Rizwan Akbar
Windsor
Summary
Dynamic leader with a proven track record at Pilgrim’s, achieving a 48% CAGR for the Just Bare brand. Expertise in ecommerce strategy and digital marketing, with a focus on team leadership and customer development. Delivered innovative solutions that significantly enhanced brand growth and optimized media spend. Highly-motivated employee with desire to take on new challenges. Strong work ethic, adaptability, and exceptional interpersonal skills. Adept at working effectively unsupervised and quickly mastering new skills.
Overview
22
22
years of professional experience
Work History
Head of Commerce (Retail and Food Service Brands)
Pilgrim’s
11.2020 - Current
- Responsible for growing Net Revenue across all channels within retail and food service segments.
- Grew Just Bare brand +48% CAGR through Q1 2025 and delivered 400 bps share growth since 2022.
- Just Bare is now #1 brand in terms of growth and share gain.
- Develop holistic Digital first strategy across Retail and Food Service Brands.
- Build commerce team to drive synergy in media and go to market strategies.
- Combining traditional marketing and eCommerce teams under one-umbrella of Commerce.
- Helped in lowering non-working media cost by 14% in 4 years.
- And faster go to market deployment.
- Successfully deploy retail media strategy to Launch brands.
- While looking for solutions to optimize digital shelf.
- Digitally influenced sales grew at 35% CAGR through Q1 2025.
- Representing 21% of total branded sales.
- Lead multiple brand campaigns within Prepared foods.
- Resulted in doubling Household Penetration from 4% to 8% in 3 years.
- Developed food service strategy.
- Focusing on providing solutions to commercial operators.
- Potential opportunity of +$400MM.
- Recognized by Amazon and Instacart as best in class strategy to grow Fully Cooked and Fresh Chicken Category.
- Lead customer category team to develop Kroger expansion strategy.
- Resulted in first retailer to carry Just Bare full assortment across all stores.
SVP Commerce
Publicis Groupe
02.2020 - 11.2020
- Lead Commerce agenda for global clients i.e. GSK OTC, Kraft Heinz portfolio.
- Managed the performance-driven model across all retailers.
- Helping client brand teams with strategic and sufficiency planning spend and Media Mix.
- Implemented concept of the holistic approach to Commerce across the funnel.
- Managed and developed teams to address the strategic and operational needs of the client.
- Worked with the GSK analytics team to develop performance models based on MMMs and eMIx allocation.
- Shopper profile and audience analytics.
- Deployed top-down methodology to right-size spending dollar across all retailers.
Global Director of Commerce
Neo / WPP
01.2019 - 01.2020
- Develop ways of working and hired Commerce team across NEO/WPP clients globally.
- Key focus included driving commerce agenda i.e. Pure Play and Omni Channel.
- Providing ongoing consultancy to teams globally in regards to eRtailers.
- Developed econometrics modeling to provide insights and support planning process.
- Developed full funnel approach to support brand strategy for global clients i.e. Nestle.
- Lead to strategic initiatives of product and audience-first approach.
- Resulted in successful new business opportunities.
- Developed forecasting and planning model from grounds up.
- Deployed at Fortune 100 clients during a brief process.
- Established connectivity with 3rd parties to enhance capabilities providing real-time insights.
- Enhanced standards of analytical support to ensure the client can maximize ROI across multiple tactics and activities.
- Developed Commerce 101 to provide thought leadership internally and globally with all clients.
- Deployed training programs to ensure the team is equipped with the latest tools to support the client.
Sr Director of Ecommerce
Newell Brands
01.2017 - 01.2019
- Led Ecommerce team of 15 personnel.
- Supported $2B Ecommerce business and managed $200M trade spend budget.
- Developed customer strategic planning process for Omni channel and pure-play customers across all divisions (Appliances and Cookware, Baby, Writing, Outdoor and Rec, and Food).
- Assisted the leadership team during the top to top meetings with key customers (Walmart, Target, Amazon, Pure Plays, etc.).
- Identified and presented to Amazon, key battleground items gaining 500bps in share.
- Provided and leveraged category insights and ROI measurement identifying +25% growth opportunities.
- Deployed digital share of shelf platform in collaboration with a 3rd party.
- Resulted in search terms optimization.
- Developed predictive analytics tools and socialized KPIs within the organization.
- Monthly business updates to leadership identifying risk and opportunities vs. plan & latest forecast.
- Derived consumer insights using Kantar; IRI and NPD.
Director Strategic Planning and Customer Development
Mondelēz International
01.2012 - 01.2017
- Managed P&Ls of global customers (Walmart, Tesco, Amazon, Alibaba, Carrefour).
- Represented 12% of MDLZ net revenue across chocolate, cookies, crackers, gum, candy, and cough drops categories.
- Drove annual planning process and strategic initiatives including brand launch, Ecommerce, and Two-Way Profitability.
- Served as a business partner to customer business, Supply chain, and marketing teams across all markets.
- Launched global brands campaigns in Europe and Asia (Belvita and Milka Chocolate).
- Won Walmart international supplier of the year award.
- Designed workshops to enhance analytical capabilities and deploy best practices.
- Identified $15M in gross to net savings.
- Standardized analytics modeling across North America, LATAM, and Asia Pac.
- Driving data to insight strategy.
- Assisted global customers and country business teams to advance the Ecommerce strategy.
- Improved monthly scorecard to provide greater visibility towards business i.e. weeks of coverage, order fill rate, in stock.
- Enhanced forecasting and improved service level to achieve customer KPIs.
- Supported Ecommerce workshop with the global customers enabling us to develop first ever check out APP at Walmart.com.
- Prepared and drove insights and decision support utilizing customer and channel P&Ls, ROI model, and various analyses.
Sr Manager Shopper Marketing and Category Development US
Kraft Foods Inc.
01.2010 - 01.2012
- Business partner to Beverage, Grocery, Oscar Mayer, and Cheese business units.
- Conducted trade planning, forecasting, customer profitability, ROI, and Finance lead in evaluating opportunities for $5B business.
Customer Finance Director
Cadbury PLC.
01.2008 - 01.2010
- Finance business partner to food, special markets, and drug mass channels.
- Managed budget preparations, forecasting, Trade Spend, customer profitability for Kroger, Rite Aid, Walgreens, Target, and Walmart representing the $700M business.
- Finance lead for strategic projects related to supply chain, M&A activity, and category pre-pack displays.
Finance Project Manager
Finance Project Manager, Americas Confectionery
01.2007 - 01.2008
- Led and defined project timetable for deploying gross to net process and inventory management system within SAP.
Internal Audit and Risk Manager for Americas Confectionery
Cadbury PLC.
01.2004 - 01.2007
- Planned, managed, and executed operational and financial audits within the various business units and support functions in accordance with company policies and procedures.
Finance Lead / R&D – Supply Chain
Cadbury PLC.
01.2003 - 01.2004
- Managed financial aspects of Science & Technology Plant.
- Developed financial controls and standard operating procedures for $40M.
Education
Certificate - Business Analytics
Wharton
MBA - Marketing and Finance
Punjab University
Bachelor of Commerce - Finance and Accounting
Punjab University
Skills
- Digital marketing
- Customer development
- Brand building
- Ecommerce strategy
- Media planning
- Retail analytics
- Customer insights
- Team leadership
Websites
Relevant Earlier Experience
Pepsi Cola International, Accountant / Supply Chain, West Asia
Timeline
Head of Commerce (Retail and Food Service Brands)
Pilgrim’s
11.2020 - Current
SVP Commerce
Publicis Groupe
02.2020 - 11.2020
Global Director of Commerce
Neo / WPP
01.2019 - 01.2020
Sr Director of Ecommerce
Newell Brands
01.2017 - 01.2019
Director Strategic Planning and Customer Development
Mondelēz International
01.2012 - 01.2017
Sr Manager Shopper Marketing and Category Development US
Kraft Foods Inc.
01.2010 - 01.2012
Customer Finance Director
Cadbury PLC.
01.2008 - 01.2010
Finance Project Manager
Finance Project Manager, Americas Confectionery
01.2007 - 01.2008
Internal Audit and Risk Manager for Americas Confectionery
Cadbury PLC.
01.2004 - 01.2007
Finance Lead / R&D – Supply Chain
Cadbury PLC.
01.2003 - 01.2004
Certificate - Business Analytics
Wharton
MBA - Marketing and Finance
Punjab University
Bachelor of Commerce - Finance and Accounting
Punjab University
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