Senior Marketer with experience in the Consumer Goods and Sports Management Industries.Held various leadership and director roles within PepsiCo Asia Pacific & Coca-Cola Export Corporation, Middle East amongst other key leadership positions.Key Highlights:Director Marketing & Commercial at Pakistan Cricket Board (PCB): Responsible for the commercial operations of the PCB, particularly focusing on enhancing the revenue streams through sponsorships, partnerships, and branding initiatives. Franchise Director at PepsiCo: Role involved managing franchise operations and driving business growth in the region. Chief Marketing Officer for Sutas Dairy: Responsible for overseeing the marketing strategies, which included product development, market analysis, and brand positioning.Marketing Manager at Coca-Cola Middle East: Early career at Coca-Cola involved managing marketing campaigns and initiatives that significantly impacted brand awareness and consumer engagement in the Middle East region.Indra Nooyi Award: Recognized with the Indra Nooyi Award for Outstanding Contribution to PepsiCo International, which highlights his significant impact on the company’s growth and strategic initiatives during his tenure.Throughout his career, Usman Waheed has demonstrated strong leadership and strategic vision, making substantial contributions to the organizations he has worked for. Joined Ten Sports Network as Senior Vice President in October, 2024.Has previous Sports Industry Marketing experience having led Coca-Cola Middle East football activations in collaboration with FIFA. Managed the Coke sponsorship for the inaugural FIFA Club and Beach Soccer World Cups in the UAE.Qualifications:MSc Management & Information Systems with academic distinction (University of Manchester, United Kingdom)Master of Business Administration (LUMS, Graduated with Dean's Honors)BSc (Hons) Economics (LUMS)Publications: 2005 "Information Systems Outsourcing Success: A Client-Service Provider Gap Analysis in Pakistan", Journal of Information Technology Management, Volume XV, Numbers 1-2, pp. 1-13.  2005 'Relationship Antecedents in Outsourcing Success: Empirical Investigation of Three Outsourcing Relationships'. International Resource Management Association (IRMA), International Conference, May 15-18 2005, San Diego, USA with A. Molla and A. Okunoye (Co-authors). Specialties: Marketing Management, Information Systems, Data Analytics, Revenue Management