Brand Manager
Hobnob Bakeries
Total des années d'expérience :8 years, 0 Mois
Revamped the complete brand identity and experience including in-store décor and branding, packaging design, and digital media communication to achieve sustained uplift brand equity and recall
Spearheaded an integrated marketing communication plan, with primary focus on digital media
and performance marketing that Resulted in an increase in company sales by 49% year on year
Oversaw the development on first of its kind Product Videos for Hobnob that were never done before
by any bakery in Pakistan - Gained over 1 million video views and drove volumetric increase of 7% in
terms of number of cakes daily sold
Oversaw the Franchise Marketing that resulted in signing and closure of deals with 2 franchises Oversaw and executed multiple successful activations for Hobnob including PSL, Karachi Eat and
Bohra Food Fest to name a few
Spearheaded Lifestyle Photography to drive Engagement and Talk ability on Social Media
On boarded Banks for Tactical and Year Long Discounts
Launch of Pakistan’s most advanced cross over SUV - Proton X70 in Pakistan
Virtual Launch Event of Proton X70 hosted by Naveen Waqar and its subsequent
digital amplification
Spearhead the X70 TVC Campaign featuring Shahid Afridi that achieved a sustained uplift
in brand awareness and recall
Proton Father's Day TVC Campaign
Launch of Proton SAGA in Pakistan
Planning and Execution of Virtual Launch Event of Proton SAGA hosted by Mansha Pasha
Thematic TVC Campaign that focused on the positioning SAGA as an intelligent choice through
depiction of use of an intelligent way of doing things by a modern family
Execution of a thematic and engagement centric 360 Digital Plan
Planning and execution of Proton SAGA Line-off Ceremony and Plant Inauguration Event
Launch of Proton Genuine Oil (Powered by Petronas) In Pakistan
Oversight and Execution of the line-off ceremony of first locally assembled Proton X70
Spearhead development of Customized WhatsApp Bot for Proton Pakistan
Development of E-commerce shop for online sales and purchase of Proton Genuine Parts
Successfully Introduced and spearheaded the launch of a new addition to OPTP’s product line i.e.
Stuffed Crust Pizza & Pan Pizza, through an integrated 360 degree marketing strategy
Led 360 Digital marketing campaign that translated into an monthly revenue of over 40 million of
Pizza and developed a thematic TVC for it
Carried out Nationwide Activation plans by partnering with Careem for OOH branding
Launched an electronic media campaign for Pizza based on affinity and effectiveness that led to an
increase in top-line by 15%
Negotiated and led a mega limited-time campaign for pizza at a discounted price of 499 with
food panda, that included a 360-degree marketing campaign for pizza by food’ panda's marketing
team across digital and OOH touch-points
Lead and negotiated deals for Pizza on all 3rd party food aggregators including foodpanda,
Careem & Golootlo
Successfully re-launched and repositioned existing Chicken Quesadilla as the all new Roti-Wrap
with 6 new flavours
Developed a DVC based on B-roll Cinematics for Roti-Wrap
Executed 360 digital marketing strategy for Roti-Wrap leading to tripling of monthly product
sales in both quantitative and revenue terms
Introduced the new Chicken Supremo Burger and built a monthly revenue of over 10 million for it
through a integrated digital marketing campaign
DVC for Chicken Supremo Burger
360 Digital marketing strategy including FB, Google Ads and YouTube
Campaign
Developed a new DVC based on B-Roll Cinematics for Peri Peri ShotGun Burger
Executed PR Campaigns for OPTP based on ASMR reviews through BrandSynario
Forged a Brand Partnership with Bisconni Cocomo for the new OPTP Kids Meal
Assisted in Negotiation of an Exclusive Partnership based on a loyalty program with foodpanda
Major Responsibilities
Reponsible for volume, value, profitability and equity of Hamdard's FMCG and OTC Product Lines.
Consolidate the already existing leading brand position in the Red Syrup Category through a
mix of ATL, BTL & Digital Campaigns.
Development of Integrated Brand Launch Plans, Budget Allocation, Relevant Brand Extensions,
Co-Branding Tie-Ups and Media Plans.
Regular Analysis of IPSOS Brand plus Consumer Panel Data to extract Key Insights on
consumer U&A, psychographics, brand behavior and user consumption trends.
Analysis of continuous research reports such as Nielsen Retail Audits & KANTAR Ratings data
to identify potential market gaps, trends and to track competiton's performance.
Oversight of all brand-related activities including agency management, budget allocations,
pricing, trade marketing strategy and packaging revamps.
Working Closely closely with Sales and Trade Marketing Team to acheive annual targets as set
by the top management
Major Campaigns
Rooh afza new thematic tvc launch that repositioned rooh afza as a refreshing drink for all
seasons round the year for children and adults rather than just a Ramadan-based product-
increased sales by 20%
Hamdard ispaghol with guar gum (new product development): Introduced the category of powdered ispahol in Pakistan, conducted in store activation across kl region in 60lmts leading to sales of 7 million in first 3 months
Rooh afza recipes: Introduced rooh afia recipes in collaboration with leading restaurants such as cafe zouk. sajjad and charcoal - the purpose was to extend the brand usage and application of
rooh afia from merely a refreshing drink to an all inclusive flavoring ingredient ampuhed the project through product placement and recipe promotion in chef and cooking shows and channels like program hum masala and ary zauq. launch of rooh afza on digital media - development a 360 degree digital marketing strategy for roch afza that included presence on facebook, instagram and youtube: oversaw the development of content and paid marketing strategy developed major dvc, stop-motion videos and do it yourself videos that led to an exponential increase in engagement and brand recall
Consolidation & realignment of print media strategy: reducing presence from 500 magazines
and newspapers to only 30 thereby resulting in smarter spending and result-oriented advertising