Key responsibilities: 
- Global Brand Director of new generation reduced risk tobacco & herbal heating products
- Leading a cross category team comprising of brand, industrial design, consumer experience, digital, social and network of WPP agencies for product design to 360 content and consumer experience development for global deployment  

Key achievements:
- Led full repositioning of brand from value segment to premium with full revamp
of positioning, identity, expression and brand experience
- Delivered category defying growth in 2022 (highest share growth in category) and in 2023 (fasted growth in brand imagery)  
- Led worldwide 'marketing campaign development' way of work and brand capability transformation work streams

Global Brand Director- glo

Key achievements:
- Transformational change in global positioning and expression of Dunhill 
- Brand came back at growth momentum in key global footprints leveraging new positioning and proposition, amid difficult external environment

Global Brand Director- Dunhill

Key Responsibility:
- Global brand strategy, creative communication and innovation pipeline development for two international premium brands (Dunhill & Kent)

Key achievements:
- Delivered 3% NTO growth under a difficult external operating environment 
- Lead brand deployments in key geographies, like Brazil, South Africa, Romania, South Korea, Malaysia etc.

International Brand Manager- Dunhill & Kent

Key Responsibility:
- Lead the Premium Portfolio, of one of the Top 10 countries of BAT Group, consisting of Benson & Hedges and John Player Gold Leaf
- Global Lead of Benson & Hedges brand development (e.g. brand guideline, packaging, Consumer engagement- online and offline), which is available in 34 countries of Asia Pacific & Middle East and Africa & Latin America
- Lead Marketing Transformation, i.e. creating digitally enabled ecosystem, for BAT Bangladesh
- Lead and manage a team of 9, consisting of Brand Managers, Consumer Engagement Manager, Digital Activation Manager and Modern Trade Manager.
 
Key Achievement:
- Delivered industry defying growth of Premium Brands (+27% in 2017 vs 2016) which was highest within BAT Group in a given year
- Led the development of B&H Brand Code (Brand Guideline) for B&H selling markets of the Group, a project delivered through cooperation of 3 continents and 3 global creative agencies

Group Brand Manager, Premium Brands; Global Lead of Benson & Hedges

A 5-month deputation in External Affairs Department to learn and support Business Sustainability challenges of the industry and BAT Bangladesh.

Regulatory Affairs Manager

Key Responsibility:
- Lead the Marketing Function (Brand, Strategy & Planning and Business Development) of BAT Levant & Yemen Zone, comprising of 6 Middle East countries- Lebanon, Jordan, Palestine, Iraq, Syria and Yemen
- As a Zone Leadership Team Member and Middle East Marketing Leadership Team Member, drive business and people agenda, namely – SLA, P&E, integration between area/zone/end market, groom local talent etc
- Bring in new ideas and approaches to breakthrough a profitable zone contributing 44% of Middle East tobacco industry volume and GBP 450 mln (35% of ME)of annual profit pool 

Key Achievement:
- Delivered unprecedented growth amid war, economic crisis and mass exodus- grew both volume (+2pp in ’15 vs ’14) and profit (158% in ’15 vs ’14)

Head of Marketing- Levant & Yemen

Key responsibility:
- Lead the 2nd largest TM&D region of BAT Bangladesh in terms of geographic spread & outlet universe 
- Lead regional business worth $300 million annual turnover and a team of 28 management and 2300+ non-management/ contractual

Key achievement:
- Fastest growing TM&D region of BAT Bangladesh in 2014; grown unprecedented 3.4pp SOM in 2014 vs. 2013
- Delivered 3 times higher volume growth in 2013 vs. last 3 years growth together (+0.8 bln, +18% vol growth, fastest growing TM&D region)

Regional Sales & Distribution Manager

Key responsibility:
- Led a portfolio of brands (#3) in the largest segment (60%) of Bangladesh tobacco industry which was faced with intense price war
- Set up newly created brand team with strategy, process, people and action plan

Key achievement:
- Launched 1 international brand and 1 brand variant 
- BAT Low gained 3.5%+ SOM for two consecutive years in ‘11 & ‘12
- Bristol (drive brand in portfolio) became fastest growing cigarette brand in industry

Brand Manager- Low Segment

Asiatic Experiential Marketing Limited (A JWT affiliate) 

Key responsibility: 
- Portfolio planning- Identify and select set of prospective clients and forecast volume 
- Strategic planning for company and key client brands
- Stakeholder engagement for key clients, like- ICC (Dubai), Nokia EA, BATB, BBC WST, GP, Sesame Street NY
- Lead the production team during key strategic projects

Key projects and achievements: 
- Core production team member for planning and execution of ICC Cricket World Cup 2011 opening program on Feb 17th 2011
- Led the production team in some of the biggest events/activations of recent time 
     * 10th anniversary celebration of Bangladesh Test Cricket
     * ICC Cricket World Cup 2011 Trophy Launch Campaign and Event in Dhaka on Jan 10th 2010
     * Rock The Legends campaign in Jan 2011 for Nokia
     * Tribute consumer engagement platform for BATB during 2010
     * Business consultant for Sesame Street NY, a partner organization of Sisimpur Bangladesh (a sister concern of Asiatic 360)
- Initiated Digital Marketing Services in the AEML portfolio
- Conceptualization of first ever structured social media activation in Bangladesh (client- Nokia)
- Organizational reengineering- Reengineered overall people and process for Asiatic Events to support its endeavor to become the biggest and most acclaimed Experiential Marketing Agency in Bangladesh.

Associate Executive Director

Lancaster University

An advanced level Marketing Masters course focusing on marketing research and brand marketing. Beside the taught courses, wrote an original piece of dissertation on Brand Building Model of E-brands (Google as the case study).

Student

British American Tobacco

Key achievements:
- Designated brand achieved highest youth preference share in industry
- Brand portfolio continued growth momentum withstanding year on year price increase
- Led the cross functional team in protecting premium segment share and reputation amidst launch of leading global competition brand 
- Conceptualized and rolled out two most sought after youth appealing engagement platform of last decade- TRIBUTE and AURUM.

Brand Executive- Dunhill and B&H

Area Manager (Sales & Distribution)

Territory Officer (Sales & Distribution)

Two decades of experience in commercial and consumer marketing in global, regional and local leadership roles in FTSE100 company and communication agency. 

Change maker, purposefully radical - that’s what defines me. Audacious goal, powerfully refreshing yet commercially effective ideas and fully empowered ‘one team’ is how one can see me passionately owning, driving and celebrating work. Inclusion, openness, authenticity, simplicity and human connection are the values I grew up with and nurture.

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