• Build and launched Web3 User Acquisition and advertising platform by setting up business strategy & operations; structured global strategic partnerships with exchanges, fintech & gaming partners to scale ARR to +XXM USD.• Led global Go-To-Market planning & Ecosystem Enablement marketing; setup campaign operations, sales acquisition & customer success teams which improved customer retention by XX% and MRR by XX%.• Structured product org from ground up; set up solutions PMO & roadmap, PRDs/BRDs development cycles & Board/Management Team strategy alignments that led to XX% product NPS uplift and 2 new API launches.

Part of the early team that setup ads business for Alibaba (Daraz) across 5 markets in SEA. • E2E P&L & OKRs, Go-To-Market & Commercial Strategy ownership of multimillion dollar Display Ads business for five SEA markets driving x% contribution in overall business profitability. • Led USD +2M ARR Business Development, Strategic Demand Side Partnerships & Integrated Media/Commercial Planning for regional strategic partners. • Developed Sales Enablement Frameworks & Partner Governance Programs to improve monthly recurring revenue for the vertical by 27% • Re-platformed & Launched ad solutions partner programs that drove 44% revenue growth YoY.• Setup business operations playbook comprising of Sales, Platform Management & Analytics teams which led to 17% incremental partner solutions adoption.

• Build Media Solutions vertical from 0 to 1 by designing product strategy, BRDs & features roadmap.• Led marketing solutions sales GTM planning, product performance analytics, media packages construct & Brands JBPs partnership execution across 4 countries to drive xx% company revenue.• Operationalised coordination between commercial & marketing sub-teams to streamline In-App asset allocation, campaign setup (assortment, landing journey, commercial offerings) and KPI tracking; developed curated content for partners that improved Monthly Recurring Revenue by 37%..• Established +XXM USD revenue Media Agency Partnerships; structured global relationships,governance framework (WBRs) & partner performance reporting systems to grow clients ROI by 3x.• Led markets-level OKRs setting exercise and P&L planning cycle; created sales operations frameworkand product marketing SOPs to improve Profit Margin 2 by x%.• Launched CPM & CPD display ads product across markets; led C-Suite business strategy alignment,Tech development sign-offs and communications to global leadership & supporting cross-functions.• Built a multi-million dollar global sales & partnerships engine for Display Product Vertical; Established Partner development program with Onboarding, Incubation & Scaled Phase to improve NPS by 50%. • Led Ad Sales Integration with Commercial & Marketing business as usual - Ad Tech Product strategy, management and performance- PMO & Program Strategy- Revenue Strategy- Business Monetisation Roadmap & Product Development

Part of the early team that setup Commercial, AdTech & Supply Chain for Airlift. • Designed platform monetization strategy, cross-functional campaign execution SOP & partner revenue profiling frameworks by creating in-app asset valuation / allocation matrix (based on CPC, CPM analytics); enabled the Ad Sales team to create client tailored sales Go-To-Market Media plans and grow ads revenue by 26%.• Built a team of 3 Campaign Partnership Leads to establish strategic advertising partnerships; devised product launches with category teams to grow partner AOV by 15% & new user order volume by 4%.• Developed ad tech PMO on Jira, product roadmap & requirement documentations to establish Programmatic ads marketplace; worked with engineering team to integrate APIs, UAT testing & product shipping that led to +1M USD in annualised ads revenue.• Built category analytics on SQL and partnerships NPS survey by defining & analysing key performance metrics; enabling the team to drive category sales program & uplifting business margins by 5%• FY 22-23 -- Airlift Commercial Roadmap & Business Bets • Commercials Planning & Execution • Category Roadmap and Development• Trade Clusters Development • Ad Tech Strategy • In-App Advertisements & Growth • Product Development

• Established country’s 1st cold supply chain replenishment model with data science team based onpredictability algorithm to improve demand forecasting by 30% and bring down out of stocks by 50% for FMCG Category.• Introduced Partner JBP Program & partner data analytics reporting dashboard on Tableau for strategic business partnerships; enabling sales teams to drive 2x revenue growth QoQ for Q-Commerce Biz. Negotiated JBPs with Top 20 FMCG players that improved company margins by 7% and brought in +0.5M USD in off-invoice margins.• Designed category pricing program by creating SKU level cohorts based on demand and margins in household categories to boost contribution margin 1 profitability by 15%. • Commercial Strategy • Category Development • Strategic Commercial Planning & Execution • Supply Chain • Category Trade Planning • Cross Functional Venturing Projects• New Businesses

• Led strategy & operations of 9 business partners and a sales team of 50 individuals stretching across 10 cities; created sales pitch decks & maintained pipeline on Salesforce to drive PKR 50M revenue.• Deployed Reckitt’s 4Ps sales channel compliance solutions by rolling out customer retail productivity trackers across sales teams to deliver 3x growth targets & PKR 3M cost savings.

• Built Modern Trade & Retail planning playbook contracts by creating sales channel wise In-storeblueprints, trade spends communication booklet leading to best-in-class sales capability training module. • Led Veet’s new product digital launch & country wide sales roll-out which contributed PKR 150M revenue to the m/m P&L. Channel Management – Trade Marketing • LMTs & Retail – Channel Instore Planning, Spend & Executions – POSM, Contracts, Covid-19 in-store comms & FSU placements. • Dettol Soap Trade; Strepsils, Durex, Veet, IMS Tracking – Resulted in Biggest Ever Soap IMS & Volume delivery • Trade initiatives & productivity/coverage tracking – Led to highest ever retail coverage in PK Business Brand Management – Veet • Launched Veet’s biggest variant for 2020 nationally, Veet Nikhaar. • Managed Veet’s equity marketing for the new quarter, contributing PKR 150M to the MoM P&L. • Led Veet Nikhaar Launch digital activations and PR campaign. Released the Nikhaar DVC and Tag-on. Area Sales Manager - Karachi • Ensured achievement of agreed targets/KPIs for Avg. 40M RB Business. • Led a distribution changeover of 28 team members comprising of Territory Managers, Order-bookers and Merchandisers. • Responsible for the execution of the Channel Category Trade plans at the outlets as per the channel and category prioritization.

Team Captain - Qualified for Top 3 Panel World Finals in Singapore out of 100,000 participants.