Led 3 distributions with combined annual volume of 5-million-unit crates and achieved 92% monthly volume against regional average of 75%
Optimized discounts and rationed direct marketing expenses to achieve 95% revenue targets against 80% national average.
Leveraged unique brand positions of Coca Cola, Sprite, and Fanta to achieve 105% penetration targets across all 10 SKUs against a regional average of 78%
Ideated and executed CCI Next - an industry-first app-based pre-selling solution.
Crafted and executed a self-initiated project to improve urban and rural distributions and teams across three cities: Faisalabad, Jhang, and Lahore resulting in a 40% improvement in sales discipline across 3 metrics, Call Completion, Success Rate, and Time-in-Market.
Introduced and implemented national Pre-Seller Professional Development Plan based on Carol Dweck’s Growth Mind-set model to inculcate positive mindset and improve leadership qualities and sales excellence.
Dec 2021 - Jun 2022
7 months
Pakistan
CMO
NearSphere
Formulated a boot-strapped brand strategy from A to Z, which included marketing campaigns leveraging viral content, and establishing robust social media presences resulting in 1,000+ organic sign ups from 7 countries in the first month of launch.
Monitored user activity over 2 weeks and implemented strategies rooted in story-telling and enriched user experience to reach a wider user-base resulting in 400 additional sign-ups from North America and Europe
Created pitch decks for multiple investors, including Y-Combinator and Andreessen Horowitz (a16z)
Developed a team of 5 people on a common goal by successfully harvesting synergies between different competencies and interpersonal skills.
Jun 2021 - Aug 2023
2 years 3 months
Brand Management Intern
Adcom x Leo Burnett
Devised content strategy for Sunridge Foods and increased impressions by 2 million across Meta’s platforms.
Created copy-based content for Mercedes-Benz and Phillip Morris International
Led the client account of MContent, blockchain based company, effectively devising brand strategies, digital marketing campaigns, and influencer marketing resulting in a market capitalization of $10 million for the company.
Jun 2018 - Jun 2022
4 years 1 month
Copywriter & Co-Owner
The Writing Lab
Wrote over 1 million words of SEO-optimized copies for different international clients, including Nike, Puma, Range Rover, and Vaporesso, generating over $500,000 through Fiverr.
Led a team of 18 writers and 7 editors with 4% attrition rate over 5-years-time.
Pakistan
Marketing Strategy Consultant
Bykeas
Responsible for customer profiling and spearheading initial market assessments for Bykeas grocery delivery service, Khareed Lao.
Identified potential pitfalls and system errors in user’s in-app experience leading to improved user activity.
Developed and pitched a breakthrough idea to introduce "top-up cards" to improve methods of payment.
Became Bykea’s delivery partner (rider) for a full-month and made 200+ grocery deliveries to conduct on-ground research, gather insights, and understand user experience and pain points.
Karachi, Pakistan
Writing Consultant
Cowasjee Centre
Served as the lead for Writing Centers programs that help NTHP students to improve their writing and reading which reduces the disparity between students at IBA.
Volunteered for Human Resource Training Program as the communication expert/trainer.
Pakistan
Founder
TCCP
Founded a not-for-profit company, The Conscious Clean Project, that conducted multiple seminars, training and placement programs for blue collar employees to ensure their fair treatment and compensation from third-party employers.
Pakistan
Social Intern
Zindagi Trust
Developed teachers training manual and taught English to students from a diverse socioeconomic background.