About
A dynamic and results-driven leader with over 16+ years of experience in the home appliances industry, specializing in sales, product strategy, marketing leadership and procurement. Proven track record of empowering high-performing teams and fostering innovation, collaboration, and accountability. Adept at driving significant business growth through consumer-centric product development, strategic procurement and high-impact marketing initiatives. Currently Head of Brand for Bissell in Riyadh, KSA, overseeing the entire business portfolio, including revenue generation, distribution, product development and brand value enhancement.
Work
Modern Electronics - Al Faisaliah Group
|Head of Brand (Bissell)
Riyadh, Riyadh Province, Saudi Arabia
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Summary
Spearheaded the entire Bissell business portfolio across KSA, driving significant revenue growth, market expansion and brand visibility.
Highlights
Heading the entire Bissell business portfolio across KSA, driving significant revenue growth, market expansion and enhancing brand visibility.
Designed and implemented robust distribution networks, achieving optimal market penetration and accessibility for emerging brands.
Led cross-functional teams to deliver innovative, market-driven products, ensuring alignment with evolving consumer needs and industry trends.
Optimized procurement processes to reduce costs while upholding high-quality standards and strengthening supplier relationships.
Cultivated a high-performing team culture focused on innovation, collaboration, and accountability, achieving key organizational goals.
Dawlance - Subsidiary of Arçelik - Beko
|Category Head Cooking/SDA & Export Division
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Summary
Managed a $120M portfolio, achieving 35% gross profit through localization amid LC challenges, and expanded export revenue.
Highlights
Managed a $120M portfolio, achieving 35% gross profit by driving localization strategies amidst challenging Letter of Credit (LC) conditions.
Revitalized Microwave Oven sales through comprehensive 360-degree marketing strategies, enhancing market performance.
Secured Dawlance's inaugural third-party assembly partnerships, significantly enhancing operational efficiency and production capabilities.
Doubled export revenue by successfully penetrating six new international markets.
Increased product penetration through integrated communication, optimized channel strategies, and targeted trade initiatives.
Dawlance - Subsidiary of Arçelik - Beko
|Category Head Cooling, LED TV & Export Division
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Summary
Led product strategy and export growth for Cooling, LED TV, and Export divisions, driving innovation and market expansion.
Highlights
Spearheaded the first redesign of Dawlance's refrigerator lineup in 40 years (2020), introducing innovations that enhanced energy efficiency and consumer appeal.
Pioneered Pakistan's first water dispenser exports to Turkey in 2019, establishing a new benchmark for international trade.
Successfully launched Pakistan's first IoT smart refrigerators, significantly transforming market dynamics and competitive positioning.
Achieved an 85% year-over-year growth in the split AC & LED TV business in 2018 through strategic turnaround initiatives.
Dawlance - Subsidiary of Arçelik - Beko
|Product Manager - Cooling
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Summary
Managed the Cooling product portfolio, launching new lines and revamping existing ones to meet consumer demands and expand market offerings.
Highlights
Successfully launched the Health Zone Refrigerators line in Pakistan, aligning product offerings with evolving consumer trends.
Revamped the Split AC portfolio, resulting in positive consumer feedback and increased market responsiveness.
Introduced the first-ever Inverter & Glass Door Freezer range, significantly enhancing Dawlance's market offerings and competitive edge.
Dawlance - Subsidiary of Arçelik - Beko
|Operations Manager - Customer Service
Karachi, Sindh, Pakistan
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Summary
Led Karachi branch operations for Customer Service, focusing on performance, growth, and high customer satisfaction.
Highlights
Led Karachi branch operations as the youngest manager, driving significant performance improvements and growth.
Achieved an 88% same-day complaint resolution rate, significantly enhancing customer satisfaction and operational efficiency.
Maintained a 94% customer satisfaction rate, consistently exceeding service expectations and improving customer loyalty.
Dawlance - Subsidiary of Arçelik - Beko
|ASM - Customer Service Planning
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Summary
Developed and managed customer service marketing campaigns and budget planning to enhance brand visibility and resource allocation.
Highlights
Developed and executed customer service marketing campaigns, enhancing brand visibility and customer engagement.
Prepared and managed comprehensive budget planning, ensuring efficient resource allocation and cost optimization.
Education
Institute of Business Management (IOBM)
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MBA
Business Management
University of Karachi
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Masters
Mass Communication
University of Karachi
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Bachelors
Awards
Best Regional Campaign Award
Awarded By
Turkey (Arcelik)
Won 1st position for the Best Product Campaign of the Region for Complete Refrigerator Revamp, selected from 11 regional campaigns across Pakistan, South Africa, Bangladesh, and India.
Best Integrated Procedures Award
Awarded By
Central Product Management (Turkey)
Awarded by Turkey after the acquisition for outstanding process integration.
Best Region Performance Award
Awarded By
Dawlance
Managed and grew the Karachi region for Customer Services, driving exceptional performance.
Gold Medal - 3rd Position in Master's in Mass Communication
Awarded By
University of Karachi
Recognized by the University of Karachi for academic excellence.
Certificates
Certified Six Sigma - Black Belt Expert
Train the Trainer
Issued By
Carnelian
Certificate in Export Management
Issued By
Leipzig University
Leadership Journey
Issued By
Dale Carnegie
Digital Product Management: Modern Fundamentals
Issued By
University of Virginia
The Art of Project Management
Issued By
Global Business Management Turkey
Skills
Leadership & Strategy
Change Management, Strategic Thinking, Team Empowerment, Commercial Negotiation, International Business/Market Expansion, Cross-functional Team Leadership, P&L Management, Strategic Planning.
Marketing & Product Management
Brand & Product Management, Product Development, Marketing Campaigns, Consumer-Centric Development, Market Analysis, IoT Product Development, Sales Strategy, Product Penetration.
Operations & Procurement
Process Improvement, Supplier Management, Procurement Optimization, Distribution Strategy, Operational Efficiency, Budget Planning, Export Management, Customer Service Management, Supply Chain Management.