Muhammad Aqdas Muzaffar
Dubai
Summary
Results-driven Category Strategy and Development Manager with extensive experience at Arla Foods, recognized for driving market share and profitability through effective trade marketing and shopper activation strategies. Proven ability to utilize data analytics to inform category growth initiatives, achieving an impressive 8% increase in revenue. Adept at leading teams and fostering cross-functional collaboration to develop robust category strategies that yield measurable growth. Career aspirations include further refining strategic approaches to enhance competitive positioning in the market.
Overview
8
8
years of professional experience
1
1
Certification
Work History
Category Development Manager (Lead)
Arla Foods
Dubai
01.2022 - Current
- Spearheaded strategic planning and execution for a portfolio of over AED 200M, driving category growth and profitability.
- Boosted revenue by 8% through data-driven planning and optimized channel strategies.
- Leveraged Nielsen, EPOS, and Kantar data for extensive category analysis to uncover potential growth areas.
- Directed comprehensive preparation and implementation strategies for pivotal seasonal sales events including Ramadan and Back to School.
- Crafted pricing and promotional strategies for over 160 SKUs, maximizing profitability.
- Achieved category premiumization through five NPD initiatives that increased the price per kilogram by 10%.
- Led high-impact BTS campaigns that drove a substantial 5-point gain in market share for both 'Justice League' and 'Monopoly.'
- Executed strategic collaborations, leveraging partnerships such as Filli Café to expand reach among South Asian audiences.
- Drove shopper participation through an impactful sustainability-focused program.
Category & Trade Marketing Manager
Arla Foods
Dubai
10.2020 - 01.2022
- Designed and executed targeted strategies based on shopper insights, leading to a 12% rise in sales.
- Drove a 7-point market share increase for Puck & Kraft within the jars segment.
- Crafted tailored trade marketing strategies for various channels and retailers, driving an 8% increase in category sales.
- Enhanced trade spend efficiency by 20% through effective management.
- Collaborated with teams to enhance pipeline development and launch innovative products.
Category Insights & Retail Excellence Manager
Arla Foods
Dubai
06.2019 - 10.2020
- Spearheaded scaling of 'Perfect Store' project, expanding presence from 1 to 40 stores across UAE and contributing AED 11M in total revenue.
- Formulated sales guidelines, achieving a 7% increase in Perfect Stores conversions.
- Crafted Market Monitor Tool synthesizing Nielsen, EPOS, and Kantar datasets to support trend identification.
- Directed CATMAN initiative in Lulu Oman focusing on range rationalization, category structuring, and visual enhancements.
Category Manager – Arla Future Leaders Program
Arla Foods
Dubai
06.2018 - 06.2019
- Directed integration of the Kraft Cheese business post-integration.
- Enhanced market presence by implementing the 4P strategy for Puck Natural Cheese, raising market share by 5 points.
Project Manager - Arla Future Leaders Program
Arla Foods
Dubai
09.2017 - 05.2018
- Created distributor sales strategy for milk powder focusing on new product development opportunities & range optimization.
- Oversaw product launches of Puck Cream Cheese Tubs and Arla Organic Milk across Bahrain and Jordan, guaranteeing flawless execution.
Sales & Key Account Executive
Transmed (P&G Distributor)
Dubai / Ajman
10.2016 - 08.2017
- Directed group of 10 sales staff and merchandising personnel, leading to significant 20% overachievement in Ajman region.
Education
MSc - Management & Strategy
Durham University
UKBSc - Finance
American University of Sharjah
UAESkills
- Category Strategy and Insights
- Trade Marketing and Shopper Activation
- Joint Business Planning (JBP)
- Pricing and Revenue Growth Management (NRM)
- Perfect Store Execution
- Retail Audit and Market Share Analysis (Nielsen, Kantar, EPOS)
- Assortment Optimization
- Promotional Planning and ROI Analysis
- Portfolio and Mix Optimization
Certification
Disruptive Strategy, Harvard Business School
Training
- Ecommerce, Circus Street
- Shopper Centric Category Management, Nielsen
Languages
- English – Native/Fluent
- Urdu – Native/Fluent
- Hindi – Conversational
- Arabic – Basic (Reading/Writing)
References
References available upon request.
Timeline
Category Development Manager (Lead)
Arla Foods
01.2022 - Current
Category & Trade Marketing Manager
Arla Foods
10.2020 - 01.2022
Category Insights & Retail Excellence Manager
Arla Foods
06.2019 - 10.2020
Category Manager – Arla Future Leaders Program
Arla Foods
06.2018 - 06.2019
Project Manager - Arla Future Leaders Program
Arla Foods
09.2017 - 05.2018
Sales & Key Account Executive
Transmed (P&G Distributor)
10.2016 - 08.2017
MSc - Management & Strategy
Durham University
BSc - Finance
American University of Sharjah
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