Turab Randhawa Email and Phone Number

METAGOOD is Pakistan's Disruptive AgTech+Biotechnology Startup upcycling Bio Waste to Circular Products for Soil & Protein Health. The Purpose is a Future Ready Pakistan.

The System Change Impact Design Thinkers, Engineers & Venturers for Balance on the Good Planet!

Tremendous Strategy, Design Thinking & Disruption for Real Impact & SDGs, focused on Greater Soil Health, Protein Health & Public Health in The Global South.

Pakistan & The Global South FOR BIOWASTE VALORISATION, CIRCULAR ECONOMY, BIOECONOMY & GREEN ECONOMY

A System Change Council & Collective of Local & Global Architects, Urban Planners, Green Design Thinkers & Biophilic Design Experts working for Good Planet Design Thinking for the Sustainability of Pakistan & The Global South

Project Consultant at Pakistan's First Vertical Forest by the 101Group.com

1. "Dear Papajani" Principal Campaign Agitator- The Outdoor and Digital Storytelling Campaign.2. 45 Anniversary Brand Lift " Re-Imagining Kaam Kaam Kaam, and repositioning recall to "aaram ka hay naam". A transition to "The Name of Comfort."3. Initiator, developer and executor of Supreme HOPE- 2019 CSR AWARD FOR CAUSED BASE Community Innovation.- Mirpur Earthquake

• E- Commerce & Digital Brands Business Architecture• Content and Creative Communication & Design• Retail Brands Amplification• Stakeholders Product Planning and Amplification• Consumer Products Development Partner

A Intensive Brand, Marketing, Operations, Customer Relationship, Digital Communications and Business Strategy Overhaul.Master Group of Companies Flagship Brand is Master Molty Foam- Pakistan’s Number 1 Mattress Brand in term of sales volume. The Sleep Products industry in Pakistan is worth approximately USD200 million a year with an annual growth of 10-13% based on current estimates. Master Group of Mattress Brands account for 50% share of the market, with the 2nd ranked competitor Diamond Supreme Foam accounting for 13% share of the market. External and International Partnership Management & Route to Customer Acquisition Role for Master Molty Foam Brand - Group Flagship Brand, Master Celeste-Luxury Mattress Brand & Master Offysis- Office Furniture Brand• Customer Acquisition & Retention Strategy – All Business Products Division• Health Care Partnerships and Product Development• Customer Lifetime Value (CLTV) Analysis & Opportunity Creation• Professional Sport and Global Team Affiliation- Licensing, Localization & Branding Architecture• Value Added Co-Brand Partnerships for Health & Wellness Lifestyle Integration• Content & Influencer Partnerships• Annual Brand Campaigns - Creative, Brand Purpose, and Media Spend Advisory & Optimization• Category Opportunity Creation by Search Analysis – Brand Story and Product Marketing (Google)

Diamond Group is a 40-Year-old Business Entity with National Brands and Product Lines Across • Sleep & Health Care- Diamond Supreme Foam & Dolce Vita-Luxury Sleep Systems, • Luxury Furniture- Dolce Vita Home, • Tyres- Diamond Tyres & Tubes, • Commercial & Residential Insulation - Diamond Jumbolon. As Chief Brands & Strategy Officer, I developed my own job scope and JD's undertaking a transformative role to redefine and reposition all the groups brands in the following capacity:• Developing an amalgamated Business, Products, and Consumer Centric strategy for each business brand at executable phases• New Product & Brands Development• Luxury Retail Business Architecture Development• Brand Creative and Message Development• Industry & B2C Landscape Transformation• Customer Product Experience Transformation• Brands Digitization• Corporate Reputation Management• Creating CSR Mandates, and Community Programs • A Corporate Capital "Groupthink" Creation and Movement• Along with Brand(s) perception enhancements at all levels

Under my stewardship the firm offered the strongest bouquet of value added services provided by any Public Relations Firm in Pakistan. This includes the integration of creative campaigning and ideation, social media management, brand identity development, & corporate communication strategies.Responsibilities include managing on behalf of clients:• Media & marketing strategies• Creative conceptualization & development• Corporate communication & Crisis communication management• Planning layouts and content ideation for Blogs, Newsletters, and Features/ Articles• Content Strategy• Brand Management• Events & Activations• Social Media strategies• B2B Activities• Copywriting• Brand Inception from concept to business readiness roadmapsThis led to a strong understanding of the inner workings and the business strategic transformative process required to connect to customers across major industry sectors including:• Petroleum (downstream pipeline) & lubricants• Textiles, and Leather Manufacturing• Fashion• Healthcare• Food Production and Distribution• Luxury Goods• Hair, Beauty and Makeup• Sport (Worked With FIFA)• Food & Leisure Hospitality• Paint & Coating• Mattresses and Sleep Products• Real Estate & Property Marketplaces• FurnitureClients Serviced Include Halcyon Medicare, Total Parco Pakistan, Veranda Bistro, The Noodle House Pakistan, Hanif Jewellers, Damas Jewellery Boutique, HSA Leather, Pakistan Fashion Design Council, Master Paints, TONI&GUY Lahore, Depilex Beauty Clinic & Institute- Pakistan Largest Beauty Chain, KUENE, Malaysia My Second Home Program, Kamran Sheikh Interior Design, Yogen Fruz, Nirala Sweets, Star Corporation(Abu Dhabi), Pakistan Furniture Council, KKT SPINE, Zameen.com and several others.

Promoted to a strategic role, I was responsible for overall direction and management of the product’s brand and business development, along with the brand positioning of the product via development of brand activation strategies within the market. As manager of the Product (Channel), the critical role was to engage key departments such as Marketing, Sales, Distribution, Public Relations, Talent Artist Management, V.A.S, and the Centralized Creative department in ensuring acute management of content, P&L, brand and market positioning via viewership and advertising revenue.Responsibilities include:• Business/Financial planning and analysis for the Product (channel)• Development, activation & management of product brand values.• Understanding audience viewership trends and injecting the analysis of the data within the scope of the business and its brand building.• Predict, design and develop content via the FPC and Transmission charts• Commissioning of outsourced and ready made content• Transference of knowledge and skill set to others• Generation and monitoring of processes and methods of practice with regards to relevant dependent departments workflow and productivity output.• Ensuring quality control of programs/content in line with creative and business brand of Product (channel)• Delivering a complete Product(channel) in line with the organization’s vision and mandate of Network Head of the Multimedia Division

Wateen Telecom is a converged communication services provider based in Lahore, Pakistan, and is a sister concern of Warid Telecom. The company was incorporated in 2005 and began its operations in 2007 with the deployment of the largest fibre optic network in the country.In line with Wateen’s vision for launching a satellite television channel, my position was defined as the brand custodian of the channel, and I was in charge of three sub-divisions:1. Concept division2. Graphic & Animation Division3. Audio Design DivisionAnd my responsibilities included:• Development of the brand identity of the channel in line with the Network Head’s vision• Streamlining creative brand building and brand communication identities within the creative products• Conceptualization, Development and completion of programming concepts in line with channel’s brand identity• Ensure conceptualization, Development & completion of On-Air Promotions, Channel Graphics, animations and production design in line with creative brand identities• Ensure conceptualization, development & completion of marketing collaterals and print design in line with brand communication identities and values• Management of the concerned teams to maintain and coordinate genuine vision and integrity of Creative department in fulfilling its role in and function as a key department of the channel.• Generation and Monitoring of processes and methods of practice with regards to team member’s workflow and productivity output.

Pakistan’s Only Premier Luxury Leisure and Hospitality FacilityResponsibilities included• the Re-definition & development of overall organization’s brand and those of its sub divisions through marketing & brand communication strategies.• development of organization’s product brands, product revenue streams and execution of overall brand activation strategies, • development and sustaining of all marketing, brand development and communication operations of the organization brand including the conceptualization and management of all ATL & BTL activities• key role in developing and maintaining strategies for all revenue generating departments:1. F & B sales2. Membership sales,3. Corporate & M.I.C.E Sales,4. Golf, Recreation, Event and Entertainment division

Undertook a South Asian project for Singapore Education Center, a private subsidiary of a Singaporean Group, in partnership with the Singapore Tourism Board.Project definitions were to map sales and brand building and activation strategies raising awareness, and profiling Singapore as a Global Educations Hub for both the private and government education providers. Responsibilities include:• Brand Singapore as a Lifestyle center and an international education hub via accentuating dynamism in culture, economy and social life • Plan and lead the combination of ATL & BTL strategy and activities • Plan student recruitment drives through events and media communications. • Establishing business and media relationship channels with local partners.

The SME was a supply chain management and solutions company offering warehousing through to end-user delivery. Among our clients included Singapore Post, Hewlett Packard, & Texas InstrumentsJob responsibilities included• Business and brand development via corporate communication strategies. • Brand the dynamism and functionalities of our range of services to new potential cliental. • Assist in business operations through advanced business relationship and competitive pricing strategies • Communicate a corporate culture to existing clients,I successfully raised the brand value of the company via implementing logistic communication tools that raised our KPI values with our service partners, and assisted in successful contract reviews. During this time I also stretched out beyond communication into overall operation management with the planning and management of new divisions that gathered a 6-figure (SGD) revenue over 6 months, - tripling turnover for the company from the previous financial year.

Industries I connected to during this period includes• Healthcare• Telecom• Tobacco• Adult Beverages• Media & Music• EntertainmentWorked as a project consultant on 1. the brand and sales planning for a medical distribution company, with 2 factories in China, for their range of medical disposables and portable defibrillators. ♣ Worked with healthcare professionals and pharmaceutical partners to develop a first aid kit for homes and offices that would be uniquely supported by a 24/7 hotline monitored by trained medical professionals.♣ This first of its kind service in the region would assist in providing precision primary care service during medical accidents and emergencies via SMS/Telephone/Mobile in partnership with Maxis Telecom while awaiting the arrival of the medical first responder unit.2. Oversaw projects on 3 new music restaurants and clubs, along with 2 “street concert” television events that included a network of International artists from USA and UK in the capacity of ♣ Media & Content Rights♣ Corporate Sponsorship♣ Branding♣ Product Placement

Group of food, beverage and entertainment outlets in Bangsar and Sri Hartamas, Kuala Lumpur.Job responsibilities included • Overall Brand operations and development• Overall Marketing operations• Incorporating functionality and context, in business communication techniques to appeal to corporate brand sponsorship and brand affiliation.• Researching event branding opportunities• Formulating media advertising and promotion strategies.I secured annual commercial contracts in the form of branding, product placement, and annual events with International brands like Guinness Anchor Berhad (Limited), Japan Tobacco, and Godfrey Phillips, the Malaysian subsidiary of Phillip Morrison.

Scriptwriting, Directing, Editing, Production. Wrote and directed 3 Short Films/Ads for Public Access Television under University Umbrella. Versatile in various genres including; Documentary; Government and Social Ads; Business and Consumer Advertising; Corporate Video production, Music Videos.

Co-organized Music Festivals (from 300 strong to 7000 strong crowds in 2 years) with strong brand networking focus (Perth, Melbourne, Adelaide, Sydney), while I toured performed with International artists from United Kingdom (Apache Indian, Bally Sagoo, Panjabi MC, RDB etc.)

Passionate about Music, I started personal training as a D.J while serving National Service in the Singapore Armed Forces. Worked and assisted in marketing several food and beverage businesses and entertainment venues, in Singapore before undertaking degree program in Australia