Aiman Azim: Marketing management to break through competition

With today’s consumer-driven market, a trade marketer’s role is more important than ever. Cutting through stiff competition and ensuring that a retailer or manufacturer’s products stand out are some of the key roles a trade marketer plays.

And this is the role that Aiman Azim has been playing exceptionally well. With over 20 years’ experience in marketing and management, Aiman is currently the Trade Marketing Manager at Global Food Industries (GFI), looking after its three divisions, namely – Frozen, Snacking, and Beverages.

As Trade Marketing Manager, Aiman is mainly responsible for the company’s trade and launch activations as well as campaigns – from conceptualisation to execution and management, with the main goal of gaining prominence and attention in the competitive space for products especially those that are new in the market.

One of the major projects that Aiman and team have successfully undertaken for GFI is the Al Areesh Relaunch Campaign, during which they worked closely with the various teams in implementing the trade plans, which helped boost sales.

“My responsibility is to ensure that we provide strategic support and guidance, specifically for all trade activations of the three divisions – when it comes to product launches and marketing campaigns across all the markets, with a current focus on the GCC,” says Aiman.

Aiman sees the rising cost of production and shipping as the biggest challenge that manufacturers face right now. Next to that is the tough competition in the market. “We are bringing in efficiencies where possible. We’re negotiating for better contracts with suppliers. We’re trying to focus on activities which give us the better ROI. Of course, we are building the brand. We’re reaching out to people through our various campaigns and activations.”

Despite the challenges, Aiman believes the future is bright. It’s all about meeting and exceeding customers’ needs and requirements – which GFI is focused on. “The company is tapping into segments that we haven’t explored before and the new product development team is constantly working on products that are innovative and that meet consumer demands. These are very much aligned with the five-year strategy.”

Aiman is originally from India and has an MBA from the University of Salford – United Kingdom. Prior to joining GFI in November 2020, he has held various trade management positions in F&B giants such as PepsiCo where he led award-winning trade activations and campaigns.