Introduction

About Me

"Learn, unlearn and relearn"

I am Pakistan's first cloud marketing professional with experience in fields of marketing, communications (Internal and External), market research, brand management, integrated new product development and corporate training.

My corporate experience with mega groups like Dawlance Pvt. and Lakson Group have helped me define that consumer centricity is and should be at the core of any brand.

“A Brand is a promise. It is a promise to meet and exceed customer expectations"

Business Description

A Lakson Group Company, Cybernet is a billion PKR brand and one of the largest enterprise network and data service providers in Pakistan. Cybernet offers various innovative technology services to more than 7000 enterprise customers across 52 cities and towns of Pakistan.

My Skills

insight-generation
event-management
marketing-research
advertising
work-ethic
brand-management
customer-insight
product-management
public-relations
cloud-marketing
new-business-development
marketing-management
brand-development
integrated-marketing
marketing-communications
marketing
leadership
market-planning
team-management
corporate-communications
cross-functional-team-leadership
product-development
time-management
lead-generation
analysis
management
budgets
competitive-analysis
product-launch
market-analysis
marketing-strategy
consumer-behaviour
media-planning
crm

Work/Experience

Assistant Brand/Marketing Manager at Cyber Internet Service Provider (Pvt) Ltd.

November 2011 - Present
Cybernet, a Subsidiary of Lakson Group of Companies, is a leading Internet and Data Communication Network Service Provider in Pakistan. Cybernet offers various innovative technology services to more than 7000 enterprise customers across 52 cities and towns of Pakistan.

Job Responsibilities:
• Developing and executing an extensive enterprise marketing plan for various launch and promotional activities. Launched “Pakistan’s first Cloud Computing Service Provider” RapidCompute a division of Cybernet
• Developing and executing Enterprise 2.0 awareness sessions titled “Leveraging the cloud to build a smarter organization”. This platform has currently increased the sales lead generation by up to 180% for south and central regions
• Rebranding our Intelligent Optical Network brand (ION) to better reflect with its image of future proof technology
• Developing and executing an internal and external marketing strategy with HR department to promote employee recruitment and retention
• Promoting Cybernet’s brand statement “Total Quality Network”. The statement communicates our commitment to our customers.
• Developing all promotional collateral including brochures, websites, print/web advertising, consumer giveaways, displays etc.
• Effectively positioning each product/service as per brand vision of a premium service provider
• Developing employee social responsibility programs which reflect Cybernet’s vision
• Working with cross functional teams to develop and implement an integrated product development process for new product initiatives
• Handling public relations for Cybernet brand and product/service offerings

Assistant Manager Brand and Corporate Communications at Dawlance Group of Companies

July 2011 - October 2011
Dawlance is a research based organization and the market leader having a 50%+ market
share of the overall home appliances industry as well as exporting to countries like U.A.E.
(Dawlance Brand), Saudi Arabia (Dawlance & OEM), Qatar, Libya, Nigeria, Sudan, Kuwait,
Iran and Iraq.

Job Responsibilities:
• Responsible for developing year round event and activation plans for an overall BTL
budget of approximately Rs. 100 million
• Keeping track of the agency KPIs scoring sheet on a monthly basis
• Coordinating with the PR agency for monthly PR performance report & quarterly analysis
• Coordinating with the ATL agency for design of all artwork. Additional responsibility of
evaluating ad concepts in order to exceed consumer expectations
• Preparing PR and BTL briefs in liaison with internal customers
• Directly supervising Dawlance events, brand activations and press conferences
• Generating ideas for market branding, keeping in mind shopper’s habits and on-ground
competition activities
• Brand standing is a true reflection of the efforts as put in by the marketing department.
In 2010 Dawlance was rated as the 7th most favorite brand of Pakistan (out of 3500
Brands, Source: Brand Elections) and in 2011 Dawlance was rated as the No.1 home
appliances (across 26 cities Source: ACNielsen Pakistan)

Marketing Writer at Writer (Marketingbeyondborders.com, Trango.co and Pakmediablog.net)

March 2010 - Present
Covering topics concerning consumer behavior, media management and brand strategy for the Asian region

Assistant Manager Research at Dawlance Group of Companies

January 2010 - June 2011
Responsible for developing year round marketing research plans for an overall research
budget of approximately Rs. 10 million. Based on my performance was able to justify a
100% budget increase from management for FY 2011

Job Responsibilities:
• Developed a pre launch product concept testing mechanism with ACNielsen Pakistan.
Synchronizing Dawlance’s integrated product development process
• Coordinated with category managers and provided them with marketing solutions for
their areas of concern. Developed calorie count mechanism for Dawlance Cal Indicator
microwaves with relevant category manager
• Designed, developed and executed a research project with MEMRB Pakistan for United
Sales Limited, a subsidiary company of Dawlance Pvt. Limited to evaluate consumer
understanding of USLs USP of Diyanat/ Islamic Financing and uncover barriers and
motivators of installment based purchasing.
• Designed a Brand Asset Valuation mechanism based on (brand strength/brand statute).
This survey was done yearly on 8000 consumers in Karachi, Lahore and Islamabad
across 5 product categories
• Designed and conducted monthly consumer in-house visits to discuss new product
developments, for better category understanding
• Designing, conducting and analyzing pre and post product campaign researches
• Preparing presentations for marketing department with key consumer insights from in-house
research, with key recommendations / corrective actions / way forward

Visiting Faculty at SZABIST

April 2009 - Present
• Taught a variety of subjects to BBA Students at SZABIST: Marketing Research, Pakistan Studies, Business Communication & Sociology
• Taught Marketing Basics under the SMEDA Program at SZABIST

Founder and Project Manager at Creativ Solutions

March 2009 - December 2009
Creativ Solutions was founded as a customer centric business solutions company. The vision of the organization was to propose designated/un-designated solutions to private and public sector businesses. Our focus was on new product/service development, brand management and human resource solutions.

• Designed and presented Behtr to multiple organizations. Behtr is a cooperative consumer micropayments model aimed at refurbishing ageing apartment complexes in Pakistan
• Designed and proposed a mystery shopper initiative to Fusion restaurant

Intern at ABN AMRO Bank N.V.

May 2008 - July 2008
• Developed a research into the product launch response of ABN AMRO Realtor Project (Secured Assets Department)
• Developed and conducted a research into the effectiveness of FORTUNE magazine free subscription to ABN AMRO Van Goh Customers (Secured Assets Department)

Intern at Colgate Palmolive

May 2005 - July 2005
• Conducted retail audit and home visits to determine market and consumer trends in Oral Care Categories (Sales and Marketing Department)
• Conducted a consumer research amongst users of competitive toothpaste brands in order to determine usage behavior and purchase drivers (Marketing Department)

Education

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology

Degree: MBA
Field of Study: Marketing

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology

Degree: BBA
Field of Study: Marketing

Commecs Institute of Business Education

Degree: Intermediate
Field of Study: Commerce

BVS Parsi High School

Degree: Matriculation
Field of Study: Commerce

Certifications

Strategic Marketing

Authority: Lahore University of Management Sciences
Start Date: May 01, 2014

Digital Marketing Master Class

Authority: PAS - Michael Leander
Start Date: May 01, 2013

The Best of Global Digital Marketing 2013

Authority: Terrabiz - Mike Berry
Start Date: Mar 01, 2013

Beyond Selling

Authority: Franklin Covey Pakistan - Ali Khurrum Pasha
Start Date: Feb 01, 2012

Consumer Multimedia Index (CMi)

Authority: MEMRB Pakistan
Start Date: Aug 01, 2011

Languages

French

Proficiency: Elementary Proficiency

Publications

Want to Market Better? Think Like a Consumer

Publication: ProBlogger.com
Date: Apr 24, 2014
Consumer centricity is a hot topic in marketing circles. Organizations across the globe are trying to “get in touch” with the consumer through multiple methodologies.

Why Marketer’s Lose Out

Publication: Trango.co
Date: Nov 11, 2013
In a family of gifted doctors and dentists, I was proud being the first masters degree holder – having gained something that was an achievement for me and my family. Then one of my brothers rejected that notion, he said “little brother honestly it’s not that big a deal.”

Location

Contact Information

Karachi Pakistan

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