Responsible for marketing and product management across Pakistan.

Part of the Marketing and Product management leadership team for Asia & Africa; responsible for leading the development and activation of the growth plan for business units, through a customer focused approach at all levels of the marketing mix Brand Management for DEKALB and Roundup Brandso Pricing and Revenue Optimization with Profit and Loss ownership of the Brands. Grew GP significantly for DEKALBo Driving Volume growth in Chemicals business by 70 % in 3 years with robust plan for Roundup PowerMax leading the Integrated Demand Generation plan for the businesso Optimizing GTM for brands with Market Incentive structures and Payouts whilst ensuring optimizing Reach, Channel Profitability and Demand Creation in line with Controller ship policies o Identify business opportunities with new and current product portfolio with complete ownership of the Product lifecycle for the Pakistan entity. Renewing portfolio with new launches whilst liquidating 40 % of the portfolio in 1 yr. to strategize GP growth targetso Strategizing the Marketing Plan with focus on Market Prioritization, Route to Market, Product and Pricing, Demand Generationo Driving the Budget and Long-Range Plan from country – strategizing strong volume growth in 3 years and a double digit GP growtho As part of the Asia Africa Market and Product Management Team, leading the strategy for Pakistan which entails innovating the entire Marketing Plan with focus on Customer Needs and driving value for DEKALBo Leading the Customer Insights pillar for the country with Focus on Segmentation, UnA of Customers, Customer Experience Mapping and Weekly and Monthly Dashboards with Mystery Shopping and Market Storming for effective planning to deliver growth (Volume and Value focus)o Responsible for developing and leading the marketing organization in Pakistan; coaching and mentoring as part of the Pakistan Leadership team

Responsible for brand management for DEKALB, Seminis and Roundup in Pakistan. Worked with the regional teams on strategic projects to re-position the DEKALB brand in Pakistan and was the Customer Focus Pillar owner for the Country. Got recommended for the global marketing excellence award on the DEKALB aspiration campaign launched in Pakistan.

Responsible for implementign the marketing plan for DEKALB Seminis and Roundup. KPIs for monitoring business health, effective policies for channel management and revamping the DEKALB outreach efforts (ATL and BTL) have been major milestones.

 Boltay Jao, 30 Paisa Offer, Hybrid Voice and SMS bundle – Pre and Post campaign analysis Reporting and Analysis: Prepaid Hourly report, Daily Prepaid Tracking, Zong Karachioffer analysis, UFone Ladies first campaign analysis

 Pricing, Strategy and Business plan development:o Devised re-launch for Internet consumers for both the WiMAX and Cable businesses - led to an increase in sales by more than 200 %o New Product Development and Execution - USB Dongle (Record sales crossing the “25k users/month” figure) Business Intelligence and Analytics: o Segmentation of the Residential Internet Market in Pakistano Segmentation of Wateen’s existing consumer base o Analysis of Brand Usage and switching pattern using DetlaQual P&L Responsibility through ensuring KPIs for consumer and trade channels:o Channel Specific Promotions – Trade and Consumero Alternative channels for account recharge i.e. launch of DigiPay – ATMs, Mobile phone, POS machine, Internet Banking, IVR, UBL Omni outlets and Nadra E-Sahulat Centers Customer Service & Complaint Management for improving user experience Loyalty and Churn Management:o Recharge and Reconnect - 2010 campaigns for post churn managemento Loyalty programs for increasing revenue and managing customer experienceo Revamping user experience – developed new product lifecycle based on brand switching report. Led growth in Broadband sector in Pakistan with a YTD figure of more than 340 % Coordination with key stakeholders - finance, supply chain, communication, IT and Engineering Executing various ATL and BTL activities in co-ordination with Marketing and sales team

Proposed a growth strategy for Broadband Pakistan based on segmentation of the residential Internet market

Developed branding strategy for Solution Exchange -a UNDP pilot project on Public Administrations ReformPrepared brand book for entry into Stockholm Challenge 2008

Devised marketing strategy and came up with recommendations to effectively market products in SARAS Fair, an exhibition of traditional products held all over India

Proposed business strategy for capturing high potential areas by Tetra Pak's key dairy customers, i.e Nestle, Engro and Haleeb.

Led a team responsible for strategy development by analyzing market information and competitive intelligence for Mobilink's Club Indigo Brand (B2B)Monitored KPI's of brand and sales teams and assisted them in meeting targets.Responsible for analyzing sales data and producing action oriented reports for JAZZ (Pakistan's biggest brand)

Learned about Faysal's banking operations through in-class learning, job rotations and interaction with senior management