1. 1
CONTACT DETAILS
Rashid Sethar
B‐248, Friend’s Cooperative Housing
Society, Airport Road, Sukkur, Sindh,
Pakistan
Tel (Res): +92 71 580 4530
Cell: +92 300 831 1182
rashid2001@yahoo.com
Skype: rashid.sethar1
AREAS OF EXPERTISE
 Administration
 Management Procedures
 Human Resource Management
 Project Management
 Business Improvements
 Sales & Marketing
 Distribution Networking
 Financial Control & Budgeting
 Customer Relationships
 Planning and Forecasting
 Production Planning & Quality
Control
 Employee Relations
 Shipping & Logistics
 Inventory & Stores
 Market Research
PERSONAL SUMMARY
An articulate, capable, competent, talented, confident and results
orientated general manager with experience of leading high
performance teams and of successfully increasing efficiency and
productivity whilst reducing costs and inefficiencies. Ability to keep a
level head at all times, nurtures and grow a business, evaluate
opportunities and risks and also deliver innovative new solutions to
challenges. Possessing excellent client facing and configuration skills
and highly successful in helping define company direction, achieving
goals and optimizing business; seeks the next big career challenges as
management, sales & marketing professional to apply his education,
training, knowledge, skills and expertise on a larger scale with some
ambitious company / reputed national / international organization that
values passion, positivity, integrity and hard work in a productive
environment with the opportunity for advancement and professional
growth.
CAREER HISTORY:
Sukkur Beverages Pvt. Ltd., (Pepsi Cola Franchise)
1992‐ 2015
General Manager (Operations)
Joined Sukkur Beverages (Pvt) Ltd; as a Sales Manager in the year
1992. After successful completion of 4 years, I was promoted as
Marketing Manager in the year 1996. In recognition to my services,
hard work and continues growth in business; management promoted
me as Deputy General Manager in the year 1997.
After successfully & effectively accomplishment of new responsibilities
and targets, I was offered to assume position of General Manager in
the year 2000.
Being a General Manager (Operations), I was assigned setting up
company’s goals & objectives and overall supervision of company
operation with some following major responsibilities:
 Designing, formulating & implementation of annual operational
plan which include Sales & Marketing, Production & Quality
Control, Financial Control & Budgeting, Federal Excise & Sales Tax,
Administration, Inventory Control, Shipping & logistics,
Management Information system and close liaison with Pepsi Cola
International and concerned Government Departments.

2. 2
PROFESSIONAL EDUCATION
& CREDENTIALS
 MBA 1st
Division with Major in
Marketing from Quaid‐e‐Azam
University, Islamabad, Pakistan in
the year 1990 with following
dissertation projects:
o 10‐Year Financial Analysis of
State Life Insurance
Corporation of Pakistan.
o Marketing strategy of Lever
Brother Pakistan Ltd; (Cooking
Oil)
 BSc, 1st Division with 76% marks
from Shah Abdul Latif University,
Khairpur, Pakistan in the year
1987
PERSONAL & PROFESSIONAL
SKILLS
 Administrative skills
 Entrepreneurial spirit
 Professionalism
 Relationship development
 Excellent Communication &
Influencing Skills
 Very creative & innovative
 Adaptive, persuasive and
persistent
 Capable to lead, highly motivated
& organized
 Make good judgments and can
handle stress & work well under
pressure
 Fully conversant with MS
Windows (all versions), MS Office
Suite Professional Programs (all
versions), including Microsoft
Word, Power Point & Excel.
 Developing and managing new markets and product launch
therein;
 Gathering and analyzing market research information to develop
markets and brand strategies; responsible for writing and
designing of sales proposals;
 Identifying, negotiating and maintaining key account to sustain
maximum market control, creating and executing special
promotions for retail channel; cultivated relationships with key
accounts. Building and advancing relationship with new and
existing distributors/dealers/ dealers/trade;
 Supervising distributors/dealers/trade accounts; creating
marketing; advertising/sales promotion and sales programs for
distributors/dealers/trade;
 Identifying areas where company is losing market share; creating
strategy for improving market share, solving sales problems;
creating promotion to drive sales during off‐peak season;
 Analyzing competition reports and studying competitor’s products
to identify strengths and weakness; market trends and forecasting
their next move.
 Monitoring sales and goods produced considering
customer/distributors demand in the market;
 Planning sales and marketing budgets, follow‐up and control
planning and organizing advertising and display/signage to get
consumer attention. Also responsible for selecting media which
best fit in the current market situation at local level;
 Preparing and Planning Company budget & cash flow, short term &
long term investments and marketing budgets.
 Preparing and implementing annual sales plans to gain more
territorial sales volume.
 Developing communication strategies required in evaluating
information for the remote area operations; rural areas in specific
and urban areas in general;
 Looking into customer complaints and ensuring customer
satisfaction with company and products.
KEY ACHIEVMENTS :
 Designed, implemented and supervised plant expansion including
new filling lines, PET bottle blowing plant, GEN 2 GREEN water
treatment plant (first ever plant in beverages industry).
 Achieved highest market shares among all 10 franchises of Pepsi
Co. in Pakistan under my leadership.

3. 3
 Can read, write & speak English,
Urdu (national language) and
Sindhi (regional language)
COUNTRIES TRAVELLED
 Saudi Arabia
 England
 Malaysia
 Thailand
 South Africa
 Italy
 Hong Kong
PERSONAL INFORMATION
 Birth Date and Place : Born
January 05, 1963, Sukkur,
Pakistan
 Nationality: Pakistani
 Physical Condition: Excellent
Health
 Marital Status: Married having 3
children
 Recreations: Reading, Music,
Watching TV, Social networking
& Web surfing
 CNIC # 45504‐6852650‐9
REFERENCES
May be furnished upon request
 Raised sale from 2.20 million cases to 17.09 million cases during
my tenure in the company.
 Raised plant production capacity from single filling line to 5 filling
lines.
 Regularly regarded as the key resource and problem solver in
organization.
 Appreciated by customers for exceptional follow through, integrity,
and commitment to quality service.
 Record of establishing strong repeat and referral rates resulting in
consistently exceeding corporate and organizational performance
goals.
 Achieved first time ever highest volume in the history of the
company.
 Created new markets where existing product seized to exist.
 Created very successful promotion campaign for existing products
that brought an unexpected high amount of responses.
 Under my leadership and supervision, company achieved some
following awards
 Sustainable Blue Green Quality Award (SGB) in the year 2010,
2011 and 2012
 1st
Position 3D quality challenge award in the year 2010
 AIBI (American Institute of Baking International) – Superior
rating plant award obtained 930/1000 marks.
OTHER EXPERIENCES / AFFILIATION /
MEMBERSHIP WITH PROFESSIONAL
ORGANIZATIONS
o Taught courses “Organization Behavior” & “Marketing
Management” to the students of BBA program in Institute of
Business Administration, Sukkur during the year 1996.
o Member Executive Committee, Sukkur Chamber of Commerce &
Industry, Sukkur.
o Senior Vice President, Sukkur Chamber of Commerce & Industry,
Sukkur. (2003‐2004).
o Member, The Federation of Pakistan, Chamber of Commerce &
Industry.
o Member, Standing Committee on Education‐ The Federation of
Pakistan, Chamber of Commerce & Industry.
o Member, Zonal Standing Committee on Arbitration and Legal

4. 4
Affairs‐ The Federation of Pakistan, Chamber of Commerce &
Industry
o Chairman, Works Committee S.I.T.E. Ltd, Sukkur
o Member, Alternate dispute resolution committee, Collectorate of
Customs Hyderabad. (Nominated by CBR)
o Member, Mono‐Technical College, Sukkur. (Nominated by Board
of Technical Education Sindh)
o Executive Member, Aasthan Latif Welfare Society, Thatta
(Charitable / Development organization working for Girls
education in the rural areas of Sindh)