Summary
Overview
Work History
Education
Skills
Awards
Timeline
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Shakir Quazi

Barrie,Canada

Summary

A dynamic sales & trade marketing professional with demonstrated 7+ year track record of high performance exceeding market volume & share, sales growth and profitability objectives within the Canadian Consumer packaged goods industry with major account management and strong trade marketing experience. Also experienced managing significant channel and team in E-commerce space. Adaptable to diverse cultures having grown up and lived in 7 countries.

Overview

8
8
years of professional experience

Work History

Territory Executive

Philip Morris International
Barrie, Ontario
01.2024 - Current
  • Highest achievement on P1 & P4 in Ontario and in top 3 Nationally FY24: 124% with 146% on P4 and 105% on P1.
  • Territory with Highest Share of Market for P4 Nationally closing FY24 at 23%
  • P1's share of the market increased by 5 points year over year.
  • P1 distribution increased from 37% to 92% for territory from PYQ3 vs. CYQ3, despite 72% active stores in Q2 still growing active stores by 5% quarter on quarter, completing the cycle objective.
  • P1 consumables volume grown by 149% from Q1 to Q3 with a focus on IQOS device acquisiton
  • P4 Consumables volume grew by 350% from Q1 to Q3, with a focus on the activation of Veev One (active stores increased from 38 in Q1 to 88 in Q3).
  • 3rd in the Ontario region in terms of KA Summer Boost program growth by territory.
  • P4 KA's share of the market tripled from 5% to 15% year-over-year, comparing November.
  • SoM of Belmont grown by 0.3% 4Ws CY vs. PY, and SoM of NEXT grown by 1.9% 4Ws CY vs. PY.
  • +75% PEAK programming hit/exceeded target through Q1, Q2, and Q3.
  • RBH SoM increased by 1.4% from CY4Ws to PY4Ws.
  • 11.3 calls per day on average for Q3 YTD, with a focus on efficient route planning and optimal time management.
  • 159 new FLS registered Q3 YTD, FLS engagement increased by 155% Q3 YTD.
  • TM Connect points and trade relations budget utilization are both at 100%, bringing an ROI of 149%. P1 consumable volume growth is 350%, and P4 consumable volume growth is Q3 YTD.
  • Key account advocate for Parkland - RRP Share of market has doubled from 9% to 18% in Ontario from May24-Dec24.
  • Collaborated with External Affairs team to host retailer event - contraband session
  • Ideation and execution of Veev Now 5ML bundle which was rolled out nationally after which weekly AVG CSD volume of Veev Now 5ML went from 240000 sticks equivalent (avg of L4W before bundle) to 420000 sticks (avg of L4W after bundle).
  • In charge of training new hires from July FY24 for both 3116 and 3117, have trained and supported onboarding of 6 people thus far.
  • Acting ACS and alt-coverage for 311607 from Oct 24.

Trade Marketing Sales Manager

Japan Tobacco International
, ON
07.2023 - 12.2024
  • Accountable for JTI Combustible category in respective territory with a portfolio annually amounting to $2.8M approx.
  • Optimized product distribution, inventory levels, space allocation and fair & competitive pricing at retail, wholesale and cash & carry within territory. Exceeded 100% distribution within territory in targeted stores within 4 weeks for newly launched brand families and SKUs.
  • Ensured sound management territory utilizing Microsoft PowerBi & Excel to create and execute effective trade program budgets.
  • Negotiated independent retail contracts and maintained & monitored compliance for Key accounts.
  • Implemented retail programs and product launches as directed, in order to maximize results and return on investment while remaining within assigned budget allocations, while ensuring compliance & timely and effective execution.
  • Effective activation and communication of brands USPs to educate the trade to resell JTI-MC products through proper communication of brand attributes and use of trade support tools.
  • Through excellent relationship management and building & effective utilization of data to create & deploy optimal trade programs with a focus on maximizing ROI was able to grow market volume for Q4 2023 by 11% CY vs PY in an industry which is declining nationally at -9% CY vs PY.
  • Delivered Share of Market growth of 2.7% during the same period of Q4 2023 CY vs PY.

Retail Channel Manager

Alibaba
01.2022 - 06.2023
  • Accountable for the 1P/Retail portfolio and channel P&L of more than $8 million USD across all categories (FMCG, EL, Lifestyle, and Fashion).
  • Direct line report of six full-time and four contractual team members navigating the retail channel: two full-time employees have grown and been promoted FY22 Q4.
  • Collaborated with cross-functional and regional teams to deliver sustainable improvements to overall margin. (-12.43% gross margin YTD at the time of joining to +2.21% gross margin YTD one year down the line).
  • Optimal pricing model/strategy based on stock coverage days created and deployed to achieve year-over-year gross margin growth of 15%.
  • Inventory health was transformed through the implementation of three new SOPs; the unsellable-sellable inventory ratio improved from 20% to 0.2%.
  • Collaborated with Category teams to recover $182K USD back-margin receivables in FY22 Q4.
  • Implementation of an automated demand planning tool to achieve an average 90-day ATP (available to purchase rate) of 85% of all 1P/Retail assortments.

Account Sales Manager

PepsiCo Canada
Toronto, Canada
01.2020 - 03.2021
  • Directly accountable for the NTO, sales and revenue objectives, in-store execution of more than 120 stores in the GTA (downtown core)
  • Proven leadership on monthly and quarterly KPIs within first 2 months
  • Territory volume and share indexed over 10% CY vs PY
  • Annual contract management to maintain compliance & increase business implementing higher minimum order quantities & additional equipment placement (coolers, securing additional endcaps & floor space)
  • Managed and enhanced a business portfolio of over $3.8 million, leveraging PepsiCo's key financial indices, such as optimal delivery frequency, healthy inventory levels, OOS minimization, profitable package selling, increasing incremental space, leveraging relationships with independents, adhering to display agreements with key accounts, and aligning orders/products sold in line with consumer preferences.
  • Collaborated with delivery & merchandising teams to ensure top quality servicing of all accounts (rotation & merchandising to prioritize product freshness, minimize expiry/damage and maximize sell-through
  • Adherence to planogram with customization upon business reviews accounts periodically as required
  • Worked with District managers to drive executional priorities (new product launch: Bubbly sparkling water & Bolt24) and Business development managers in selecting and onboarding new independent accounts in area to grow overall territory volume

Territory Manager

Imperial Tobacco Canada
Vancouver, Canada
03.2018 - 07.2019
  • Grew the market demand for next generation products across territory using superior leadership & interpersonal skills, created enhanced relationships with trade partners to deliver on key objectives of NTO, Volume and market share objectives
  • Data analytics of AC Nielsen data to convert into actionable and pragmatic recommendations and implementations WoW for team as team lead.
  • Managed approximately 120 accounts at a time within each territory
  • Have an already established relationship with over 400 retailers (independents and key accounts) in the Greater Vancouver Area
  • Effectively executed promotional programs across key accounts with a focus on consistent updates to POSM as well as new product launch successfully sold in leveraging 360 activation
  • Optimal management of trade spend/budget prioritizing ROI to exceed quarterly & annual bottom- and top-line targets leading to territory share growth
  • Exceeded performance in THP (tobacco heating product) category in GVA
  • Top performer in RRPs: +20 points share of segment growth CY vs FY23

Assistant Branch Manager

Enterprise Holdings
Toronto, Canada
10.2016 - 11.2017
  • Managed overall branch operations, providing optimal transportation solutions and achieved customer satisfaction in absence of and/or request of the Branch Manager (Acting Branch Manager Q3 2017)
  • Responsible for branch P&L statement, Cost Control, profitability and growth
  • SQI (Service Quality Index): achieved above 86% completely satisfied customer base for 6 months
  • Top seller in British Columbia across more than 23 sites for Q3 2017, Top selling airport in North America in Q3 of 2017 across 150+ sites.

Education

Bachelor's Degree - Organizational Psychology, Business & Economics

University of British Columbia
Vancouver, BC, Canada
07-2016

International Baccalaureate Diploma -

International School of London
London, UK
07-2012

Skills

  • Consumer-centric approach
  • Team leadership & people management
  • Optimal Inventory management
  • Brand/category activation
  • High Customer engagement
  • Verbal communication
  • Written communication
  • P&L management
  • MS office tools
  • Consumer-packaged goods industry
  • Strength in building and delivering Presentations
  • CRM tools
  • Recruitment and training & development

Awards

  • PMI/RBH, Consecutive 'Rookie of the Quarter award' for highest sales achievements on P1 & P4 consumables for Q3 and Q4 in 2024.
  • PepsiCo, 2nd place winner- Rockstar energy category volume growth for Ontario in Q4 2020
  • British American Tobacco, Best team award companywide: Maple Leaf Award in 2018
  • Enterprise Holdings, Odyssey Top sales performer award across all sites in BC in Q3 2017

Timeline

Territory Executive

Philip Morris International
01.2024 - Current

Trade Marketing Sales Manager

Japan Tobacco International
07.2023 - 12.2024

Retail Channel Manager

Alibaba
01.2022 - 06.2023

Account Sales Manager

PepsiCo Canada
01.2020 - 03.2021

Territory Manager

Imperial Tobacco Canada
03.2018 - 07.2019

Assistant Branch Manager

Enterprise Holdings
10.2016 - 11.2017

Bachelor's Degree - Organizational Psychology, Business & Economics

University of British Columbia

International Baccalaureate Diploma -

International School of London

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Shakir Quazi