I’ve never been drawn to what’s working. I’m drawn to what could work better.

Throughout my journey across Asia and MENA, I’ve turned stagnant markets into success stories by aligning people, purpose, and performance.

Growth isn’t luck — it’s a choice. And I choose to turn markets forward.

- Kashif Rafique

Transformation in Action

High-Stakes Markets. Lasting Impact.

• Achieved 11-point market share gain at CCI Iraq

• Ranked #1 in Coca-Cola Global Execution Cup 2024

• Reorganized marketing team for accountability and performance

• Eliminated discount inefficiencies, restored pricing balance

Iraq: Strategic Turnaround

Multan: Distributor Overhaul

Reckitt: Key Account Growth

Lahore: Financial Discipline Reform

• Revamped 40 of 50 distributors

• Deployed 100+ Presellers across trade channels

• Delivered highest EBIT/UC growth in Pakistan

• Added 800K cases of distributor warehouse capacity

• Achieved 100% growth in international & local modern trade

• Redesigned Route-to-Market strategy

• Strengthened strategic partnerships and execution alignment

• Secured first-ever bank guarantees from distributors

• Mitigated credit risk and enforced financial discipline

• Increased numeric and weighted distribution across Lahore

Strategic Philosophy

From Disruption to Discipline

Fix the Process, Not the People

Execution Isn’t Tactics — It’s Culture

Markets Don’t Turn by Chance

Sustainable growth starts by unlocking internal talent, not replacing it. Execution rises when systems are rebuilt with purpose.

Flawless field performance is a product of frontline discipline, leadership visibility, and consistent operational rhythm.

Turnaround is never accidental. It requires insight-driven strategy, controlled aggression, and the will to lead when it's hardest.

Markets I’ve Turned

Where Strategy Became Impact

Iraq

Built a pricing governance model through outcome-based consulting, eliminating discounts and restoring retail price control.

Pakistan

Added 800K cases of warehouse capacity by standardizing distributor infrastructure nationwide.

Executed annual trade calendars by aligning joint business plans with modern trade partners.

UAE

Beyond the Boardroom

What fuels my work, shapes my perspective, and keeps me grounded.

Business is about people. Every market I’ve turned, every team I’ve led, every challenge I’ve faced — it’s all been powered by human connection, cultural respect, and learning by doing.

Whether I’m in a boardroom in Baghdad or on a boat ride reflecting on what’s next, I stay grounded by the belief that true leadership is about clarity, composure, and commitment to others.