• Owned global brand strategy and governance across positioning, messaging, tone of voice, brand architecture, guidelines, campaigns, and toolkits. • Built and ran a full-service in-house content engine across paid, earned, and owned channels, embedding AI-assisted creation and automation to scale ideation, copy, scripts, variants, repurposing, and reporting, supported by clear QA and brand governance to ensure accuracy and consistency. • Delivered YoY growth in brand awareness and performance with earned media value up 18%, reach up 75%, engagements up 97%, positive sentiment up 115%, and content output up 193%, while reducing production and media costs by 83%. • Optimized performance across paid, earned, and owned channels by rebalancing acquisition toward higher-intent sources, increasing non-paid share of sign-ups from 24.3% to 57.2%. • Drove alignment and delivery with an 18-member distributed marketing team based in Vancouver, Toronto, Calgary, Geneva, Bali, São Paulo, Guayaquil, Manila, and Cairo, spanning copy, design, video, media planning, and buying. • Partnered with product and engineering to shape product direction from customer and partner insights, contributing to roadmap prioritization, feature definition, and adoption-focused releases. • Partnered with enterprise sales and partner success teams to support B2B GTM through sales enablement assets, partner storytelling, co-marketing materials, and customer-facing narratives. • Led founder thought leadership and executive visibility across social, video, global speaking engagements, and publicity support. • Contributed to award-winning recognition for the founder (Global Presence Humanitarian Award 2025; Global Recycling Foundation Recycling Heroes Award 2024; Unione Nazionale Consumatori Vincenzo Dona Award 2024; The Globe and Mail Report on Business Magazine Changemakers Award 2023) and the company (International Green Industry Hall of Fame Inductee 2023; Reuters Events Responsible Business Awards Social Impact Award 2022; NBJ Awards Sustainability and Stewardship 2022). CLIENTS: • P&G • Coca-Cola • PepsiCo • Natreve • Hello Fresh • Henkel • SC Johnson • Davines • Coopervision • Alcon • Plastic Bank Foundation • Alliance to End Plastic Waste.

Marketing Strategy, Advertising, PR, Digital, Social, Activation, AV Production, Dev • Member of BBDO’s Asia CEO Council, led a full-service agency for the network in Southeast Asia’s largest consumer market and advertiser base. • Successfully operated at salary-to-revenue ratio below 55%, pre-tax profit above 21%, and business growth of over 45% with headcount of 60+ employees. • Achieved R3 Worldwide's #1 ranking for BBDO out of 28 Creative and Digital Agencies in Indonesia for new business growth in 2019. CLIENTS: • P&G (Corporate, Pantene, H&S, Downy, Olay) • Unilever (Rexona, Sunsilk, SariWangi) • PepsiCo Frito-Lay (Corporate, Lay's, Quaker, Cheetos, Doritos) • Johnson & Johnson (Johnson's Baby) • Mars (Wrigley's, Snickers, Dove, Whiskas) • Fonterra (Anlene, Anchor, Anmum) • Diageo (Guinness, McDowell’s, Gilbey’s) • Suntory Brands • SC Johnson • Axiata (Postpaid & Home Solutions) • Mercedes-Benz • Exxon Mobil • Visa • Bank of Central Asia (BCA) • BlueScope (Zacs, Colorbond).

Marketing Strategy, Advertising, PR, Digital, Social, Activation, AV Production, Dev • Headed a team of 30+ members from strategy, account management, digital, PR and activation units. • Shaped client-side product and service propositions beyond campaigns, translating business objectives into experience flows, feature sets, and market-ready positioning. • Won Bronze at APAC Effie 2019 and at WARC Prize for Asian Strategy 2018. CLIENTS: • P&G (Corporate, Pantene, H&S, Downy, Olay) • Unilever (Rexona, Sunsilk, SariWangi) • PepsiCo Frito-Lay (Corporate, Lay's, Quaker, Cheetos, Doritos) • Johnson & Johnson (Johnson's Baby) • Mars (Wrigley's, Snickers, Dove, Whiskas) • Fonterra (Anlene, Anchor, Anmum) • Diageo (Guinness, McDowell’s, Gilbey’s) • Suntory Brands • SC Johnson • Axiata (Postpaid & Home Solutions) • Mercedes-Benz • Exxon Mobil • Visa • Bank of Central Asia (BCA) • BlueScope (Zacs, Colorbond).

Marketing Strategy, Advertising, PR, Digital, Social, Activation, AV Production, Dev • Headed 5-member planning team, offering strategic consultancy to C-suite. • Won Gold and Smart Spender Special at WARC Awards 2018. CLIENTS: • P&G (Corporate, Pantene, H&S, Downy, Olay) • Unilever (Rexona, Sunsilk, SariWangi) • PepsiCo Frito-Lay (Corporate, Lay's, Quaker, Cheetos, Doritos) • Johnson & Johnson (Johnson's Baby) • Mars (Wrigley's, Snickers, Dove, Whiskas) • Fonterra (Anlene, Anchor, Anmum) • Diageo (Guinness, McDowell’s, Gilbey’s) • Suntory Brands • SC Johnson • Axiata (Postpaid & Home Solutions) • Mercedes-Benz • Exxon Mobil • Visa • Bank of Central Asia (BCA) • BlueScope (Zacs, Colorbond).

Marketing Strategy, Advertising, Digital, Social • Planning lead for Nestlé and new businesses pitched by Ogilvy. • Contributed as lead strategist and case writer in winning two silvers for Creative & Digital ‘Agency of the Year' at Campaign South Asia AoY 2016. CLIENTS: • Nestlé (Corporate, Pure Life, Milo, Nido, Cerelac, Nangrow, Lactogrow, Cerevita, Fruita Vitals, Nesfruta, Start Healthy Stay Healthy) • Tapal Tea • English Biscuits (Corporate, Sooper, Rio) • Telenor.

Advertising, Media Planning & Buying, Digital, Social, PR, AV Production • Heading North operations (financial and business management). • Supervising strategy, creative, media and account management functions. CLIENTS: • VEON (Jazz) • Haier • Volvo • Allied Bank • Kale Ceramics.

Digital, Media Planning & Buying, Advertising, Social, Dev • Supervising strategy, content, design, social media management, UX, software development and digital media planning & buying across 10+ specialists. • Won 'Best in Social Media' at PASHA’s 10th Annual Pakistan ICT Awards 2013. CLIENTS: • Etisalat (Ufone) • Kashmir Oils.

Marketing Strategy, Advertising, Digital, Social • Reporting to CEO, supervising planning, and account management functions. CLIENTS: • Deutsché Bank • Debenhams • Mothercare • Next • Monsoon • Accessorize • Bata • Lahore University of Management Sciences (LUMS) • Fatima Fertilizers • Aga Khan University Hospital • Pharma Bureau • Overseas Investors' Chamber of Commerce & Industry • Securities & Exchange Commission of Pakistan

Brand Positioning, Marketing Strategy, Portfolio Management • Purpose-built 'Human' (not 'Public') Relations Collaborate to advocate individuals over institutions, co-operation over corporation, personalization over generalization, customization over compartmentalization and consciousness over control. • Profiling and representing individuals in performing arts as brands. • Specializing in script doctoring, attribute redefinition, spokesperson training, media profiling, brand ambassadorships and celebrity management.

Marketing Strategy, Product Development, Branding, AV Production • Image management and profiling of network. • Directing research, strategic planning, marketing, and product development teams (15 members, 3 cities). • Conceptualizing, pitching, producing and successfully airing industry / issue-centric customized solutions for clients in collaboration with programming division. • Identifying, pitching, and materializing content integration opportunities. • Managing annual revenue target with sales division.

Marketing Effectiveness (Advanced)

Institute of Practitioners in Advertising (IPA), UK

2018

Credential ID: IET20092