Experience

Young's (Private) Limited

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

• Brand Manager

  • Jan 2022 - Present



Hilal Foods (Pvt) Ltd.

• Pakistan
• Manufacturing
• 700 & Above Employee

• Brand Manager

  • Sep 2020 - Dec 2021



Amreli Steels Limited

• Pakistan
• Wholesale Building Materials
• 500 - 600 Employee

• Assistant Brand Manager

  • Jul 2019 - Aug 2020



Monsalwa Careers

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

• • Jul 2018 - Jun 2019

  Handling entire “Value Added Chicken” category within Ready to Cook and Ready to Eat frozen food segment, directly reporting to Sr. Marketing Manager.• Responsible for Growth, P&L, NPDs, Strategy, Marketing budgets and Sales Targets.• Working closely with Digital and Creative agency to draft strategy using relevant insights to build and enhance brand’s core identity and establish its essence along with focusing on key brand metrics.• Initiated launch of two successful NPDs, leading in every step from concept paper, sensory trials, complimenting GTM and RTM strategy till rolling out two tactical campaigns. Communication ranked high on awareness and trial generation. Both products generated 60% repeat orders in first three months cycle and were quick to reach Star-category of the brand’s assortment.• “WOW Nugget” campaign covering all medium, 1200+ GRPS achieved with 40+ Outdoor Sites. Product is now the Star Performer. • Locking long-term deal with TG’s key affinity platform like Masala Channel and Food Fusion to hammerBrand’s Usage point, create awareness and promote brand’s Recall and Image.• Conducted Retail Audit and U&A to understand category, Purchase and Usage Pattern. Brand’s history first effort to dig into insights and analyze its category’s needs states along with shopper and consumer preferences.• Focusing on trade and building strong channel management strategy, continuous re-evaluating RTM structure and targeting on key accounts to generate opinion sales, setting up numeric and weighted targets using the retail audit conducted to push for efficient brand’s presence.• Achieving 13% growth for the assigned category in the year-(18-19). Show less

• • Jul 2017 - Jun 2018

  Looking after multiple portfolios, directly reporting to Brand Manager.• Responsible for assisting brand manager in marketing related task assigned.• Took the interim charge of leading the Marketing Department for four months and was part of rigorous planning, devising and locking of Sales and Marketing Budget.• Continuously re-evaluating channel management strategy, focusing on Top end retail program to drive growth from key customers, achieving 11% YOY growth for the brand in the Year-(17-18).• Working with Digital and Creative agency on tactical campaigns-(Seasonal burst) from brief to execution.• SKU rationalization done through proper BCG Matrix analysis, in order to remove underperforming SKUs-(DOGs) taking up the space in freezer, investing in the right products-(STARs) and milking category drivers-(COWs) in order to ensure efficient portfolio management.• Pushed to revamp packaging of entire assortment offering to bring uniformity, Inculcated printing protocols and building SOPs to ensure correct reflection of designs and to standardize the process.• Pushing the brand in International Market, aggressively participating in international exhibitions and working closely with distributors to generate Push, simultaneously registering Trademark protecting Brand’s Intellectual property in various countries. - (MENA, China, Europe and etc). Show less

• • Feb 2016 - Jun 2017

  Looking after multiple portfolios, directly reporting to Brand Manager.• Responsible for assisting brand manager in marketing related task assigned.• New range “STUFFZ” Nationwide launch campaign covering all mediums, Total 1200 GRPS achieved, 55+ Outdoor Sites covered, Digital & Print activation. Massive In-store drive with a force of 150+ BAs.• Part of planning, executing and monitoring a pioneered school activation activity within the category “The MonSalwa Champ” in KLI with 500+ schools activated and 125000+ contacts established. • Took the Initiative of filing patent and copyright of brand’s distinct “Packaging” & “Logo” through registering in multiple classes to strong guard brand’s Intellectual property.• Establishing key marketing metrics to set a benchmark and to tag every activity accordingly to have focused approach. Pushed the brand to achieve 10% YOY growth in Year-(16-17). Show less



Nestlé Waters

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

• Sales Trainee

  • Apr 2015 - Nov 2015

  -Part of a national campaign by Nestle Water in launching Active-Where (Business Software) in the company,particularly in Karachi -Involved in the process of data formation,migration and analysis -Training Management staff and DSR-(Delivery Sales Representative) in particularly about the new software -Understanding Business Module relevancy against the software and aligning separate operation from Sales & Distribution to Finance and Customer Service -Planning and devising strategies for route management -Post launch analysis of Data accuracy, specially in terms of sales department and Customer-Service -Training Territory Executive about new Customer Entity and Contract -Part of daily Troubleshooting team for problems related to PDA,Route Management and DSR in terms of new software. -Initiating change in cellular network mapping for improved live data update for management use Show less