Syed Ahmed Raza
Summary
Dynamic and results orientated marketing professional with over a decade of leadership in devising and executing comprehensive trade marketing, consumer activation and digital marketing strategies. Adept at steering brand growth and market penetration in diverse and competitive sectors. Renowned for cultivating robust relationships with trade partners and agencies, driving category development, and amplifying market share. Proven ability to leverage market insights and analytics to propel brand presence and achieve substantial revenue growth.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Senior Manager, Global Sales
YSQ International
04.2023 - Current
- Global Market Leadership and Revenue Achievement: Spearheaded the successful go-to-market strategies across 11 international markets, resulting in the establishment of new revenue streams. This year alone, forecasted to deliver an impressive $11 million in revenue from these new markets.
- Strategic Portfolio Management: Directed the evolution of portfolio strategies, optimizing distribution channels and contributing to a 15% increase in market penetration and a substantial 25% growth in revenue.
- Trade Marketing and Consumer Activation: Engineered and implemented targeted trade marketing initiatives, resulting in a 25% boost in brand visibility and a noteworthy 20% increase in consumer engagement.
Led the orchestration of consumer activation plans, driving a 30% improvement in product awareness and a strategic 10% expansion in market share.
- Performance Optimization and Reporting: Pioneered the establishment of robust monitoring systems, offering real-time insights to HQ senior management and contributing to a 15% improvement in overall performance metrics.
- Cross-Functional Leadership: Fostered a culture of seamless collaboration within cross-functional teams, serving as a linchpin between departments. This strategic approach resulted in a 20% improvement in team efficiency and consistently successful project outcomes.
Sr. Manager, Global Retail & Consumer Activation
YSQ International
01.2023 - 03.2023
- Strategic Standardization and Playbook Development: Spearheaded a comprehensive initiative to standardize and enhance practices across diverse markets.
Developed a multifaceted playbook encompassing Digital Marketing, Influencer Marketing, Social Media Marketing, and E-commerce.
- Retail and Point of Sale Excellence: Elevated retail strategies by standardizing Point of Sale materials and Retail Marketing practices.
Implemented key improvements in Key Account Management, fostering stronger partnerships and driving revenue growth.
- Consumer Engagement and Events: Orchestrated direct consumer engagement strategies, resulting in increased brand loyalty.
Conceptualized and implemented consumer events, enhancing brand visibility and fostering a deeper connection with the target audience.
- Trade Marketing and Events: Standardized Trade Marketing practices, ensuring alignment with global objectives.
Contributed to the development and execution of trade shows, aligning strategies with overarching marketing goals.
- CRM and Warranty Management: Implemented improvements in Customer Relationship Management (CRM), enhancing customer experience.
Streamlined electronic device warranty and returns management, reducing turnaround time and increasing customer satisfaction.
Area Head of Activation - Next Generation Products
British American Tobacco
01.2022 - 10.2022
- Strategic Activation Planning: Spearheaded the development of holistic activation plans for Next Generation Products, overseeing diverse facets including Search Marketing, Digital Marketing, Media Management, Social Media Marketing, Influencer Marketing, and more.
Integral in integrating with the shared digital services hub, ensuring alignment of strategies and fostering collaboration for a cohesive approach.
- Agile Project Management: Pioneered the adoption of Agile project management methodology for the first time in launching projects.
Successfully implemented Agile principles, enhancing project efficiency, adaptability, and responsiveness to evolving market dynamics.
- Data-Driven Decision Making: Established a robust tracking and monitoring system, placing a strong emphasis on data-based decision-making for program optimization.
Ensured meticulous tracking and monitoring of all activities, providing valuable insights and performance data to the insights team for informed decision-making.
- Senior Management Alignment: Interacted directly with senior management, presenting and aligning on strategic plans and obtaining necessary approvals.
Demonstrated effective communication and leadership at a senior level, ensuring organizational objectives were clearly communicated and supported.
Head of Activation and Media Planning
British American Tobacco
01.2019 - 12.2021
- Strategic Leadership and Department Enhancement: Provided strategic leadership for an existing department, expanding its scope to include Retail Activation, Direct-to-Consumer Activation, and Digital Activation.
Crafted a comprehensive direction, redefining priorities for enhanced departmental performance.
- Retail Activation and Trade Programs: Oversaw the Retail Activation sub-department, focusing on merchandizing, Point of Sale materials, and trade programs with retailers.
Implemented a transformative approach, cleaning up the merchandizing universe, introducing cost-effective modular units, and utilizing eye-tracking technology for optimized SKU display.
Successfully increased retailer participation in trade programs from 10% to an impressive 32%.
- Direct-to-Consumer Activation and Events Management: Managed the Direct-to-Consumer Activation sub-department, overseeing touchpoints like social sellers, brand ambassadors, and consumer events.
Enhanced tracking and monitoring tools, improved scripts, and training for agents, resulting in a 50% reduction in trial costs and a doubling of volume.
Innovatively adopted a "hijacking" approach for consumer events, partnering with existing events to achieve a 90% cost reduction while ensuring brand consistency.
- Digital Activation and CRM Implementation: Led the Digital Activation sub-department, implementing social media listening for insights and a robust CRM solution integrated across all touchpoints.
Achieved a fivefold increase in the consumer contact database, demonstrating a significant enhancement in digital engagement strategies.
Various Roles
British American Tobacco
01.2013 - 12.2018
- Innovative Product Launch in Malaysia: Led a groundbreaking product launch, enhancing market presence and consumer engagement in Malaysia.
- Strategic McLaren F1 Campaign Partnership: Successfully executed a strategic campaign with McLaren F1, elevating brand visibility and consumer connection.
- Flagship Store Setup in South Korea: Established and managed three flagship stores, contributing to brand recognition and increased market share in South Korea.
- Pioneering Digital Research: Implemented the company's first digital research initiative, providing valuable insights for strategic decision-making.
- Diverse Roles Across Regions: Held key roles in brand management, activation, digital marketing, research, and shopper marketing across Pakistan, Malaysia, and South Korea.
Education
MBA - Disruptive Innovation
University of Warwick
United Kingdom01.2020
BAEcon - Accounting And Finance
University of Manchester
United Kingdom07.2011
Skills
- Strategic Trade Marketing
- Category Management
- Retailer Relationship Management
- Global Retail Strategy
- Consumer Activation
- Point of Sale Marketing
- Digital Marketing
- Brand Management
- Market Analytics & Insights
- Budget Management & ROI Optimization
- Team Leadership
- Cross-Functional Collaboration
- International Market Deployment
- Business Process Optimization
Languages
English
Bilingual or Proficient (C2)
Urdu
Bilingual or Proficient (C2)
Malay
Elementary (A2)
Hindi
Advanced (C1)
Certification
Certified Marketer Level 1 (CM1)
General Assembly
DXNUAAYFL
Timeline
Senior Manager, Global Sales
YSQ International
04.2023 - Current
Sr. Manager, Global Retail & Consumer Activation
YSQ International
01.2023 - 03.2023
Area Head of Activation - Next Generation Products
British American Tobacco
01.2022 - 10.2022
Head of Activation and Media Planning
British American Tobacco
01.2019 - 12.2021
Various Roles
British American Tobacco
01.2013 - 12.2018
MBA - Disruptive Innovation
University of Warwick
BAEcon - Accounting And Finance
University of Manchester
Certified Marketer Level 1 (CM1)
General Assembly
DXNUAAYFL
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