Sales and customer management.

Drive commercial growth for Key Accounts and Tetra Pak, through improved top-line and bottom line. It's a consultancy role where you understand the customer as best as the customer itself, bringing value-chain expertise and industry knowledge, supported by global success cases to help customers grow.Operationally, focus areas include a push towards JIT inventory to relieve working capital, improve asset utilization through growth or obsolescence management, deployment of right commercial tools, service solutions for plant efficiency and smooth operations, ranging to retail and consumer insights. This is further supported through ideation, portfolio expansion, product development and ingredients supply, digitalization and expansion to new geographical territories, supported by the vast Tetra Pak network, to name a few.

Marketing Director, Saudi Arabia, UAE, Kuwait, Oman, Bahrain, Qatar, Lebanon, Jordan, Syria, Yemen & Iraq.- Commercial Projects & Impacto 2020: E-Commerce Strategy for KSA customers. Sold ~60Mn packs (~$32 Mn revenue) in 5 monthso 2020: Highest no. (18) Digital campaigns; 44Mn+ reach/views, ~17-44% VTR, ~17%+ engagement rateo Sustainability: FSC deployment, Comm- Campaigns, RIYcycle launch (1st in Arabia), EPR strategy KSA (WIP);

Work as business consultants to the Dairy, Beverage and Packaged Food industry in Pakistan, to drive category growth.o Helped drive new portfolio from 27 Mn packs in (11’) to 3,031 Mn (18’) or ~59% share, in Pakistan o 2018: Helped with New business sale to Iftikhar & Co., a juice & beverage producer o 2018: Sold 2nd integrated farm project with Sapphire Dairy o 2018: Launched 1stStill Drinks with sacs, in a Carton package with cap, with Citropak Pulp & Juices.o 2018: Drove the local production & launch of the 1st Lactose Free Milk in Pakistan; TG 28% populationo Assisted in delivering revenue growth ~€97 Mn (2011 - 17) for Tetra Pak Pakistano 2017-18: Delivered largest industry Digital campaign in Pakistan; ~18% engagement rate vs 3% avg.o 2016-18: Created the 1st flavoured milk w.cap; reached 70 Mn packs (~$20 Mn revenue) in 4 yearso 2016: Helped deploy 1st one-step UHT technology in Pakistan, 5x filling lines - Fauji Foodso 2015: Sold first integrated dairy-farm project in Pakistan to Dairyland, 2x price vs competitiono Impact of Lobbying and Stakeholder Engagement: - Articulated first lobbying framework for a Tetra Pak end-market, endorsed by the global team. Actively engaged with Regulators, Academia, TV Producers, Editors of key Daily News publications, Key Digital Influencers, Opinions leaders, NGOs and advocacy groups, as part of the overall lobbying strategy.• Pakistan Federal Budget 2019-20: Import duty hold vs competition increase; benefit ~€X Mn • Pakistan Federal Budget 2018-19: Advocacy for import duty reduction of 2% on raw materials (Pakistan Customs Tariff); ~€Y Mn saving

Recruited from British American Tobacco to enhance the B2C skill set of Tetra Pak marketing team and its ability to engage customers such as Nestle on end-consumer project discussions. In addition, to manage the product and equipment offerings portfolio, plan & launch new category & equipment platform introductions, develop new consumer segments, channels, occasions, communication and sustainability initiatives. - Reversed 7-year decline within UHT Milk in Pakistan, with 4% avg. growth starting 2014 onwards - Delivered growth of 12% CAGR in non-carbonated beverages, from 2011 to 2016- Multiple successful campaigns across ATL, BTL and digital touch points reaching 10+ Mn consumers- Largest Digital Dairy campaign in the country to promote conversion of loose milk to UHTLobbying and Stakeholder Engagement: - Delivered endorsement of the UHT process and packaging technology by Pakistan Medical Association (est. 1948 – membership base of 55,000 doctors nationally).- Launched the ‘Executive Certificate in Dairy Management’ diploma program, with Lahore University of Management Sciences (LUMS), 17’, to bring together regulators, suppliers, OEMS, farmers and the academia together for Agri-Dairy Value Chain Development. https://twitter.com/LifeAtLUMS/status/834124923614408704

- Developed & executed plans for Value Added Still Drinks growth from 20 mio packs in 2010 to 300 mio packs in 2012- Worked with Nestle to improve JNSD category Numeric Handling (distribution) from 6% to 10% nationally- New product development projects: Nestle ‘Meethay’ RTE custard, Engro Friesland Campina - Lassi, Citropak - Juices.

Investor partner; Built 30 room hotel, called Monument Hotel, now called Jasmine Monument Hotel, in Phnom Penh Cambodia. It was built with a lot of interest, passion and involvement by a group of 4, 30 something partners, given the tourism boom in Cambodia, post 'Tomb Raider'.The business did very well in the 4 years we had it, with 8.5+ rating on Agoda/Booking.com, alongside the joy of meeting and hosting people from all over the world. The property was on a ten year lease however, we were forcefully and physically evicted by the landlord, a member of the national assembly of Cambodia, due to his renewed interest in wanting to personally run a successful hotel. The Cambodian justice system didn't help so after putting good money after bad in legal fees, we had to walk away personal losses.Nevertheless, this hasn't dampened anyone's interest in another venture in the hospitality sector somewhere down the road. :)

Youngest brand manager with the largest portfolio (78% share, comprising Gold Flake, Wills Kings & Embassy brands) and brand spend of ~$17.5Mn, entrusted to deliver, brand equity, share and margin growth, through 1-2-1 consumer engagement, device-based commercials and BTL programs. In addition, responsible for Sales, Distribution & Trade Marketing initiatives for KPK province.o Business Performance & Impact- Executed the New Brand Authorship, Pack Design change and Communication strategy for Gold Flake & Lights line extension (Pakistan’s 2nd biggest tobacco brand, 25 Bn sticks with revenue of ~$210 Mn).- Won Reward & Recognition Level II award: Launched Wills Kings & Sold 1Bn sticks vs. TG 199 million- Launched the largest National-Rural expansion project; NH growth from 40% to 43%:• Enhancement Rural Comms resource from 140 to 255 & added 1,000 villages to coverage• Increase of in-store share from 21k outlets to 45k vs. 36k for Phillip Morris Intl,- Launched largest 1-2-1 engagement project across categories in Pakistan; 1000 BAs’ through 50 cities

o Brand Development & Consumer Promotions: - Conceptualized & launched numerous consumer campaigns focused on Thematics, Product Quality, Limited Edition Products and Packaging, Festivals events and launches such as Eid, BTL platforms such as National ‘Movie Ticket’, Lucky Draw campaigns such as: Gold Flake 100 Years, ‘Win Gold Bars’, Thematic, ‘Cinema on wheels’,’40 (heavy) bikes in 40 days’…

Responsible for Sales, Distribution, Merchandising, retail segmentation implementation, 1-2-1 consumer engagement, campaign execution, consumer and retail event management, Area budget management etc- Won Reward & Recognition Level II award: Improved NH% from 45 – 71% in KPK province

Cross functional training with Sales, Brands, Finance, Regulatory Affairs for a holistic business view and understanding.

QA training before moving on to direct B2B sales of coarse yarn counts from 16/s to fine counts up to 160/s.

Evaluation of medical representatives field performance, across key cities.

Marketing practices within the Soda Ash department.