Group Corporate Communication & CSR Manager
Fatima Group
Total years of experience :29 years, 6 Months
- Launched and managed first ever core business values at Fatima Group with 90% awareness during the first year thereby resulting higher levels of employee engagement.
- Selected to lead and manage Fatima Group recruitment drive for Graduate Trainee Engineers and Management Trainee Officers which resulted in hiring 30+ graduates from leading universities of Pakistan.
- Planned, designed and managed corporate image research of Fatima Group, which helped in identifying gaps for becoming the 2nd top employer of choice from 5th position.
- Led and identified key initiatives for support related to Fatima Group which resulted in business sustainability.
- Enhanced the CSR spend from 0.4% to 1% of Net Sales Value (NSV) which equates to Rs. 300m annually.
- Identified and liaised with leading non-government organizations and trusts, which resulted in targeting wider range of stakeholders.
- Identified existing sustainability parameters, then bench marked with GRI guidelines leading for the development of 1st ever Sustainability Report of Fatima Fertilizer resulting in clarity of impact on stakeholders.
- Launched and spearheaded first ever employee volunteer program resulting in increased employee motivation, engagement and increased corporate recognition by industry.
- Currently developing a formal structure for Mukhtar A. Sheikh Foundation which is a Trust founded by the sponsors of Fatima Group.
- Managed and controlled a budget of Rs.50m annually.
- Planned and strategized the communication process at Fatima Group which improved the image of the company with stakeholders.
- Developed and launched official Media Policy which resulted in identifying 3 official spokespersons including myself and also providing a channelized flow of communication.
- Revamped the group website leading to improvement in the corporate image of Fatima Group.
- Produced media holding statements after a detailed validation audit which led to emergency preparedness of the group in case of any possible accident.
- Developed and executed corporate and brand identity guidelines at Fatima Group which resulted in minimum standard and uniform branding.
- Successfully established for the first time a DAWN title sharing sponsorship resulting in premium brand coverage for DAWN Sarsabz Pakistan AGRI EXPO
- Convinced the CEO of corporate profile thus introduced the first ever video and print profiles of Fatima Group which increased international and local awareness
- Launched the first Fatima Group Newsletter ensuring participation from different plant locations.
- Oversaw projects including pre-post launch surveys resulting in top selling family saloon car in Pakistan.
- Analyzed and presented over 15 times key findings and counter measures to the CEO with an 80% success ratio.
- Analyzed and presented research data to international offices (Japan and Thailand) which resulted in global Honda car models being introduced to the Pakistani market.
- Resourced ashtrays from international to local manufacturer, leading a cost saving of Rs.72m.
- Suggested, planned and successfully launched the ‘Oriel’ brand name for top of the line Honda Civic making it the benchmark in top segment of Pakistani automobile market and later launched the Prosmatec model creating differentiation from conventional transmissions.
- Planned and executed a total of 9 product launches, 12 corporate events, 2 investor conferences and 1 analyst briefing
- Briefed, reviewed and maintained two different advertising agencies for corporate advertising and brand building
- Controlled and monitored up to 21 3’s and 30 2’s which equates to 120 sales staff and 200 service staff at Honda dealer
- Expanded authorized dealerships from 14-21 which led to an increase in revenue of Rs.850m
- Developed and implemented Dealer Development Guide before construction, resulting in a new look according to global benchmarks of Honda
- Planning & execution of media trips (foreign & domestic) for better understanding of business operations
- Assigned and achieved sales targets of 12, 000 per annum, which was met by all dealers as well 3 sales staff under my control in the top 3 salesperson in the world.
• Achieved allocated sales targets through sales and cold calls. Liaison with corporate accounts for new sales and retention. (150% achievement of allocated sales target)
• Initiated new potential market to boost sales in the less developed areas
• Responsible for launching and operating branch office.
• Participation in surveys for the evaluation of performance of network and reporting the grey coverage areas to the operations department.
Started the professional career after graduation (Bachelors of Commerce). After 6 years of professional experience, got admission in Imperial College for masters degree in business administration. Transferred credits to Al-Khair University as ad to leave to Japan on 3 months training program.