Associate Director Media
Procter and Gamble
Total years of experience :16 years, 1 Months
• Leading the inhouse media setup for Personal Health Care brands in Canada.
• Accountable for leading the holistic media planning for a portfolio of brands, executing local media strategies and deliver on going data driven media digital campaign optimization recommendations.
• Key contact point for local and regional stakeholders and lead Media Operations including, budget management, stewardship of media buy, proof of performance and budget actualization.
• Lead the overall executive relationship & integrated media communications business for Unilever, the largest CPG in Arabia (budget of over $80 million) Arabia markets include: UAE, Saudi Arabia, Kuwait, Oman, Bahrain and Qatar.
• Responsible to manage the day to day tasks and supervise a cross-functional team of over 20 people from media strategy, media planning, media buying, digital operations & delivery, financial operations and data analytics.
Responsible for driving the media agenda across APAC markets - including planning, buying, reporting, analytics and governance of media investments of over $150MM.
Partner with Consumer Insights team and lead work on media ROI and optimization.
Lead the centralization of digital media investments by setting up a PepsiCo programmatic trading desk from the agency regional HQ for all APAC markets.
Partner and provide learning and development to the Category Activation teams to enhance the marketing communications strategy and deliver the market media agenda.
• Power of one resource - Foods and Beverages. Responsible for development of cross-discipline media communication & planning for Pakistan and Afghanistan Commercial Unit.
• Managed the A&M expenditure of over $50mill. Responsible for owning media procurement & relationship with all the media agencies.
• Worked together with brand teams to ensure media deliverables are aligned with overall marketing goals /objectives.
• Was also responsible for leading media audits through 3rd parties. Ensure implementation and execution of processes in line with Internal Control guidelines (SOX).
• Account Head for Procter and Gamble Pakistan. Annual media budget of around $15mill.
• Lead all aspects of media and marketing communication (client servicing, audience analysis, competitive industry review, annual communication reviews and strategy, initiatives across all mediums and value creation segments) by way of supervision and guidance ensuring that all activities are conducted in accordance with the efficiency and quality standards laid out for the division.
• Second largest Telecom in Pakistan. Annual budget of over $15 mill.
• Rolled out research tools to aid in campaign optimization and media investment levels with strong emphasis on operational excellence and ROI measurement for all related investments.
• Worked on various projects with Products and Services team to setup new avenues of revenue - Radio/MMS Projects, Mobile TV and other integrations.
• Successfully launched 360 degree campaign of all brands of Telenor including the first mobile financial service in Pakistan ‘Easypaisa’
• Head of Account for Reckitt Benckiser Pakistan; was responsible for providing preliminary budgets and broad based plans, providing planning options and recommendations and defining by-channel objectives.
• Was also responsible for communication planning and strategy, competitive media analyses and reporting, routine coordination and account servicing for all brands.
• Introduced the concept of CPRP media buying deals for Reckitt and successfully locked deals with channels (one of the first done in Pakistan)
• Also managed the account for Kolson Biscuits. Handled the media strategies, developed the marketing plans and worked closely with the brand and sales team to support the ground team with all media activities.
• Successfully completed the intense training of Media and its related concepts. Planning and buying for all ATL and BTL media including television, radio, print, outdoor, online as well as mobile.
• Managed the account for Continental LU Biscuits. Strategically designed the campaigns for brands like Prince, TUC, Candi and Bistiks and executed them on various platforms to increase the brand health indicators compared to competition.
• Also managed the account for Roshan Telecom. A leading GSM cellular service provider in Afghanistan. Was a liaison for Afghanistan Mediacom took the lead on scheduling, buying and all aspects pertaining to media management.
• Was a part of the main think tank for media execution of 2007-08 first ever launching campaign of Wateen Telecom in Pakistan. Strategically targeting the audiences of various products and spreading the message of “Future is Green, Future is Wateen”
• Also worked with clients like Nokia, Coca Cola Pakistan - in the team responsible for analyzing the current market trends, formulating a strategy for effective and efficient media solution. Proposed various initiative planning strategy and 360 degrees media exploitations analysis.
• Worked under the corporate business development department. Conducted research studies: To explore the investment appetite of overseas Pakistanis to invest in client’s projects. To provide the client with a firm understanding of the OOH segment in the media industry and its potential as business in future.
Major : Computer Science Minor : Mathematics and Accounting & Finance(concentration management) GPA: 3.4 Graduation on High Merit