Irfan Mirza
Business Strategist & Brand Enthusiast
Karachi
Summary
A seasoned sales and marketing leader with 20 years of expertise in driving business growth and achieving strategic objectives for renowned brands such as Nivea, BiC, L’Oréal, Young’s Foods, Shangrila Foods, and Dollar Stationery. Extensive experience and a versatile skill set have consistently delivered success across diverse professional engagements. Strategic initiatives have been directed to accelerate revenue growth, while high-performing marketing and sales teams have been guided to surpass targets. Expertise in building, coaching, and leading cross-functional teams has proven instrumental in achieving exceptional results and delivering significant contributions to organizational success.
Overview
24
24
years of professional experience
6
6
Certifications
3
3
Languages
Work History
Business Unit Head (Consumer & Professional)
L'Oréal
Karachi, Sindh
10.2020 - Current
- Company Overview: FMCG-Hair Care, Hair Color, Skin Care & Make up
- Leading dynamic team of over 100 sales professionals including NSMs, RSMs, ASMs, TSMs and KAMs across Pakistan for both Consumer and Professional divisions
- Spearheading development and execution of Sales and Operations strategies to achieve annual revenue of 8 billion PKR, driving growth for brands such as L'Oréal Paris, Garnier, Maybelline, L'Oréal Professional, and Kerastase
- Product categories include Hair Care, Hair Color, Skin Care and Makeup, in both B2B and B2C channels
- Consistently achieving and exceeding monthly sales targets through in-store excellence, performance optimization and strategic interventions
- This includes market expansion, capability building for sales teams, transformation of go-to-market strategies and execution of meticulously planned trade and consumer promotions
- Owning end-to-end financial stewardship, including budgeting, forecasting and demand planning, ensuring alignment with organizational goals
- Managing trade marketing budget with precision, overseeing implementation and ROI tracking and conducting focused market visits to enhance shelf-space utilization and category growth
- Plan and execute trade marketing programs to boost channel sales and foster partner engagement
- Monitor ROI on trade investments and adjust strategies to maximize effectiveness
- Refine performance metrics and enhance customer segmentation and analysis
- Establishing comprehensive reporting mechanisms to monitor progress and communicate results effectively to stakeholders
- Driving the convergence of sales and digital initiatives by collaborating on E-Commerce and Digital Marketing strategies, resulting in approximately 750 million PKR in gross revenue over the past three years
- Partnering with marketing teams to amplify lead-generation campaigns via social media and PR, with a focus on innovative content strategies
- Ensure distribution practices comply with regulatory requirements and organizational policies
- Identify and mitigate risks related to distribution, such as stock obsolescence or channel conflict
- Collaborate with logistics teams to streamline supply chain processes, reduce lead times and improve delivery accuracy
- Build strong relationships with distributors and key retail partners to drive alignment on sales and distribution goals
- Conduct regular reviews to assess partner performance and address gaps proactively
- Results-driven approach underpins legacy of delivering operational excellence and sustained business growth in competitive marketplace
- Hair Care, Hair Color, Skin Care & Make up
- Achieved an impressive 134% revenue growth over 4 years across diversified customer segments, successfully navigating challenges such as the Covid-19 pandemic, the French product boycott and the import ban demonstrating strong market adaptability and resilience
- Elevated in-store visibility and consistently surpassed revenue targets by conceptualizing and implementing comprehensive trade and consumer engagement strategies, driving sustained market penetration and fostering customer loyalty
- Established a legacy of record-breaking performance by setting and surpassing the highest monthly sales records eight times between June 2021 and February 2024, crossing the 400 million PKR mark three times in CY 2022
- Further elevated performance by exceeding the 600 million PKR milestone in January 2023, culminating in remarkable achievements of 648 million PKR in November 2023 and 668 million PKR in February 2024, showcasing exceptional sales acumen and customer-focused strategies
- Led the transformation of internal operational efficiencies, enhancing forecasting accuracy and ensuring a 97% order fill rate, resulting in improved customer satisfaction and streamlined execution
- Optimized inventory management systems, reducing Months of Cover (MOC) from six to two months for imported products
- This overhaul minimized holding costs while ensuring optimal inventory levels, contributing to enhanced cash flow and operational efficiency
- Restructured the sales organization, creating a leaner, more cost-effective and strategically aligned team
- This restructuring drove heightened productivity and sharpened focus on revenue-generating initiatives
- Fostered a culture of collaboration and positivity by instilling a strong team-oriented ethos which improved employee engagement and overall organizational performance
- Pioneered a comprehensive nationwide market analysis to minimize market expiries
- Introduced robust preventive and corrective measures to uphold a Zero Expiry Policy, reinforcing brand reputation and ensuring product quality assurance across all market segments
Head of Marketing (Consumer/Trade)
Dollar Industries (Pvt.) Ltd.
Karachi, Sindh
01.2017 - 09.2020
- Company Overview: CPG-Writing & Marking Instruments
- Directed a revenue portfolio of PKR 5 billion across three core product categories-writing instruments, marking instruments, and stationery items, including adhesives
- Strategic Leadership: Provided comprehensive strategic and operational leadership to Sales and Product Marketing teams, aligning efforts with commercial objectives and infrastructure expansion
- Growth-Oriented Strategy Development: Conceptualized and implemented dynamic business strategies to boost market share, stimulate consumer demand, and identify cost-efficient growth avenues
- Annual Planning and Execution: Spearheaded the formulation and execution of Marketing and Sales plans, achieving targeted product goals and revenue milestones
- Forecasting and Planning Excellence: Designed national sales forecasts across all Business Units and product portfolios, catering to current and future market dynamics
- Lifecycle Optimization: Evaluated and executed opportunities for brand and portfolio lifecycle management, crafting business cases to seize new market prospects
- Channel-Specific Strategy: Innovated channel-specific strategies tailored to organizational priorities, enhancing distribution efficiency and sales effectiveness
- Key Account Management: Fostered strategic relationships with key customers, including retailers and wholesalers, to drive engagement and maximize numeric and weighted distribution targets
- Trade Partner Enablement: Partnered with Distribution Partners (DPs) to execute trade initiatives, negotiating Perfect Store Standards across modern and traditional trade channels
- Data-Driven Performance Monitoring: Developed and deployed KPI tracking tools, facilitating structured reviews through monthly and quarterly regional assessments of Route-to-Market (RTM) efficiency and Key Result Areas (KRAs)
- Team Leadership and Development: Orchestrated talent development within Sales and Marketing teams, offering clear objectives, tailored coaching, and actionable performance feedback
- Brand Revitalization: Revamped brand architecture and image, crafting resourceful growth strategies across all product categories to combat pricing pressures and enhance value perception
- Portfolio Expansion: Broadened product lines across categories, delivering profitability growth and strengthened market positioning
- A&P Management: Optimized Advertising and Promotion (A&P) budgets, ensuring performance alignment, transparent reporting, and seamless coordination with internal teams and external partners
- P&L Ownership: Continuously monitored and enhanced the financial health of the business, implementing corrective measures to sustain growth and profitability
- Writing & Marking Instruments
- Developed and executed customized business plans for each product category, including annual sales and marketing plans that consistently drove revenue growth despite the financial challenges prevalent in the industry
- Played a pivotal role in achieving sales growth that consistently surpassed key competitors and the industry during the turbulent years of 2018, 2019, and 2020
- Achieved 75% revenue growth and sustainable profitability in calendar years 2017, 2018, and 2019
- Led the planning and execution of a new Channel Development Program aimed at optimizing the numeric and weighted handling of the brand
- Devised trade offers and customer loyalty programs to accelerate growth in sales volume, market share, and shelf share at retail, gaining an edge over competitors
- Ensured the motivation of the sales team and maximized participation through monthly, quarterly, and annual incentive schemes
- Implemented the visual merchandising plan 3G; Grab-Grip-Grow (Yellow Blocks/Target & Display)
- Facilitated the redevelopment of the brand's architecture and the plan for brand migration
- Developed the Brand's Handbook and a comprehensive 3-year strategy through Product Market Requirement Documents across all product lines
- Managed the brand's portfolio effectively, successfully launching 19 new and innovative products/brands since 2017
- Conducted assessments and planning for risk management and mitigation activities
- Analyzed the feasibility of sales automation and devised a corresponding plan
- Led the upgrade of ERP system to enhance operational efficiency
Head of Marketing & Sales
Shangrila Foods (Pvt.) Limited
Karachi, Sindh
04.2011 - 11.2016
- Company Overview: FMCG-Pickles, Sauces, Seasonings & Beverages
- Looked after the national portfolio valued at 3.5 billion comprising six product categories: Tomato Ketchup, Sauces, Seasonings, Pickles in Oil, Cooking Pastes and JNSD (Juices, Nectars & Still Drinks)
- Conducted extensive research to identify new avenues for growth and expansion
- Led cross-functional teams in Sales and Marketing ensuring the efficient implementation of business strategies
- Managed the national Top-End-Retail/MT business, accounting for 35% of the overall business, through the business development team
- Introduced innovative approaches to modern retailing and explored new methods to enhance overall performance
- Developed and executed business growth strategies along with captivating communication strategies for both above-the-line and below-the-line marketing
- Utilized the state-of-the-art Merchandising Management System (FFMS) and conducted thorough market visits to analyze brand performances
- Excelled in Shopper Marketing and Category Management through market-driven shopper engagement, the development and execution of shopper marketing strategies and tactics across the entire path to purchase
- Supported the commercial team by creating, evaluating, and optimizing data, actively participating in process improvements
- Initiated and equipped the team with tools for in-depth business analysis to ensure informed decision-making
- Supervised brand management, brand activation, brand visibility, advertising and media, customer relationship, and trade marketing functions
- Conducted consumer research for product improvements and new product developments
- Developed an activity calendar for brands, managed various product categories through category development and retention planning, including profound category analysis to project emerging market trends
- Managed Advertising and Promotion (A&P), evaluated and improved systems, planned and allocated budgets in accordance with organizational plans and marketing channels
- Formulated promotional strategies to achieve targets
- Pickles, Sauces, Seasonings & Beverages
- Maintained a consistent revenue growth at a CAGR of 29% from 2011 to 2016
- Developed national and regional business strategies utilizing 'RMS' and 'Winning Brands: The Brand Health's Analysis' by Nielsen in 2011-12, setting the stage for significant overall business growth
- Increased the market share of the company's flagship business by 11.3% within a span of 16 months
- Managed TER/MT operations and sustained a growth rate of over 20% from 2012 to 2015
- Revitalized MT sales structure, operations planning, and processes to drive growth and optimize profitability
- Implemented the visual merchandising plan 3G; Grab-Grip-Grow (Red Blocks/Target & Display)
- Designed and executed channel-wise trade development programs, including 'Shangrila Humsafar & Ramadan Humsafar' in 2013
- Introduced and established the automated FFMS (Field Force Management System) to oversee 100+ merchandisers nationally, ensuring brand visibility and availability across various trade channels
- Organized Shop Branding and Shelf Dressing Drives at more than 15500 shops nationwide
- Launched 'FruitiO,' a fruit juice brand in the PET segment, establishing its distribution network in 25+ cities in Pakistan and exporting to 5 countries
- Conducted effective marketing activities within a minimal budget
- Achieved a revenue milestone of 200 million immediately after the launch of 'FruitiO Juices' through the consumer promotion drive 'Tear & Win' in 2012, later becoming a billion-rupee brand
- Conducted a national brand activation drive, 'FruitiO Triple Fun for Everyone,' for effective brand positioning and product trial
- Designed and executed the brand-building campaign 'Shangrila Yahan Hai!' in 2011, contributing to revitalizing the brand
- The campaign won the APNS Award for the best magazine advertisement in 2012
- Shangrila later became a 3.5 billion turnover brand from 746 million upon my arrival
- Established consumer equity through a college activity drive, 'Shangrila Yahan Hai…..Aap Ki Recipe Kahan Hai.'
- Launched a new range of Premium Dip Sauces for the international market
- Introduced three new sauces for the local market between 2011 and 2015: Green Chilli Sauce, Imli Ginger Sauce, and BBQ Sauce, in addition to Hot & Spicy Ketchup
- Contributed to the brand's 250% growth in 2014 for its pickles' category with the campaign 'Shangrila Achar Chatkharoun Ki Bharmar,' making it the second biggest brand in its category after NFL
- Launched the Seasonings Campaign 'Har Season Ka Sauce Yhan Hai!' in 2013, reshaping the concept of utility for this category
- Introduced the Seasoning's Trio Pack in 2012, featuring Soy Sauce, Hot Sauce, and Vinegar, setting category standards and contributing to an average yearly growth rate of 29% since 2013
- Launched 'Kamal-e-Fun Mey Naya Pun' with the introduction of Shangrila Pickle Paste, a revolutionary variant in the pickle category targeting up-market consumers
- Established the Customer Relationship Management Unit and implemented various tools such as SMS Marketing
- Developed a database of more than 300,000 valid customer contacts within 2 years
Brand Manager
NIVEA-Beiersdorf
Karachi, Sindh
05.2009 - 03.2011
- Company Overview: FMCG-Personal Care
- Led strategic marketing planning and management in collaboration with the regional head office
- Conducted region and channel-wise market evaluations, competitive analyses, and provided recommendations for program planning and implementation
- Prepared brand plans and annual marketing budgets
- Developed the Country Activity Calendar (CAC), executed it, and conducted post-activity analysis across Above-the-Line (ATL) and Below-the-Line (BTL) channels
- These activities supported the company's objectives in brand management, covering the establishment of brand image, strengthening brand positioning, and implementing strategies for brand communication and reinforcement, ultimately ensuring profitable growth
- Executed brand visibility programs through category captains and various trade marketing activities, enhancing brand availability and visibility across trade channels for robust numeric and weighted handling
- Negotiated for enhanced visibility at retail through target locking strategies to drive impulse purchasing and increase consumer awareness
- Implemented creative and innovative brand animations at Points of Sale (POS) to drive impulse buying
- Led monthly, quarterly, and yearly forecasting efforts to ensure demand and supply alignment
- Ensured optimal utilization of production and warehousing facilities by reducing excess inventory
- Collaborated with all stakeholders to develop plans for new product launches as well as for festive occasions
- Personal Care & Hygiene
- Orchestrated the launch of NIVEA Body Care Lotion and NIVEA Silver Protect Antiperspirant in Pakistan (2009)
- Led the planning, design, and execution of NIVEA's most extensive in-mall activation for Body Lotions in Pakistan (2009-10), ensuring substantial product availability and shelf space
- This successful initiative was later replicated across the MENA region by NIVEA
- Nivea Pakistan achieved Category Captainship in MAF later in the year with L'Oreal Pakistan replicating the activity on a larger scale
- Planned and executed the NIVEA for Men brand activation (TITAN) nationwide (2009-10)
- Initiated the launch of the NIVEA Teen's Product Range (2010) in the local market, playing a significant role in regional marketing strategy development and package designing through consumer research
- Introduced the NIVEA Happy Time Range in Pakistan (2010)
- Planned and managed the NIVEA Blue Block drive, orchestrating the Display Competition 'The Blue Block' in the GT channel to increase sales volumes, market share, and the customer base simultaneously
- The activity spanned 4000 shops in the six most performing towns in the South and Central regions
Head of Advertising
Young's Foods (Pvt.) Limited
Karachi, Sindh
10.2004 - 05.2009
- Company Overview: FMCG-Mayonnaise, Spreads & Honey
Creative Head
NAVEENA Group
Karachi, Sindh
10.2000 - 09.2004
- Company Overview: Software House and Media Marketing Agency
- Web Design, UI Graphics and Digital Media Marketing
Education
MBA - Marketing & Advertising
Institute of Business Management IoBM
Karachi, SDBachelor of Arts - International Relations
University of Karachi
Karachi, SDDiploma - Communication Design
Karachi School of Arts
Karachi, SDHSC -
Adamjee Govt. Science College
SSC - undefined
Nasra Secondary School
Skills
- Strategic Leadership
- Revenue Optimization
- Channel Development
- Shopper Engagement
- Trade Marketing
Forecasting & Demand Planning
Brand Management
- Brand Architecture
- Digital Marketing
- E-commerce Strategy
- Data Analytics
Innovation Strategy
- Market Expansion
- Relationship Management
- Performance Tracking
Websites
Certification
Marketing Analytics, University of Virginia Darden School of Business, 09/2020
Timeline
Business Unit Head (Consumer & Professional)
L'Oréal
10.2020 - Current
Head of Marketing (Consumer/Trade)
Dollar Industries (Pvt.) Ltd.
01.2017 - 09.2020
Head of Marketing & Sales
Shangrila Foods (Pvt.) Limited
04.2011 - 11.2016
Brand Manager
NIVEA-Beiersdorf
05.2009 - 03.2011
Head of Advertising
Young's Foods (Pvt.) Limited
10.2004 - 05.2009
Creative Head
NAVEENA Group
10.2000 - 09.2004
SSC - undefined
Nasra Secondary School
Marketing Analytics, University of Virginia Darden School of Business, 09/2020
Fundamentals of Digital Marketing, Google Digital Garage, 08/2020
Leadership Excellence, Mr. Fakhir Shah (SCHUITEMA), 09/2019
High Performance Leadership, Ramiz Allahwala, 01/2016
Territory Management with Team & Channel Insight, Noman Shirazi (NS Consulting), 10/2013
Research Based Marketing, Ahmer Rasheed (ACE Consultants), 08/2013
MBA - Marketing & Advertising
Institute of Business Management IoBM
Bachelor of Arts - International Relations
University of Karachi
Diploma - Communication Design
Karachi School of Arts
HSC -
Adamjee Govt. Science College
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