Led marketing function transformation & restructuring across MESA & NA Area. Simplified processes with focus on cost saving & efficiency improvement while leading change management to ensure smooth transition. Established Global Business Services & outsourced operational processes to enable central team focus on strategy & agile decision making. Led UAE to become 1st COMBUSTIBLES-FREE MARKET GLOBALLY – established with strategic route-to-market deployment complemented with fully integrated digital solutions AI-based sales, loyalty & consumer acquisition programs to deliver sustainable value growth (£-4mn ‘22 to £11.7mn ‘27)Skills: Business Transformation, Strategic Leadership, Marketing Function Operations, Change Management, Process Efficiencies & Optimization, Profit Growth, Marketing Structures, Leadership, Agile Decision Making, Business Analysis, Business Strategy, Budgeting, Route to Market, Marketing Services, People Management, CRM, Trade Marketing, Business Management, Negotiation, Business Development, Trade Marketing Strategy

P&L delivery of £80mn through multi-brand portfolio strategy, smart pricing & SKUs simplification. Delivered most successful business growth initiatives through white space identification, in less than a year delivered +8% volume & 100% profit growth. Drove RTC transformation with focus on WS capability buildup, Geo-expansion & Distributor rationalization with revamped TT&C to enable 100% sales visibility. Initiated Loyalty program & enhanced SOV by 15% with £8mn MI. Simplified portfolio to be more revenue focused - optimized materials (40 to 15) amidst import restrictions resulting in value growth (100%) & reduced FX load (£15mn)Skills: Revenue & Profit Growth · Strategic Leadership · Strategic Planning · Market Analysis · Marketing Strategy · Business Strategy · Brand Launch · Consumer Activation · Digital Marketing · Integrated Marketing · Brand Management · Portfolio Transformation · Brand Building · Brand Positioning · Sales & Business Development · Content Development · Portfolio Optimization · Campaign Execution · Business Turnaround · Process Simplification · Product Innovation · Portfolio Rationalization · Marketing Management · Marketing Plan · Trade Marketing · Marketing Communications · Pricing · Business Planning · Market Research · Budget Management · Change Management · Merchandising · Business Management · Business Analysis · Management · People Management · Leading People · Agency Management · Capability Buildup

Oversaw RGM exercise & led deep-dive to identify ‘must-win’ segments/revenue pools (~£1.2bn) to help business anticipate & adapt to changes for all 13 markets across Middle East. Formulation of strategic roadmap across each Middle East markets, identifying Insights-driven, consumer centric & evidence-based value creation pools & define priorities using a business lens through collaboration with leadership team. Responsible for S&OP and annual sales & planning process for Area. Led and established research agency structure & capabilities within Iran, post Kantar withdrawal, for sharpened consumer insights, while ensuring full compliance.Skills: Leadership · Strategic Planning · Strategic Leadership · Revenue & NTO Prioritization · S&OP · Business Analysis · Business Planning · Opportunity Diagnostics · Marketing Strategy · Business Strategy · Marketing Management · Market Planning · Forecasting · Performance Management · KPI Tracking · Supply Chain Planning · Market Research · Multiple Markets Business · Budget Management · Change Management · People Management · Leading People · Stakeholders Management · Market Analysis · Revenue Pools Identification and Prioritization · Consumer Insights

 Transformed BAT portfolio & led Pall Mall launch to make it the biggest brand of industry (5bn sticks & £60mn GM) amidst excise shock, assisting BAT to become “market leader” from distant 2nd while bridging 25% share gap vs PMI Created long term & short term marketing strategies across 13 markets in area with clear vision on portfolio roles per markets, prioritized key segments & identified opportunities for investment (£7mn budget) across portfolio covering Dunhill, Pall Mall and Gold Leaf Led Product Strategy Development, driving actionable insights from consumer product researches to strengthen core elements, drive innovation & introduce product differentiation/competitiveness capitalizing on consumer trends Delivered share & profit growth by driving consumer focused marketing mix, driving new initiatives, consumer centric campaigns & leading innovation on product, packaging and communication  Worked with both Above Market Agency Hubs (G2 and Ogilvy Action) in Dubai & UK and assisted in enhancing agency creative capability through appropriate resource recruitment to deliver powerful consumer centric campaigns. Led adoption of brand expression and new brand authorship for Dunhill in collaboration with IBGSkills: Revenue & Profit Growth · Portfolio Strategy · FMCG · Brand Launch · Campaign Execution · Consumer Activation · Digital Marketing · Integrated Marketing · Brand Management · Portfolio Transformation · Brand Building · Brand Positioning · Content Development · Customer Relationship Management (CRM) · Portfolio Optimization · Business Turnaround · Product Rationalization · Marketing Communications · Pricing · Consumer Research · Budgeting · Business Analysis · Leading People · Agency Management

□ Developed Refined and Implemented brand & trade coverage plan, sales/ distribution plan & merchandising coverage plan. Responsible for delivering Consumer dialogue through Retail & B2B programs to improve trade disposition□ Identification of future business needs in TM&D and putting them to action. Devised ID strategy to control. OOS and to penetrate into rural and uncovered outlets□ Developed Key Account Partnership and B2B Retail Engagement program to generate competitive advantage. Ensured commercial maximization via a competitive Total Customer Offer to increase ROI□ Implemented Shopper Marketing principles to improve our capability to increase awareness to drive sustainable growth.Skills: Sales & Profit Growth · Leadership · Key Account Management · Direct Sales · R2M & R2C · Trade Marketing Strategy · Business Development Strategy · Integrated Marketing · Shopper Marketing · Wholesale Management · Sales Planning · Customer Relationship Management (CRM) · Distribution Planning · B2B · Retail Engagement · Trade Marketing · Negotiation · Distributor Management · Distributor Rationalization · Marketing Communications · Pricing · Business Planning · Market Research · Budgeting · Change Management · Merchandising · People Management · Leading People

□ Planned and launched Shuangxi - Asia's biggest cigarette brand, in Pakistan in a record time of 5 months starting from concept to execution involving packaging, product, trade programs and communication after detailed analysis of consumer segment and market gap analysis to ensure proper brand positioning and portfolio fit□ Managed the brand budgets (PKR 300mln) and developed the most aggressive brand launch mix in history of PTC encompassing ID activation, clutter breaking touch points in view of shopper marketing experience, trade support programs and migration of existing tail brands to new offer□ Lead cross functional team to ensure OTIF launch. And managed internal & external stakeholders to drive the strategic agenda for supporting BAT business ,thus creating in roads into one of the biggest tobacco market in the world□ Shuangxi declared as a benchmark launch by IBG, for markets across BAT that are to deploy the brandSkills: Revenue & Profit Growth · Portfolio Strategy · FMCG · Brand Launch · Consumer Activation · White Space Identification · Product Development · Brand Management · Brand Migration · Brand Positioning · Portfolio Optimization · Pricing · Consumer Research · Budgeting · Business Analysis · Leading People · Agency Management

○ Seconded to Indonesia (3rd biggest Cigarette Market in World) to design and Implement Integrated Route to Market Strategy (The biggest-ever and most complex R2M Project in BAT Globally)○ Developed effective and efficient Route To Market strategy under the Regional Must Win - “Winning @TM&D” to meet business objectives and ensure that infrastructure is fit-for-purpose to substantially improve distribution performance ○ Leading & Devising WS Strategy and Implementing WS Loyalty Program (Mitra Emas) in the world’s biggest WS Market of Indonesia  ○ Assisted and developed the local team, as per talent transfer, to ensure smooth planning, execution and sustainability of the Route to Market in IndonesiaSkills: Leadership · RTM Strategy · Direct Sales · Wholesale Management · Trade Marketing Strategy · Sales · Sales Planning · Distribution · B2B · Retail Engagement · Sales Team Structure · Sales Coverage Planning · Distributor Management · Distributor Rationalization · Budgeting · Change Management · Merchandising · People Management · Leading People · Capability Building · Sales Coaching & Training · Marcomm Quality Execution · Team Leadership · Leadership · Business Development

 Coordinated the strategic business planning and provided business analytics to leadership team to support in businessreviews and decision making To act as an interface and single point of contact between Trade Marketing, SupplyChain and Brand Team, embeddingfact-based insightsinto the demand forecasting, projections and business strategyin viewof market dynamics Revamped the Demand Planning Process and devised DP Dashboard to make process more objective and quantifiablebased on market analysis & trends, brand health indicators and consumer Insights, to improve the forecasting accuracy Support the development of brand and trade programmes focusing on increasing effectiveness and efficiency through forecasting, performance analysis, trade program planning and resource-allocation. Ensure the development of an integrated cycle plan (brand and trade activities) consistent with consumer and customer segment needs

 Leading and delivering all BAT Protocol researches (Consumer, Customer, Retailer) within budget targets and meeting timelines Lead the research related to comprehensive understanding of Premium segment and consumer lifestyle and buying behaviour in that segment for building Premium Strategy Lead the biggest research in VFM Segment regarding future strategy building and exploring possible portfolio revamp in VFM sgement Responsible for executing tracking and program effectiveness researches e.g. RCM, CPT, PEM & Retail Audit Business analytics encompassing the domain of Customer Insight Analysis (Segmentation, Usage and Off-take), Market Analysis (Growth, Sales) and Competition Analysis Thoroughly involved in initiating market researches from Questionnaire development till Final Report Liaison with agencies for various researches from conception to successful completion

 Won ‘Best Area for 2010' Award Nationally, in Annual Marketing Conference for exceeding sales targets & in appreciation of initiatives taken Responsible for managing widespread geography of Faisalabad & Jhang, biggest volume-wise area in Pakistan, along with connected sub-urbs and rural areas Responsible for managing Area budget, Sales forecasting, Stock management, Resource management (8 TMOs, 26 Brand Ambassadors, 18 Sales Promoters, WareHouse staff) and Distributor’s management  Developed and Executed plans for Wholesale Rationalization & Retail Development by enhancing distribution width and coverage to increase sales volumes across the area Proactively developing new relationships across the account and to identify opportunities for business growth and capture the key strategic accounts to block shelves space for better availability Responsible for making Faisalabad Distributor a benchmark distributor through ‘Distribution Excellence’, BAT’s distribution best practices Executed the Trade Loyalty Program at the retail universe to develop strong & sustainable relations with retail Prepared Business Plan for Area and executed Distributors Rationalization through mergers & consolidations

As a part of Global Management development program, I was sent to South Korea to assist Dunhill brand team. My responsibilities included:• Designing of Dunhill LEPP program for Duty Free • Development & designing of new line extension for Dunhill – Dunhill Black Range • Concept development of Flagship store for Dunhill & Trade Engagement Program during this assignment

Brand Management:• Planned, Developed and executed program for re-positioning of brand for establishing new communication platform for the brand in view of future marketing dynamics• Effective management of brand budget in brand programs that are inline with corporate & portfolio strategy and reflect defined consumer needsMarketing Research and Consumer Insights:• Business analytics encompassing the domain of Customer Analysis (Segmentation, Growth), Market Analysis (Market Segmentation, Sales) and Competition Analysis• Involved in initiating market researches and responsible for conducting researches for different brands (new product and communication testing), Liaised with International & local agencies for researches

• Involved in analysis, design, development and maintenance of various engineering softwares• Involved in recruiting process of company and responsible for training of new resources• Responsible for coordination of development work with counterparts working in US• Servicing customer requests related to company products