Jan 2023 – Sep 2023 · 8 mos · Bangkok City, Thailand

• Reporting verticals:
• Marketing, CX
• Growth
• Category; Pricing & Assortment
• Sales and New Business development
• Sourcing

Sep 2021 – Dec 2022 · 1 yr 3 mos · Bangkok City, Thailand

Dec 2020 – Sep 2021 · 9 mos

• Inscope, Thailand, Vietnam, Laos, Cambodia, Myanmar
• Responsible for development of Nutrition, women's snacking, affordable snacking and Doritos portfolio
• Leading Marketing capability for Indochina
• Mentor at SPACE – F, biggest Food Incubator program in Thailand

Jan 2019 – Dec 2020 · 1 yr 11 mos

• Apr'20 - Dec'20 (restructure)
• Responsible for Foods category long term growth strategy and end to end development and execution of brand programs in market for Indochina.
• Jan '19 - Mar '20
• Responsible for Snacks( Lays, Doritos, Cheetos) & Nutrition portfolio development and marketing initiatives for Thailand, Vietnam, Philippines, Indonesia, Singapore, Malaysia, Japan and Korea.
• Other areas of my role and responsibility include:
• Setting the portfolio and growth agenda for the above geographies to drive topline.
• Planning and executing demand creation plans including marketing and innovation programs.
• Resourcing to deliver plans and improve Advertisement and marketing investment ROI.
• Develop talent and team in a multi market, multicultural context.

Feb 2017 – Dec 2018 · 1 yr 10 mos

• Responsibilities:
• Reporting to Asia Pac Snacks VP.
• Charting Category growth for non potato snack in Affordable, TC and BFY segments by flexing Product development, Consumer Value, Positioning and Comms levers.
• Responsible for Topline, NOBPT and share delivery on NPC and delivery of on time and in full marketing & innovation programs.
• Achievements:
• Accelerated Launch of Doritos in Indonesia
• Scaled Macro snacking launch of Doritos Crackers in Australia
• Grew Better for you and women's snacking portfolio 2X core growth in Australia & Thailand.
• Repositioned emerging youth portfolio in Pakistan & Thailand. Double digit growth on core.
• Other Achievements & skills:
• Developed Multi Market category growth strategy on Non Potato snacks for Asia Pacific
• Led 1st LEAN Value chain study in Foods for TH.
• Leading TH Snack planogramming strategy.
• Experience in partnering and delivering results in Franchise, JV & COSO model.

Jun 2015 – Jan 2017 · 1 yr 7 mos

• RESPONSIBILITIES:
• Grow the business and lead transformation by creating competitive gaps across the value. Influence all relevant lines of the P&L eg Capex, Marketing spend etc.
• Develop and coach core team on leadership and functional skills.
• Rally support functions like Sales and Operations behind the business strategy to deliver extraordinary results by energizing and engaging them and influencing them without authority.
• KEY ACHIEVEMENTS:
• Spearheaded the development of a holistic coffee portfolio for Pakistan balancing emerging, mainstream and premium consumer needstates.
• Deployed a comprehensive 3 year lobbying strategy for NESCAFÉ to combat parallel imports and build a case for level playing field by roping in customs authorities, IP implementation and FDI council engagement. Early wins include a +20% increase in pure soluble coffee market share.
• Accelerated household coffee penetration in Pakistanis by in 1 year by tailoring the product to emerging consumer palette with a taste win over tea and build morning occassion.
• Transformed NESCAFÉ into the most talked about hot beverage brand, online, in Pakistan through search optimization, live listening tools to create on trend content and robust community management.
• Developed first digital listening based brand health funnel for NESCAFÉ leveraging previous consumer research expertise.
• Launched first household coffee machine system; NESCAFÉ Dolce Gusto, through retail and ecom. Set up shop in shop, brand ambassadors and high networth client partnerships with banks and credit card companies to drive machine sell in. Set up after-sale unit and online pod ordering portal.
• Set up first E-com distributor model for Nestle Pakistan.
• Certified master trainer and currently 'Consumer Champion' for NESTLÉ Pakistan, focusing on closing functional education and training gaps for brand builders related to market sizing, forecasting, segmentation and brand positioning.

Jun 2013 – Jun 2015 · 2 yrs

• Drive Consumer and Market centricity across the organization to optimize our value chain, eliminate waste and create competitive gaps with competition on our product offerings, services and quality of human talent. This is the biggest change initiative at NESTLÉ post SAP implementation.
• This position is part of the Market Executive Committee and reports into the MD.
• RESPONSIBILITIES:
• Prepare the organization for change by engaging Excom and HR. Implement the change plan with their active support.
• Build people capability on functional and leadership skills to equip them for the change.
• Deploy LEAN Six Sigma program across the organization.
• Design adequate structures and resources for the successful roll out of Nestle Continous Improvement (Global improvement initiative) plan across the market.
• KEY ACHIEVEMENTS:
• Total delivered cost reduced by PKR 2 Billion year on year, and structural costs by 1% in 2014, through Improvement projects in and beyond operations.
• Implemented LEAN Manufacturing and LEAN Value Stream optimization in two biggest business units, Juices and Dairy.
• Key performance scorecards developed, aligned and cascaded across the organization till the Distributor Sales OR to ensure direction, cross functional cooperation and regular monitoring.
• Built basic problem solving skills in all 4000 employees within 2 years.
• Executed competence matrix and gap assessments for all employees to develop targeted training plans, inline with Market priorities.

Sep 2010 – Jun 2013 · 2 yrs 9 mos

• NESTLÉ Juices are a local brand, specific to Pakistan, and all brand programs and I&R strategies are developed my the market team.
• RESPONSIBILITIES:
• Lead the portfolio development with category stewardship through strong brand programs and innovation pipeline development.
• KEY ACHIEVEMENTS:
• Developed a comprehensive juices portfolio to capture the emerging and affluent consumer needstates, such that within 2 years, from a distant 3rd players, NESTLÉ became the no.1 juice player in Pakistan. Key initiatives included an Packaging restage for NESTLÉ FRUITA VITALS and the launch of our affordable brand NESTLÉ NESFRUTA.
• Accelerated juices category growth through youth recruitment from fruit flavoured carbonates. Category grew by +10% while we continued to gain share.
• Successfully premiumized the Juices & Nectar portfolio through new brand ID development and packaging facelift. +25% price increase accompanied with +20% volume growth in 2011.
• Made NESTLÉ FRUITA VITALS the biggest NESTLÉ brand on Facebook in 2012.
• Part of the NESTLÉ Gender Balance task force. Developed and executed plans to improve Gender participation at NESTLÉ by +15%vs. YAGO. Key milestones included focus on building awareness on unconscious bias and developing strong, bilingual leaders.

Nov 2006 – Aug 2007 · 9 mos · Karachi, Pakistan

• Responsible for stakeholder engagement and Public Relationship Management.
• KEY ACHIEVEMENTS:
• Developed and executed the launch campaign for Pakistan’s first online commodity futures exchange, PMEX.
• Boosted investor interest and broker clientele through a series of interactive PR events and awareness sessions targeting Government institutions, private investors and media.

Jul 2004 – Feb 2006 · 1 yr 7 mos · Pakistan

• RESPONSIBILITIES:
• Paper category: Category strategy development, consumer insight, volume forecasting for brands
• Center of expertise: Market lead for shopper studies and Communication testing.
• Research tool knowledge: Pricing studies, Equity scans, Market mix modeling, Segmentation studies, Concept & use tests, U&A studies, Regression, Correlation and Conjoint analysis.
• ACHIEVEMENTS:
• Led the first shopper study in Pakistan in 2005.
• Executed the first wholesale audit in Pakistan to develop category bundle pack options for METRO.
• ‘Diversity champion’ at P&G; driving the gender and multicultural agenda within the organization and also on job fairs.

Sep 1999 – Jun 2000 · 9 mos · Pakistan

• Ensured that creative campaigns were developed on equity, communicated the brand message in an engaging manner and delivered on time.
• KEY ACHIEVEMENTS:
• Developed and implemented through the line 360 degree re-launch campaigns for Capstan & Gold Flake, in 2000.
• Planned and executed consumer promotions and corporate PR events to amplify the re-launch.
• Built strong consumer, brand health indicator, household panel and segmentation knowledge.