Open to opportunities

MUHAMMAD RAZA

@muhammadraza6

Message

Seasoned commercial leader optimizing retail, supply chains, and exports across global markets.

Kenya

Message

What I'm looking for

I seek senior commercial or supply leadership roles where I can drive revenue and margin growth through data-driven retail strategies, supply-chain optimization, and cross-border exports within collaborative, growth-focused teams.

I am a commercial leader with a decade of experience developing strategic retail plans for FMCG and perishables across Europe, Africa, and Asia. I combine sales, marketing and export expertise to align KPIs and set performance benchmarks for B2B and B2C clients.

In regional supply roles I have managed end-to-end perishable supply chains, quality assurance (Global G.A.P./HACCP), post-harvest handling, cold-chain logistics and cross-border compliance while implementing ERP systems to improve inventory visibility and forecasting.

As a commercial and retail director I optimized operational performance through sales analysis, inventory and cash-flow forecasting, contract negotiation and omni-channel retail campaigns, and I’ve enhanced brand visibility using digital marketing, SEO and analytics-driven engagement.

I hold an International MBA from Queen's University Belfast and bring a data-driven, results-focused approach to commercial strategy, marketing activation and supply-chain optimization to drive measurable growth.

Experience

Work history, roles, and key accomplishments

Current

Regional Head – Supply

Current

Dastgyr

Jun 2025 - Present (6 months)

Manage end-to-end perishable supply chains across Africa, improving product integrity via Global G.A.P./HACCP controls, cold-chain logistics, and ERP-driven inventory visibility to reduce losses and optimize landing costs.

HACCP ERP Implementation Inventory Forecasting KPI Tracking

Commercial Director

Zutano Exporters Ltd

Nov 2022 - May 2025 (2 years 6 months)

Optimized operations through sales analysis, inventory and cash-flow forecasting, and contract negotiations while boosting brand visibility via digital marketing and omni-channel retail campaigns.

Sales Analysis Inventory Management Cash Flow Forecasting Contract Negotiation Digital Marketing SEO Supply Chain Logistics

Head - Sales & Retail Operations

A. Moosajee Sons

Nov 2021 - Nov 2022 (1 year)

Delivered data-driven sales strategies and retail compliance, coordinated marketing activations with agencies, and improved digital engagement through analytics to drive store performance.

Retail Operations Sales Strategy Agency Management Digital Analytics Customer Insights Visual Merchandising

Manager Retail Sales Operations

Edenrobe Apparel

Jan 2018 - Nov 2021 (3 years 10 months)

Led retail growth through customer-insight-driven sales strategies, marketing activations, and agency partnership management to ensure budget compliance and timely execution.

Sales Strategy Customer Insights Agency Management Budget Compliance Performance Analysis Merchandising

Brand Strategy Manager

IGNITE Advertising

Mar 2017 - Jan 2018 (10 months)

Designed and executed ATL and BTL marketing activations, including a Guinness World Record campaign for PepsiCo Lay’s, managing end-to-end project delivery and global team alignment.

Brand Strategy ATL Campaigns Project Management Global Collaboration Event Marketing Campaign Execution

Marketing Coordinator

Shandon Park Golf Club

Jul 2016 - Jan 2017 (6 months)

Developed annual marketing plans and multi-channel activation strategies using consumer analysis and market research to increase brand visibility and ensure cohesive campaign execution.

Marketing Planning Consumer Research ATL BTL Execution Campaign Management Market Analysis Multi channel Marketing Event Coordination

Consultant - Extended Enterprise

Northern Ireland Waters Ltd

Mar 2016 - Sep 2016 (6 months)

Advised on retail operations and supply chain optimization through competitor analysis, risk assessment, and organizational culture evaluation to drive strategic improvements.