Hafsa Bakhtayar

Experience

• 

  Unilever

  Jun 2006 - Aug 2006

  Research Associate

  - Analysed the supply chain, Marketing and customer development departments- Conducted research activities to determine consumer choice and preferences among various tea brands- Undertook on ground research in the market to collect data and surveyed retailers- Partnered with external Designers/Consultants in advertisement design strategies for Unilever - Developed innovative market solutions for the advertisement of products given the strict rules and regulations that are applicable to the local media Show less

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  UNDP

  Sept 2012 - Dec 2012

  Research Analyst

  - Worked for the UNDP on a Strengthening Poverty Reduction Strategy Monitoring (SPRSM) project - Devised strategies with the Planning and Development department of the government of Punjab, Pakistan on framing and implementing policies that work towards achieving some of the Millennium Development Goals i.e. poverty alleviation and gender equality- Held responsible for budget management, policy analysis, the conduction of trainings and workshops and built public relations with the media and the government- Conducted the launch of UNDP's Punjab Millennium Development Goals Report 2011 Show less

• 

  Coca-Cola İçecek

  Jan 2013 - Jan 2015

  Assistant Product Manager, Marketing

  - Delivered on the volume objective of 2 million unit cases- Drove innovative trade marketing mechanics to deliver brand objectives of growth through execution standards of availability, visibility in trade channels on premise (retail & eateries) with the integrated marketing campaigns of the brands- Developed an interactive training video for merchandising standardisation nationally- Pioneered, developed and introduced innovative merchandising tools for cold asset management- Developed and delivered on a migration strategy for Juices and Stills portfolio- Received an award in recognition of innovative consumer activations Show less

• 

  BAT

  Jan 2015 - now

  - Managed the premium portfolio: Gold Leaf, Dunhill, Benson & Hedges, which have an annual volume of around 10 billion sticks with Gold Leaf - the flagship brand of the company- Delivered a campaign on Gold Leaf which resulted in +4ppt in weighted distribution and +0.2ppt in volume share, 10% overachievement in consumer engagement and 100% target achievement in retailer engagement- Led, developed and executed a 360’ degree Dunhill campaign in Jan’18 which included global brand code implementation and introduction of Reloc, first ever in Pakistan (CAP 2 Project)- Developed and launched a one of its kind Relationship Manager (1-2-1 program) to activate premium consumers in a highly regulated market- Analysed and capitalised opportunities in a new segment and delivered on the right product and brand mix for launch - Initiated, developed and launched critical research which supported the development of a premium portfolio strategy for Pakistan Show less - Led a team of 4 executives which was responsible for the management of 250 Key Accounts including Horecas- Identified key stakeholders and established lucrative, long-term business partnerships- Revamped the national channel strategy to support brands in targeted consumer activations- Pioneer in introducing, rolling out and driving Pay for Performance and Pay for Compliance model in channels nationally for which the company presented a Tier 2 award- Developed a national strategy for driving brands through optimised investment in trade via the expansion of the ‘Top Traders Programme’ which is the largest trade loyalty programme running in Pakistan Show less

  • GTR Account Manager - Middle East & South Asia

    Jan 2021 - now

  • GTR Account Manager and Brand Manager - South Asia Cluster

    Feb 2018 - Dec 2020

  • Brand Manager - Premium Portfolio (Gold Leaf, Dunhill, B&H)

    Oct 2016 - Jan 2018

  • Assistan Brand Manager - Pall Mall

    Jun 2016 - Sept 2016

  • Channel Sales Manager

    Jan 2015 - May 2016