Commercial Strategy and Planning of Condiments Categories in the South Cluster for all channels:1) Driving and collaborating with 12 Zonal Managers and South Modern Trade team as part of regional leadership to achieve category goals and objectives (Business Value of ~PKR 7 Billion annually)2) Planning and executing customized trade plans: tailored as per need of individual towns and zones3) Category-focused approach to identify and overcome any bottlenecks that arise in the dynamic market4) Ensuring optimum ROI against all the plans executed in the cluster5) Developing multiple trackers to track efficiency of running plans and category performance. Highlighting opportunities on the go to support sales team in achieving category objectives6) Category development plans by identifying areas of opportunity in the market

The scope of the previous role was expanded to national level:1) Strategizing RTM for over 250 distributions and sub- distributions in both urban and rural areas of the country2) Led the distribution model transition from ROI to fixed margin of top 10 towns leading to significant cost savings for the year3) Improved national Bill Productivity average by 12% through certain interventions including a distributors competition4) Planned and achieved coverage expansion goals for the fiscal year leading to an efficient achievement of company's volume objectives (Business Development)5) ROI forecasting: Projected Vs Actualized ROI analysis to plan required intervention so smooth business operations can be ensured in collaboration with the sales teams6) Tracking KPIs including Bill Productivity, vehicle utilization, SKUs per bill and drop size to drive efficiencies across distributions

Strategizing the Route-to-Market in Condiments business to drive efficiencies in South cluster (Karachi and Multan Regions)1) Responsible for the efficient RTM operations of over 100 distributions in the cluster2) Devising and supporting the sales team to achieve coverage expansion goals for the year3) Incentivizing the distribution partners and sales team to drive focus towards KPI-based sales and fundamentals

Led a team of 2 Territory Managers and 25 DSF and merchandisers in the General Trade business of Karachi City:1) Responsible for 3000+ retail outlets in certain areas of the city with a portfolio of 250+ SKUs: Dettol, Harpic, Mortein, Veet, Strepsils, Durex, Cherry and Robin2) Forecast, plan and deliver a business value of PKR ~300 Million annually from one structured distribution3) Driving area growth and development by adding at least 500 new outlets during the tenure4) Training the team on core KPIs including call productivity, bill productivity, Must-Stock SKUs, lines per order and in-store visibility to build capability5) Ensured optimum distribution ROI by controlling RTM costs and ensuring right SKU mix on distribution floor

Managed a strategic account, Carrefour (Majid Al-Futtaim), in this role:1) Responsible to deliver business value of ~PKR 300 Million annually from all doors in Lahore city2) Ensured Joint Business Plan compliance throughout the year: Category SOS, activations, range availability and stock depth3) Access to germ protection range during COVID: Ensured speed-to-market by planning inventories and displays of Dettol portfolio leading to 2X growth for the account4) Managing a team of 8 merchandisers to ensure contractual compliance and On shelf availability5) Planning and executing promotion cycles throughout the year in collaboration with the trade marketing team and business partners to ensure optimized ROI

Rotated in 4 different functions during the first 8 months to gain business understanding:1) Brand Marketing (Healthcare Portfolio): - Worked on Gaviscon x Wingitt Campaign to drive brand association and TOM awareness of Heartburn and acidity - Led Disprin Week to achieve +19% GOLY2) Commercial Finance & Treasury:- Understanding of business P&L (topline and bottomline mechanics, cost controls)3) Supply Chain:- Month-Long placement at the Karachi Warehouse- Understanding daily load planning and channel codes where stocks were reserved- Observed warehousing practices and shared a report on areas of improvement- Shared recommendations on why a separate branch code is required for Modern Trade to ensure smooth supply to key accounts4) Trade Marketing:- End to end launch and execution of Neighbourhood Store Program in the Retail channel nationally. Inducted 5000+ stores in 2 months leading to a +32% GOLY in Q1

1) Responsible to lead and supervise the events and productions of one of the biggest societies at LUMS. 2) Recruited and mentored over 150 team members to develop and polish their skills.3) Guided and supervised the team in successful execution of FiLUMS International Film Festival 2018, a flagship event held at Al-Hamra Arts Council for the first time in history in collaboration with Ministry of Youth and Sports Pakistan. 4) The festival attracted a footfall of over 5000 attendees and was executed under a budget of about PKR 4 million.

Responsibilities include:1) Event approvals2) Getting purchase requisites for events raised by Extracurricular officials3) Coordinating with procurement personnel of LUMS to ensure payment to and communicating with registered vendors4) Arrange for travel air tickets of guest celebrities5) Ensure smoothness of events by fulfilling urgent logistical requirements by departments6) Procurement of productions equipment7) Annual equipment audit

As part of my Summer internship program 2018, I worked on the following projects for 6 weeks and earned the title of Best Intern:1) Patient Awareness Campaign - Anxiety and Depression: To boost performance of Seroxat CR, I designed a disease awareness campaign for the product. I created content in accordance with GSK codes and regulations for the following marketing channels:- Mass SMS- Health Care Professional videos- Poster- Localisation of brochure for General Anxiety Disorder (GAD)- Localisation of anti-depressant medication leafletI was able to get the campaign on its execution phase before the internship ended.2) Data Analysis and Manipulation of Vaccines Portfolio:As part of this project, I was entrusted with a crucial market sizing tool (VIDA 2018) by the Senior Product Manager that included figures for vaccine sales in Pakistan. I had the following responsibilities:- Update the VIDA file with 2017 sales figures extracted from the IMS Health.- Compare and analyze the difference in doses and values of vaccines in 2016 and 2017.- Evaluate any price fluctuations in vaccines and justifying the price difference. - Assist Senior Product Manager with providing justifications about the VIDA figures using my analysis. The VIDA files from every country helps assess vaccines performance globally.3) Benign Prostatic Hyperplasia (BPH) Webinar for Doctors - Duodart:I assisted the Management Trainee working on this project with numerous tasks including, but not limited to:- Creating content for wall branding- Coordinating with media and creative agencies to ensure timely execution of campaigns- Ensuring timely approval of promotional content- Proofreading content prior to execution- Getting designs localised by the Design Center, a global GSK portal to coordinate with design team of the organisationThe project had strict deadlines. Hence efficient performance with a couple of late sittings were required.

Nearpeer is Pakistan's first largest online learning platform providing students with ease of learning.My responsibilities initially included:1) Design marketing strategies to create awareness about the services among students2) Analyze the effectiveness of campaigns and design strategies for future3) Smooth execution of all strategies4) Recognizing market demand and introducing courses accordinglyAfter significant expansion of the business, the responsibilities are as follows:1) Expanding business database by searching for company officials using LinkedIn and personal contacts2) Contacting companies for sponsorship and partnership with nearpeer3) Setting up meetings of marketing head with interested and potential companies

As part of the internship program in Bone and Pain Franchise of Novartis Pharmaceuticals, I worked on the following projects:1) Market Research of Migraine in Pakistan:- Internet research on current prevalence of Migraine in Pakistan- Interviewing a medical professional to extract information about Migraine- Interviewing a couple of Migraine patients to understand how they deal with this condition- Submit a report with all researched data to marketing manager.2) Availability Campaign for Voltral and Caflam:- Coordinating with finance department to get the budget for campaign approved- Assisting with submission of Purchase Requisites to concerned department- Coordinating with purchasing personnel to check on the final vendor approved for the campaign- Supervising and guiding vendor on the design of Gift Boxes as part of the availability campaign - Ensuring the vendor delivered Gift Boxes with samples of Voltral and Caflam to Doctors on time3) Seminar for Medical Professionals at Arena:- Assisted the Senior Product Manager in organizing the seminar for medical professionals at Arena Karsaz- Coordinated with vendor to ensure the backdrop and standees were prepared and delivered to venue on time- Checked the warehouse to count available standees and get additional printed accordingly- Ensured that the venue was ready well before the starting time of seminar- Ensured smoothness of seminar by coordinating with the staff of Arena in case of unforeseen issuesI coordinated with numerous vendors and Zonal Sales Managers during my two months at Novartis for Pain Talks, Pain Studio at Nathiagali and several other small marketing campaigns.

TripKar promotes travel and tourism in Pakistan. As a blogger, I wrote on several topics including, but not limited to:- Hotels in Pakistan- Tourist attractions in various cities- Travel tips- Festivals and cultures of Pakistan- News Updates