Currently heading Marketing Operations & Food and Marketplaces category and leading team of 24 people. My core responsibilities include:Analyzing and growing overall food & beverages and marketplace category by increasing category user base, GMV, AOV, take rates, and revenue.Spearheading B2B business development initiatives; onboarded 180+ top brands and ensuring success on the platform.Build periodic B2C marketing plans for increasing category active users and execute it to achieve desired growth of 40 to 50%.Drive marketing efforts for key accounts such as Daraz, Foodpanda, AliExpress etc, across digital media (social, SEO, video, influencers) to meet business objectives hence increasing category active users by 25% on a single campaign.Set OKRs and KPIs and successfully planning for execution and ensure alignment with internal Stakeholders for 100% achievement. Achieved 102% OKR LY.Ensuring smooth flow of communication among various stakeholders of the business.Coordination with inhouse creative, performance, and Social media department to achieve marketing objectives.Monitoring sales funnel, ownership of pirate funnel (AARRR) and devising strategy in ensuring successful activation rate of new user upto 18%.Developing and owning marketing calendar from campaign planning till execution and post campaign analysis.Ensuring minimum of 95% achievement of campaign objectives.Monitoring marketing budget and optimizing marketing spend accordingly.Minimizing brand and user churn rate to least than 5% and 2% respectively, with effective key account management and CRM initiatives.Support product team by providing insights on UI/UX to improve overall App experience to improve stickiness by 20%.Ensuring achievement of KPI of performance such as Lifetime Customer Value (LCV) by 3:1, and CTR of 94%, Conversion Rate of more than 27%, and repeat rate of 1.7Key Achievement:High performing category awardProject member Savvy AI based chatbot Project

Headed, Marketing and Growth division with team of 14 people, and My core responsibilities include:Managing Franchise overall operations, scaling retail footprint, handling marketing operations, and optimizing transactions.Developed and executed strategic marketing initiatives leading to increased brand awareness. Implemented a data-driven marketing strategy to identify targeted customer segments, leading to an increase in customer engagement and conversions.Collaborated with cross-functional teams to create and execute marketing campaigns, resulting in an average of 16% transaction growth Identified key market trends through market research, resulting in the launch of a new beverage line.Regularly executed targeted traditional and digital marketing campaigns.Developing marketing calendar and budget along with ROI projected.Identified and capitalized on 7 new trade marketing areas, resulting in a 158% increase in sales and brand footprint by 68% citywide.Conducted new product development and research, introduced 400+ donuts, 2 new categories, and 29 savory products.Managed and executed digital marketing campaigns for Dunkin' Delivery, resulting in a sales increase for the restaurant also Dunkin’’s delivery share increased to 38%. These campaigns helped in reducing CAC by 10%.Leverage digital channels such SEO, SEM, and Influencer to gain momentum, utilizing Digital tools such as Instagram, Facebook, SnapChat, and Tik Tok.Introduced brand alliance model at Dunkin’, and established alliances with major banks.Developed a Loyalty program from scratch Inducted 3 Million users with 28% repeat users. Successfully conceived, planned, and Launched Fast Food Chain Fire Burger, Pie Guys Pizza, Pane & Amore.Key Achievement:Development of E-Commerce vertical for Dunkin’Introduction of Food aggregators in the systemWinner of Dunkin’ International regional growth award consecutively for 4 years.Winner of the Dunkin’ Innovation award in the Year 2019-20

Currently heading Brand and Development department of Dunkin' Donuts Karachi and my core responsibilities include: Brand Department: Planning and execution of overall marketing and strategy. Development and Implementation of Marketing activities.Designing, planning and implementation of ATL campaigns.Analyzing market trends. Planning of activities to further develop trade market area. Ensuring proper communication between stake holders of business. Actively involved in new product development. To manager online mediums of communications. Management of digital scene of Dunkin' Donuts Marketing. Reviewing of Customer Insights and utilizing in formulation of brand strategy. Identifying and Launching of various different platforms to increase sales for dunkin'. Actively involved in creation of BTL activities and gauging its results on Periodic basis. Analyzing sales trends, product performance, customer flow and category performance. Key Achievement: Introduction of Online food ordering system. Development of various new donuts and beverages. Development Department: Discovering and Evaluation of new trade area for Dunkin’ Donuts outlet. Finalizing potential shop and mobilizing architects and contractors for its interior and HVAC. Maintaining proper communication and coordination among various stake holders involved in new shop development. Identifying and communicating all the necessary items required for construction of new shop. Identifying, negotiating and procurement of all electrical and furniture requirements of a shop from local as well as international vendor. Critically analyze the development progress of shop and ensuring completion of project on time.

Currently responsible for two departments Marketing and Development. My core responsibilities includes: Developing overall marketing strategy for Dunkin' Donuts. Planning, developing and executing ATL campaigns on regular basis. Critically analyzing sales and performance of ATL campaigns. Ensure proper communication among various stake holders. Conflict resolution if arises any. Strongly involved in New Product Development in alignment with various internal departments. Strategizing, developing and executing various BTL activities and gauging its results on Periodic basis. Identifying and evaluation of new trade area for Dunkin’ Donuts outlet. Finalizing potential shop and mobilizing architects and contractors for its interior and HVAC. Maintaining proper communication and coordination among various stake holders involved in new shop development. Identifying and communicating all the necessary items required for construction of new shop. Identifying, negotiating and procurement of all electrical and furniture requirements of a shop from local as well as international vendor. Critically analyze the development progress of shop and ensuring completion of project on time.Key AchievementsOpened five new shops during tenure. Responsible for various successful campaigns.

I joined Dunkin’ Donuts as Management Trainee in branding division. During the training phase, I was responsible for operational aspects of branding division such as coordination with various vendors, shops, factory and other relevant stake holders. Later , became responsible for execution of marketing and communication plans. As Management trainee my job responsibilities includes: Assisting Marketing manager in development of marketing strategies of the company. Developing and executing ATL campaigns on periodic basis. Critically analyzing sales figures in order to gauge the effectiveness of the promotional campaign.Actively coordinating with vendors and key account partners of DD. Critically evaluate the on-going projects on periodic bases and perform regular market visits for on-ground assessment of the above.Coordinate with creative/media agencies for development of all branding and communication material. Coordination with various media agencies/house for media planning and buying. Strategizing, planning and executing various BTL activities at shop level to boost up shop performance and later critically analyzing the return on investment of above stated activities.Identify, develop and execute employee motivation and retention plan and critically analyze the performance of the plans. Consistently engaging with customers and seeking their feedback for improvement of service quality at shop. Design, recruit and effectively run mystery shoppers program for Dunkin Brands. Actively involved in research and development of new products in alignment with other internal functions of the company. Critically analyzing the consumption pattern,seasonal trends and based on that information preparing the forecast for various SKU’s. Actively involved in on job brand trainings. Successful Campaigns & Projects: Annual Team Building Conference 2012-13. The Relaunch of Iced Coffee in Karachi Market. Relaunch of Sandwich category.

Pace Pvt Ltd is an international media company dealing with various international publications. I was responsible for handling sales activity of TIME Magazine, The Economist, Fortune, Arab News, Urdu News and many others. During my tenure at Pace i was responsible for building and maintaining relationships with clients and advertising agency.During my tenure i handled two major projects of TIME Magazine`s Special Issues such as " TIME Journeys Issue" and " TIME Person of the Year Issue". These projects required sales effors as well careful planning and strategy effort.

I Worked under Marketing Dept; sub dept Service enhancement. I was the Coordinator of my group which consisted of 18 internees. Me along with my group proposed strategies for enhancing the service of PSO petrol station. I was also coordinator of event Customer Care day which was supposed to be held at Defence Phase 2 Petrol Station. My task was to design and get approval of all marketing activties of the event, promotional campaigns and entertainment activities.During Internship we were also part of CSR activities which was spending day with foster children at foster home located in Phase 6 DHA Karachi named as Sirat Ul Jannah.