Heading the corporate brand of a PKR 60 billion FMCG company, I implemented clutter-breaking campaigns that garnered significant attention. These campaigns, including the rollout of a new brand identity and flood relief campaign, resulted in an impressive achievement of generating PKR 70 million funds within a span of three months.I have been instrumental in driving digital engagement and growth, with the corporate website I led, nfoods.com, attracting over 8,000 unique users. Additionally, my expertise in leveraging digital analytics platforms such as Google G4 Analytics has achieved exceptional results, including an engagement rate of 1.5% per user and a remarkable engagement rate of 70%.Furthermore, I have established strong relationships with journalists, regulatory authorities, and bodies such as the Pakistan Business Council and Sindh & Punjab Food Authorities. These relationships have facilitated effective lobbying, reputation management, and crisis communication efforts, ensuring the company's narrative reaches stakeholders in a timely and impactful manner.

Apart from the CSR & Communications Portfolio, I provide leadership for Finance Function in terms of Talent Management and strategic business partnering. Designing and implementing HR strategy, processes and systems that translate into tangible business benefits and advantaged capabilities. This includes Career Framework, internal movements and structural changes, new hiring and interviews of permanent and contractual resources, handling employee grievances, Employee Engagement and Performance Management.

Extremely focused and possess strategic insight for taking the Company image forward. Well-versed in Communications; internal and external both. Responsible for handling the digital landscape for Corporate Comms, including development of mobile applications. Working on other projects including Annual Reports and Company Documentary. Also looking after press releases and media placements. Emphasis on partnerships and collaborations with other FMCGs and NGOs to work on Sustainability Initiatives on UN SDGs of Good Health, Quality Education and Gender Equality. Projects on Women Empowerment to improve Gender Diversity are worked upon.Assistance in Government Affairs and Lobbying with regulatory authorities is given for image building and crisis communication. Drafting letters and policy making in association with other members of the industry is also part of the job.

- Handling all publications and advertisement deliverables, i.e., print ads, supplements, internal newsletters, press releases, etc- Supervising digital media, both organic and paid - Development of new Corporate Website, HR Portal and phone applications- Monitoring external projects, follow up on a regular basis and take measures to ensure timely completion of projects- Driving stakeholder relationships and leading international projects to ensure market presence- Partnering with NGOs including WWF Pakistan and Aman Foundation to educate children as part of CSR- Aligning different Employee Engagement activities and aligning them with multiple mediums for promotions- Driving print media campaigns for corporate and brand communications for image building- Executing Crisis Management plan to ensure better organization at the time of need - Working on getting Brand Guidelines developed for the company

- Actively working to formulate Corporate Identity Guidelines (including brand identity for UBL Ameen)- Creating and media planning for all ads on TV, radio and print- Creation (visuals and content) of all UBL collateral including brochures, flyers, standees, print and radio ads, TVCs, envelope branding, product welcome packs, etc.- Assisting in corporate communications such as emailers, newsletters and web banners.

Key functions included:- Account Lead for Telenor Pakistan: As Team Leader, motivated and groomed 6 team members on cracking Big Idea and methodology of proposed idea, reviewing and improving KPI performance benchmarked with competitors, increase engagement on brand platforms on weekly basis.- Research & Presentation on market trends of social media across different industries: Clients included The Body Shop, Pantene (P&G), Pampers (P&G) and Strepsils (RB), created social media content (all media) and shared Market Intelligence Reports and Market Research.- Portfolio Management: Set project objectives/timelines, rigorous follow up and correspondence with clients