MUHAMMAD FAHAD USMANI
Lahore,Pakistan
Summary
Results-driven Sales Professional with 8+ years of progressive experience in FMCG and retail trade, including sales, merchandising, trade marketing, and team leadership. Proven track record in exceeding targets, optimizing ROI, and executing strategic trade initiatives. Strong background in customer and distributor management, with a focus on delivering KPIs through data-driven decision-making, market expansion, and team capability development.
Overview
8
8
years of professional experience
16
16
years of post-secondary education
Work history
Customer Trade Manager – Trade
Metro Pakistan
11.2024 - 07.2025
- Responsible for serving wholesale and retail traders by managing end-to-end trade operations
- Develop and negotiate bulk buying deals across diverse product categories to ensure trader profitability and loyalty
- Collaborate with pricing, procurement, and merchandising teams to create competitive rate structures and promotional offers
- Maintain close relationships with key B2B customers and ensure tailored service for high-volume accounts
- Monitor market trends and competitor pricing to optimize trade margins and strengthen market position
Territory Sales Manager
National Foods Limited
04.2021 - 04.2022
- Handled sales in 4 towns across 2 cities, refined distributor credit terms (from 40% to 18%)
- Improved PJP structure, led MSL-focused Perfect Store initiatives, and reduced stock return rate by 30%
- Optimised inventory levels using accurate forecasting methods avoiding out-of-stock situations.
Territory Sales Manager
Continental Biscuits Limited
06.2020 - 04.2021
- Achieved 15% sales growth in retail-driven territory
- Led a successful promotional campaign for TUC (20 tons / PKR 6.5 million uplift)
- Remapped PJPs and supported new product launches
Territory Sales Manager
Shan Foods Pvt. Ltd.
12.2017 - 06.2020
- Developed and enforced PJPs, managed distributor performance and field force hiring
- Ensured stock rotation (FIFO), SKU availability, and effective use of sales systems (SSS, SND Pro)
- Conducted in-market coaching and optimized promotional budgets
Education
MBA - Marketing
University of Education
04.2001 - 04.2017
Bachelor of Commerce - undefined
Punjab College
Intermediate - Computer Science
Punjab College
Matriculation - Science
Society Public School
Skills
- Sales Strategy & Execution
- Territory & Distribution Management
- Team Leadership & Training
- Performance Analytics & Forecasting
- SalesFlo
- MS Office
Languages
English (Fluent)
Urdu (Fluent)
Punjabi (Native)
Custom
- Cricket
- Gaming
- Travelling
- Language Learning
- Cultural Exploration
Timeline
Customer Trade Manager – Trade
Metro Pakistan
11.2024 - 07.2025
Territory Sales Manager
National Foods Limited
04.2021 - 04.2022
Territory Sales Manager
Continental Biscuits Limited
06.2020 - 04.2021
Territory Sales Manager
Shan Foods Pvt. Ltd.
12.2017 - 06.2020
MBA - Marketing
University of Education
04.2001 - 04.2017
Bachelor of Commerce - undefined
Punjab College
Intermediate - Computer Science
Punjab College
Matriculation - Science
Society Public School
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