Commercial Strategy Development: Developed and implemented commercial strategies aligned with Digital Banking Group goals and objectives to accelerate growth for UBL Digital App & Net-banking.Customer Acquisition and Retention: Managed customer acquisition and retention through targeted programs, resulting in enhanced customer engagement and loyalty.Revenue Stream Management: Successfully implemented and managed new innovative revenue streams and product revenues to deliver P&L targets, driving financial performance.Digital Innovation Leadership: Drove digital innovation through Digital, Social & Mobile platforms for all marketing initiatives, ensuring continuous improvement and relevance in the digital landscape.Digital Strategy Management: Oversaw the digital strategy for marketing across all channels including Web, social media, and App, focusing on driving customer acquisition and retention.Platform Utilization and Campaign Effectiveness: Leveraged best available platforms, tools, and ad products to enhance campaign effectiveness and social listening, ensuring impactful engagement with the target audience.Campaign Management and Measurement: Managed campaign briefs, media plans, and associated KPIs, ensuring all digital activities were measurable against business goals and objectives.CRM and Data Strategy: Spearheaded UBL CRM & Data Strategy and execution, utilizing data-driven insights to drive personalized customer experiences and optimize marketing efforts.Data-Driven Decision Making: Ensured consistency in data-driven decision making and strategy formulation for campaigns and programs, driving efficiency and effectiveness.Data Analysis and Optimization: Measured and analyzed data across all channels and customer touchpoints to optimize content and media.Audience Strategy Development: Supported in the development and implementation of a robust and holistic data & audience strategy f

Experienced in collaborating with diverse stakeholders across multiple functions to ensure alignment and achieve desired goals.Digital Strategy Leadership: Launched two transactional websites in the region, targeting new customer segments and driving additional transactions. Spearheaded successful social and digital campaigns, resulting in increased ROI.Customer-Centric Approach: Focused on customer segmentation, needs, and journeys to develop effective go-to-market strategies.Annual Marketing Plans: Led the development and execution of annual marketing plans, consistently achieving sales increases above industry averages and maintaining a portfolio exceeding US $500 million.Media Strategy Development: Drove the creation and implementation of media strategies that improved efficiency, accelerated business growth, and enhanced profitability.Brand Partnerships: Established strategic brand partnerships with companies like DU Mobile and B Kcash, and secured high-profile endorsement deals with celebrities such as Shahrukh Khan and Amr Diab.Diverse Marketing Expertise: Directed the development of B2C, B2B, and associate-to-consumer marketing initiatives.Increased Funding: Boosted annual agent co-op funds by over 100% in 2014, leading to more consumer-facing media and increased BTL activations.Insightful Strategies: Delivered multi-faceted insights, strategies, and tactics in multi-channel consumer and B2B product management, branding, sales, and new business development.Consumer Research: Developed and implemented consumer research initiatives to enhance the effectiveness of promotional activities.

Member of the Regional Marketing Leadership TeamManaged marketing campaigns and all ATL & BTL activities across 8 countries: UAE, Kuwait, Qatar, Bahrain, Oman, Yemen, Pakistan, and Afghanistan.Set the strategic direction for the regional marketing plan to achieve double-digit growth.Strategic Repositioning: Shifted the marketing approach from corridor-specific to mainstream, repositioning the company as a multi-product, multi-channel entity, leading to increased customer acquisition.Marketing Plans: Developed and implemented area/country-specific marketing plans for over 50 major corridors, which contribute 60% of the revenue to the MEA region.Budget Management: Managed the marketing budget and implemented Western Union brand guidelines to maximize ROI. Rolled out more than 20 effective pricing strategies to boost performance in special corridors.New Product Development: Acted as the marketing focal point for new product development in the region. Launched and facilitated the launch of strategic products and channels such as Cash to Account, Prepaid Cards, Mobile Money Transfer, and Account-Based Money Transfer.Cross-functional Leadership: Effectively coordinated the planning and execution of marketing strategies through cross-functional and cross-cultural teams.High-profile Endorsement: Secured Bollywood superstar Shahrukh Khan as the brand ambassador.Global Project Participation: Participated in and led the MEA region for various global projects, including retail experience enhancement, year-end global campaigns, UEFA partnership, and associations with Bollywood releases.

Strategic Marketing Planning: Developed, implemented, and facilitated the execution of area and country-specific short-, mid-, and long-term strategic marketing plans to ensure continuous growth and achievement of Western Union's long-term vision.Business Planning Participation: Actively participated in the business planning process, providing input to formulate effective marketing plans and budgets.Budget Management: Managed and controlled the marketing budget professionally to ensure optimal utilization in collaboration with the Regional Marketing Director.Brand Management: Ensured proper implementation of brand guidelines for central and agent-related marketing investments. Acted as the key guardian of brand saliency and communication consistency.New Product Development: Provided strategic input into the new product development process as required.Value-Based Pricing: Played a key role in and fully supported the introduction of value-based pricing.

Pricing Strategy: Demonstrated a 9% growth in P&L by executing three successful price increases.Product Portfolio Management: Introduced over 25 products within three years, significantly expanding the product range.Profitability Management: Maintained target CM1 levels, ensuring healthy growth through revenue increases and cost savings.Long-Term Strategy Development: Developed 20-year strategies for two business units, setting a clear long-term direction.Value Chain Marketing: Introduced the concept of Value Chain Marketing for the textile division, enhancing the overall marketing approach.Brand Development: Collaborated with the team to develop and manage brands, launching two labels and establishing a network of supporting retailers.Inventory Management: Reduced inventory days from 72 to 58, optimizing inventory management.Market and Competition Intelligence: Reported market and competition intelligence to the regional headquarters, providing valuable insights.Team Leadership: Coached and trained the marketing team, fostering skill development and professional growth.

Retail Management: Handled all matters related to retail outlets management, including sales, advertising, and inventory management.International Order Placement: Managed order placement to India, Far East, and Italy, ensuring a smooth supply chain process.