Rafhan

Academic

Career

Verbatim text

Work experience
Oct. 2010 to date: Baker Street Founder & Chief Baking Officer
Major Responsibilities
• Logo and packaging design and development
• Product line development, innovation and pricing
• Research through blind taste tests, personal interviews etc.
• Supplier management, inventory control, cost management
• Social media marketing
• Business development (targeting institutional buyers)
Key Achievements
• Introduced a completely new concept of baking via product line to the Pakistani market
• Entered the LUMS market through their super store and earned an exclusive bakery contract
• Introduced a luxury packaging line apart from the standard packaging. A first of its kind in the Pakistan baking industry.
• Raving reviews in Sunday Times, Ink Magazine, Express Tribune and various online blogs
• Catered to IBA, Unilever Head Office and ICAP with Baker Street’s delights.
June 2008 – Dec. 2009: Unilever Pakistan Limited Asst Brand Manager,
Major Responsibilities
• Formulation of 2009 and 2010 brand marketing plan along with SIA (Strategy In Action) document
• Coordination with cross functional teams and third parties. Network owner for all Rafhan related projects.
• Pre-launch pipeline management
• Planning and executing relaunch events in all 6 regions of Pakistan
• Assisted in planning and execution of Rafhan relaunch on TV, radio, GT, LMT, IMT, Bachat bazaar
• Analysis of downtrend on sales due to recession and action on it.
• Lead a multi brand Ramzaan activity with third parties to touch base with our consumers.
• Liquidation plan and execution of layered jelly and traditional dessert
Key Achievements
• Set best practice of weekly network reporting and heading update meetings.
• Ensured aligned availability of new packaging across regions and respective channels
• Got the team charged to make the Relaunch a success by highlighting the brands strengths, their capabilities, markets opportunity, motivating them through incentives and regional competitions and addressing all the concerns and questions they had.
• Got first hand feedback from the market through regular market visits and addressed genuine issues which encouraged them to take the brand seriously
• Bring down leakage and damage issue of pouches from 1% to 0.3% through depot, distributor and trade audits
• Quarterly competitor tracking and market intelligence reporting was another one of my personal initiatives which helped with Rafhan’s proactive approach
• Initiative of developing 5 year catstrat for local jewel
• Usership of the brand increased from 7% to 9% putting the market share on an upward trajectory
Dec. 2007 – June 2008: ROZEE.PK Customer Care Executive
Major Responsibilities
• Creating and building sustainable client relationships
• Research and Information gathering for the update of database
• Use of proprietary CRM software and regular contact with the clients.
• Adding value to client recruitment processes by rationalizing the client needs and matching the needs to available resource.
• Up selling products to perspective clients by developing proposals
• Active participation in contract negotiations and client presentations.
• Client Support function also included training clients on ROZEE.PK’s premium recruitment tools
Key Achievements
• Significantly increased client retention through establishing the Client Support function for ROZEE.PK.
• Regular interaction with the customers and faster reaction times to meet their needs through provision of better quality resource leading to record numbers for sales and retention.
• Initiatives leading to system improvements and the start of a head-hunting cell at ROZEE.PK as a new value added service
• Over 15 clients trained to become more familiar with the services offered which leading to increased usage of the website.
• Part of the managing and implementation team for the ROZEE.PK job fairs held in Lahore, Karachi and Islamabad handling the event’s promotions and client interactions.