About Arif Habib
27 years in MNCs – Marketing Leader
MBA and PhD in marketing
International Awards on Innovation
Author of three books
Keynote speaker international conferences
Invited Talks in IIT Delhi, IIMs, Major Univ
Founder – Global Ideaz / Export Coach
1000+ hours of invited talk / teaching
PROFILE SNAPSHOT
· 27 years of Industry experience leading marketing function and Strategic leadership for MNC in Indian and Foreign markets – ITC Ltd, P&G-Gillette, Marico Ltd, London Dairy, Emami Ltd and Global Ideaz Co.
· Currently Life Coach & International Business Coach with Global Ideaz Co since Sep 2021 – Both Online and Offline mode (including IIT Delhi, IIMs and Major Indian Universities.
· BATs Train the Trainer (CES Series on Marketing) & IGD London Trainer– Category Marketing Management.
· 18 years in Global markets and 9 years in Indian market as leadership positions.
· PhD (HC) from University of Wales and KAUST for work on “Global Dexterity Marketing approach to International Business – strong co-relation to Business performance”.
· Full Time PhD Thesis submitted & Viva completed under Director, BIT Mesra Ranchi
· 1000+ hours of teaching in Universities / Management schools / IIT Delhi as invited industry speaker, key note speaker, and Coach and Chairman of Technical Committee in International Conferences in Major Indian & International Universities.
· Author of 3 Books – India a Brand, Culturify & Make Profits & Think Localization – Win in Startups.
· 11 published articles in academic journals.
· Invited Talk and Publication in proceedings for Major Universities including Somaiya Vidyavihar Mumbai.
· Inducted into Gillette Hall of Fame. Major Industry and Academic Awards at National & International Levels for Marketing Innovation.
· Marketing Growth Funnel Expert – Correcting the “Manufacturing Mindset” for Marketers.
Notable Accomplishments Across the Tenure
·Marico Innovation Award, Gulf Marketing Review award, London Dairy awards as Launch and growth success in international domain. Gillette Hall of Fame for Business success in Indian domestic business.
·Steered efforts in ascertaining strategic CAGR growth of 41% in adversity across MENA region and India tenure over last 27 years.
·Challenged, Researched, Porotypes and implemented new approach to Marketing, International Marketing and Digital Marketing and Marketing Growth Funnels.
·Strategically & successfully re-launched current Brands in Skin Care, Hair Care, Hair Care Range, Soaps, Perfumes, OTC Ayurveda products & Food (Rice, Tea, Food, Processed Food, Edible Oils, Ice cream) with 40%+ CAGR/
·Launched the Brands from India to MENA region. Led Marketing for Indian Brands. Mentorship for startup brands.
WORK EXPERIENCE
Since Sep 2021 - Director Global Ideaz Co – Coaching / International Business Startup Training
Set GTM frame for Indian Start up Exports to Saudi Arabia, Bahrain, Qatar, UAE, and Oman including Distributor selection
Aug’16 – Sep 2021 with Emami Limited (International Business Division), Jeddah as Senior General Manager (KSA Country Head & International Business Development)
Highlights:
· CAGR 42% in adversity
· Handled brand Emami Fair & Handsome, Boroplus, Navaratan Oil, Zandu, and Emami Healthy & Tasty
· Strategically managed the Category - Brand Transformation and GTM (Go-To Market Transformation); identified focus markets namely – Middle East & North Africa
· Collaborated with Sales & Marketing Team to transcend current commodity approach in some countries to an International (Brand for markets approach based on Insights & Need-Gap-Fit matix) and same for GTM strategy
· Delivered 58% growth in KSA, 52% in Middle East region and 32% in North Africa region
· Managed the private label business with Emita Ltd. for GCC, and North Africa region
· Led the new NPD range called “701 from Emami” with cultural mix of Indian Ayurveda and Arab power ingredients
· Successfully launched Emami Paperboard in Saudi and touched SAR 3.8 million business in just 6 months of 2019, launching with major packaging companies
· Worked for 4 months on domestic acquisition due diligence and brand / sales /category ROI /payback period for India and Global market
· Launched Emami Agro including Rice brand, and Emami Paperboard Ltd in KSA.
Jul’09 - Jun’11 with Emami International – KSA, Bahrain Egypt & North Africa as Deputy General Manager (Sales)
Highlights:
· CAGR of 41%
· Drove growth & managed in-depth analysis of markets, industry trends, competitors & clients to improve strategic planning & decision making; promoted a culture of operational excellence through transformation of organizational culture, systems and processes
· Supervised the development of a new distribution structure and outlet classification; Led a vast consumer research, retail audits and captured manufacturing inputs for the creation of new product development module for international markets; established a business blue print for new brands/new products for new geographies
Aug’02 - Jun’09 with Marico International Business KSA, Egypt, UAE & North Africa as Head Sales (Middle East & North Africa including UAE, KSA and Egypt)
Highlights:
· CAGR 42%
·Successfully enhanced the Supermarket & Modern Trade Business by introducing the concept of category management, space management and trade marketing; leveraged training to the team on the above concepts for achieving over 1.58 times higher share of facings
Improved the business process by implementing ERP in the sales department; led the introduction of new IT based processes & controls for leading and lagging performance indicators
Fronted the export sales business for North Africa regions such as Libya, Tunisia, Algeria and Sudan
Aug’98 - Aug’02 with Gillette India - Eastern India
Highlights:
· CAGR of 43%
· Expanding coverage focus, Share of Shelf, and distribution
· Successful Launch of Gillette Brands in Eastern Region
· NPD lead for Gillette NPD - Tube Shave Gel.
· Disproportionate growth in Brand Gillette, 7 O clock, Duracell, Oral B and Braun with innovative distribution & display expansion
Aug’93-Sep’98 with ITC Ltd, UP, Haryana, Bihar and Delhi, India
Growth Path:
Aug’93 – Sep’96 as Area Sales Executive, Patna
Sep’96 – Aug’98 as Area Sales Manager, Delhi
EDUCATION
· MBA (Marketing) from LN Mishra Institute of Economic Development and Social Change.
· International MDP from BAT- USA, IGD- London, Qualified Learning Systems & Gillette- London
· Honorary PHD Degree on Business Administration from University of WalesBridge, California, USA on “Disruption by Indian Hair Care FMCG brands in international markets through Consumer research led Innovation”
· Registered UGC PHD Scholar on “Role of Global Dexterity Cultural Competency” of International Assignee & its impact on growth of Indian FMCG companies in Global Space” with international research publication
PROJECTS MANAGED (last 5 years)
· Marico - Research & Data Analytics based Due Diligence & Acquisition in Egypt
· London Dairy Brand Transformation project
· German Brand Creme 21 acquisition
RESEARCH PAPERS
Published research on “Co-relation of Global Cultural dexterity-index to growth performance of FMCG companies in Global arena- both in brand positioning by country-culture-7-dimensional matrix, and customized distribution strategy
1) The pioneering research on Global Dexterity Marketing approach - The Art of adapting People & Products in foreign markets without losing core Brand DNA in that process – A new approach to International Marketing to disrupt global business growth.
2) Global Cultural Marketing co-relation to Profits – A case study of Global Marketing Dimensions & Cultural Marketing Competency index & its impact on global business performance (ISSN-2348-83001)
3) Evolution of Global Retail Chains – The Mirroring of Need Hierarchy Model and its impact on business performance” (ISSN-2582-8169)
4) Art of Marketing Dexterity & its impact on Business performance – ISBN Number (978-93-94-599-05-5)
5) Disruption Idea in “Make in India” Exports through Inter Disciplinary Research – Monetizing India’s wellness Equity for Sustainable export growth (ISBN Number 978-93-94-599-04-8)
6) Critical research on emerging terms in area of digital marketing in context of core concept of marketing evolution – This is not marketing.
7) The 15 Cs of Successful startups – A researched model for successful startups launch & upscale process.
8) 17th SIMSR Global Marketing Conference – Redefining Customer Journey – KJ Somaiya Institute of Management Mumbai – 2022 “Evolution in Retail Customer Marketing – Impact of Customer Variables & Need Hierarchy Model on growth of Indian MNC brands in Global Retail Chains”
9) Global Dexterity Marketing – Sustainable growth model with four Ps Frame – People, Product, Plausibility & Planet in line with India’s G20 leadership vision.
10) Monetizing India Wellness Equity for sustainable planet & people friendly business growth in line with India vison for G20 growth.
Book Reviews & International Coach
· Wrote summaries & analysis for professional / academic learning for following books on blogs/ corporate training.
o Digital Marketing Strategy: By Simon Kingsnorth
o Edge – Value Driven Digital Transformation: By High Smith
o Obstacles Welcome – turn adversity to advantage in business & life by Ralph De Vega
o FAQs on Marketing – By Phillip Kotler (attended his seminar on same in Dubai 2016)
o Blue Ocean Strategy – How to create uncontested Market space & make competition irrelevant by W. Chan Kim
o Managing across cultures – Seven Keys to doing business with global mindset by Solomon & Schell
o Good to Great – Why some companies make the leap & some don’t : Jim Collins
o 8th Habit – From Efficient to Excellence by Stephen R Covey
o Game Changer – Ram Charan
o Category Management & Trade Marketing – BAT Series
· International MDPs
o Competitive Edge Series – By British American Tobacco Company, Boston, USA
o Competent Manager series by Gillette Inc, Boston, USA
o Category Management – By IGD, London
International business – Brand & Product transformations by IGD London
