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Work Background
Samsung GulfHead of Media, Brand & IoT (SmartThings)
Mar. 2025Dubai, United Arab EmiratesLeading the Brand & IoT (SmartThings) team in the Corporate Marketing division for Gulf markets; centralizing the Media, Partnerships & Insights (CMI) mandate under one hub.
Samsung GulfMedia Lead - Brand & Partnerships Manager: GCC Region
May. 2024 - Mar. 2025United Arab Emirates• Spearheaded comprehensive brand marketing strategies with a focus on driving brand engagement and market positioning across multiple channels, including digital, ecommerce, social media, and influencer activations.
• Leading cross-functional teams in executing integrated marketing initiatives, ensuring alignment with business objectives and brand guidelines with HQ.
• Established and nurtured strategic partnerships to amplify brand reach and drive mutually beneficial outcomes, resulting in increased market share and brand loyalty: - Dubai Esports and Gaming Festival 2024 - Partnership with DET - Fazaa Emirati Women's Day in collaboration with Ministry of Interior, Abu Dhabi - X-Factor Dubai 2024 - In collaboration with Dubai TV & M for Media
• Leveraged data-driven insights to optimize media investments and maximize ROI, achieving significant cost savings and enhanced performance across media channels (online, offline, e-com).
Samsung GulfMedia and Digital Marketing Manager: GCC Markets
Aug. 2023 - Apr. 2024Dubai, United Arab Emirates• Pioneered media innovation agenda by collaborating with key partners to test and implement cutting-edge technologies and platforms, driving continuous improvement and competitive advantage.
• Managed total media budget expenditure and forecasting, ensuring financial accuracy and compliance with operational standards and audit requirements.
• Manage advertising and paid media budget (~45M USD annual) allocating internal and external resources to maximize reach and impact by collaborating cross-functionally, including marketing, creative, ecommerce, data & analytics, to align all media efforts with business priorities. • Deliver regular reports and insights to provide key stakeholders with a clear understanding of overall media and performance marketing, trends, and areas for improvement.
• Develop and execute media strategy aligned with Samsung’s marketing objectives, supporting new flagship launches and promotions to drive optimal performance and ROI for Samsung.com
• Lead collaborations with global teams for alignment and consistency across markets for consistency
• Manage and execute JBPs across priority platform partners (such as META, TikTok, Snapchat, Google)
Samsung GulfMedia and PR Manager: GCC Region
Aug. 2022 - Sep. 2023United Arab EmiratesDouble-hatting as PR Lead for VD and HA Business to support Head of PR & Corporate Communications
Philip Morris InternationalBrand Manager - Consumer & Customer Experience
Jan. 2022 - Aug. 2022Karachi, PakistanFocusing on consumer centric, data driven solutions to maintain the value share equation and drive growth on CC business for Value & Premium brands CORE RESPONSIBILITIES:
- Supported on development & deployment of 3-year portfolio strategy on CC, understanding triggers, barriers & opportunities for the category
- Collaborated with the innovation team for RPP deployment through cycle management for timely launches for new initiatives (i.e: Marlboro NTDs, Parliament Red)
- Lead CCX agenda to build awareness focusing on key brand choice drivers via active communication on imageries, blend, price & experience pillars
- Developed & equipped Commercial & Trade with comms. arsenal to bridge perception gaps to enhance imageries
- Explore & challenge status quo for new avenues in post CTAG dark market to enable brand building for PMPKL
- Mobilize & collaborate with key commercial teams while end to end handling of agency partners to build business strategy & develop marketing collateral
- Collaborate and lead projects with Corporate Communications for holistic brand strategy on CSR and Corp. brand narrative (Sustainability, Youth Access Prevention, Employer Brand initiatives)
- Own brand patrimony as local custodian to guarantee the brand ID and ensure all executions are in line with the global brand purpose for PMPKL
Philip Morris InternationalAssistant Brand Manager - Consumer & Customer Experience
Feb. 2021 - Jan. 2022Karāchi, Sindh, Pakistan
Brainchild Communications PakistanBusiness Lead - Planning | Mediavest
Jul. 2020 - Feb. 2021Karāchi, Sindh, PakistanLed Mediavest Portfolio as Planning Lead while assisting Associate Director on business growth priorities with focus on digital-first narrative for driving leadership targets and delivering strategic superiority. Awards & Accolades Won: - 2021 SILVER EFFIE (Pakistan): EFU HUMRAHI Campaign – Branded Content Category
- 2020 PAKISTAN DIGI AWARDS: Dawlance Sync App Campaign - Best Digital Marketing Communications (Video)
- 2020 GOLD EFFIE (Pakistan): Dawlance Service Campaign – Home Appliances Category
- 2020 GOLD EFFIE (Pakistan): EFU HUMRAHI Campaign – Branded Content Category
- 2019 MAA GOLDEN GLOBE: EFU HUMRAHI Campaign - Best Use of Media CORE RESPONSIBILITIES:
▪ Create & deliver brand communication plans for portfolio of 22 clients while leading video neutral planning for digital leadership & maximizing
▪ Ensure cross-departmental proficiencies via internal / external capability building
▪ Initiate consumer research for brand analysis for data driven corrective actions
▪ Harbor mutual long & short-term gains via effective P&L management among stakeholder interests to meet bottom-line targets for agency
Brainchild Communications PakistanSenior Associate - Corporate Planning Lead | Mediavest
Dec. 2019 - Jul. 2020Karachi, PakistanLeading the planning portfolio of 15+ clients ranging from Finance, Home Appliances, Insurance, Electronic Goods and Consumer Goods verticals of the industry; leading a team of 10+ planning, buying and digital resources.
Brainchild Communications PakistanSenior Associate I, Category Planning & Strategy Lead - P&G | Starcom
Jan. 2018 - Jun. 2019Karachi, PakistanLeading hybrid media planning and strategy with touch-point optimization to help brand with the ambitious market share targets achievement across media for P&G's Detergents & Baby Care categories in Pakistan, along with assisting the Head of Planning across P&G Pakistan portfolio. Key Achievements as Planning Lead for P&G: ▪ Launched P&G's first brand re-stage for Pampers in local market via targeting male audience for #DadsCanChange initiative - 2019
▪ Launched Ariel Dho Daal Moments initiative as the lead for P&G and PSL stakeholders for the brand's first ever passion point integration during Pakistan Super League 2019 ▪ Successfully led a collaborative team between Pantene & HUM Sitaray, Pakistan’s premier fashion channel, to launch the 2nd Pantene HUM Showcase Week - 2018
▪ Led and executed the Bachpan Non-Stop campaign for Safeguard 2018 (Local Market 5-Star Initiative) Key Responsibilities: Managing relationships & supervising cross-departmental efforts for effective campaigns
- Overlooking annual strategies & analyses for all P&G brands present in Pakistan
- Analyze and respond to changing media trends to ensure sufficiency on P&G brands
- Supervising the cross-media amplification strategies for branded entertainment in sync with overall brand communication.
- Develop and execute the strategy to manage digital & traditional plans, driving maximum ROI
- Driving digital budgets for P&G to ensure allocation in accordance with Global priorities
- Leading video-neutral planning (TV + YouTube) to drive digital leadership & maximize ROI
- Leading the Planning team to ensure meeting client expectations & deliveries
- Assisting the brand teams with communication development based on global guidelines for digital first initiatives (Pampers #DadsCanChange & Ariel #TouchofLove Downy)
Brainchild Communications PakistanSenior Associate I, Planning & Strategy Lead | Mediavest Pakistan
May. 2017 - Dec. 2017Karachi, PakistanLooking after the MediaVest portfolio spread across Pakistan with a variety of clients ranging from FMCG, Appliances, Property, Consumer Goods, Paints, Banking & other industries. Key Achievements: ▪ Successfully led a collaborative team between National Foods, IFLIX & Patari, for the launch of National Ka Pakistan Season 5 featuring Chef Saadat and Shuja Haider for a media agnostic 360-degree launch Responsibilities: - Creating and delivering integrated channel & communication plans with IMC approach
- Leading video-neutral planning (TV + YouTube) to drive digital leadership & maximize ROI
- Managing client relationships and across departments for effective media campaigns
- Generating content-based media strategy to spark positive impact on communications
- Led the planning wing of the division during several key pitches for new business development, while also developing additional revenue streams from existing client portfolio
- Managing a portfolio of 22 accounts as Planning & Strategy Lead from across Pakistan Internally moved to Starcom (Procter & Gamble account) from January 2018
Publicis Middle EastSenior Manager, Digital Media - Optimedia | Publicis Middle East
Mar. 2016 - May. 2017Dubai, United Arab EmiratesResponsible for digital media planning, strategy, and execution along with client service and new business development. Key Achievements: ▪ Led FCA’s largest campaign on Digital in GCC for the launch of Jeep - “My Jeep Stories” - 2016
▪ Successfully led Pandora's re-stage across MENA region, while also collaborating with & leading the partner divisions across GCC markets for a holistic communication strategy - 2016 ▪ Successfully executed #BatmanvSuperman Jeep Renegade Campaign via Twitter team vote execution Responsibilities: - Liaising with stakeholders throughout GCC for effective brand communication solutions
- Leveraging insights from consumer & market studies to strengthen & amplify media plans
- Generating content-based media strategy to spark positive impact on communications
- Serving as account lead for Fiat Chrysler Automotive, Pandora & managing new business
- Creating integrated media plans in alliance with regional communication guidelines
- Coordinate & manage client expectations along with exploring new digital solutions across all GCC vendors
- Participating & actively acquiring new business by contributing to strategic planning process throughout pitch development & delivery
Brainchild Communications PakistanJunior Associate, Planning & Strategy - Procter & Gamble Team | Starcom
May. 2014 - Feb. 2016Karachi, PakistanHandled media planning for P&G Hair & Beauty Care Category in Pakistan; Olay, Head & Shoulders and Pantene, along with client service, strategy, and execution. Key Achievements: ▪ Successfully led Pantene’s first ever theatre collaboration with 360-degree amplification plan through in-project & on-ground mileage – PROJECT GREASE - 2016
▪ Successfully led Pantene’s biggest brand re-stage across all media touchpoints – 2015
▪ Led P&G Pakistan’s first ever in-movie product integration media execution along with a supporting TV & Digital plan for amplification – Na Maloom Afraad – 2014 Responsibilities: - Lead Hair Care brands as support ABM for P&G along with managing planning & strategy
- Developing annual strategies & analyses for each brand by processing data on statistical software such as SPSS and MS Excel sheets, analyzing various BHI’s (TOM, Brand awareness levels, GRPs, Ad awareness levels, Equity Indicators etc.) to give budget & media recommended levels that drive ROI
- Analyzing, reviewing and responding to competitive brands’ media strategies
- Liaising with the regional teams across MENA & India, to help develop brand plans & strategies
- Coordinated & managed client along with working as support ABM for Hair Care
Brainchild Communications PakistanGraduate Management Trainee - Planning & Strategy | Starcom
Feb. 2014 - May. 2014Karachi, PakistanAttended 3 month rigorous training for Planning and Media Buying covering all aspects including strategies for various mediums, usage of Tracking data and Monitoring Reports, managing competition and delivery of plans. Reported to Head of Planning and AM Media for P&G Hair Care brands:
- Managed & planned cross-media strategies for all media vehicles as per brief
- Assisting the HoP in spearheading initiatives within/outside agency to develop cross-media strategies
- Track record of building relationships with clients and key media owners
Creative ChaosSocial Media Strategist - Digital Team, Mobilink
Nov. 2013 - Feb. 2014Karachi, PakistanFunctioning as the moderator / social & digital strategist for Pakistan's biggest telecommunication brand, while also supporting teams within the agency for creative pitches to potential clients. Key Achievements: ▪ Successfully led the social media strategy and execution of Pakistan Idol in collaboration with Mobilink Responsibilities: - Aligned social/digital media strategy to reap results for client’s business
- Evaluated, created and executed digital plans on emerging platforms
- Generated content / execution ideas with other members of the team
- Liaised and coordinated within/outside digital team for new client pitches
- Managed / moderated client’s digital platforms (Facebook/Twitter/Website)
HeadLion GroupCopy/ Concept Writer - Creative Dept.
Mar. 2013 - Nov. 2013KarachiLiaising with clients and interpreting their briefs; Developing creative ideas and concepts in partnership with the art directors; Presenting ideas to colleagues and clients; proofreading copy; amending, revising or redeveloping adverts or campaigns in response to feedback from the creative director, account team or clients and monitoring the effectiveness of advertising campaigns through social media. Clients: - Millac
- Engro Foods (Corporate)
- Omung Lassi
- mothercare, Debenhams. ELC (TeamVentures)
- Philips LED Bulbs
- Pakistan Cables
- Alu-mex
- Disney - ISUZU (Ghandhara Industries)
- PMEX (Pakistan Mercantile Exchange)
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