NABEEL ASIM Head of Trade Marketing /

Business Development

ABOUT ME
M Address,
Dubai UAE
Phone
An experienced Trade Marketing & Brand
Management Professional, having 12+ years of
+971508863860 experience in FMCG Industry.
Email Demonstrated Record of delivering results working
[email protected]
in highly competitive environment.
Web
https://www.linkedin.com/in/nabeel- Having worked for 11+ years in UAE, I have deep
asim-05367516/ knowledge of UAE Market, Channel Mix, Trade
Customers and Regulatory affairs
Well versed in Strategic Business Planning, S&D
Career Highlights: Budgeting, Sale achievement plan, Distribution &
Market Coverage Strategy, Promotion Planning,
Al Khayyat Investments (Alphamed), Dubai Stocks Management
HEAD OF TRADE MARKETING (JUL ’18 – Present) Launched Several Brands in UAE Market Including
Reporting to COO, I am Responsible for Top line & Bottom line Unilever Axe Signature, Lifebuoy Hand Sanitizer,
of the Business with Turnover exceeding 290+ Mn Dh. Vaseline Lip, Bjorg Organic Food, Merries Diapers
Managing a team of 9 Trade Marketing Managers / Brand
Executives Besides Corporate life, I am a Motivational Speaker
& Life Coach having my channel on You tube by
the name “Nabeel Asim”. My Objective is to Mentor
SENIOR TRADE MARKETING MANAGER (FEB ’16 – JUN ’18) young lads and help them through the challenges
Reporting to the Head of Trade Marketing, I was responsible faced in their professional & Personal Life
for managing a portfolio of different Brands including Axe
Signature, Lavaaza, PZ Cussons, Lifebuoy Sanitizer, Pyrex. I am an Avid sports Person and regularly plays
Major responsibilities include Business Planning, S&D Badminton, Tennis, Squash, Cricket & Table Tennis
Management, Distribution & Market Coverage
Key Achievements:
National Foods Products Company, Dubai
BUSINESS DEVELOPMENT MANAGER (MAY ’15 – OCT ’15) o Managed to deliver 103% of the target (290+ Mn
Reporting to the Commercial Operations Director (COD), I Aed) despite Challenging situation in 2020
was responsible for delivering Top Line (55 Mn Aed), o Over-delivered Bottom-line Targets to close 2020
Managing all acquisitions by NFPC which includes with agreed Profitability
Camelicious, Amazonia & Maatouk, Go Fast o Re-Structured & redefined Trade Marketing
function to bring efficiency in managing Brands
Gulf International (Al Batha Group), Dubai o Established digital Marketing portals for Brands
BRAND MANAGER (MAR ’12 – APR ’15)
like Merries, Bjorg. Closed contracts with
Reporting to GM Sales, I was managing Creme21, Coro, P&G Amazon, Noon, Instashop & Mumzworld
Old Spice, Irn Bru Business. Major responsibilities includes
o Reduced overall spends to the optimum level
Business plans, Promo Planning & A&P spends Management
o Maintained Leadership position in Foil for
Diamond despite tough competition from
FrieslandCampina, Karachi, Pakistan
Falcon & Glad
KEY ACCOUNTS MANAGER (APR ’11 – Feb ’12)
o Grew Lavazza’s Business by 21% in 2020 through
Responsible for leading a Team of 12 Sales Representatives &
carefully crafted distribution strategy / Ensuring
Merchandisers to Ensure Sales, Customer Relationships, Target
delivery, Market Expansion, In store visibility of Brands across adequate stock levels despite Shipments delays
Modern Trade & Key Accounts in Karachi Region. due to Covid
o Gained 16% Market share in 1st year of the
Enhance (WJ Towell Group), Dubai launch for Lifebuoy Sanitizer in 2019
BRAND EXECUTIVE (NOV ’08 – MAR ’11) o Devised strategy to grow PZC by 68% in 2019.
Inducted as Brand Executive, Responsible for managing a o Revamped Jergens Business to regain the lost
Brand portfolio ensuring Target planning, Promotions, BTL share
Activities & Inventory management
ROLES & RESPONSIBILITIES
Al Khayat Investments (Alphamed) – Dubai, UAE
Head of Trade Marketing
• Lead the Commercial Business Strategy to deliver Top line & Bottomline targets of Business with 290+ Mn turnover
• Spearheaded the Tarde Marketing function of the Consumer division. Responsible for Strategic Business Planning,
Sales Target planning, S&D/A&P Management, Market Coverage, Promo Plans of the assigned portfolio.
• Responsible for all Negotiations with Brand Principals. Established indispensable relationship with Key Brand owners
• Provided a leading Category Strategy & devised Vision for the Brands leveraging AKI strengths to drive Growth
• Managed a team of 9 Trade Marketing Managers / Brands Executives, directly reporting to me
• Categories managed includes Food - Bolton Rio Maare, Humana Baby Food, Bjorg Organic Non Food – Bolton
Home care, Personal Care - Himalaya, Jergens, Unilever Axe Signature, Lifebuoy Hand Sanitizer, Vaseline Lip,
Imperial Leather, Kitchen Universe – Diamond, Coffee - Lavazza, Cookware Pyrex, Curver Sports Nutrition – PHD
• Involved in New Business Acquisitions. Successfully integrated Himalaya, Chubbs, Loreal, Humana, Unilever Axe
Signature, Lifebuoy Hand Sanitizers, Vaseline Lip, Bjorg Organic Food, Merries
• Involved in Commercial Finance. Responsible for ensuring on time payments from brand Principal

Al Khayat Investments (Alphamed) – Dubai, UAE

Senior Trade Marketing Manager
• Managed a Brand portfolio including Lavazza, Imperial Leather, Unilever Axe Signature, Lifeboy Sanitizer, Vaseline
• Worked closely with Brand Principals & Sales / Category Teams to drive Category growth & Market Share
• Developed Business Plans focusing on driving sales & profitability with sustainable business
• Responsible for Sales Target planning, A&P Budget Management, Numeric Coverage, Profitability & Inventory
Management of the assigned portfolio

National Foods Products Company – Dubai, UAE

Business Development Manager
• Developed 5 year strategy for all new Businesses to increase Market presence / Market share.
• Responsible for developing Sales & Marketing plans to ensure proper positioning for all Brands/Products.
• Developed operational strategic plans with the team to drive results and meet Brand objectives
• Managed Top line & Bottom line of assigned Brands which are Camelicious, Maatouk Coffee, Amazonia, Go Fast

Gulf International – Dubai, UAE

Brand Manager
• Prepared Annual Business Plans. Managed Marketing & Promotional Plans for respective Brands
• Lead & managed all marketing, advertising, sales / promotional activities to enhance Brand Positioning
• Lead Regular sales meeting to ensure sure sales target achievement. Initiated sales training programs
• Co-ordinated with Brands principals on regular basis to ensure the achievement of mutually agreed objectives
• Maintaining continuous supervision of product inventories & expiries thereby ensuring minimum expiries

FrieslandCampina – Karachi, Pakistan

Key Accounts Manager
• Responsible for achieving Yearly / Quarterly / Monthly sales targets of an Annual turnover of 55Mn Aed
• Managed and supervised a team of 4 Sales Executives, 6 Orders Bookers and 8 Sales Promotion Officers
• Planning and execution of tailor-made promotions and trade offers for Key Accounts to achieve targets
• Responsible for all the negotiations with retailer’s for Company’s overall Branding

Enhance (WJ Towell Group) – Dubai, UAE

Brand Executive
• Ensured achievement of budgeted revenues, Sales targets & executing the approved business plan.
• Responsible for devising competitive consumer promotions for respective Brands.
• Prepared & presented monthly, quarterly business reports to the senior management.
EDUCATION CREDENTIALS:
Degree University Year

Master of Business Administration (MBA) Karachi University Business School 2008

International Marketing University of Karachi

Bachelor of Business Administration (BBA Hons) Karachi University Business School 2007
Strategic Marketing University of Karachi

ADDITIONAL COMPETENCIES
Trainings /Conferences Attended:
• STABILO Conference in Nuremberg – Germany
• Decision Making for Managers by Al Batha Group – Dubai
• Managing Social Media – Heroldsberg – Germany
• Who moved my Cheese by Al Batha Group – Dubai
• Leadership skills by Creme21 – Aswan – Egypt
• Business Management by FrieslandCampina – Kuala lumpur Malaysia

Extracurricular Activities:
• Got 2nd Position Inter College Table Tennis competition competing against 47 Colleges.
• An Avid sports person who regularly plays Cricket, Table Tennis, Badminton, Tennis, Squash.

PERSONAL PROFILE
• Date of Birth: 06/07/1984
• Nationality: Pakistani
• Country of Residence: Dubai, UAE
• Marital Status: Married
• Visa Status: Resident Visa
• UAE Driving License: Valid UAE driving license holder

REFERENCES
To be Furnished upon request