Jaffer Naqvi

Managing 4 Markets: Saudi Arabia, Kuwait, Qatar & Bahrain to grow sales through effective creation and execution of the RTM strategy, improving market visibility and distribution of Bazooka Candy Brands SKU`s.

• Led a successful launch of NPD in KSA, including entry into the chew category through insight led; concept sells to the distributors, RTM planning and execution, creating channel-wise MSL/promotions, driving trial through sampling campaigns and ensuring timely execution of visibility plans. Leading to 10% increase in distributor IMS and 15% GSV.
• Collaborating with the Bazooka marketing team to set timelines of ATL campaigns in line with visibility and distribution drives.
• Lead distribution and fundamental initiatives in all markets leading to: highest market share in KSA MAT Sept 2024 in Nielsen, #1 in sugar confectionary (EPOS) Lulu – Qatar and an overall increase in weighted distribution.
• Planned and executed first ever sell out scheme with 20+ wholesalers in KSA leading to record IMS month (+20%) and sell out increase at participating stores.
• Lead design & creation of POSM with appointed agency & BCBI international marketing team improving lead times by at least 2 months.
• Over 1500+ stands implemented across all channels with over 15%-25% reduction vs prior year rates.
• Achieved double digit IMS and GSV growth year on year in KSA & Kuwait
• Developed strong relationships with key personnel at all levels of the distributors, leading to increased focus on the Bazooka brands.
• Set monthly/quarterly distribution targets by sku in all channels leading to over a 10% increase in numeric distribution.
• Restructured traditional trade pricing strategies based on market conditions, ensuring competitiveness while maintaining profitability.

Managing 3 Markets: UAE, Oman & Bahrain

• Lead UAE distributor with the right tools and training to achieve sales records in 2019, 2021,2022 & 2023 with 200% growth in GSV and 300% growth in IMS over 5 years.
• Created and launched successful seasonal promotion packs with distributors contributing to 5% of IMS.
• Lead successful planning and execution of first ever 'Buy and Win' campaign with Lulu.
• Supported distributor with key account negotiations to ensure execution of counter parts and drive better ROI on agreements- No increase in carrefour rentals in P4Y
• Achieving H1 growth of 100%+ in UAE, as well as fastest growing brand in confectionary at 81% according to latest Nielson reports (MA 19)(H1 21)
• Successfully planned and launched to 14 new SKU's across trade with all distributors contributing to 15% of UAE IMS in 2023.
• Ensured all strategies by channel, marketing support and promotion support was aligned for a smooth and BIC implementation
• Created spend tracker to effectively track distributor spend and ensure all investments are adhering to the expected ROI
• Was able to free up $100k in spend when reviewing 2018 spend
• Trained distributor sales team on Bazooka Planograms, category insights and how to concept sell to their customers
• Manage the full PNL for my territories
• Was the first in the global BCBI team to have signed JBPs with all distributors

Leading a team of 7 key account executives and 1 Field operations manager supervising 7 Field supervisors. I successfully supervised, trained, coached & enabled my team with tools to achieve desired results consistently.

• Business Development: Sales - Leading and enabling team to deliver consistent results and hitting annual growth target year on year, 110 and 107 respectively in 2016 & 2017.
• Category and Share growth – Driving growth of categories through pro-active planning and superior relationships with the retailer leading to record share reading across several brands.
• Display & feature share – Creating, tracking and executing the right plans to ensure superior visibility to meet/exceed target.
• Fundamentals tracking & compliance- Enabling team to track, share fundamentals and holding retailer accountable for compliance of fundamentals vs. agreement leading to a 20% improvement and closing at 95% total compliance.

Team Management

• Negotiation training- Trained team on best negotiation practices to enable them to better deal with customers to achieve better counter parts for investments, higher ROI, improving on/off shelf fundamentals and stock availability in store.
• Financial management training- Presented to team on how manage budgets for store level investments to ensure zero short payments from customer. Trained them on a budget sheet I created to drive consistency.
• Data analysis/Presentations - Coached team on how to analyze customer data and use to strengthen their negotiations in achieving win win scenarios. Trained team on how to structure a persuasive presentation to drive action from the customer.
• Share and reapply- Set quarterly meetings with team in which I would select a candidate to present their best practices in detail, with steps they take daily to achieve required results.

Planning & Development

• Target setting- Aligning building blocks by brand with each category manager on a quarterly basis to achieve target growth.
• Finances- Supporting finance team tally customer finances to ensure zero short payments which includes store level investments, annual agreement deductions and monthly deployments.
• Investments- Managing budget for store investments and splitting across my team based on proposals with the best ROI.

Customer Management

• Annual JBP – Negotiating and setting annual goals for the year for each individual outlet and reviewing on a quarterly basis.
• Quarterly Business reviews- Review achievement of goals quarterly with retailer vs annual joint business plan and set action steps for each party.
• Store level agreements- Negotiating annual agreements for off shelf displays at store level (Podiums, top shelf branding, deal blocks & check outs).

Achievements:

• Structure change- Implemented new structure successfully leading to growth of 107 in 2017.
• Tailor made solutions- Negotiated successfully and executed first ever branded fixture on a promotion gondola head to display regular stocks in Carrefour Deira to grow shelf and sales share.
• Corporate shares: Increased P&G corporate share in Carrefour by 4 points in 2017.
• Guinness world record – P&G, Transmed & Carrefour: Longest greeting card mosaic – Lead team to successfully execute the Olympics event to help achieve this record.

An entrepreneurial role to establish Duracell business in Electronic and Toy stores in UAE along with managing C&G stores UAE and unconventional customers such as WH Smith and Clas Ohlson at a commercial level:

• Sales Growth– By putting the right plans in place I was able to grow Electronic and Toy stores at an index of 150
• Marketing plans- Planned and executed Duracell featuring in catalogues along with in store branding across the toy store outlets
• New business- Successfully negotiated and signed exclusivity with Gulf greetings (Hallmark & The toy store) as well and starting negotiations with top electronic retailers – Sharaf DG, Jumbo, Plugins
• Product listings - Able to penetrate Adnoc UAE C&G Stores and successfully list Kellogg’s, Bahlsen & Junior snacking range.
• Annual agreements- Successfully signed annual agreement with WHSmith with counter parts.
• Additional displays- Successfully signed & implemented an agreement for off shelf displays (Impulse buy) in 70 Eppco/Enoc C&G sites for Walkers, Bahlsen & Purell
• New business- Successfully signed & implemented the opening agreement for Clas Olson in Mirdiff City Centre.

Carrefour, Lulu & Geant Hypermarkets – Food Portfolio

Planned and executed monthly initiatives along with category and range management projects with Lulu Hypermarkets head office. Additionally, managed finances to tally customer’s deductions for Lulu & Geant hypermarkets.

• 70K incremental sales per month behind new launches.
• Launch- Best in class execution by securing 15% SOS across all outlets & execution on G area podiums across all outlets on Bahlsen.
• Longest Pringles display in GCC- 50 Metermain aisle display in Lulu Barsha
• Finance- Zero short payments.
• Double digit growth across all brands in hyper channel.
• Improved feature share in Lulu to grow promoted sales up to 10%.

Carrefour Hypermarket – Non-Food Portfolio

• Sales- Develop strategic selling concepts and activities to grow P&G's business and the customers' sales.
• Customer relations -Creating indispensable partnerships with our customers where we actively work to co-create and capture value
• Account penetration-

- Building and maintaining strong customer relation to facilitate collaboration.

- Working with customer on developing joint strategies to develop right business plans to deliver the best solutions to the consumers.