IRFAN A.

KHAN
Address: Garhoud – Dubai, United Arab Emirates
Mobile: + 971 55 514 5225 | Email: irfan.iakq@gmail.com

Group Trade Marketing & Sales Strategist - B2B & B2C

Strategic Brand Activation| Sales| Trade/Channel Marketing l Brand Analytics

 Marketing & Sales Manager with 10 years of experience in F&B FMCG (Ambient Foods) and Food &
Apparel Retailing.
 Management: Recruited, hired, and trained over 30 marketing and sales specialist, improving overall sales
targets.
 Define and implement a 360 Marketing Regional Action plan for retail and wholesale.
 Proven record in managing product launches that increases brand awareness and sales.
 Directed launch of 22 new product lines, with an average return of 48.9% annually.
 Achieved recognition in the Gulf Food 2018 as the best innovative product in the coffee category.

WORK HISTORY ______________________________________________________________

HAN's, AyCafe – Coffee, Tea & Soup (Ambient Food - FMCG & Retail) - Dubai – UAE / Turkey
Group Trade Marketing & Sales Strategist Manager B2B & B2C (Jan 2015 – Present)

 Developed new promotional campaign by bundling products together, increasing sales revenue by 13%.
 Saved more than 600K+by negotiating new contracts and listing fee with vendors, retailers & fabricators.
 Recruited, hired, and trained over 30 marketing and sales specialists, improving overall sales targets while
maintaining 90% in employee retention
 Achieved recognition in the Gulf Food 2018 as the best innovative product in the coffee category.
 Directed launch of 22 new product lines, with an average return of 48.9% annually.
 Initiated better price points, trough primary and secondary market research methods.
 Launched Cash Cows product line, to achieve better cash flow for the company, through business &
market intelligence research.
 Spearheaded the design of an innovative Instant Coffee / Tea / Soup in cups.
 Drive in-store merchandising efforts with key retailers, increasing product sale on shelves by 3 times.
 Responsible for the media activities of the brand in the region: Media planning & Budgeting
 Develop a Media Strategy adapted to the market and in line with the Brand’s guidelines
 Manage the coordination of all trade shows, exhibitions, fabricators, sales training, marketing collaterals
& incentive programs.
 Responsible of the Brand’s image in the region: Ensure a perfect representation of the brand in all POS in
terms of Visual Merchandising, new concept and maintenance
 Support the regional partners in terms of Visual Merchandising by providing guidelines, regular visits,
trainings
 Define and implement a 360 Marketing Regional Action plan for retail and wholesale.

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LSH Holding (Al Homaizi Group), Dubai – UAE / Kuwait
Brands: Al Rifai, Mani, Go Nuts, IKEA, Destination Maternity
Channel & Trade Marketing B2C & B2B – MENA (Feb 2012 – July 2014) (Reporting to Group CEO)

 Managed marketing functions with a budget of AED 11MM, including brand management, product
launch, advertising, marketing collateral, and events

 Responsible for the media activities of the brand in the region: Media planning & Budgeting
 Develop a Media Strategy adapted to the market and in line with the Brand’s guidelines
 Spearheaded the research and new product development for new product lines, flavors and pricing
strategies through primary and secondary research methods.
 Manage the coordination of all trade shows, sales training, marketing collaterals, incentive programs.
 Held additional responsibility of Assistant Retail Operations Manager GCC and ensure all retail functions
are optimized to the best level.
 Achieved UAE 90% penetration and coverage of the Modern trade, Lower trade, and self-service outlets.
 Introduced 3 brands under the same category to maximize sales by covering 3 price point consumer
segments.
 Achieved up to 45% market share for 3 brands in 2 years, and increased sales by 111% within 3 months
for 1 brand.

Brand Hotline, Inc., Dubai, UAE

Consulting to various FMCG & Retail Brands
FMCG Brand & Market Intelligence Analytics (Feb 2010 – Jan 2012)

American University in Dubai, Dubai, UAE

Private Tutor (Jan 2008 - May 2010)
 Tutoring students in Economic Studies, Finance, Statistics, Business Modelling and Marketing
studies.

AWARDS ___________________________________________________________________ ____

 Awarded with H.H Sheikh Mohammed Scholarship for outstanding achievement.

 Awarded by H.E Consulate General of Pakistan for the USA, for community outreach programs in LA,
CA - USA.
 Golden Falcon Award for various community work and awareness programs.
 Silver Falcon Award for various community work and awareness programs.

EDUCATION ___________________________________________________________________ _

 Bachelor of Business Administration – Finance, American University in Dubai, Dubai - UAE - 2010
 Executive Associate of Business Management, Cerritos College, Los Angeles, CA - USA - 2004

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