Consulting

Helping Brands Take Center Stage:

I'm a passionate consultant specializing in empowering Indie brands to achieve sustainable and profitable growth.  Leveraging my experience in brand building, e-commerce, DTC, and retail partnerships, I help start-ups:

•	Build Compelling Brands: Craft captivating brand architecture and communication strategies for Instagram, Facebook, YouTube, and TikTok, fostering brand loyalty and engagement.
•	Scale E-commerce & DTC Channels: Craft winning strategies to reach new audiences, optimize conversion rates, and unlock sustainable e-commerce growth.
•	Navigate Retail Partnerships: Develop strategic partnerships with leading retailers to expand brand reach and drive profitable sales.
•	Fuel Profitable Growth: Implement data-driven strategies to maximize ROI and ensure your brand thrives in a competitive landscape.

I'm dedicated to partnering with ambitious indie brands to unlock their full potential from concept to execution. Let's connect if you're ready to take your brand to the next level!

Brand & Strategy Consultant | Fractional CMO

HERbeauty

●	0 to 100,000 units in Year 1
●	Lead multiple functions including brand development, brand building, digital, performance marketing, trade marketing & company operations.
●	Spearheaded the establishment and growth of HERbeauty, an innovative Indie-beauty start-up within Fatima Group, as the first employee and key leader. Successfully assembled and managed a team of 8 talented individuals, driving the company's initial setup and development.
●	Crafted a comprehensive financial business case, devised a diverse range of exceptional skincare products including leading development with R&D team, and formulated a compelling brand bible, laying a solid foundation for HERbeauty's success. Orchestrated numerous projects, including the creation of strategic marketing, advertising, and trade marketing initiatives, as well as the establishment of robust online and offline sales channels.
●	Orchestrated a successful brand launch on various offline and online platforms, effectively leveraging O+O including direct-to-consumer (DTC) channels, beauty specialist e-commerce pure players, digital marketplaces, top-end retail outlets, and owned kiosks. Implemented a channel margin strategy to maximize profitability and ensured seamless execution of the go-to-market (GTM) infrastructure and digital strategies.

www.joinHERbeauty.com

Head of Marketing & Operations

L'Oréal

Lead Skin Care for L’Oréal Pakistan which included L’Oréal Paris & Garnier Franchise.

Highlights/Key Responsibilities:
•	Launched a PPP portfolio for SkinCare to support mass distribution of L’Oreal Pakistan Products
•	Communication & Influencer strategy for Skin Care, defining growth pillars and 2020 Key Focus Brands
•	Relaunched Skin Active with a locally shot TVC, relaunched Garnier Men with new spokesperson Ahad Raza Mir
•	New business launches 
•     Revamping digital & e-commerce strategy for business in light of the new normal
•	E-commerce events - Eid Sales, Live Shows, Partner Collaborations with performance marketing and ROI KPIs
•	Upskilling of team on developing brand love and strategy

Group Product Manager

Portfolio:
Rio, Gluco, Sandwiches & Click.

Achievements:
- SLIM Silver DIGIS Award on Rio - Best Campaign South Asia - International Segment

Senior Brand Manager

Colgate-Palmolive

•	Leading a Fabric Care portfolio of 3 brands and NPD.
•	Plan and execute marketing programs to build brand equity for assigned category/ brands, both short and long term
•	Monitor & analyse sales and market information, to thoroughly understand the consumer and competitive frames, and communicate findings to management on a regular basis
•	Develop and communicate clear expectations and objectives to internal and external partners for assigned projects, motivate teamwork to strive for company result
•	Finance management on category including profit & loss (P&L) and advertisement & consumer promotion
•	Digital lead for Colgate-Palmolive Pakistan - Strategically lead Digital/Social Media. Provide Support to develop & implement internal and external communications.
•	Establish Digital Strategy,  hire & train digital agencies, evaluate digital agencies and manage the relationship with brand teams
•	Ongoing education of brand managers on the importance of digital, role of different digital mediums and how to build a digital strategy.

Senior Brand Manager & Head of Digital

•	Express Power: Delivered double digit growth, revamped packaging and relaunched brand with a new TVC campaign with a clear positioning. 
•	E-Commerce: Developed the entire vendor list of e-tailers to get the company listed on e-commerce websites, negotiated margins and distribution strategy. Aligned stock levels and payments terms with e-tailers and got all internal stakeholders and management aligned for e-commerce launch


Brand Manager - Colgate Great Regular Flavor - Equity Brand
August 2015 – August 2016

- Responsible for all brand building activities for Pakistan's biggest toothpaste brand
- Responsible for P&L of the brand while managing marketing spends
- Leading Colgate Bright Smiles Bright Futures Program (BSBF) in Pakistan. 
Colgate Bright Smiles, Bright Futures® is among the most far-reaching, successful children's oral health initiatives in the world. With long-standing partnerships with governments, schools and communities, Colgate Bright Smiles, Bright Futures® has reached more than half a billion children across 80 countries with free dental screenings and oral health education. 
www.colgatebsbf.com
- Responsible for conducting Dental Health Month in coordination with the national dental community
- Lead for executing Colgate Global Art Contest in Pakistan

Brand Manager - Fabric Care | Head of Digital & E-Com

Unilever

- Hired as a Personal Care/Beauty Resource

Brand Building
Oral Care & Deos - Axe, Rexona & Close Up
May 2014 - Aug 2015 (1 year 4 months)

Innovation Lead - Direct coordination with global BD teams

Achievements: 
- Launch of the deodorant category by launching the brand Rexona (Roll Ons) and Fragrances with Axe Signature Series
- Qual & Quant research analysis on consumer behavior and target population to access current usage and entry barriers in the category. 
- Complete launch strategy, cat strat alignment with region, finalization of the business case and local adaptation of all assets. 
- Started work on an extensive habit building program to inculcate personal hygiene habits and educate on body odor and difference between a body spray and anti-perspirant. 
- Execution of an effective TV, Radio & Outdoor plan to support the launch of the category.

- Launch of CloseUp Diamond Attraction (Premium Whitening Range)
- Complete launch strategy, cat strat alignment with region, finalization of the business case and local adaptation of all assets. 
- Focused on premiumization of the category to ensure brand is margin accretive.
- Extensive digital strategy and execution plan, including coverage of Facebook, Google and bloogers. (Including partnering with premium events, leveraging on digital and digital specific content creation)
- Partnered with CD to develop premium instore assets that demanded shelf space and reinstated the premium positioning of the brand.

- Relaunch of CloseUp core range with new communication, packaging change and a change in positioning of the brand.
- Planning and execution of an extensive college program called "Make Your Move"​.
- Created content through on ground activations and leveraged on digital to capture more audiences.
- Complete digital integration
- Delivered highest growth in the past 5 years in 2014.

Skin Care H&B 
February 2014 - May 2014 (4 months)

Portfolio: Vaseline & Pond's Lotions
Relaunch of Vaseline Healthy White

Assistant Brand Manager - Oral Care & Deos

Nestlé Pakistan

New Category/Brand Launch:  Comprehensive launch of the confectionary business in Pakistan by launching a brand called “Nestle CRUNCH”.

•	Research: U&A study of the Pakistani confectionary market, deep study of the needstates, flavor preference studies, focus groups and consumer connects to give birth to a winning product concept. Delivering 60/40 win for the product.
•	Technical: Active part of the project of setting up Nestlé’s confectionary plant in Pakistan, including owning the timelines and active coordination with the regional technical team. Actively involved in product testing, Shelf life testing and sensory evaluation. 
•	Trade: Comprehensive trade strategy, best in class execution in-store, setting up of numeric & weighted targets and setting up the route to market. Played an active part in applying global best practices to the Pakistani market. Designed POS material to generate excellent call to action. 
•	Brand: Implementation of the extensive ‘Brand Building Nestle Way’, using the U&A study and consumer insights to give birth to an entirely new brand identity, big idea and communication plan. Heading concept and shoot of two TVCs with high scores on the link test. Execution of an outdoor campaign, radio campaign and sampling & activation campaign to generate 55% overall awareness & 16% overall trial of the brand in just 3 months after launch. 
•	Strategy: Active part of the business vision and plan for the next 5 years, including I&R generations, new product launches, investments required and volume & value projections.
•	Digital: The Digital Champion for the business unit, designed a digital framework with the global digital acceleration team (DAT) and manage a digital agency in running the digital front of the brand.
•	Innovation and Renovation Manager 
•	Nestle Continuous Excellence (NCE) Champion: Lead to implement NCE across the unit to ensure proactive assessment, cut wastes & align cross functional teams with the 5 year business plan.

Assistant Brand Manager - Nestlé CRUNCH

Ismail Industries Limited

Assistant Brand Manager - Snackcity
April 2011 – June 2012 (1 year 3 months)  

Independently handled the entire snacks division, reported directly to the marketing manager. 

Brands included Kurleez (Crinkle Cut Potato Crisps), Crunch (Plain Cut Potato Crisps), Chillz (Potato Sticks), Peanuts and Nimko.

Achievements:

- New Brand Launch: Crunch (Including execution of media campaign, Ad concept & shoot, POS designing)
- Chillz Relaunch (Including packaging design change, Jingle development followed by a radio campaign, activations and branding in colleges, launch of Rs.20 SKU)
- Kurleez Relaunch (New Commercial Concept and Shoot, POS, Packaging Change and Media Campaign)

- Expertise: Know how about packaging films, potato crisps plant functions, potato life cycle, seasonings and salty snacks merchandising techniques.

Assistant Brand Manager - Bisconni
May 2010 – April 2011 (1 year) 

• Responsibilities/Achievements:
- Launched Project “Smart” which consisted of changing the value preposition and packaging of the entire Bisconni portfolio.
- Managed 6 brands independently.
- Managed the re-launch media campaign for Coconut Cookies

Assistant Brand Manager

Citibank

Relationship Manager

GlaxoSmithKline

Internee

Results-driven senior marketing executive with over 15 years of experience in CPG & Beauty marketing. Proven track record of developing and executing successful product & business launches and marketing strategies that have resulted in increased brand awareness, sales, and market share. 

Skilled in brand strategy, integrated marketing, digital marketing, offline and online GTM, P&L management, trade marketing, performance marketing and customer-centricity. Adept at driving growth through targeted media planning, content development, and omni-channel engagement. 

Experienced in developing marketing partnerships and sponsorships to maximize brand exposure and revenue. Passionate about delivering exceptional customer experiences and driving customer journey optimization as well as an expert in project delivery from concept to business case to market launch.

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