Umair Mohsin Email & Phone Number

United Kingdom

UMDA is a Learning Company. We believe that because technology is decimating how we work, it is time for a company to take up the challenge of upskilling & re-skilling people at scale to thrive in a technology driven world. For this current elearning (self paced systems) are inadequate, since they're primarily topic focused instead of skill focused and usually are not cross-discipline. UMDA has been setup to cater to the future of learning in a world where machines & machine learning are fast out-pacing the pace of human upskilling & development. Using a data oriented approach, UMDA helps cut down learning time, improve pace and engagement and measures the results to your success.Enterprises & individuals depend on UMDA to uncover new opportunities, map out change, transform digitally, revitalize talent, innovate faster and measure their path to success. We enable leaders, teams & learners with the skillsets they need to grow their organizations and their careers faster We Cater To• Individuals• Business• Educational Institutes Today’s fast-moving economies demand a different growth trajectory. Employees stuck in traditional corporate structures are being held back from realizing their own and their company’s potential, from being creative enough or being speedy enough to compete effectively in world where technology is fast out-pacing current human learning speeds and skillsets. Traditional Training is still stuck in classrooms which provide generic, non-relevant, non-engaging courses which take employees away from their daily routines. Worse there's usually no strategic outcome or measurement in place to understand the impact of the training. What’s needed is an organization, designed to work like an agile network, using an experiential cross disciplinary approach, that trains alongside regular daily life to focus on the opportunities and demands of the future. That is UMDA.

Have written over 140 cover stories covering Enterprise, Corporate, SME, Mobility & m-Commerce, Sustainability & Environmental Computing, Govt. Policies On Broadband / Security/ Infrastructure, Embedded Computing, Networks and even Social Impact of technology. Have been published since 2004 in Dawn's Aurora, the leading trade magazine for the advertising & marketing community. Some of the topics written for digital marketing include: • 'Instore, InStyle - Marketing In Retail Stores Using Digital'• 'Marketing To Kids'• 'Meet Generation Now - The New Media Consumer'• 'Whose Afraid Of New Media'• 'Mobile Marketing - Making The Smart Call'• Marketing 2.0'

United Arab Emirates

When people ask me what I do, I simply say 'I Build Brand Cultures' - an umbrella term that covers memetics, ethnography, life-logging, social listening, cultural anthropology, heuristics, semiotics, data science and “cultural forensics” combined with old fashioned brand & strategic frameworks. People oft are quoted saying that 'Culture Eats Strategy For Breakfast' but I personally believe that a great strategy with the right culture context can unleash the potential in any brand. My job is maintaining cultural coherence across a company’s portfolio of brands and ensure it's in line with its cultural strengths, its ideology, the proposition and contextually relevant to its business & consumer / persona. I work with today's brands which need to define their own brand cultures. After helping define and develop the Culture Vision & Purpose, we then help execute and amplify across Engagement (Digital), Play (Gaming), Imagery (Films) & Experiences (Events / Activations) our four divisions. Learn more about us at www.mediaidee.com.About Media Idee: Media Idee Network now spans across 11 companies and over 65 services across 5 countries. Our network includes: MI Digital, MI Events, MI Productions, Media Factor, MI Entertainment, MI Gaming. We are now serving clients in verticals such as Apparel, Retail, FMCG, Ecommerce, Confectionary, Pharma, Food, Home & Garden and Publishing. We are associated with companies such as Nestle, IFFCO, Pfizer, Domino's, Novartis, Home Detail UK, Sandoz and more. MI UK is a registered under the companies act, 2006 at Companies House, Edinburgh on 2nd July, 2013. Company No.: 453673MI USA Business ID: 718576 is registered under Media Idee USA, Limited Liability Company.

United Kingdom

At MI, my purpose is to help you create 'Interactive Stories' That 'Inspire Engagement'. I help build your story in an integrated manner across traditional brand communications & touchpoints married to digital engagement and omni-channel commerce platforms a term we call 'PHYGITAL'. People believe that Digital is about technology and coding and platforms. Whilst a part of digital, at its heart digital is about customer behaviour. Technology maybe the fuel that powers the engine but the net-takeaway always will be the experience and the story you tell. I help you answer the question as to 'How can technology help my brand connect and engage with today’s always-on consumers to stay relevant?'. About MI Digital: Established in 2006, it has lead the market with its pioneering work in Digital Media & Marketing, Ecommerce, Web Development, Social Media and Mobility Based Devices inc. Pull Forms of Marketing, m-commerce and App Development and currently has an international footprint in EMEA region working with Enterprise clients in Middle East, Europe and Pakistan. We are full service providing the infrastructure solutions, application development, media and marketing solutions and on-ground support such as for Digital activations. Our list of services include: EcommerceSEO & SEMWeb & Application DevelopmentMedia Buying ServicesSocial MediaAnalytics & MeasurementDigital SignageMobile Media Buy and Application DevelopmentData Center / Technology Services. Game Development ServicesOur Edge:Creating IDEAL Brand Cultures.Our list of clients: Nestle Pakistan, Pfizer Pakistan, Hilal Foods, 3M Pakistan, Dalda Foods, TCS Connect, TCS Financial Services, Government Of Pakistan, Tapal Tea, Mycab Sweden, Home Detail, UK, GRS Global, UK and more.

Marketing & Advertising in Pakistan is still very much about the primacy and supremacy of using traditional forms of media, yet technology, media and the consumer are dramatically affecting financial, strategic, creative and production decisions for businesses and the ability to recognize and respond effectively to these changes is vital for all future marketeers. This class as preparation for what’s absolutely critical to know in order to survive - to arm students for a career in the era of digital marketing and the power of ideas of a digital age.

Summary Responsible for managing the 120 member team at IceAnimations, the production house of Express Media responsible for animated programming such as Bankay Mian, Palki, Identity and international 3D film projects.Key Responsibilities: • Responsible for all corporate communication for Express News, Express Tribune & Ice Animations including on Digital Media – Websites, Email Newsletters, Social Media.- Designed a consistent look for all marketing collateral that helped to standardize marketing communication and brand identity for Ice Animations. • Liason and Producer for all international film projects with ourpartners such as Toonz. • Researcher for analyzing content trends in the global markets.• Responsible for developing co-production partnerships & network with international production companies. • Reading, researching and assessing ideas and finished scripts.• Sounding board on all creative decisions. Accomplishments: 1. Built the company’s Production Management Department from the ground up, establishing standards, reporting, benchmarks, base lines for each process, departmental goals, objectives, critical success factors and milestones. 2. Conceptualized and pre-produced two concepts for a US Kids TV series – VITA-MEN & CakeLand (Available on Ice Animations website).

Summary: Spearheaded the account team in directing PKR 320 million annual budget, and national/regional advertising and marketing initiatives for top-tier clients. Drove new business, established key account contacts, built relationships, and negotiated contracts. Conceived and executed strategic marketing and advertising solutions through events, productions, PR & Interactive. Key Responsibilities • Established and managed strong client relationships from Managers to C-Level Executives. • Directed established accounts, serving as the strategic leader and passionate advocate for clients such as ICI, Nestle, 3M, Dalda, Mayfair, Tapal, CyberNet, National Foods, BD, Pak-American Fertilizers, Ulkers, Patel Foods Pvt. Ltd. - Lead team of 24 Account Managers, Creative Managers, Production Managers, Supervisors and On-Ground Staff by coaching, celebrating successes and keeping an open dialogue. -Owned the clients’ budget allocation and management. • Regularly delivered proactive, strategic proposals based on marketplace, brand and/or customer insights. - Maggi 'Reach For Your Dreams' created an international world record for 'World's Largest Hand Painted Mural' and grew Maggi's sales by 14% in the quarter.- Nido Gehma Gehmi Brand Activation delivered 3% growth through new trails for the company (verified through independent post activity research) - Developed the launch marketing plan for Ulker's Dankek & Peki. • Analyzed results and developed weekly refinement recommendations; targeting, messaging, communications channels, timing, etc. • Developed solutions and ideas based on each client’s unique business challenges and situation. - BD had a problem with proper disposal of syringes. Developed a campaign to spread awareness and followed up with an on-ground educational campaign.

Summary • Analyzing / Creating brand attributes and brand positioning • Developing communication strategies • Consulting on the creation of naming or nomenclature and visual identity • Ensuring the successful translation of brand attributes in execution • Define and analyze critical new business development opportunities for the company; • Develop business for the company. Key Responsibilities: • Management of the four key divisions of the company including C2 (than named CHQ) our Creative House, Events Division, Production Division and later Interactive Division. - Managed accounts such as ICI, Nestle, Mayfair, Tapal, National Foods, Pak-American Fertilizers. • Managed team of 5 account service professionals. • Drafted annual plans based on business objectives and budget. • Maintained big picture scheduling and implementation of all projects. • Provided leadership throughout project execution. • Developed and reviewed work for strategic consistency and creative integrity. • Reviewed results and provided recommendations based on findings. Accomplishments: 1. Initiated, Setup & Launched the ‘Interactive Division’ of the company in 2006, which gained a footprint in the Dubai & UK markets within 6 months. MI Interactive was a highly profitable division within a year with average margins of 300% on every project. - Launched 'Chillkaro.com', the first branded portal in Pakistan for Tapal Ice Tea. At launch, we were averaging 3000 visitors per month and average engagement time of 7 minutes. - Developed brand worlds for Iglooicecream.com for IFFCO Dubai & MyLondonDairy.com.2. Managed 14 brand launches for Mayfair in their confectionary & Biscuits category including the highly successful 'Cafe' biscuit, the third largest selling brand in biscuit category. 3. Strategized and launched new categories for clients such as National Foods (Ready To Cook & Ready To Eat), Tapal (Ice Tea).

Summary: Oversaw and managed a team of 10 copywriters, graphic designers and proofreader/copy editors for accounts that included P&G, McDonalds & Wyeth Pharma. Key Responsibilities: • Directed copy strategy, conception, and execution for print advertising, radio & broadcast, packaging, corporate communications and in-store collateral. - P&G Wella - Partnered with client research teams to identify segment specific influencers/barriers and then developed messaging and timing to overcome the barriers. • Supervised and final-proof read all Urdu To English Copies.

Summary: Strategized, created, and managed marketing collateral including graphic design, copywriting, PR, photography. Directed corporate presence at trade shows. Key Responsibilities Oversaw a team of 5 graphic designers & copywriters on accounts that included American Express Bank, American Express Travel, BBC London, Hamdard, Young’s Foods, Arif Habib Mutual Funds, Mast FM 103. Accomplishments: Brought the French brand (the largest brand of Young’s Food) back to Blitz DDB.

Bba / Mba, Marketing

Electives in Product Management, Brand Management, Advertising, Consumer Behavior.

Education record