Subiha Ahmed Shakil

• Responsible for managing the Marketing and Key Accounts functions, navigating the
challenges of a startup environment while capitalizing on emerging opportunities.
• Delivered compelling pitches and storytelling and provided consultancy for over 10
brands on e-commerce stores, performance marketing, go-to-market strategy, brand
planning, content marketing, customer persona mapping, value proposition creation,
packaging, product positioning, and retail/channel marketing.
• Led omni-channel marketing campaigns for clients in e-commerce, HR, education and
retail industry.
• Advised clients on distribution expansion strategy and retail activation programs that
supported channel growth of up to 25%.
• Increased an e-commerce clients monthly sales by 40% within 3 months through
effective campaign management and digital strategy.
• Conducted competitive market analysis and developed B2B and B2C marketing plans
that aligned with business goals.
• Acted as a key liaison for business development and account growth, contributing to
increase in client retention and 35% year-over-year growth in agency revenue through
strategic upselling and relationship management.

• Responsible for managing the lubricants brands portfolio and am working on various brand building and promotional campaigns
• Developed brand strategy alongside brand architecture, essence, personality, identity for all categories of motor oils
• Conducted usage and attitude qualitative and quantitative research on three broad categories of lubricants
• Responsible for bringing improvement in brand image and increasing brand awareness
• Responsible for building strong and progressive brand equity

• Working as a Category and Trade Manager for Motorcycle and Generator Oil category
• Responsible for devising marketing plan, managing annual marketing budget, digital marketing, execution of planned trade and consumer marketing activities and managing the motorcycle oil and generator oil categories
• Responsible for Social Media Marketing management, strategized to increase customer engagement via status updates, pollings, engine care tips and conducting competitions
• Successfully launched various thematic campaigns and consumer promotions for Retail channel and Hi-Street channel in FY 2013 and FY 2014
• Effectively launched ‘Lubricant Anti-Counterfeit’ Project - targeted at gaining technological edge in all lubricant brands and managed a cross functional team for its execution and worked on a 360 degree marketing campaign
• Launched a 360 degree thematic campaign of Motorcycle Oil, PSO Blaze 4T alongside activation activities and trade promotions in metropolitan cities in May 2012
• Launched PSO Generator Oil ATL &BTL in marketing campaign across Pakistan with major activation activity across metropolitan cities. Executed a major activation campaign for increasing Generator Oil’s awareness and visibility in August 2012.
• Launched and managed country wide operations of an activation project - Mobile Publicity Unit (branded vehicles) to enhance trade engagement which resulted in 33% increase in productive shops and increased the drop size
• Responsible for execution of other trade marketing activities such as trade offers, merchandising contests, can redemptions and trade loyalty plans
• Developed and launched merchandizing projects for Retail Pumps and high street channels across metropolitan cities
• Launched a Mystery Shopper program at the high street market aimed at encouraging retailer to recommend PSO Lubricants
• Responsible for identifying and developing new branding avenues at the retail pumps and high street segments

• Prepared brand and trade marketing strategy for fuel, retail, B2C cards, and quick-service
retail segments, launching multiple 360 degree thematic and promotional campaigns
across Petrol, Diesel, and loyalty products.
• Developed and executed performance-driven marketing plans, aligning brand objectives
with revenue targets, while supervising cross-functional marketing delivery teams.
• Led the Performance Marketing team to deliver measurable growth in acquisition, usage,
and loyalty KPIs across key B2C platforms, combining online and offline strategies
effectively.
• Led the integration of customer experience and digital marketing across display, mobile,
social media and affiliate channels - significantly increasing engagement and digital
adoption among target segments
• Collaborated with senior leadership on Annual Operating Plan (AOP) and Investment
Growth Plan (IGP) development, playing a key role in strategic discussions around brand
architecture and category growth.
• Spearheaded brand communication planning, media strategy, and campaign approval,
ensuring every activation was rooted in consumer insight, ROI, and brand consistency.
• Managed agency ecosystem including creative, digital, activation, and OOH agencies,
ensuring aligned execution and effective brand storytelling across all consumer
touchpoints.
• Led marketing effectiveness reviews and ROI evaluations to optimize spend across
campaigns, making strategic recommendations based on analytics and brand performance
metrics.
• Fostered a culture of data-led decision making, leveraging customer insights, campaign
performance, and market trends to refine go-to-market execution and product positioning.
• Reinforced brand equity through WOM and value-driven messaging, enhancing PSOs
consumer connection and loyalty in a competitive fuel and services market.

• Managed fuel and lubricants brands portfolio and on various thematic and promotional
campaigns
• Developed brand strategy alongside brand architecture, essence, personality, identity for
all categories of motor oils and fuel
• Launched brand building thematic campaigns of Carient, Blaze 4T, DEO, Electro, Hi
Octane 97 Euro 5, Hi-Cetane Diesel and Euro 5 Fuels on Digital and traditional channels
with launch events
• Responsible for bringing improvement in brand image and increasing brand awareness
• Responsible for building strong and progressive brand equity
• Responsible for conducting focus groups for studying consumer behaviour and replicating
learning while managing brand.

• Led end-to-end category ownership for Motorcycle and Generator Oil portfolios valued
at PKR 1 Billion, accounting for 10% of total lubricant sales volume.
• Developed and executed integrated marketing plans, managing ATL/BTL, trade
promotions, and consumer activation campaigns to accelerate category growth.
• Spearheaded go-to-market strategies and business planning for product lines, optimizing
manufacturing, pricing, and promotional alignment with market needs.
• Launched Lube Bazars across and publicity vans project across major metropolitan cities,
doubling retail shelf off-take and driving direct engagement at PSO outlets.
• Designed high-impact Trade Marketing Scheme for motorcycle oil, delivering 578% sales
growth and 358% uplift in earnings.
• Rolled out nationwide 360 degree consumer campaigns, boosting sales by 50% for
Generator Oil and achieving record sales for motorcycle oil.
• Directed on-ground activations and branded mobile vans, resulting in 33% increase in
productive retail outlets and deeper rural penetration.
• Implemented anti-counterfeit strategy and awareness campaigns, reinforcing brand trust
and customer confidence.
• Executed merchandising and POS strategies across retail pumps and high-street outlets,
improving brand visibility and purchase conversion.
• Enhanced customer experience and dealer engagement via Mystery Shopper Program,
increasing recommendation rates and service consistency.
• Drove digital engagement initiatives through customer-centric content, boosting
awareness and loyalty and organic reach through polls, tips, and interactive posts.

• Managed country wide operations of Loyalty and Prepaid Card and Strategic alliances
Portfolio
• Responsible for constant monitoring of the shifts in retention management, revenue
patterns and devising and aligning incentives and offers accordingly
• Developed product concept and launched co-branded card of PSO with United Bank
Limited thereby gaining experience of managing ATL and BTL activities and
formulation of marketing plan
• Re-launched PSO Privilege Loyalty Card and brought Loyalty Program initiatives on
board. Maintained commendable working relations with the retail dealers and ensured
retail on ground visibility
• Launched various consumer promotions targeted at generating trials, increased
brand awareness, stimulating sales and support stagnating markets. Conducted
consumer promotion with Mobilink, Disneyland and VISA, leading banks,
international food chains and utility companies
• Developed sales strategy for co-branded credit card, responsible for achieving Sales
Targets for PSO Prepaid Card & co-branded cards (with Telecoms and Banks)
• Responsible for merchant acquiring business, thereby, reducing cost of doing business
by bringing work efficiency and re-engineering existing procedures

• Led the marketing and cx function of an online retail brand, overseeing brand strategy,
digital marketing, ui/ux, customer service, and in-store innovation through click &
collect marts, achieving omnichannel integration and enhanced customer engagement.
• Developed and executed 18-month go-to-market (gtm) roadmaps aligned with
category, product, and brand priorities ensuring business alignment across sales,
digital, and traditional marketing.
• Successfully delivered customer experience transformation through data-driven UI/UX
strategies, website and app enhancements, and consistent NPS improvement across key
journey stages.
• Led strategic planning with commercial, technology and product teams to identify
growth opportunities in the evolving e-grocery space.
• Directed a multidisciplinary team responsible for brand storytelling, creative
development, digital calendar planning, and CX execution ensuring cohesive
communication across all platforms.
• Devised annual and quarterly budgets across digital, retail, and traditional media,
endeavoring to maximize ROI at all consumer touchpoints.
• Designed and monitored a robust KPI framework covering channel-specific
performance, customer segments, and campaign effectiveness using insights to drive
marketing decisions and product refinement.

• Managed Corporate Affairs as Assistant Company Secretary in which I was responsible for organizing, preparing agendas for and preparing proceedings of board meetings and annual general meetings (AGMs), handling Ministry of Petroleum & Natural Resources and stake / share holder queries and following up on critical matters of the company
• Developing and overseeing the systems that ensure the company complies with all applicable code
• Improved PSO’s compliance to Code of Corporate Governance
• Worked on various ‘Corporate Social Responsibility’ projects

• Managed country wide operations of Loyalty and Prepaid Card and Strategic alliances Portfolio
• Responsible for constant monitoring of the shifts in retention management, revenue patterns and devising and aligning incentives and offers accordingly
• Developed product concept and launched co-branded card of PSO with United Bank Limited thereby gaining experience of managing ATL and BTL activities and formulation of marketing plan
• Re-launched PSO Privilege Loyalty Card and brought on-board Loyalty Program initiatives. Maintained commendable working relations with the dealers and ensured on ground visibility at retail outlets & at merchant level
• Launched various consumer promotions targeted at generating trials, increased brand awareness, stimulating sales and support stagnating markets. Conducted consumer promotion with Mobilink, Disneyland and VISA, UBL, KFC and SSGC
• Worked on identifying and developing trade channels
• Developed sales strategy for the co-branded credit card, responsible for achieving Sales Targets for PSO Prepaid Card & Non - PSO Cards (Mobilink Indigo Reward Card, PSO-UBL Roadmiles Card, Credit Card business - Oil )
• Responsible for merchant acquiring business, thereby, reducing cost of doing business by bringing work efficiency and re-engineering existing procedures
• Organized and conducted trainings for PSO Customer Services (Call Centre) and Sales team related to Product Information, Re-launch and Customer Dealing

• Lead Marketing and Sales Operations of the company
• Devised sales strategy
• Maintained good business relations with corporate clients and emphasized on after sales services and Customer Relationship Management
* Responsible for increasing sale of licensed software; achieved sales boost of 15% in six months;
• Formulated SOPs for sales and other operational assignments
• Developed company’s website, designed and compiled company’s profile

- Performed brand audit and prepared product paper for Manpasand
- Conducted a detailed Oil and Ghee Industry analysis
- Performed a market research on Modern Trade Development for the oil category and presented a proposal
- Assisted in execution of Dalda Food Show, a weekly informercial
- Worked on Modern Trade Development for the company and ways to enhance products’ presence and visibility at the shops

- Worked on Project Hawk - aimed at retail penetration of Blue Band
- Prepared a post promotion feedback across Pakistan of Consumer Promotion of Surf Excel with Pepsi, identified loop holes and recommended future improvements
- Conducted Market Research on Visibility on Modern Trade Outlets