.
• Oversee the entire Profit & Loss (P&L) framework, ensuring financial health and operational efficiency.
• Champion business functions, operations, and development, propelling organizational growth.
• Craft and implement tactical strategies in collaboration with project managers to navigate daily operational challenges.
• Manage key accounts including industry leaders such as Coca- Cola, Mars Gulf, and Transmed, delivering exceptional service and results.

• Reporting to CEO, I was accountable for Top-line & Bottom-line growth of the business with turnover of almost a billion Pk Rs. Successfully launched a tea brand with 2 distinct variants.
• Successfully established a tea brand, introducing two distinct variants to the market.
• Spearheaded the entire brand launch process across various trade channels for “Gharana Special Mixture” and “Strong Dust” brands.
• Conducted comprehensive research and development to establish brand identity, including the creation of a trademark logo, packaging design and POSM.
• Strategically identified target markets and validated the sales distribution plan formulated by the Sales Manager for the brand rollout.

• Initiated this SBU with collaboration of Halai Group, starting with 6 employees in HO and successfully established 3 regional offices with work force of 25 employees in 3 years.
• Pioneered the venture with a focus on Below-The-Line (BTL) marketing, overseeing brand and workforce
• development.
• Managed end-to-end project execution, ensuring nationwide success and timely delivery.
• Orchestrated a variety of innovative marketing initiatives to enhance brand visibility and engagement.
• Conducted comprehensive consumer research to gauge different brand perception and demand.
• Refined and implemented an effective in-store brand demonstration strategy to boost consumer
• experience.
• Fostered strong relationships with clients, suppliers, and brands, effectively communicating product and
• marketing strategies.

Association with brands like: Tapal tea, Mondelez (Tang and Dairy Milk, Bubbly trade launch), Shan Foods, Hilal

Foods, McDonald’s, Fed Ex, Mezan Foods, Haleeb foods & Nokia (1st ever visibility drive on the sea), Loreal etc.

• Responsible for developing and implementing strategies for a diverse range of brands from MNC to local market leaders, along with over-all project management nationwide.
• Spearheaded strategic development for diverse brands, from multinational corporations to domestic

powerhouses, ensuring comprehensive nationwide

project oversight.

• Excelled in strategic planning, transforming client briefs into actionable and successful roadmaps.
• Expertly supervised vendor relations, ensuring seamless operations and quality deliverables.
• Supervised meticulous budgeting and resource allocation, maximizing efficiency and cost-effectiveness.
• Demonstrated exceptional project management skills, leading to the successful execution of high-profile

campaigns.

Contributed to the growth of leading brands such as Knorr, Qubee, Dalda, Omore, Olpers, and Pond’s from agency

end.

• Reporting to CEO, my role involved overseeing project management and maintaining relationship with clients and to ensure projects objectives are achieved.

• Responsible for achieving sales target with dedicated sales team for Toyota and Daihatsu variants.

• Started career as Sales Executive, I experienced extensive growth ended up with my role in the capacity of company GM, looking after the entire business operations along with development of new markets abroad.