Sohaib Umar Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

Proof Strategies is Canada’s leading independent Public Relations and Communications agency. We're partnered with a diverse roster of clients from the categories of: Corporate & Financial, Consumer & Lifestyle, Health & Wellness and Technology & Internet. As part of our rapidly growing Unified Marketing Communications team, I devise brand and communications strategy which keeps our work on-brand, on-trend, on-strategy, and always audience-first. I do this by:• Supporting the agency in delivering breakthrough work that earns attention for all our clients• In partnership with the Strategy Vice President, championing the discipline across the agency and with Integrated Agency Teams• Advocating for “Audience-First” thinking by analyzing client briefs, questioning, and reformulating as needed• Unleashing creativity with inspiring briefs grounded in killer insights• Collaborating in the creative process and support the team’s ideation to maximize the impact and scale of the idea• Fostering harmony in the work by keeping focus on the brief across agency disciplines, practice groups and IAT partners• Bookending our work by collaborating with our Insights, Intelligence and measurement teams on primary research as well as ensuring KPIs are aligned with business goals• Leading a team on qualitative research to inform and inspire the strategic insights and resulting creative work • Collaborating with our digital team, to develop comprehensive connections plans to connect withaudiences where their attention is today

Toronto, Ontario, Canada

As Senior Account Planner at Nourish - Canada's only full-service marketing agency working exclusively with food, beverage and agricultural clients - I devise brand & communication strategy for all clients in close coordination with the President, Account Director and the Creative Director. Primary responsibilities:- working with Team Nourish and the client to define aims and objectives, understanding the client’s business and business needs and translating this into information that drives the creative brief- Being the voice of the brand and the customer with both internal teams and the clients- Establish objectives, target audience, core messages and scope for projects- Working in partnership with the Creative Department to develop campaign ideas- Assisting in writing of RFPs, LoEs, and working with the team to establish the relevant marketing strategies- Reviewing creative concepts and media proposals to ensure that they are aligned to the overall strategy

Islamabad

+ Devised marketing strategy for Pakistan's largest 4G LTE operator with 31 Mn customers+ Commercially launched and managed data products, including budgeting, delivering insights & action plans, go-to-market strategy, promotion on digital / social media / TV / Outdoors+ 2017: Devised customized 4G campaigns and diversified data products which led to 4G subscriber base growth of more than 190% (from 1.9Mn to 5.5Mn) and annual company-wide revenue growth of more than 25%+ 2018: revamped entire data portfolio, with aggressive nationwide promotions (including collaborations with WhatsApp and Google) plus focused regional products. Results: revenue growth of 25% (2X industry average), 4G base growth of 82% (5.5Mn to 10Mn)

Islamabad

+ Led ATL & BTL campaigns for entire company including: Internet (mobile data, broadband, devices), Voice, Postpaid (B2B & B2C), FinTech, and internal communication+ Repositioned Zong 4G as a data-centric, progressive brand for a new generation. Alongside ATL/BTL, rebooted digital assets and partnered with Google and Facebook. As a result, H2 2016 was the best half in revenue, recharge, and 4G growth in company history+ Devised brand strategy, ensuring compliance across all mediums (digital/social media, media, activation); 360 degree campaign development for ATL (television, radio, digital, social media, out-of-home), BTL (point-of-sale, text & calls based); managing A&P budget+ Rolled out 40+ ATL (thematic & tactical) campaigns to augment Zong 4G as a stronger, preferred brand (27% spike in BHT KPIs 2016 vs 2014/15) and revenue (H2 outperforming H1, H1 2016 outperforming H1 2014/15)

Lahore

+ Led advertising & digital strategy for PepsiCo's Flavored & Snacks line (Mountain Dew, 7UP, Mirinda, Sting, Lays, Cheetos, Wavy); planning, competition analysis, consumer research; plus planning for CSR and humanitarian clients+ Part of core team that won Pakistan’s first Bronze Lion at the Cannes Lions International Festival of Creativity for campaign #NotABugSplat for the Reprieve Foundation (for Best Low Budget Campaign); also shortlisted for Ambient Media; Use of Non-traditional Campaign in the Promo/Activation Lions; and Special Build in the Outdoor Lions (2015)+ Nominated for 2 of 3 finalists for Beverage Campaign of the Year at Pakistan Advertisers' Association Awards (Dew Action, 7UP Foodies, 2014), won for best Public Service Campaign for internal CSR effort, ‘Work That Works for All’ (2014) + Implanted at PepsiCo to devise and roll out the first Mountain Dew extreme sports activation 'Dew Action', managing ATL & social media campaigns and culminating with a turnout of 16,000+ people, largest in Pakistan's history and gaining international attention + Mountain Dew and 7UP gained record BHT growth & sales in 2013-2014, with Mountain Dew becoming Pakistan's first beverage to sell more than 100 Million 24 Oz Cases (2013)

Sydney, Australia

+ Promoted Samsung's latest line of SMART TVs in 4 districts of Sydney+ Demonstrated and guided walk-in customers at leading outlets, build relationships with the major malls, and reported results and observations to Samsung Marketing+ After strong sales, promoted to training & coaching new batches of Ambassadors

Islamabad

+ Executed ATL / BTL development and rollout for the postpaid and corporate brands for Jazz, Pakistan’s largest telecom operator with 52 Mn customers + Relaunched the postpaid brand as mainstream and approachable with digital integration & diversified offerings, leading to BHT rise 35%, sales rise 23% (2009-2010)+ Partnered with Motorola on Pakistan's 1st Android phone, Motorola Droid (2010), and with RIM on BlackBerry to position Jazz as an innovation leader (2008-2011)

Karachi

+ Oversaw communication output (collateral, branding, digital) for Pakistan’s largest multinational bank+ Developed and rolled out Standard Chartered's Intranet Portal for the first time in Pakistan, in coordination with an international cross-functional team

Islamabad

+ Interned under the Creative Director to learn the 360 advertising production process, including rotations in Accounts, Strategy, Creative, and Design; primary client was Telenor, one of Pakistan's leading telecoms

Specialization, Digital Marketing

This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. The courses.

Masters In Advertising & Public Relations, Public Relations, Advertising, And Applied Communication, Distinctions In: Corporate Communication, Advertising Production, Media & Pr

Activities and Societies: Film Club, Photography Club + Specialized in: Advertising Strategy, Digital and Corporate Communications

Bachelor Of Science (Honors), Business/Managerial Economics

Activities and Societies: Model UN, Community Service Society, Cultural Society, Dramatics Society (2003-2007) Bachelors (Hons).