Experience

BBDO PAKISTAN

• Pakistan
• Advertising Services
• 1 - 100 Employee

• Planning Director

  • Mar 2020 - Present

  -Strategy lead on all BBDO Pakistan business, resident pitch master, instrumental in bringing Unilever Surf Excel, MG Motors, Rose Petal Tissues, Walls Ice Cream and Nishat Sutas amongst others - Won the Effie Pakistan GrandPrix for the ‘Veil of Care’ Breast Cancer awareness campaign. - Repositioned 7UP in Pakistan to the new ‘Express yourself’ platform and LAYS to ‘The Joy of Sharing’ platform. -Strategy lead on all BBDO Pakistan business, resident pitch master, instrumental in bringing Unilever Surf Excel, MG Motors, Rose Petal Tissues, Walls Ice Cream and Nishat Sutas amongst others - Won the Effie Pakistan GrandPrix for the ‘Veil of Care’ Breast Cancer awareness campaign. - Repositioned 7UP in Pakistan to the new ‘Express yourself’ platform and LAYS to ‘The Joy of Sharing’ platform.



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Director Planning

  • Mar 2019 - Mar 2020

  • Lead on the Nestlé Juices, Nutrition and DNS portfolios • Lead strategist on Telenor Microfinance Bank and Easypaisa • Lead on the Nestlé Juices, Nutrition and DNS portfolios • Lead strategist on Telenor Microfinance Bank and Easypaisa



MullenLowe Rauf

• Karachi, Pakistan

• Director Planning

  • Jan 2018 - Mar 2019

  • Resident pitch master & part-time creative and copy-writer • Leading a team of planners for Digital, ATL on the entire MullenLowe client portfolio • Lead strategist on the Unilever portfolio, the House of Nestlé Milkpak and Nestlé Nesvita • Consultant strategist for GOLIN (PR) Achievements - Strategized on & won the Facebook MMS (MEA) competition for Nestlé Milkpak held in Dubai - Strategized the launch of Nestlé Milkpak Low-Fat - Strategized the KNORR mascot re-launch, ‘Boriyat Busters’ and ‘Aik Zaroori Baat’ campaigns that helped the brand deliver topline growth and consumer advocacy - Strategized on & won the KIA Motors, EFU Life Insurance, Peshawar Zalmi, Walls in-home pitches - Lead an internal training titled: ‘MBS-Masters of Bullshit’ to develop employee presentation skills Show less



MullenLowe Group (MullenLowe Rauf)

• Karachi, Pakistan

• Manager Planning

  • Nov 2015 - Dec 2017



IAL Saatchi & Saatchi

• Pakistan
• Advertising Services
• 100 - 200 Employee

• Senior Strategist

  • Feb 2015 - Nov 2015

  -Strategy Lead on Tapal Danedar, Mezban and Chenak -Strategy Lead on Dawlance -Strategy Lead on Indus Motors Company (Toyota) -Strategy Lead on CBL (TUC) -Strategy on TCS -Strategy Lead on Tapal Danedar, Mezban and Chenak -Strategy Lead on Dawlance -Strategy Lead on Indus Motors Company (Toyota) -Strategy Lead on CBL (TUC) -Strategy on TCS



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Senior Planner

  • Jul 2013 - Feb 2015

  • Planned for and conceived strategic directions for brand and seasonal launches o Identifying areas for right to play and right to win • Consumer Insights Study o Prepared in-depth consumer profiles on youth, young-adults and kids for client brands o Initiated testing for local relevance to find out key consumer reactions and opinions for brands • Expertise on the GCC consumer on food and beverage consumption habits Accounts: • Strategy Lead on Tang GCC and Pakistan • Strategy Lead on Kolson (Biscuits and Snacks) • Strategy Lead on Engro Corp- Ol’Nosh and Engro Eximp- Rymah- GCC • Consultant on Unilever- Brooke Bond Supreme and Ponds • Consultant on Coca-Cola Show less



Coca-Cola Beverages Pakistan Ltd.

• Karachi

• Sales Analyst

  • Oct 2012 - Jun 2013

  • Responsible for analyzing sales data, maintaining and providing updates related to various sales aspects • Supporting Internal Audit Compliance • Responsible for conducting audit analysis, RED analysis and coming up with associated action plans • Responsible for supporting the Business Planning process • Demand Planning/forecasting • Responsible for coordinating daily estimated sales, weekly forecasts and actual vs budget analysis • Responsible for analyzing sales data, maintaining and providing updates related to various sales aspects • Supporting Internal Audit Compliance • Responsible for conducting audit analysis, RED analysis and coming up with associated action plans • Responsible for supporting the Business Planning process • Demand Planning/forecasting • Responsible for coordinating daily estimated sales, weekly forecasts and actual vs budget analysis



SZABIST

• Higher Education
• 300 - 400 Employee

• Visiting Faculty-Consumer Behaviour

  • 2013 - 2013



Coca-Cola CCI

• Türkiye
• Food and Beverage Services
• 700 & Above Employee

• KO Graduate Trainee- Trade Marketing

  • Sep 2011 - Oct 2012

  • Core focus on business development and marketing activities, primarily responsible for the Re-launch of Minute Maid Pulpy and NIMBU • Responsible for analysis of campaign effectiveness, reporting and presentation to the higher management • Responsible for collaboration of marketing communication and sales activities • Responsible for Monitoring, Analysis, and Performance Audits of Sales teams Achievements - Led the Right Execution Daily (RED) team for retail sales analytics - Initiated the Product Display Drive and its market execution for Minute Maid Pulpy and NIMBU Show less



Abudawood Pakistan

• Pakistan
• Manufacturing
• 700 & Above Employee

• Intern

  • Jun 2010 - Aug 2010

  Worked on Rebranding the organization internally and developed a marketing plan for internal execution as well as material for external clients Worked on Rebranding the organization internally and developed a marketing plan for internal execution as well as material for external clients



Hyeworth Pakistan

• Project Manager

  • Aug 2009 - Dec 2009

  Developed a design for an inter-university case study competition Developed a design for an inter-university case study competition



USAID-Edlinks Karachi

• Resource person

  • May 2009 - Jun 2009

  Involved teaching the English language and creativity to children from interior Sindh in Nawabshah Involved teaching the English language and creativity to children from interior Sindh in Nawabshah



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Strategic Planning Intern

  • Jun 2008 - Jul 2008

  Worked on Nestle, Cerelac, Telecom Sector, Tang Worked on Nestle, Cerelac, Telecom Sector, Tang