Karachi Division, Sindh, Pakistan
With nearly a quarter-century of expertise, I am a results-driven marketing leader defined by my ability to build departments from the ground up, revive legacy institutions, and forge high-impact cultural partnerships. My journey is defined by three major brand transformations: Cheezious (Building a National Powerhouse): As the Head of Marketing, I built the entire marketing department from scratch—recruiting the team, establishing the processes, and launching the digital-first strategy that transformed Cheezious into a national success story. A key pillar of this growth was the Strategic Partnership with Peshawar Zalmi, a collaboration I spearheaded to bridge food, sports, and community, solidifying Cheezious as a "love brand" across Pakistan. United King (Modernizing a Legacy): I led the strategic evolution of this iconic household name, proposing and architecting a Comprehensive Brand Revamp. By addressing emerging 2026 consumer trends and restructuring the entire brand model, I ensured that United King’s traditional strengths were seamlessly translated into a modern, competitive market identity. Shaheen Air (The Identity Revamp): I orchestrated a top-to-bottom brand transformation for one of Pakistan’s major carriers. This was a total overhaul of the airline’s identity and communication strategy, successfully reclaiming its status and relevance in a hyper-competitive aviation landscape. Core Expertise & Strategic Pillars: 1-Departmental Architecture: A proven record of recruiting talent, setting KPIs, and building high-performing marketing functions from zero. 2-Strategic Partnerships & IMC: Expert at identifying and executing massive collaborations (like PSL/Peshawar Zalmi) that amplify brand reach and resonance. 3-Wholistic Brand Management: Architecting Communication Pyramids and modern brand models that unify PR, Social Media, and Brand Identity into a singular, powerful voice. 4-Diversified Industry Mastery: From the skies with Shaheen Air to the everyday essentials of Vey Water, Wah! Brands, and the loyalty ecosystems of Bogo.pk. I believe that the most effective marketing lives at the intersection of human emotion and analytical precision. I thrive in high-stakes environments where I can lead cross-functional teams to exceed expectations and differentiate businesses in overcrowded markets. Whether it is navigating complex market shifts or leveraging emerging technologies to engage modern audiences, my goal remains constant: to propel brands to their highest potential through innovative, disciplined strategy.
Leading the marketing strategy and execution for one of Pakistan’s most iconic Food brand with 40+ years of legacy. I oversee brand management, digital marketing, activations, and communications to strengthen United King’s market presence and drive growth across retail and e-commerce channels. Key contributions include: Developing and executing Integrated Marketing Communications (IMC) plans to boost brand recognition and engagement. Driving performance marketing initiatives aligned with commercial sales targets, resulting in measurable ROI. Launching successful new product campaigns, enhancing customer reach and loyalty. Leading cross-functional teams, ensuring seamless coordination between marketing, sales, and operations. Strengthening digital footprint and social media presence to build a modern, consumer-first brand identity. Passionate about building purpose-driven brands, aligning marketing with business goals, and creating data-driven strategies that deliver sustainable growth.
Brand is an experience that speaks to customers at each point of contact. Hence, sharing my passion is truly all there is to marketing. To me marketing requires dedication by applying a minimalist approach through creating brands in the consumer's mind. It is a primary component that is crucial to use frame for guidance when creating a brand. Being a result-oriented individual I got the privilege to join this National Fast-food chain. The journey embarked on me by carrying out a comprehensive internal analysis using tools such as Gap Analysis, Strategy Evaluation, SWOT Analysis and others. I drove improvement across all platforms by refining strategies to reflect latest trends and industry changes. I spearhead implementation of revenue growth by using a pull strategy and closely monitoring the impact on business indicators such as revenue, profitability and others. After analyzing the historical data, I devised a strategy to target the right audience. Drove internal readiness and through close coordination with the Operations delivered transactional growth in delivery. I conducted market research to ascertain consumer preferences, anticipate current fast-food trends, and monitor competitive activity through articulate and execute efficient marketing plans by increasing sales, user growth, and brand recognition. Achieved a milestone through revamping the brand by creating a unique brand experience tailored to meet customer’s specific needs through outlet designs, updated menus, enhanced packaging, uniform designs, and optimized customer experience. Moreover, I devised innovative ways by increasing performance via the CRM department, and improved customer satisfaction rates by 28%. I also partnered with media agencies to collaborate on goals and execute the strategies to accomplish them, using consumer data to discover and design the customers’ journey linked to the target buyers to boost the effectiveness of campaigns.
It’s been a pleasure to be honored to get pride in achieving success in the bottled-water business by acquiring 40% massive growth within the business entities, which led to increased supplies to ‘blue chip’ businesses, particularly in the utilities, banking and financial services sectors. In this achievement, my aim to deliver, played an exceptional role by having a firm plan of action. Crafting a comprehensive strategy by evaluating execution. I voiced my brand through marketing by redesigning the brand’s identity. Also, the development and implementation of a digital marketing strategy broadened the clientele, which resulted in the recognition of the brand and maximizing profits. The main highlights for the year were an increase in market share through untapped segments followed by increased tactical methods by 33% and launching unit growth through targeting the corporate and retail markets. I became mindful of the untapped potential in the water bottle business and joined forces to shed light on the untapped markets in the household segment. Through this, I discovered the unexplored household sector and obtained up to 5% of the market. I implemented successful tactical methods employing supply to major retail chains and independent regional merchants increasing by 33%. Being able to flourishingly enhance conventional water bottles and launch new SKUs to the market. 3 new SKUs with varying bottle capacities—600 ml, 1.5 l, and 6.3 l—were released to target the corporate and retail markets. Achieving a month-over-month rise in product sales was a pinnacle which lead to the: 3,000–30,000 bottles that can be returned 1200 to 22,000 cartons of bottles with various capacities. Due to the strategic approach and the basic necessity for the entirety of life besides the rise in global warming, the sales led to a 35% increase in the business turnover from last year. I thrive to brand my customers' voices by being one step ahead in serving the needs of clients.
I was responsible for driving revenue expansion and developing strategic partnerships with corporate clients. I oversaw a dynamic sales team and interacted with cross-functional departments to achieve corporate goals, with a focus on providing exceptional results. In my work, I created and implemented successful sales strategies to extend the client base and enhance total sales volume. I had market research conducted to uncover new trends, consumer demands and competition analysis. The data derived from research enabled me to make informed decisions and adapt our solutions to client needs. I had the PSO and Bank Al Falah applications integrated into ours. This integration not only enhanced the user experience but also expanded our reach and accessibility to a larger consumer base. Using the possibilities of these applications, I was able to strengthen our sales approaches and tap into new opportunities in the business sector. I advertised our gift cards to doctors and pharmaceutical firms through the Bogo application and its unique "buy one get one free" offer. This engaging value offer resonated with our target demographic, resulting in higher corporate sales. I also used pull-through marketing methods to engage and recruit large vendors. I successfully persuaded these suppliers to join Bogo. pk by demonstrating the benefits and value of our goods and services. This not only helped to strengthen our reputation as a reliable e-commerce platform, but it also resulted in successful collaborations and improved revenues. Throughout my period, outstanding successes distinguished my performance. I increased Bogo. pk's core B2B revenues by 14% in six months. This growth was a direct result of my astute sales approach, good application integration, and targeted marketing campaigns.
I, at Shaheen Air International, was honored to make an effort in identifying and prioritizing the data for audience segmentation, conducting trend forecasts by predicting future growth potential that led to the airline's success besides capturing marketing data, and evaluating competitors’ performance simultaneously. I revamped brand identity by replacing outdated marketing strategies with new and comprehensive campaigns through improved program strategy, segmentation, monitoring, optimization and reporting across marketing channels through composite targets. Worked on designing impactful marketing campaigns through powerful stories. One such story was the successful crafting of Shaheen’s vision by striking a visual of an eagle; writing “Shaheen” in Urdu on the eagle by giving a notion of the feeling of belonging. Further, launched Shaheen Mobile App to enable passengers to instantly make flight bookings and enjoy discounted rates on passenger services. After the national carrier PIA, Shaheen Air was Pakistan's second-largest airline to lead the Hajj operation during my tenure. We achieved the pinnacle through different Marketing strategies by targeting the right channels; the sources being social media, newspapers, distribution of pamphlets, and communicating in mosques and religion groups. I managed to hit the bullseye by developing and executing integrated multichannel marketing strategies to increase brand awareness by generating leads. As a result, increased website traffic by gaining organic followers. In this brief tenure, I managed to gain followers from 70 thousand to 1 million. I analyzed the sales funnel by overhauling the e-commerce platform from 0.4% to 10% revenue base sales, leading to 5.5 crores monthly average sales through cross-promotional marketing. The gratification I got in my tenure to succeed in my aims gave me the confidence to flourish in my career.