Having worked 30 years with blue chip MNCs and having learnt the true meaning of “good governance” coupled with “operational excellence”, I believe myself to be a true business leader with rich and diverse experience of the emerging markets across South Asia, Middle East, Africa & CIS countries, spanning from FMCG to Banking and Media with some of the most iconic brands like Lipton, Knorr, Lifebuoy, Coca-Cola, Anchor, HBL, GroupM to name a few, at C-suite level. A proven track record of consistent delivery through perseverance, resilience & engaging leadership to build some of the most, high voltage teams and brands. A strategic thinker, driven by data, with a strong bias for execution. Specialize in Brand Governance, Brand Architecture, & Brand Engagement. A people’s person.

GroupM is the undisputed global leader and premier media agency with a footprint in over 100 countries, with billing of over 60Bn USD across the globe, with an enviable track record and partners like Unilever, Coke etc. It’s also the undisputed market leader in Pakistan with over 40% market share. • Moved the needle big time on inculcating a culture of openness, fairness, transparency, and meritocracy• Re-engaged the team, while instilling pride and performance driven culture to manage a strong and consistent double-digit top & bottom-line growth, over the last 3.5 years, despite an economic and political turmoil.• Re-built capability and capacity to deliver unparallel client servicing to existing set of clients while aggressively pursuing inorganic growth drivers. Added 64 new clients over the last 18 months, with a pitch win ratio of 71%+.• Invested time, effort, and energy in building future growth verticals like data science, e-commerce, performance marketing, SEO to stay ahead of the curve. • Turned the tables on the competition and re-gained the high ground in Sports marketing by bringing in ICC World Cup, HBLPSL, E-sports and Football – it was a game changer for GroupM and its clients, as we re-gained the lost ground & thought leadership.

Transformed the brand image of Pakistan’s oldest & largest bank to become the most loved financial brand. Brought HBL’s brand essence to life through a number of award-winning campaigns across various mediums, specially step changing its digital presence and engagementConceptualized & led the single largest sports partnership & platform in Pakistan’s history (HBLPSL – Pakistan Super League), while delivering an enviable ROI. LUMS (the leading business school in Pakistan) has used this as a case study, given its unprecedented viewership and engagementAggressively drove the Diversity & Inclusion Agenda with consumer centric campaigns.Worked closely with business stakeholders to ensure robust growth across all verticals.

Integral part of the 7-member leadership team at Fonterra responsible for carving Middle East and Africa’s 2020 vision, strategy & growth planRe-invigorated the Anchor brand to build a distinct brand identity/positioningExpanded footprint into categories adjacent to powder milk, leveraging the brand equity for Anchor, Anlene & Chesdale, while cutting back on the depth & frequency of excessive trade/consumer promotions on AnchorDeveloped a comprehensive market entry plan to expand into Africa, while strengthening the market position in Iraq and CIS countries

Delivered a robust double-digit growth on Tea (a mature category) via a ‘market development’ model which was judged best-in-class and rolled out globally across other key Unilever countriesImproved margins/profitability for the enviable beverages business model via rigorous cost optimizationBuilt Knorr from scratch to a sizeable business – not only grew the business 5X but also gained 15% SOM from Maggie, which was showcased during Unilever regional awards as a 1st for the region

Further improved the brand health for this robust business. Managed to accelerate tea category growth via conversion from loose tea to teabags Increased the depth of consumption for Lipton’s franchise with the launch of Chai Latte & flavoured teas. Lipton Arabia was rated as the best hot beverage business for Unilever globally, for 2 consecutive years

Delivered on the P&L for this diverse region by improving the RTM and system capability Negotiated and managed the transfer of bottling and distribution system from Aujan to the dominant Pepsi network across the Middle EastManaged to deliver a robust root to market system for Lipton Ice Tea, leveraging Pepsi’s strong footprint Developed a market entry strategy for Lipton Ice Tea in South Africa

Drove the business turnaround for Lipton (which was bleeding across all dimensions) for over 4 years while delivering on its P&L and Value ShareWon Unilever Global Award for doing 15000 sqft+ of impactful visibilityDrove Lipton’s depth of consumption & profitability via exciting product launches of Lipton Tea Bags, Green Tea & Flavored teas in a black tea dominant marketWon Guinness World Record for making the world’s largest tea bag

Relaunched Fanta & Sprite via strong brand mix – the brands registered robust growth Planned and executed summer & Ramadan promotion for the company

Relaunched Fair & Lovely and Close-up with an improved mixCapitalized on growing passion for football via on-ground activation for Lifebuoy