• Spearheaded the development of a comprehensive personal financial management app to enhance financial literacy and budgeting capabilities for individuals• Developed a sandbox platform for fintech product developers, integrating APIs to streamline data access and facilitate rapid product iteration.• Led the creation of an enterprise financial management system (EFM) designed for NPOs, integrating cloud-based financial management and reporting tools.• Established a KPO (Knowledge Process Outsourcing) that resulted in a 60% cost reduction, managing the full HR cycle from hiring to payroll.• Directed the customer journey mapping and UX/UI development for three flagship products, ensuring seamless user experiences and engagement.

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VFX, UE & Animation StudioCreated a mechanism for gathering contact data of VFX Houses, Postproduction Houses, Directors, Animation Studios, and Producers. Followed this up with contacts resulting in $650k of revenues in the last 2 years.University ProjectSet up ORIC in a major university, including a mentor team, global MoUs, Industrial relations and VCs. Also upgraded the marketing course syllabus to reflect modern BMC.Consulting Project with a major player in the power industryThree major segments were investigated: Homes, Industry and Agriculture. Despite a significant barrier of cost for Homes and Agriculture, we’re making significant headway with our advertising and education. A pipeline of $1.3 million was created and $250k materialized.

• Designed and launched an innovative e-commerce website focused on women, utilizing customer-centric UX principles and data-driven decision making for product listings and advertising.• Led cross-functional teams in tech, marketing, and business development, scaling the platform to surpass KPIs.• Integrated advanced e-commerce analytics tools and CRM to enhance customer experience and optimize the sales funnel.• Secured $1.5 million in funding to support platform development and operational scaling.

• Successfully relaunched TNS in Pakistan, overseeing consulting, marketing, client development, research, and analytics functions and achieving PKR 50 million in revenue within the first 8 months• Secured significant customer experience projects with leading companies Ufone and PTCL• Launched syndicated and customized tracking services with YFI and other local FMCG and financial sector companies• Revamped and relaunched the qualitative division, leading the team to over 10 wins in the first 6 months through improved reports and proposals• Demonstrated strong leadership and business development skills in driving the success of TNS in Pakistan.

• Transformed a local agency from $400k to $4MM in revenue, expanding the team from 3 to 25 members through effective consultancy and winning significant client accounts, including ALJ/Toyota (60%+ share of spend) and Carlsberg (95% share of spend).• Developed a specialized service-delivery mechanism that reduced response time by 30% while improving the quality of deliverables.• Led a 3-member client servicing team in Jeddah and managed a field and tab unit for various clients, including Milward Brown.• Built and managed a 16-member research deliverables team in Karachi, providing analysis and support across full operations.• Played a pivotal role in business development, consistently growing revenue and strengthening the company’s market position.• Successfully led customer experience projects for ALJ valued at over $2.5 million annually.• Collaborated with the Saudi Ministry of Education and international sports consultants to launch the Saudi School Sports Program.• Worked with Nestle to relaunch key product categories through a comprehensive shopper research program, partnering with Smart Revenue USA.• Developed and led a fully functional sales and project management team, demonstrating strong leadership and strategic planning skills.

Developed and implemented powerful marketing process models which have enhanced sales by over 50% YoY• Did several large Customer Experience projects with ALJ with yearly values of over $2.5 Million• Worked with the Saudi Ministry of Education and international sports consultants to launch the Saudi School Sports Program• Worked with Nestle to relaunch their key 4 categories via a large shopper research program in association with Smartrevenue USA• Developed a fully functional sales and project management team

• Managed a $30 million portfolio of oral care brands, achieving sustained 30% growth in top and bottom line• Led the development of a comprehensive oral care strategy for the next 5 years, covering media, segmentation, and initiatives pipelines• Transformed the local subsidiary's approach to marketing from a promotion-based strategy to an equity-building one, aligned with the company's overall strategy• Led the launch of 2 medium-sized initiatives and contributed to the launch of 1 major initiative• Developed the first locally shot copy for CP-Arabia, effectively communicating local concepts to a company with no previous experience in the Arab world• Demonstrated exceptional leadership and strategic thinking skills in driving the success of the oral care portfolio.

Responsible for the company’s branded oil business.Set up systems for all relevant parts of the businessWorked on a value chain analysis to bring us up to par on costs with competitionIntroduced formal business planning process to the company

• Revitalized the company's lead brand, Afia, reversing an 8-year decline through targeted marketing efforts• Initiated a segmentation process to re-engineer the Afia brand equity• Developed 3 equity copies, 2 announcement copies, and 2 animations for the Afia brand• Qualified and launched Afia Ishraqa, the first edible oil brand in the world to contain chamomile, a locally relevant ingredient. The brand achieved a 2% overall market share within 2 readings through concept testing and product placements• Led the launch of Afia Khayrat, which grew to 10% of the overall Afia brand• Mentored and trained 2 ABMs to brand manager level, demonstrating strong leadership and coaching skills.

Responsible for marketing and brand planning for over 15 Henkel cosmetics brands including Fa deos and Fa Soaps across the GCCTook all our brands through an ‘overhaul’ – a fixing of fundamentals via value chain analysis, product mix analysis, media analysis, and trade/distribution gold standards implementation over the first year. Managed new product and marketing initiatives for over 15 Henkel brands including Fa.

• Managed a portfolio of haircare brands, focusing on market share growth• Led the price correction on shampoo bottles and managed the Tier 2 Launch for Pert• Co-launched the Always brand, contributing to its achievement of 50% value share within 6 months of launch• Developed 4 equity copies and various value reframing and announcement copies for the Always brand• Led successful in-store promotions, the Always School Program, and a door-to-door program reaching 2.4 million households• Spearheaded a thick variant initiative that increased business by 80%• Launched Tracker, the #1 brand equity monitor in Pakistan, and introduced geographical segmentation for the Shampoo Category Development Index• Represented P&G on the PAS/Television Audience Measurement Committee, showcasing strong leadership and strategic thinking skills.