Open to opportunities

Aaraiz Hashmi

@aaraizhashmi

Retail merchandising and operations leader with 11 years driving GT/MT execution, trade marketing, and data-driven growth.

Pakistan

Message

What I'm looking for

I’m looking to lead national merchandising and retail execution for multi-client portfolios, scale field force performance, and grow revenue through GT/MT discipline, trade marketing, and data-driven decision-making—while building accountability across teams and distributors.

I’m a retail merchandising and commercial operations leader with 11 years across FMCG, beauty, q-commerce, and consumer electronics. I’m known for GT/MT execution, retail operations, and trade marketing—using commercial analytics to turn field activity into measurable revenue growth.

In my current role as GM Retail (Merchandising) at Resource Linked, I lead retail execution for approximately 14 national and multinational clients, including L'Oréal, Haleon, Engro, Reckitt, Mondelez, CBL, Upfield, Hilal, Tapal, Selsun, Shan, and Packages. I oversee a nationwide field force of 1,585 merchandisers and 90 supervisors, driving consistent execution standards and service levels across multi-client accounts.

Before this, I delivered strong, outcomes-led results in consumer electronics and beauty. At Samsung, I drove 32% total volume growth in the North Zone versus 2024 and delivered 210%+ promotional KPI performance on key launches, while maintaining 92%+ flooring compliance on flagship TV and WM displays. At L'Oréal Pakistan, I managed key accounts and territories, achieving 48% above-average skincare growth, 108% hair care growth, and standout results including PKR 42M in sales (67% EVO) and category expansion of PKR 22.8M Hair Color (+44%).

I bring a leadership mindset grounded in field coaching and cross-functional execution. From distributor onboarding and category expansion to improved shelf execution and campaign effectiveness, I focus on disciplined merchandising, availability, and in-store standards—so teams and partners can win sustainably.

Experience

Work history, roles, and key accomplishments

Current

GM Retail (Merchandising)

Current

Resource Linked

Apr 2026 - Present (3 months)

Head the merchandising department, overseeing national retail execution across ~14 client accounts. Lead a nationwide field force and management team to ensure consistent GT/MT execution and reporting standards.

Retail Operations Merchandising Management Retail Execution Team Management Performance Management Trade Marketing Distributor Management Reporting Commercial Analytics

Zonal Sales Manager

Samsung

Jun 2025 - Dec 2025 (6 months)

Drove North Zone year-over-year volume and QLED TV growth and managed premium retail execution. Led the Samsung Brand Store launch and improved promotional and incentive KPI performance.

Sales Growth QLED TV Sales Retail Execution Visual Merchandising Incentive Programs

Key Account Manager, South

L'Oréal Pakistan

May 2024 - Jun 2025 (1 year 1 month)

Managed South Zone key accounts across MT and delivered above-benchmark skincare and hair care growth. Improved sales through account prioritization, promotional optimization, and distributor alignment with trade marketing and supply chain support.

Key Account Management Modern Trade (MT)Sales Growth Distributor Alignment Trade Marketing Supply Chain Coordination Shelf Execution

Area Sales Manager, Islamabad

L'Oréal Pakistan

Jun 2023 - Apr 2024 (10 months)

Led channel and key-account strategy to drive record sales, including hair color and hair care growth. Built distributor capability through coaching, training, and execution standards.

Channel Strategy Trade Execution Coaching Training Sales Performance Management

Area Sales Manager, Multan

L'Oréal Pakistan

Oct 2022 - May 2023 (7 months)

Expanded GT footprint by onboarding sub-distributors and improved numeric distribution reach. Delivered highest-ever MT revenue through premium shelf negotiations and in-store activations while growing key categories.

GT Footprint Expansion Numeric Distribution Growth Premium Shelf Negotiations In Store Activations

City Manager, Gujrat

Foodpanda

Nov 2021 - Sep 2022 (10 months)

Owned city-level commercial performance, achieving revenue and target performance through advertising and operational improvements. Increased revenue per order by optimizing menus, pricing, and promotions, and improved vendor profitability and basket size.

City Level Commercial Management Revenue Management Menu Optimization Basket Size Growth

Sales & Brand Management

British American Tobacco

Jun 2015 - Oct 2021 (6 years 4 months)

Managed sales, distribution expansion, and brand programs across multiple regions, including limited-edition launches and consumer trial activation campaigns. Led distributor and field execution through indirect distributor programs and coached brand ambassadors to meet consumer contact targets and premium growth goals.

Brand Management Sales Execution Distributor Management Trial Generation Indirect Distributor Program Territory Management Brand Ambassador Premium Segment Growth