- Leading the strategy, operations and sales of largest classified platform in MENAP. Responsible for setting up new sales channels and developing existing channels and operations/products to deliver on the mission of 3X growth while ensuring P&L delivery for general classifieds vertical (62% of total business). Creating CLM stage gates through A/B testing to make a robust machine learning based monetization focused system. Closely assisting product and performance marketing team to continuously improve customer experience and lay out demand-supply gaps to increase listings and buyers. Responsible for overall health of the platform.Key Achievements- Establishing PMO office, leading all internal product development (CRM, LMS) and automating sales operations and processes. Working closely with CS and Product team to ensure seamless migration for all stakeholders and customers. (Business Listing Product, CRM 2.0, LMS for Customer Service and Tele Sales, Client health)- Delivering 203% growth (3x) in sales revenue vs LY- Setting up Tele sales team of 240 individuals with LMS and CRM development within 3 months making it the largest revenue channel within 6 months- Growing self-service sales channel by streamlining communication through CLM experimentation- Restructuring field team to ensure presence in all major cities- Implementation of robust processes to minimise human intervention, maximise sales team productivity and delivering on customer excellence

- Leading the largest region with total team size of 260 people. Responsible for managing field sales force, distribution management along with commercial execution including consumer engagement, visibility and sales planning. Responsible for use of commercial tools to deliver on business goals- Implementing Salesforce DTE for business partners and building CRM with custom CLM programs implemented through A/B testing and experimentation to get the maximum benefit and ensuring a win-win situation. - Migrating FSF to android CRM and sales management solutions from legacy systems and manual operations.- Piloting and leading the tech enablement across region to assist product managers in national roll out. Key Achievements- Delivering 107% vs cumulative OB target for year 2018-2020, 17% growth vs 9% national benchmark- Increasing SOM by 1.7% for FSD city in ‘18, highest increase for any city for PMI Pakistan- Increase of 0.6% SOM in premium portfolio, 52% increase in volume, highest nationally in 2018. Cumulative growth of 110% in 3 years- 70% reduction in nil returns with increase in call efficiency from 92 to 98% while sustaining productivity and drop size- Revamp of consumer engagement, inclusion of premium hang out spots and induction of new avenues resulting in 6% increase in LA-29 contacts and increase of 10% CC/SP- Start of Rural retail program to increase stock depth and create brand advocacy of PMI brands in rural belts resulting in sustenance of rural SOM with increasing price gap- Increase of numeric coverage by 7k POS while staying within the same budget and resource count

- Leading technology transformation at PMI and being a key enabler for PBO framework implementation across the commercial organisation- Leading commercial strategy and planning initiatives nationally with a permanent team of 6 direct and 36 indirect team members responsible for a team of 1900+(3P resources)- Responsible for all in market execution including national visibility and consumer engagement drives- Accountable for managing and planning a budget of 13 Mil USD in consultation with commercial finance- Responsible for monthly/quarterly commercial initiative reviews with leadership team- Lead on commercial LRP presented to regional HQ and OC- Handling all third party business partners including IBM, Honeywell, Salesforce and development of commercial automation solutions- Development of tech enabled R2M, channel segmentation and trade segmentation- Roll out of automated solution for capability enhancement of 3P sales force in coordination with Sales Organization Development Achievements- Instrumental in shaping up commercial strategies in order to reverse the skew of declining volumes and deliver positive OCI- Channel and trade segmentation enabling complete year focus on premium segment to deliver year on year double digit positive growth for premium portfolio- Revamp of consumer engagement structure, increasing the geographical spread to 50+ cities- Development of Pakistan's first large scale geo fenced retail universe mapping system - Automated Census Revalidation for tobacco universe- Automated route to market tool with ability of designing journey plan for over 1500 salesmen- Positive indicators on all focused brand communication with 30% savings on visibility by automating merchandising. One of lowest $/POS visibility cost across leading FMCGs- Clocking a new bench mark of 90% awareness and 20% spontaneous awareness for NPLs within one month- 1.5 Mil USD saving on conducting national census in-house with better accuracy and visibility

- Planning for all in market brand activities- Periodic Cycle Evaluations- Leading national visibility execution- Additional responsibility of Distribution manager, ensuring completion of national cost plus model roll out- Planning and execution of various programs to ensure achievement of business goals

Lead experiential and innovative marketing for Pepsico Account alongside leading business development for the North region, providing clients with 360º content and activation solutions. Spearheading planning, operations and procurement for North region - heading two regional office and a team of thirty people ensuring timely and flawless execution.Executed best in class tech-enabled activations recognised globally and awarded the prestigious Pakistan Advertising Society Award.

Working closely with clients to identify their needs/challenges and providing solution-oriented activation campaigns. Decoding and taking research initiatives to churn out key insights to form key brand on-ground strategy.Executing activation campaigns and events by leading operations team while managing KPIs and budgeting constraintsClients: Pepsi, Mountain Dew, Metro, Sting, Diet Pepsi, Cheetos, Levis, Nescafe, Nestle Pure Life, Sony and HBL

Assisted in ideation and advertising development of various products. Conducted brainstorming sessions and market research groups. Led the digital creative team and successfully pitched and won various accounts. Worked on project to project base.

Developed and analyzed competitors profiling of all major EPC companies. Prepared SWOT analysis for penetrating in IRAQ. Created portfolio for International Clients focusing on Oil and Gas Development, Power and Infrastructure.