SADIA AFSAR

H.No.24, St.No.119, G-11/4, Islamabad, Pakistan.

Finance generalist with 10 years of global FMCG experience. Strong commercial acumen coupled with deep
understanding of Finance business processes and Finance transformation. Skilled in Finance business partnering,
planning and forecasting, budgeting, financial modelling, product costing and pricing and excise. Specialised in
ERP (SAP Finance) with a track record of driving and delivering finance transformation for two challenging
regions of Asia Pacific and Europe, Middle East and Africa. Internationally accomplished with proven ability to
successfully drive change and lead projects ranging from revenue optimization to transformation of business
processes and operating model. A dynamic and motivational team leader with strong record of building high
performance teams.

Experience & Achievements

BRITISH AMERICAN TOBACCO, UK

Worlds second largest Tobacco Company with 50,000 employees and 200+ brands sold in 200 markets.

REGIONAL FINANCE PROCESS DEPLOYMENT LEAD, EEMEA PROJECT SAP NOV 2014 TO FEB 2016
Based at British American Tobacco's Global Headquarters in London, I worked as Regional Finance Process Lead,
EEMEA (Eastern Europe Middle East and Africa) a region of over 40 markets. I was crucial to BATs SAP
deployment which is one of the worlds largest ever business transformation program aiming to deliver a single
globally integrated enterprise underpinned by a single global SAP instance. I was not only able to achieve
compliance to Global template in the expected timetable, but also enabled the Region to take full advantage of
the commercial, operational and efficiency opportunities that exist alongside the compliance imperative. My
responsibilities included:

Set out a vision for Supply Chain Finance and Indirect Taxes work streams in EEMEA Region
Partner strategically with Regional stakeholders in over 40 markets to ensure Regional SAP
implementation is in line with overall corporate strategy
Focus on designing and implementing standardised business processes across all markets and embed
an operating model through effective change management and continuous mentoring and coaching
of end markets
Lead Integrated Business Planning and Performance Management (IBPM) work stream to
successfully implement the new structures across all cross functional areas like marketing and
operations
Successfully design and deliver key updates workshops regarding the program performance, delivery
and benefits to senior Global and Regional stakeholders
Lead the design of the process road map and provide subject matter expertise to workshops, process
and design activities, testing activities (including test material preparation and test execution),
training materials, deployment, data cleansing, data mapping and the data migration activities in the
respective domain
Work with OpCos and Global key stakeholders to ensure that design realises committed benefits and
remains aligned to Group initiatives

MARKETING FINANCE MANAGER MAR 2014 TO NOV 2014

Working as Finance Business Partner for Marketing function, I was responsible for providing financial analysis to
marketing leadership team for strategic business decisions including pricing strategy, excise management,
revenue optimization and cost reduction. I:

Provided end-to-end finance support to brand and trade marketing teams as value adding business
partner
 Supported revenue planning, pricing and excise management, trade margins optimisation and brand
financial management
Managed budgeting and planning of marketing investments for both brand and trade support
expenditures
Led a team of 3 managers and was responsible for developing the talent through continuous
mentoring and coaching
Played a key role in a new brand launch Shuangxi in Pakistan in a record time of 5 months by
providing the detailed financial plan to marketing top team and ensured the delivery within targeted
costs

REGIONAL PROCESS DEPLOYMENT LEAD FINANCE, ASPAC PROJECT SAP MAR 2012 TO FEB 2014
BAT embarked on a global finance business transformation journey underpinned by a single SAP instance in
2011. AsPac was chosen as the pilot region for implementation and I was selected as content expert for two
major finance work streams to design and deliver globally standardised processes which could be deployed by all
commercial and operational business units within the Region and beyond. In the role, I was responsible for:
Leading, as content expert, two Finance process work streams of Supply Chain Finance (Product
costing) and Indirect Taxes (Excise, Custom Duties and Sales Tax) for 22 countries in AsPac
Designing the Global SAP template on these processes and ensuring that the template aligns to
international and Groups accounting and management reporting standards
Analysing the as-is finance business processes across all AsPac markets and designing and
developing a set of standardised processes that the markets could adopt to maximise the benefits of
SAP template
Establishing new structures within finance teams to adopt new systems and processes and
developing a Regional expertise centre to support end markets on operational tasks on a day to day
basis

ACCOMPLISHMENTS:

Designed and developed the global framework for product costing, excise, sales tax and customs.
Successful implementation of the global business processes footprint for all manufacturing and
commercial entities in AsPac in record time including highly challenging markets of Vietnam (Joint
Venture), Singapore (Commercial and Operational Business unit), and Japan.
Embedded standardised business processes and operating model across all AsPac markets through
effective change management

SUPPLY CHAIN FINANCE REPORTING MANAGER ARP 2010 TO FEB 2012

As Supply Chain Finance Reporting Manager, I had responsibility of financial analysis in a complex manufacturing
environment with a production capacity of 42 billion sticks in two factories. I was responsible for:

Analysing and reporting financial data with an aim to look for cost optimisation and productivity
opportunities in an end to end supply chain operations including manufacturing, inventory control,
distribution operation and freight
Financial planning and budgeting of cost of sales of approximately $185 million
Developing and reporting financial analysis on performance against targets, cost of sales, capex and
working capital
Designing financial feasibility reports on capex projects, suppliers and materials procurement
Managing balance sheet and ensuring reconciliation of various accounts, aging, verification of
inventories and following up on resolution of outstanding issues
Maintaining strong controls by enhancing awareness of key stakeholders, reviewing and updating
policies and procedures and ensuring their compliance through spot checks and reconciliations
AREA PLANNING AND REPORTING MANAGER, SOUTH ASIA JUN 2008 TO JAN 2010
Responsible for the overall management accounting and financial reporting of three business units, Pakistan,
Bangladesh and Sri Lanka, in South Asia.

Defining and delivering the Areas management information requirements to support decision making
and cost optimisation opportunities, through working closely with senior functional representatives in
Finance, Marketing and Operations
Leading the delivery of strategy and budget cycle, annual performance review and quarterly budget
review to ensure that the business is run according to the plan with cognisance of macro/micro
economic developments around pricing and excise, business model changes, and market realities
Managing the development, preparation, analysis and presentation of financial reporting schedules
and presentations including monthly forecasts, annual planning round, P&L, balance sheet and
cashflow statements
Defining and developing a commercial planning and analysis capability to drive our ability to generate
valuable insights from the best use of the reporting tools
Developed a new insightful monthly management reporting pack, for the executive directors and
budget holders

CAREER NOTE: Prior roles include Treasury Executive at Pakistan Tobacco Company.

Educational Qualifications, Training & Professional Membership

CIMA Advanced Diploma in Management Accountancy

Certified Institute of Cost Management Accountants, United Kingdom

Master of Business Administration

Bahria Institute of Management and Computer Sciences, Islamabad Pakistan