Experience

MatrixFit

• Pakistan
• Health, Wellness & Fitness
• 1 - 100 Employee

• Director

  • Mar 2022 - Present



KBW Consulting

• Pakistan
• Advertising Services
• 1 - 100 Employee

• Founder & Lead Consultant

  • Sep 2018 - Present

  We’ve been leading growth projects across multiple geographies including Africa, Asia, Europe, North America, South America. With a focus on Marketing, Product Development and Corporate Communications, we’ve run programmes across over 30 countries -Brand Strategy -Marketing Strategy-Digital Marketing-Marketing Operations-Annual Marketing Operating Plans-Film & Ad Production We’ve been leading growth projects across multiple geographies including Africa, Asia, Europe, North America, South America. With a focus on Marketing, Product Development and Corporate Communications, we’ve run programmes across over 30 countries -Brand Strategy -Marketing Strategy-Digital Marketing-Marketing Operations-Annual Marketing Operating Plans-Film & Ad Production



Falcon-i

• Pakistan
• IT Services and IT Consulting
• 1 - 100 Employee

• Head of Marketing & Customer Experience

  • Oct 2019 - Dec 2022

  Currently helping Pakistan’s leading IoT Fleet Management firm work towards making it easy for our customers to stay in control. -Setting up a Marketing and CX function from the ground up-Driving Corporate Commercial Partnerships-Growing product portfolio from vehicle tracking to a full-fledged Fleet Management suite-Brand revamp and revised business strategy-Customer Lifetime Cycle Development Currently helping Pakistan’s leading IoT Fleet Management firm work towards making it easy for our customers to stay in control. -Setting up a Marketing and CX function from the ground up-Driving Corporate Commercial Partnerships-Growing product portfolio from vehicle tracking to a full-fledged Fleet Management suite-Brand revamp and revised business strategy-Customer Lifetime Cycle Development



Khaadi SMC Pvt. Ltd.

• Pakistan
• Retail
• 400 - 500 Employee

• Marketing Manager

  • Dec 2016 - Dec 2018

  During my time at Khaadi, I was in charge of marketing operations restructuring, cost and budget management, strategic brand direction, campaign development, brand restructuring and eCommerce. A few key highlights include:-eCommerce sales growth and logistics optimisation-Revenue growth to assigned portfolio through targeted, ROI-driven campaigns-Development of a Marketing strategy-Annual Marketing Plan implementation-Campaign Cost Optimisation-Research to measure brand equity, product mix and drive new product development-Brand restructuring – development of brand proposition and architecture



Bank Alfalah Limited

• Pakistan
• Banking
• 700 & Above Employee

• Global Head - Communication & Research

  • May 2014 - Nov 2016

  Spearheading Communication and Research, I was tasked to generate relevant and actionable consumer insights and employ them to develop and implement relevant, differentiated communication to build Brand Equity. And, consequently, generate demand for products and services. Some highlights during my time at Alfalah include:- Brand Audit and Brand Proposition development- Development of new Brand Identity, Vision, Mission and Values- Development of Brand and Product communication strategy and campaigns- Key features identification for Bank Alfalah mobile app- Product Development through the Innovation Management System- Extensive market research for new product development



HBL - Habib Bank Limited

• Pakistan
• Banking
• 700 & Above Employee

• Global Head - Brand Communication

  • Mar 2013 - Apr 2014

  As the Global Head of Brand Communication my responsibilities include developing and implementing marketing plans for HBL's broad portfolio of products across conventional and digital banking, globally. My role also entailed the expansion of HBL’s Digital and Social Media Marketing strategy and the development of a formal Corporate Communications platform for both internal and external communications. Some highlights during my time at HBL include:- Developing and managing annual marketing plans in excess of PKR 1 Bn.- Brand Campaign launches for HBL FuelSaver Credit Card, 3rd installation of the Mr. Bean campaign, HBL MoneyClub, HBL InternetBanking, HBL Rutba, HBL Nisa- Launch of HBL People, an HR platform focused on recruitment, training, development and retention - Research and development of key customer segments- Development of Corporate Communications platform- Implementation of Internal Communications Channel for employee engagement



DHL

• Germany
• Transportation, Logistics, Supply Chain and Storage
• 700 & Above Employee

• Head of Marketing

  • Nov 2010 - Mar 2013

  As the Head of Marketing, I was responsible for Marketing Communications, Pricing and Product Management. Some of my major accomplishments have included managing DHL Pakistan's largest ATL campaign in 2011, serving as the Editor of LINK (bi-annual customer and employee news magazine) and developing a number of cross-functional Marketing campaigns which translated in to direct gains for DHL.

• Marketing Communications & Product Manager

  • May 2008 - Oct 2010

  As the Marketing Communications Manager, my key responsibilities included budget management, agency (creative & PR) management as well as spearheading all CSR initiatives. Through my knowledge of local market landscape I was, on multiple occasions, able to manage DHL’s yearly advertising spend in the face of ever-changing scenarios to ensure the company’s core objectives were met. This involved managing and running a number of ATL campaigns for our Retail customer segment and a number of BTL campaigns to focus on our Credit/Account customers. I was also responsible for managing DHL’s Customer Life-cycle Programme.In addition, Corporate Communications also came under my core areas of responsibility. On this front, I managed all Press Releases, liaison with our International Corporate Communications Office and a host of CSR activities (Volunteer Day, Earth Hour and World Environment Day).

• Product Manager

  • Jul 2006 - Apr 2008

  My responsibilities as Product manager entailed ensuring growth across all product segments, performance monitoring and development of new and current products. Some notable projects included the launch of University Express - a discounted document service for students, shipment and revenue increase across all customer segments (Retail and Account/Credit) by way of incentive-based campaigns , tie-ups with local business partners (Pizza Hut, Caltex) to craft appealing customer campaigns. At this point of my career with DHL I was also tasked with vendor management, in addition to working with our creative and PR agencies. I was also nominated to head and manage run a Global Product Alignment project in-country. This comprised of a cross-functional cooperation to ensure all product standards were reset in accordance with global standards and policies.



Reebok

• United States
• Manufacturing
• 700 & Above Employee

• Brand Manager, Reebok

  • May 2004 - Jul 2006

  - Planning and supply management with Regional HQ- Retail Estate Development- Marketing communication and retail strategies- Business alliances with reputed retailers and distributors nationwide - Planning and supply management with Regional HQ- Retail Estate Development- Marketing communication and retail strategies- Business alliances with reputed retailers and distributors nationwide



Catalyst

• Co-founder

  • Jan 2002 - May 2004

  I worked as an event and brand & communication manager on a number of projects for clients including the Asian Development Bank, P&G USA, Unilever Pakistan, Shell Pakistan, EFU, Union Bank and a number of smaller US-based businesses. I worked as an event and brand & communication manager on a number of projects for clients including the Asian Development Bank, P&G USA, Unilever Pakistan, Shell Pakistan, EFU, Union Bank and a number of smaller US-based businesses.