MUHAMMAD IRFAN YOUSAF
Sales & Business Development Manager



Riyadh Saudi Arabia ? +966 55 216 2870 ? irfanyousaf416@gmail.com

LinkedIn: www.linkedin.com/in/ muhammad-irfan-yousaf-05a708a

PROFESSIONAL SUMMARY
Dynamic FMCG Sales & Business Development, Trade Marketing Professional with 15+ years of experience driving sustainable growth across Wholesale, Traditional, and Modern Trade channels. Proven expertise in RTM strategy, distributor management, territory optimization, trade marketing execution, and commercial planning. Strong record of achieving sales targets, expanding market share, reducing OOS, and leading high-performing teams. Adept at deploying digital tools, improving retail execution, and delivering business results through data-driven decision-making.
SKILLS
• Strategic Planning & Growth Analytics
• Revenue Growth & Budget Planning
• Product Branding
• Route To Market Expertise
• Distributor Management
• New Product Launch Planning & Execution
• Modern & Traditional Trade & Wholesale Operations • Trade Marketing Activation & Visibility Uplift
• Team Skill Improvement &Talent Development
• CRM Platforms, Salesforce & Fulcrum
• POS Census Planning & Analytics
• Communication proficiency
• Microsoft Office Expertise
WORK HISTORY
Territory Manager, 11/2018 - 11/2025
Philip Morris International - Riyadh, Saudi Arabia

• Led team of 15 Team members, managing 1500+ Traditional/Modern Trade outlets & 12 wholesale partners, ensuring full sales activities implementations and market coverage.
• Increased product availability by 90% with analytical decisions, optimized order cycles, and strong distributor coordination.
• Delivered significant increase in sales from 2.5 Million to 4.8 Million SAR through different Sales initiatives like VIC, JUMLA, NEDU & IKSAB.
• Improved RTM efficiency using retail census analysis, POS segmentations, improved coverage Numeric (100%) & WTD (80%), Visit frequency from 15 to 20 Visits
• Increased brand visibility by 90% TPOSM and 60% with PPOSM deployment with strategic merchandising & POS placement, increasing retail activation quality.
• Strategically planned launch of Reduced Risk Products (RRP), Product portfolio, launch events, product distribution and deployments
• Categorized 95 Modern trade stores (Tamimi, Meed, SASCO) and converted them to specific RRP product sellers including Devices and consumables
• Negotiated and closed strategic agreements with key retail chains (Trolley, D Point, Joy Mart, ADNOC, Aramco), securing premium shelf space, visibility contracts, and revenue targets.
• Expanded business network by onboarding 45+ premium tobacconists, establishing exclusive sales partnerships and increasing premium category revenue and brand presence.
• Identified and developed new business opportunities across untapped territories, increasing outlet universe and revenue potential.
• Rolled out digital execution platforms (IKSAB) enabling real-time performance tracking and higher interaction with trade.
• Strengthened customer relationships, increasing loyalty and improving wholesale sell-in/sell-out balance.
• Built team's capability through structured coaching, performance reviews, and sales skills acceleration, 10 TEs promoted to next levels
• Implemented cost-saving measures like Video Visuals, Remote merchandising, On Call Ordering to maximize resource utilization without impacting Sales and visibility KPIs.
Trade Program Supervisor, 07/2013 - 10/2018
Philip Morris International - Riyadh, Saudi Arabia

• Managed national trade program execution across 1,000+ stores in Central & Eastern regions.
• Ensured 100% compliance in program deployment, store audits, and POS activation.
• Improved ROI by developing outlet segmentation, prioritizing high-volume and strategic accounts.
• Enhanced distributor collaboration, ensuring smooth logistics, stock flow, and availability.
• Led field team training to enhance execution quality, retail engagement, and data reporting.
• Managed seasonal campaigns using digital reporting tools to ensure visibility and real-time KPIs.
Team Leader & Field Representative, 01/2009 - 12/2012
Philip Morris International - Riyadh, Saudi Arabia

• Directed teams executing nationwide trade activations, POS deployment, and promotional campaigns.
• Conducted retail census, optimized assortments, and expanded coverage through new route plans.
• Supported new product launches across GT and MT channels, ensuring rapid distribution and visibility.
• Led project coordination, resulting in timely delivery.
• Coordinated daily tasks, ensuring smooth workflow within team.
EDUCATION
Masters: Economics
Punjab University - Lahore
PERSONAL DETAILS
Date of birth: January-1981
Nationality: Pakistani

Marital status: Married
Visa status: Transferable

AWARDS
“Performance Beyond Expectations” Award — 10x, Recognized for excellence in retail execution, distributor development, and team performance.
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