Cummins Inc.

Director Business Development

• Provide strategic direction to achieve business growth targets.
• Responsible for overall P&L for the branch.
Provide leadership to parts, shop and field service supervisors.
• Spearhead safety, quality and velocity initiatives.
• Maintain relationships with key customers and suppliers.
• Support corporate groups in implementation of strategic initiatives.

Branch General Manager

Thompson Rivers University

• Teach Marketing courses at School of Business Education.
• Lead research projects in the field of B2B Marketing.
• Mentor graduate students interested in pursuing careers in Marketing.

Sessional Faculty

Finning (Canada)

• Maintained over 50% market share in assigned products in a challenging market
• Developed/ implemented marketing plans for new and declining products for continued growth
• Developed/ implemented OIAs (OPACC Improvement Agendas) action plans under the Leadership Table for MG, AT and LWL
• Refreshed/ executed business strategy for Paving and Compaction including new team structure and product addition.
• Reviewed/ clarified role of Product Application Specialist resulting in improved sales and customer satisfaction.
• Improved equipment forecasting process for better accuracy in line with the market demand and factory lead times
• Was responsible for achieving overall market share, profitability and inventory turns targets for the Earthmoving, Load & Haul and Paving products/ segments.
• Developed and implement vision, strategic direction and commercial strategy for the assigned products/ industry segments to ensure sustainable and profitable growth.
• Provided leadership to the sales organization and various internal groups such as supply chain, sales services, marketing communication, warranty, technical services, finance, used and rentals, in support of the assigned products.
• Fostered relationships with key customers, CATERPILLAR, suppliers and industry associations
• Participated in various CATERPILLAR Dealer Advisory Groups to drive and influence current and future product strategies for the assigned products/ industry segments.
• Identified and pursue business development opportunities including partnerships/ alliances and mergers/ acquisitions.
• Provided leadership to product manager, product application specialist and sales team to assist the business in achieving market share, profitability and inventory turns targets
• Organized sales and customer events including product trainings, industry events, factory trips and product demos to help grow market share and profitability.

Industry Manager Earthmoving

• Restructured heavy rents/ used equipment teams to achieve business turnaround and growth targets
• Successfully implemented CATERPILLAR’s rental and used operations certifications and foundational capabilities frameworks to gain operational efficiencies across the business.
• Developed and executed the digital marketing strategy for heavy rents and used equipment businesses including YardClub pilot and IronPlanet/ Ritchie Brothers partnerships respectively.
• Implemented a tiered branding strategy for used equipment including Caterpillar Certified Rebuilds to create sustainable differentiation and value in the market place.
• Provided leadership and direction to the heavy rents and used equipment teams to meet and exceed revenue, profit and fleet/ inventory utilization/ turns targets.
• Identified and pursued heavy rents and used equipment growth opportunities in collaboration with CATERPILLAR and regional/ sales management.
• Ensured safety of people at heavy rents and used equipment service shop in Edmonton through active engagement in safety committee, safety meetings and safety audits/ walkthroughs.  
• Developed and created domestic and international sales/ marketing channels and network to grow used equipment business
• Collaborated with key internal and external stakeholders including major customers to ensure business alignment, growth and sustainability.
• Spearheaded business process improvements in heavy rents and used equipment operations for gaining efficiencies in liaison with CATERPILLAR and internal support groups including Finance, supply chain and IT.
• Identified and explored/ pursued potential partners and acquisitions in complementing areas to support inorganic business growth.

Director Heavy Rents and Used Equipment

• Increased product support business across various products and industries including oil & gas, construction, mining, power systems and forestry industries.
• Expanded machine rebuild business by leveraging Caterpillar Certified Rebuild program and the emerging rebuild and repower opportunities in construction, forestry and mining.
• Grew the Finning Exchange (components) business in Mining, Construction and Oil & Gas sectors against increasing competition and changing customer needs.
• Led a team of product managers and product specialists across various products, services and industries to support and grow business.
• Identified and pursued new business opportunities in collaboration with regional sales teams, equipment marketing team, CATERPILLAR and customers
• Developed and executed go to market strategy, marketing programs, promotions, new products/ services, trade shows, exhibitions, customer events and sales trainings related to product support.
• Collaborated with CATERPILLAR, supply chain, sales/ service teams, technical services and other internal support groups to gain/ maintain desired support for the product support business.
• Identified and pursued potential partners and acquisitions to support inorganic business growth.

Business Manager Product Support

• Developed and promoted repair options framework for growing product support business in mining/ construction machines and gas/ diesel engines in power systems applications.
• Expanded Gas Exchange engines program to gain market share in the gas compression segment
• Grew parts and service business in collaboration with branches in power systems, mining and construction industries.
• Was responsible for the 4 P’s (product, price, place, promotion) for the assigned products/ services.
• Developed/ launched multiple products, services and programs/ promotions to help grow business.
• Identified and pursued new business opportunities in collaboration with the regional sales teams and CATERPILLAR.
• Coached, mentored and trained product support sales reps on assigned products and services and on major sales opportunities.
• Followed economic, industry and market trends to adjust marketing and sales strategies.
• Maintained relationships with key customers, suppliers and business partners to ensure required support and focus for the assigned products and services.

Product Manager

Engro Vopak Terminal Limited

Business Development & Customer Logistics Officer

Allied Engineering & Services Limited

Business Administrator and Project Specialist (6 Sigma)

Pakistan State Oil Company (PSO)

Project Engineer

Siemens

Trainee Engineer

I am a B2B Branding, Marketing and Sales practitioner with an academic twist (yes, “twist”!).

I am here to learn from others, share my knowledge and experiences and create collaboration opportunities for myself and others. 

I am an unapologetic Serial-Marketer...

...incessantly bringing fresh (and sometimes not-so-fresh!) products, services, brands and thoughts to the industry and academia. 

I love connecting ideas, people and resources in pursuit of audacious goals and achieving them (mostly as I also fail sometimes, which is ok!).

I am passionate about developing, energizing and elevating people and teams to optimal performance. 

If you haven’t guessed already, I am passionate about public speaking creating content and coaching/ mentoring on B2B Branding, Marketing and Sales.

Let's connect if you share my passions and interests.

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