Managed client relationships for multiple P&G divisions, serving as the primary point of contact for high-level strategic discussions and campaign oversight.• Directed cross-functional teams to deliver integrated media campaigns that aligned with P&G’s brand vision and marketing objectives, resulting in increased campaign effectiveness.• Analyzed consumer insights and market trends to develop data-driven media strategies that maximized ROI for P&G’s marketing efforts.• Collaborated with P&G brand teams to refine messaging and optimize media mix, improvement in brand recall across key target demographics.

Oversaw marketing investments totaling over PKR 15.2 billion across multiple brands, ensuring alignment with annual goals and objective• Achieved Pricing KPIs for key clients, including Mondelez, EBM PCI, and Engro, successfully navigating challenges in an inflationary market.• Minimized media rate inflation in a post-pandemic landscape with increased demand for media investments, optimizing cost efficiency for clients.• Secured an on-ground sponsorship deal for TikTok during PSL '22, enhancing brand salience and boosting application usage.• Controlled 37% share of voice (SOV) in the market, establishing dominance in media presence for top-tier clients

Responsible for the delivery of the P&L and sales targetsResponsible for leading the interaction with key external stakeholders –creative and media agenciesWorked with agility to launch new platform ‘Sunridge Taqatwar Pakistan’ via a 360-degree campaign to create awareness about malnutrition and to endorse the brand’s USP which is fortificationLed the project for launch of Sunridge brands on E-commerce platformsWorked extensively on NPD's which includes lentils & pulses, Besan, Suji, and High Fiber 2x which includes thier GTM plan and market researchWorked on corporate branding/all marketing collaterals which includes website content & layout, give away dairies and calendar to enhance company's vision which is "farm to fork"

Managed marketing investments of multiple brands to meet their marketing goals and objectives on an annual basisAdjusted marketing plans based on market forecasts to ensure maximum ROI of investments especially post 2019 Pakistani recession and Covid19 outbreakEnsured local and regional (APAC) alignments are met ensuring smooth execution of marketing campaigns with minimum organizational friction

Management of marketing activities and planning for client set: Unilever Pakistan – Home Care category - Surf Excel - Domex - Sunlight Devised & adjusted marketing strategy on the bases of day to day sales for Surf Excel Planned and executed “Aik Neki Rozana” campaign for Surf Excel which explored multiple avenues for advertising especially Tv, Radio, Digital & Social mediaPlanned and executed “Neki Ek Ibadat” campaign which uplifted the brand salience scores and received awards by Google as the most viral campaign for year 2017Lead the BGS correlation exercise done on Unilever’s brands and shared the methodology with the entire planning teamChampion to implement mid break converter within Unilever planning eco-system, single handedly trained peers on this innovation

Monthly presentations to C-Level executivesCoordinated with cross functional teams inclusive of Operations, Planning, Finance & Media vendors for campaign executions

Executed Integrations on Hum TV, TV1 & ARY Digital show and Ramzan TransmissionsNegotiating with media channels to secure the best advertising space at minimal possible cost and CPRPLead the development of UNICEF’s pitch presentation