Experience

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  Bat

  Apr 2016 - Sept 2021

  - Moved to Central Activation team based in HQ, leading the Modern Trade Channel, 1 of 4 wings of the Activation team. Modern Trade consists of two sub-channels: HoReCa and Organized Grocery, each led by 2 Officers in the team, along with partner activation agency.- Enjoyed highest ever volume in Organized Grocery Channel (9.2 mln units), despite COVID-induced lockdown and restrictions, ensuring continuity of operations through engagement with relevant stakeholders.- Redesigned engagement modality with Modern Trade outlets. Introduced health insurance for 2.8K+ front end workers of outlets who worked during the pandemic.- Led a collaborative project with The Daily Star, one of the leading English dailies of the country, providing MT outlet owners a wider platform for greater exposure in their businesses.- Guided team to enlist 20 new outlets in Modern Trade Channel through successful negotiations with outlet owners, while proving company's commitment to the cause to external partners during COVID-induced business slump.- Went beyond own role to implement health insurance coverage for 2K+ activation field personnel, facilitating successful negotiations between activation agencies and insurance providers.- Collaborated with Consumer Engagement and B&H Brand team in planning and executing 5 consumer seeding events before a brand launch.- Worked jointly with Digital team to identify overlapping areas of performance between e-commerce and Modern Trade, resulting in a consolidated operations between the 2 wings that resulted in savings worth BDT 2 mln per annum to the company.- Facilitated negotiations with 3 top eateries of Dhaka city to successfully enlist them in the only 24/7 open e-commerce platform of the country. Show less - Promoted from Territory Officer to lead Feni, an Area team consisting of 5 territory officers and 4 distributors with annual business turnover worth $50 mln. Feni was the only market nationally where BATB did not enjoy market leadership.- Adapted quickly into role to launch "Royals", a critical NPI launch for business at the time, to resounding success, establishing the area as a top 5 performing area nationally within L+2 days of launch by guiding team to rightly identify market opportunities. By the end of 2020, Feni contributed almost one-fifth of Royals LS SKU National volume - the highest contributing area.- Guided team to ensure 80% market compliance post-budget, despite having price disparity with other operators. 1 of only 3 (out of 21) areas to do so nationally.- Led the first ever field force upliftment exercise on behalf of Chittagong region. Ensured OTIF performance evaluation and salary increment of 1.6K field force members, along with 100% insurance coverage, through effective cross-team collaboration between central FF Compliance team and the 5 areas of Chittagong Region. Successfully guided negotiations with 9 distributors of Chittagong region to implement distributor-sponsored provident fund and yearly bonus schemes for all field force of the region.- Played a leading role in coordinating regional shipment, facilitating depletion of 39.2 mln sticks of DB Style from Sylhet and Rajshahi regions, as well as transferring 1.65 mln sticks of Royals LS from Dhaka Region to cater to market demand in the midst of a production shortfall.- Enabled team to quickly adapt to uncertain circumstance during COVID-19 induced lockdowns, ensuring continuity of business, with ZERO COVID cases among field reps due to effective implementation of safety measures. Introduced 51 additional temporary sales points in the area to ensure reach in high volume markets.- Nominated for "National Best Area Manager" in 2019. Show less - Posted as Territory Officer - Barisal 2 (under Barisal Area of Khulna Region) from April 2016 to September 2017, and as Territory Officer - Gulshan (under Dhaka Central Area of Dhaka Region) from October 2017 to June 2019.- Gathered diverse market experience from overseeing deep rural markets in first role, while receiving exposure to a core urban metro market in second role.- Effectively led vast field force of ~250 people from diverse backgrounds and differing workgroup, starting from distributary sales reps to brand and merchandising activation agency personnel.- Launched multiple cycle activities successfully:* Led the successful NPI launch of JPGL Switch for Barisal Area during tenure at Barisal 2, and B&H Platinum for Dhaka Central Area during tenure at Gulshan* Rolled out smooth transition to sales automation with zero work hour loss for Barisal Area during Barisal 2 tenure through meticulous transition planning and multiple training interventions for sales reps.* Played leading role in driving RTM efficiency in both territories. Planned monsoon contingency plan for flood-prone Barisal area to avert any sales loss, as well as implementing the biggest ever RTM changeover in BATB history in Gulshan Territory. Assisted Area Manager - Dhaka Central to also plan the RTM efficiency of Mirpur territory, the biggest sales territory for BATB in Bangladesh.- Strong implementation of market control and governance activities during pre- and post-budget every year to ensure fair price consumer purchases from point of sales.- Played an active role in training and development of Field Force by organising the first ever Sales Supervisor Convention for Barisal Area, as well as rolling out POSITIVE, a trade marketing training module for BATB, amongst the field force of Gulshan Territory. Show less

  • Channel Development Executive

    May 2020 - Sept 2021

  • Area Manager

    Jul 2019 - Apr 2020

  • Territory Officer

    Apr 2016 - Jun 2019
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  Market express ltd.

  Oct 2021 - Aug 2022

  Strategic manager - accounts

  - Consulting and Designing strategic guiding principles centered towards B2B platforms and Trade Marketing of major FMCG corporations of Bangladesh.- Leading and implementing fully automated GTM policy building exercise, identifying right B2B market players from database of 750K+ retail & wholesale outlets.- Formulated year-long Trade Marketing plans for market-critical retail outlets to drive greater share of wallet and build competitive advantage vs other operators.- Delivered approved plans worth BDT 200 mln+ in revenue for company in just 6 months, thru right identification and engagement with clienteles. Show less

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  Syngenta

  Aug 2022 - now

  Channel development manager

  - Custodian for National Channel Management & Distribution Development, driving market leadership through unique franchise-based exclusive distribution model in partnership with 450+ distributors and 12,000+ Retailers.- Driving yearly and quarterly pay-for-performance loyalty hooks for channel partners to drive USD 140+ mln business per annum, while ensuring Syngenta's outright market leadership.- Planning of brand campaigns for channel, ensuring OTIF roll-out to maximise seasonal impacts.- BD Customer Centricity Lead for Ease of Doing Business (EODB), a global project of Syngenta to streamline how our customers do business with us. Local SPOC for global and APAC regional teams.- Project manager for end-to-end integrated sales automation solution for customers, in collaboration with Syngenta APAC IT, Infosys and local solution provider. A key pillar for Syngenta BD's transformation agenda.- Responsible for reviewing and overhauling Syngenta's distribution footprint in Bangladesh, replacing below-par distributors with professional distributors. Expanded institutional distribution coverage to 10+ markets in 2023 vs 2 in 2022, introducing 2 new corporate distributors.- Launched Syngenta's E-Commerce Channel in BD, in partnership with local and multinational e-commerce partners. Achieved 120%+ against first-year KPIs.- Steering weather-index based crop insurance solution for growers, a key pillar of Syngenta BD's transformation and sustainable agriculture agenda. The largest program of its kind in Bangladesh, annually 0.5 M+ farmers receive protection for their crops against natural calamities bundled with crop inputs. Directly responsible for driving 60%+ of Syngenta BD's annual sales.- Ad-interim support to commercial team as Demand Planner and Sales Administration Manager in 2024. Responsible for driving monthly S&OP cycles, delivering commercial forecasts and managing 3P FF payroll, incentives and ToT fleet. Show less