Wishmah Hassan

• Drove +85% YoY growth in Water GMV, achieving a CAGR of 85.2%, while maintaining healthy gross margin accretion through strategic portfolio rationalization & SKU Mix • Established Beverages as a core growth engine for the business, driving consistent outperformance vs. category benchmarks in 5+ months and securing sustainable revenue streams • Improved contribution margins by ~3p.p. via supplier negotiations, optimized trade terms, and rebalancing SKU mix • Increased basket penetration by embedding Water SKUs in cross-sell campaigns, boosting AOV and frequency. • Closed 100% of annual BDA targets, securing USD 1.3M in advertising revenue, while delivering a +2% margin uplift through optimized rate cards and ROI-driven negotiations. • Took charge of the Milk & Yogurt portfolio after manager exit, ensuring continuity in sales and supplier management; protected NSV and GP% • Deployed data-led replenishment and assortment planning to track category trends, competitor movements, and consumer shifts translating insights into pricing, assortment, and promo strategies. • Worked closely with Product teams to improve category visibility, enhancing conversion rates and AOV

• Managed end-to-end trade execution across FMC (cigarettes), NC (nicotine pouches), and MoDi (vapes), ensuring 100% distribution compliance and availability across modern trade and key accounts. • Leading a team of 2 direct and 25 indirect subordinates with a universe of 100+ stores • Driving distributor competitions to improve KPIs  Bill productivity improved from 78% to 89% nationally • Planning and driving coverage expansion plans to achieve volume growth objectives • Tracking Bill Productivity, Store Productivity, SKUs per bill, Van Utilization and other KPIs to intervene where needed • Curated area-specific planogramming and visibility strategies that maximize share of shelf and improved

• Achieved 143% revenue growth and 43% growth in absolute value of margins through detailed data analysis and strategic planning. • Managed categories including Snacks & Confectionery, Beverages, Ice Cream, Tobacco, contributing to 27% of total business revenue and 18% of total front margin • Conducted in-depth market and data analysis to identify trends and opportunities and assortment gaps • Led special projects in the innovation lab, driving a 16% increase in later income by implementing sustainable initiatives like switching to non-woven shopping bags in collaboration with Coca Cola