Ali R.

Commercial Strategy | GTM Engineering | Digital Commerce

Toronto3.6k followers

Unileverex-Personal

ex-Philip Morris International

A disciplined & focused brand marketer with over 8 years of CPG & Tech experience with a proven track record for delivering high-impact results within a fast-paced and regulated environment Expertise in building consumer-centric brands, engineering smart strategies, delivering…
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end-to-end innovation and achieving execution excellence in both traditional and fast-paced start-up environments.

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GTM Index

UNILEVERJOB
1. GTM Lead – Digital Commerce
  7M
PERSONALJOB
1. Career Break | Family Leave
  10M
PROCTER & GAMBLEJOB
1. Sr. Commercial Growth Lead…
  3Y 3M
KEURIG DR PEPPERJOB
1. Sr. Mgr - eCommerce & Comm…
  1Y 11M
BRITISH AMERICAN TOBACCOJOB
1. Sr. Mgr D2C & Shopper Mktg
  2Y
ALIBABA GROUPJOB
1. Head of CPG Brands & Partn…
  1Y 10M
ENGROJOB
1. Brand Mgr
  2Y 4M
PHILIP MORRIS INTERNATIONALJOB
1. Regional Trade Mktg Mgr
  1Y 9M
2. Assistant Mgr - Brand Visi…
  1Y 4M

Job: Personal — Career Break | Family Leave · 2025-04 – 2026-02 · 10 mo — Took dedicated time to support my daughter through a premature birth and extended NICU period. Returned to work February 2026
Job: Philip Morris International — Assistant Manager - Brand Visibility · 2011-10 – 2013-02 · 1y 4mo — - Part of the brand team that laid the foundation in Pakistan for the biggest tobacco brand - Marlboro - Managed 4 regions nationwide in terms of Brand initiatives for the nascent premium category - Developed the Brand Health Tracker (BHT) in terms of TOM, Key Tobacco Brand indicators in conjunction with Milward Brown & AC Nielsen - Developed various trade category initiatives along with the trade team - for both wholesale & distributors - to streamline route-to-market - Co-developed a predictive analytics model to plan demand & devise incentive scheme for category growth
Job: Procter & Gamble — Sr. Commercial Growth Leader - dComm · 2021-12 – 2025-03 · 3y 3mo
Job: Unilever — GTM Lead – Digital Commerce · 2026-03 – present · 5 mo — Leading end-to-end build of Unilever International's digital commerce business across Amazon, Walmart, Instacart and Loblaws. Own full P&L accountability, agency and enabler relationships, tentpole merchandising strategy, and SKU portfolio decisions. Sourcing and scaling brands from Unilever's global markets for Canadian retail launches.
Job: Alibaba Group — Head of CPG Brands & Partnerships · 2015-11 – 2017-09 · 1y 10mo — - Heading omni channels, B2B and B2B2C channels – responsible for 22% of total NMV, with a 3% month-on-month growth - Defined and articulated partnership value proposition and prepare pitch materials to potential partners - Structured commercial partnership deals, and negotiated commercial terms and conditions - Built & nurtured Payments Business Development (BD) team to help lead, manage and drive forward all partner development, management and communications from first contact to wind-down. - Drove go-to-market strategy for Daraz Group’s growth with reference to digital and emerging payments, across 3 countries in South Asia - Initiated and created new business opportunities with payment…
Job: Philip Morris International — Regional Trade Marketing Manager · 2013-03 – 2014-12 · 1y 9mo
Job: British American Tobacco — Sr. Manager D2C & Shopper Marketing · 2017-09 – 2019-09 · 2y — - Authored communication & brand operational plans for the entire portfolio of the group as well as the alignment of the in-market activation campaigns - Led the implementation of the agreed route to market, merchandising, packaging, consumer / customer promotion and distribution plans to optimise the launch and growth of Pall Mall - the biggest tobacco brand in the world - Implementation of "Route to Consumer" strategy to drive "Connection", "Conversion" & “Retention” for all brands - Led the "Brand Innovation Strategy" team for long-haul interventions entailing consumer insight, communication, product development & digital - Worked alongside Strategy Planning and Insight Team (SPI) on ide…
Job: Engro Corp — Brand Manager · 2014 – 2016-05 · 2y 4mo — - Responsible for Brand innovation funnel and strategy, brand equity building, market share and profitability delivery on the CAD$+170mn brand portfolio (Masterbrand & tertiary variants) - Developed and implemented Strategic and Operational Plans to ensure that brand objectives are achieved - Developed and executed consumer communications strategies including TV, print, activation, along with media planning of all three - won the National Integrated Marketing twice in a row - Conducted a Gap analysis & segmentation study to identify areas for growth in the region, consequently launching 3 new SKUs which eventually contributed 19% & 29% in volume - Led product quality monitoring and product/…
Job: Keurig Dr Pepper Inc. — Sr. Manager - eCommerce & Commercial Partnerships (Beverage Portfolio) · 2019-12 – 2021-11 · 1y 11mo — Defining and driving the partnerships strategy by building & innovating end-to-end product & partnerships solutions that deploy our value prop through partners - from stage-gates NPI to development & implementation to marketing, and go-to-market.
School: Northwestern University - Kellogg School of Management — Executive Education, Business Administration and Management, General
School: Institute of Business Administration — Bachelor's degree, Marketing/Marketing Management, General

Skills

Competitive AnalysisBrand ManagementFMCGMarketing ResearchTeam ManagementConsumer BehaviourNew Business DevelopmentBusiness PlanningMarket ResearchAdvertisingIntegrated MarketingTrade MarketingSales OperationsMedia PlanningRetailDigital MarketingTeam LeadershipStrategyMarketingManagement

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Ali R.

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