- Established market leadership position in Mens Deodorant category by achieving highest revenue share for a local brand in FY21/22- Achieved YOY growth of 45% for Bold Men care in FY 21/22 and 63% in FY20/21- Spearheaded the E2E launch of Bold Eau De Perfumes in Pakistan- Worked closely with supply chain to localize product development with a total saving of 30% in FY21/22 - Managed Brand P&L with key focus on driving Topline, GP and Bottomline growth.- Lead the launch campaign of Bold Deodorant Body Sprays in Pakistan with 120% growth on project ed revenue for the year FY21/22- Worked closely with Influencers to achieve 50M+ impressions across all platforms in FY 21/22 leading to an increase in trial generation by 16% - Worked closely on strategic brand partnerships with PIA to be the freshness partner, reaching more than 50K passengers in FY 21/22- Developed a Bold Hot Spot visibility program for GT market, increasing value contribution by 2% in the business- Launched Pakistans first eco- friendly Zero Butane Liquid Body Spray with a continuous pump action.- Won Brands of Year Award in Mens personal care category for year 2021- Lead partnerships with sports franchises like Quetta Gladiators and Karachi United Football Club to build affinity with key TG of 16-22 yrs - Developed and launched Bold Mencares Immersive Gondola at leading LMTs/IMTs to engage with customers, leading to and increase in out of category purchase by 27%

- Driving the brand strategy while supporting key stakeholders to achieve yearly targets - Conceptualize and implement PR, Social, Digital, Creative, Activation & Media buying strategies. - Working closely with PR, Social, Digital, Creative, Activation & Media agencies to build campaigns and implement it across all customer touch points. - Partnering with key 3rd party platforms and payment solutions to enhance user experience at store and eCommerce - Monitoring Sale performance and supporting Retail & ECOM team to achieve desired footfall and traffic on respective Channels - Key Campaigns: Home A/W20 - Great Winter Sale19 - Mr. Blue19 - Cricket Collection19 - Festive Diaries19 - Brand Identity Overhaul19 - Chill this winter18

Key Highlights:- Initiated corporate identity revamp of IDEAS and developed a holistic brand guideline.- Launched IDEAS MAN sports apparel - GA Sport with fashion apparel inspired from football & Cricket.- Strategic alliances with Careem, HBL, Bank Alfalah, Mezan Bank & faysal Bank to boost Pre-winter sale 2018- Launched A summer Affair Spring/Summer campaign for IDEAS Home; 34% YoY Growth.- Launched exclusive denim line brand “Mr.Blue” with a 360 degree launch plan for all customer touch points-Worked on creative conceptualization for Winter Clearance Sale which grew 18% YTDKey Responsibilities:- Planning strategic campaigns based on key market insights to boost brand equity & consumer experience.- Supporting retail & E-commerce channels with strategic support to achieve respective targets.- Ensuring P&L growth by Top line and bottom line targets.- Tapping new opportunities to penetrate in newer segments and develop existing markets. - Developing digital and PR strategy with a key focus on Influencer marketing- Coordinating with photographers, models & other stake holder for campaign photography & videography-Managing the IDEAS Brand and its sub categories, including IDEAS Man , Pret and Home-Planning campaign budgets and developing brand calendar-Maintaining brand health and keeping up with market trends-Analysis of campaigns and their reflection on PNL-Planning all ATL, BTL & TTL campaigns.- Working on media & digital plans & their execution-Liaising with creative, media, PR, activation & research agencies for crucial business objectives.

Leading a team of 5 to manage modern trade channel of P&G for institutional clients (USC/CSD) in Karachi (120+ Stores)Handling entire portfolio of P&G products including 50+ power SKUs and 7 major brands Job Role:- Monthly Target Achievement through primary sales.- Managing in-store merchandising as per the Shopper Based Designs by P&G- Devising strategy to implement monthly and daily brand wise plans across channels- Development of SRs in the channelHighlights:- Achieved 110% growth across CSD sub channel in first quarter- Created a virtual model for real time tracking of secondary sales- Designed JBPs with the institutions for maximum visibility and brand presence in stores.

Responsible for development and implementation of key Brand & Communication strategies to support sales and marketing teams for both local and export markets. Active on both ATL and BTL fronts, I am required to monitor and analyze competitor performance and develop counter strategies for sustaining both brand and company image. Highlights:- Relaunch of Raj Cement in interior Sindh and Southern Punjab- Launch of Shaheen Cement for Pakistan Army- On ground and Digital Campaign in Pakistan vs Sri Lanka Series15- BTL campaign on 14th August - Lucky Ka Pakistan - Shop board and POS drive in Karachi and Sindh 2015 - Launch of New Packaging of Al-Mabrooka cement (venture of LCL in Iraq)- In house social media management (Facebook and Linked In)- Annual and Quarterly Reports 2014 and 2015Daily roles:oLiaising with media, digital, vendors, ad and publishing agenciesoEngaging with cross business stakeholders to develop a brands and communications calendar oDevelopment of trade and consumer promotion strategies (mainly BTL) with sales team.oHandling of social media and digital PRoManaging events and activations oDeveloped the product strategy and performed ongoing business analysis to drive the brand performance.oConducted yearly image building activities to boost corporate Image of the companyoAdvising new businesses on formation of corporations and business structures, drafting corporate identities and business strategies for the group businesses. (Textile, Power, Commodities, Green Energy and Foods)oPreparation and maintaining of department budget on SAP ERP

Worked in the corporate sales as a relationship management intern. Worked closely with clients and business partners in order to develop sales leads in Financial Institutions Group (FIG) and Institutional departments. Key responsibilities include:•Market research for potential leads•POS implementation at Toyota North and Central showrooms•Coordinating with corporate clients•Relationship management •Developing existing channelsThe specialized field of B2B sales gave me a holistic experience of sales and business development. Some of the major partners that I was associated were Faysal Bank, Century Insurance, UBL, Burj Bank Pak Qatar Takkaful Toyota (IMC) Honda Apart from this, gained valuable insights on client servicing and also vendor management

As the Executive Director Marketing, I was responsible to brand Literary and Public Speaking Societys Flagship event, The College of Business Management Model United Nations 2013 (CBMUN13). My responsibilities included branding the event internally and externally, maintaing PR and sponsorships, creating awareness and generating registrations for the event.