Heading the Personal Care category for Colgate-Palmolive Pakistan.

Managing the biggest brand in the company, Bonus Tristar.• Responsible for mass market laundry detergent brand with USD 65Mn annual revenue. • Market leader with market share of 23%• Managing an Advertising & Promotions budget of 6% to revenue

Joined in July 2012 as Brand Manager and got promoted in January, 2013 to Senior Brand Manager.Leadership of the category that is strategically important to operations in Pakistan managing Liquids, Scourers & New Product Development for the category. • Increased market share by 3.2% for Lemon Max Liquid, achieving 30%+ growth.• Launched Lemon Max Ultra, a premium dishwashing liquid, supported by complete IMC (ATL and BTL). Led the project from initial ideation stage to final market execution. • Led Brand Development for a new category within Surface Care from ideation stage to final product realisation. Formulated launch strategy along with final product form complete with packaging. Handed over project to the Brand Building team for market launch in Q3 2014.• Delivered Margin improvement of 500 basis points on Lemon Max Liquids.• Conducted OGA to upgrade ‘Dishwash Bar’ users to Lemon Max Liquid by increasing penetration and user-ship in key towns.• Improved the value for money equation via smart pricing/sizing and launch of new refill SKU• Successfully launched new economy pack, 250ml to penetrate among lower SEC users.• Led complete rethink on way forward for the dishwash portfolio by outlining key opportunities supported with a deepdive and solutions for every aspect of the business, including and not limited to: o Redefining portfolio priorities & support model o 4P revamp: Pricing sizing, Promo mix for all segments

Deleivered cumulative growth of 70% on Tapal Tezdum over 2 years.Tezdum is now the 2nd largest volume contributor to Tapal's portfolio within the leaf segment.

Brand Activation Manager : Apr ’08 - To datePosition reporting to Head of Brand Activation – Planning and executing brand activations for the following categories: Skin Care, Skin Cleansing, Hair, Deo’s, Beverages and Ice Cream.Assistant Brand Manager (Lipton): Sep ’06 – Mar ‘08Position reporting to Brand Manager - Lipton & Marketing Manager - Beverages. Core Responsibilities:• To prepare annual and quarterly budgets and marketing plans and presentation of the same to top management.• Using consumer insight and competitor analysis to anticipate market growth opportunities and to determine the markets, channels and segments to operate in. Challenging the status quo with brand strategies that beat competitors and deliver outstanding levels of profitable growth.• Developing inspiring briefs, building successful agency team relationships, judging creative proposals. Developing outstanding communication campaigns that achieve outstanding levels of effectiveness and evaluation of the same.• Converting brand strategies into innovative activity plans, implementing consumer activation programmes and driving brand visibility and channel presence.• Planning and implementing an integrated programme of brand communication, which uses all available channels to communicate the brand's messages to targeted consumers in the most cost effective way.• Collaborating with Customer Management (Sales) to develop channel and customer specific marketing plans and activities. Ensuring that brand sales are maximized by addressing the current marketing needs and future opportunities of all trade business partners.• With consumer insight as the inspiration, working with other professional specialists to create consumer-relevant innovations that are rolled out fast, achieving speed to market.• A&P budgeting and monitoring of expenses.• Inter-departmental co-ordination for the planning, development and implementation of Brand Strategies.

Position reporting to General Manager - Marketing. (Bakeri & Gala collectively contribute 36% to overall CBL business volume and 40% to overall CBL revenue. Core Responsibilities:• To prepare annual and quarterly budgets and marketing plans and presentation of the same to top management.Comprehensive Risk Management covering Industry Analysis, Financial Analysis and Projected Performance.Development of marketing strategies and products to generate new business opportunities.• To identify market segments, demographics and market potential of the assigned Brands.• Sales Budgeting and Forecasting.• A&P budgeting and monitoring of expenses.• To continuously monitor product movements of the assigned Brands and conduct regular market visits to analyze brand performance.• To create cost effective advertising opportunities & creativity on existing and new channels.• Inter-departmental co-ordination for the planning, development and implementation of Brand Strategies.• Close coordination with the creative / advertising agencies for the purposes of ensuring effective creative planning and implementation of the same.• Manage media planning, buying and placement.• Responsible for Market Research and providing inputs that have implications for the strategic direction and positioning of the assigned brands’.