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WAX DNM is a premium Men's clothing brand with it's first store at Zamzama Lane 9.

Major responsibilities included delivering the complete P&L for the brand by designing & executing successful marketing campaigns. Also responsible for making 8 Quarter brand plans in co-ordination with the regional team. Spearhead strategies to counter the world's number 1 shampoo H&S.• Arrested declining market share and lead the brand to achieving 46% USG growth, the fastest in the category year to date. • Won the Bronze OOH China Asia Awards in Outdoors for CLEAR outdoor campaign • Created integrated digital campaign using mobile, FB, Web, Digital Outdoors, Pring & BTL which served as the best case study on Facebook Studio awards. • Successfully launched the first ever female only campaign on CLEAR which triggered higher growth in the female portfolio.

Promoted as Brand Manager Vaseline after successfully managing the brand for 2 years and strengthened it’s position as the market leader in the H&B category. • Successfully lead localization of production of Vaseline locally to improve gross margin. • Worked on expanding the brand into Petroleum Jelly, Lip Balms & Menz category.

Major responsibilities included introducing new technologies such as e-retail, mobile couponing, QR Codes, Augmented Reality, Product Vending Machine etc. • Successfully setup a self sustainable distribution model for Unilever E-Retail project opening online retail sales for Toni & Guy the premium hair care brand for Unilever Pakistan & with other brands to follow. (www.hairmeetwardrobe.com)• Working with VISA global to pilot the mobile couponing project for the first time in Pakistan with Unilever Pakistan.• Carried out sampling for the first time with a digital SMS Vending machine which disburses samples once SMS has been sent to the machine. (Vaseline Activation) • Supervised various AR based campaign experimented for various brands in Unilever.

Responsible for launching Vaseline (lotions) in Pakistan further establishing the Hand & Body category in Pakistan. Since there was no brand manager on the brand being a newly launched brand, was directly responsible for all campaign rollouts. Key highlights include : • Within 4 months of launch, made Vaseline the H&B market leader in Pakistan beating Nivea. • Launched summer variants developing the category for usage of lotions in summers. • Managed a massive sampling program, which resulted in 45% conversion to the brand. • Ran back to back successful digital campaigns making Pakistan, the 2nd biggest country for Vaseline fans in the world. Campaigns included crowd sourcing, user drawings etc. • Ran multiple 360 campaigns to successfully increase penetration for the newly launched brand.

Responsible for re-launching the brand with new formulation / packaging in 2009. Other tasks included, delivering annual sales targets, managing the budget, carrying out activations, tracking market share & carrying out various regional analysis to find gaps in sales. • Successfully managed a $2mn re-launch on the brand with complete 360 launch. • Gained market share by 100bps further strengthening it’s market leadership position. • Successfully executed plans to counter the formula cream phenomeno eating into the market share of Fair & Lovely. • Delivered highest weekly sales ever twice in a year. • Re-constructed the skin care market based on different need states and deep dived in the past 5 years data.

Spent 3 months in field sales (Karachi, Lahore, Gujranwala, Sialkot etc) to understand Unilever’s distribution model and sales mechanics.

6 weeks internship in the Credit Card and Personal Loan Department. Proposed a new, shorter Credit Card Application Form, which would reduce time in data entry and cut down cost on printing of application forms.

6 weeks internship in the Marketing Department. Helped in the launch of a new product. (IMIGRAN FDT)