Anas Yaqub

Working as Brand Executive VUSE across 19 Countries in the Middle East, South Asia & North Africa region

Responsible for business development, Strategy & execution of Modern Disposables.

• Assisting the media and analytics team to maintain quality control of the media campaigns in market and continually evaluate and improve performance.

• Core member for Influencer Partnerships and Content - Always On posts across Social Media Platforms (Instagram, Facebook & YouTube)

• Handling & Managing the Social Media Community platforms for VELO Pakistan.

• Tracking mood behind Modern Oral - VELO through Social Listening to create an early warning alert to know how the brand & the Campaign is being perceived.

• Championed New Category proposition, Velo – Oral Nicotine, within Lahore
• Area across multiple channels, General Trade, E-commerce, and Activations to fuel growth via distribution footprints, consumer reach and disruptive engagement
• Ensured availability & visibility of the New Category proposition at 100% of the landscape within 2 days of the launch; 550+ outlets recruited as per Trade
• Coverage Plan
• Area champion for leading numeric expansion and retailer engagement in
• Lahore; ensured 40% average productivity and 4,000+ number of active handlers in L+6 months, highest among test markets nationally; 17%+ national average
• Planned and executed disruptive consumer engagement plans for new category launch, oral nicotine proposition named Velo via Executive
• Conversion at workplaces & recreational POCs; 2,000+ consumers contacted
• Spearheaded Direct-to-Consumer initiative in Lahore Area by creating synergies between in-house order management platform and 3P distributor; ensured on time, in full deliveries on a real-time basis at Area level

• Transformed the distribution hygiene, ensured efficiency and optimized costs while managing the 3rd biggest territory of the region
• Ensured establishment of a fit-for-future, purpose-built distribution premises as per the Distribution Management Manual to ensure 100% compliance while adhering to health and safety guidelines particularly during pandemic
• Amped up the distribution operations efficiency via fleet management and optimization of cost to serve; 20% routes restructured & 55% capacity enhancement of fleet
• Ensured highest volume sales across all rural territories nationally for the
• VFM offering, Gold Flake, during the relaunch; 12%+ vs national AMS
• Project Cyberspace – Lead the conceptualization and execution of an e- commerce platform ensuring real-time, 24/7 distribution to a landscape of 1200 Trade Loyalty program outlets ensuring availability of key brands across high traffic POCs; delivered 12% incremental volume over monthly average
• Project Lexamentum – Improved numeric coverage of premium offering,
• Dunhill, via focused & phased expansion; ensured 75% availability across the covered universe
• Strategic Leadership Agenda 2030 (SLA) – Member of the core team in strategizing the 10-year horizon on which the future leadership agenda will be based on

• On-ground alignment and execution of National Trade Marketing strategies and Sales Operation Plan
• Achieve volume, visibility & availability targets as per Brand Coverage Plan (BCP); greater focus on achieving weighted distribution of New Product
• Initiatives (NPIs)
• Deliver RTM KPIs - achieving of weighted distribution, curtailing out-of- stocks, and optimizing distribution costs
• Ensure stock rotation in the market to deliver best product quality at retail
• Enhance retail coverage in remote villages via Rural Expansion Drive; ensure beat-wise profitability
• Direct Business Plans and Rural Development Plan for Distributors at Area
• Level to improve distribution footprints in rural pockets
• Called in for an Attachment in Karachi at the launch of NPI (John Player)
• Assisted the Karachi Team in ensuring availability to the targeted Incubation
• Outlets and monitoring Repeat purchases to look out for High Offtake outlets and focus on low selling / offtake outlets

• Managing Portfolio of 3000+ clients with being Key point of contact between the organization and clients: answering queries, offering advice and introducing new products.