COMMERCIAL GROWTH LEADER
15+ years across FMCG and telecom — leading route-to-market, consumer activation, trade marketing, distribution transformation, and retail execution across Bangladesh.
0+
Years of Experience
0K+
OUTLETS UNDER ACTIVATION ECO-SYSTEM
0+
SALES FORCE MANAGEMENT
0
Distributors Appointed
0%
YoY Growth Delivered
WHAT I DO
Design and optimize distribution systems that expand coverage, improve route productivity, and strengthen channel execution.
Build activation frameworks that drive visibility, trial, conversion, and stronger retail engagement.
Strengthen sales capability, distributor discipline, governance routines, and field performance.
Improve retail presence, POSM deployment, merchandising standards, and in-store execution quality.
Lead teams, distributors, vendors, and field ecosystems with structure, coaching, and performance discipline.
Create simple, scalable systems using data, dashboards, AI tools, and continuous improvement.
SELECTED PROJECTS
A selection of impact-driven projects across activation, distribution transformation, and user research.
OUTLETS
300K+
COMPLIANCE
94%
CONVERSION
+38%
Built a scalable activation operating model across 300K+ outlets, improving rollout speed, field consistency, and retail conversion.
DISTRIBUTORS
18 new
Restructured distributor architecture, appointed 18 distributors, and improved effective retail coverage through a stronger route-to-market system.
JOURNEY
Awareness
Trial
Use
Trust
Advocate
Supported UX research for BRAC Microfinance's Agami platform — structuring field research, toolkit development, and insight capture around trust and digital adoption.
EXPERIENCE SNAPSHOT
JTI
2019 — Present
Head of Consumer Activation & Communication / Regional Leadership
Leading national consumer activation, route-to-market alignment, distributor governance, and scalable retail execution.
Marico
2016 — 2019
Divisional Sales Head / Regional Sales Development
Delivered highest national growth, expanded outlet coverage, and strengthened distributor performance.
Unilever
2013 — 2016
Senior Territory Manager
Led territory sales execution, outlet coverage expansion, merchandising discipline, and distributor productivity.
Robi
2011 — 2013
Manager – SME Business / Key Account Manager
Grew SME and corporate account portfolios through acquisition, retention, enterprise data, VAS, and relationship management.
EXPERTISE
ABOUT
I'm Musfeq Saleheen, a commercial growth leader with 15+ years across FMCG and telecom.
My work focuses on building scalable commercial systems — connecting consumer activation, route-to-market strategy, retail execution, distributor performance, and team capability into measurable business impact.
Growth doesn't happen by activity alone. It happens when strategy, structure, people, and execution move together.
TOOLS & CAPABILITIES
RECOGNITION
Marico Bangladesh
Recognized for delivering 15% volume growth while company growth was 8% nationally.
Marico Bangladesh
Recognized for establishing and scaling VAHO business growth in the Cumilla region.
VOICES
What colleagues, clients, and leaders have said — straight from LinkedIn.
“Musfeq bhai is a dynamic person who is always thinking beyond the box. He has the ability to consider what is appropriate and logical in terms of business. Being the Region Lead, his attention to detail was something I had never seen before. His dedication was palpable, and his delivery was forceful. He demonstrated significant improvement in business during his leadership period. He is an invaluable asset to any organization.”
Tanbir Islam
Strategic Commercial Planning | Sales Operations Professional
Worked with Musfeq on the same team — March 2022
“When Mr. Musfeq was in Robi he provided us the corporate service. At that moment I found him as a highly self motivated, sensible and responsible officer. He was so nice and a fantastic Manager in Robi.”
M. M. Rahman
Chief Executive Officer, Hybrid Resources (Pvt.) Ltd.
Was Musfeq's client — August 2014
“Musfeq is a bright and smart sales professional. He is logical in thinking, good in team management and development. Musfeq was creative in his role as SME Business Manager in Dinajpur and managed the business professionally. He also possesses good communication skills. I wish him all the success in future.”
Shiblee Ahmed
IBM Business Partner | Former Microsoft | Business Development Strategist
Senior to Musfeq — May 2013
“Mr. Musfeq is a fast learner and a problem solver with a great analytical mind. He enjoys solving tough problems and got accolades for all his tasks (offshore and onshore). I wish him good luck in all his future endeavors.”
Md. Murad Hasan
GM at UCB Fintech Company Ltd (upay)
Senior to Musfeq — December 2012
CONTACT
Open to impactful opportunities, collaborations, advisory conversations, and transformation-focused roles.
© 2026 Musfeq Saleheen
Built with intent. Designed for impact.