Neelam Shehzadi
I bring over four years’ retail experience managing sales, in-store activations, and product launches across premium and FMCG environments. Skilled in POS deployment, visual merchandising, and supporting high-impact events, I thrive in fast-paced settings and ensure consistent, high-quality retail execution on the shop floor.
Managed local shopper activation projects supporting Vuse and Vuse Ultra across nationwide retail networks, ensuring alignment with brand and commercial priorities (e.g., national Ultra launch waves, seasonal retail campaigns). Led the development and deployment of POS and retail communication materials, adapting formats based on store type and visibility needs (e.g., testing trays, ISF backwalls, premium furniture, kiosks). Contributed to the concept development and execution of a premium Vuse Ultra brand activation during Monaco Grand Prix, translating brand guidelines into a high-impact experiential retail environment (e.g., pop-up concept store layout, visual merchandising, event communication assets). Coordinated 360° communication assets across retail touchpoints, ensuring consistency between in-store materials, field toolkits, and campaign visuals (e.g., printed visuals, catalogues, product menus, activation guidelines). Briefed and collaborated with creative agencies and print suppliers on artwork adaptation and production, reviewing layouts and ensuring correct specifications before final printing (e.g., dielines, material selection, size adaptations for different store formats). Forecasted POS quantities and managed distribution planning for national deployment, aligning timelines with supply chain and logistics partners (e.g., rollout across 110 sectors in France, phased activation waves). Supported sales teams with sell-in materials and structured activation plans to ensure consistent execution standards across regions (e.g., PowerPoint decks, retail leaflets, execution checklists). Conducted post-activation performance reviews using sales data to assess uplift and improve future material production and allocation (e.g., Power BI dashboards, Excel-based sell-in vs. sell-out analysis).
Supported planning and execution of B2C and B2B activation projects across retail and experiential touchpoints (e.g., Monaco Grand Prix, Brunch Electronik, Losange Expo). Assisted in the setup and coordination of pop-ups and in-store activations, including supplier briefing, logistics follow-up, and on-site support. Helped prepare activation materials and ensured timely delivery of POS assets and event elements. Monitored timelines and operational checklists to support smooth execution during high-visibility events. Collected field feedback and competitive insights to contribute to post-activation reviews and continuous improvement.
Channel Growth and Strategic Sales Execution: Managed and led multiple distributors to drive sales and expand brand presence across targeted territories. Achieved significant growth in FMC and Velo brands across diverse sales channels (i.e., E-com, Key-Accounts, Retail stores and Wholesales) through strategic initiatives. Directed a regional project to optimize management of active and unique handlers, enhancing the coverage efficiency and engagement. Managed the regional E-commerce and B2B channels, driving volume growth through effective online product management and streamlined order processing. Brand Growth and Strategic Market Presence Initiatives: Expanded legitimate market share and strengthened overall brand presence through strategic brand expansion initiatives. Spearheaded the launch of Vuse in Pakistan, identifying key outlets and designing targeted marketing strategies, leading to a strong market debut. Improved brand availability by optimizing supply chain processes, reducing out-of-stock occurrences. Led a team of 20 brand ambassadors and retail task force members to ensure high-quality in store execution and strong product visibility across multiple channels. Regional lead for Data visualization and interpretation: Developed a comprehensive dashboard in Power BI and Excel to monitor daily sales, route-to-market (RTM) performance, strike rates, and productivity metrics. Transformed complex data into visual formats to enhance forecasting, planning, and strategizing
Managed execution of trade marketing initiatives across a portfolio of 7 FMCG brands and 165 SKUs (e.g., Milkpak, Fruita Vitals, Everyday, Milo, Nesvita). Deployed national campaigns, price promotions, and new product launches across modern trade and traditional retail channels (e.g., key accounts, IMTs, wholesale – 11.5K outlets). Coordinated distributors and field sales teams to ensure consistent in-store execution and compliance with promotional guidelines. Monitored territory-level KPIs including sell-in, sell-out, availability, OOS, and execution quality, supporting corrective action plans where required. Contributed to launch planning and outlet prioritization during brand rollout phases, aligning activation with commercial targets.
Nuts About Nuts is an Online E commerce Based Venture. Where we provide our customers with customized packs of raw and flavored Dry Fruits. • Led a self-owned start-up of 5 members to offer healthy, customized, and organic flavored dry fruits. • Empowered deprived farmers by connecting their organic products from Gilgit-Baltistan to urban Metroplitan Market. • Devised and implemented offline and online marketing strategies on various platforms. • Established a network of clients, suppliers, and partners for effective doorstep delivery. • Conducted market research to understand customer needs and preferences. • Managed resources and logistics efficiently to ensure timely market connectivity.