Segment Marketing Manager
CMPak
Total years of experience :20 years, 9 Months
• Business Modelling: Complex business case development with multi variable and power point analysis for new customer segments using BI and external research and matching them with organizational capability
• Project planning and Operational management of launching new customer segments through market research, product development followed up with brand communication through relevant channels
• Brand Management: Complete profit and loss management of new customer segments through supervision of all 4 P’s of the commercial process
• Advance Analytics: Critical eye for analyzing business cases through elaborate and meticulous number crunching
• Channel Expertise: Customer touch point analysis, audits, sales and revenue forecasting. Development of relevant programs to enhance customer experience at each touch point including digital and
• Customer Lifecycle Management: Advance customer profiling, micro segmentation and targeting through customized micro campaigns
Achievements
• Launched Flutter a series of products and services targeted to women and made it into the most successful campaign for Zong with more than 500, 000 new customer acquisitions in 8 months
• Lead change manager for cultivating new channel thinking in the organization for unconventional customer segments. Tied up with women universities for young women and developed door to door channel to create direct category preference for housewives.
• Led the launch of the rural segment under the banner of “Mera Gaon”, a sustainable growth blue ocean project for the organization expected to take CMPak to the 3rd spot by 2014
o Overcame the two biggest challenges of reliable scoping, i.e. going into uncharted/undocumented territory and, execution efficiencies arising from high geographic/ethnic fragmentation and low spending power
o Spearheaded a massive market research for project scoping to develop a feeler of customer lifestyle as well as for business forecasting/profitability analysis
o Steered complete project simulation with new product, channel and brand activation in 6 villages to gauge customer response and observe internal resource, system’s and process requirements for countrywide launch
o Launch of campaign in 250 village clusters after thorough matching of current network presence in relation to expected commercial performance in selected locations
Location oriented, village based closed user group product portfolio
Customized communication with massive on-ground push through town storming and mini events to drive home product knowledge and advocate key USP’s of the brand
Channel development and incentive schemes by getting on-board 1, 000 new retail outlets
* Strategize and Manage the development of mass media brand communication (TVC’s, print ads, outdoors and POS)
• Monitor all mass medium touchpoints and make sure that a consistent image of the brand is being showcased at all mediums
Achievements
* Won 2nd Prize in Pakistan Advertising Association’s 2011 Awards for Zong Handset TVC “Mujji Baboo Bunn Gaya”
• Revamped Zong’s brand key, including two major research projects Voyage of Discovery (Customer Profiling) and Honestly Yours (Trustworthiness of Telecom Pricing) and in the process took the Brand equity from 1.1 to 2.3
• Changed the rules of the game with M9 Launch. Created the first and biggest viral campaign in the history of the country with 20 viral videos. Targets exceeded by more than 150% as M9 subscriber base grew to 10% of the total Zong consumer base within 6 months
• Account Planning:
o Analyzing client briefs to understand client requirements, consumer insights and campaign needs
o Developing communication and creative briefs based on client input.
o Developing brand and communication strategies to effectively solve the clients brand issues
o Giving strategic direction to the creative team based on consumer insight and brand understanding to inspire them to come up with the effective ideas
• Strategic Planning:
o Key player in identifying company direction and organizational capacity building
o Part of the think-tank to identify improvements in internal systems and processes
• Knowledge Management
o Mentoring employees on strategic thinking, selling and presentation skills
Achievements
• Won the first oversees account for the agency in the form of Afghan Wireless in a competitive pitch.
• Proprietary Strategy Tools Development
o Initiated and led to completion five new brand planning tools with relevant case studies which are still being used for Garnier
• Cybernet year round campaigns for WiMax, SME and Corporate sector
• Role: Lead Strategic Planner
• Brand Activation Planning:
o Understanding client briefs and translating them into media neutral creative briefs
o Transforming client briefs into experiential and engagement based ideas to gain maximum mileage for the client
o Generate ideas and briefing the creative team to develop support material for pitch presentations
o Make sure all ideas are based on bringing the brand to life in the minds of the customer
• Strategic Planning:
o Key player in identifying company direction and organizational capacity building
o Part of the think-tank to identify improvements in internal systems and processes
• Knowledge Management:
o Mentoring employees on strategic thinking, selling and presentation skills
Achievements
• Got Engro Foods Excellence Award for launch of Engro Foods UHT Milk, Launch and Year Round Brand Activation Campaigns (2006 and 2007) and took the company to its first billion of revenue after 1 year of operations.
• Launched the Engro Foods Tea Whitener brand (Tarang) which took the company to new heights of stardom and since then accounts for more than 50% of the company’s profits.
• Wall’s Cornetto - Flavors of Love Campaign (June ‘07- Sep ‘07)
o Conceptualized the story line for a viral campaign and drove the execution of a 12 episode drama series under the umbrella of ‘cornetto girl’
o Led the Interactive and Viral pie of the campaign from idea to execution
• Singlehandedly managed from Idea to Execution the Pakistan leg of Shell Project Guinness which saw Shell break a fuel economy world record
• Supply Chain Operations Consultancy
• Business Development, Procedure Development
• Project Tracking, Analysis
• Improvement of clients’ business processes and Training for client staff.
• Implemented ISO 9000 standards in two software houses, Etilize Pakistan and E-dev Solutions.
The Masters in Finance program provided a broad understanding of corporate finance, securities analysis, portfolio management, and financial institutions and markets. Along with courses tailored to financial topics many traditional courses such as Marketing and Management were even part of the program . The finance concentration offered courses that placed primary emphasis on theory and analysis and make extensive use of the relevant techniques of economic analysis, mathematics, and statistics.
The Bachelors program emphasized on integrated series of courses in technology, methodology, social sciences, liberal arts and management. Project-based software developments along with research assignments had also been emphasized. These courses imparted a broad and deep knowledge of theory, design and application of digital computers and information processing techniques. After completion of Bachelors I did an internship for two months at British Petroleum, the leading Oil and Gas company of Pakistan to practice the learnt skills. During my internship I: • Developed the Digital Business HSE website • Worked on the wireless network systems including a two way radio system installed in all vehicles owned by BP • Designed the brochure for the BP Management Conference 2002
