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I am a seasoned sales professional with 20 years of selling experience in the Middle East & Africa region at senior positions with Global companies dealing in consumer and Industrial products and solutions. I am equipped with Engineering and Business education that gives me a distinct advantage while handling techno commercial matters. I am an expert in strategic planning, business management, new business development, P&L and budgeting. I have a successful track record of turning businesses around, achieving record sales & profits and growing brand market share in the region. I have successfully negotiated partnerships with all kinds of users and trade channels in GCC, Africa and South Asian region in particular.

Work experience

Commercial Director

Techtronic Industries (TTI) MEA FZCO
Sep 20112014

 TTI is a leading marketer, manufacturer and supplier of consumer and industrial goods and solutions and occupying over 20000 employees worldwide with impressive brand portfolio that includes Ryobi, AEG, Milwaukee, Hoover, Vax, Dirt Devil etc.,

I was reporting to President of EMEA region(in UK) and managing a team of 25 professionals.


  • Turned around the loss making entity into a profitable company in 3 years
  • Achieved record Sales in (20% Growth over LY) Achieved record Ebit in 2014(50% Growth over LY)
  • Achieved market expansion into 40 countries(from 30) in MEA in last 3 years Key


  • Providing sales leadership and vision to the organisation through strategic goals
  • Driving three years strategic business plan with complete P&L ownership
  • Developing, implementing and monitoring of individual market's strategic sales, marketing and distribution plans
  • Nurturing and instituting long term relationships with key business associates and partners
  • Managing a cross functional team in Sales, Marketing and Distribution departments
  • Working closely with product team for new products development specific for the region

Director Marketing

Techtronic Industries(TTI) MEA FZCO
Jan 2009Sep 2011


  • Played a vital role in implementing New AEG brand strategy in MEA region in the year 2009.
  •  Successfully achieved 20% sales growth in Iran, Algeria, Lebanon, Pakistan and KSA in the year 2010.
  • Played an essential role in attaining 5 points growth in margins by implementing effective pricing strategy in the market in the year 2009.
  • Played a fundamental role in launching 25 new products in the year 2009/2010 that generated a sales of over $2M

Key Responsibilities

  • Developed and executed aggressive marketing plans in key markets in MEA region to increase revenues/profitability and expand market presence.
  • Developed 10 new products specific for the region
  • Managed complete marketing budget and executed the plans in line with the sales growth in key markets in the region
  • Negotiated best rates and retained advertising agencies for consistence brand activation in various markets   

Marketing Manager

Techtronic Industries(TTI) MEA FZCO
Jan 2007Jan 2009

Key Responsibilities

  • Planned and executed successfully the launch of Milwaukee brand in GCC & South Asian markets
  • Handled all external marketing support agencies such as advertising agencies, media buying agency, publishers, direct marketing agencies etc.
  • Reviewed, negotiated and executed projects with vendors by maintaining quality and ensuring budgets are adhered to
  • Developed product & pricing strategy for all the individual markets in the region

Product Manager

Black & Decker(Overseas) A.G
Jan 2004Dec 2006

Black and Decker is a leading global manufacturer and marketer of various products including power tools and accessories, hardware and home improvement products and technology-based fastening systems.


  • Successfully launched new range of automotive products with power retailers in GCC in the year 2006.
  • Played a pivotal role in achieving +2 points margin gain in the year 2004 and repeat the same growth in the year 2005. 
  • Successfully achieved 20% sales growth in consumer business in the year 2004.
  • Successfully launched Black & Decker brand in Massmart group in South Africa 

Key Responsibilities

  • Spearheaded the entire product development lifecycle encompassing gathering / prioritizing product and customer requirements
  • Managed SBU Product portfolio to ensure the planned business growth, defined product vision, product pricing and executed marketing strategies to enhance product penetration in the market.
  • Organized and executed quarterly promotions with key accounts & power Retailers backed with complete media support like Radio, Print and Internet.
  • Produced competitive analysis materials comparing product with its key competitors to ensure new products meet the market demands.
  • Evaluated suppliers based on key deliverables (production, pricing, distribution and service capabilities) conformed to turnaround time, quality and cost.



Preston University
  • Majors in Marketing
  • Lahore Campus
  • Completion in Dec 1997


University of Engineering and Technology
  • Majors in Electronics & Communication
  • Lahore Campus
  • Completion in July 1994

Something about me

  • Date of Birth      December 9, 1969
  • Marital Status   Married
  • Nationality         Pakistan
  • Languages          English, Urdu, Punjabi, Arabic (intermediate)
  • Interests              Music, Travelling, Reading, Blogging  

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