• Initiated and led the end-to-end development of BUNYAD’s new communication with complete campaign responsibility including production management, content finalization and media planning• Successfully executed sampling drive for BUNYAD’s nutritionist program with 75,000+ samples dispensed across rural geographies of Pakistan• Collaborated with relevant stakeholders to develop the Integrated commercial plan for MILKPAK UHT for the year 2024, which contributes 25% to the total Nestle portfolio

Sales Rotation, Multan• Identified and focused efforts on the top 120 Category Handlers of the RTD portfolio which contribute 50% in the total sales, resulting in a 50% Volume Growth (SPLY) • Re-engineered RTM by having a dedicated beverages van to improve the ordering efficiency of the RTD portfolio, LPPC increased by 158% in 3 monthsSupply chain Rotation, Lahore• Spearhead the feasibility analysis of direct dispatches for waters from the SKP factory• Identified and shortlisted SKUs, based on demand and straight load potential and recommended adjustments to replenishment and dist. stock covers for shortlisted SKUs• Analyzed the VDC & FDC impact of direct dispatches vs current process and recommended SKUs based on the feasibility analysis, resulting in annual cost savings of 14 million. Sales Rotation, Lahore• Identified and visited 200+ weighted retail handlers of Nestlé MILO, causing a negative 4% volume growth, to assess visibility, accessibility, and availability of the product • Evaluated the competition of Nestlé MILO and their channel engagement plans and proposed an action plan for building on to the growth trajectory of MILO Powder and MILO RTD in Lahore

• Led the supplier acquisition and relationship management program, and acquired four major beverages suppliers in a week• Strategized the availability of power SKUs via accurate forecasting and data analysis, resulting in the GMV growth of 50% in a month• Managed the day-to-day sales operations and aligned with the procurement and operations team to ensure seamless processes• Developed a plan for supply sourcing which led to 95% category fulfilment rate on a day-to-day basis

• Spearheaded the development of a 360 reporting and evaluation mechanism for influencer campaigns which improved the performance of brand metrics by up to 25%• Responsible for planning and execution of influencer marketing & PR campaigns for Unstitched along with other categories, which yield up to 60% of the total brand’s revenue• Devised a complete marketing and communication plan for the launch of sleepwear, and executed it entirely, which resulted in 28% sell-through within a span of 4 days (highest figure for a new category)• Initiated a series of marketing campaigns to increase brand influence and engagement amongst the target audience• Oversaw all brand related activities including creative production, content creation, communication & social media strategy, and commercial planning

• Responsible for the effective and end to end execution of the NPL Victory Program (incentive program for the sales personnel) across the nation• Increased the efficient management of OOS shops through the in-depth analysis of the merchandise data• Identified gaps in the current marketing communication and recommended changes to reduce consumer complaints• Formulated the strategic plan for the launch of the NPL Instagram page to increase consumer engagement. The Instagram page is now active and is running successfully