Komal Saqib

• Full ownership of 22% of company’s revenue stream through promotional campaigns (In-store & online) and 7M loyal customer base
• With three direct reports, I was leading on executing promotional campaigns, drive subscriber growth, Ecommerce and Social media, communication framework to increase CLTV, customer mapping and journeys (Online and offline), develop marketing cost per asset to optimize ROI, category/product insights
• Redefined critical path for the campaign launches by introducing sales force automations and other project management tools reducing cost/asset
• (Team hours reduced from 168h to 134h per campaign)
• Developed the pagination (detailed category, asset and brand analysis) for 17 promotional campaigns for FY 2024 to drive coop revenue increment from 27% to 35%
• Introduced 8 new customer segmentations by conducting critical analysis of consumer loyalty data and understanding customer journeys for targeted promotional offerings and communications.
• Improved digital communication, open rate, and conversions by using health journeys and buying patterns to facilitate brand partners.
• Analyzed category performance, industry trends, and market share to provide insights to the buying team and other stakeholders for the next 18-month promotion cycle.

• Developed and implemented marketing plans for Retail aiming to maximize Net Sales Value of $282M, Market share growth from 17% to 25% through customized promotion launches, elevate POS presence and brand visibility
• Launched 360 customer engagement campaigns for all 3 major categories (Protein, biscuit & canned food) on events like Ramadan, National day and others in UAE market
• (in store and online) with ROI above 23%
• Analyzed sales channels to redefine category promotion and pricing strategy resulting in market share growth in biscuit category by +2.4% and protein breaded category by +1.5% Q1 2023
• Assign budget across different sales channel based on profitability and potential business
• Heading the RTM strategy revamp to improve efficiency of trade coverage and distribution across major retailers
• Lead APMs with the finance team to continuously improve profitability, redefine pricing strategy, campaign ROI and overall budget allocation efficiency.

Full ownership of the breaded and poultry category of the Sadia brand, handling the budget of approximately $4M, had a net sales value of AED650M in the UAE market with a team of 9 direct reports.

• Developed and implemented a Perfect Store 2.0 program for the Modern and Traditional Trade channels, focused on MSL criteria, planogramming guidelines, and merchandiser rules to deliver growth on the value-added portfolio.
• Renovated our promotional offering by building a targeted promotional menu focused on driving key shopper behaviors targeted at increasing market share while optimizing cost
• Onboarding of Trade marketing AI tool for the region to optimize and track trade marketing fundamentals.
• Onboarding and managing creative and activation agencies to deliver full shopper and consumer engagement, inside and outside of the retail environment.
• Manage category innovation strategy, pricing strategy, and timeline, and distribution of NPDs with BDM, finance, and commercial teams.
• Record Market share achievement 2021 (Category workshop and activation plans built for Q4 resulted in highest market share in 4 months)
• (16% to 18.5% in Q4) Cross-Fit Trainer (Conducted several cross functional trainings to embed 'category goals' within the organization)
• Vegetable category launch achieved 97% distribution across 3000 markets in the UAE in 2 months, with tracking and close calls with the sales team.

• Accountable for delivering revenue targets, budgets, BDA negotiations of around $17M monthly for key accounts like Carrefour, EMKE and Abu Dhabi Coop in modern trade channels
• Manage financials with the credit team of Key Accounts like Carrefour, Abu Dhabi coop and EMKE group to ensure profitability and improve margin to serve
• Lead on the business review with the retailers quarterly with in-depth analysis based on EPOS (Sell out) and IMS (Sell in) data and category trends to maintain the strategic partnership on growing the frozen category
• Manage a team of Sales merchandisers and Team leaders; conduct on-field training for their understanding of the fundamentals of business
• Working closely with the local trade marketing team to understand the category trends
• Ensure implementation of the perfect store and promotion and activation plans to maximize market share.

• Worked closely with the sales director and tapped into completely two new business channels corporate gifting and specialty stores with profit margin of 40% on sales value of 0.5M.