Functional Skills
Go-to-market Strategy
Digital Marketing / Advertising
Customer Segmentation
Market Mapping
Voice of the Customer
Communications
Brand Strategy
Marketing Strategy
Software Skills
Basecamp
Canva
Data visualization
G Suite
Microsoft Office
Microsoft PowerPoint
Microsoft Project
Microsoft Word
SurveyMonkey
MacOS
Sector Experience
Automotive
Consumer Goods
Financial Services
Retail
Telecom
Languages
English
Urdu
Experience
Independent
Marketing
Strategy Consultant
9/2020 - Present
- Working with startups to build their brand, marketing and GTM strategy
- Leading strategic planning on a global brands for companies like Kellogg's, Pizza Hut, Canon and Reckitt among others
- Leading strategic planning on a global brands for companies like Kellogg's, Pizza Hut, Canon and Reckitt among others
FCB Chicago
Media & Communications
VP Strategic Planning
6/2019 - 8/2020
Led Retail Strategy for Xfinity with the aim to deliver best-in-class thinking to drive Retail Communications and Activations. Scope of work entailed Thought Leadership to evolve the role of retail for Xfinity inline with industry trends.
Supported the team with strategic thinking to drive the store redesign and to define the evolution of the customer experience to be more engaging and brand-led.
Supported the team with strategic thinking to drive the store redesign and to define the evolution of the customer experience to be more engaging and brand-led.
TracyLocke
Media & Communications
Global Planning Director
7/2017 - 6/2019
Led Global Planning on SC Johnson for all Home Cleaning (mainly Mr. Muscle, Scrubbing Bubbles, Duck, Windex, Pledge, KabiKiller and Lysoform), Pest Control (mainly OFF!, Raid and Baygon) and Air Care brands (mainly Glade).
North America scope involves all shopper marketing strategy work for major retailers like Walmart, Target, Sam's Club, Home Depot and Dollar General among others.
Global scope involved supporting TL offices in UK, Singapore and Argentina
North America scope involves all shopper marketing strategy work for major retailers like Walmart, Target, Sam's Club, Home Depot and Dollar General among others.
Global scope involved supporting TL offices in UK, Singapore and Argentina
Independent
Marketing
Strategy Consultant
1/2016 - 6/2017
Led projects across the many facets of marketing and communications from brand strategy development to cultural insight mining for global companies.
o Brand Strategy Consultancy for a Fortune 250 Company
o Cultural Insight Mining for a Global Food Company
o Brand Strategy Consultancy for a Fortune 250 Company
o Cultural Insight Mining for a Global Food Company
Mobily
Marketing
VP - Branding
9/2013 - 11/2015
Led all Brand Building Initiatives for Mobily
- Led the Brand Strategy team to guide the turnaround strategy and refresh the positioning of the Mobily brand after the audit crisis in Q4 of 2014
- Led the Brand Communication team to launch the biggest campaign in the history of Mobily for Ramadan - an integrated “turnaround” campaign involving Brand, Commercial, CSR, Social Media, Events, On-ground activation and Internal Communications
- Led the Brand Strategy team to guide the turnaround strategy and refresh the positioning of the Mobily brand after the audit crisis in Q4 of 2014
- Led the Brand Communication team to launch the biggest campaign in the history of Mobily for Ramadan - an integrated “turnaround” campaign involving Brand, Commercial, CSR, Social Media, Events, On-ground activation and Internal Communications
DDB Worldwide
Media & Communications
Strategic Planning Director
9/2005 - 8/2013
Led the business for DDB across disciplines in the Middle East
- New Business Development Projects were led for
- Africa (Sudan, South Africa)
- Levant (Syria, Jordan)
- GCC (Saudi Arabia, UAE, Qatar, Oman)
- Provided strategic business development support for all group offices including:
- DDB (for Advertising)
- RAPP (for Brand Activation)
- Tracy Locke (Shopper Marketing)
- Tribal DDB (Digital)
- New Business Development Projects were led for
- Africa (Sudan, South Africa)
- Levant (Syria, Jordan)
- GCC (Saudi Arabia, UAE, Qatar, Oman)
- Provided strategic business development support for all group offices including:
- DDB (for Advertising)
- RAPP (for Brand Activation)
- Tracy Locke (Shopper Marketing)
- Tribal DDB (Digital)
Ogilvy Worldwide
Media & Communications
Strategy Director
2/2003 - 6/2005
The brand activation and experiential marketing agency within the Ogilvy Group. Responsible for driving strategy and meeting the annual business targets for the agency.
Key Achievements:
- Enabled breakthrough growth making it the largest activation and experiential agency in the country in a record 15 months.
- Strategically re-positioned the company from being execution led to a value added strategic partner
Key Achievements:
- Enabled breakthrough growth making it the largest activation and experiential agency in the country in a record 15 months.
- Strategically re-positioned the company from being execution led to a value added strategic partner
Bulls Eye
Media & Communications
Brand Strategist
2/2002 - 2/2003
Setup Pakistan’s first strategic marketing agency. A pioneering effort to provide media neutral, problem centric, brand solutions.
Key responsibilities included:
- Leading the development of strategies on all brand planning, brand activation and experiential marketing projects
- Leading project implementation from initial briefing to final execution
Key responsibilities included:
- Leading the development of strategies on all brand planning, brand activation and experiential marketing projects
- Leading project implementation from initial briefing to final execution
Ogilvy Worldwide
Media & Communications
Strategic Planning Manager
2/2000 - 2/2002
- Responsible for new business pitches and planning for beverages and telecom
- Worked on the largest study on food with Ogilvy Asia Pacific that was recognized ‘to be the best amongst 14 countries’
- Led training and development for the agency that included courses on 360 Brand Stewardship, Mastery of Self, Leadership etc.
- Worked on the largest study on food with Ogilvy Asia Pacific that was recognized ‘to be the best amongst 14 countries’
- Led training and development for the agency that included courses on 360 Brand Stewardship, Mastery of Self, Leadership etc.
Sanofi
Marketing
New Business Development Manager
2/1999 - 1/2000
Responsible for launching new products with the Aventis Global Team and the Ministry of Health.
Responsibilities included:
- Understand and mastering the product category and the ailments being addressed by the new drug
- Supporting the development of training documents for the sales teams
- Developing presentations and briefings for the Ministry of Health approvals
- Managing brand guidelines implementation inline with the Global Product teams.
Responsibilities included:
- Understand and mastering the product category and the ailments being addressed by the new drug
- Supporting the development of training documents for the sales teams
- Developing presentations and briefings for the Ministry of Health approvals
- Managing brand guidelines implementation inline with the Global Product teams.