Maria Parvez

- Plan and execute annual brand and trade activation calendar for Lattafa's 200+ SKU fragrance portfolio across GCC (UAE, KSA, Kuwait), Europe, USA, and South Asia, aligning sell-in strategy with distributor led sell-out targets. - Lead end to end in-store/ outdoor activations, product launches, sampling programs, and seasonal campaigns across modern trade, perfumeries, and travel retail channels. - Design and produce POSM toolkits, visual merchandising guidelines, and brand assets playbook for in-store, outdoor, and airport retail activations, ensuring brand consistency across 100+ distributor markets. - Partner with 100+ international distributors and regional commercial teams to drive execution excellence, market expansion and sell-out performance across global markets. - Launched new Lattafa fragrance flanker across 21 countries in 4 weeks - end to end coordination from asset creation to distributor rollout. - Led Lattafa listing and commercial launch on Ulta Beauty (US) - managed full onboarding, ranging and digital activation for a new prestige retail channel. - Delivered TFWA Singapore and Istanbul booth setups and planograms in partnership with on-ground execution partner, driving brand visibility across Asia-Pacific travel retail buyers.

- Delivered 125% of annual targets through consultative account management, onboarding 20+ accounts in 5 weeks and reducing sales cycle time by 38%. - Managed a multi million dollar book of business across FMCG, retail and distribution sectors, translating deep trade and commercial knowledge into client-specific digital transformation solutions. - Deepened expertise in commercial analytics, pipeline performance tracking, and cross-functional stakeholder management, capabilities directly transferable to FMCG trade and brand roles.

- Managed $2.8M+ (PKR 780M) A&P budget delivering high impact in-store trade activations, shopper marketing programs and seasonal campaigns across modern trade and general trade channels, with strong ROI and cost efficiency focus. - Delivered $0.4M (PKR 110M) in trade marketing cost savings, 14% of annual budget - through POSM reusability, agency renegotiation and smarter execution planning. - Drove nationwide execution excellence via standardized visual merchandising guidelines, planogram compliance and Perfect Store auditing across 8000+ outlets. - Partnered cross-functional collaboration with sales, key accounts and brand teams to support product launches, relaunches and seasonal growth priorities - ensuring seamless GTM execution. - Introduced innovative in-store merchandising solutions and managed end to end agency relationships to elevate shopper experience and brand storytelling at the point of purchase. - Deployed a T20 World Cup shopper activation across Imtiaz, Alfatah and Carrefour - anchored by Lifebuoy as lead brand - driving a 6% sell-out uplift post the activation period. - Negotiated and landed a Carrefour corporate promotional cycle covering 8 brands participating from all categories - Personal Care, Hair Care, Home Care and Nutrition in four weeks against a 8 weeks target - compressing the commercial timeline by 50%.

- Transformed Metro Cash & Carry account mix from 40% to 60% non-core SKUs through strategic assortment planning, localized brand storytelling and shopper led in-store activation. - Delivered 90%+ Perfect Store compliance across OSA (on-shelf availability), share of shelf and planogram execution, consistently ranked among top performing accounts nationally. - Managed $17.4M annual sales (PKR 5Bn), capturing a 5% regional market share across multiple FMCG categories through disciplined in-store execution and account development. - Accelerated 50+ slow moving SKUs via targeted trade promotions, shopper engagement activations and strategic in-store placement. - Led a team of 20 field merchandisers and supervisors, driving execution excellence through structured market visit routines and performance KPIs. - Managed account level demand forecasting and stock availability in close coordination with supply chain to minimize OOS risk and sustain shelf continuity.

- Managed $104K+ monthly sales (PKR 30M+), growing regional market share from 5% to 9% across 850+ wholesale, retail, grocery, and cosmetics outlets - through disciplined route-to-market execution and distributor development. - Delivered consistent secondary sales growth of 4% to 7% YoY (2019 - 2021) through distributor performance management, promotional planning, and white space coverage expansion. - Reduced cost to serve by 13% via vehicle load optimization, route rationalization and territory restructuring. - Built Joint Business Plans (JBPs) with key wholesale and retail customers, securing quarterly volume commitments and category growth targets. - Launched and scaled the cosmetics channel from zero (2017), adding 55 outlets and creating an incremental revenue stream across personal care and beauty categories.

- Led induction and management of Blue Band cabinets, strengthening brand visibility and shelf dominance in spreads category. - Deployed 1,100 cabinets in 3 months, driving incremental sales and deeper market penetration. - Expanded retail universe by 1,400 outlets, significantly increasing category coverage. - Enabled sales teams with KPI tracking and performance analytics across markets and channels. - Designed geography wise business plan (2017) targeting 4-5 tons incremental monthly volume through focused category strategy.

- Supported 25 regional sales managers and 80+ distributors, driving sales operations excellence across performance tracking, payments, dispatch, and trade processes. - Implemented RTGS payment system (33 customers) and reduced distributor claims returns from 24% to 11%, strengthening cash flow and governance. - Delivered commercial analytics on targets, KPIs, and primary vs secondary sales to enable data-led decisions. - Partnered with supply chain and logistics to improve OTIF by 5% through forecasting and delivery optimization.