Coca Cola Pakistan Essay

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I am currently working in Coca-Cola Pakistan’s commercial division as Shopper Marketing Manager. ‘Coca-Cola’ is the most valuable and biggest beverage brand of Pakistan, with a turnover of US$550mn in 2016.
My core responsibilities include developing the annual business plan for Coca-Cola, formulating commercial execution plans and leading new variant launches to increase market share within an extremely competitive beverage industry in Pakistan. To gain competitive advantage, I have adopted a data-driven approach and actively pursue key shopper trends to design in-store visibility plans for traditional and modern trade channels.
Taking over the role last year, I designed the full-year marketing calendar, supervised it through one direct report
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For this, I have identified new channels across the retail landscape and developed relevant shopper toolkits to facilitate tea-to-Coke conversions.
Furthermore, I mentor new recruits at work and have been assigned additional responsibility to champion the implementation of KO Lab – Coca-Cola’s global customer collaboration hub – for which I frequently coordinate with my counterparts in Turkey.
If I were to keep working at Coca-Cola Pakistan, I see myself being promoted to the position of Strategy Planning Manager by Q-4 2017 on a fast-track growth within the commercial division, leading a team of three employees.
In this role, I would be responsible for developing the long-term corporate strategy of the organization through a rigorous decision-making process with local and regional leadership. I would oversee optimization of current portfolio concerning sparkling soft drinks and juices worth US$880mn. Moreover, I would identify sources of growth for the business through portfolio expansion into energy and sports drinks, potentially worth US$250mn, ensuring sustainable value growth in the
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With a wide-angle perspective of trade channels and geographies, I focused on increasing the product availability at key outlets which led to 43% sales growth. My performance caught the attention of the leadership and I was placed in the Unilever’s coveted fast-track leadership program.
In 2014, with the aim to gain functional knowledge of marketing in consumer goods, I seized the opportunity to work at Coca-Cola, the fastest-growing beverage company of Pakistan. As Trade Marketing Executive, I used my diverse skill set and holistic business understanding to develop the first-ever modern trade activation program which improved channel profitability by US$200k through reduced-trade discounts and won me the ‘Innovation Award’.
Within a short span of time, I was promoted to Trade Marketing Manager for traditional trade. In this role, I designed cost-effective innovative tools and cascaded customer value propositions to 600 account managers at distribution premises. This helped increase the reach of ‘Share a Coke’ packs to 225K outlets, highest-ever for any beverage brand in Pakistan.
Later, to understand the brand perspective of the business, I opted the opportunity to work as Shopper Marketing Manager for Coca-Cola, my current role in the

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