Associate Director – Strategy, Analytics and SIA
Create Think Tank
Total years of experience :7 years, 3 Months
• Demonstrated consistent career progression through two promotions within the organization, rising from Assistant Manager to Senior Manager and ultimately Associate Director alongside consistently wining organisational awards for “Analytical Thinking” and “Team Work”
• Spearheaded the development of a compelling Employee Value Proposition (EVP), "One Team, Many Possibilities, " for Lucky Core Industries (formerly known as ICI Pakistan), conducting extensive research across the employee & leadership pool to understand brand equity and generate valuable insights. This led to the successful positioning of HR's unique identity across various digital and conventional touchpoints.
• Pioneered a tech-driven and replicable framework for EVP development, enabling the execution of this methodology for a growing clientele, including Lipton Teas & Infusions, K-Electric and Burque Corporation, leveraging insights from diverse employees to craft effective EVPs.
• Crafted a comprehensive positioning and Masterbrand architecture framework for a local heritage company launching a tea brand with a four-product portfolio, ensuring a clear and consistent brand identity.
• Revitalized brand strategies for Dalda Ka Dastarkhwan and Tullo, Dalda's iconic assets, through a thorough analysis of their marketing mix against competitors in an attempt to renew the relevance and popularity among the tech-savvy target audience.
• Redesigned Habib Bank Limited's entire card architecture, encompassing both debit and credit cards, adopting modern minimalism and futuristic themes to create a visually appealing, consistent, and compelling range.
• Recommended purpose-driven proposition for Sensodyne Pakistan, backed by dentist segmentation and insights-based brand strategy. These recommendations aimed to enhance brand equity via HCP engagement.
• Conducted independent brand audits and recommended positioning insights backed strategies for a diverse clientele, including Ufone, Pearl Continental Hotel, Diamond Group, Beaconhouse Group, Cocomo, Dany Group, Sogo Group, Voltaic Power, ZAK Holdings, and many others.
• Transformed Create Health into a healthcare-focused agency, executing critical projects catering to the evolving needs of patients and healthcare professionals/institutions through end-to-end projects spanning research, strategy, financial planning, and business development for global and local players in the healthcare ecosystem, including GSK, Novartis, ICI Pakistan Pharmaceuticals, Bayer, Cow & Gate, and CCL Pharmaceuticals, focusing on product positioning, relaunch strategies, patient awareness & HCP, communication campaigns (online and offline), and event execution.
• Led the development of two in-house tech-enabled solutions: Zod, a reseller marketplace that has already been launched, and a health-based product initiated through participation in the National Health Incubation Programme organized by Accelerate Prosperity and funded by the AKDN Network.
• Successfully spearheaded the "Unilever Consumer Connect Always On" program in collaboration with Brand Managers, CMI Team, and Raabta, covering 21 brands within the Unilever Pakistan portfolio. Generated consumer insights-driven content through mobile channels (SMS and WhatsApp), brand activations (ATL and BTL), and data analysis to profile and extract meaningful insights from the growing 6 million+ consumer base.
• Designed interactive dashboards and mobile applications for social listening and real-time tracking of developments within the consumer base.
• Tracked the Life Cycle Management of over 0.2 million Toyota customers across Pakistan and 40 authorized dealerships, conducting research and promotional activities to drive value for the client.
• Developed framework, mobile application features, and real-time profiling for the "Digitization of Lady Health Worker Program, " an initiative of TEXT and the Bill and Melinda Gates Foundation.
• Managed customer and retailer lifecycle for over 0.8 million Jubilee customers and their respective sales teams, overseeing the entire process from policy registration to maturity, keeping customers and sales teams informed at each stage.
• Facilitated easy appointment bookings, inquiries, and complaint resolutions for a database of over 3 million patients at Aga Khan University Hospital.
• Prepared monthly reports for the Senior Management and CEO by analyzing data received from Gallup, Kantar (People Meter) & other subscribed data services to compare the popularity trends of Geo TV Networks and its programs with internal and external competitors.
• Provided recommendations and suggestions for improved digital marketing and customer engagement.
• Prepared marketing materials and write-ups for social media.
• Translated the script of Vedubox from English to Urdu to target Pakistani audience
• Calculated indices to analyze the inflation rate of Pakistan from July 2008 May 2015.
• Forecasted inflation rate of Pakistan from January 2015 to June 2015 by using ARIMA, which I had yet to study at university.
• Worked in the Finance Department (Insurance, Accounts, Procurement and IT Management) on rotation, updated the documents of IT Management and reconciled the stocks automatically as well as manually.
• Completed 4 years programme in 3 with 3rd position in the batch, acquiring CGPA: 3.92/4.00 and Summa Cum Laude degree • Electives: Corporate Finance, Capital Markets and Institutions, Financial Statement Analysis, Auditing, Managerial Accounting, & Organizational Behavior. • Research Papers: - “Livestock: How we are destroying the Earth with silence” - Trandisciplinary Senior Project: thesis (Fall 2016) - “How has the role of Religion changed in the contemporary world” - English Paper (Spring 2015) - “The Relocation of the Capitals of Turkey and Pakistan” - History of Turkey (Fall 2015) - “Islamic Banking in the World and Turkey” - Capital Markets and Institutions (Spring 2017) - Financial analysis report on Tat Gida - Financial Statement Analysis (Spring 2017) - “How deforestation affects the future economic growth of an economy?” - Research Proposal with economic modeling for Macroeconomic Theory (Spring 2016)
Alevels in Mathematics, Economics, Accounts and Psychology CGPA: 3.88 / 4.00. 2A*s, A, B.
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