Khurram Sarfraz

Zonal Manager - Center (Pakistan Snacks)

PepsiCo

Feb 2008 – Nov 200921 months

- Reporting to Commercial Director, the Center Zone comprised of 3 Regions covering 50% of Pakistan geographical area and contributes 67% volume to Frito-Lay Pakistan business - Span of control included a network of 152 distributions covering an outlet base of 60,000 outlets across Center Zone with a sales force of 400 salesmen and 60 FLP employees, generating an annual revenue of 3.6 Billion Pak Rupees - Delivered a growth of 45% in 2009 and 150% in 2008 through distribution development, route optimization, best in class execution and continuous capability development of the sales team - Initiated first ever Drop & Go Operation in Frito-Lay Pakistan by converting one distribution of Lah…

Regional Sales Manager - North (Pakistan Snacks)

PepsiCo

Apr 2007 – Jan 20089 months

- Reporting to Sales Director; the North Region extends from Jhelum to Attock, Azad Kashmir, Hazara Division and NWFP, contributing 26% volume to Frito-Lay Pakistan business - Developed distribution network across North Region - Developed and introduced pre-sell mono-distribution model in Rawalpindi city where every shop is serviced on twice a week basis. The initiatives resulted in two things; (i) increase coverage to 80%, (ii) average weekly drop size increased by 30% - Developed and introduced direct distribution model in Islamabad city. The KPIs delivered by Rawalpindi and Islamabad through new distribution models were then considered as benchmark for Frito-Lay Pakistan S&D - Develo…

Sales Development Manager (Pakistan Snacks)

PepsiCo

Jan 2006 – Mar 200714 months

- Reporting to Sales Director, member of the core team that initiated Frito-Lay Pakistan S&D - Appointed distributors across Pakistan to start Frito-Lay Pakistan S&D operation - Developed S&D IT Capability by implementing MEA S&D software - Developed different types of racks to be used for different types of trade channels - Developed in-store merchandising standards based on retail categories - Identified and selected new rack suppliers that provide quality racks at a very cost effective rates. This exercise lead to identification of 6-8 vendors and 60% reduction in rack prices - Signed an exclusivity contract for FLP with Beaconhouse School System, one of the leading chain of school…

Deputy Manager Marketing

Pakistan Telecommunication Company Limited

Mar 2005 – Jan 200610 months

- Assigned to re-establish the distribution network for PTCL calling cards in order to increase the current sales revenue of Rs. 1.3 billion by at least 50% by focusing on the following issues: (i) To identify nationwide distribution territories, (ii) To establish criteria for selection of calling cards distributors, (iii) Hiring and training of sales team, (iv) To identify different trade channels and sub – trade channels where calling cards could be sold, (v) To develop merchandising standards which includes different types of calling cards dispensing units and their possible placement in different trade channels /sub – trade channels, POP materials and shop signage - Assigned to launch…

Marketing Services Manager

Coca-Cola İçecek

Mar 2004 – Feb 200511 months

- Responsible to look after the local and national key accounts including its sales operation like Mc Donalds, Pakistan Railways, Subway, BBQ Tonight, Nandos, Café Student, Mr. Burger, Beaconhouse, City School etc - Developed new key accounts which includes Air Blue, Red Onion, Cafeterias of Unilever, ABN Amro, Mobilink & MCB Towers and food street of Rawalpindi having an annual potential volume of 70,000 cases - Played a key role in negotiations with Pizza Hut management for KO exclusivity in Pakistan & Afghanistan - Responsible to supervise the direct distribution operation of Karachi city - Assist S&MM in the selection of new distributors for Karachi and outstation - Involved in the…

Sales & Marketing Manager

Shahi Beverages (Pvt.) Limited (Bottler of The Coca-Cola Company)

Apr 2002 – Mar 200423 months

Zone Manager - Retail

Caltex Oil Pakistan Limited

Sep 2001 – Mar 20026 months

- Managing and increasing the sales of Caltex products at retail outlets - Improving the Company’s image at retail outlets - Counsel the Company’s dealers regarding the proper operation of their business - Coordinate with the Caltex stock point to ensure timely shipment of the products

Junior Engineer (Civil)

National Construction Limited

Sep 1996 – Jul 199934 months

- Associated with the execution of construction at various projects including Parliament Lodges at G-5/2, Islamabad. - Associated with the Engineering & Contracts Department, worked at Planning, Monitoring & Claims of different Projects. - Provide assistance to Managing Director in preparation of different housing proposals