Abdur Raffay

About the Candidate

An accomplished sales professional with a background of more than twelve years in sales distribution, marketing, and technical sales. A proactive team player motivated by continuous learning, dedicated to leveraging marketing skills and management acumen to enhance company reputation and exceed revenue objectives.

PROFESSIONAL EXPERIENCES                                                                                                                                   _

Philip Morris Pakistan Ltd

Channels Key Account Manager                                                                                       Jan 2023 – April 2024

• ·       Developed and executed strategic plans to nurture and grow key channel accounts, including E-commerce       platforms, fostering long-term partnerships and driving revenue growth.
• ·       Established and maintained strong relationships with key stakeholders within channel partner organizations, including executives, sales teams, and technical staff, as well as E-commerce platform managers.
• ·       Achieved and exceeded sales targets by identifying opportunities for upselling, cross-selling, and expanding the product portfolio within channel accounts, both traditional and E-commerce.
• ·       Proactively addressed any issues or challenges faced by channel partners and E-commerce platforms, ensuring timely resolution and maintaining high levels of partner satisfaction.
• ·       Conducted market research and competitive analysis to identify emerging trends, market opportunities, and potential threats, informing strategic decision-making for both traditional channels and E-commerce.
• ·       Responsible for ensuring correct stock levels at each LMTS, E-Commerce Warehouse and wholesaler are maintained, and that the channel teams are covering agreed universe productively
• ·       Agree stock norms for store / shelf for lead brands with key accounts and ensure compliance.

Area Manager                                                                                                                               Jan 2018 – Dec 2023

Philip Morris Pakistan Ltd.

• ·       Acting as prime interface between PMI and its distributors, onsite regular market visits, opening of new outlets and manage promotion activities in order to increase business in low-lying areas.
• ·       Implement Area Business Plans in line with the business objectives. Ensure achievement of shipment volumes/in market sales and secondary sales along with other distribution related KSIs (Coverage, Hit rate and Call Frequency). Additionally, ensure effective communication and implementation of Sales Cycle Plan.
• ·       Effective Implementation of Distribution Strategy and ensure required distribution infrastructure including human and mechanical resources, warehouse and proper premises. Develop business acumen and interest of Distributor to fulfil required business needs.
• ·       Develop DSRs through On the Job Coaching by Work with process. Develop relationships with trade directly & through DSRs and leverage these relationships to capitalize on business growth opportunities and to achieve smooth execution of business.
• ·       Maximizing sales strategically through marketing campaigns, negotiating with retail touch points that includes product positioning, visibility and investments.

Trade Marketing Executive                                                                                                    Sep 2016 – Dec’17    Philip Morris Pakistan Ltd.

• ·       Ensuring all objective tasks in terms of availability, visibility, volumes, margins and achieving customer price of products within the assigned territories
• ·       Assuring brand visibility by monitoring promotion activities which includes managing distribution staff efficiently in terms of; route and inventory planning, and ensuring all other operations related to distribution activities.
• ·       Managing ad hoc distribution related issues and help them regularly meet business targets devised by PMI’s regional periodic sales plan.
• ·       Maintain essential data on competitor’s moves, sales performance in order to assure Area Sales Managers, Territory and Zonal Managers fully informed in order to effectively assist them in business planning.

Project Manager                                                                                                                          June 2015 till Aug’16

The Wizards Pvt. Ltd (Outsourced Marketing Project of Philip Morris International)

• ·       Leading company’s brand communication project for the entire Philip Morris International (PMI) Pakistan portfolio encompassing design and execution of trade marketing and distributional initiatives with the assigned region.
• ·       Managed team of large sales force to deliver product range including route assignment and conducted trainings on distribution strategies.
• ·       Ensuring liaison between retailers and PMI regional office team, communicated new schemes and other policies by rival brands.
• ·       Provide PMI with management performance reports on project progress, weekly sales reports, as well as resolving queries according to client’s objectives.

Business Executive                                                                                                                     June’13 – Mar’2015

KZK Group Industrial and Commercial Co

• ·       Consultative selling of heavy industrial equipment through and business development by generating new leads within the target market.
• ·       Conducted onsite industrial surveys for technical specifications and handled port centric logistical arrangements for inland long-distance transportation of heavy equipment to client sites.
• ·       Responsible for warehouse issuing, product verification for client requisitions, monitoring delivery according to client specifications and coordinating with technical after sales staff (assembling folk lift equipment.
• ·       Strong technical understanding of forklift equipment, enabling effective communication with clients regarding specifications and functionality.

Corporate Sales Executive                                                                                                  July’2012 – May’2013

Ora Tech Systems Ltd. (Software Solutions) 

• ·       Generated sales leads and procured new client contracts through promotion of company services and product sales pitch. Demonstrated ability to identify client needs, present tailored solutions, and close deals effectively.
• ·       Proficiency in understanding and explaining complex IT products and services to potential clients. Ensuring high satisfaction levels and repeat business.
• ·       In-depth understanding of IT products, software, and services, including features, functionalities, and competitive advantages. Ability to conduct market research to identify potential clients, analyze competitors, and develop effective sales strategies
• ·       Experience collaborating with cross-functional teams, including technical support, marketing, and product development, to meet client requirements and achieve sales targets. Strong analytical and problem-solving skills to address client concerns, overcome objections, and propose innovative solutions.

EDUCATION  

Masters of Business Administration                                                                                                                2012-2013

Major: Supply Chain Management

Muhammad Ali Jinnah University

Bachelor of Business Administration                                                                                                             2008-2011

Major: Marketing

Muhammad Ali Jinnah University

Achievements    

• ·       Recognized with the consecutive ABCD Award for outstanding performance two years a row.
• ·       Achieved and exceeded sales targets by identifying opportunities for upselling, cross-selling, and expanding the product portfolio within channel accounts, both traditional and E-commerce.
• ·       Developed initiatives in sales strategy that successfully led to revenue and market share growth in highly competitive difficult areas in the region.
• ·       Achieved the highest annual sales milestone by successfully closing deals on 50 forklift units, showcasing exceptional sales acumen, dedication, and contribution to organizational success.

Certificates  

• ·       Change Agility In The Workplace
• ·       How To Unlock Your True Potential
• ·       Learn To Thrive Through Change
• ·       Life & Career Coaching For Yourself Using The Grow Model
• ·       The Leadership Model
• ·       Time Management Troubles
• ·       How Can I Speak Confidently About Our Vision
• ·       How To Sell Anything
• ·       Perception & Behavior Assessment
• ·       Post Market Surveillance

SKILLS   

• ·       Technical Knowledge & Market Research
• ·       Sales Expertise & Communication Skills
• ·       Customer Relationship Management
• ·       Negotiation Skills & team Collaboration.
• ·       Problem-Solving Abilities & Adaptability