Mohammad Asaad Shah Email & Phone Number

Karachi, Pk

Karāchi, Sindh, Pakistan

- Made Pura Spring the First and Only brand of Pakistan exporting Natural Spring Water to countries abroad (USA, UK, KSA, UAE etc)- Established brand image backed up by international research on Pura Spring being the best water in the world alongside creating awareness regarding the difference of RO Mineral and Spring Water.- Established the brand’s presence in KLI and ensuring availability 1000+ outlets including all major Local and International outlets and E commerce Platforms operational in Pakistan.- Established & Lead Distributions and Sales Offices with Sales and Marketing Representatives Nationwide. Alongside international Markets as well.- Lead Sales and Marketing to achieve 78%+ market share of premium drinking water competing against renowned international brands namely (Evian, Voss, Perrier, Fiji and Essentials etc.) in less than a year.- Launched 2 Additional variants of 5 liters and 12 Liters (Disposable Dispenser Bottles) the first of its kind.- Researched, Developed & Launched Water On Wheels Project with Motorized Mobile Water Carts circulating across in cities on places with most need of water.- Identified the threat/opportunity & need of mass market on affordable product and responded with the Launch of Pura Spring Eco variants to capture horeca sector primarily in Mineral water category against prevailing market leaders.- Established Export unit and teams both locally and international in the active markets alongside logistical support optimizing end to end cycle from production at factory to delivery in required respective market internationally in the least possible time. All efforts and more leading to a cumulative growth of More than 319% in Sales Value (2022-2023) More than 307% in Sales Volume (2022-2023) Achieved 32% of repeat sales in 2023 from 14% in 2022

Karachi

Helped the company in achieving the 1 billion sale milestone at the closing of FY 2021-2022 from the 25 million mark at the time of joining in 2020.- Honored with 2 consecutive Awards for Best Performance in Marketing 2021 & 2022.- Leading Traditional Marketing (ATL & BTL) alongside supervision of existing projects & duties. - Leading ATL Campaigns: - Planned and executed the first-ever TVC worth 2 million- Increased substantial mass awareness by 90%- Achieved ROI- 621%- Increased sales by 3.8x- Leading BTL Campaigns: - Planned and executed the first-ever Nationwide OOH campaign worth 2 million o Achieved sales 2xo Increased awareness 8x - Planned and Executed Trade, instore, merchandizing & other awareness and trial-driven campaignso Achieved 150,000 trials in 3 different regions in 36 different locationso Sales increased by 3x - NPD & Launches: Local & International (From Planning to Execution): - Launched a Convenience Pack range 100g Pouches o To penetrate price-sensitive markets with the added benefit of convenience of usage. - Salsa Range, Winter Trio, and limited-edition dip range.- Brand Image Revamp - Conducted brand research to identify consumer perception.- Perception switch to a sauce manufacturing brand from a regular ketchup brand.- Brand Key and Brand Book finalizing & Communication planning for 2022 – 2027)

Karāchi, Sindh, Pakistan

- Lead Digital Marketing, E-commerce, Strategic Planning, New Product Development and Creative Communications.- Lead SEO and E-commerce- Brand & product search position in top 5 even above competitors from 100th position.- Substantial growth in Digital sales from 25000/month to 700,000/month (Website 27x) and 300,000 to 6.7 million/month (Total Ecom. 21.3x) closing FY 2021.- Initiated and lead the collaboration campaigns- DipittxSprite with Coca Cola Company increasing substantial brand awareness all across Pakistan.- DipittXTuc with Continental Biscuits Limited highlighting promotion across all marketing platforms. - Results, Growth 83% Brand Awareness 36% Trial 52% Sales (cumulative consumer & brand)- Lead Engagement driven campaigns Dipitt Cook Off Series. - Cook Off the biggest digital cooking Competition ever in history- Over 100+ social media groups, Cumulative entries above 150,000+, 450+ winners.- Results, 10,300% increase in Brand Awareness through UGC and the ever-highest increase of 28% in seasonal sales Of FY 2020 - 2021- NPD & Launches: Local & International (From Planning to Execution)- Mayo Range – Mayo Flip Competition increasing both awareness and sales through UGC content on social platforms including Facebook, Instagram, YouTube & TikTok.- Peri Peri Sauce, Sriracha Sauce, Pasta Sauce, Honey Mustard, Thousand Island, Worcestershire alongside many other ranges.- Leading PR, Content Productions & creating studio (in house) for food shoots, talent shoots ,recipe videos & DVCs etc.

Karāchi, Sindh, Pakistan

- Started of as a creative designer managing numerous campaigns from Burger king's Launch (Photography) to Pizza Hut's packaging revamp including other top food brands both local & international. Established and maintained digital presence of Canon - Launch EOS R, M50 along side many other cameras in Pakistan from 2018 onwards & Photography workshops both local and international like (Meet the Legends Karachi) (Justin Mott - Karachi & Lahore) (Teo Peng - Thailand)- Launched Dipitt and managed its marketing & creatives which is now giving a tough competition to all the leading players in the food manufacturing industry.- Revamped brand image of Hot N Spicy with growth from 2 restaurants to 7 now open around Pakistan with many other food brands like Wingitt, Tooso, Hoagies, Scream, catering to all aspects of marketing both Digital and Traditional.- Lead Marketing & PR of RocheXCanon Faces of Hope - a collaborative campaign of Roche Pharmaceuticals with Canon Pakistan, a photography competition to capture the true emotions of ones who recover from the disease or show the strong will to fight with the condition/ Results of which are now being used as the brand image of Roche.- Lead Digital marketing of Hemani Herbal Pakistan and USA - Brand image & communication revamp and launch campaigns of numerous products and season centric events and campaigns.- Managed production and marketing of Alkaram festive campaign with Ayeza Khan - DVC- Lead numerous campaigns with MCB Arif Habib with launch of Alhamra Islamic Funds and Creation of FMR 2018. Also Other FIs like SBP and NBP- Lead & managed campaigns and events with Engro Fertilizers like Zingro, ECD, ELD , CEO transition (Ruhail Muhammad - Nadir Salar) alongside many digital campaigns frequently.- Managed DVC & marketing, campaigns and post campaign reports for LU (Continental Biscuits Limited) Tiger Biscuits, Zeera Plus (Sajal & Ahad) Oreo Mini and Oreo Cripsy (Launch 2020) TUC (Mahira & Fawad 2020)

Leading Creative Operations

Creative Designer and Leading Creative Operations

Creative Designer

Master'S Degree, Advanced Marketing Tactics

Bachelor'S Degree, Advertising