MAHMOOD SADIQ
OBJECTIVE
To carve out a career in customer management line, utilize sales/ distribution management,
trade marketing experience, acquired expertise and commitment to
excellence to play a positive role in the development of organization.
PERSONAL INFORMATION
Mailing Address:
Cellular:
E-mail:
House # 705-N, Samanabad
Lahore, Pakistan
+92 0344 4647087, +92 0300 9420704,
ch.mahmoodsadiq@yahoo.com
ch.mahmoodsadiq@gmail.com
+92 0300 8879494
EDUCATION
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M.A Economics
Professional Diploma in Marketing & Sales Management
“ Import & Export Management ”
Punjab University, Lahore.
Pakistan Institute of Management, Lahore.
Ministry of Commerce, Govt of Pakistan
WORK EXPERIENCE
Deputy General Manager – Channels/ Sales / Business Development
Dec 2009 – Till to date
QARSHI
Industries Pakistan
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Look after nation wide sales/ channel management & development relating to ready to drinks (RTD), Powder drinks,
Mashroobat, Johar Joshanda, Springley Mineral water, Jams, Murabajat & Honey.
Provide leadership to the team in achieving business goals & objectives.
Develop business (sales & trade marketing) strategies / policies and to implement them.
Provide realistic forecast on monthly basis on national basis by assessing business opportunities & analyzing
competitive behaviour.
Identify / develop channel architecture and planning/ executing local trade/ consumer led activities
Regional Sales Manager- (Central Division)
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May 2006 – Nov 2009
IFFCO Pakistan (Pvt) Ltd.
Setting goals for the region/ area/ territories/ towns/ ASMs/ sales executives and to be achieved through strategic sales
planning, budgeting, organizing, controlling and evaluating the results.
Develop profitable business & grow existing base by training/ developing sales team while providing them hands-oncoaching & guidance in order to build/ strengthen a motivated team capable of meeting business challenges.
Handle a large sales team and sizeable distribution network relating to Oil & Ghee, toilet soaps, Instant drinks, cream
wafers biscuits, Tiffany tomato ketch-up/ Noor Mayonnaise.
Manage the performance & commitment of distributors/ their sales force, the wholesale & retailers through utilizing field
sales force under the control.
Exceed volume benchmarks/ maximise sales of company products by ensuring widespread effective distribution of
products in line with marketing agreed polices.
Appoint strong & motivated distributors for effective sales & distribution of company products.
Explore & develop ODF bulk business through the induction of bulk dealers in the towns.
Provide effective leadership to regional team and act as a catalyst/ motivator.
Actively keep abreast of advancement in the industry and be aware of the market trends, strategies and activities of
competitors and new business opportunities.
Monitor & maximise the sales through existing channels as well as developing new one’s.
Initiate various sales activities to improve the company’s product availability/ visibility.
Manage depot affairs to ensure smooth operations to towns through planning/ delivering of stocks against orders and
also keeping a check/ to ensure the effectiveness and efficiency of transportation system.
Regional Manager- Fsd/ Multan Division
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English Biscuit Manufacturer (Pvt) Ltd
Responsible for the overall sales operation of biscuit categories relating to plain sweet, cream & crackers segment.
Achieve monthly regional sales targets and business objectives through effective/ strategic sales planning, regular
reviews and prompt / pre-emptive actions, execute trade marketing and merchandising activities.
Provide regional sales forecast (RSF) for the region/ areas/ territories.
Ensure that all the company products are available/ visible at the market place as per the SKU policy and recommend
ways & means to further improve them and initiate promotional activities with utmost follow-up & its monitoring.
Ensure efficient functioning of sales team by regular field contacts/ monthly meetings and assist them in overcoming
their difficulties.
Ensure distributors infrastructure in place & review it periodically to address the need.
Development of own & distributor’s sales staff through on the job / in-house training courses.
Report on market conditions / competitors activities and provide inputs to counter them.
Ensure that town/ market visit report issued by the ZM/ Sales Officer is strictly maintained and recommendation thus
made further discussed.
Assess and analyze quality complaints and report when necessary.
Develop business (sales & marketing) strategies/ policies and to implement them.
Ensure that distributor is only selling within his area and not dumping.
Identify poor performing distributors with clear action plan along with deadline.
Business Development Manager- Central
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March 2003 – April 2006
2002
Kolson
Manage the entire sales operation relating to chips, snacks, vermicelli’s & pasta (spaghetti, macaroni & noodles)
Responsible for the achievement of monthly sales target by providing leadership & guidance to team, motivating the
customers, taking full advantage of sales opportunities and implementing agreed sales policies.
Review coverage / callage productivity standards and develop plans to further improve them by sections/ towns/
territories.
Monitor business / team performance for urgent actions.
Regularly review branch selling/ non-selling expenses and keep them at the barest minimum level.
Develop institutional sales strategy & acquire exclusive selling rights at leading institutions/ amusement parks/ canteens.
Grow business by developing the capabilities of sales team through coaching model (explain, demonstrate, practice &
feedback)
Provide realistic forecast on monthly basis for the region by assessing business opportunities & analyzing competitive
behaviour.
Identify / develop channel architecture and planning/ executing local trade/ consumer led activities.
Unit Manager
2000 to 2001
Pepsi Cola Bottlers- Punjab Beverages Pvt Ltd
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Manage sales & distribution networks / trade marketing of entire beverage portfolio i.e. Pepsi, Miranda, Teem & 7-up.
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Develop profitable new business and grow existing base by selecting, coaching and training the regional team.
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Be the voice of the regional customers within Pepsi Cola.
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Achieve regional sales targets and business objectives through effective/ strategic sales planning, regular reviews and
prompt/ pre-emptive actions, execute trade marketing and merchandising activities.
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Manage the performance & commitment of distributors through area managers/ sales officers, provide effective
leadership to regional team and negotiate sales exclusivity contracts with key accounts.
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Develop / maintain sales & distribution channels and execute brand management strategies, promotional activities
(consumer/ trade led)
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Develop regional base focus activity plan ( existing vs. planned) covering the following beverage fundamentals and
ensure its proper execution through regional team and monitor / review on regular basis;
 Coverage status.
 Empty management.
 Infrastructure (glass float, fleet/ sales force strength/ development).
 Execution standards (sales development, distribution, productivity & execution objectives).
 Tools of trade (freezers/ visi-coolers, pet/ bottle racks, ice chest).
 Signage.
 Sales targets (core brand & packages).
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Zonal Sales Manager/ Sales Operations Manager/ Assistant National Key Accounts Manager
1982 to 1999
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Uni-Lever Pakistan Limited
Responsible for the overall sales operation of Detergents (washing powders, vim, washing/ carbolic/ toilet soaps),
Personal Products (hair/ dental/ skin care), Hot beverages (Lipton & Brooke Bonds) and ODF (Dalda, Planta, Blue Band
Margarine) in main and lower strata towns of North, Punjab & Sindh.
Develop business (sales & trade marketing) strategies / policies and to implement them.
Achieve short and long term targets through field force and distributors.
Jointly responsible regarding policy formulation with the GM-Sales for the determination of sales objectives & drawing
plans to achieve these objectives.
Manage the performance & commitment of the distributors through sales team.
Monitor performance of brands for the region/ area/ territory/ town and suggest trade activities to improve them.
Conduct monthly review meetings with the sales team to discuss sales performance during the month.
Ensure re-organisation of outlets/ sections/ towns/ territories/ areas on regular basis.
Follow up against counterfeit/ infringement in the region with the controller infringements/ counterfeits.
Analyze distributors profitability and take suitable action on higher 40%/ below 25%/ ROI accordingly.
Initiate various sales activities to improve the company’s product availability & visibility.
Conduct effectively sales managements and training functions to improve market share.
Handle office/ field/ Depot operations effectively and co-ordinating with the Marketing Department.
Maintain active relations with customers and be aware of the attitude/ perceptions of customers, the trade and
professional bodies.
Act as a TQ-Coordinator to implement the process of Total Quality- Principles, tools, techniques and assist individuals/
teams to carry out improvement activities/ encourage quality initiatives.
Zonal Representative 1979 to 1981
Pakistan Tobacco Company
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Manage the sales & distribution of cigarettes i.e. Gold leaf, Capstan, Wills, Woodbine, Plaza in lower & upper strata
towns.
Constantly review ECD’s and OCB’s of distributory markets revising them whenever necessary. Also ensuring that
distributors ordering are correct and despatched punctually. Moreover, also recommend upgrading of outstations when
necessary.
Ensure that records maintained at distributors premises are up-to- date and useful for market analysis, work planning
and target setting. Also to see that distributors are well briefed regarding company policies.
Information on competitive selling arrangements, competitive estimate and competitive outdoor sites is maintained and
kept updated in each distributory market.
Ensure that distributor’s staff are properly equipped & trained to undertake their job effectively and to exploit all selling
opportunities.
Ensure that coverage of market through direct delivery is upto agreed standard and to constantly review that direct
delivery system is efficient and delivery plan takes into consideration work load, viz-à-viz distance, density and turnover
of outlets.
Visit all important outlets e.g. retailers, wholesalers, special outlets to gain first hand information of the market e.g. brand
trends, competitive activity and distributor service to trade.
Identify and exploit all opportunities for sales promotions including events like Melas & Mandis etc.
SKILLS LEVEL
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Negotiation skill.
Channel management.
Strategic business direction setting.
Strong interpersonal & communication skills.
Possess entrepreneurial drive & highly motivated towards achievement.
Training needs analysis (TNA) & special training workshops on sales & distribution basics.
Proficient in Microsoft Office (Word, Excel & PowerPoint)
PROFESSIONAL COURSES/ SEMINARS ATTENDED
A- From Other Prestigious Institutions:
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Skills in selling from Pakistan Institute of Management (PIM)
Management course for junior executives from Pakistan Institute of Management (PIM)
Human relations and interpersonal skills from Pakistan Institute of Management (PIM)
Professional empowerment from Kudos, Zeal, Renewal (KZR), an international management consultant/ trainers.
Sales Force Management from Lahore University of Management Sciences (LUMS)
Time Management Workshop from Kudos, Zeal, Renewal (KZR), an international management consultant/ trainers.
Total Quality Management (TQM) from Lahore University of Management Sciences (LUMS)
“Organizing yourself” (Marketing Perspective) from director IBA Punjab University, arranged by Marketing Association of
Pakistan.
“Successful Branding” by Marketing committee of Lahore chamber of commerce(LCCI) via sharing the success stories
of;
1. Chen One…………… ………by Mian Kashif Ashfaq, COO
2. Netsol Technologies…………by Salim Ghauri, CEO
“Brand Activation” by marketing committee of Lahore chamber of commerce (LCCI) through Mr. Aly Raza syed, Director
Business Development in Kohinoor Solutions Private Ltd.
“Unveiling the Mystery of Mystery Shopping” from Mr. Aftab Anwar CEO, Startex Marketing Services, arranged by
Marketing Association of Pakistan.
“Sales Channel Architecture & Key Account Management” from ICIL Business training, Karachi.
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“True power of vision & strategies to turn around businesses” by Mr.Saad Amanullah Khan, CEO Gillette Pakistan Ltd,
arranged by Marketing Association of Pakistan.
“Workplace Spirituality - Trends & Need” by Mr. Faiez H. Seyal, Ace Consulting Group, SHRM Program, Harvard
Business School.
“Leveraging Organizational capabilities through OD interventions” by Dr. Aamir Murad, Executive Vice President OD &
HR Planning, PTCL (Etisalat).
“Importance of soft skills in Management” by Mr. Arif Ejaz, MD Adamjee Insurance & KSB Pumps at Packages Lahore.
“Online Marketing: The Next Wave” by Mr. Monis Rahman, Chairman & CEO, Naseeb Networks, arranged by Marketing
Association of Pakistan.
“Talent Management, Challenges & Returns for Organizations” by Mr. Naushad H. Javaid, Manager OD, Telenor
Pakistan.
An international management conference by MAP (Management Association of Pakistan) on “Preparing the businesses
for the post recessionary challenges” as per the followings detail;
12-
3456-
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“Strategic Response to the Crisis” by Abdul Razzaq Dawood, Chairman Descon
Engineering.
“Globalization- its implications for Pakistani Business and Entrepreneurs” by Irfan Mustafa,
Senior Vice President & MD YUM! Restaurants International Middle East, North Africa,
Pakistan & Turkey Region.
“Shaping the Post-Crisis World” by Waqar A. Malik, CEO ICI & Azhar Ali Syed MD Tetra
Pak Pakistan Limited.
“Innovation & Entrepreneurship” by Sarfraz A. Rehman, CEO, Engro Foods.
“Innovative Business Models for Entrepreneurs” by Ms. Kristina Nyzell, MD Disruptive Play
FZ LLC.
“Family Enterprise & Succession Planning “by Samad Dawood (Chairman, Dawood Group
of Companies), Syed Hyder Ali (MD Packages Ltd), Haroon Qasim (CEO, Shield &
PharmEvo), Omar Saeed (COO Service Sales Corporation), Khalid Awan (Chairman TCS
Pvt Ltd),
In-House Courses :
Field force sales training programme by M/s Pakistan Tobacco Company.
Lipton / Lever Marketing Module Seminar by M/s Lever Brothers Pakistan Ltd.
Seminar on Managerial skill by M/s Lever Brothers Pakistan Ltd.
Lipton / Lever presentation skill seminar by M/s Lever Brothers Pakistan Ltd.
Administrative supervision by M/s Lever Brothers Pakistan Ltd.
Selling/ Merchandising system for distributor’s sales force by M/s Lever Brothers Pakistan Ltd.
Seminar on improving managerial performance by M/s Lever Brothers Pakistan Ltd.
Total quality management by M/s Lever Brothers Pakistan Ltd.
Customer Excellence – Winning Every Key Account (WEKA) by M/s Pepsi Cola International.
Territory University Workshop organized by M/s Pepsi Cola International highlighting four tools (disciplined Approach,
Time to Sell Process, Clarifying the process of Selling & to build selling skills, Cost to serve) in a planful capability
building journey for frontline sales team.
Managing Customers by M/s EBM.
Management Excellence by M/s IFFCO.
KEY ACCOMPLISHMENTS/ PROJECTS
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Tea Sachet presentation – singles or strings using TQ-tools.
Hot tea shop - reference guide for DSR.
Steps taken to control Oil & Dairy fats (ODF) damages..
Oil & Diary fat (ODF) Sales Incentive scheme.
Proposed Bonus Scheme for detergents, personal products, tea & ODF.
Re-distribution discount.
New Era of Relationship – Field management / Distributors.
Proposed Sales procedures & systems – LBPL.
Model distributor profile.
Distribution drives concept & Dryouts.
Spotlight on working, management & marketing of utility stores corporation of Pakistan.
National Key Accounts – USC/CSD.
Low cost re-distribution.
Achieving Excellence in Measuring DSR’s performance.
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Project “BULL”- Separate Distributor’s salesman for detergents / personal products.
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- Mode of trade deals
- Tea outer configuration.
Calculation of distributor’s return on investment (ROI) and actions to improve it.
Channel strategy for detergents / personal products / Tea / ODF.
Uniformity of formats upon the merger of Lever/Lipton (formats being used at distributor, field management, depot and
regional office level).
Importance of trade & trade oriented activities when stepping into 21 st century.
Distributor commitment
Quality, availability & visibility.
Role of distributors
Role of DSR
Computerization
Effective merchandising
Re-organization of outlets, sections, towns, areas & zones with respect to selling & delivery systems.
Rationalization of distributors.
Carbonated soft drink (CSD) outlets survey – facts / analysis.
Exclusive selling rights of chips / snacks at Pakistan Railway & Daewoo.
Institutional selling plan for chips / snacks / pasta.
Pasta penetration.
Salesman pocket guide.
Daily schedule.
6 tools of trade coverage.
9 steps of sales call.
Selling & role of sales person in new millennium.
EBM W/s Prize Scheme.
Sales Converter Activity in M/s EBM.
Rio/ Ringo/ Sooper Town Storming.
EBM-Merchandising Activity.
Successful roll out of IFFCO/ establishment of Faisalabad / Lahore region in terms of strong distributors/ infrastructure/
sustainable volume.
EXTRA CURRICULAR ACTIVITIES
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Reading computer & Sales Management books.
Member of Marketing Association of Pakistan (MAP).
Member of Pakistan Institute of Management (PIM).
Member of Management Association of Pakistan (MAP).
Member of executive Alumni Association of Lahore University of Management Sciences (LUMS).
REFERENCES
Will be furnished on request.