Experience

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  Fauji Foods Limited

  • Lahore, Punjab, Pakistan

  • Brand Manager

    • Mar 2021 - Nov 2022
    • Lahore, Punjab, Pakistan

    ● Responsible for Nurpur Butter, company's flagship portfolio with 52% retail market share● Developed short and long-term business plan for Nurpur Butter encompassing customer segmentation, positioning strategy, product portfolio strategy, innovation funnel and three years P&L● Delivered 24% annual growth on Nurpur Butter retail portfolio first year in charge through effective portfolio strategy, successful product launches, innovative insight based marketing campaigns and collaborations.● Successfully launched Nurpur Unsalted Butter and Slightly Salted Butter. Supported with successful portfolio strategy Unsalted Butter contributed 9% of Butter portfolio sales in one year● Led Digital Marketing Strategy for House of Nurpur Brands, driving Social Media and Influencer Marketing initiatives● Effectively leveraged insights on product usage to conduct innovative collaborations with top digital platforms in Pakistan● Successfully led multiple brand activations for House of Nurpur Brands from ideation to executionLed creative development and execution for in-store merchandising of House of Nurpur brands

• 

  Stylo Pvt Ltd

  • Pakistan
  • Retail
  • 700 & Above Employee

  • Manager Marketing and Online

    • Apr 2018 - Mar 2021

    Responsible for all corporate and consumer marketing initiatives including advertising, retail marketing initiatives, creative, PR/event planning, customer service and research for Stylo Group- Pakistan’s largest ladies fashion brand with over 150 outlets nationwide and over PKR 7 billion in revenue per annum. ● Setting the strategic direction of the brand according to the strategic priorities and revenue goals of the company. ● Lead the development and execution of the annual marketing plan and budget in line with the strategic priorities. Plan, monitor and control marketing budget of PKR 250 million. ● Responsible for end to end campaign executions including creative brief development, copy evaluation, copy clearance and commercial production. ● Managing the media buying for ATL campaigns. ● Overseeing the digital marketing and PR for Stylo including social media and performance marketing for e-commerce.● Lead market research initiatives for Stylo group.● Develop and execute marketing procedures and policies to enhance the efficiency and effectiveness of marketing department. ● Lead a team of 4, including digital marketing manager, social media and PR executive, marketing executions and activations manager, and graphic designer. Achievements: ● Launched the big idea “#GirlsStandTall” with a successful thematic TVC campaign garnering praise and positive sentiment from the TG and experts alike. Campaign resulted in highest TOM brand recall for the brand in footwear industry● Led successful implementation of monolithic brand architecture, resulting in increase in equity of the mother brand and creating credibility for sub-brands/labels. ● Led the Stylo Group corporate brand development project activating the company LinkedIn page, developing the corporate profile, corporate website and corporate video for the brand, reinforcing corporate identity of the brand. ● Led the turnaround of Stylo’s e-commerce business resulting in 15x increase in sales

  • Brand Manager

    • Nov 2016 - Mar 2018

    Responsible for the Shoes portfolio of Stylo, which contributes 70% of Stylo's total revenue.

• 

  Servaid Pharmacy (Pvt) Ltd.

  • Pakistan
  • Retail
  • 500 - 600 Employee

  • Deputy Brand Manager

    • May 2016 - Oct 2016

    ● Developed marketing plans and initiatives to increase sales and brand awareness. ● Led the execution of promotional campaigns as per plans, identified and rectified deviations, and analyzed and presented results to senior management. ● Managed brand agency and execution partners for branding and placement of all print, digital and social media; making sure that brand identity is not compromised. ● Visualized and developed designs for all POS material including posters, leaflets and banners; and ensured timely executions. ● Bought out of home media including billboards, streamers and bus branding; visualized artwork and copy, and ensured timely execution within budget. ● Managed product shoots, and ensured on time and within budget completion of post-production to meet deadlines. ● Managed store launches including store branding, introductory offers and media coverage. ● Led the U&A research to understand brand image and marketplace appeal of products and services offered by Serviad.

  • Assistant Brand Manager

    • Jul 2014 - Jun 2016

    Responsible for planning and execution of all marketing and sales promotion campaigns.

• 

  Nestle S.A.

  • Pakistan

  • Intern

    • Jun 2013 - Jul 2013
    • Pakistan

    ● Analyzed reports of a Merchandising Project and reported the abnormalities and gaps to the senior management for corrective action.● Presented findings and observations of a Market Visit to the higher management.

• 

  HKB Enterprises.

  • Category Analyst

    • Jul 2010 - Jun 2012

    Major Responsibilities:● Analyzed retail data to provide insights that helped in strengthening FMCG category by improving profitability, reducing stock outs and increasing turn over. ● Performed demand analysis on monthly and quarterly basis for optimal inventory forecasting. ● Provided competitive intelligence to the buying team to improve product assortment and pricing. ● Performed new items requirement analysis, negotiated prices and defined their minimum and maximum shelf levelsAchievements: ● Worked on inventory rationalization project for HKB Express Stores resulting in reduction of SKUs by 40 percent. ● Set up a mechanism for inter-store inventory transfers for liquidation of slow moving items.● Successfully set up a system to liquidate warehouse inventory stuck for more than 30 days.

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  HBL

  • Lahore

  • Intern

    • Aug 2009 - Sep 2009
    • Lahore