Pendar Fathi
Business Systems Manager @BAT
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WORK HISTORY
Business Systems Manager @BAT
London, GB
I lead the UK Trade CRM systems strategy, aligning with local, Area, and Global objectives. I own and manage platforms such as Salesforce, Evolve, Power BI, and Osapiens (Track and Trace), driving system efficiency, innovation, and continuous improvement. I collaborate with cross-functional teams to deploy tools, close performance gaps, and support trade campaign execution.Key Achievements- Oversee integration and enhancement of trade systems to improve data flow, reporting, and adoption- Implement new CRM solutions, streamlining workflows and minimizing disruption- Develop tools that optimize trade planning and enable data-driven decisions- Lead user onboarding and training to ensure strong engagement and adoption.
EDUCATION
Sheikh Bahaei University
Bachelor's degree, Business Administration and Management, General
University of Surrey
Master's degree, MBA
SKILLS
ABOUT PENDAR FATHI
Results-oriented MBA graduate with over 10 years of experience in marketing, data analytics, and business intelligence, primarily within FMCG and tobacco sectors. I specialise in go-to-market strategy, sales enablement, and CRM optimisation, with a track record of leading cross-functional teams and delivering impactful product launches and insight-driven campaigns. Skilled in tools like Power BI, Salesforce, and Evolve, I bring a strong commercial mindset and a passion for using data and consumer insights to drive growth. Now seeking roles in marketing planning, analytics, or innovation where I can help shape strategy and deliver measurable value.
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