Regional lead for Motion Content Group Pakistan reporting to Director Trading and the CIO GroupM Pakistan. - Led the branded and non-branded divisions for GroupM Pakistan.- Executing trading deals with our broadcast partners. - Developing GroupM's own IPs, part of the asset development operations.- Working alongside ESP team, pitching GroupM IPs and co-partnered products initiated by GroupM Pakistan. - Executed the Express Group annual content trading deal, which covered more than 7 titles. This was one of the year's most important deals, generating 30% ROI on the total deal number.

- Ensuring positive ROI on media investments and maintaining business targets. - Maximizing agency growth, delivered a 30% growth in 2020, whereas, the current forecast for the year stands at a further 20% in comparison to the previous year.- The agency has shown a 100% growth in 2021, in terms of performance marketing solutions for our clients.- Maintaining client relationships on a senior level, setting up annual strategies, and identifying new areas to grow their brands.- Managing relationships with media, and helping the buying teams in setting up the most effective pricing which helps in maximizing ROI both for the agency and the partners.- Working closely on major business partners, helping the respective teams in setting up the right targets and solutions for the clients- Initiated ‘Oktopus Insights’, the agency’s own knowledge program. The study is based on quantitative measures with respect to understanding audience behavior in terms of media consumption and how advertising works on audiences across all mediums.- Launched ‘Oktopus Advance’, a training program to enhance learning and develop strong strategic thinking skills. - After resigning Concordia Colleges in 2020, won the entire portfolio of Beaconhouse School System, which includes Concordia, Educators, Educators North, United Chartered School, My BagPack. - Signed new clients which include Al-Fatah Electronics, Rays, Aftab Qarshi, Iqra Labs in 2021.

Launched Oktent Media in 2018, a specialized digital and content business unit for Oktopus Group. My initial role was to work on pitching in the existing clients and pushing them to consolidate their offline and online businesses.- Led the digital evolution by establishing a specialized digital unit in order to enter the modern media landscape and compete with the market on equal levels.- Led the first branded content project, helping the clients in thinking for out of the box solutions- Delivered an ROI of 20% on all content projects for the agency- Initiated a data-driven method to work on all influencer marketing campaigns, helping in delivering a positive ROI for the clients. - Resigned Concordia Colleges during the 2020 media review, a product of Beaconhouse school systems. - Developed strategic annual plans for top clients such as DWP, Innovative Biscuits.

Working closely with the clients in developing effective media strategies for their brands.- Led media businesses for Fauji Foods, DWP & Innovative Biscuits. - Developing annual brand strategies, KPI setting, and media negotiations for delivering better ROI.- Setting up KPIs with top client leadership- Lead and won multiple business pitches including, Bata, Tecno, Olympia Oils.

The key responsibilities include managing the entire channel programming, international content syndication, and the development of new assets. - Managing annual programming budgets, making sure the programming budgets are the underprovided budget limit.- Analyzing channel performance in terms of viewership, taking necessary steps in putting up each asset in the right place to maximize channel TRPs on a monthly basis.- Working on annual strategic plans in liaison with the business development teams- Launched ‘Drilis Ertugul’ , one of the leading global content pieces in Pakistan for the first time in 2014. - Designing on-screen promotional strategies for top viewing content and liaising with the marketing department in building content marketing plans.

Media Consumption Analysis

The role required to be extremely innovative as all three assets had a very niche audience. Also, it required to work with the business development teams to explore smart creative solutions and developing branded content for the clients.- Part of the special project team which executed Network-wide projects under the label of ARY Films and TV Productions.- Under the label, executed ‘Veet Celebration of Beauty Awards’ for Reckitt and Pakistan’s first film awards in 2014- Relaunched ARY Musik, by syndicating international music with a mix of local music to give the audiences a wide variety of content.- Conceived and launched ‘The Floor Live Sessions’ in collaboration with GroupM Trading. - Designed the entire concept for ARY Musik VJ Hunt Program, collaborating with some leading brands such as L’Oreal, Line Chat, Bisconnni, Close-up.

I was the account lead on HBL and led four brands from the Pepsico portfolio which included Mountain Dew, 7up, Slice and Mirinda, and Kurkere from Pepsi Foods. The role required to maintain a strong agency-client relationship and maintain client KPIs.- Developing annual media strategies and strategic thinking on media executions for the respective brands.- Responsible for all regional and local reporting on Pepsico International. - Delivered award-winning campaigns for the brands. Won Purple Head for Mountain Dew, best-branded content idea. - Initiated the first branded content deal in Pakistani cinema for the movie ‘Main Hoon Shahid Afridi’- Revamped Kurkere and developed the entire food platform for the brand. The campaign won Pepsico, the best-integrated strategy by Pepsico Global in 2014- Contributed over 45%+ of business share for GroupM ESP in 2012 and 2013.

My key responsibilities were to make sure the media executions and strategic thinking on all key accounts and special projects on several brands on Pepsico. My key accounts included 7up, Slice, AquaFina, and Pak Arab Fertilizer.- Pitched the food platform to 7up, in an attempt to revamp the brand. One of the biggest success stories in Pakistan. The brand volume grew by 11% YAGO, eventually setting the brand communication to ‘Mana Lo, Food Ka Love’ permanently in 2013. - The campaign idea won the first runners up in the best-branded content idea in Mindshare Purple Head Awards in 2011, won the best media activation award by Pepsico in 2012, and got featured in GroupM's Best Campaigns for the year 2012.- As a special assignment, initiated the first brand partnership deal for Kurkere in collaboration with Hum Network. - Won Purple Head for Best Integrated Strategy for Mountain Dew in 2011.

A literacy program during my masters at Karachi University, turned into a marketing services group. As a founder member of the association, my duties are to provide strategic inputs for future business ventures and other projects. JAGO still works as a literacy group by spreading knowledge on various topics through its facebook fan page.

Working on current and upcoming programming. Developing new concepts. Channel Analysis, competitive studies etcCoordinating with the Marketing operationsProviding Sales with programming feedback and special campaigns Twice part of channel relaunchLaunched Bakhabr Sawera with Shaista Wahida in 2007

Handling all the aspects related to the Sales Department i.e. providing content packages and opportunities for branding. Achievement(s):Developed campaign for PRI "Pakistan Remittance Initiative" Developed Ramadan 2009 season sponsored by DaldaPart of the Re launch Team ' 2009 & 2007 Re launched "Bakhabr Sawera" with the new look and concept.Member of The Musik Award '08 team.; Digital Communications NetworkIdentifying opportunities of new businesses. Preparing sales proposals for regular and special events. Working and launching marketing campaigns for promotional purposes.Preparing marketing plans for every quarter.Critical analysis and research on radio listener shipAssisting programming team by providing them with ideas and concepts for producing programs on special events.Dealing with suppliers for outdoor marketing.Publishing press releases in different newspapers.