Muhammad Saeed Durrani Email & Phone Number

Karāchi, Sindh, Pakistan

Cakes Portfolio

Karāchi, Sindh, Pakistan

UHT MilkPasteurized MilkFlavored MilkPro Cal• Delivering business KPIs (Volume, NR, Transactions, Share, Penetration) and brand metrics (equity, preference share, category relevance, situational saliency, distinction).• Take full P&L responsibility of the brand and rally the functional teams to reach and exceed business objectives• Ensure strong understanding (from a consumer lens and business lens) of each of the assigned brands, along with the levers of growth.• Develop Research Briefs, Attend Consumer Research Fieldwork Sessions, Extrapolate key learnings from Research Studies and Devise necessary actions.• Develop holistic creative briefs anchored in consumer centricity. Partner with agencies to translate briefs into groundbreaking consumer communication & engagement assets (ATL and BTL).• Conduct sales performance analysis and business review of assigned brands, identify opportunities and work cross-functionally to develop and execute actions.• Monitor competition activities and work cross-functionally to develop necessary counteractions.• Lead and work closely with Commercialization, Supply Chain, QA and R&D to ensure timely launch of innovations.• Work closely with Trade Category Teams to review channel, SKU and regional brand performance and to further strengthen brand programs and to ensure they are as per brand guidelines. Additionally, seek global learnings for potential lift & adapt opportunities.• Own Monthly updates – project status, budget tracking, and other timely information to facilitate effective decision making.• Lead presentation preparations for both global and local stakeholders• Acts as the brand owner by displaying a constant challenger mindset with a desire to question the norm and always strives for excellence.• Identify key growth platforms & relevant innovation & renovation opportunities• Manage brand marketing budget and lead offline and online media plans in collaboration with media team and agencies.

Karachi, Pakistan

Delighting consumers by churning out exciting and innovative brands across different audience segments. Responsible for the P&L management of having an annual turnover of approx. PKR. 5 Bn. with market leadership position in the confectionery categoryWorking diligently on cost-saving-initiatives to improve bottom line and calculated marketing campaigns and brand drives to deliver on top line promises. Vigilance across all cost factors from ingredients and packaging to display units to safeguard bottom lineWorking in close co-ordination with Research & Development team to develop new products for different segments, from local palette to national and from kids centric products to adultsResponsible to devise and execute annual brand plans based on key building blocks; identifying organic and inorganic avenues for growthCommunicating customized messages through TV (national and regional channels), Digital media, in-store activations and POSMLaunched 9 new brands across the kids and adult segments resulting in an incremental value growth of 8%Closely working with Sales and Trade marketing to maximize visibility and brand performance across multiple channelsDeveloping effective communication maintaining cost efficiency in achieving maximum visibility on ATL whilst focusing on multiple affinities for the consumer in tailor made digital contentResponsible for the following categories:Marshmallows (Plain & Marshmallow Chocolate bar)Jellies (Plain & Center filled)Coated ChewsChewsGumsToffees (Plain & Center filled)

Karachi

Managing the P&L, Marketing and New Product development for 7 different categories of the confectionery segment of IIL• Toffees: Launched 360 degree Campaign targeting kids on multiple mediums in a competitive category, increasing overall market share by 2%Launched a New variant of Strawberry under the Eclairs brand and Launched a new brand “Kulfa”for the Punjab segment • Chews: Improved product quality and contribution margins by reworking on the recipeLaunched a new variant of “Mango Chaunsa” for the brand Dewy ChewyLaunched Center Filled Chews under the brand name Bingo• Marshmallow: Marauding the marshmallow category as a prominent player in the overall industry, further cementing IIL monopolyLaunched Pakistans first ever chocolate enrobed marshmallow, Mello with a 360 campaign• Lollipops: Introducing new variants to strengthen leadership in the category• Candies: Improving distribution and opening new towns in a popular category. Launching new artisanal variants for regional pocketsLaunching Apple Fizz and PiCo for kids segmentLaunched Minty for the teenage & Smoker segment• Coated Chews: Sustaining leadership of this segment• Corporate: Worked on the groups campaign titled Nazrana on 6th September Defence DayWorked on creating a Trade corner for LMTs, developing Gondolas and designing planograms

Karachi

Leading a team of resources in managing the following portfolio for their ATL and BTL communication including brand strategies, creative strategy, brand building and awareness, ideation and execution, market research & analysis and communication roadmapsUni Lever Pakistan:Knorr, Blue band Margarine (Foods), Lifebuoy Soap & Shampoo, Clear Shampoo and Fair & Lovely (Cosmetics and Skin care),Close UpSurf Excel, Sunlight, Vim and Domex ( Home care & Detergents),Walls-(Ice Cream/Frozen Desserts)Creamy Delights "In home consumption "Magnum and Paddle Pop "impulse"OLX "Online marketplace"(Different Business verticals such as Autos, Mobile, Real Estate, Jobs and Household)Nutrico "Formula Powdered Milk"(Morinaga BF-3)YouTube "Premier video viewing website"Pakistan launch campaign-TV and DigitalBank Alfalah(Conventional Banking and Islamic Banking)English Biscuit Manufacturer's(Peanut Pik, Party, Butter Puff, Saltish, Chocolicious and Click)

Karachi,Pakistan

Tarang:Engro Foods'​ Tea Creamer business and Pakistan's Largest brand by volumeOmore:Engro Foods'​ Ice Cream business and Pakistan's 2nd Largest ice cream brandOnaaj:Engro Foods'​ Staples businessWorking on developing communication platform,brand strategies, creative strategy, brand building activities, market research and developing creative roadmaps for the clientsWorking through and through with Clients on focus groups, researches, consumer surveys and concept testing (Link and Smart)Reviewing Quarterly BHT's and U/A's to gauge consumers perception of the brand and then set creative objectives in order to improve overall brand parametersAssisting in Media management and planningWorking on Brand Activation Idea generation and executionWorking closely with the internal creative, strategy and media teams to help them in cracking ideas through real insights for campaign implementationDeveloping stimulus materials for the research agencyWorking with Agency Colleagues to formulate a strategy plan that meets the client`s brand`s requirementsWorking on bi-annual brand plans for products to orchestrate a well-knit imc plan for the brand and the clientNegotiating with clients and agency staff about the details of campaigns;Presenting creative work to clients for approval or modification; handling budgets, managing campaign costs and invoicing clients;Monitoring the effectiveness of campaigns by maintaining post analysis of do`s and don't sWorking with the team to generate breakthrough campaign ideas for clients by keeping up to speed with global campaigns and sharing innovative ideas and case studies with clients from direct or indirect related categoriesTVC's: Tarangbaaz Thematic, Tarang Elaichi, Tarang Functional, Omore 2in1 bricks, Omore Cones, Omore Fun Sticks, Omore Rooh Afza and Omore Tom & Jerry

Karachi, Pakistan

PortfolioOmore:Engro Foods' Ice Cream business and Pakistan's 2nd Largest ice cream brandMabrook:Engro Foods' Pasteurized Milk brandTen Sports:Pakistan's Leading Sports ChannelOLX:One of Pakistan's Top online market placesMezan:Group of Household and Commerical brands, Including Oil and TeaMeeting and liaising with clients to discuss and identify their advertising requirements;Working with agency colleagues to devise an advertising campaign that meets the client's brief and budget;Working with Agency Colleagues to formulate a strategy plan that meets the client`s brand`s requirementsWorking on bi-annual brand plans for products to orchestrate a well-knit imc plan for the brand and the clientPresenting, alongside agency colleagues, the campaign ideas and budget to the client;Working to brief media, creative and research staff, and assisting with the formulation of marketing strategies;Liaising with, and acting as the link between, the client and advertising agency by maintaining regular contact with both, Ensuring that communication flows effectively;Negotiating with clients and agency staff about the details of campaigns;Presenting creative work to clients for approval or modification;handling budgets, managing campaign costs and invoicing clients;Monitoring the effectiveness of campaigns by maintaining post analysis of do`s and don't sTVC's: Honda CG Dream, OLX Testimonials, Mezan Ramadan, Ten Sports TV promos

Karachi, Pakistan

PortfolioAtlas GroupIncludes 15 different companies-from a motorcycle manufacturing giant to an asset management firmTapal Tea Pvt. LtdHousehold brands such as Danedar, Family Mixture and TezdumMeeting and liaising with clients to discuss and identify their advertising requirements;Working with agency colleagues to devise an advertising campaign that meets the client's brief and budget;Working with Agency Colleagues to formulate a strategy plan that meets the client`s brand`s requirementsWorking on bi-annual brand plans for products to orchestrate a well-knit imc plan for the brand and the clientPresenting, alongside agency colleagues, the campaign ideas and budget to the client;Working to brief media, creative and research staff, and assisting with the formulation of marketing strategies;Liaising with, and acting as the link between, the client and advertising agency by maintaining regular contact with both, Ensuring that communication flows effectively;Negotiating with clients and agency staff about the details of campaigns;Presenting creative work to clients for approval or modification;handling budgets, managing campaign costs and invoicing clients;Monitoring the effectiveness of campaigns by maintaining post analysis of do`s and don't sTVC's: Honda Pridor, Honda CD Dream Tapal Tezdum CP, Tapal Danedar Teabags, Junaid Jamshed Lawn Vol.1 launch

Karachi, Pakistan

Major Accounts:SINGER PakistanZubaida`sPak Suzuki Motor Co.Ltd :Divisions includeSuzuki Corporate and maintaining the brand image of the 9 cars in the production lineSuzuki MotorbikesSuzuki Certified Used CarsSuzuki ExchangeSuzuki Leasing,Financing and InsuranceSuzuki After salesSuzuki Genuine PartsSuzuki New InitiativesResponsibilities:Meeting and liaising with clients to discuss and identify their advertising requirements;Working with agency colleagues to devise an advertising campaign that meets the client's brief and budget;Presenting, alongside agency colleagues, the campaign ideas and budget to the client;Working to brief media, creative and research staff, and assisting with the formulation of marketing strategies;Liaising with, and acting as the link between, the client and advertising agency by maintaining regular contact with both, Ensuring that communication flows effectively;Negotiating with clients and agency staff about the details of campaigns;Presenting creative work to clients for approval or modification;handling budgets, managing campaign costs and invoicing clients;Writing client reports;Monitoring the effectiveness of campaigns;Undertaking administration tasks;Arranging and attending meetings;Making 'pitches', along with other agency staff, to try to win new business for the agency.