Experience

Mary Brown's Chicken

• Canada
• Food and Beverage Services
• 1 - 100 Employee

• Chief Operating Officer

  • Jan 2023 - Present

  Managing the fastest growing Canadian QSR chain in Pakistan. Managing the fastest growing Canadian QSR chain in Pakistan.



AiGenix

• United Arab Emirates
• Information Technology & Services

• Head of Operations & Marketing (consultant)

  • Apr 2022 - Present

  AiGenix is a technology company offering telematics based vehicle monitoring and driver behavior analysis systems. The passion that drives AiGenix is the need for a safer, reliable, more equitable driving ecosystem, leading to safer roads and secure communities. AiGenix is a technology company offering telematics based vehicle monitoring and driver behavior analysis systems. The passion that drives AiGenix is the need for a safer, reliable, more equitable driving ecosystem, leading to safer roads and secure communities.



Church's Texas Chicken

• Restaurants
• 700 & Above Employee

• Head Of Marketing and Operations - PK

  • Feb 2019 - Nov 2022

  Started as Head of Marketing Venus Group of Companies & after successful launch of the first Texas Chicken Store in Islamabad, relaunched the Lahore Store achieved highest transaction growth rate of 300% 2019 in entire MEA region. Early 2020 I was promoted to Head of Marketing & Operations Texas Chicken & ColdStone Creamery Pakistan. Developed a new business model during Covid-19 by launching a smaller DELCO unit ( Delivery & Carry Out) Texas Chicken model first time in PK, lowest cap-ex & expense suiting the needs of times and achieved tremendous results with high sale to rent ratio. End 2020 was awarded the title of Head of Marketing, Operation and now development also; position equaling to a business head of century capital division of Venus Group. Spread heading Texas Chicken in PK from franchise location feasibility to forecasting, hiring, ops training, vendor management, marketing, international compliances, architectural liaison and contractor on ground executions; successfully opened 7 stores across KLI for Texas Chicken and overhauled 2 stores for ColdStone Creamery in pk. An overall 17x business revenue growth during Covid times, Mar 2022. Show less



Cinnabon Pakistan

• Pakistan
• Food and Beverage Services
• 1 - 100 Employee

• Brand Manager

  • Apr 2015 - Feb 2019

  Cinnabon Bake Shops I Carvel Ice cream- Pakistan: Developed and launched online selling channel for Cinnabon. Launched the first digital (E-commerce website – cinnabon.pk) platform with fully equipped payment methods COD & IPG systems integrations, using a mobile adaptive interface. This channel resulted in a 9% increase in total gross sales. This business growth was achieved only in initial 3 months, with a progressive trend. Used digital advertising tools for maximum digital traction: GDN, Facebook pixel integration, ad words, Google analytics to gauge response and better plan marketing spends. Facebook integrated sign-up linked to on-ground engagement baking activities focused at kids in the south by region (Dolmen Malls - KHI), creating brand emotive linkages and long-term brand equity. Launched America’s Freshest Carvel ice-cream Shoppe in Lahore through PR activities and social media campaign. Cinnabon Pakistan; developed & launched Ramzan offering. Achieved tremendous appreciation & where our case was featured in the FBI (Focus Brands International) global best practices. Developed and launched cross-category tactical promotions with cinema’s and gyms to promote our products, linking out product to celebration of ‘The perfect cheat day’ in gym routine. Launched a CSR campaign in collaboration with SOS Children Village Pakistan, raising funds for the needy kids. Launched 4 Cinnabon’s NEW theme stores in Pakistan, in collaboration with our principal brand in Atlanta. 2 in Lahore, 1 in Islamabad & 1 in Karachi. Show less



J Walter Thompson Pakistan

• Account Director

  • Mar 2014 - Apr 2015

  Pepsi Co - Pakistan: Pepsi I Aquafina I Slice Lead the idea generation & development team of the “Pepsi Liter of Light initiative”, planned & executed Pepsi CSR initiative first time in Pakistan partnered with the video team of Sharmeen Obaid for the IDPs at Jalozai Camp, north. Worked on entire AOP (Annual operating plan) 2015 for Pepsi Pakistan, in collaboration with the brand team worked on the project for presenting to PEPSICO Worldwide Global Chief Executive ‘Indra Nooyi’. Project achieved great recognition. Launched the World Cup 2015 campaign for Pepsi, development and execution from creatives, TVC production, celebrity/cricket player’s management & planning, BTL activations, financial management to design and digital ideas/ strategies. Developed and launched Slice Orange launch marketing campaign 2014. Developed, planned and executed Pepsi Ramzan campaign 2014 Show less



Seasons Foods

• United Kingdom
• Food and Beverage Services
• 1 - 100 Employee

• Assistant Brand Manager

  • Apr 2012 - Feb 2014

  Developing brand strategy for existing product mix plus new product development. Planning & managing brand portfolio Pre & Post campaign analysis, budgeting and advertising effectiveness Monthly nationwide product-wise sales trend analysis, take measures to sustain & improve market share. Conducting market/competitor/situation Selection, coordination & planning with communication/business partners to achieve desired goals & objectives. Monitoring, branding, updating nationwide company owned outlets, TPRs & key retail chain. Show less



ORIENTm McCann Erickson

• Sr. Account Manager - Nestle / Package Pvt. Ltd

  • Feb 2010 - Mar 2012

  Working side by side with brands marketing team on national projects like Seasonal Campaigns, Product launch Campaigns & aggressive Sales Promotion Activities. In January 2011, after immense research & development with the brand team [Nestle Nescafe], in process of launching a revolutionary & revamped product “Nescafe New Creamy 3in1”, targeting our youth for breaking the current traditional norms of tea drinking. Campaign is backed with a strong message for the youth, touching potential consumers through with a mix of collage activation, digital [facebook], outdoor,TV contents & Point of purchase. In July 2010 rolled out a highly successful 360° thematic campaign for a tissue brand “Rose Petal” a product Packages (pvt) ltd. which was followed by brand tremendous increase in sales & appreciations from the advertising fraternity. Show less



Evernew Concepts

• Sr. Account Management Executive (Nippon I ChenOne I Honda)

  • Mar 2008 - Feb 2010

  Management of the brands 306° nationwide communication campaigns in the predominately captured market. Achieved growth in terms of brand recognition and achieving of marketing targets. Other responsibilities include correspondence with global & nationwide network, building rapport with the clients, adhering committed timelines and financial management. Planning and execution of the IMC for Nippon Paint’s (Japan based) launch in Pakistan. Complete execution from creative to production of ChenOne cyclic (winter 08-09 – summer 09) communication campaigns include TV, Radio, Web, On-ground Activation, Outdoor, TV & Radio Programming, POS etc. In collaboration with the Honda brand team executed communication launch campaign of CRV Accord, 2008 & Honda City in 2009. Planning and execution of the entire IMC, maintaining & achieving international iconic image of HONDA. Aligned with the brand team, creative resources & Evernew Solutions team organized Nippon’s pioneer product launch event “Spotless”, Karachi & Islamabad. Launched a shoe associated communication in line with the Servis’ executive/premier band LARK & FINCH that included a complete series of IMC. Managed to execute all aspects of the campaign from core creative idea to execution. Worked as a Knowledge Manager for ChenOne, Lark & finch, Nippon within Evernew network representing Pakistan. Show less