Majid Khan

15+ years of proven track record in trade marketing, sales, distribution management, marketing, E commerce, P&L management, category management & budget management across regions (KSA & Gulf)

BBA U.C.P (University of Central Punjab) Lahore, Pakistan

• Sales & Marketing Manager, Apical (US$ 700 Mill), 01/01/23, Present, Developed & implemented a complete business plan for launch of Palm Oil & Fats across Middle East focusing mainly on TT & WS channel with Tins., Increased total business revenue by USD 8M with the current customer base., Increased new customer base by 50% & generated revenue of USD 2M for niche category of Specialized Fats., Shortlisted and finalized distributors for new markets like Jordan, Egypt & Pakistan., Work closely with the R&D department to develop niche products based on new markets/segments requirements.
• Senior Trade Marketing Manager, SAVOLA FOODS, 07/01/18, 12/31/22, Developed WS & TT channel strategies for KSA, UAE & Bahrain to penetrate with Afia SFO. (TT distribution increased by 20% with lucrative schemes and incentives for the Sales Team & Customer)., Leading the WS & TT teams from each distributor across regions to improve distribution levels with extensive market visits and competitor analysis., Developed effective RTM strategy for TT to get real time information for management to have focused drive of Sales force. Information reporting on Daily Route Analysis, Route & Daily Achievement Report (RADAR), ECO, Bill Productivity etc resulting in increased numeric & weighted distribution and drop size., Preparing annual sales and trade marketing plans/investments budgeting by segment (region, channel & SKU level), volume & value growth (to meet long term objectives) across all categories & channels., Devising a winning pricing structure for WS, TT & KA to sustain the raw material price fluctuations and maintain parity within each channel., Close monitoring on competitor movements for devising strategies to increase the market share across all channels.
• Marketing Manager, SAVOLA FOODS, 07/01/12, 06/30/18, Successfully launched and managed the complete Olive Oil business across Arabia (sales, forecasting, distribution, new launches, financials etc.) with double digit growth since launch., Increased distribution for Afia EVOO across all channels especially in WS through bulk SKU’s., Developed & executed new trade promotions in MT channel (Ramadan Promotions, cross brand promotions), Ramadan Gift Promotions (with gift items exclusive for major key account’s), Cross brand promotions with Osra, Tilda, Puck Cheese to reduce TM spend and increase awareness., Developed & launched new SKU in the sunflower oil category (3.5Ltr SKU) which contributed to 18-20% of the sales., Planned, managed and executed “Step towards good health with Afia” consumer promotion nationally resulting in 35% increase in sales., Developed and implemented Planograms and POP across all channels to improve visibility (Hyper Media, Planograms), Managing all the BTL activations across all channels with focus on the Upper end.
• Assistant Manager, SAVOLA FOODS, 12/01/08, 06/30/12, Expanded product portfolio of oil category through launching SUN VITA in the blend category focused on TT & WS., Entered the blend category by launching an Economy Sunflower based blend “Sun Vita”, Developed a complete business plan with 5-year strategy for the blends category based on the forecasted RM prices and margins., Comprehensive work on retail audits, brand health trackers, U & A’s, packaging research, market size estimation, distribution check studies etc., Successfully managed TMI and promotions in all channels., Developed a complete booklet in the form of a sales presenter to train the sales force as a guideline to effectively implement the core & non-core SKU’s.
• Senior Account Executive, Nielsen, 03/01/06, 11/30/08, Providing day to day analytical support to clients mainly in the GCC Region., Handled clients like Nestle, Savola, Philip Morris, Clorox, Aujan, Al Islami, Unilever, PepsiCo & worked on various categories like Edible Oils, Personal Care, Ice Cream, Snack, Ghee, Confectionary, Frozen Meat, Topical Analgesics, Tobacco etc., Ensure that business users of retail audit data understand the limitations of research and analyze data accordingly., Preparing in-depth analytical presentations to review markets and identify issues pertaining to the retail environment of that market & category., Co-ordination with Consumer Research for integration of information to generate insights for the client in a holistic business perspective.

• Trade Marketing & Category management.
• Channel Development (WS, TT, MT E-Commerce).
• Pricing, Promotions, Executions.
• Sales & Distribution Management.
• Retail Audits, Distribution Check studies.
• P&L
• Strategic Portfolio planning & forecasting.
• Coordination with regional stakeholders & SBUs