Experience

HERbeauty

• Pakistan
• Cosmetics
• 1 - 100 Employee

• Founder - Chief Brand Officer , Chief Operating Officer

  • Jan 2021 - Present

  www.joinherbeauty.com @joinherbeauty www.joinherbeauty.com @joinherbeauty



Fatima Group

• Pakistan
• Chemical Manufacturing
• 700 & Above Employee

• Head of Beauty Business

  • Dec 2020 - Present

  HERbeauty is an indi-beauty start-up seed funded by Fatima Group. Fatima Group (FG) Company - With over $1 billion in sales, the Fatima Group is one of Pakistan's fastest expanding industrial enterprises, with holdings in fertilizers, energy, textiles, sugar, cement, and venture capital investments. HERbeauty is an indi-beauty start-up seed funded by Fatima Group. Fatima Group (FG) Company - With over $1 billion in sales, the Fatima Group is one of Pakistan's fastest expanding industrial enterprises, with holdings in fertilizers, energy, textiles, sugar, cement, and venture capital investments.



Dressing Table Salon/Spa

• Personal Care Product Manufacturing

• Co-Founder

  • Feb 2010 - Present

  @dressingtablekarachi Full Service Salon and Spa LIVE Botanical Mixing Bar with customized products and Yoga Facials Developed an All Natural Beauty Products lineup - creams , body scrubs and face oils ( Handmade Fresh in small batches) @dressingtablekarachi Full Service Salon and Spa LIVE Botanical Mixing Bar with customized products and Yoga Facials Developed an All Natural Beauty Products lineup - creams , body scrubs and face oils ( Handmade Fresh in small batches)



Bays International

• United Kingdom
• Personal Care Product Manufacturing
• 100 - 200 Employee

• Marketing Director

  • Dec 2018 - Nov 2020

  Key Role: Crafted a 2-year omnichannel multi-brand strategy to reach $20 M by 2020 with a growth of 30%. Changed the ‘Push’ mindset to an ‘Equity’ building roadmap for their Beauty Brands: across 4 distribution channels: Retail, Consumer, Professional and E commerce. Set up, hired and developed an inhouse-agency for social media, digital media and influencer marketing department. Worked directly with global vendors on product, packaging innovation as well as design-houses on communication mix. -Turned around the business from flat growth for 3 preceding years to 25% growth in 2019 to achieve $19 M in turnover. Strategically influenced pricing strategy, margin improvement, product innovations and channel/ brand portfolio strategy, SKU rationalization. -Re-Designed the blueprint of Retail design and philosophy for 2 retail brands: BLS and Makeup City. Worked in collaboration with the winning ASA architects’ team for retail in Pakistan to create the retail brand story. Developing new ways of merchandising display, window display interactive areas, upgraded beauty conversations/ animations spaces, and pop up areas. -Led a star brand migration turn around on makeup-up brand ‘ST LONDON’- from product to packaging to communication mix, influencer marketing and goto market channel strategy. Total IMC. Crafted ST LONDON’s brand story and purpose with strategic thrusts . Digital Outreach grew by 23%. Increased basket size by 45%, Brand grew 35% in value FY2019. -Shopper Experience Makeupover via Brand Gifting Strategy (GWP) and Merchandising upgrades. Improved in-store visibility tools, counter design, merchandizing tester bars, and wall units. -Re- Designed two E-commerce shop platforms: BLS.com (British Lingerie Shop) and STLONDONMAKEUP.com -Built an inhouse Digital Content and Influencer Marketing department. -Led the E commerce Priority, Strategy and Content with revenue Dec 2020 $310,000 a growth of 400% and increase in AOV , Conversion and SEO ratings. Show less



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Marketing Director Garnier

  • Jun 2009 - Jun 2015

  Among the FOUNDERS Team that brought L’ORÉAL subsidiary into Pakistan with its journey to break-even and profitabilityAug 2012– Dec 2015 Marketing Director Garnier- Primary Scope: Developed the Garnier business model to become the leader in mass beauty brand of choice for middle class Pakistan. Consumer understanding, Annual Strategy planning, Door Growth Targets, Global & Regional mix deployment (Channels - trade and media) &, Activation conceptualization, planning & execution, customer & emerging channel marketing management.- Key deliverables – Drive profitability and break-even, Premium Pricing and Margin Strategy, market share target, build upper mass brand imagery and Share of Spend / Share of Voice targets.- Manage more than 500k Euros worth of yearly support budget. KEY ACHIEVMENTS:• Valorized Skin Care proposition for Garnier with skin care extensions both for image building and deeper penetration: launch of BB cream, explosion in face wash formats. Garnier Skin Care highest growth of +158% in 2013- Deployed full launch mix of BB cream –ATL, Online, Animation, Social Media, Channel Strategy, and Experience. - Rolled out 8 propositions for face wash under import from India and Local Manufacturing mix for margin gain.- Launched Garnier Mens Range in Modern Trade with PR Endorsement- Accelerated conquest of mass market via Hair Color- fueled by local manufacturing and shade extensions (margin increase +7%)- Built capacity and capability in local manufacturing.- Trade marketing : Increased door coverage and productivity from 10,000 Doors to 30,000 via sell in-tools , instore animations, visibility and retail channel SKU plan.- Consistent ATL communication strategy along and PR endorsements. Show less

• Marketing Manager L'Oreal Paris and Maybelline

  • Jun 2009 - Sep 2012

  -Conceptualized and Developed the Business Model for L’Oreal Paris that was shared as Zone Best Practice- This includes all LOreal brands within skincare, hair color, shampoo, and make-up and its PR and Communication Strategy , Brand Partnerships, Door strategy, Pricing and Margin Strategy, Animation strategy, Merchandizing strategy.-With skin care, Dermo-Expertise, had a portfolio strategy across the variants -uplifted imagery and turnover via proposition pyramid ; technology authority via Revitalift, distribution strength via White Perfect and Face washes. Created strategic alliances with cosmetologists and dermatologists for animations and PR.-In hair color, Excellence and Casting, created a pool of Hair Consultants for Expert Advice. Excellence Advertorials as Best Practice for the Zone.-Drove Make-up Profitability and Imagery - created the Make-up Market index for MNY and L’Oreal Paris. Pricing, Margins and Positioning and Marketing Strategy- Valorized the Margin mix from 45% to 68% -72%.- Initiated the relationship with Pakistan Fashion Week and LOreal Paris.- Launched the first L'Oreal Paris Mall Animations in Pakistan Show less



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Lux Brand Manager

  • Dec 2008 - May 2009

  - Primary Scope: Consumer understanding, Annual Strategy planning, Global & Regional mix deployment (Channels - trade and media) &, Activation conceptualization, planning & execution, customer & emerging channel marketing management.- Key deliverables – Value & volume targets, market share target, brand equity targets and Share of Spend / Share of Voice targets.- Manage more than 2.5 Million Euros worth of yearly support budget. KEY ACHIEVMENTS:• Launched Limited Edition Variant for LUX - Led cross functional team to develop local campaign for the limited edition variant linking with the biggest activation in Pakistan ‘Lux Style Awards’ from ideation to production of activation film & key visual.- Rolled out campaign through micro-marketing to key trade channels/media channel. Show less

• Regional Brand Development Manager Sunsilk

  • Mar 2008 - Nov 2008

  Regional Brand Development Manager, Regional Office Bangkok– Sunsilk SA/SEAKey deliverables – Worked on a Key Strategic Thrust project for HAIR (projected to contribute 50 mn Euros) and a leading Must Win Battle for multiple developing markets of SEA and SA KEY ACHIEVMENTS:• Explode Hair CONDITIONER penetration in white space markets SEA/SA- Ideation to Full IBC Package Delivery for 3 markets that included developing: Communication (Thematic+ Educational TVC + Key Visual concept and production development for 3 different markets), Activation Toolkit & Next Steps on 3-Yr Horizon for SEA/SA markets.• Differentiate HCON sachets to drive penetration SEA/SA- Led project of 1st time change in HCON Sachet look to create size impression advantage and be 1st mover in differentiating HCON & SH across brands SS /Dove/Clear. Aligned and agreement with countries to implement: Ideal Size, Price Parity with SH, Best Design to establish the 3 category codes for HCON, and Hair Plannogram to promote for visibility & system usage Show less

• Assistant Brand Manager Ponds

  • Mar 2006 - Mar 2008

  KEY ACHIEVEMENTS:Moved the imagery from Cold Cream brand to a modern international brand with the launch of the premium range.- Localized the Global Package with integrated brand communication. - Up-graded the go-to-market look and experience of the brand by revamping current merchandizing tools and rolling out the regional skin counter strategy. - Rolled out ‘masstige’ selling technique / Beauty Advisor (BA’s) in key retail channels: IMT and Local Modern Trade. Developed a 3-module training program, SOP,& KPIs for the over-all management of the BA team. 1st time ever dedicated and permanent BA’s placed at POS by a brand in Unilever. - Pioneered customer marketing into newly identified retail channel (Cosmetic) by deploying merchandizing visibility toolkits, trade events and promotional activations.- Effectively pre-empted key global competitor in local market by leveraging the premium range, enhancing merchandizing, entering and guarding new channels and building key image attribute ‘skin expertise’ by 5%.• Conceptualized and led the execution of brand activation for 2007: “Ponds Institute Skin Center” - Activation based on the global platform of Ponds Institute - Activation idea development, execution, planning & 360 degree launch with grand opening ceremony.- This activation fuelled brand equity growth and helped achieve a differentiated positioning - Strengthening Skin Expertise Show less

• Assistant Consumer Insight Manager HPC

  • Oct 2004 - Mar 2006

  • Primary scope: Consultant to Personal Care brand teams. Built local understanding and insight by applying research findings (qualitative and quantitative) to identify consumer and market opportunities.- Applied research findings to identify business opportunity in the Haircare Category. Collated and analyzed data from habits and attitudes and 5-year trends from Consumer Panel on the anti-dandruff segment to prepare for Clear launch in Pakistan. - Single-point of contact for all related MR, Consumer Connect and Brand Audit on the Laundry & Oral Category.- Prepared docket on: Broad Understanding on Kids and Youth. Compiled learning’s from internal and external sources to understand trends of the largest consumer segment (40%) of Pakistan age band of 5-19.(CMIG Strategic Thrust 2004) Show less