Apr 2022 – Jun 2023 · 1 yr 2 mos

Jul 2021 – Mar 2022 · 8 mos

• I joined The Hive to launch the Karachi hub. In a short span, I moved from Head of Marketing to COO to CEO - taking full P&L responsibility.
• The challenge:
• Pakistan's coworking market was a graveyard. Landlords and tenants had burned each other for years. Trust was non-existent. Price sensitivity was extreme. And then COVID hit.
• What I did:
• Rebuilt trust through operational excellence, not discounting. We became the premium option in a race-to-the-bottom market and made it work.
• Results:
• Grew the business 3x
• Achieved 100% occupancy across all hubs
• Scaled from ~100 to ~800 serviced offices and coworking seats
• Hit profitability
• How we did it:
• Standardised processes across lead generation, sales, marketing, and operations - enabling teams to operate independently across cities with minimal HQ intervention
• Implemented solid lead management and sales systems to reduce friction and increase conversions
• Reworked team structure for agility and transparency
• Redesigned spaces for greater efficiency without sacrificing customer experience
• Developed targeted B2B campaigns and broker partnerships to maintain a healthy pipeline
• Introduced new pricing that maintained our premium positioning while supporting growing startups
• Introduced OKRs to align everyone toward the big picture while giving clarity on immediate next steps
• What I learned:
• In constrained markets, you can't buy your way to success. You have to build trust, fix unit economics, and empower your team to operate without constant oversight. Do that, and profitability follows.

Jul 2020 – Aug 2021 · 1 yr 1 mo

Oct 2018 – Jun 2020 · 1 yr 8 mos

Sep 2016 – Present · 9 yrs 7 mos · Pakistan

• In 2016, my friend Nida Salman and I decided to do something the industry thought was impossible: launch Pakistan's first digital design conference.
• A year of rejections, cold pitches, and small wins later, we pulled it off. 700+ designers, marketers, and academics from 6 countries. Sponsors like IBM, PTCL, and Turkish Airlines. Two days that actually moved the conversation forward on what good design means in Pakistan.
• With one of the most powerful speaker lineups Pakistan has seen and significant work going into ensuring content that inspired the industry, the event was a huge success.
• Today, ND2C is more than an annual event - we're building Pakistan as the design hub of the region.

Mar 2011 – Present · 15 yrs 1 mo · Remote

• Minerva is my sandbox for building the kind of future of work I want to see - one that’s more human, less isolating, and deeply meaningful.
• Through Minerva, I create spaces—both physical and digital—where executives and leaders can engage in the conversations that truly move the needle.

Feb 2008 – Feb 2011 · 3 yrs · Dubai

• This is where I learned to read the story behind the numbers.
• As an auditor, you live in two worlds: the processes that run a business and the numbers that reveal what's actually happening. You learn to spot patterns, find discrepancies, and understand what makes a business work or fall apart.
• I worked with clients across telecommunications, insurance, financial services, mining, and general trading. Every audit was a masterclass in how different businesses operate, where they break, and what governance actually looks like when it works.
• At 22, I revamped our entire audit manual to improve quality and reflect updates to IFRS and regulatory requirements. It felt massive at the time. Looking back, it was the first time I realised I love building systems that make complex work simpler.
• What I carried forward:
• The ability to build stories from numbers. A love for processes and systems. And the discipline to look past what people say and focus on what the data actually shows.