Fahad Riaz

at Blaze Group

• Pakistan
• My current job since July 2019

Develops and maintains effective client relationships, establishes a true partnership in client's business by gaining and
maintaining a deep understanding of business needs and issues faced.
 Formulate and recommend long-term strategy plans that generate measurable results, with a focus on analyzing multiple data
points from our sources including, MOVE (OOH Audience Measurement), syndicated research, proprietary research, as well as
client data, shares, brand health tracking etc. and draws conclusions for effective strategies.
 Specializing in delivering results driven and accountable marketing strategy through integrated media platform whilst monitoring
media consumption and market trends.
 Identify new business opportunities for Group and play a proactive role in terms of proposal development, pitching and
conversion using the complete strategic, creative and financial process and other structures for new business developments to
lead new business pitches and make an active contribution for the profitability of the group.
 Cultivates excellent relations within the media vendor and advertising industry to ensure Blaze Group is always represented in a
positive light.
Highlights:
 Won Pepsi International and Pakistan Cricket Board Out-of-Home Media agency for the year 2020.
 Added new clients namely, English Biscuits, Foodpanda, SWVL, Appollo Housewares in the list of client portfolio.

Independent Marketing Consultant at Freelancers

• Pakistan - Karachi
• March 2018 to June 2019

 Lead strategy and account teams to craft innovative ways to impact business results for existing and new clients, while ensuring that Brand Activation plans are strategically sound & executional.
 Work towards in-depth understanding of the client's business issues and use the insights to help clients articulate their needs.
 Identify and drive new opportunities, including new business pitches for the agency.
 Lead, mentor and inspire the account managers and executives, guiding their development and career path by providing inspiring teams, training and thoughtful input on their career roadmaps.

Brand Activation Manager at Colgate Palmolive

• Pakistan
• December 2010 to October 2011

Brand Activation Manager at Tapal Tea (Pvt.) Limited

• Pakistan
• June 2006 to November 2010

Conceptualization, planning and implementation of innovative and cost effective marketing strategies, support brand
development plan for entire brand portfolio.
 Formulated visibility of brands across all sales channels through Instore and on-store branding and merchandising initiatives.
 Devised techniques to enhance visibility of brand across sales channels, executed annual promotional plans on LMT & IMTs.
 Provide briefs and liaison with activation and creative agencies to develop marketing campaigns.
 Liaison with production houses to produce ads that are key part of the Brand Activationcampaigns.
 Identifying, enlist vendor for implementation of marketing activities by efficient management of Supplier Network.
Highlights:
 Derived largest National Consumer Promotion on Ice Tea to achieve incremental sales of 15% over a period of 60days.
 Promotions at eateries and clubs during Ramadan in 2009 which generated sales volume of 5% from previous year.
 Integral part of Core Team to Re-launch of back to back launches of Tapal Danedar, Tezdum and Family Mixture in Hard Pack
with 360 degree integrated marketing support contributing to 50% of the campaignbudget.
 Successfully planned and executed over 15 National level Brand activation campaigns, which cumulatively engaged 1.0 million
consumers and hence increased 6% sales over previous year.
 Strategized Rural Development Program in over 200 Rural Markets (e.g. Thar, Gawadar) across the country to extend the
distribution and awareness of company brands.
 Initiated on store and in store merchandising and branding program covering 20, 000 outlets in a period 02 month, thus
providing strong brand visibility at point of sale.
 Re-negotiated and revised the agency commission which saved Rs. 10.5 million to the MarketingBudget.
 Initiated breakthrough Corporate Social Responsibility programs such as medical eye camps through our platform of Events
and Outdoor advertising that enhance the corporate image of the company.
 Actively planned and rolled out Rural Development Project in 10, 000 villages across Pakistan to increase brand penetration
and support Distributors to maintain their ROI.
 Launched first ever Branded Tea Retail Chain “Chai Shai” tea retail segment in collaboration with Metro Store at 03 outlets.

Regional Marketing Specialist at Telenor Pakistan

• Pakistan
• March 2005 to May 2006

Develop, implement and evaluate regional marketing strategy in liaison with the central marketing team.
 Build brand awareness and ensure consistency in marketing activities such as Outdoor Planning, Events planning, negotiation
and implementation.
 Project management of marketing activities such as: Exhibitions, Internal Events, Sponsorships.
 Liaising directly with the ATL and BTL agencies to develop Regional Brand Activation programs.
Highlights:
 Conceptualized and initiated indoor branding solutions for all the company Customer Service and Franchise outlet to create
effective thematic and tactical communication to the customers.
 Directed Outdoor, Print and S&SC branding campaign in context to creative' s for Telenor Postpaidlaunch.
 Executed OOHH media plan which included Billboards and City Bannering at the Launch of the Telenor operations in Pakistan.
 Prepared and presented the first Merchandising Manual Draft for general trade visibility of thecompany.
 Successfully initiated and organized first ever Musical Concert of renowned Pop Singer in thecompany.
 Successfully initiated and executed the idea of Highway Visibility to enhance the key company USP of mobile service coverage
through various outdoor signage mediums in semi-urban and rural markets for increasedpenetration.
 Initiated and successfully executed the first Brand Activation platform in the company for tier 2-3 cities, with 360 media
integration mainly on ATL, Outdoor and Mobile Marketing.

Marketing Service Manager

• July 2004 to March 2005

Manage corporate marketing and Brand Management function for Tezdum, overseeing budget, corporate positioning, product
launches, advertising, sales collateral and trade promotions.
 Planning, negotiating and buying OOH media nationally for achieving overall brand building campaigns.
 Coordinate campaign development with creative agency for BTL, Outdoor, and Merchandisingcampaigns.
 Develop corporate merchandise, including internal external customer's promotional items and executive gifts, and total
merchandise management solutions for the company.
 Deliver inspirational internal and external events such as regional musical concerts, trade events, sports activities, seminars,
product launch events, Sales conference, within the provided budget that conveys the brand message and values.
 Manage and control Roadshow to meet the needs of brandactivation activities in tier 2-3 towns.
 Develop local trade marketing program and co-operative marketing activities to support key retailers/channels in line with
sale and marketing team.
 Partner with 3rd party channels such as restaurants, college canteens, and recreational facilities, airports, to deliver optimal
branding opportunities.

Marketing Service Manager at Tapal Tea (Pvt.) Limited

• Pakistan
• November 1999 to February 2005

Assistant Manager

• July 2003 to June 2004

Sr. Brand Executive

• July 2002 to June 2003

Brand Executive

• July 2001 to June 2002

Sr. Brand Officer

• July 2000 to June 2001

Brand Officer

• January 2000 to June 2000