Open to opportunities

laila Shigri

@lailashigri

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I grow FMCG e-commerce channels through P&L ownership, key-account partnerships, and data-led campaigns.

Pakistan

Message

What I'm looking for

I'm looking to lead e-commerce, trade marketing, or digital growth initiatives where I can own commercial performance, build strategic customer partnerships, and turn data into measurable volume, value, distribution, and profitability gains.

At Coca-Cola Icecek Pakistan, I led e-commerce across B2B and B2C, owning P&L, customer profitability, digital channel strategy, and annual business plans with customers including Metro, Carrefour, Pandamart, Bazaar, and Tajir.

I built an E-RED scorecard that reduced out-of-stock rates by 3 percentage points and improved distribution across retailers. I also improved product-mix profitability by 2 percentage points and grew 750ml SKU contribution from 1% to 3% in Gujranwala and Multan through retailer incentives with Bazaar Technologies.

Previously, I grew customer penetration by 50% by onboarding Retailo, Jugnoo, Daraz, and Bazaar, while leading key-account negotiations, campaign activations, and demand planning. My Real Magic Coca-Cola activation on Metro and Pandamart delivered a 10% volume increase versus last year and a 5% impression-to-conversion ratio.

My earlier work at Unilever and Easypaisa combined trade execution, digital adoption, customer acquisition, and behavioral analysis. I bring a practical, data-led approach to turning channel insights into stronger availability, engagement, volume, and value growth.

Experience

Work history, roles, and key accomplishments

E-commerce Lead

Coca-Cola Icecek Pakistan

Nov 2024 - Jan 2026 (1 year 2 months)

Owned P&L for e-commerce B2B and B2C business, driving volume and value growth through discounting strategy and customer-level profitability analysis. Built E-RED scorecard to reduce out-of-stock by 3pp and expanded B2B penetration in rural areas.

P&L management E commerce Strategy Data Analysis Trade Marketing Campaign Management Excel Power BI

E-commerce Channel Executive

Coca-Cola Icecek Pakistan

Dec 2022 - Nov 2024 (1 year 11 months)

Led annual negotiations with top 10 key accounts, growing customer penetration by 50% through onboarding new digital partners. Managed out-of-stock levels and activated campaigns that delivered a 10% volume increase.

Key Account Management E Commerce Operations Campaign Management Data Analysis Excel Power BI

Marketing Specialist

Coca-Cola Icecek Pakistan

Jun 2021 - Dec 2022 (1 year 6 months)

Developed e-commerce marketing strategy and activated campaigns across online platforms. Launched an internal marketing academy and a quarterly recognition program.

Marketing Strategy Campaign Management E commerce Marketing Training Recognition Programs

Territory Manager – Lahore

Unilever Pakistan

Feb 2020 - Jun 2021 (1 year 4 months)

Led digitization of order-booking via Jugnu app, covering 80% of territory and generating 500,000+ weekly sales. Managed distributor operations and grew Supreme productivity from 6% to 16%.

Digital Transformation Distributor Management Sales Strategy Category Management Team Leadership Excel

Assistant Manager, Customer Acquisition

Telenor Microfinance Bank (Easypaisa)

Dec 2017 - Jul 2019 (1 year 7 months)

Designed and ran churn-control campaigns achieving 4-5% conversion rate and reactivated 20% of churned users through engagement campaigns. Analyzed customer behavior to optimize campaigns.

Customer Acquisition Campaign Management Data Analysis Churn Prevention Mobile Marketing Excel