• Founded and built Exclusive Chikankari (IG: exclusive_chikankari) from the ground up, with a clear vision of scaling and promoting localized handcrafted embroideries, while providing sustainable livelihoods to artisans from remote rural areas of Pakistan. Took full ownership of the brand's mission to revive the rich heritage crafts of Pakistan and keep the craftsmanship alive in the form of our exclusive ensembles.• Implemented a strong business strategy to empower the women who are crocheting these masterpieces, ensuring that they are fairly compensated for their work and creating a positive impact in their communities. Held full accountability for the brand's impact on these communities and the empowerment of the artisans we work with. • Successfully launched the brand in major cities such as Lahore, Karachi, and Islamabad, exceeding envisioned ROI gains and demonstrating exceptional leadership and strategic thinking. Held full accountability for the brand's performance and growth, and continuously sought out opportunities to expand the brand's reach and impact. • Developed and executed marketing and promotional campaigns to effectively showcase our artisanal and one-of-a-kind offerings, leveraging social media platforms to reach a wider audience and increase brand visibility. Took full ownership of the brand's marketing and sales efforts, consistently delivering exceptional results.

• Developed and executed new business strategies with key players in the market, including Canon, Super Asia, and Fischer Engineering, resulting in successful partnerships and increased revenue streams. • Managed and led the marketing team AikAnar to achieve output goals, overseeing all aspects of S&S creative output and ensuring timely delivery of campaigns across multiple social media platforms, including Facebook, Instagram, and LinkedIn. • Spearheaded the launch of Geysital, a new brand, with a highly effective IMC campaign that included DVC and a digital leg focused on engagement and generating leads to drive demand and increase sales opportunities. • Created a winning proposal for Smart Agriculture Solution, resulting in a successful collaboration with Horizon Advanced Technologies (Turkey) for pilot-testing in 3 locations of Pakistan, showcasing strong strategic thinking and business acumen.

• Held full ownership of regional reporting and analysis needs for key performance indicators, including E-Load & Dormant Base, FCA Hits, EC 300 penetration, and Primary Lifting, driving improvements in sales team executional capability and channel capacity. Took accountability for ensuring consistent communication and coordination with regional management and S&D for the rollout of all company products and implementation of corporate communication plans across the region. • Took proactive measures to improve the dormant retail base on E-load Recharge, achieving an overall improvement of 8% through daily reporting on E-Load Base, and conducting follow-up meetings with the sales team. Demonstrated exceptional leadership and strategic thinking in managing this key metric and driving improvements across the sales team. • Consistently exceeded monthly compliance benchmarks for Health, Safety, Security & Environment (HSE) compliance KPIs for the region, demonstrating strong accountability and ownership for ensuring a safe and secure workplace environment. • Developed and executed the monthly Trade Marketing agenda and Sales Cycle Plan (SCP) for 29 franchises, ensuring complete documentation of distribution of trade activities over a base of 18000+ retailers for the HQ. Took full ownership of the trade marketing agenda and sales cycle plan, demonstrating exceptional project management skills and accountability for ensuring successful implementation and execution of these key initiatives.

• Held primary responsibility for conducting market research to investigate consumer product market trends and assess the future profitability of the current product line for the Communications department. Proactively identified 5 fundamental drivers of consumer value which were presented at the Foresights & Trend Spotting Workshop, demonstrating exceptional insight and strategic thinking to help Nestlé brands reposition themselves with consumers and drive growth. • Demonstrated exceptional writing and communication skills, taking full ownership of developing and authoring a variety of internal and executive communications including presentations, announcements, newsletters, and meeting letters. Drove engagement and awareness across the organization by ensuring alignment of all communications with Nestlé's brand messaging.

• Organized summer internship programs for the NGO from 2012-2017, developing a basic curriculum for English and Mathematics that was conducted by volunteers over the course of the internships. Additionally, Arts & Crafts, Social Skills & Communications and Dramatics classes were coordinated under my administration.• Introduced a digital literacy initiative whereby, computer labs were installed in specific rural and underprivileged schools to promote and reinforce ICT skills and knowledge within the students.• Launched an operation with Lahore Speech and Language School (LSLS) and Hearing Clinic Lahore (2016), collecting funds to get state-of-the-art hearing aids for 10 children enrolled at LSLS. • Instituted a project to provide a total of 500 cartons of bottled water to be distributed to the Tharparkar district of Pakistan, which was drought-stricken in 2014, in collaboration with Caritas Pakistan and Sufi Water.• Established a library and cultural space for a school under Hope Uplift Foundation in 2018.