• Orchestrated the creation of three FinTech products with Open Banking capabilities, incorporating diverse AI applications. These products are in the integration phase with three clients across various markets.• Established an international AI division, employing data scientists and machine learning engineers from seven nations, catering to both internal and external clientele within the GCC.• Engineered the “Hikmah” AI platform, which delivers AI solutions to a broad client base, including financial institutions and consumer goods companies.• Overseeing the Open Banking authorization process across four markets, encompassing business planning, legalities, product innovation, operations and adherence to both local and global regulatory standards.• Led the strategic acquisition and adaptation of a UK-based, FCA-sanctioned open banking FinTech, backed by Deloitte, Santander Bank, and Technation to secure the PSD2 license and product intellectual property.• Forged pivotal partnerships with esteemed regional and international entities, including Google, AWS, STC, SaltEdge, and AtKearney

Lead the business development efforts of a new entity to generate new provide visionary leadership to ensure that the Financial, IT and overall business goals are achievedKey Responsibilities• Handle the Financial planning & budgeting of all strategic business units (SBU’s) and ensuring successful achievement of the KPI’s such as NSR as high as US$ 1.2 million in one calendar year, CM’s and Profitability in line with the strategic goals agreed with the Board• Spearhead business development through customized marketing and sales efforts to create a broad list of clients including top MNC’s such as Mondeleze International, IFFCO, Ernst & Young etc. spread across GCC and Levant markets• Design and develop a healthy portfolio of strategic offerings such as Retail data analytics, Marketing and Financial Advisory to diversify into multiple revenue stream• Develop proprietary tools such as Store Excellence Program 2.0, Retail Universe Mapping, Secret Shopper Program 2.0 with technology based USP’s to create industry differentiation• Overall Administration and complete Business Management portfolio in multiple sectorsMajor Achievements• Develop top MNC Clientele with some of the clients belonging to Forbes 500 list• Collaborate with colleagues to create a Real-time data analytical solutions using FMCG Sales & Marketing as well as Technology background to create unmatchable USP’s

Key Responsibilities• Responsible for managing the Flagship brand of the company with a net worth of more than Rs 11 Billion (US$ 126 Million) the 2nd largest UHT Dairy Brand in Pakistan present in more than 300 towns nationally • I also launched another mega brand for Engro Foods Ltd in July 2011 nationally by the name of Dairy Omung already a Multi Billion Rupee brand• Maintain brand margins and top and bottom lines of the PnL by achieving NSR targets• Manage a annual budget of Rs 715 million (US $ 7.2 million)• Maintaining brand salience and health scores through in-depth consumer understanding and effective communications• Launch multi-million rupee integrated marketing campaigns with spends averaging around Rs 100million (US $ 1 Million) per campaign including TV, Radio, Outdoor, Online, Packaging, POS, Public Relations, Retail Media, Consumer Relations, Brand Activation and Trade Activation• Coordinate with Supply Chain, Milk Collection, Trade Marketing and Sales to achieve corporate plan targets• Work on new brand launches in coordination with product development teams• Conduct customized researches in coordination with the Research shop as per need and analyze continuous researches like Advanced Tracking Program (ATP – Millward Brown Module by AMRB), Retail Audit (Ac Nielsen), Sentinel (Oasis), U&A (Ac Nielsen), Pricing Research (Synovate) and take decisions accordingly.Other Responsibilities• Spearheading Engro Foods Marketing strategy to enter international markets with a local officeMajor Achievements• Launched Dairy Omung from ground in 2011 which crossed Rs 1 Billion revenue in just 5th month of launch and has taken 13% market share in just 9 months to become the 3rd largest dairy brand in Pakistan in an established industry. It has grown by 108% in the following year.• Re-launched a failed brand “Tarang Dobala” as “Omung Dobala” which has become the 2nd largest cream brand in Pakistan in just 8 months with 15% market share.

Key Responsibilities• Supporting the BM in handling the Brand in day to day activities• Managing the biggest Creative Agency in Pakistan JWT the fourth largest advertising agency brand in the world (Part of the WPP Group)• Monitor brand margins and top and bottom lines of the PnL by achieving NSR targets• Monitoring brand salience and health scores through in-depth consumer understanding and effective communications• Supporting the brand team in launching multi-million rupee integrated marketing campaigns including TV, Radio, Outdoor, Online, Packaging, POS, Public Relations, Retail Media, Consumer Relations, Brand Activation and Trade Activation• Coordinate with Supply Chain, Milk Collection and Sales to achieve corporate plan targets• Develop and implement strategic brand plans including product line extensions• Conduct customized researches in coordination with the Research shop• Analyze Monthly Sales Reports and take measures accordinglyAsst. PR Manager • Designed the current www.engro.com website in liaison with creative agency.• Support GM Marketing in EFL Marketing Contract Negotiations and signings

Key Responsibilities • Worked with the biggest Media Agency in Pakistan Mediaedge:cia part of GroupM• Coordinate with Media Agency to develop media plans for Electronic Media including TV, Radio, Cable, and Online and OOH while ensuring proper tracking and droppage monitoring is done

Key ResponsibilitiesDistribution management• Managed the primary and secondary sales for general and key accounts across the biggest geographical area in the country having an annual sales volume of Rs 324 Million (US $ 3.7 million)• Managed operational activities of 16 Distributors including Route Management, Merchandising Plan implementation, Category Management, Trade Marketing & Shopper Marketing promotions, PnL, ROI and Gross Margin Management amongst other activities• Developed the coastal belt of Pakistan with a network of 3 Sub-distributors and 15 Preferred DealersBrand Activation• Effective planning of BTL activities.• Dealing with agencies for successful execution of BTL plans Trade Activation• Execution of marketing plans and trade activation.• Effective placement of POS in the area• Identifying the branding opportunities in the area. Channel management • Maintaining wholesale/retail split• Ensuring proper coverage (Numeric as well as Weighted) in each distributor town.• Relationship management /key accounts Major Achievements• Developed a comprehensive sales management system, capturing sales achievements, comparative analyses, graphical representations, sales history, inventory management etc. which is now being implemented nationally.• Maintained highest gross margin across all the country for six consecutive months. The GMs ranged between 53% and 63%.• Achieved 100% sales targets consistently for all areas.• Achieved highest numbers across Pakistan in Veet pre-Eid activity.• Won the best area title for the year 2007 on the basis of most number of incentives won by area distributors for the year (Won 6 out of a total 12 incentives).

Key Responsibilities• Managing sales of shipping/logistics solutions to country wide clients exporting to trans-pacific region. • Responsible for largest and most critical portfolio in the country worth USD 13.5 Million of annual revenue generation.• Client list included world-renowned names including Nike, Wal-mart, Target, South Pole and Gap.• Providing one-stop solutions to clients including consultancy resulting in cost optimization for the clients.• Assisting Country Manager on key business projects.Major Achievements• Developed Business Continuity Plan for APL Pakistan.• Highest target achiever across Pakistan for the year 2006. Closed the year at 115% vs. plan despite having the largest territory base.• Initiated a comprehensive rate management system format which was replicated in multiple countries across the region.