Established MCONTENT as a pioneering branded entertainment company in Pakistan and went on to produce award winning and ground breaking assets for leading advertisers; Coca-Cola, Telenor and P&G. Alongside, MCONTENT successfully conceptualized, pitched & executed various shows and narrative productions for leading Pakistani television channels.

Responsible for brand communication strategies across media, periodical media planning and buying reviews, management of corporate advertising budgets and media allocation, continual innovation on the media landscape opportunities and planning optimization front.

Worked part time at Prime TV, in between graduate studies at SOAS, created internal documentation and SOPs to ensure OFCOM compliance, led the implementation and usage of BARB audience measurement data and associated internal training on the data and software. Added to the role and scope of marketing and programming (ratings based FPC streamlining) and established Prime TV sales offices outside of London.

Managed a 16 member dedicated P&G media team, reporting directly to the CEO. Bore complete responsibility for the execution of regular media campaign tasks, analyses deliverables, long term strategies and reviews. While ensuring all planning, buying and financial KPIs were met externally and internally, the unit’s positive PLA maintenance and growth was also a constant responsibility, which was achieved with consistency over the years.