Ali Javed Cheema Sales & Marketing Strategist
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I am an experienced sales professional currently leading the Logistics & E-commerce vertical at Trax Logistics, where I directly manage a team of 11 and oversee the performance of over 400 individuals indirectly. Over the course of my career, I have developed strong interpersonal skills and cultivated meaningful relationships across the industry and within government sectors. My diverse background includes working with leading organizations such as Coca-Cola and Nestlé Pakistan, where I gained valuable experience in the FMCG sector. I also founded a logistics company, successfully scaled it, and later merged it with a larger firm — a milestone
Work Experience
Telenor Pakistan
Corporate Account Executive - Sales (Sep 2015 to Aug 2016) 11 Months
• Achieve assigned revenue targets (GSM, Devices, and Solutions & FS). • Provide training to my team about the product knowledge and give presentations of the same to clients. • Business development experience in Government & Corporate Sector. • Ensure execution of sales pipeline as per described process. • Manage customer portfolio to increase the penetration within the existing customer accounts (up selling). • Efficient use of Telenor’s' USPs as per the customer's requirements. • Efficient use of sales tools. • Optimal use of discounts. • Ensure contract signing of business customers. • Achieve collection (%) for the assigned customers per month. • Executing Channel Wise sales and exploring new channels for Out of home business. • Train the team on sales and all the KPI's. Channel wise planogram
Coca-Cola Beverages Pakistan Limited, Islamabad, Pakistan
Sales Development Executive (May 2015 to Aug 2015) 3 Months
• Channel Development & RTM (Route To Market) Volume & NSR: To ensure Secondary pack wise volume and NSR targets are met and suggest new ways to generate more sales. Provide accurate secondary Sales forecast of the area. • Conduct training of Distributor’s staff, pre-sellers and retailers in the assigned area. • Availability Expansion: To ensure new outlets are created and retained as per target and area potential. • SFE KPI's: To analyze SFE KPI's and suggest ways to improve them. To ensure that all data in the sales information systems pertaining to the area is cleansed, validated and updated on a regular basis. • In Outlet Execution: To ensure daily In-Outlet execution is carried out by the team as per PicOS & RED criteria, ensure proper execution of all marketing initiatives in the area. • Competitor Intelligence: To monitor and report competitor activity in the area and suggest ways to counter them. • Equipment Management: Supervise/Ensure the proper injection and optimal utilization of Company's assets in the market i.e. Coolers, Glass, Shell, Signage, Outlet Activation material etc. • Distribution Management. • National Key accounts (Utility Stores).
Coca-Cola Beverages Pakistan Limited, Islamabad, Pakistan
Market Development Officer - Acting Sales Manager (Oct 2013 to Apr 2015) 1 Year & 6 Months
• To achieve secondary target while ensuring the maximum availability of the company's product and execution in every outlet as per company guidelines and act as a guardian of the company assets deployed in the market. • Increase the availability and share of visible inventory.of all packs in the market • Used the company and distributor resources to establish a cold channel with target allocation and achievement of both by brand and pack wise for extensive numeric and weighted distribution. Supervision of brand activation activities through in and out store shop branding including special Volume Per Outlet enhancement promos, canopies and signage installation, painting and writing. • Managed 7 Distributions as Acting Sales Manager • Initiated and successfully run RED very first time in the CCBPL system in Pakistan
Coca-Cola Beverages Pakistan Limited, Islamabad, Pakistan
HR Business Enabler (May 2012 to Sep 2013) 1 Year & 4 Months
• Employee related Expenses deductions/Arrears/Overtime/Inconvenience/canteen allowance. • Conduct training of all functions related to employee engagement and company’s policies. • Social security, EOBI, IGI Insurance, Salary advance, Provident Fund, gratuity & Final settlements. • Monitor & Control attendance leaves, daily /Weekly/Monthly reporting with head office. • Prepare Headcount reports of third party employees. • Assist in recruitment/shortlisting of candidates, manage internship program every year. • Manage, Address and resolve Adherence issues & compliance of company’s policy on day to day basis.
Sybrid Pvt Ltd Telenor Contact Centre
Supervisor Operations (Dec 2011 to May 2012) 5 Months
• Analyze, monitor and propose improvement in CRO’s & CSR’s KPI. • Motivate team to achieve call center operations objectives. • Ensure compliance of company policies, procedures and SOP’s • Monitor and improve team and call center performance measures i.e. Service Level, Customer Satisfaction, First Contact Resolution.
Nestlé Pakistan
Area Sales Manager (May 2017 to Sep 2019) 2 Years & 4 Months
• Now looking after Karachi Defence & Clifton worth 80 Million Business per month • Effectively manage distributor/customers and their operations; Sales out, Inventory level, order placement on time, Sales out, inventory level, FMR vs AMR • Retention, Expansion, Yield Per Account, pre & Post Analysis, B2B Dealing • Internal Audits, Sales Quality Audit and Training of Company & Distributor staff • Looking after Key Accounts which includes Zong, PC, Cadet College Hasanabdal and a few more. • Target vs. Actual performance (monthly/Quarterly/yearly) (NNS, RIG, OG, TTS, Numeric Weighted, New cutomers addition, RTM optimization, Effective utilization of NPDMS , Credit in the Market, BMB Updating, POC to POC, DOR/WOR etc) • Actual performance against defined KPIs (sales in/out, inventory level, order placement on-time etc) . Execute daily monitoring of Sub DIstributor's performance against defined KPIs (sales out, inventory level, On-time order placement and payments , Submission of distributor claims. Submission of Market visit reports and travel expenses, Pnl's, FMR Vs AMR, etc)
Nestlé Pakistan
Key Account Manager - South (Oct 2019 to Jan 2021) 1 Year & 3 Months
• Looking after 50 Million business per month as a Key Account Manager for the out of home business • Key Customers are McDonald's, KFC, Burger King, Pizza Hutt, PIA pan Pakistan • Internal Audits , Sales Quality Audit , GWP as per KPI's. Market Hygiene , Handling of NCG. Compliance with WHO/Local code of Infant Formula (Training of company & distributor staff). NMLP, Nestle/local Trade terms, Competition commission Pakistan (CCP), Safety, Security and local regulations. • Induction of distributor/Sub distributor infrastructure as per ICP timelines. Ensure effective placement and management of company assets i.e. chillers, Vending Machines (ROIC/ Throughput), Sale Split of Branded Food & Branded Beverage, benchmarking Subdistributor wise etc. • Successful development and execution of function/department OMP
TASC Logistics
C0-Founder (Jan 2021 to Dec 2022) 1 Year & 11 Months
• Strategic Leadership: Spearheaded the growth and development of TASC Logistics as a co-founder, playing a pivotal role in shaping business strategy and long-term vision. • Sales & Operations Management: Oversaw national-level sales and operations across LTL (Less Than Truckload), FTL (Full Truckload), Fulfillment, and Warehousing verticals. • Customer Relationship Management: Built and maintained strong relationships with key clients; managed customer-specific fulfillment operations, sales outflows, and inventory levels to ensure optimal service levels. • Demand Forecasting & Planning: Led customer-based demand forecasting initiatives, aligning logistics and inventory planning with market trends and customer requirements. • Market Intelligence: Reported on competitor activities, market movements, and customer behavior to inform strategic decisions and identify new business opportunities including product launches, re-launches, and service enhancements. • Quality & Compliance Oversight: Conducted internal audits and sales quality audits to ensure operational excellence and compliance with company standards. • Staff Development & Training: Designed and implemented training programs to build a high-performance logistics and operations team, focusing on both technical capabilities and customer service excellence.
Trax Online
National Sales Manager Warehousing & Logistics / Head Of Sales Ecom North/ Regional Director North (Jan 2023 to Present) 2 Years & 5 Months
• Sales Strategy & Revenue Growth: Developed and executed robust sales strategies aimed at increasing revenue and profitability within the logistics and supply chain industry. • Team Leadership: Directly managed a core team of 11 professionals and provided leadership to an extended workforce of over 400 personnel across multiple functions and regions. • Cross-Functional Collaboration: Worked closely with the logistics and warehousing operations teams to ensure flawless execution of services aligned with customer expectations and SLAs. • Market & Customer Insight: Analyzed industry trends, competitor positioning, and evolving customer needs to identify opportunities for growth, service diversification, and geographic expansion. • Business Networking & Representation: Actively participated in logistics and supply chain industry events and conferences to build strategic relationships, represent the company, and enhance brand visibility. • P&L Responsibility: Held full P&L accountability for the North Region, ensuring financial targets were met while optimizing cost efficiencies and operational performance. • Warehousing Operations Oversight: Led nationwide warehousing operations spanning over 400,000+ sq. ft., focusing on efficiency, safety, scalability, and customer satisfaction.
Education
National University Of Computer & Emerging Sciences - FAST-NU
BBA (Hons)(2008 - 2012)
Modern Institute Of Informatics & Management (MIIM) Islamabad
Petroleum Engineering - (Diploma 1 Year)(2007 - 2008)
The New Management Guidelines, Exploration Operations, Drilling & Production Operations, Sustainable Waste Management, Reservoir Engineering & Secondary Recovery, Enhanced Oil Recovery, Transportation, Processing & Refilling Operations, Decommissioning Of Drilling & Production Facilities.
Trainings & Achievements
KUDOS - (Coke University For Development Of Sales)
Attended a full one month dedicated training session at Coke University Lahore and studied the following courses People & Team Management, Discount Management, Outlet Conversion, Trade Maths, Gender Sensitization, Microsoft Excel, Word & Power Point, Finance For Non Finance, Total Product Management, Marketing, Micro & Macro Economics.
KIDS Kottage - Coca-Cola Beverages Pakistan Limited
Developed and initiated the project of first ever facility of “Kids Cottage” i.e. State of the art day care facility at Coca-Cola Beverages Pakistan Ltd. This resulted in female retention.
Problem Solving & Decision Making
Attended a one day training session by Narejo group on the above topic and learned it through different activities.
Customer Orientation
Attended a one day training session by IMS group on the above topic and learned it through different activities.
Team Work
Attended a one day training session by IMS group on the above topic and learned it through different activities.
Life Work & Other Things
Attended a one day training session by ACCEDO group on the above topic and learned it through different activities.
Fire Fighting Techniques & Fire Prevention Methods
Attended a one day training session by Government Of Pakistan on the above topic and learned it through different activities.
Spirit Of Nestle
A complete orientation about the Nestle system with different modules.
Culinary Academy (Dessert Academy)
The training was spread over 3 days which includes interactive sessions, Imparting knowledge of channel, customer & menu Understanding followed by category & product knowledge of Out Of Home customers. Finally weaved in with innovation by application, story telling & hands on skill building.
Negotiation Skills
Have had a session of three days with real time case studies and role plays with real customers negotiating on what was learned during the session.
In Call Execution
Attended a session of four days learning the call procedure to a customer and steps followed to make a call effective and SMART.
Technical Skills
- Customer Relations
- Distribution Handling
- Retail Outlet Handling
- Strategy Development
- B2B
- Channel Management
- Business Plans
- Lead Generation
- Sales Management
- Sales Control Systems
- Market Research
- Data Analysis
- Sales Training
- Data Base Management
- Marketing
Personal Skills
Adaptable
Results-oriented
Proactive
Responsible
Team Player
LANGUAGES
Urdu
Native or Bilingual Proficiency
English (UK)
Professional Working Proficiency
Punjabi (PK)
Native or Bilingual Proficiency
PERSONAL
Nationality
Pakistan
Date of Birth
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Marital Status
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Driving License
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Skype
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Additional Achievements
- Won best business idea competition award in university.
- Won many certificates of best sales person in the region in different month.
- Was Teacher Assistant for the subject Business Law in university.