The Power of Data: How Trade Marketing Expert Aziz Jafri Learned to Surf the Numbers

Aziz Jafri has been entrusted by some of the world’s largest retailers to deliver category growth through data-driven trade marketing strategies. For the past few years he has been the trade marketing manager at Reckitt, a multinational consumer goods company, working in its US office in New Jersey. There he is responsible for managing Reckitt’s strategic Vitamins, Minerals and Supplements business, liaising with Walmart and Target. American consumers enter these retail palaces only to be faced with a great variety of choices. Aziz’s task is to make sure they find the best products and that the best products also find them.

For Aziz, working at Reckitt is an honor, not only because it’s a prestigious company, but because it has allowed him to further develop a skill set that he has been always developing.

“From the very beginning of my career, I have been deeply fascinated by the intersection of consumer behavior, strategic marketing, and business growth,” says Aziz. In particular, he has turned to data to help unpick these relationships. At Reckitt, he’s turned it into an artform.

“At Reckitt, I quickly realized the power of data-driven decision-making in shaping consumer demand and driving business expansion,” remarks Aziz. “This role set the stage for my passion for trade marketing, category management, and e-commerce transformation,” he says, “which have been the cornerstones of my career ever since.”

A strong foundation 

Aziz is not originally from New Jersey. Born and raised in Pakistan, he received a degree in electrical engineering from the University of Engineering & Technology in Lahore, the capital and largest city of the country’s Punjab province. Following his graduation, he worked a year and a half at Alcatel-Lucent Telecom (Now Nokia) in the UK as a telecommunications engineer. Returning to Pakistan, he pursued and achieved a master’s in business administration from Lahore University of Management Sciences. During his MBA studies, he was an exchange student at Peking University in China.

Aziz joined Reckitt’s Pakistani office early in his career, working in trade marketing as well as a sales manager. He also has held various leadership positions at AkzoNobel, a global paints and coatings manufacturer, Packages Consumer Products Division, a leading Tissue and Disposable Hygiene manufacturing company in Pakistan and SC Johnson (Joint Venture partner of Packages). But Reckitt continues to be home, and he has worked at the company again since 2023, moving to the US that year to take up responsibility for its vitamins, minerals, and supplements business.

According to Aziz, being able to work in diverse markets, such as the UK, Pakistan, and the US, prepared him to adapt to different consumer trends, regulatory landscapes, and business cultures. “Each market presents unique challenges, from retailer dynamics and shopper preferences to trade spend optimization and promotional strategy execution,” he says.

A key lesson has been developing a deep understanding of cultural differences and how they impact consumer behavior, negotiation styles, and marketing effectiveness. “This cultural adaptability has strengthened my ability to tailor strategies that resonate across regions,” says Aziz. This has ensured business success and meaningful engagement with diverse consumers.

A focus on data 

Aziz credits a sound education with some formative early business experiences with giving him a strong analytical foundation, one that he has applied in the field of trade marketing and category management. “In these roles, I honed my expertise in go-to-market strategy, digital commerce, and trade marketing execution,” he says.

At Reckitt he sees himself as pushing the boundaries of data-driven marketing and revenue optimization by helping brands to thrive in what are highly competitive retail environments. Here he has become reliant on data to help guide his decisions. This can include leveraged advanced analytics, syndicated data (such as from Nielsen, IRI, Numerator and Power BI), and sales insights.

“By combining market insights, consumer analytics, and strategic trade marketing initiatives, I can drive category growth and enhance brand positioning in these retail channels,” Aziz says.

He also developed his own “one number score” model, a data-driven SKU prioritization framework, which has since been implemented across Reckitt’s entire Health Business Unit and for which he has won multiple awards both within Reckitt and from international awarding bodies.

“My ability to translate complex market data into actionable growth initiatives has consistently resulted in improved brand positioning and profitability,” says Aziz.

Overcoming challenges 

But consumer data is not static. Aziz has had to stay abreast of the rapid shifts in consumer buying behavior and digital commerce, which only intensified during and after the COVID-19 Pandemic.

“Early in my career, trade marketing was primarily brick-and-mortar-focused, but the rise of e-commerce and omnichannel retailing required a completely new strategic mindset,” he admits.

Aziz responded to these changes by learning and pioneering  digital-first trade marketing initiatives. For instance, working with the Amazon Sales Team at Reckitt, Aziz helped to strengthen online visibility and accelerate sales through performance-based strategies. “This transformation reinforced the importance of data-driven decision-making, digital merchandising, and targeted promotional execution in the modern retail landscape,” he says.

Competition can also be fierce. Aziz recently spearheaded the launch of a new vitamins range at Reckitt US, securing distribution at Walmart, CVS, Kroger, and Meijer. “These experiences reinforced my ability to navigate complex retail landscapes, execute large-scale product launches, and drive category growth,” says Aziz.

Ultimately, he says these challenges have fueled his resilience, strategic agility, and passion for innovation. “They have also reinforced my commitment to staying ahead of industry trends, continuously evolving my skill set, and leveraging data-driven strategies,” Aziz underscores.

Have you read?
The World’s Best Medical Schools.
The World’s Best Universities.
The World’s Best International High Schools.
The World’s Best Business Schools.
The World’s Best Fashion Schools.
The World’s Best Hospitality And Hotel Management Schools.