 Delivered multi-category consumer strategy and built agile ways of working capability for insights across Asia Pacific Middle East & Africa markets.  Successfully executed 1Mn GBP insights budget to drive consumer focusing portfolio and brand strategy.  Replaced conventional research methodologies with new agile tools to help drive data driven strategy for the region leading to 5% portfolio growth with 15% savings on research spend.  Conducted workshops across different marketing teams to enable data driven decision making across the organization.  Liaison with global research agencies to deliver major strategic landscaping researches (Consumer Segmentation, Product Space Discovery, Revenue Sustainability Toolkit, Retail Census, etc.)  Managed a team of 6+ insights and foresights executives across the region to deliver insights priorities.  Established a robust new product initiative tracking framework to enable agile strategic decision making.  Trained more than 50+ marketing professionals across the region to help understand consumer data and its actionability within the function.  Appointed mentor for BAT Global Graduate program to develop and train employees across the functions.  Recognized in playing a key role in BATs transformation agenda relevant to insights.

 Responsible for setting up new category insights infrastructure and framework in Pakistan.  Successfully set up the first ever digital community for BAT in Pakistan enabling agile consumer insights for the category  Introduced first-ever real-time retail tracking across PK & KSA with data backed retail interventions.  Recognized for establishing first ever digital analytics framework to track consumer sentiments across digital mediums while partnering with global agencies Sprinkler & Hootsuite  Partnered with finance team to drive establish first ever marketing spend effectiveness framework to drive optimization in marketing investment.

 Designed effective Trade Offers /promos resulting in 20% growth in sales and increased active retail outlets.  Conducted Monthly & Annual Planning Meeting & S&OP Meeting. Improved forecasting accuracy from MAPE of 15 to 9.  Managed Key Accounts, HSP & Grocery outlets in Karachi (biggest market in South Asia), leading sales force team of 30  Part of the Distribution Excellence Project team to develop RTM strategy for BAT in Pakistan for the next 5 years.  Regional Champion for multiple projects to lead and deliver brand marketing campaigns across the portfolio.  Led a team of 3 trade marketing executives and 100+ field force to deliver annual sales target.

Managing channel distribution and execution of cycle plans for more than 5 brands and managing a field work force comprising of 27 sales reps and 10 brand ambassadors. - Key task was to achieve volume, availability and market targets for all the brands- Ensure effective merchandising, branding, shelf space, availability & visibility at retail universe- Managing area budgets ( trade offers, redemption, and channel incentives)- Channel expansion and route optimization for enhancing coverage plan and speeding up the process of distribution- Leading one of the top 10 markets of Pakistan for BAT- Initiated brand coverage plan for the territory to ensure right brand at the right outlet- Development of unconventional channels to tap into remote markets to increase volume- Best Territory Executive for the year 2017- The Only Territory Executive to look after a monthly vol of 50mln+ and manage the biggest trade team of 78- Diverse experience with 3 stints of marketing in Larkana, Hyderabad and Karachi.

 Partnered with 2 co-founders to develop a one window digital health solution catering to all healthcare needs. Led the development of MVP with a functional website and mobile applications across android and iOS. Managed to design an effective social media strategy to engage 15k+ followers across social media platforms. 100+ doctors and 2000+ patient registrations collected within first few months of the launch of platform

I was appointed the Managing Director of the first ever NGO started by the students of IBA. The basic purpose of the NGO is to provide education to the underprivileged and an opportunity to those who entrepreneurs who aim to start their own business but do not have enough education and resources.

Designed FRM for Engro Corp. FRM - Fraud Risk Manual is the framework that lists down the SOP's that need to be followed before making any partnership or any financial transaction. This was a project by the audit department to ensure that clash of interest amongst employees and fraud of any sort in the company is avoided. It further comprised of the action that should be taken against the guilty personnel of the company.

- Team Member Finance & Legal Created an audit structure for AIESEC in IBA and AIESEC Pakistan (Won the best member award for the portfolio Finance & Legal)- Team Member Outgoing ExchangeCreated the interview questionnaire for the exchange participant recruitment process and designed posters for the marketing and promotion of the summer cycle 2014- Team Member External RelationsGot two companies on-board as the annual partnersInitiated the first ever partnership between AIESEC in IBA and a foreign local committee for an internship pbased project with IBEX Global

Worked in the Mobile Financial Services department for 6 weeks looking after the agent on-boarding procedure and underwent training as an MFS executive. The project included ways of improving the procedure for agent on-boarding and increasing the market share of mobicash.

- Head Volunteer for the summer camp of TCF in Rawalpindi. - 3 weeks internship in Audit, HR and accounts and logistics department. Created a database for the inventory of all the merchandise of TCF all across Pakistan