Leading the Digital Wing of Mindshare Unilever; key units of which include Strategy and Planning, Data Driven Marketing, Programmatic, and Performance, consisting of 10 proficient individuals.In charge of handling multi-million dollar joint business plans of international business partners such as Google, Meta etc.Closely monitoring brand health attributes and developing interventions and course corrections to improve salience scores, such as TOM and SPONT, and consequently, increase in client’s top-line and bottom-line.Analyzing building blocks for forecasted growth and incremental turnover, and providing data driven solutions to positively affect brand and company growth.

Led Digital Media Strategy for the Unilever portfolio; including brands such as, but not limited to, Surf Excel, Lifebuoy, Knorr, Lux, Walls, Sunsilk, Glow & Lovely (etc).Managed a skilled and high performing team of 6 digital marketing specialists who assist in bringing meticulously planned digital strategies to life.Converted consumer research and market trends into actionable insights for impactful and effective communication strategies.Explored, executed and cascaded untapped digital avenues for incremental reach and transitioned numerous first-evers into best practices.

Led Digital Media Strategy for Unilever’s Hair Care category; largest in Unilever’s portfolio, including brands such as Sunsilk, Lifebuoy Shampoo, Dove and TRESemme.Facilitated optimum ROI for brands, via effective statistical analysis, forecasting, planning and precision based targetting on relevant digital platforms, in order to get the best mileage for investment; maintaining a competitive hedge over competition in all media metrics and successfully defending Unilever’s long-standing dominant market share in Hair Care products in Pakistan.

Responsible for strategizing paid, owned and earned media for Unilever’s Hair Care category, for executions on platforms such as Television, Digital, Radio and Print.In charge of executing DV360 campaigns (Programmatic advertising, YouTube) for the Unilever portfolio.- Catalyzed Lifebuoy Shampoo's constant growth as a super brand within the Hair Care category. Increased brand secondary top-of-mind by 23% and consideration for the brands by 12%. Relevant messaging with precise placements led to a "Brand Most Often Used" increment.- Spearheaded automation initiatives which resulted in a 4x decrease of turnaround time of media planning and execution for the team.- Collaborated with local and regional Data & Analytics team to curate a forecasting solution for reach and gross rating points using predictive modelling and regression. Model accuracy was at 80%.

Managed stakeholders to ensure methodical planning and execution for media plans for Unilever’s Hair Care category, on platforms such as Television, Radio and Print.- Launched premium Hair Care brand "TRESemme" on media (airwaves and internet operations) for the first time in Pakistan with a strategy which resulted in a 633% growth in volume Q1'21 vs Q1'20.- Solidifying Lifebuoy Shampoo's stance for a purpose during the trying times of Covid19 with relevant messaging across mediums. Enabled Lifebuoy Shampoo to increase market share by 5 units in a span of just 3 months.- Executed first-of-its-kind content jacking for Sunsilk's Blackshine launch; run rates saw an 11% uptick while secondary volume growth was 16% during dormant season.

Formulated holistic campaigns, designed brand keys, brand architectures, brand identities and communication strategies, and managed social media accounts for multiple high-profile clients.Executed performance marketing campaigns for various clients and maximizing revenue via conversions.

Prepared a marketing plan, conducted extensive market research, surveyed market for potential branding opportunities and designed brand communications for the launch of the company’s new product line for the retail sector.