• Managing stitched (Pret), unstitched, ethnic and western categories at Bonanza Satrangifor both male and female consumers, which contribute 80% of overall portfolio.• Plan, implement and execute marketing campaigns according to predefined budgetparameters and agreed timeline.• leading product management and cost reduction projects with internal and externalstakeholders, this has led to saving of 5% in overall marketing budget.• Closely working with digital, creative, media, research and activation agencies.• Identifying and implementing strategies for brand expansion into new demographics toincrease market share.• Developing key performance indicators (KPIs) to measure the success and impact ofbrand initiatives

• Assist in developing and executing promotional initiatives to profitably increase consumption within budgeted parameters.• Assist in the identification and development of business building ideas and work with other business unit team members to execute the plans that meet investment criteria.• Closely observe and analyze sales volumes, market share trends and competitors activity.• To coordinate product management and cost reduction projects with internal and external resources to achieve results (product development, production planning, trade promotion, sales, market research, consultants and advertising agencies).• Analyze consumption and shipment data and compares results to established objectives to assure the effectiveness of marketing programs.• Closely work with creative, media, research and activation agencies• Monitor the digital advertising campaigns using ad servers and analytic programs, while having a sharp focus on effectiveness from an ROI perspective.• Prepare preliminary materials for internal communication, including proposals and presentations as well as forecasts of campaign KPIs.

• Strategized Tulsi TVC campaign • Launched the range of Candy crush to expand candies portfolio and cater to Rs 1 price point• Revamped the entire range of Tulsi by launching new and innovative sub brands including Tulsi Elaichi Pearls and Tulsi Premium Mewa.• Managed brands such as Hilal Kake from Baking category which is one of the highest contributors within Hilal portfolio. • Coordinate with sales department to get annual sales and marketing budget approved from the management including sales incentives, schemes, discounts and marketing/trade marketing spend along with phasing. • Worked closely with our digital agency for development of effective result oriented digital plans.• Work closely with our media department to develop and finalize effective media plans for my categories. • Kept close eye on financial health of my categories by regularly monitoring CM & GP and brand wise P&L on monthly bases. • Keeping track of competitors and getting different researches done in order to understand market and consumer.• Ensuring that RSF numbers are as realistic as possible in order to make planning more efficient and reduce chances of excess material ordering.• Keeping close eye on competitor’s price structure and regularly get our price structure updated in order to counter competitors offer.

• Managed chocolate category contributing 25% of entire business along with the Assistant Brand Manager which include revamping existing brands such as Cloud 9, Paradise and Now paste.• Launched the entire range of Candyland Kitchen Creations (Cooking chocolate)• Worked on different advertisement campaigns.• Managed Corporate including E commerce which was activated for the first time in Candyland• Managed Candyland’s setup at Coke Fest across Pakistan along with my BTL team.• Prepared reports which are quantitative in nature to track health of different brands.• Coordinated with agencies to develop marketing assets on time.

• Worked on rotation for weeks in sales operations department where I learned how to manage sales force and GTs across Pakistan, including rentals and commission of sales force.• Worked on rotation in trade marketing department for a month where I learned how to handle key accounts including IMTs and LMTs.• Went for a month on field with order bookers across Karachi to understand how sales force actually operates from distributor’s office to field where they had to meet targets.• Worked along with in house BTL team and agency for a month to understand their work dynamics, was a part of team managing Cokefest for Candyland• Worked alongside Sr brand manager and different ABMs on various categories and projects.