Experience

Young's (Private) Limited

• Pakistan
• Food and Beverage Services
• 300 - 400 Employee

• Manager Brand

  • Mar 2021 - Present



Hisense Pakistan

• Pakistan
• Appliances, Electrical, and Electronics Manufacturing
• 1 - 100 Employee

• Marketing specialist

  • Jan 2018 - Mar 2021



Lotte Kolson (Pvt.) Limited

• Pakistan
• Consumer Goods
• 300 - 400 Employee

• Brand Manager

  • Jan 2016 - Dec 2017



Ismail Industries Limited - Biscuits Division

• Brand Manager - Bisconni

  • Jan 2014 - Dec 2015

  Head the functions of Brand Management, Brand Activation and Digital Marketing - Marketing Department. Responsible for the Bisconni BrandsMarketing Planning and Activation:Re-Launched Bisconni Rite, Chocolate chips, Chocolatto, Cocomo and Treat Gold in 2014-2015. Now four brands are market leaders in their respective segments. Managing Marketing budget of 3.3Mn $, Annual Turnover- 5.5Mn $/26k TonsResults:•Achieved 52% growth in volume and 68% growth in value in 2014-2015 over last year.•House Hold Penetration also broke all past records of Bisconni with 16% in Pakistan.Launch “Rural Float Activation Program” and “Trade Activation (Shop Converter Activity)” across the country covering 80 Cities:Results:•Aware and engaged 2.5m households nationwide through interactive activity & lucky draw.•Increase rural market share by 87%, Numeric distribution increased by 53% in rural area.Brand Financial and Profitability Management:Evaluate and improve packaging structure, configuration and weight(gms) of each unit in order to increase profitability: Eg: “Cocomo” which is highest volume contributor in Bisconni, Results:•Profitability increased by 9%, and production also increased by 15%.•Improved overall Bisconni GP by 8% and reduce overhead due to extra production.Brand Sustainability and Development ManagementSupport Marketing Manager in Strategic Portfolio Planning for Existing and new brands 2014-15.• Revamp the entire packaging portfolio of Bisconni to better connect with the target audience in just 12 Months for 8 Brands / 40 SKU's.• Introduce new flavors and SKU’s in Existing range aiming aiming for growth of 35% in Q4 2015. • Launch New product “Mini Zoo” Animal shape biscuits in order to increase share in plain biscuit segment from 8% to 15% by the end of Q2 2016Digital Marketing• Initiate and lead digital strategy by introducing Bisconni website, FB page in first phase.



National Foods Limited

• Pakistan
• Food and Beverage Manufacturing
• 700 & Above Employee

• Assistant Brand Manager (Innovation)

  • Aug 2012 - Dec 2013

  Responsible for Brand Sustainability, Development and Activation of National foods, Assisting Head of Marketing in improving current product portfolio and launching new categories (www.nfoods.com)Brand Sustainability and Development ManagementAssisting in Innovation planning to align company’s NPD direction with Consumer Trends• Assist in re-launching National Rice : Attractive packaging and POSM support lead us to achieved 52% growth.• Assist in revamping packaging of Chinese range (MSG) lead us to achieve 39% growth over last year.• Product line extensions in Recipe division including soft launch of 4 new Recipe variants for Local and international markets.• Line extensions in sauces category, adding two new variants for (Mango Chili and Green Chili).• Reduced packaging cost by 15% & Recipe cost by 10% in Fruitily 200gm and 450gm.Marketing Planning and Activation:• Brand Activation: Managing Activation/BTL of National foods nation-wide.o Achieved all KPI’s of Recipe Princess, Category Captain and Karachi Special BTL activities.• Monitor BTL Impact study simultaneously carried out in Oct'12 where we evaluated the performance of 'Karachi Special' launch float activity and how much it help us.



Habib oil Mills

• Pakistan
• Manufacturing
• 200 - 300 Employee

• Assistant Brand Manager

  • Mar 2011 - Sep 2012

  Leading NPD division especially Habib Masala Category and reporting to the Head of Marketing. Brand Sustainability and Development Management• Successfully soft launch “Habib Plain Spices" in the Plain Spices category- Managed to attain 150% of sales target in first year.• Launch Curry king “Daily kahano ki bonyad” that has revitalized the image of Habib Recipe mix as a contemporary brand leading to substantial increase in the market share.• Reinvigorated brands’ visual communication to reflect the new brand essence and values to inspire authentic tasteMarketing Planning and Activation:• Organized, managed and s