Worked as Chief Operating Officer for Oil World (Pvt.) Ltd at Port Qasim Karachi (Edible Oils & Fats processing firm) leading Production till Marketing Operations of Barkat, Shama & Bachat, nationally.

Head of all Marketing and Communications for 3 Edible oils firms under umbrella of IMGC group working across Pakistan

• Transformed a premium category, regional leading brand into a nationally available brand with uniform brand personality and brand identity within all 3 units located at different regions of Pakistan.

Managing Key Customers-Modern Trade both Local & International for 50% sales of region.Sales forecasting, Discount management, Planning and negotiating Trade Agreement, Landing and Sustaining innovations for occupying uncontested space, Integrated commercial planning followed by execution of : BTL activities planning & claim management, Training & Team development, Management of Trade activity agencies,Designing exclusive Consumer Promotions/Trade Promotion for different stores and ensuring Sales growth and bottom line profit over LY.

Brand strategist of premium category brands "Soya Supreme" & "Smart Canola" in Edible Oils & Fats category.Involvement from Idea generation till commercialization of New brands (Sauces) and brand extensions.

Responsible for developing and implementing annual marketing strategic plan. Identifying the best marketing mix combination for different brands.Research and develop strategies and plans which identify marketing opportunities and help in new product(s) development.