Dubai, United Arab Emirates
Leading the Media, Brand & IoT function at Samsung for GCC markets; by bringing together Media, Brand Marketing, Insights, Big Data, and SmartThings under one powerhouse unit - I thrive on solving complex brand challenges, using data-driven insights, and driving real consumer connections. With 12+ years of experience across brand, creative, media, and business strategy, I’ve helped shaped marketing success for world class brands like Samsung, Marlboro, Parliament, Pantene, FCA, Pandora, PROTON, EFU Life Insurance, and Arçelik – Dawlance. From strategy to execution, I know what it takes to make brands stand out and grow, with the necessary disruption to catch consumer attention. I believe in finding order in chaos, turning insights into impact, and driving change through collaboration; by pushing boundaries, sparking innovation, and delivering measurable results.
Leading the Brand & IoT (SmartThings) team in the Corporate Marketing division for Gulf markets; centralizing the Media, Partnerships & Insights (CMI) mandate under one hub.
• Spearheaded comprehensive brand marketing strategies with a focus on driving brand engagement and market positioning across multiple channels, including digital, ecommerce, social media, and influencer activations. • Leading cross-functional teams in executing integrated marketing initiatives, ensuring alignment with business objectives and brand guidelines with HQ. • Established and nurtured strategic partnerships to amplify brand reach and drive mutually beneficial outcomes, resulting in increased market share and brand loyalty: - Dubai Esports and Gaming Festival 2024 - Partnership with DET - Fazaa Emirati Women's Day in collaboration with Ministry of Interior, Abu Dhabi - X-Factor Dubai 2024 - In collaboration with Dubai TV & M for Media • Leveraged data-driven insights to optimize media investments and maximize ROI, achieving significant cost savings and enhanced performance across media channels (online, offline, e-com).
• Pioneered media innovation agenda by collaborating with key partners to test and implement cutting-edge technologies and platforms, driving continuous improvement and competitive advantage. • Managed total media budget expenditure and forecasting, ensuring financial accuracy and compliance with operational standards and audit requirements. • Manage advertising and paid media budget (~45M USD annual) allocating internal and external resources to maximize reach and impact by collaborating cross-functionally, including marketing, creative, ecommerce, data & analytics, to align all media efforts with business priorities. • Deliver regular reports and insights to provide key stakeholders with a clear understanding of overall media and performance marketing, trends, and areas for improvement. • Develop and execute media strategy aligned with Samsung’s marketing objectives, supporting new flagship launches and promotions to drive optimal performance and ROI for Samsung.com • Lead collaborations with global teams for alignment and consistency across markets for consistency • Manage and execute JBPs across priority platform partners (such as META, TikTok, Snapchat, Google)
Focusing on consumer centric, data driven solutions to maintain the value share equation and drive growth on CC business for Value & Premium brands CORE RESPONSIBILITIES: - Supported on development & deployment of 3-year portfolio strategy on CC, understanding triggers, barriers & opportunities for the category - Collaborated with the innovation team for RPP deployment through cycle management for timely launches for new initiatives (i.e: Marlboro NTDs, Parliament Red) - Lead CCX agenda to build awareness focusing on key brand choice drivers via active communication on imageries, blend, price & experience pillars - Developed & equipped Commercial & Trade with comms. arsenal to bridge perception gaps to enhance imageries - Explore & challenge status quo for new avenues in post CTAG dark market to enable brand building for PMPKL - Mobilize & collaborate with key commercial teams while end to end handling of agency partners to build business strategy & develop marketing collateral - Collaborate and lead projects with Corporate Communications for holistic brand strategy on CSR and Corp. brand narrative (Sustainability, Youth Access Prevention, Employer Brand initiatives) - Own brand patrimony as local custodian to guarantee the brand ID and ensure all executions are in line with the global brand purpose for PMPKL
Led Mediavest Portfolio as Planning Lead while assisting Associate Director on business growth priorities with focus on digital-first narrative for driving leadership targets and delivering strategic superiority. Awards & Accolades Won: - 2021 SILVER EFFIE (Pakistan): EFU HUMRAHI Campaign – Branded Content Category - 2020 PAKISTAN DIGI AWARDS: Dawlance Sync App Campaign - Best Digital Marketing Communications (Video) - 2020 GOLD EFFIE (Pakistan): Dawlance Service Campaign – Home Appliances Category - 2020 GOLD EFFIE (Pakistan): EFU HUMRAHI Campaign – Branded Content Category - 2019 MAA GOLDEN GLOBE: EFU HUMRAHI Campaign - Best Use of Media CORE RESPONSIBILITIES: ▪ Create & deliver brand communication plans for portfolio of 22 clients while leading video neutral planning for digital leadership & maximizing ▪ Ensure cross-departmental proficiencies via internal / external capability building ▪ Initiate consumer research for brand analysis for data driven corrective actions ▪ Harbor mutual long & short-term gains via effective P&L management among stakeholder interests to meet bottom-line targets for agency
Leading the planning portfolio of 15+ clients ranging from Finance, Home Appliances, Insurance, Electronic Goods and Consumer Goods verticals of the industry; leading a team of 10+ planning, buying and digital resources.
Leading hybrid media planning and strategy with touch-point optimization to help brand with the ambitious market share targets achievement across media for P&G's Detergents & Baby Care categories in Pakistan, along with assisting the Head of Planning across P&G Pakistan portfolio. Key Achievements as Planning Lead for P&G: ▪ Launched P&G's first brand re-stage for Pampers in local market via targeting male audience for #DadsCanChange initiative - 2019 ▪ Launched Ariel Dho Daal Moments initiative as the lead for P&G and PSL stakeholders for the brand's first ever passion point integration during Pakistan Super League 2019 ▪ Successfully led a collaborative team between Pantene & HUM Sitaray, Pakistan’s premier fashion channel, to launch the 2nd Pantene HUM Showcase Week - 2018 ▪ Led and executed the Bachpan Non-Stop campaign for Safeguard 2018 (Local Market 5-Star Initiative) Key Responsibilities: Managing relationships & supervising cross-departmental efforts for effective campaigns - Overlooking annual strategies & analyses for all P&G brands present in Pakistan - Analyze and respond to changing media trends to ensure sufficiency on P&G brands - Supervising the cross-media amplification strategies for branded entertainment in sync with overall brand communication. - Develop and execute the strategy to manage digital & traditional plans, driving maximum ROI - Driving digital budgets for P&G to ensure allocation in accordance with Global priorities - Leading video-neutral planning (TV + YouTube) to drive digital leadership & maximize ROI - Leading the Planning team to ensure meeting client expectations & deliveries - Assisting the brand teams with communication development based on global guidelines for digital first initiatives (Pampers #DadsCanChange & Ariel #TouchofLove Downy)
Looking after the MediaVest portfolio spread across Pakistan with a variety of clients ranging from FMCG, Appliances, Property, Consumer Goods, Paints, Banking & other industries. Key Achievements: ▪ Successfully led a collaborative team between National Foods, IFLIX & Patari, for the launch of National Ka Pakistan Season 5 featuring Chef Saadat and Shuja Haider for a media agnostic 360-degree launch Responsibilities: - Creating and delivering integrated channel & communication plans with IMC approach - Leading video-neutral planning (TV + YouTube) to drive digital leadership & maximize ROI - Managing client relationships and across departments for effective media campaigns - Generating content-based media strategy to spark positive impact on communications - Led the planning wing of the division during several key pitches for new business development, while also developing additional revenue streams from existing client portfolio - Managing a portfolio of 22 accounts as Planning & Strategy Lead from across Pakistan Internally moved to Starcom (Procter & Gamble account) from January 2018
Responsible for digital media planning, strategy, and execution along with client service and new business development. Key Achievements: ▪ Led FCA’s largest campaign on Digital in GCC for the launch of Jeep - “My Jeep Stories” - 2016 ▪ Successfully led Pandora's re-stage across MENA region, while also collaborating with & leading the partner divisions across GCC markets for a holistic communication strategy - 2016 ▪ Successfully executed #BatmanvSuperman Jeep Renegade Campaign via Twitter team vote execution Responsibilities: - Liaising with stakeholders throughout GCC for effective brand communication solutions - Leveraging insights from consumer & market studies to strengthen & amplify media plans - Generating content-based media strategy to spark positive impact on communications - Serving as account lead for Fiat Chrysler Automotive, Pandora & managing new business - Creating integrated media plans in alliance with regional communication guidelines - Coordinate & manage client expectations along with exploring new digital solutions across all GCC vendors - Participating & actively acquiring new business by contributing to strategic planning process throughout pitch development & delivery