While working as the GM of Publicis Media, I am responsible for the P&L of the Agency. Supervising teams that manage clients from various categories including FMCG, beverages, telecom, retail, technology, real estate, consumer electronics, packaged food, pharmaceutical and insurance.

While working as the Director for Starcom Pakistan, I was responsible for the P&L of the North region.I am supervising teams managing clients including Coca-Cola, Cheetay, Fauji Fresh & Freeze (Opa), Packages, Peshawar Zalmi, Punjab Oil Mills, Rupali, Sabroso, Samsung Electronics, Sapphire, Servis Shoes, Vital Tea & Soap, Zameen and Zong.I was able to grow the portfolio by 38% to PKR 2.2 billion in one year.

While working as the Associate Director, I was responsible for the P&L of the regional offices in Islamabad and Lahore.I was supervising teams managing clients including Airlink Communications, Alif Ailaan, Coca-Cola, Cheetay, FAFEN, Fauji Fresh & Freeze (Opa), Karakoram Enterprises, Packages, PEL, Peshawar Zalmi, Punjab Oil Mills, Rupali, Sabroso, Samsung Electronics, Sapphire, Servis Shoes, Vital Tea & Soap, Zameen and Zong. I also led the team working on a political campaign during the General Elections 2018.Was able to grow the portfolio by ~30% to PKR 2.8 billion.

I was responsible for the sales and revenue figures for 10 companies under the Group, creating business feasibility of each project before signing. Moreover, I was also responsible to bring synergy across the Group by consolidating the communication space and synchronizing the companies to speak a single message.

I was responsible for creating the entire brand scape for Brighterlite in Pakistan. I was also looking after portfolio creation – be it company positioning or development of marketing collateral or execution of sales activities – to target audience with relateable communication. Creating and owning assets on the digital space – including the website, linkedin and facebook pages.

Responsible for maintaining the equity of company brands by developing long-term brand strategy and portfolio enhancement to target audience with relateable communication. Corporate re-positioning to establish Warid as the brand that has its trust in the people and that promotes resilience to face any situation. Creating and owning assets on the digital space – including reducing the number of clicks on the corporate website for the ease of visitors’ use as well as keep them engaged with a long-term presence by being the fastest growing pages on the social networks like facebook, twitter, pinterest, etc. Conducting periodic focus groups to gauge the awareness and understanding of advertising and incorporating learning from the BHT into the communication to keep the brands aspirational as well as relateable to the target audience at the same time. Heading the communication side of 4G LTE project for Warid Telecom.

Hired to relaunch the youth brand. Not only did I lead the team to relaunch Glow with a strong insight based on friendship, but increased the brand parameters to compete with the market leader in the youth cellular category via brand activations and digital mediascape. Carried out brand experiential activities through BTL activations at youth hangouts and campuses. Solidified Warid Postpaid as the consumer's first choice in postpaid category via direct marketing activities (B2B). Built brand equity for Warid Prepaid to trigger consumer’s intent to buy and recall in the minds of the target audience by covering all touch points and reaching the customer at their points of interest through sales activations and mass media. Initiated Brand Health Tracker (BHT) with AC Nielsen to keep a check on the brand activities.I led the Corporate Communications team in the event of the Next Generation Mobile Services (NGMS) auction, where Warid Telecom did not participate. I was responsible for developing upfront and cordial relationships with the company stakeholders – government, regulator, media, customers and shareholders. My projects also included managing Warid Telecom’s CSR platform, i.e. breast cancer awareness and anti-smoking drives in collaboration with Shaukat Khanum Memorial Trust (SKMT).

Assistant Manager handling portfolio of Media and Strategic Initiatives, including planning and buying for all of Mobilink brands, providing integrated consumer communication across mass medium, while developing and executing media plans, right from the recommended purchase through post analysis. I was responsible to set and monitor media cost and performance benchmarks with the media agency and analyze results of media efforts for highest possible levels of business benefit.Strategic Initiatives included liason with the Pakistan Cricket Board on Cricket initiatves ranging from the development of Under 16 team to supporting the national team.

Senior Executive Affinity Marketing and Business Development for GSM operations with major responsibilities including account handling of the affinity partners, devising promotions and strategy for sales through Bank Alfalah Limited. Consolidation of sales, activations and MNP reports of all the affinity partners from different outputs as well as reconciliation of reports for missing / discrepant files. Part of the team that initiated the SMS-banking project with Bank Alfalah Limited.

Worked as an Assistant Manager for "Diallog CDMA" handling Marketing Communication and Services.Outdoor activities and coordination with vendors as well as brand promotion and liaison activities with the advertising agency. Service development and promotions along with tariff planning, implementation and coordination with the internal stakeholders. Content writing and website support.

Marketing Executive handling Value Added Services and New Product Development including VAS upgrading and implementation with communication support for Product Development and website management. Also worked on connectivity support with banks, television and radio channels.

Executive Client Services and Marketing, handling a range of clients like Pakistan Services Limited, Red & White and Serena, organizing events in Islamabad, including cultural shows, fashion shows, festivals, concerts and theatre plays.

Interned for 6 weeks in different departments such as Savings & Current and Bills & Clearing Departments.

Worked as a program coordinator and presenter as well as a coordinator of sponsorships with different advertisers.