Have you ever wondered why some products seem to be everywhere—front and center on store shelves, in online search results, and even in checkout aisles—while others get buried in the back or never seem to make an impact?
It’s not just luck. It’s trade marketing.
Trade marketing is what gets the right products into the right places at the right time. It’s how companies secure prime shelf space, optimize pricing strategies, and ensure their products stand out in crowded marketplaces.
And few people understand this better than Aziz Jafri.
With over a decade of experience, Jafri has helped top global brands increase sales, dominate categories, and secure premium placements at major retailers like Walmart, Target, Amazon, and Costco. His work in trade marketing, category management, and e-commerce strategy has made him a key figure in the retail industry.
If you want to know how the best brands win at retail and how he makes it happen, keep reading.
Blending Technical Expertise with Business Strategy
Jafri’s background combines technical knowledge with strategic thinking, giving him a unique perspective on trade marketing.
- He earned a degree in Electrical Engineering from the University of Engineering & Technology, Lahore.
- He pursued an MBA from Lahore University of Management Sciences (LUMS) to develop his understanding of business strategy and consumer behavior.
- He expanded his global perspective through an MBA exchange program at Peking University, Beijing, where he studied international business trends.
This mix of analytical skills and business acumen gave him the ability to decode shopper behavior, optimize product placement, and develop retail strategies that drive growth.
Career Highlights: Building Retail Success Stories
Jafri has played a critical role in driving sales growth, market expansion, and brand visibility for leading FMCG companies.
Reckitt USA: Driving Trade Marketing Success at Walmart & Target
As Trade Marketing Manager at Reckitt USA, Jafri leads the vitamins and supplements category at Walmart and Target—two of the most competitive retail giants in the U.S. His role focuses on:
- Optimizing shelf presence – Ensuring Reckitt’s products are positioned effectively in-store and online.
- Using data analytics – Leveraging Nielsen, IRI, Power BI and Numerator insights to refine product placement and promotional strategies.
- Negotiating retail space – Securing high-visibility placements to improve category performance.
- Aligning in-store and digital strategies – Creating a seamless shopping experience across multiple platforms.
His strategies ensure Reckitt’s brands not only stay on shelves but lead in their categories.
Packages Limited & SC Johnson: Expanding E-Commerce & Retail Execution
Before joining Reckitt USA, Jafri was Head of Trade Marketing & E-Commerce at Packages Limited, where he played a pivotal role in digital transformation and retail growth. His key achievements include:
- Increasing e-commerce sales by 10x within one year through a focused digital commerce strategy.
- Launching "Embrace," a new feminine hygiene brand, and securing retail partnerships for strong market entry.
- Enhancing trade marketing execution for Rose Petal Tissue and SC Johnson’s home care brands, improving category positioning.
His ability to bridge traditional retail execution with digital commerce set a new standard for trade marketing efficiency.
Beyond these roles, Jafri’s influence extends to shaping industry trends and tackling some of retail’s biggest challenges.
Industry Recognition & Certifications
Jafri’s contributions have earned him multiple industry awards and certifications, recognizing his expertise in category growth, retail strategy, and digital transformation.
Awards & Honors
His work has made a real impact, and the industry has taken notice. With a track record of driving brand growth and retail success, he has earned multiple awards that highlight his expertise and innovative approach.
- Globee Award Winner – Recognized for excellence in trade marketing strategy.
- Stevie Award for Thought Leader of the Year – Consumer Products – Honored for leadership in category management.
- Judge for the Globee Awards – Evaluating innovations in sales excellence, business strategy and trade marketing.
- Reckitt Compass Award (2023) – For developing an innovative strategic framework based on data analytics
- Packages Converters Sales Conference Star Performer Award (2022) – Recognized for outstanding contributions to sales strategy.
Certifications
Jafri’s expertise is backed by top industry certifications, reinforcing his leadership in trade marketing and retail strategy.
- Certified Professional Category Analyst (CMA, USA)
- Certified Professional Category Manager (CMA, USA)
- Google Digital Marketing & E-Commerce Certification
These certifications reflect his commitment to staying ahead in an evolving industry.
Solving the Biggest Challenges in Retail
Retail and trade marketing are evolving rapidly. With the rise of e-commerce, AI-driven analytics, and changing consumer habits, companies must adapt or risk losing market share.
Jafri specializes in helping brands navigate these challenges and turn them into growth opportunities.
Adapting to Digital Commerce & Omnichannel Strategy
As shopping habits change, brands need to keep up. Jafri helps them stay competitive by ensuring their products succeed both in stores and online.
- Helping brands integrate their brick-and-mortar presence with online sales strategies.
- Using digital platforms to enhance shopper engagement and increase conversions.
Winning in Competitive Markets
Standing out in a crowded market takes more than just a great product. Jafri knows how to position brands for success, secure key retail partnerships, and drive sales in even the toughest categories.
- Leading new product launches and securing distribution deals with Walmart, CVS, and Kroger.
- Developing the "One Number Score" model, a data-driven SKU prioritization framework that optimizes product selection and improves profitability.
By leveraging data, strategy, and execution, he helps brands stay ahead in a fast-changing retail environment.
Shaping the Future of Trade Marketing
The retail industry is moving toward a more data-driven, automated, and customer-focused future. Jafri sees three major trends shaping trade marketing:
- AI & Predictive Analytics – Retailers are using AI to forecast consumer demand and optimize category management.
- Omnichannel Integration – Brands must seamlessly connect their physical stores, online marketplaces, and direct-to-consumer channels.
- Automated Promotions & Real-Time Pricing – AI-powered tools are enabling dynamic pricing and personalized marketing for better consumer engagement.
As these trends reshape the industry, Jafri continues to help brands adapt and stay competitive in a fast-moving market.
Lessons from a Trade Marketing Expert
Aziz Jafri’s impact on trade marketing, category management, and digital commerce is shaping the way brands succeed in today’s competitive retail landscape.
His ability to combine data analytics with real-world retail execution has helped companies increase sales, improve brand positioning, and secure valuable retail partnerships.
As consumer behavior shifts and retail competition intensifies, his insights and expertise will continue to drive success for the brands he works with.
For companies looking to optimize their trade marketing strategies, secure stronger retail placements, and grow their market presence, Jafri’s approach provides a proven blueprint for success.
