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Work Background
The Coca-Cola CompanyGrowth Experience Generative AI
Oct. 2023London, United KingdomHarness the power of Generative AI to enhance marketing initiatives across The Coca-Cola portfolio. Utilizing the opportunity to understand, explore, and shape the future of marketing communications and consumer experiences. AI LED CONSUMER EXEPRIENCES: Lead resource on Coca-Cola’s AI based Christmas experience [CRM 2.0 & CRM 3.0] managing partners like Bain and Accenture to create multimodal AI platforms with Conversational AI, Video Generation at Scale, Personalization using AI, aligning with markets to amplify and working with charter teams to integrate them as the core experience within the toolkits. BRANDED CONTENT CAPABILITY: Project lead for ‘Storytelling in Era of Gen AI’ Coca-Cola’s content capability workstream, partnering with leading platforms like Runway.ai and Leonardo.ai and pioneering AI film makers and production houses. In addition to building internal capability working with Legal, PACs, Procurement to drive system readiness. Deploying this capability in Video, Static Content and Consumer Experiences to drive personalization and engagement. FUTURE OF TRANSACTIONS: On-Going exploration-Beckoning a new era of tailored beverage experience through the power of personalized prompts. Partnering with key internal stakeholders, customers and cutting-edge industrial designers and technologists for prototype development. AI-BASED CONNECTED PACK EXPERIENCES: Elevating pack engagement through AI powered personalized, pack-based experiences, designed to build consumption rituals and first party data collection at a local, regional and global scale.
The Coca-Cola CompanySenior Director Global Creative Strategy - Nutrition
Feb. 2021London, England, United KingdomServing as a Creative Strategy Leader for Global Brands in the Nutrition Portfolio, as well as championing elevation of work on Strategic Regional Brands. Core responsibility for Minute Maid, The Billion Dollar Juice Trademark, the Most Loved Juice Brand in the world. STRATEGIC VISION SETTING AND EXECUTION: Spearheaded the brand vision architecture for Minute Maid in partnership with Human Insights and Strategy Teams now fully adopted across all 9 OUs. BRAND BUILDING: Led the global restage for Minute Maid, world's leading juice brand. Successfully transitioning to the 'Filled with Life' platform across markets over a period of two years. Revitalized the visual identity system for the billion-dollar trademark making it a cohesive global offering. MULTIMARKET CHARTER MANAGEMENT: Including Global and Region lead charters; Minute Maid Pulpy, Minute Maid Kids, Minute Maid Zeroes, Minute Maid Lemonades and the Minute Maid Global Equity Charter, contributing significantly to brand strength and business growth and enabling local markets to activate the global platform more effectively. GLOBAL COLLABORATION AND NETWORK LEADERSHIP: Designed and led squads for global and regional workstreams. Aligned project needs with competencies across diverse markets, agencies and functions to support a digital first experience building. These include Growth Audience, Design Audience, Digital Activation Guidelines, Influencers Playbook, Ritual Building and more. INNOVATIVE MARKETING AND DIGITAL MASTERY: Pioneered pilot to scale incubators across digital touchpoints, designing ‘digital-first’ consumer experiences for clearly identified business challenges including experimentation with platforms like TikTok, Twitch, Snap, Meta and more.
The Coca-Cola CompanyDirector Integrated Content and Creative Excellence
Oct. 2019 - Jan. 2021Singapore, SingaporeResponsible for End-to-End Integrated Content Strategy and Execution for all Coca-Cola Brands in some of the largest Recruitment Markets for Coca-Cola Company. GLOBAL BRAND LEADERSHIP: Lead global charters on Coca-Cola, Coca-Cola Uplift the global recruitment platform and Coca-Cola ‘For the Human Race’ Coca-Cola's global Equity Campaign during Covid lockdowns. SHARPENING BRAND EDGE: Successfully directed creative strategy and content design for Recruitment and Frequency across portfolio activating key occasions with Sprite Refreshment, Fanta Snacking and Halloween, Nutriboost Intrinsic in addition to Coca-Cola Meals, Coca-Cola Festive Campaigns, Coca-Cola Uplift and more. TEAM LEADERSHIP: Led multifunctional teams, blending expertise from commercial, design, procurement, and frontline market teams in successful roll out of 8 regional and global charters. PARTNER MANAGEMENT: Managed regional and global partnerships, organizing resource mobilization for local, regional and global work including scoping, costing, resourcing, budget management etc. IN-MARKET IMPLEMENTATION: Ensured efficient in-market implementation and stakeholder alignment through stage gates, real-time coordination, and strategic toolkits and workshops, amplifying campaigns on the ground. AGILE WAYS OF WORKING: Optimized project set ups, navigating COVID-related limitations to create sustainable working models with adaptability and resilience. Leading the Coca-Cola Global Charter on Covid ‘For the Human Race’ in addition to 10 other charters across the KO portfolio.
The Coca-Cola CompanyHead of Integrated Marketing Communications
May. 2015 - Sep. 2019Lahore, Punjab, PakistanLead for Creative Ideation and Strategy, Content & Design Development, Production, IMC Capability Enhancement & Agency Management for the complete Coca-Cola Brand portfolio. Created the highest Teen Brand Love for Coca-Cola in the world, in addition to the largest recruitment of Teens & Young Adults for Coca-Cola at the time. STRATEGIC BRAND BUILDING: Elevated the Coca-Cola Portfolio by creating, sustaining and amplifying a range of diverse platforms like Coke Studio, CokeFests, Sprite Spicy, Sprite Streets - Activating Passion Points and Occasions leading to Teen Engagement. YOUTH RECRUIMENT: Accelerated teen recruitment by activating Youth Passion Points with initiatives like Coca-Cola Cricket and Coca-Cola Music as holistic Coca-Cola owned platforms built year on year as Brand Owned Assets. ASSET CREATION AND MANAGEMENT: Successfully managed and expanded Coke Studio into Coca-Cola’s largest music platform, earning critical acclaim for innovative offshoots like Coke Studio for Deaf and Coke Studio Explorer. Coke Studio has since been exported across Coca-Cola markets and is a Global Asset for the company. EXPERIENTIAL MARKETING: Pioneered and managed Pakistan's largest experiential marketing platform, CokeFest, setting new industry standards by seamlessly blending Meals and Music. Coke Fests x Coke Studio are now a Coca-Cola Global Activation. IMPACTFUL DIGITAL TRANSFORMATION: Deployed a Digital First Creative Capability and In-House Social Interaction Centre. Spearheaded the transformation with real time consumer engagement leading a team of 6 in the CIC and 5 direct reports. AGENCY AND PARTNER MANAGEMENT: Demonstrated adept management skills by negotiating retainers, aligning scope of work, and deploying effective team structures for five strategic partners
Warid TelecomHead of Marketing Communications
Aug. 2011 - Apr. 2015Lahore, Pakistan
SiddySaysFounding Partner
Feb. 2011 - Dec. 2024Lahore, Pakistan
The Coca-Cola CompanyGroup Brand Manager, Coca-Cola TM
Dec. 2009 - Feb. 2011Lahore, Pakistan
Orascom TelecomBrand Manager, Jazz
Jan. 2006 - Jul. 2009Islambad, Pakistan
OgilvyPlanner
Jun. 2001 - Jun. 2004Lahore, Pakistan
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