Available to hire
Experienced F&B industry professional with 12 years of expertise in managing global and local brands, specialising in innovation, sustainability, health, and nutrition, along with brand launches and campaign execution across the globe.
Enhanced multi-channel marketing and digital presence, driving +3% top-line growth and improving bottom line by 500 basis points across various categories
Experience Level
Work Experience
Category Marketing Manager at Unilever Food Solutions
March 1, 2022 - January 1, 2024Developed and streamlined the future growth strategy for UFS Pakistan in collaboration with key business leaders, prioritizing operator groups, Top10 incremental growth, penetration, and savory innovations. Recognized for ensuring business continuity amid economic challenges in Pakistan in 2022 and 2023 by safeguarding a 4bn PKR portfolio. Led portfolio optimization, delivering 70bps efficiency in 2022 and 110bps in 2023 in the Dressings category. Initiated a margin-friendly 12-quarter innovation roadmap.
Brand Manager, UFS Pakistan & Sri Lanka at Unilever Food Solutions
June 1, 2018 - February 1, 2022Remotely managed a team of two brand specialists in UAE and Sri Lanka to support on-ground delivery. Awarded 'Stronger Together Hero' by UFS Global in 2020 for pivoting the business during COVID by launching Food Solution product range in retail. Led Knorr Professional Pan Asian Sauces launch across Arabia, Egypt and Sri Lanka (April 2021) achieving 95% iTO and 320 iReach in the first year. Spearheaded the COVID-era launch of Chicken Flavored Seasoning Powder in Sri Lanka (iTO €230K, reach 1206 in eight months). Managed end-to-end launch of Hellmann’s flavored mayonnaise (Cheese & Garlic) in PK (2019) with 85% iTO and 157% reach vs target. Collaborated with McDonald’s to launch Mint Mayo and Garlic Mayo (combined iTO €135K in first year). Spearheaded the Biryani Mix launch in Sri Lanka (Nov 2018) reaching 260 new operators and €45K iTO in year 1. Awarded Innovation Champion in 2019 for launching two blockbuster innovations in Pakistan and Sri Lanka in 6 months. Led the transi
Asst Brand Manager at National Foods Limited
March 1, 2015 - October 1, 2017Led first-ever digital season campaign resulting in 4.3 million impressions with a reach of 1.4 million. Launched Pickle Rs.20 sachet based on consumer insight, driving profitable range mix and +18% incremental sales in six months. Desserts category saw market share increase from 20.5% to 28.5% (HHP, May 2017) with converter activations across 6 cities. Re-launched Modern Desserts in 2016 with a 360-degree marketing campaign – 'Jaisay Dil Chahye'. Jams category market share rose from 36.5% to 39.6% (RMS, June 2017) with season activations across 7 cities. Built and leveraged a 500-member Chefs-at-Home database during Ramadan campaigns and generated significant positive product reviews and social engagement.
Asst Manager Planning at Mullen Lowe & Rauf
May 1, 2012 - March 1, 2015Responsible for campaign debriefs, market research, and devising strategy and vision for creative briefs. Constructed brand keys and defined positioning for brands like English Biscuits Manufacturers, Nestle Dairy, Stylo & Amir Adnan.
Education
Master of Business Administration (MBA) at SZABIST
January 11, 2030 - January 1, 2014Bachelor of Business Administration (BBA) at SZABIST
January 11, 2030 - January 1, 2012Qualifications
Design Thinking
January 11, 2030 - June 2, 2026SCRUM Master
January 11, 2030 - June 2, 2026Net Revenue Management Level 1
January 11, 2030 - June 2, 2026Net Revenue Management Level 2
January 11, 2030 - June 2, 2026Innoflex
January 11, 2030 - June 2, 2026Industry Experience
Consumer Goods, Retail, Professional Services, Media & Entertainment, Other
Experience Level
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