Archive 2022

Mohtashim Abbasi is a data and insights professional with almost 2 decades of experience in consumer and market research. During his career he has worked for the top research agencies and clients, in both Pakistan and abroad. His experience covers all aspect of evaluating marketing and communication strategies. Currently he is working on market research and insights solution for the digital age.

Tariq Bashir has +12 years of experience in FMCG industry managing commercial strategies and execution in particular with home cleaning, pest control and personal care brands. He had been been associated with P&G and RB and currently leading SC Johnson Pakistan as Country Manager. He has rich experience of growing brands in established and emerging categories while managing trade evolution in Pakistan from traditional to modern and emerging channels. As country leader he is responsible for complete business management to boost healthy profitable growth for SCJ brands. Tariq is passionate about learning new things and is always looking for acquiring new skills while improving as a leader and marketeer with an aim to impact lives positively.

Asima has 20 years + of FMCG experience across local and international markets. Currently she is looking after the ‘Beauty & Personal Care ‘division for Unilever Pakistan and is part of the local Management Committee. She has been with Unilever since 2001 and has worked across various categories in Beauty & Personal care and Foods & Refreshments. In 2015, she got expatriated to PT. Unilever Indonesia and was responsible for their hair business till she moved back to Pakistan in 2018. She is a passionate advocate for girls’ empowerment and aims to drive inclusion through the reach and influence of the brands she works on.

20 years of diverse operational and leadership experience, with an obsessive focus on customers and building brand value. I like to work on innovation and incubation projects, brand, product, business and monetization strategies, and fire-fighting things with solutions that make it work. Key Direct Market Experience: South Asia (India, Bangladesh & Sri Lanka), South East Asia (Malaysia, Thailand, Indonesia) Ancillary Market Experience: Philippines, Singapore, South Korea, Japan, Pakistan, Brazil, Ivory Coast, Uganda, Nigeria, Senegal Category Expertise: Telecom, mHealth, Media & Content, Advertising & Brand Communications, Consumer Technology, FMCG, Start-ups (MedTech & EdTech), Founder of Koios Consult is a boutique innovation strategy, business design and brand consulting firm that operates at the cusp innovation, technology and customer. Engaged with a diverse set of clients across geographies in S.E. Asia, South Asia, Africa and Northern Europe in the T.M.T Category on driving market entry, innovation strategy, scaling and brand consulting. Co-Founder of kaffeine.ai, a “Growth as a Service” start-up delivering sustainable business growth through innovative use of 1st party data and technology platforms in the “post cookie” future of marketing. My leadership traits that allow me to do the above are based on four attributes. 1. Ability to create clarity when none exists 2. Ability to spark energy, not only in my own team but across the organization 3. Ability to succeed in an over constrained space (less resource/crowded market) 4. To follow my conviction that if something is important enough one should try, even if the probable outcome is failure. I fundamentally believe that if something is important enough one should try, even if the probable outcome is a failure and that if you are not learning new things, you stop doing great and useful things.

Ahsan Shamim is currently Head of Digital & Business Operations at MSD Norway (www.msd.com). Ahsan is an enthusiastic global digital practitioner, with strong brand management and digital expertise from FMCGs, telecom, fintech, home products & biopharma. Over his career, Ahsan has built a strong track record of developing digital & marketing strategies, based on strong consumer insights and leveraging data and analytics.

Consumer-Centric, Media, Digital & Data Strategist | Empathic Team Leader | Driving award-winning Digital Media Transformation | Media & Digital Hub lead MYSG MCL With in-depth experience in leveraging data to drive marketing solutions, led multi-million-dollar large-scale transformation projects & programs from start-up to deployment. Adept at identifying opportunities with strong profit potential, I am a detail-oriented Team Leader passionate about creating top-calibre deliverables, solving process inefficiencies, and crafting solutions that deliver value. I hone superior communication skills, understand objectives, and lead business and technical discussions. With a Growth Mindset aimed at nurturing talent, I possess an analytical mindset, outstanding communication, and exceptional interpersonal skills.

Currently managing the business portfolio for Ogilvy in Karachi, Islamabad and International Clients. It was 16 years ago when Naved began his adventures in Advertising. The journey started with an internship at Contract Advertising (a WPP Company) and quickly realized that he had stumbled upon what he was destined to pursue. The big bad world of advertising is where he belonged. Completing over a decade in this industry, working for agencies such as Mullen Lowe and Adcom Leo Burnett, on Multinational and local brands such as Unilever, EngroFoods, EBM, PUBGM, Mondelez, Telenor, Shan Foods and the Bill and Melinda Gates Foundation, his passion for building brands, nourishing teams and seeing campaigns roll out is just as strong.

Fazeel Sarwar is the Chief Integration Officer at Wavemaker Philippines where he is leading the digital transformation for COLPAL. He has 11 years of experience in digital marketing, having started his career within the field when it was at its infancy. He has previously led similar digital transformation agendas for Unilever and Nestle in Pakistan as well as spearheading hybridization within GroupM

Sadia Qutubuddin has over twenty years of experience in Advertising working for industry-leading local and international brands such as Mondelez, Nestle, HBL, Olpers, Shan, Unilever, Telenor, and EBM to name a few. She started as an Art Director and as an ECD still obsesses over font size and kerning. An overthinker, Sadia is never satisfied with her work or anything for that matter. A creative director and filmmaker, Sadia loves a problem, because a big problem means that an equally big and juicy solution is out there that she likes to ferret out. She believes great work happens only through collaboration, under pressure, and in-between fits of laughter.

Aly Mustansir is CEO and Director, Medialogic, Pakistan’s leading TAM company. He is also an independent brand consultant and trainer, focusing on Pakistani companies who want to create and build brands for business growth. He advises and guides companies on building brands for business growth, optimizing marketing infrastructure and budgets, and using media effectively and efficiently. He also trains marketing teams on developing strong and insightful communication and amplifying brand stories through content placement and consumer activation. Aly uses the term ‘Brand Partner’ to describe his role with clients seeking help in areas of Brand Development, Marketing Training and Brand Communication. Aly Mustansir began his professional life with Unilever. During his 12-year career with the company in Pakistan and abroad, he was responsible for major assignments including the launch of Wall’s Ice Cream in Pakistan, turnaround of the Sri Lankan ice cream business, and relaunch of the 50-year old Lifebuoy brand. In 2006, Aly joined HBL (Habib Bank Limited) as Head of Marketing & Brand Management where he relaunched the brand with a new positioning and corporate identity, and centralized Marketing for all businesses of the bank across the globe. During his tenure, HBL was awarded the “Buzziest Brand” in the financial industry. In June 2013, Aly joined the Abu Dhabi Group in Pakistan as the Chief Marketing Officer of Bank Alfalah. He relaunched the Alfalah brand and restructured the marketing process and organization. In 2017, Bank Alfalah received a Superbrand nomination as well as other marketing awards including a PAS Award for Best Financial Services Campaign. Aly has delivered lectures on Marketing and Branding to a variety of audiences within and outside Pakistan including countries in South and Far East Asia, Middle East, Africa and Europe. He has received various prestigious awards including the MAP Excellence Award for ‘Contribution to the field of Marketing Management’ in 2011, and ‘Asia’s Most Influential CMO’ by the World Brand Congress in 2015.

Yasir is a Brand Marketing guru with 15 years of corporate experience and currently heads Marketing at Telenor Pakistan. His sharp insight has shaped Telenor’s marketing into a strategic, agile and customer-centric force. Yasir is on a quest to transform, disrupt and stir up the marketing landscape in Pakistan which has resulted in many innovative Pakistan-first campaigns. These game changers have been the foundation for Telenor’s recognition at the local and international platforms. One who never sits idle, Yasir strives to further hone his design perspective exploring art, design and dabbling in sketching himself.

A creative brand builder and marketing specialist, Moomal has over 12 years of rich experience in brands across Consumer and Pharma product portfolios. Her experience working in local and international markets for GlaxoSmithKline based in Pakistan and Dubai (Gulf & Near East region) has given her tremendous insight and learning across roles catering to Brand Strategy, Communications, Process Improvement and Marketing Commercial Excellence Frameworks. With strong transferable skills and knack for creative storytelling she is currently Head of Strategy; Create Think Tank. Coupled with her start-up mindset and healthcare expertise, she is a Founding Member and GM; Create Health, a first of its kind healthcare focused strategy, digital and tech agency catering to Pharmaceuticals, doctors, patients and hospitals in Pakistan. Her diverse experience in advertising, marketing and brand management across industries allows her to be multifaceted with a unique approach to solving problems and creative thinking.

Raza, has a decade worth of experience of fueling brand growth through integrated media solutions. He started off his career at Adcom Zenith and then worked at the largest FMCG’s in the country including Unilever, Coca-Cola and P&G. This allows him to bring the best of both worlds (Agency and Client) in creating an effective media strategy which has led to brand growth and increased penetration. Having worked on some of the biggest brands in the country has allowed him to develop a range of expertise in media mix modelling, brand growth fueled through media and digital transformation.

Sajid possesses extensive experience in the fields of market research and activations. Having worked for more than 15 years in different roles and categories with Unilever (Pakistan, Gulf and Saudi Arabia), Sajid started his own Research & Activations Agency in 2013. Sajid takes keen interest in developing local talent in respective fields. He played active role in reviving Market Research Society of Pakistan. From time to time, delivers lectures at leading educational institutions as visiting faculty / guest speaker.

Every brand or company has stories to tell—stories that will not only engage, inform, surprise, delight, and impact their audience, but that will also deliver on measurable business goals. And I am the conduit between the brand and consumer. I help clients find the subject and medium that best fits their unique identity, and then I produce high-quality campaigns & content that meets their objectives. My specialities include digital media, technology, consumer behaviour, brand awareness, and omnichannel marketing campaigns. I have had the honour of creating impactful and award-winning campaigns for brands & companies such as Adidas, Goodyear, Henkel Gmbh, Unilever, Nestle, Uber, Telenor, Mitchell's, Kansai Paints etc.

In a span of 10 years, I have had the opportunity of heading 3 startups of my own:

1. Phreakin Digital: a boutique creative agency
2. Appsters: web & mobile solutions software house
3. The Iron Clash: fitness sports platform
4. Dig In: A cloud kitchen startup

Fahad Ahmed is the Unit Head-Digital Marketing and joined HBL in May 2019. Fahad brings a rich experience of having worked on different marketing and sales positions in FMCGs and Telecommunication companies. Fahad’s career spans over 18 years of working with renowned brands like Olper’s, Tarang and HBL. He is a dynamic and highly skilled marketeer with the ability to initiate success in digital business transformation and data-driven marketing. Fahad is an alumnus of IBA, Karachi.

A man who wears multiple hats and a cape leading an extraordinary league! Started his advertising career more than 15 years ago and is currently serving MullenLowe Rauf as General Manager for their Lahore office. Naveed is an avid collector of model cars, has a quirky fascination with parrots and is a huge marvel fan. Always wanted to become a superhero… and he became one… to his 2 beautiful daughters!

A digital marketing specialist with core competency in media planning/buying/strategy and managing Biddable &Programmatic platforms. Has worked on multiple clients ranging from FMCG, Banking and Apparel categories. Has played an instrumental role in strategizing and developing digital media concepts and pitches including recent GroupM win of CocaCola company in 2021 and many more! Has also Led Mindshare’s Unilever Digital team that won South-Asia Digital Agency of the Year twice. Grew Unilever’s E-commerce portfolio from 2% to 20%. Enhanced Unilever’s presence on Programmatic buying from 4% to 25%. Developed a state of the art tool called Digital Health Scorecard for Unilever that won him the Digital Planner of the Year 2018. Launched first Pepsi Online Food Festival campaign – Food-commerce as a GroupM Initiative – 2019. Executed an Award-Winning e-commerce campaign for Pond’s Women’s Day – Won Bronze in the ARR (Asia Africa Russia) Awards. Also featured in YouTube Pulse event – 2018. Won U-Cannes Award for Pond’s Mothers’ Day 360 performance-based Campaign – 2019. Initiated Pakistan’s 1st Sports sync campaign for Wall’s ice-cream sandwich with FIFA World Cup 2018. This campaign was featured in a case study by 4C insights – Nominated in Effies for Best Media Innovation – 2019.

Driven by untiring creative passion and the determination to deliver above and beyond, Hassan has lead clients in multiple categories for the last 13 years across Pakistan and the Middle East. He is currently the Executive Director at Ogilvy Lahore, steering the biggest Ogilvy office in Pakistan to new heights. Hassan has had the privilege to partner with various MNCs like Mondelēz, Coca-Cola, British American Tobacco and Nestlé. He brings the right level of courage and business acumen to the table and thrives on pushing clients and his teams out of their comfort zones. Hassan continues to be unstoppable in his pursuit of excellence in advertising.

Fouad comes with a wealth of experience in the media industry. He began his career in 1997 and with over two decades of experience in Strategic Communication Planning for both Digital and Traditional Media within the media industry in Pakistan, he has successfully helped build over 100+ local and multinational brands.

Shoaib Shamim is currently the Marketing Manager – Pakistan Business at Shan Foods. A marketing veteran with 10+ years of experience that began with working in an advertising agency, he has gone on to lead brands at leading FMCG companies such as Unilever and Shan Foods. He has shown a strong track record of delivering business results and creating insightful, high impact communications which have been at the heart of building equity for the brands he works with.

Nida Haider is a Partner at IAL, Saatchi & Saatchi. With over 20 years of advertising experience in both the United States and Pakistan, Nida has assumed multiple roles- from client services, to copywriter, to strategist. Over the years, her brands have won multiple local and international awards including Clios, Cannes Lions, Effies and Communication Arts. Her greatest achievement so far is learning how to deflect a toddler tantrum. She is passionate about good coffee, seamless internet connectivity and reading books to her 4 year old.

A media veteran with over 15yrs of experience across brand and communication planning, trading and investment, launching business units, managing PnL, and personal interest in mentorship and skill development. Currently managing the total investment across traditional and digital universe of the largest media company Groupm with over 20bn billings each year.

Key highlights:

• Launched Xaxis in Pakistan
• Launched Motion Content Group in Pakistan
• Conceptualized and executed the partnership model for acquiring media rights for ICC and PSL
• Setting up the Sports Marketing unit for Groupm in Pakistan

Alam is an engineer turned marketer with a strong passion of digital. He is currently managing Brands - Digital at UAE’s biggest healthcare solutions provider, Pure Health. He has a decade long professional experience in the field of Brand Communication & Management and has spearheaded several brand-launches in the telecom industry. Additionally, with his focus on craft and creativity, Alam has demonstrated success in communication skills, worked well in multicultural teams to achieve shared goals and was able to create brands that connect with human beings and differ within the competitive communication landscape.

Having spent more than 24 years in the corporate and advertising industries, Shehzad has been associated with Prestige, McCann, Ogilvy, Dubai Islamic Bank and LOWE & RAUF at various levels. Having an undying passion for brand & consumer communication in the quest for learning and challenging himself took him to places in various roles within and out of the country. He is now proud to be a part of Pakistan’s leading film production company with a simple belief that is to keep learning, to keep growing.

With near 2 decades of experience, Mian Usman has been marketing brands and leading teams at Shell in Pakistan, Castrol in Canada and most recently returning to Pakistan, as Chief Marketing & Innovation Officer, Pakistan State Oil. He is also the president of the PSO CSR Trust. Usman has a strong track record for devising strategy and seeing it through to execution, delivering results. Known for his out of the box thinking, he likes to push the envelope. His creativity too has led to ads that won his team at Shell a PAS award. He did his bachelors in Economics from the University of Texas at Austin and his MBA from LUMS. He is an avid golfer and has represented Pakistan!

He is a permanent faculty member in the Department of Communication Design, Indus Valley School of Art and Architecture, and a visiting faculty at Habib University, IBA and SZABIST. His education in Design and Psychology creates a unique mix supporting his teaching and professional work. When he is not teaching, he trains young interaction designers and dabbles in Urdu Calligraphy.

Qashif Effendi is CEO of Three Musketeers Kids Company, an Ontario, Canada based company making exciting and innovative products for kids. Prior to this he has worked at companies such as Reem Rice Mills Pvt Ltd, Abu Dhabi National Industrial Projects Co., 180 Degrees, Tetley, Unilever, Philips Whirlpool and Caltex. He is also the visiting faculty at IBA, Karachi and George Brown College, Toronto teaching Strategic Marketing and Paid Media Marketing to MBA and BBA students.

With undiminishing energy, passion and enthusiasm, Waheed Bhatti is keeping the skill alive to grasp the bigger picture and quickly bring the most complex situations down to a single issue, clearly define the vision and the mission, lay out the strategy, make sure it's internalized, get the team together and turn the situation around. He has been based in Pakistan, Germany, The Middle East, The Netherlands, Indonesia, Singapore and back to The Netherlands, managing a range of global brands worldwide. They include Unilever, Philips, Nestle, Kellogg’s, Colgate Palmolive, Emirates, etc. The agencies he has worked with are Ogilvy, JWT, Y&R and DDB. Other than unifying, centralizing and managing several global brands, he has successfully built the agency networks in Eastern Europe and the Middle East. Waheed has also been on the “other side of the table” as the EVP worldwide marketing for Commodore. He is now a consultant, also known as a "Brand Activist", based in The Netherlands. He has been a speaker at numerous international marketing and advertising events and a jury member for Effie Awards.

Media Strategist with over 13 years of media planning, buying and digital experience across various CPG and consumer appliance verticals such as Unilever, P&G, National Foods, Dawlance, Samsung and more. Currently leading a portfolio of over 2 billion PKR for online and offline media at Mediavest Pakistan across major clients from the Pakistani market. Specializes in strategic thinking, IMC planning, consumer behavior analysis and insights and media execution.

Sunil Gupta is a man of many parts. He has spent over 40 years in the marketing communication sector, first with India’s largest agency JWT, and then, for the past 18 years, as a consultant on marketing communication, working across South Asia, MENA and East Africa. He is also a guest lecturer in reputed Management Institutes. He has represented Aprais in these geographies since 2007. He is also very familiar with Pakistan, since he has been working with many Companies on conducting Aprais sessions and facilitations. He has also conducted many Workshops for PAS and other organisations on subjects such as Client-Agency relationships, OOH media, Agency remuneration and Creative Excellence. He has also been on the PAS jury for the Advertising Awards and the Effies. His association with Pakistan goes back over 14 years. He is a published author with three books; a film, TV and theatre actor; a TV anchor and presenter, and a cricket commentator on international radio and TV. He writes for ad industry publications, plays tennis and bridge, is fond of hiking in the hills, and enjoys a few pints in the evenings.

Sani has been in the advertising/communication/media industry approximately for about 25+ years now, have worked in some of the leading agencies in Pakistan, JWT, Ogilvy and Mather, Red Communications (Publicis) & also used to run his own alternative agency at one time, when he was much younger. His international experience started from Ogilvy Vietnam, after which he moved to Ogilvy Jakarta & have worked on a varied number of clients, from telcos to FMCGs, pretty much covering at least 100 brands in total in his career. His urge to explore more made him shift into an independent agency called The Purpose Group in Vietnam, so he decided to move back. His role was VP/Head of CS working on multiple MNC brands as well as many local brands. After spending 25+ successful years in advertising/communication/marketing, he decided there is a lot more to discover, create and experience and broaden his horizons further. Hence, he is at Capital Studio Media City as the Chief Operating Officer of one of the largest production Media Hubs in Vietnam, and house brands like Billboard Music Vietnam, Ntropic Asia, Infinite Studios (Virtual Production), Box Collective (AR/VR), Novel (Film & Tv), Amplify (Artists & Brands) + + .He has also founded a growth consultancy firm called Catalyst LLC in Vietnam that allows companies from across the world to set up a footprint in Vietnam based on their requirements.

Sharing insight-based brand stories for 15 years, Saher brings with her a wealth of experience in both national and multinational brands. She has creatively led some of the most iconic brands of Pakistan such as Knorr, Surf Excel, EFU, Dalda, Kolson and Nesvita, to name a few. Her ability to tap into the true Pakistani culture is what sets her apart in creating insightful advertising that sells. Having spent most of her time with MullenLowe Rauf, in 2020, she became independent and is now working as a Creative Consultant at different agencies.

Sobia is a marketing professional with about 20 years of experience in banking, technology, telecommunication and now tobacco industries. Whether it is heading strong brands to driving marketing for multiple countries, she believes quality communication makes the world go round. She holds her advertising work dear, especially the most loved series of funny ads at Ufone and glamorous productions at Jazz. A computer science major, Sobia is still a nerd at heart, and enjoys bringing a unique thought process to creatively solving business problems. Currently she is the Consumer Marketing Lead at British American Tobacco, helping set up the first marketing services at its Pakistan Global Business Solutions hub, for BAT’s commercial entities across the Asia Pacific and Middle East region. Her love for good ads, and all things logical make her a valuable addition to the Effie Jury.

Ejaz Wasay, Head of the Department of Media Studies & Sr. Fellow Marketing at the Institute of Business Management (IoBM), Karachi, since 2011, has over 37 years of industry experience in the fields of Marketing, Corporate Communications and Advertising. He has worked with several leading local companies and MNCs including Awami Autos, Orient McCann-Erickson, Unilever (formerly Lever Bothers), UBL, Glaxo, Philips and Gillette. In his ten-year stint with Gillette, from 1984 to 1994, he worked in Pakistan, Brazil and the Middle-East. He was last based in Dubai – UAE as Marketing Manager Middle East. He has been Council Member of the Marketing Association of Pakistan (MAP) for many years, and was its President in 2005. He was a regular contributor to publications such as Aurora and Marketing Review. He has been on the Awards Committee of APNS, and Jury Member Pakistan Advertisers’ Society (PAS) Awards since its very inception, as wells Jury Member EFFIE Awards.

As a Consumer Insights Professional, meeting, talking to and getting an in-depth understanding of consumers is Arnaz’s absolute passion. Her inquisitive nature, zeal to continuously develop her skills, overcome obstacles and her fondness for number crunching have added value to her work experience of 25 years – 18 at Colgate Palmolive and 7 in English Biscuit Manufacturers.

Ali Habib is the Chief Marketing & Communications Officer for HBL and leads the Bank’s Marketing and Corporate Affairs functions. He joined HBL in November 2018. Ali brings a rich experience of having worked in similar roles not only in other leading banks but also outside the financial industry. Ali’s career spans 32 years - in Pakistan / Egypt / Yemen - of working in blue chip organizations like Procter & Gamble (P&G), Reckitt Benckiser, Standard Chartered, United Bank Ltd. (UBL) and HBL. He is an accomplished leader with the ability to initiate success in Product Management, Communications, Marketing and Consumer Banking contexts.

Shoaib is a true Young at Heart professional who is a marketeer during the day (and also throughout the night sometimes) with a passion for Photography, Food and Entertainment. He believes living in the NOW as that will ensure a good and positive future. Believes in experiences and doesn’t shy away in imparting the knowledge gained with his colleagues and teams. After spending a significant tenure in the Telco industry, he likes to portray himself as a true telco ambassador. As a person who constantly challenges the status quo, he believes that there is still much to do within the marketing sphere of Pakistan!

A prominent, sought-after entrepreneur, consultant trainer, and marketing researcher, Maryam Wazirzada is dedicated towards helping organizations unleash the untapped potential of their teams since the past 23 years. Her current strategic focus is on her marketing research business and along with that Maryam and her business partner, also happen to be the only women in Pakistan who also own a brand activation firm. Besides being a marketing consultant, Maryam has been passionate about corporate training for the past 21 years. She is also one of the Managing Partners for FranklinCovey Pakistan, which is a franchise for the largest brand in the world of human and organizational development. Maryam is a senior consultant for FranklinCovey Pakistan where her expertise allows her to make a difference in the training and HR world.

Asad is an experienced Food & Beverage marketer with experiences at EBM, Tapal, Unilever and Reckitt spanning over 13 years across both Marketing and Sales roles. Currently he is working at EBM as the Marketing Manager on the Cakes Category and Plain Biscuits. During his time here he has partaken some very prominent campaigns on Sooper and has lead the agenda on redefining the cake category growth potential with notable innovations like Peek Freans Smile and Gluco Teddy. As part of the senior leadership team, his role involves strategic decision making, crafting business development and innovations for growth with concrete and creative brand experiences for consumers.

A Strategic Marketing and Consumer Communication professional who is creative and operationally strong with extensive Client Management experience. Emaad has the skills to identify key marketing opportunities and resolve them through correct insight and sharp, single-minded propositions. He brings relevant advertising and brand building experience from across the MENA-P region where he was the Regional Manager CEEMEA at Saatchi & Saatchi for Ariel Detergent. He has also been an active consultant on investment in the UAE for MOFT (UAE) at their event, The Annual Investment Meeting, for which he spoke avidly to Investment Ministries in Turkey, Sri Lanka, Vietnam, Malaysia and Pakistan.

Haris possesses a decade of experience in building and scaling digital products and services and has been instrumental in launching multiple large scale platforms. He also has diversified expertise in digital strategy and transformation, brand & marketing, product design, analytics, pricing as well as creating visibility for the local startup ecosystem. He brings a multifaceted industry experience with him having worked with multinational organizations including Careem, Jazz, Coca Cola, Telenor and ABN Amro.

Talha makes purposeful and passionate intentions, institutions and individuals profitable and expedites the liquidation of brains, businesses and brands that don't believe in, plan and act towards their purpose or passion or both. Nineteen-year-seasoned strategist, grew up with Ketchum, CNBC, J. Walter Thompson, Ogilvy and BBDO networks while growing their businesses with P&G, Unilever, PepsiCo, Nestlé, Mars, Diageo, Microsoft, Exxon Mobil, Mercedes Benz, Visa, Citibank, Barclays, Fonterra, SC Johnson, J&J, USAID, Telenor, Next and AkzoNobel. Bagged gold, silver, bronze and specials for advertising that worked at the APAC Effies and WARC, and for agencies that boasted at Campaign Asia and R3. Certified with credit by the Institute of Practitioners in Advertising (IPA), London for advanced-level marketing effectiveness. Currently grows offshore deposits and profitable investments in underrated commodities at the headquarters of a global bank run by pirates. Bicycles to Uptown, kayaks to downtown, sorts garbage, loves lentils and is old.

Fawaz has worked in multiple leadership roles during his 20+ year career in FMCG and Consumer Durables resulting in strong expertise in strategy, growth and innovation. In his current role at Ismail Industries Limited as Chief Operating Officer his role involves navigating the company through the supply disruptions of Covid-19 while developing systems to make the company more responsive to change. A strong believer in the power of brands, in his previous role as Head of Marketing for the 3 food divisions of IIL i.e., Candyland, Bisconni and Snackcity he led the transformation of the 60+ brand portfolio with 100+ television and digital campaigns leading to explosive growth and the development of numerous brands during his tenure. In his free time Fawaz can be found running, reading, and trying his hand at golf - a sport which according to his children “he has absolutely no talent”.

With over 15 Years of Digital and Conventional Marketing experience, I have worked with some of the leading clients and brands from the FMCG, Banking & Finance, Aviation, Technology, Food & Beverage and Telecom industries across Pakistan, Gulf, Far East & Bangladesh regions. My areas of expertise include Digital Strategy, Client Servicing, Business Development, Influencer Marketing and Content Marketing. Over the course of my career, I have been actively involved in actively shaping up the digital industry in Pakistan. From the introduction of new platforms and advertising technology to planning and executing award winning campaigns for brands, I have been at the forefront of it all. Some of the clients that have worked with include Unilever, P&G, Coca-Cola, Telenor, Zong, Etisalat, Du Telecom, Emirates Airlines, Pepsi Co., HBL & many more. I am currently the Chief Operating Officer at Symmetry Group leading one of Pakistan’s largest group of Digital Media Agencies.

Fariyha Subhani is the CEO and General Manager for Upfield South Asia. Upfield is a Global leader in organic plant-based foods and was formed in 2018, after acquisition of Unilever’s spreads business by KKR. Fariyha joined Upfield in 2018, after working 25+years with Unilever. She joined Unilever as Management Trainee and has worked across Hair, Personal Care, Laundry, Household Care, Foods categories and also led media and market research. She has also worked in Global strategic roles based out of Bangkok. Her area of expertise is in developing consumer and customer strategies, innovation and advertising development, deployment of successful activation platforms. Besides local leadership roles, she has also served in pan-Asia Director roles, heading Omo brand and Household Care category. She was heading Food and Refreshments from 2009 to 2015 in Unilever, Director on Unilever board and CEO of UPFL. In this period Foods and ice cream businesses were turned around and growing profitably by making them fit for growth through portfolio prioritization and cost restructuring. Also created a new snacking category with Knorr noodles. Now at Upfield since 3 ½ years, it has been a new journey of setting up an independent business, building a world class team, setting up a customer network, bringing innovations and putting the business on a sustainable and profitable path to growth across Pakistan and Sri Lanka. Fariyha truly lives for making herself and others healthy and happy!

I am an Electrical Engineer turned Marketer turned Business Manager. All of my marketing experience has been centered within the FMCG and spans across Home Care and Foods & Refreshment Categories. I have invested well over a decade in a multinational FMCG giant in Pakistan eventually Heading its Ice Cream Business before moving in a Business Leadership role to the Middle East with SADAFCO (Saudi Dairy & Foodstuff Company), an FMCG company with operations across the GCC leading in Long Life Milk and Ice Cream in Saudi Arabia.

As the Marketing Manager at Candyland, Zaid is responsible for leading the marketing function. His role includes strategy planning, top and bottom line management, spearheading NPD projects and brand campaigns. Over the course of his career, Zaid has launched numerous brand campaigns across multiple industries. His forte is Blue Ocean strategy, having led several projects for topline growth. Zaid has a decade of diversified marketing experience, having worked on the brand and agency side across multiple industries. Prior to Candyland, he has held marketing positions at Bayer, English Biscuit Manufacturers, Dawlance, GlaxoSmithKline Consumer Healthcare and Lowe & Rauf. He is a certified Black Belt in the Google Digital Guru program and holds an MBA degree from IBA, Karachi. Outside of work, Zaid enjoys watching football, online gaming and a daily dose of iced latte.

Farooq is a passionate well rounded overall business management and marketing professional with more than 25 years of diversified international and local experience. Strategic thinker with proven track record of Strategic planning and implementing business initiatives to drive results in a cost effective manner with strong leadership and interpersonal skill which has been key to his success while working with leading brands like Merck, Danone Group, Hershey Canada, Rogers Telecom, Omstead Foods Canada, Tapal and Service Sales Corporation. Farooq is presently heading Babelfish Consultants and helping his clients in different industries/sectors and guiding them to ensure long term sustainable profitable growth. He loves to travel and enjoy reading autobiographies. He strongly believes in contributing back to the society through teaching and his passion for philanthropic work. He is Visiting Faculty member at IOBM and SZABIST. He is Trustee and General Secretary of GEAR Trust which helps people in generating employment to the bottom of the pyramids of the society.

Omer Alvie has over 3 decades of experience in marketing, content creation and creative direction. He has served as Creative Director for multiple organizations over the years focusing on content development for corporate presentations, multimedia projects, 3D animations, corporate videos and documentaries. Additionally, he has promoted and curated exhibitions of Pakistani contemporary art, across the UAE. Omer spent his earlier career as a Quality Assurance Auditor and is an IQA/IRCA UK registered internal auditor. He is an avid photographer and creator of experimental, animated photographs and short films for social media.

Maeen is a storyteller, passionate enthusiast, and lifelong learner with over 10 years of experience in brand management. She has worked in multinationals including P&G, Sofizar and currently working as senior portfolio marketing manager at coca-cola company. Maeen is a thought leader who implemented strategic marketing projects for promoting a brand, demand creation, and content strategy. She aims to build a strong emotional connection of the brand with consumers through her knowledge and passion to drive results.

Working at Ogilvy for the past 7 years, I oversee the three city Ogilvy offices. I am proud to be associated with the top agency for Pakistan. I am basically a design student and really enjoy now looking into the 360 implementations of the campaigns that I am working on. In my free time ,I am a drummer, avid reader, and a teacher at art schools.

Nagin's true calling is Design & Creativity. This covers visuals and aesthetics for sure - the design of ideas, creative strategy, the design of effective experiences and systems. Her experience has been around corporate + consumer brands, as well as purpose-built organizations locally and globally since 2006. Her signature approach is intuitive, insight-based and detail oriented.

A storyteller by nature with a career expanding 18+ years, Yawar had the privilege to be associated with the leading agencies in the country, reshaping and reimagining some great global and local brands. He has won several local and international awards and had the pleasure to judge the Lisbon Ad Fest. With a degree in communication design and an illustrious portfolio that comprises of brands like Mobilink, Ufone, Coke, Engro Foods, Lux, Sunsilk, LU biscuits, Shell, Khaadi, P&G and many more, Yawar had the opportunity to give these brands a unique visual point of view that not only resulted in business growth but also in the emotional growth of the brands. This transformation of brands let him experience amazing human narratives that played a key role in his work.

Faiza is an avid Storyteller, Ideas ATM & Strategy Advocate, jumped deep into the bad, bad world of advertising more than 17 years ago and never looked back. With award-winning work under her belt, Faiza remains a woman on a mission to create and curate great advertising. Additionally, she is always in a state of evolution, combines ingenuity and innovation, fostering a deeper resonance on all platforms.

Khalid Ahmed Farid is Gillette Pakistan's Chief Executive Officer and Commercial Leader for Procter & Gamble (Pvt.) Ltd., Pakistan. He has proven track record of business turnarounds having spent 16 years across various P&G's core categories and markets. He grew up in the marketing function where he learnt the old school marketing from some of the gurus at P&G. He is a true believer of the "consumer is boss" mantra. Khalid holds an MBA from Lahore University of Management Sciences.

She has spent over two decades in the market research and data analytics industry. She started her career with Aftab Associates (the largest provider of market surveys in Pakistan) in 1995. She grew to become the CEO of the company. Her last assignment was with Nielsen (The largest global provider of data & insights) as their Managing Director for Pakistan business. She has exposure to the Global Market & Development Sector Research. She worked with TNS (now Kantar research) closely as their affiliate in Pakistan for five years. She has been the ESOMAR (Global organization for Market & Social Research headquartered in Netherlands) Representative for Pakistan for the last several years. She has developed many research solutions to help businesses grow in almost all business sectors. Quratulain lives for eating chocolate and learning from amazing professionals/great campaigns at Effie’s

Mughees comes with a rich blend of Global, regional & local marketing experience stretching over 13 years with EBM, Reckitt, Kraft Heinz, Friesland and Unilever. His work experiences saw him overlook both developing and developed markets across Australasia, South East Asia and Pakistan. During his career he has worked on several campaigns but most notably won a Cannes Lions Bronze award for his work on Heinz Beans campaign called “Geoff” whose YouTube asset alone has amassed over 76M organic YouTube views. He recently moved back to Pakistan and is working with English Biscuit Manufacturer, looking after their Kids and Value-added biscuit brands.

I am Rafey Zuberi, Chief Marketing Officer of Continental Biscuits Limited. I have now accumulated over 23 years of experience in food & FMCG marketing, sales and business development in Pakistan and Middle East. During my career I have worked on many exciting brands like Benson & Hedges, Pepsi, Tuc and Prince, to name a few. In Pakistan, I am largely blamed for launching Olper’s Milk as its first brand manager as well Oreo and Bakeri Nankhatai cookies, all of which are now multibillion rupee brands. If you are interested in knowing what kind of advertising work I have done in the past, then you must see the advertising campaigns of Olper’s Ramzan, Oreo launch copies and previous Candi and Tiger biscuits TVCs. In an alternate universe I am an Urdu literature, Cricket and Liverpool aficionado with a secret life of a budding photographer.

Having had a multifaceted career at P&G and Lotte, now I lead a powerhouse of talent in Starcom and Publicis Media. As a marketer with over a decade of experience of building brands & engaging with consumers; I believe in the power of single-minded focus on fundamentals. We build powerful brands on superiority of functionality or via ‘disruptive’ differentiation. Consumers are more socially in-touch & aware than ever before. Our advertising has to evolve accordingly - it has to speak to the heart and mind of consumer. My passion is fueled every day when I see consumers interacting with our brands in store, online or at home; knowing I have the ability to influence them; when I see young marketers strive to improve the life of an average Pakistani consumer with superior communication & innovations.

Marketing specialist on a mission to help purpose driven brands bring big ideas to life, with a 11 years+ experience in marketing, trade marketing & sales, I have had the opportunity to work in fast paced rapidly changing environment, on global brands, with leading MNCs & deliver extra ordinary results, resulting into fast track career growth. My strength has always been to drive growth resulting from creative & strategic marketing along with my bias for execution to delight the consumers & unlock new opportunities

Graduated from the National College of Arts, Lahore, I am a man of multiple talents. From the intricacies of teasing words into well-crafted pieces of prose or lyrics, weaving stories and building narratives, to directing undiscovered actors into the spotlight, I have invested my energies in all forms of communication arts. My creative talents have been honed and tested at the hands of commercial giants such as; ARY Digital Network, Suzuki, Unilever, GreenStar, UBL, PTCL, (RB)Dettol, USAID, USIP and Mobilink. while working with prominent advertising companies – IAL Saatchi & Saatchi, Interflow Communications, Orient McCann and Blitz. With over fifteen years’ experience of in finding creative solutions on deadlines and within indicated budgets, I am always open to exploring new territories and finding new ventures.

With a major in Philosophy, Farah started her career as a banker. But when she moved to Chicago in the 90s, the dot com boom was in full swing. She switched industries and hasn’t looked back since. Passion and innovation are the driving factors in all Farah does - to look at brands and see potential where none existed, or to make them the best that they can be. Be it rebranding exercises, traditional marketing campaigns, app creation, social media strategy or simply trend-spotting - these are the drivers of a perfect daily diet for Farah. Currently obsessing over ‘disruptive innovation,’ Farah lives in Karachi where she works as a Brand Consultant for both local and international clients.

Salman Ali is a passionate advertising professional, a brand building enthusiast and an avid advocate for “consumer first” approach. Ali has more than 11 years of Brand Strategy experience with multiple ad networks, including Saatchi & Saatchi, Ogilvy, JWT, and has strategized for a wide array of brands and campaigns during the course of his career. He is currently leading Strategy & Planning at Mullen Lowe Group and is driven by his newfound cause of keeping the Science and Art of Brand Building alive in the digital age.

Having worked in the advertising sector for more than 15 years, I have had the privilege of managing portfolios of clients including P&G (Always, Herbal Essences and H&S), Unilever, McDonald's, HSBC, PSO, Emirates, Colgate Palmolive, HBL, Tullo, EBM and Mondalez International to name a few. My career began with the top firms of the country, Interflow, Manhattan Leo Burnett, Y&R Spectrum and this roller-coaster journey of learning has brought me to Ogilvy Pakistan, where I currently manage clients as a Creative Director. My work ethics are a reflection of my personal growth in life. Having traveled across the world and being an avid painter has immensely helped me see the world through the eyes of detail, patience and color, all of which I attribute in my work to create communications that, I believe, speak to people in a way that I like. With more professional accolades such as being on the jury panel for Adstar 2021, Adforum’s PHNX and Dragons of Asia 2021, global platforms for creatives gave me the confidence to overlook things from a global perspective, finding better ways to bridge the gap between people and products as coherently as possible.

Well, I prefer to make thumbs stop over turning heads around! I have a holistic digital advertising experience of more than 8 years working on a diverse range of brands across confectionary to fashion, food & beverages to paints, fintech to pharmaceuticals, education to development sector and home technology to furniture. Building communication strategies, big ideas, digital campaigns and content is my strength. I have a track record of giving my brands a digital rise off the conventional stencil. Some of the brands I have left a mark on are Nestlé EVERYDAY, MAGGI, Mitchell's, Rose Petal, ZONG, Huawei, Nippon Paints and recently Peek Freans portfolio. My winning recipe entails a spoonful of strategy, dollop of digital media sensibility, a pack full of creative and a pinch of self-rising passion.

Noaman was associated with Kantar for the last 7 years. He can be credited for the successful launch of Millward Brown in Pakistan. In the last 4 years, he effectively brought together all brands in Pakistan under the roof of Kantar. Noaman’s passion and luck from the start of his career has been linked to “copies and commercials”. He started his career with Procter and Gamble in 1998 and soon was responsible for their “Copy testing system” for MENA. In 2003, he moved to Middle East and worked with food giants (Al-Ghurair Foods & Sunbulah) in their marketing departments. He also had the honor of leading the Planning department of JWT in Pakistan from 2010 till 2014. It was after this role that he joined Kantar. At Kantar alone he has been associated with adding more than 400 copies to its database. In his entire career, he and his team have worked on more than 500 communications only in Pakistan.

Group Executive Director, Muzakir Ijaz, comes with over 15 years of advertising experience. Starting his career as Account Executive in SOHO Square to rising to his current role, the journey covers his experience of managing Pakistan’s biggest clients like Nestle Pakistan, Coca-Cola Company, British American Tobacco, Pepsi Co, EBM and many more. As part of executive leadership team, his role at Ogilvy involves strategic decision-making for people and clients, business growth, launching new initiatives and digital transformation.

An experienced brand strategist with 9+ years of experience building and implementing brand strategies, strategic business partnerships, successful product launches, digital planning, and execution for small to top reputed companies. His role has always been a change agent and daredevil for unrealistic clients’ expectations. He is currently managing a digital portfolio of EBM, Faysal Bank, Meezan Cooking Oil, Abbott, and Skincare Pakistan. He has also worked with some major brands like Jazz, Osaka Batteries, Bank Alhabib, Hamdard, Jubilee Insurance, MCB Arif Habib, Qubee Broadband previously.

Highly driven and performance focused professional with 21 years of diversified experience acquired at both multinational and local conglomerates in directing core management activities to drive business growth. Entrepreneurial leadership style flair for revenue generation through innovative strategy development, contract negotiations and efficient people management. Culturally sensitive and internationally exposed, possess strategic planning, client leadership and relationship management skills to achieve strategic objectives. Work collaboratively with team members to achieve common goals while maintaining responsibilities and commitments. Foster professional growth through mentoring relationships with focus on training and development. Current and prior responsibilities reflect career growth and progress through various businesses.

Farooq Soomro documents human truth whether it is in his role as a researcher or a photographer/writer. He is currently working as General Manager Marketing Services and Innovation with FrieslandCampina Pakistan. He collects vinyl records.

Adil started his career with P&G Pakistan in 2000 including a Global role out of Switzerland before leaving and spending the last 12 years based in the Middle East. He has worked for Reckitt Benckiser and FrieslandCampina in Dubai and currently works in Jeddah for Savola Foods across the MENA region in brand development & communications for the Oil brands as Regional Marketing Director.

Zubair has around 21 years of market research experience. Before establishing Foresight Research in 2008, he worked in Unilever Pakistan for 8 years. He completed his MSc in Statistics in 1997 by securing a Gold Medal & did post graduate MAS in Economics in 2015 from AERC (Karachi University). He was the founding Vice President of Market Research Society of Pakistan & also a member of ESOMAR since 2008.

Ayesha is an experienced Market Research Analyst currently heading CMI at Unilever Pakistan. Over the course of her career, she has worked extensively within the FMCG Industry in Pakistan with the likes of Procter & Gamble, Engro Foods and Unilever in multiple capacities across HR, Marketing and Business Development. Within her role as a Market Analyst, she has built and executed thought leadership and campaign programs for both brand building and demand generation as well as content strategy and architecture.

She is a creative oddball, story teller and lives only in the moment. Loves to create stories and understand the psychology and motivations behind human interactions. Her journey started into the advertising realm almost a decade ago. She has worked in IAL Saatchi & Saatchi , Manhattan International, Ogilvy & Mather (Karachi) and now currently in Adcom Leo Burnet.

Zuneeta is passionate about crafting communication that is simple and insightful. Through her work, she aims to build an everlasting connection between the brand and audience. She currently leads the digital creative wing of Adcom Zenith and enjoys the madness of the ad world.

Dilara Khan – Creative Director, Earthlink Developments. A dreamer by nature, Dilara is happiest when she has a comprehensive brief in hand, a quiet corner in a room, and her computer in front of her. She zigzagged through her career working in some of the best agencies alongside a few of the most prominent names in the advertising industry. Her expertise lies in copywriting, concept and scriptwriting, art direction, brand building, and of course, driving her team to make small miracles on a daily basis. With nerves of steel and the will to overcome seemingly impossible challenges, she believes that everything can be handled effectively.

Adnan is a design, branding and creative consultant (& a NLP certified life-coach), bringing a unique hybrid-design expertise that encompasses his training as an architect and his creative and design experience in traditional and digital advertising. His experience covers 25+ years of delivering award-winning communication solutions for top tier local and multi-national brands at his former agency, Adcom Leo Burnett / Zenith, as Creative Director and later as Chief Innovation Officer. He has been an active proponent of bridging the academic and professional design fields, teaching communication and architectural design, authoring articles for trade publications, as well as jurying at academic and industry awards. He’s been on the Steering Committee of the Effie Awards in Pakistan since 2019, at juror at the Effies as well as at Spikes Asia. Design craft has been a life-long fascination and as an avid watercolourist, he believes nothing can be more soothing and stimulating than laying-down the perfect wash!

An analytics and insights professional for more than 11 years, Shayan has a passion for understanding consumer behavior and market trends. He started his career in Nielsen where he gained the wisdom of market research ranging from brand health to customer experience. After that he moved to Jazz where doors to many other opportunities opened. Time flew by at Jazz and 7+ years later he has experienced working in consumer insights, strategy, enterprise PMO, product development, pricing & segments, analytics, and data monetization. With such diverse roles and experience, critically analyzing products & services becomes second nature. Advertising is no different where Shayan has had the chance of evaluating a plethora of marketing campaigns during his career.

Omar Quraishi has worked as editor in many of Pakistan’s major news organizations. He edited the op-ed pages of two of Pakistan’s most widely-read newspapers for almost a decade and went on to head digital news at ARY and then Samaa. He has also advised senior political leaders on media strategy and engagement. With his rich experience in print and digital he ventured into PR and comms, and advocacy and narrative building. To him it’s simply all about telling a story well, whether you do it on the pages of a newspaper or through a video on television or a digital platform.

Starting her career in advertising some 15 years ago, Saira never looked back ever since owing to the action and thrill the field offers. It is the will to break the norms and the passion to steer this industry forward while setting new standards that keeps her energized and motivated every day. With communication strategies her core area of interest, she played a key role from this side of the table in launching and re-launching several brands in the telco, banking & finance, FMCG, snacks, juices, food & dairy, fashion & apparel and pharma categories as well as numerous campaigns for the public and development sector, introducing several industry firsts and bagging some awards on the way.

A seasoned marketing professional who has an in depth experience of brands, marketing, media, production and marketing operations. She carries an outstanding augmentation of creativity & performance, fueled by excellent attention to details. Carrying a cross regional experience of working with diverse nationalities and sectors. An energetic leader; who can innovate, set and implement brand strategy to drive results. Driven by her passion for brands and marketing.

EBM’s DGM Marketing, Aaminah Saeed, leads the marketing team, managing a portfolio of 17 brands. As part of the executive leadership team, she is also involved in critical decision-making processes, business growth strategy, innovation, planning and implementation. She has over 15 years of expertise in core marketing functions at companies like Nestle, Coke & L’oreal.

A self-motivated and resourceful brand management and marketing communications leader with proven competencies to spearhead a big brand in highly competitive markets. With the ability to think strategically and develop ideas independently, I possess excellent leadership and management skills. Experienced in leading complex projects while maintaining attention to details, I am proficient in transforming brand vision and insights into motivating actions. Consumer centric, award-winning marketer with a passion for innovative strategies that deliver sustainable revenue growth and customer loyalty.

An optimist at heart and an entrepreneur by choice. After graduating from LUMS with an MBA, Saad spent most of his career working with large multinational corporations namely ICI Pakistan, Shell Pakistan, Telenor and Mobilink before jumping onto the entrepreneurship band wagon! Saad founded Activemedia in 2010. The company experienced exponential growth since its inception and is now perceived by many to be the leading activation and events agency in Pakistan. In his personal life, he loves to play with his two kids and rides a motorcycle with friends on the weekends.

Kiran Sardar Kohati – Head Media and Brand Experience, HBL - is a well-respected and seasoned professional with almost 22 years of diverse experience in marketing, advertising, media, brand & commercial proficiency, with a diversified portfolio of brands. She is also the project lead for HBL Pakistan Super league – one of the largest platforms in Pakistan. She possesses strong commercial acumen and analytical skills and her key strengths include branding and communication planning, relationship management, negotiations and reorganizing & turnaround management.

Saad is a storyteller. He writes his stories as campaign strategies for brands. Over 17 years working at some of the biggest agencies, and on some of the most impactful brands in the country, Saad has continued to tell his stories. He started as a media buyer (so he knows his numbers) but quickly moved to Planning & Strategy. With stints as Media Manager for Coca-Cola and Marketing Director at Zameen.com, Saad has expanded his expertise and continues to do so as Director Strategy at Symmetry Group. Today, he is focused on social media marketing, digital content and branding strategy while still weaving his stories into every campaign, presentation and Zoom call.

Asad is as old as the hills in the Advertising Industry. With a career spanning over 26 exciting years, Asad’s portfolio exudes expertise, steady success and absolute respect. He has an impeccable record in Brand Building, Marketing Communications, Stellar Campaigns, Brand Strategy and General Management. Through his quarter of a century’s tenure in advertising, Asad has added the fizz to Coca-Cola, vitality to Unilever, true goodness to Nestle’, dream work into HBL, the zing to Zong and so much more that’s impossible to sum up! In recent times, Asad has moved to conquer the next big 21st century phenomena which is e-commerce! As OLX’s Director Marketing, Asad is paving the way for path-breaking initiatives and brand building. On the personal front, Asad is a cricket junkie, an ardent photographer, a keen traveler and is fondly known in his tight circle as ‘The gadget man’. With Asad, chances are you’ll find a fancy gadget to sharpen a pencil to just about the right length of the lead!

Agha is an award-winning creative/content consultant and integrated marketing communications specialist with 18 years of experience across a diverse spectrum of brands, touchpoints and settings including in-house, broadcast media, consultancy, and agency. Agha took a leap of faith at the peak of the pandemic and founded his own creative/content consultancy and production house – Now That Works and consults leading international, local clients, content platforms, agencies, and production houses on creative, content, growth, and promotions. Agha is an ICF certified corporate coach and volunteers his time with WEDU Global as Women Leadership Development Mentor for Asia.

Muhammad Sarwar Ali - Founder & CEO of Blockchain Meta X | Bss-Dma with 12+ years of industry experience & leadership, I bring whole new perspective to the new platforms i.e., Blockchain, Cryptonomics, Social or Digital Media. A decade ago, winner of first PAS award winner in the category of New Media Innovation Award for British Council campaign Ilm Possible I bridge the gap between innovation & business brand communication & strategic planning. With a diverse experience of working with MNC's, Telecom's, SMB’s & Startups. My skills sets are as follows: Blockchain, Smart Contracts, Technology Implementation, Digital Strategy, Cross Platform Use of Social & Digital Media, Business Operations, Integrated Brand Communication Strategies, Media planning based on Consumer insights, Brand Activation, Agency Briefing & Management.

Ehmer Kirmani is a creative filmmaker & storyteller who loves crafting, directing & producing inspiring brand imagery with captivating stories through the magic of film balanced with the artful eye and strategic thinking he developed through years of filmmaking. His journey into filmmaking started with his foray in advertising, has worked on major advertising campaigns with global advertising & marketing leaders. He had served the leading brands like Nestle, LU, IFFCO, Jazz, Toyota, Emirate, Phillips & Morris, Al Futtaim, New Holland Tractor, General Tyre, Dulux, TCS, Tapal, Habib, National, Hilal, Mayfair, Capri, Golden Pearl TCS, Meezan Bank, Bank Alfalah, Novartis, Roche, etc. Besides film direction, being a creative director & storyteller, he is also working on ideation & storytelling concepts independently with the client’s marketing & communications teams or with global creative resources at MarCom Agency Network and had delivered successful 360º advertising campaigns and branded entertainment content for leading international & regional Multi-Billion Value Winning Brands.

Azam Jalal Khan has 20 years of experience in the Digital Media and Technology industry spanning from North America to Asia. A computer scientist by qualification, he has worked across multiple web/mobile platforms and IP based technologies. After leading product development and large-scale digital transformation projects in Canada, Azam co-founded and leads Pakistan's largest digital media and technology company, Digitz. Digitz is a full-service agency working on global powerhouse brands, such as Coca-Cola, L'Oreal, GSK, Tetra Pak to name a few. Azam is a tech junkie; a gadget head and a skydiver.

An American-Pakistani, Umber Tanya Ansari is currently Head of Marketing & Communications for Engro Corporation. With a degree in Psychology from the University of Cincinnati in Ohio, USA, she now works in Pakistan. Before Engro, she worked her way up in the investments industry and preceded that with an eventful stint in advertising, handling prominent brands. An experienced Corporate & Product Marketer with a demonstrated history of brand building and ownership, Umber is a strong business development professional skilled in Marketing Management - on and offline, Business Planning & Strategy at the highest level, and Sales and Distribution. Umber is also certified in Global Diversity & Inclusion Benchmarking and is a Silver Shadow trainer, allowing her to train in 80 different countries. In her free time, Umber enjoys road trips across Pakistan, creating & exploring art, architecture & design, kickboxing. swimming, traveling extensively, and hosting family & friends at home.

Imran is an avid musician & an athlete, bringing the same intensity & focus to his work. Creating milestones & achieving levels is his passion, hence his approach to work is multidisciplinary which includes: project management, communication strategy & innovation. Imran Joined Ogilvy & Mather, Lahore in 2008 on Nestle’. From June 2009 till June 2017, he was responsible for Coca-Cola Portfolio of Pakistan & Afghanistan. From July 2017 till August 2020, he was responsible for setting up the Islamabad office for Ogilvy working on a role of General Manager. He’s currently working as Managing Director for Soho Square Pakistan.

Ever since her happy accident with word play 15 years ago, Mahrukh has been dwelling in the world of rhymes, visual treatments and ideas. She strives to find purpose for campaigns, brands and herself. Although a masters in Modern Political History, Mahrukh graduated in advertising and communication under the guidance of industry veterans - an education she still carries on as the Head of Content at Symmetry Group.Previously, she has been associated with Adcom Leo Burnett, Ogilvy Pakistan and also functions as the resident Idea Whisperer at Wundernerf.

Atiya is a creative who is leading the most awarded agency in Pakistan. As the only creative woman to become the head of a multinational agency, she has twenty years of experience in the advertising industry working on an array of local and international brands. She is the first Pakistani woman to be selected for Cannes Lions See it Be it program, D&AD’s Rare creative program and also the Pitch magazines’ 100 Superwomen list 2019. With her full-time job, she wrote a feature film which is available on global Netflix.

I am Murtaza Shakir, it's been a long, long journey amidst this much loved, much crazy media industry of ours. 23 years in the making and today I proudly stand as an Independent Film Director, Executive Producer, Curator and Promoter of Films and Media Arts at Addiction Films. A little bit here and a little bit there, I am sort of an omnivore when it comes to creating art on the big screen. Media Arts is a passion I thrive on. And limelight is an addiction. When you see perception, perseverance and persistence shape up in an outclassed outcome, you know you've achieved well. Having worked for Networks like BBDO, LOWE, SAATCHI, TBWA etc. has made me see some unique spectacles in the past, from out of the ordinary to some very realistic ones. In the 23 years of this prodigious quest, I have understood that everything starts and ends with an idea that takes you on a journey of great discoveries. And I am waiting for my next big breakthrough!!

An Insights professional by choice. With a passion for uncovering the hidden or not so obvious consumer truth to bring to life the brands I works with. Looking for perfection in my work is my weakness and strength as it keeps me focused but as they say “Too Much of anything is not good”.

Ibrahim has been at the helm of creating experiences for over a decade and specializes in building platforms to engage audiences through some super cool experiences. A Daydreamer and a Foodie by heart, he can solve anything over a table of culinary delights. His recent exploits into Technology with Digital Engagement Network (DEN) have led him into very interesting cross-roads between Content, Data & Tech.

He started his career at Ammirati Puris Lintas as an Art Director. Later he worked at Saatchi & Saatchi, DDB and he was Executive Creative Director at JWT. After this, he set up the independent ad agency White Rabbit Budapest with his partners where he has been working for more than ten years. His creative work won him numerous domestic and international awards like D&AD, Cannes Lions, The One Show, Clio, LIA, ADC, Immortal Awards, New York Festivals, Webby Awards, Eurobest, Epica and several Effies – including a Grand Prix. He was a member of the jury at D&AD, The One Show, Clio, LIA, ANDY Awards, Eurobest, Young Ones, Cannes Young Lions, AdStars, New York Festivals, Webby Awards, Caples Awards, Mobius Awards, Cresta, Lovie Awards, Creativepool, Golden Award of Montreux, Lisbon International Advertising Festival, Lisbon Health, White Square, KIAF, Creativity International, Newstars and Jury President of Cannes Young Lions Georgia. He is member of D&AD, The One Club for Creativity, Art Directors Club Global, Art Directors Club of Europe, and The International Academy of Digital Arts and Sciences. He is also an examiner at VISART Academy Of Arts. Other achievements:

• Nominee for 'Influencer of the Year' on Creativepool.
• The most remembered TV commercial in the UK (AdWatch/TNS Iternational): Cillit Bang – The dirt is gone! / JWT Budapest
• The most effective nationwide campaign in 2011 (Effie Grand Prix): Heineken Hungaria / White Rabbit Budapest
• When he is not making ads, he likes to listen to his collection of vinyl records, take care of his exotic houseplants or count clouds. He happily opens a bottle of good wine to accompany any of these activities.

Subhan is a marketing leader with over 10 years of experience in managing local and international brands across EU and APAC regions in the telecom, digital services and fintech industries. In Pakistan, he has previously led Talkshawk, Djuice, Telenor 4G, Telenor Bank and Easypaisa brands and currently leading growth and strategy for JazzCash.

Sharjeel Ahmed has over 17 years of experience in advertising and teaching advertising & graphic design. Currently, he is the Creative Director for Manhattan Communications, and teaches design to architects at Nazeer Hussain University.

Raheel Pasha is a seasoned marketer having spent almost 2 decades in managing brands at P&G, Reckitt and Unilever. After successful marketing director stints at Unilever, Raheel co-founded his startup, Woot Holdings, built on his personal motto i.e., Ideate, Incubate, Impact. Repeat. His holdings start-ups range from making Aerospace Drones to Advanced Data analytics for Retail space. These days, he is upskilling himself with new age Marketing tools which can collapse the invisible wall between Sales & Marketing functions.

Asad is known for building powerful brands across categories & geographies over a career spanning 12 years with Unilever. Asad’s inimitable marketing flair is painted across memorable campaigns & platforms including launch of Cornetto Pop Rock and Magnum pleasure store in Pakistan, crafting first ever music platform for Axe deos across Sub Saharan Africa, organizing the World Record breaking Roger Federer Vs Nadal Charity Match in Capetown for Lipton Ice tea, and most recently the Unmissable Knorr Noodles Billa campaign. Trivia: Asad was a Corporate Banker at SCB before his love affair with FMCG marketing. Asad’s unique understanding of the relationship between brand and consumer make him a vital addition to Effies 2022 Jury.

I became a marketer out of a natural curiosity to understand why we people make certain decisions the way we do and in the 14 years of experience in marketing and sales, that curiosity has only grown. This quest started with Reckitt Benckiser in 2006 and since then I have worked at GSK Consumer Healthcare, Engro Foods and National Foods Limited, a journey through which I have had the privilege of managing household brands like Olper’s Milk, National Foods, Dettol, Horlicks and Omore. I have an MBA from IBA Karachi and an MSc in International Marketing from the University of Strathclyde, Glasgow. I am currently Head of Marketing for the Condiments Division markets at National Foods.

Mr. Mustansir is Head of Marketing of the Dabur Pakistan (Asian Consumer Care Pvt. Limited). He is currently responsible for the West Asian businesses (Pakistan & Afghanistan) He has diverse local and international experience looking after Middle East & North Africa (MENA) region, along with Europe and Africa’s for over 20 years, in Consumer Goods Industry. He has worked extensively for some of the world’s most respected brand building companies including Reckitt Benckiser and Unilever and is now associated with Dabur Pakistan. He has driven Brands and Businesses to growth in categories as diverse as Margarine, Edible oils, Hair Care, Personal care & Consumer Health.

As a seasoned individual with almost a decade of brand building experience working across Consumer Marketing, Trade Marketing and Field Sales, Ammar specializes in developing consumer insights into actionable marketing ideas and activations. Ammar’s expertise in driving brands & focusing on things that truly matter makes him an important addition to the Effie Jury!

Having spent 18+ years working on multiple FMCG categories with P&G, Henkel, Shan Foods and Tapal Tea, Adil has gained all round experience in both brand building and business management in Pakistan, the GCC, MENA and the Global markets. Staying true to his passion, he also gained a diploma in Sports Business Management from the Johan Cruyff Institute in 2019. Adil also serves as an Independent Director on multiple boards and devotes significant time to leading a not-for-profit organization.

Khurram Koraishy is a graduate of Cambridge University and a classically trained award-winning marketer who spent his formative years in marketing at Unilever working under some of the legends of Pakistan's FMCG industry. At Unilever he had the privilege of working in both the Home & Personal Care business as well as the Foods business. Subsequently, he has run the marketing for PepsiCo for Afghanistan and Pakistan followed by a stint in running the marketing function for leading Middle Eastern luxury retailer Damas and the marketing function for Tapal Tea. Currently he heads the Commercial function for leading fashion retailer Alkaram studio with responsibility of sales, marketing and e-commerce.

An avid student of brand, marketing, and advertising, Raheel possesses a 15+years of experience in Marketing, working with a diverse range of categories, including, fertilizers, confectionary, home and personal care and tea to name a few. His most recent stint has been with Arçelik – Dawlance, Pakistan’s leading consumer durables brand where he has grown through the ranks to the position of Group Marketing Manager. He is currently leading a robust team of individuals, managing brand, product and corporate communications, Ecommerce and Trade, creating impactful strategies that not just contribute towards the bottom line but also ensure the brands health. He firmly believes in creating legacies of brands through communication that can sustain ever-changing market dynamics.

Digital veteran with more than 13 years of experience in establishing and evolving renowned brands across various verticals. She is known for her solution-seeking mindset steered by a strong strategic and analytical background.

A Business Graduate working in the Advertising Creative for 10 plus years. I started as a Copywriter in 2007 and have worked as Creative Director for Blitz DDB and Manhattan Leo Burnett before founding theAJENCY in 2014. Since then, I have worked with several clients including J., Krone, Imtiaz, GulAhmed Ideas etc. as an independent full-service agency.

Imran Afzal the CEO and co-founder of VOWEL since 2019, a full-service advertising and digital communication agency with emphasis on creative, content & production. Before this, Imran was the CEO of JWT Pakistan. With almost two decades of industry experience of working on brands like Coca-Cola, Unilever, Shell, Nestle, BAT, Pepsi, HBL, Ufone, Honda and many more, Imran is a specialist in the management of brand architecture and brand building, as well as a leading expert in Pakistani consumer psychology. Imran started his career at Publicis in 1999 with HP as his first client, there was no looking back since then and his career steered through McCann, Ogilvy, Evernew and landing him at JWT in 2009. In 2011 Imran was tasked to establish Walter Pakistan a division of WPP where he and his team won Pakistan’s first ever APAC Effie Award in 2013 for a Pepsi Pakistan campaign.

Unaizah is a seasoned professional with a proven success in communication, sales, and marketing. Superior communication and management skills with experience in interacting and managing clients from various industries across the country. Technically proficient in research (qual and quant), digital and traditional media and storytelling. A results-oriented professional with experience across various industries and personalities.

I am marketing enthusiast who has been associated with Advertising, FMCG and Mobile Handsets business for last 21 years. I have driven new and exciting initiatives to add more to the industry. The idea has been always to drive new advertising trends, passion to win and get the best the team. Having worked for MindShare as media buying and business manager between 2000-05. I joined Engro Foods Limited as a media manager, then became brand manager and group brand manager on Olper’s Tarang and Omore respectively during 2005-11. I joined NOKIA Mobiles as their Marketing Lead for Pakistan for 2 years, 2011-13 and then again finally back with FrieslandCampina Engro Pakistan Limited (Formerly Engro Foods Limited) as General Manager Marketing and Internal communications for 4 years. In 2017 advertising I launched a marketing services agency, Brandkey Communications and became founder and the CEO. Currently, I am managing all commercial operations of Lami Packaging (Kunshan) Limited for Pakistan. Business.

Sidra is a branding enthusiast with over seven years of experience in the industry. She is an accountant turned marketer who stumbled upon her love for creating insightful campaigns as a student, after winning a marketing championship in Paris and has not looked back since. She started her career as a management trainee at L’Oréal Pakistan where she won her first ever PAS award for her first ever digital campaign ‘lose the pimple not your mind’. After that she moved to Jazz to experience the thrill of working in an ever-evolving digital market and launch Jazz Super 4G to transform the face of data as we know it. She is currently working as a brand manager at Jazz and loves touching more than 70 million lives every day!

A passionate marketer who is driven by brand / business growth - her purpose is to build brands that make a difference to people’s lives - she has over 12 years of experience and a keen eye for detail making her a great addition to the Effie Jury.

I’ve been a part of P&G for over 12 years, and have led multiple brands both in Pakistan, as well as in other markets ranging from India, the middle east, Africa and Eastern Europe. An interesting fact though: I’ve never academically studied marketing or any form of business administration – in fact, am an Electronics engineer by education. However, as soon as I got my first flavor of marketing and brand building, I never really looked back. And have been blessed with the opportunity of learning and growing each and every day that I come to work. Am also super excited about being part of the judging panel for the Effies. Selfishly speaking, I know I will get a front row seat to the best-case studies and campaigns in Pakistan. Can’t wait to truly recognize the best of the best!

Ammar Hassan is a marketing student for last 13 years specializing in marketing of technology brands with the lights of OLX & Daraz. Performance marketing enthusiast and brand equity expert with experience in developing startups to billion-dollar evaluations. Looked at marketing from overall business lens with experience in customer operations, monetization, product development and analytics to back marketing objectives of the brand.

Agha Zohaib is well-known in the APAC media space for sheer focus on excellence, exemplary leadership, and unmatched strategic thought process. His unwavering belief and successful application in technology, automation, and strength of ideas in Malaysian and Pakistani market has led him to become a major contributor in the global media business. It was due to his vision that Mindshare Pakistan has been recognized as the Campaign Asia Agency of the Year (GOLD) for two successive years (2018 & 2019), Pakistan’s Data Specialist Team has been globally recognized and attached with global Mindshare teams to work upon regional initiatives and his mentees have migrated to other markets on leadership positions. There are several accolades associated with Agha’s name, latest one being featured in the Campaign Asia 40 Under 40 List. Agha has a crystal-clear objective; to make Mindshare Pakistan a true leader, in every sense of the word.

Imtiaz is a marketer with over 18 years of experience in advertising, financial services and technology driven marketing including e commerce and digital analytics. He currently runs OrangeFox, a boutique marketing tech catering to digital businesses of varying sizes and industries. Prior to this, he heading the digital products division at MCB Arif Habib Investments & Savings where he was responsible for digitizing customer onboarding for investment products which is a first in Pakistan. He has also served as Head of Marketing for Asia at Kaymu where he was responsible for managing marketing and on-site product assortment and data driven customer acquisition and retention across 7 countries. He has served as Country Manager for Pakistan at Effective Measure, which is a digital audience measurement company headquartered in Australia. Imtiaz has a passion for understanding challenges to businesses and societies and solving problems.

An accomplished brand leader with over 18 years of experience leading brand building, e-commerce, revenue growth, strategic planning, business development, sales, and market analysis.

Rizwan brings with him a career that spans across 17+ years within multinational environments ranging from leading creative and media agencies to some of the largest FMCG’s in Pakistan & Middle East & is specially known for bringing marketing briefs to life wherever he has worked. He comes with a diverse set of learning in the areas of Artificial intelligence for Business Growth, Digital Business Transformation & Platform Strategies, Business Analytics, Digital Marketing, Brand Media & Experiential strategy with key area of interest in building Digital business frameworks & Data Models.

Saima has many avatars. She is primarily a senior market research resource with considerable experience in all types of research and is valued for the strategic inputs that she can give. This is resultant of her consolidated 3 decades of experience both on client and service side, with local as well as multinational companies. Her second avatar is that of a clinical psychologist which she started owning more recently, after she started working for herself. She believes in giving back to society via this role, where she is helping those who are not able to afford psychological services. When a patient says he /she is feeling better it gives thrill that is same as executing a multimillion-rupee research project. And her most recent Avatar is that of a granny – which has given purpose to her hobbies of knitting and cross stitch.

Hamza stands at the forefront of the fastest moving technology industry trend: Data and all things digital. He’s spent the past 13 years evangelizing the industry-wide shift within the Telecoms to an integrated marketing model where an idea remains central to storytelling irrespective of the medium that brings it to life. Hamza is ranked as number 1 Creative Director in Pakistan and number 13 in APAC (Campaign Brief Asia 2021). He is also the recipient of Pakistan’s first 2 Grands Prix at Cannes Lions with 2 Grands Prix, 1 Gold, 2 Silver and 5 finalists in 2021. He’s also been on the Effie, Cannes Young Lions, Spikes Asia, AdStars juries previously.

Faisal Sheikh is the Founder & CEO of Jack of Digital, the exclusive resellers for TikTok, SpiderAF and ESKIMI in Pakistan. Generally, prefers anonymity because of rare genetic mutation, resulting in strong propensity to be opinionated about changes in consumer behavior and media landscape. When clearer thoughts prevail, tries to evangelize the Digital & Data usage for brands Faisal has 2 post-graduate degrees from SZABIST, an MBA with a concentration in Marketing & MIS and an MS in Management Sciences with a specialization in eCRM. Additionally, Faisal has professional qualifications from Digital Marketing Institute, Dublin, Ireland and Management & Leadership certification from MIT Sloan School of Management, Cambridge, USA.

A communication planning and strategic management professional with over 18 years of experience, Saeed is the Chief Operating Officer at Blitz; a top tier full-service advertising and communication management group in Pakistan. He has worked with an array of multinational and local clients for creative, media, content, activations and public relations. As a firm believer in knowledge sharing, he mentors future leaders at business schools and professional training and development programs; serving on the board of advisors for School of Leadership, board of faculty for management sciences at SZABIST, trainer and mentor for British Council’s DICE (Developing Inclusive and Creative Economies) initiative, and with IoBM as faculty for Marketing, Advertising & Media Science programs. A Blitz man for over 12 years now, Saeed has always been associated with communication planning and strategic marketing, and has previously worked with Hip Media, Leo Burnett, and DDB in Pakistan.

Memosh is a former Global VP and Managing Director of Henkel. Based in the UAE, his founded management consulting firm advises international corporates on growth, sustainability and data science topics. Memosh is also an Independent Board Director and a MIT Sloan climate change ambassador. Have been behind globally successful innovations in laundry and surface care categories. Have been a jury member of Effie MENA. With a wide and deep international experience of consumer goods industry aims to bring best practices to Pakistan and the developing world.

Kiran is an eternal optimist who refuses to get jaded even after two decades in the advertising industry. She has come a long way from her days at JWT, which she joined fresh out of the Indus Valley School of Art and Architecture in 1999. She then took a break and went for her Masters to Academy of Art University, San Francisco. Upon her return, she joined MullenLowe Rauf and swiftly climbed the ladder to Executive Creative Director. Her stellar career has seen her market everything from cars to tea, detergent to instant noodles, cooking oil to dairy, and biscuits to banks. In her spare time she enjoys reading, being favorite aunt to her nieces and nephews and mom to Duke, her sheepdog.

Hasan understands the emerging markets and has a background in working with large corporations, policymakers and commercial stakeholders. At HBL, Hasan leads the digital marketing team, tasked to inculcate a culture of data-driven decision making and augmenting the digital profile of the bank. Prior to HBL, he was at Telenor and has been instrumental in establishing gaming business for the Emerging Asia Cluster (Pakistan, Bangladesh and Myanmar). Hasan has been in the developing markets (Middle East, Africa, South Asia) for 15 years - working on business growth and category development at blue-chip companies such as Standard Chartered, Ernst & Young, International Data Corporation, and Telenor. He has done his Masters in International Business from CERAM Business School in France, an undergraduate degree in Computer Science from LUMS and a number of executive courses from LBS, INSEAD, LSE and IMD. Hasan is a water sports enthusiast and has been part of various swimming, waterpolo and sailing teams as an amateur.

Sarwar Khan, with over 20 years of media management experience is the founder and CEO of IG square Pakistan. He stared his career with Lowe and Rauf in 1999 as a media planner and later joined GroupM in 2004 and led Maxus to become one of the most successful media buying houses in the country.

Kamil is a people’s leader and marketing in his heart. He has a long experience in marketing, strategy and digital media. Throughout his career he has worked with exciting brands such as Wateen Telecom, Nestle, Pakistan Super League and now as the COO for Mitchell’s Fruit Farms. The journey of these brands has transformed him for his new found passion for Organizational Transformation and Big Data.

Sara has been part of the WPP family since 2003. Having started her career in Planning & Strategy with JWT in Pakistan, she moved into Account Management in 2005 longing for a more holistic and all-encompassing view of her brands and clients and has never looked back. She made her way to JWT Bangkok, JWT London and to the Middle East with LOWE MENA to hand the Unilever portfolio for the region. She now leads the country agency team in developing work of the highest standards with insights stretching across FMCG, Automobiles, Telco, Confectionery, Fashion, Banking, Oil & Gas, Real Estate, Construction and Dairy. Having a keen eye for revenue opportunities, she is driving the Digital agenda hard and exploring new age clients and opportunities. Sara pursues her mental health and physical goals with the same driven energy. She is a certified counsellor in Humanistic Therapy and a 200 HR RYT Yoga Teacher.

Having over 20 years of work experience in marketing and advertising in various organizations, Syed Usman is currently in charge of developing and implementing optimal marketing and communication strategies for Jubilee Life. Prior to joining Jubilee Life, Mr. Qaiser had notably worked as Senior Manager Marketing at Bank Alfalah Limited for more than 9 years and as Manager Advertising at Standard Chartered Bank after gaining considerable marketing and brand experience at advertising agencies including Lowe and Rauf (formally R- Lintas), Manhattan Pakistan and Evernew Concepts. He started his career from Commercial Union which is now Jubilee Life Insurance in the Corporate Services Unit in 2000.

Syeda Ayesha Ikram leads the creative wing of BBDO Indonesia. The first and only female member of BBDO Asia’s Creative Council, she’s been instrumental in creating award and business-winning Work. Her career spans over 18 years with top global advertising networks. Her creatives are always wrapped in human emotions and built on strong cultural insights. Ayesha has a great eye to detail, a firm belief in the impact of simple ideas and the value they bring in connecting brands with people. She has been sharing her industry experience as a jury in several awards shows across Asia-Pacific.

Shagorika is a multi-discipline brand strategist and business leader with 18+ years of experience across categories, geographies, and diverse consumers with a deep understanding of all aspects of marketing from business and brand strategy, customer journeys, and communication. As Regional Head of Strategy for Grey MENA, she leads Grey’s efforts to deliver strategies that are at the intersection of cultural trends, consumer motivation, and technology. She helps brands invigorate their business through maximizing the digital-first marketing ecosystem that directly impacts the purchase, brand reputation, and loyalty. She was awarded ‘India’s most influential digital media professional’ and ‘Top 50 most influential strategy leaders APAC’.

I have been working for over twenty years in marketing, advertising, business management, and sales. Have worked on client-side as well as the agency-side. Have executed 150+ ATL/BTL/Digital integrated, multi-channel campaigns. I have had exposure to 12+ industries including Cellular Services, Advertising, Oral Care, Fabric Care, Hard Surface Care, Personal Care, Hair Care, Banking, Baby Feeding Accessories, Baby Toiletries, Baby Hygiene, Digital, Fast Moving Consumer Goods (FMCG), Consumer Packaged Goods (CPG), Food & Beverages (F&B). My core skills include mentoring; leadership; team building; strategic planning; business management; marketing; communications; branding; selling; advertising; project management; budgeting; negotiation; digital marketing. Outside of work, I am a hobbyist photographer since age 12.

Ms. Raeda Latif has varied work experience ranging from strategic marketing & business development to developing the digital side of businesses for enhanced outreach, focusing predominantly in the financial markets. She stands apart as an outlier via exceptional delivery of projects based on her wide-ranging grasp of all things Marketing – nuanced or direct. Ms. Raeda Latif, General Manager, Marketing & Business Development at Pakistan Stock Exchange, since 2018, brings with her rich & diverse experience having held senior positions in various corporates including Faysal Bank, UBL Fund Managers, IGI Financial Services, Union Bank – Standard Chartered and Cyber Internet Services. Raeda Latif holds a Masters’ degree in Linguistics along with an MBA with double majors in Marketing and IT. She is a Certified Director from PICG and a Member of the Chartered Institute of Marketing (MCIM), UK. She is also serving as a member on the Board of Governors of Indus Valley School of Art and Architecture Pakistan.

Sadia Dada is the Chief Marketing, Communications and Customer Experience Officer at K-Electric. With a diverse career ranging from media to Corporate PR, Sadia has worked on the corporate brand and image of Mobilink (now Jazz), Nestle, Unilever, Philip Morris Pakistan and, most recently, K-Electric. During her versatile and multi-sectoral career, she has launched and driven sustainable and impactful community development and women empowerment initiatives. A LUMS graduate, Sadia is the Founder of Women in Numbers, an e-platform focusing exclusively on enhancing the representation of women in Pakistan’s corporate sector through access to opportunities, mentoring and networking. She also runs a sustainable grassroots initiative to support domestic maids in Karachi’s Shirin Jinnah Colony in sending their daughters to school.

Fuad is a business executive contributed his expertise to multinational companies such as Unilever, Danone, Kraft, Mondelez, and local companies including Engro Foods, Continental Biscuits, and Asian Foods during his varied career. Fuad completed his MBA from Purdue University, USA, and started his career with Unilever Pakistan. During his career, he had the opportunity to work and live in France, Egypt, UAE, and Sri Lanka. He has hands-on experience in many FMCG categories: Personal Care, Beverages, Edible Oil, Dairy, Biscuits, Confectionary, and more recently in Color Cosmetics and Skin Care. Fuad has a passion for brands and understands the nuances of marketing communication. He believes that consumer insights, innovation, and technology are the critical pillars in realizing business success. Fuad had the privilege of overseeing the first PAS Awards in 2011 and also held the post of Chairman PAS in 2012.

As the Chief Digital Officer at GroupM Pakistan, Amna is responsible for crafting the right partnerships in Data, E-commerce, platforms and products. These partnerships and products have been specially developed to escalate the Digital transformation and lead for our client partners. Amna has been associated with the media industry for the last 20 years. Her expertise is spread across Brand and Communication Strategic planning, Innovation and Ideation in Traditional and Digital media. Setting up successful business operations, Trainings and business development.

Shariq is a career marketing professional with proven record of achievements in business development and brand management across industries. He has served in various positions both in Telecom as well as FMCG sector locally and internationally. He prides himself as a consumer champion with expertise in marketing best practices. He is skilled at leading multi-functional & multi-cultural teams, a skill acquired through his diverse experience spanning various organizations and positions. He is currently serving as VP Commercial - Circle North at Telenor Pakistan.

With a career spanning over 15 years, Aman brings with her extensive experience in strategic planning, brand building and product development in leading financial service organizations of the country. This includes leading and managing teams in Marketing, Digital media and Business Development comprising of new products and channels with a clear focus on adding value to the top and bottom-line growth of the organization. As the Head of Marketing at EFU Life, Aman is currently responsible for planning, development, and implementation of EFU Life marketing strategies, communication on all media platforms and public relations activities. As a marketer, she believes in leading brands with a purpose to create a sustainable impact and firmly advocates the art of storytelling to connect with the audience in a way that leaves a lasting impact.

Energetic leader of high integrity, known for ability to envision and realize successful outcomes in complex situations. Diverse industry and functional expertise, with commitment to strong management, strategy development, brand depth and market growth. Innovative thinker with broad-based expertise in operations, brand development and media. Proven ability to quickly analyze key business drivers and develop strategies to grow the bottom line. Areas of excellence include Leading Change, Redesigning business Processes, Brand Positioning, Media Relations & Creating winning campaigns.

A marketer with a passion for digital transformation, change management and cracking exponential growth for young and mature brands. Her love for marketing goes back to when she was training to be an anthropologist at LUMS. The thirst to understand and work with consumer insights was sharpened at Unilever as she working as HRBP for Marketing. Mavra transitioned to marketing after a MBA from INSEAD- working with some of the leading brands like Amazon, Uber and now The Coca-Cola Company. Some of the projects she has enjoyed working on most are setting the brand strategy for Uber and Careem after Careem’s acquisition, developing a sports apparel marketing strategy at Amazon UK and pivoting the Uber growth model post covid.”

Marketer by passion and a food connoisseur outside work, Humayun Farooq is the Marketing Director for Reckitt Pakistan. Post his Master’s degree from the Institute of Business Administration (IBA), Farooq has an extensive marketing experience spanning over 18 years. He has been the mastermind behind several breakthrough campaigns both locally and internationally in the beauty, healthcare, personal care and food industries. As a marketer, he believes in driving brands by finding their emotional connect with the core TG. He is a strong propagator of leading brands with a purpose to ensure social impact over and above the commercial gains. Beyond work, Farooq is a food lover and is always up for experimenting food and sharing his experiences through his blog called @humayuneatsalot. He has a zeal for traveling and new adventures in addition to maintaining a healthy lifestyle in his daily routine.

Kamran Zulfiqar; a storyteller, communicator, and marketer at heart with over a decade of experience in all formats of Marketing Communications and Advertising. He's currently leading the function of Marketing Communications at Cnergyico Pk Limited (Formerly Byco Petroleum Pakistan Limited). Kamran loves being in the business of brands that translates business goals into innovative and well-structured marketing campaigns, captivating the target audience and achieving business objectives. He has been crafting initiatives that build cutting-edge brand imagery and consumer recognition. His mantra in life is simple - be consistent because success is never owned; it's rented, and the rent is due every day. He has been a Jury member for The Drum Awards, MENA Search Awards, Global Content Awards, and The Dragons of Asia Awards 2021.

Raheel Yousuf is an award-winning thoroughbred brands, communication and digital expert who possesses the ability to extract actionable consumer insights and convert them into powerful marketing ideas and campaigns! Currently, serving at Bank Alfalah Limited as the Head of Marketing & Brand Management. Raheel, has strong business intelligence, strategic and analytic expertise that converts marketing ideation into revenue generating results. He brings 19+ years of diversified marketing experience; allowing him to build brands and take them to newer heights.