Jury 2026

Hasan understands the emerging markets and has a background in developing the digital ecosystem including both product and growth. His current flagship product is Tamasha, the largest OTT platform in Pakistan. Prior to this, Hasan was leading the digital marketing team at HBL, tasked to inculcate a culture of data-driven decision making and enhancing the digital profile of the bank. At Telenor, he has been instrumental in establishing the digital business for the Emerging Asia Cluster. Hasan has also been in consulting working for Ernst & Young and International Data Corporation in the Middle East. He has done his MSc 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.

Global Ecommerce & Digital Marketing Director with 17+ years of experience driving profitable, scalable growth across retail, FMCG, marketplaces, and omnichannel in the UK, Pakistan, and global markets. Proven success in digital transformation, ecommerce monetization, P&L ownership, digital product management, customer acquisition, digital shopper experience, and ROI optimization for leading global brands including Alibaba, Unilever, Tesco, and Groupon.

Salman Yousuf is a seasoned C-level leader with 24 years of expertise in building brands and driving commercial growth across the MENA region, most recently as CEO/Founder of ToySouk. His tenure includes transformative leadership roles at P&G Gulf, Hilal Foods, and Tapal Tea, where he consistently reversed market share declines and delivered double-digit revenue growth by fusing deep consumer insight with sharp commercial strategy. His work has been recognized with MENA Effie awards, underscoring his commitment to marketing effectiveness. Salman is passionate about championing ideas that not only win hearts but also deliver measurable business results.

Dynamic marketing leader with 15 years of progressive experience across media planning, media management, and full-spectrum brand leadership in leading FMCG companies and agencies. Starting as a media planner and evolving into strategic leadership roles, I’ve driven media and digital strategies for major brands and led end-to-end business growth. As Brand Director for P&G Pakistan’s Shavecare category, I owned the P&L and spearheaded growth, premiumization, and digital transformation. A results-driven, emotionally intelligent professional, I excel at leading multifunctional teams, integrating creativity with data-driven insights, and driving innovation for sustainable business impact.

I’ve been on a fascinating journey developing consumer programs, learning the art of connection through media and channel marketing. Starting at WPP and growing at PepsiCo gave me a strong foundation. Today, as the Country Head of Media, Activations, and Content at Unilever, my goal is straightforward: to create meaningful, high-engagement consumer first strategies and build genuine partnerships. I focus on ensuring our brands become unmissable by truly resonating with people, proving that authentic communication is the most powerful growth driver.

Khurram Tahir is an accomplished marketing leader with over 16 years of experience in brand building, strategy, and communications. An MBA from a leading business institute, IBA, he has successfully led and shaped some of Pakistan’s most loved FMCG brands. As DGM Marketing at Bisconni, Khurram has championed creativity, innovation, and purpose-led storytelling that drives real business impact. His leadership has earned multiple marketing excellence awards, reflecting his belief that powerful ideas are those that inspire and deliver results. As an Effie Awards juror, he brings strategic clarity, consumer empathy, and a passion for effectiveness through creativity. Previously he has served for a Fortune 500 company, Abbott Consumer Healthcare, Abbott Nutrition International, handling iconic brands like Mospel and PediaSure before moving to a heritage Japanese Dairy company Morinaga Milk Industry Company.

25 Years of global endeavors, with Unilever, Reckitt, PepsiCo, Red Bull & Power Horse, across Europe, Asia & Africa. Practices and advocates “Ideation with prudence”, while leveraging the modern marketing mix for business results. He has led and been a part of major global innovations, regional turnarounds and brand transformations within Home Care, Health, Food & Beverage space.

Dina El Sehrawy is a globally awarded strategic insights leader with two decades of experience turning deep human and cultural insights into creative excellence. With formal training in psychology and marketing communication, Dina is renowned for uncovering deep cultural and behavioral insights that inspire breakthrough campaigns, innovations and brand strategies. Co-Founder of WonderMuse and former Chair of Kantar MEA’s Qualitative Board, she has advised 300+ brands across 35+ markets, earning global accolades from ESOMAR, Unilever, Yum! and multiple leading multinationals brands for driving compelling insights behind outstanding brand and communications. Passionate about evidence-based decision making, Dina champions strategies that connect brands to people in meaningful, impactful and lasting ways.

Think! Consider it done! With the mindset of a true doer, Syed Mubeshar Aziz brings over two decades of experience across account management, operations, sales, and marketing. Backed by an MBA in Marketing, his career spans leadership roles across multiple sectors including telecom, FMCG, OMC, hospitality, fintech, and the broader financial industry. He has overseen integrated communication for diverse portfolios, driving effectiveness through strategic clarity, disciplined execution, and collaborative leadership. Mubeshar is known for transforming complex business challenges into purposeful, high-impact marketing solutions while enabling teams to deliver at their best.

Vernon is a leading strategist and marketing executive. His career spans over 24 years having worked for Unilever, Mondelez, The Estee Lauder Companies, Colgate Palmolive, The Body Shop, The Alshaya Group, VERSA Consulting and Brahma AI Systems. He has led dozens of brands in beauty, fashion, personal care, beverage, cafes, restaurant, home furnishing, fragrance, makeup, skincare and pharmacies across 83 markets with a career that has taken him across North America, Europe, The Middle East and Asia. Vernon has a track record of turning around troubled businesses, break through innovations and driving profitable growth. He is passionate about fashion, beauty, travel and sports.

Hira Aamer serves as regional Brand Strategy Director for Sprite at The Coca‑Cola Company. With over 12 years in marketing & leadership roles at Coca-Cola, Unilever, and consulting, she has built expertise in brand strategy, innovation, and culturally resonant communication. An Oxford graduate in Economics and Management, her superpower is integrating strategic vision with precise execution. Hira champions consumer‑centric marketing that seamlessly blends creativity and analytical rigor, delivering impactful brand and business growth in complex, fast‑changing markets.

With over 23 years of experience in the telecom sector, I have built a strong foundation across Brand, Media, Activation, and Production. My career has been driven by a passion for marketing that blends creativity with performance and a meticulous attention to detail. Working across diverse regions and teams has enriched my perspective and strengthened my strategic approach to building impactful, performance-driven brands. I believe in the power of collaboration and continuous learning, and I’m committed to bringing creativity, insight, and excellence to every project I undertake

Marwan Chahine is a Senior Creative Director with over 18 years of experience across the Middle East and Canada. He has led award-winning, integrated campaigns for global brands across traditional, digital, and tech-driven platforms. Currently at Saatchi & Saatchi, he is part of the leadership team behind e&, driving its transformation into a global technology brand. Previously, he headed Studio M at Leo Burnett Dubai for McDonald’s GCC and shaped digital storytelling at Toronto Star. A mentor and innovator, Marwan champions creativity, leadership, and strategic thinking grounded in a human approach, while exploring art and photography inspired by his travels.

Somair Rizvi is the CEO & Co Founder of Myco, a new age OTT platform transforming how audiences watch, earn, and connect through content. With a career spanning 20 years at leading media networks like Publicis Zenith and groupm, Somair has helped scale some of the world’s biggest brands, from FMCGs to tech giants, across Pakistan. Today, he’s leading Myco’s evolution into a hybrid digital and broadcast powerhouse, combining OTT, mobile, and linear TV to reach over 50 million users globally. Passionate about the viewer economy and the future of media, Somair’s mission is clear, to bridge Web2 and Web3, giving power, value, and ownership back to the people who create and consume content.

With 25+ years of global experience across financial services, fintech, SaaS, telecom, and PropTech, I build brands that lead and marketing engines that drive measurable growth. I’ve led global campaigns for Mashreq, Visa, Allfunds, Skype, and Orange—delivering digital launches across 30+ markets, IPO-ready narratives, and ESG-driven strategies that enhance reputation and revenue. Skilled in aligning brand, product, and commercial strategy, I specialise in scaling digital ecosystems, transforming customer experience, and driving performance through insight-led storytelling. Fluent in five languages and an innovation patent holder, I thrive on complexity, transformation, and high-impact leadership.

Meet the Effie Pakistan 2026 Juror @Muzzammil Ghafoor, Personal Health Head of Ecommerce for Japan, APAC & ANZ at @Philips. With over a decade of specialized expertise in unlocking ecommerce growth and creating exceptional digital experiences across multiple markets, he brings a wealth of best-in-class practices and award-winning campaigns from around the globe. Prior to Philips, Muzzammil led high-performing ecommerce teams for Unilever in Southeast Asia and Alibaba. His unique blend of local & regional insights alongside global ecommerce leadership will bring a fresh perspective to Effie Pakistan's evaluation process.

Karuna Rupani is a seasoned marketing and commercial leader with over 15 years in FMCG across the Middle East, currently leading Marketing and Insights at FrieslandCampina. She has driven portfolio transformation, category growth, and innovation across multiple markets, balancing creative excellence with commercial impact. Prior to FrieslandCampina, Karuna spent a decade at Unilever managing powerhouse brands such as Dove, Lux, and Signal—earning multiple Effie and Dubai Lynx awards for campaigns that combined purpose with effectiveness. A data-driven strategist and creative thinker, she is passionate about building brands that connect deeply with consumers while driving measurable business results.

Yasser Akhtar is the Chief Commercial Officer at Brainchild Communications Pakistan, the country’s largest media buying house and an affiliate of Publicis Groupe. With over 17 years in media and marketing, he leads a 100+ member team driving strategy, growth, and innovation across major brands including EBM, P&G, Mondelez, FrieslandCampina, and EasyPaisa. Yasser’s expertise spans full funnel digital transformation, data driven marketing, and integrated brand communication. Recognized for his leadership and business foresight, he continues to pioneer media effectiveness, talent development, and transformative partnerships that shape Pakistan’s communications landscape.

I’m a media-agnostic thinker who believes ideas should solve problems. Over the past two decades across Mumbai and Dubai, I’ve been fortunate to craft work that looks good, works harder, and delivers results. From Ogilvy to JWT to DDB, I’ve explored many corners of creativity — from film and digital to activations. I love ideas that travel across media, spark emotion, (yes, win a few trophies) and occasionally make my teenage son say, “That’s Sigma.” I care deeply about ethics in communication, have a soft spot for simplicity, and stay endlessly curious about whatever’s next.

Fizza Shah is a creative leader with over a decade of experience shaping ideas that connect brands with culture. She’s passionate about the craft of storytelling, where strategy meets emotion and believes great work comes from listening deeply to people and culture. Passionate about pushing creative boundaries and mentoring young talent, Fizza continues to champion work that’s bold, meaningful and built to last.

A seasoned marketing and advertising leader with over two decades of experience in building brands across the region - Ishana spent half of her career leading successful campaigns for brands such as Cadbury, KFC, Tang, HSBC, Dove, Coca-Cola, etc. at Ogilvy Dubai. She has recently stepped into the world of tourism, focusing on enhancing travel experiences in her current role heading brand and marketing at Abu Dhabi Airports. Not one to shy away from a challenge, some of her most memorable work include the award winning ‘KFC Scroll Thru’ digital campaign in 2019 and the purpose-driven campaign for Dove Masterbrand KSA in 2022 called - ‘Welcome to womanhood’.

Karla Bekhazi is a brand and creative strategist helping leaders and organizations unlock growth through consistency, clarity and the intelligent integration of AI. She leads Mad Tea, a creative consultancy partnering with brands to turn technological shifts into growth, relevance, and advantage. With a background spanning branding, design thinking, and creative leadership, Karla blends strategic precision with creative provocation. Her work sits at the intersection of business and culture; grounded in the belief that in a world chasing noise; depth, thought and truth create the most transformative impact.

Kinza Jawwad is a Senior Marketing Manager at The Coca-Cola Company, driving brand and portfolio strategy as a part of the Eurasia & Middle East region for one of the world’s most influential beverage portfolios. Previously having worked with start-ups & at multiple MnCs including Reckitt, she led fearless and unconventional brands, shaping iconic work across beauty, healthcare, and wellness. From Sprite to Durex to Strepsils, she has built brands people have sipped from, flirted with, and relied on. Over the years she specializes in turning complex business challenges into culturally resonant ideas. She has showcased a record of thriving in fast-paced, high-stakes environments, where constraints became creative fuel resulting in multiple award winning/recognized campaigns and strategies. Her approach blends data, intuition, and unapologetically bold storytelling, always tied to measurable commercial impact. On the judging panel, she champions the courage to follow through on authentic ideas the kind that not only work, but make people feel something.

A seasoned marketing professional with over 15 years of experience in multinational and local companies. He is currently the General Manager Marketing for ZIL and leading the task for the revamping of the Capri Brand. His experience includes working for companies like Nestle, CCL, Fatima Group. He has worked across Communications, Marketing, Sales, Trade Marketing, Digital and Traditional Media, and PR, bringing strong cross-functional expertise and a proven ability to drive impactful brand and business results.

A passionate storyteller and brand builder, Ayesha Khan is Senior Marketing Manager, Colas at PepsiCo, with over 12 years of experience at companies like Colgate-Palmolive and Reckitt, shaping some of the world’s most iconic brands. Known for her strategic thinking and creative energy, she brings ideas to life that connect deeply with consumers and spark cultural relevance. Guided by a love for purposeful, insight-led marketing, Ayesha believes the strongest brands are built on authenticity, creativity, and meaningful impact.

Marketer with 10+ years in FMCG, currently leading the largest and most profitable portfolio at National Foods, driving P&L, innovation, brand strategy, and end-to-end execution for the Meal Prep business. Passionate about unlocking growth through consumer insight, defining clear brand direction, and disciplined in-market execution. I enjoy building high-performing teams, simplifying complexity, and delivering work that creates real business impact.

Mohamed Soliman is a distinguished marketing leader with over 22 years of multi-market experience across flagship global and regional brands. He's driven growth for industry giants like PepsiCo and Coca-Cola, while shaping transformative strategies for Savola Foods and its powerhouse, Al-Kabeer Group. As Head of Marketing for Al-Kabeer in GCC, Mohamed recently spearheaded a comprehensive brand reimagining across six core frozen food categories (Meat, Chicken, Vegetables, Fruits, Dough, Seafood). This initiative significantly boosted Al-Kabeer's image, awareness, endorsement, and competitive positioning.

Marketing Leader with over two decades of experience in Telco, Banking, Academia and CPG. Passionate about learning in the ever evolving world of marketing whether the industry is beauty or dairy. Motivated by creating value for the consumer, my business and my team.

Shadman Khan is a highly driven and passionate marketing leader with over a decade of experience in brand management, brand performance, brand communication, and digital content — shaping stories, stirring emotions, and building love between people and brands. As Group Director Brands for Ufone & PTCL, he leads the strategic evolution of two of Pakistan’s most iconic telecom brands. His journey includes senior roles at Telenor and Jazz, where he spearheaded impactful campaigns and transformation initiatives. Known for his creative energy and results-oriented vision, Shadman continues to craft brand narratives that connect deeply, inspire audiences, and drive measurable business impact.

Ramish Sultan is the CEO & Founder of Craftsmen Media, a leading creative and strategy agency building brands and storytelling ecosystems across markets including the GCC, South Asia, North America, and beyond. With over a decade of experience driving marketing effectiveness, he has led integrated campaigns that blend data, design, and culture to deliver measurable growth. Ramish’s work sits at the intersection of creativity and commerce, helping brands find meaning, build relevance, and achieve tangible business impact. Under his leadership, Craftsmen Media has evolved into a regional powerhouse known for bold ideas, strategic depth, and work that inspires both audiences and industries.

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 Jazz (Mobilink) before jumping onto the entrepreneurship band wagon! He founded Activemedia in 2011. The company experienced exponential growth since its inception and is now perceived by many to be the leading experiential marketing agency in Pakistan. In his personal life, he loves to travel to far-away lands and rides a motorcycle with friends on the weekends.

Pierre ​oversees ​the ​MENA ​region ​as ​the ​Managing ​Director ​of ​MassiveMusic ​Dubai. ​Passionate ​about ​music ​since ​childhood, ​he ​took ​his ​first ​professional ​steps ​in ​the ​world ​of ​sound ​as ​a ​hip-hop ​DJ ​and ​producer, ​whilst ​leading ​the ​music ​department ​of ​French ​creative ​agency ​FF ​Creative ​Community ​- ​working ​with ​brands ​like ​Amazon ​and ​Audemars ​Piguet. ​He ​then ​continued ​as ​one ​of ​the ​leading ​independent ​music ​supervisors ​in ​Paris, ​advising ​on ​music ​for ​luxury ​and ​fashion ​brands ​such ​as ​Chanel, ​Cartier ​and ​Yves-Saint-Laurent, ​before ​joining ​the ​MassiveMusic ​team. ​In ​2022, ​he ​opened ​the ​Dubai ​office ​of ​MassiveMusic ​which ​oversees ​the ​MENA ​region, ​and ​quickly ​grew ​it ​to ​become ​the ​region's ​leading ​and ​most ​recognized ​music ​agency. ​Today, ​together ​with ​the ​MassiveMusic ​Dubai ​team, ​he ​identifies ​and ​creates ​musical ​gold ​for ​films, ​TV ​shows, ​brands ​and ​agencies ​across ​the ​MENA ​region ​including ​brands ​such ​as ​Nakheel, ​Qatar ​Airways ​and ​Careem.

Noor Hassanein is Head of Brand & Communications Strategy at Accenture Song, leading strategic thinking that turns bold creativity into measurable business impact. With over 15 years of experience spanning global networks and leading creative boutiques, she has shaped strategies guiding innovation, unlocking measurable growth, driving major brand transformations through award-winning work across tourism, telecommunications, luxury, finance, and global FMCG. Recognized among the region’s top strategists by The One Show and Loeries, she is a passionate advocate for creative effectiveness and cross-disciplinary collaboration.

Ehmer Kirmani is a forward-thinking creative soul, a cultural strategist, brand imagery architect, storyteller and filmmaker. His creative odyssey began at Grey Worldwide, where he evolved into a strategic leadership role and discovered his belief in the power of storytelling to transform brands into cultural icons. Following this pivotal chapter, he embarked on a voyage of entrepreneurial creativity, amplification and film direction, navigating diverse mediums to craft stories that move hearts and shape culture. For him, a brand is far more than a logo or product; it is a movement, a philosophy, and a force capable of shaping the world. Guided by a purpose-led odyssey, Ehmer founded the world’s first independent Brand-First Marcom Network, a collective of Branding, Storytelling, Digital, Production and Amplification. Uniting creative Knights across the Western and Eastern hemispheres, this revolutionary collaboration built a platform for navigating IDEAL-led brand journeys, humanizing brands and transforming them into cultural forces that inspire meaningful change. Expanding this evolution, he founded AiCom Studio and AiCom Agency, pioneering ventures where artistry, data science and artificial intelligence unite to revolutionize storytelling and craft experiential brand journeys that redefine human connection in the digital age. At the heart of his voyage beats a singular belief: Your brand culture has the power to shape the world.

Saeed Ahmed Khan’s journey is driven by one belief; media has the power to inspire change. With over 16 years across PepsiCo, Lipton, Mindshare (Unilever), and BYD, he has witnessed how data and creativity can transform brands into cultural movements. As Country Head – Digital & Media at PepsiCo Pakistan, Saeed focuses on crafting connections that truly matter, where every impression tells a story and every campaign drives impact. For him, the future of media goes beyond metrics; it’s about shaping relevance, sparking emotion, and creating meaning at scale.

I began as a communication designer confined within agency walls, driven by a restless curiosity that refused to settle. That curiosity led me to storytelling — first with kids, then on film sets where I explored art direction, creative strategy, and the craft of filmmaking. Over time, I found my voice as a filmmaker who merges design, emotion, and narrative to create impactful visual stories. My journey even took me to Rio for an artist residency exploring how art can bridge economic gaps. Today, I work in advertising films and brand storytelling, constantly seeking new ideas, music, and people who inspire imagination.

Zain has spent over a decade helping brands craft stories that connect and ideas that truly work. Beyond advertising, he’s endlessly curious about the human mind and the cosmos. As a partner at Backspace, he works with businesses, startups, and thought leaders who want to create meaningful impact. His work spans education, sustainability, tech, philanthropy, and more - blending strategy, branding, and creative storytelling into results that resonate. He believes in the power of iteration: it’s not over till it works. Zain partners closely with clients to uncover the good, the bad, and the messy behind every great idea.

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. Diverse industry and functional expertise, with commitment to strong management, strategy development, brand depth and market growth. Energetic leader of high integrity, known for ability to envision and realize successful outcomes in complex situations.

With over 18 years of experience in high-impact brand leadership, Raheel specializes in transformational brand building, strategic advertising, and market turnaround. He has led multiple regional cross functional teams in revitalizing the trajectory of Brand Dawlance (BEKO Global) and expertly guided the advertising communication for global powerhouses, including Mondelez (Cadbury) and Unilever to create memorable brand stories. His work stands for fierce commitment to growth and strategy-led creativity.

Brand and growth marketer with 2 decades of experience across MENA, Centeal Asia and Caucasus, South East Asian markets. Worked on brands like Dettol, coca-cola, Sprite, Fanta, foodpanda/ Delivery Hero, the biggest food delivery company globally. Launched Olper’s milk and Tarang. Passionate about building strong brands that drive sustained growth

An award-winning marketing leader with 14 years of experience in building and turning around brands into profitable businesses. Have led several high-impact initiatives that combined strategy and innovation. Over the years, work has been recognized with multiple industry awards locally and internationally for creativity and effectiveness. Outside of work, passionate about fitness and travel.

Saad Abdullah is a strategic automotive leader with extensive experience across market-leading mobility brands, who's strength is curating brand strategies and driving measurable growth. Collaborative and insight-driven, he unites cross-functional teams to craft communications and experiences that inspire change and deliver impact. Redefining modern automotive marketing, Saad blends innovation, storytelling, and purpose to create campaigns that resonate deeply with audiences and keep brands ahead in an ever-evolving landscape.

Mohamed Wasfy joined the advertising world with an unorthodox leap from the client side, crossing that bridge he was following his passion for creativity and risking 10 years of marketing experience of which three of them were in the U.S. His first sign of fate to shift to the creative side was winning a golden award for a creative that he came up with as a Regional Account Director at DDB Cairo. Burning his ships and risking his career was what motivated him to go all the way and push himself to achieve his dream making use of every bit of knowledge that he carried across from the marketing side. The move worked for Mohamed as he became Regional Creative Director on Henkel business for four years and the man behind the most talked about campaigns, he then joined CONNECT as Chief Creative Officer, then moving to DriveDentsu playing the role of an ECD then got promoted to become the MD. Today with 26 years of experience, Mohamed is the Founder and MD of Bubblegum Advertising and also a loving husband and a fortunate father of three. He loves sports and is a proud national champion in diving.

Nick is Head of Strategy of FP7McCann Dubai. He provides the strategic counsel which delivers different shaped ideas to generate outsized commercial impact. He has 15 years experience wielding creativity as a powerful tool for business, and a track record for helping brands outcompete and outperform their peers. With stints in media, digital, consulting, and creative agencies, he has a breadth and depth of skills for resolving the types of complexity companies operate in today. This experience has seen Nick work with organisations of all shapes and sizes across tourism, FMCG, sports, technology, banking and FinTech, automotive, transportation, insurance, charity, telecommunications, and more. He has been celebrated globally for his award-winning work, including at Cannes Lions, D&AD, and Global Effie.

Assam Khalid is an award-winning Creative & Strategic Consultant and founder of Vexology Advertising in the UAE. With over 350 global accolades — including 2 Gold Cannes Lions — he ranks among the Top 3 Strategic Planning Directors worldwide (Big Won Report) and Top 25 Creative Directors globally (ADC/One Club). A former leader at BBDO, Ogilvy and Saatchi & Saatchi, he’s shaped high-impact campaigns across multiple sectors. Armed with a Master’s in Advertising from UT Austin, Assam has created acclaimed work such as Not A Bug Splat, displayed at Tate UK. He frequently speaks and judges at leading international creative festivals.

Shoaib Shamim is a storyteller at heart, currently serving as Head of Marketing – Pakistan & Afghanistan at Shan Foods. With over 15 years of experience, his journey began in the buzzing world of advertising, where he learned the art of crafting ideas that move people. From agency floors to boardrooms at Unilever and Shan Foods, Shoaib has built brands that speak to hearts, not just markets. He believes great marketing is about creating human connections — ideas that inspire, conversations that endure, and campaigns that make a real difference in how people see and experience brands.

With over 14 years of diverse industry experience across 3 continents, UAE-born Kim is a media & intelligence strategist who excels at leveraging data and consumer insights to drive growth for brands across verticals such as FMCG, Retail, Tech, Luxury and Destinations. Her work with industry leaders such as MARS, Haleon, Coca Cola, Richemont showcases her ability to unearth & analyze data to develop human-centric strategies that resonate deeply with consumers. Kim thrives on innovation, constantly seeking new ways to integrate business needs with robust data and a profound understanding of the human element to build impactful marketing frameworks throughout MENA.

Kamran Zulfiqar builds brands that earn trust in the real world. With over 15 years of experience across the full spectrum of Marketing & Communications, he has journeyed from agency floors to the front lines of public health under the Health Department, Government of Sindh. As the General Manager - Brand, Media & Communications at Sindh Integrated Emergency & Health Services (SIEHS) — formerly The Aman Foundation — he shapes the narrative for one of the province’s most vital public-good institutions. Having led across Telecom, Oil & Gas, Luxury Real Estate, and now Public Health, Kamran believes in one rule: define the problem clearly, simplify relentlessly, and communicate with purpose.

Farooq Soomro documents human experience whether it is in his role as a researcher or a photographer. He is currently working as Head of Insights at PepsiCo Beverages Pakistan.

Fred’s an innovative creative leader with a passion for branded communications and business transformation. A copywriter by trade, Fred’s known for blending imagination with tech expertise to deliver captivating storytelling experiences that push the boundaries of traditional and digital comms. A quest that began almost 25 years ago, working for different global markets. He pioneered inhouse creativity at Unilever as its Global Creative Director creating standout work for all of its 300+ global brands and was awarded with dozens of international awards for his work for Bentley Motors, Xbox, Sky, Nissan, KFC, Colgate and FOX International Channels.

Naushin is a marketing leader with a diverse portfolio of experience across Unilever, Dabur, Continental Biscuits, and Dawlance. Over the years, she has led brand transformations that blend strategic clarity with a deep understanding of consumer behavior. Currently serving as Category Head at Dawlance, she drives growth through purposeful innovation, compelling communication, and data-backed decision-making. Her work consistently turns business challenges into opportunities to build relevance, trust, and long-term brand equity. Naushin’s career reflects a belief that effective marketing is not just about visibility — it’s about creating meaningful impact that endures.

Umair Masoom Usmani is abuilder,active investor and a thought leader basedinUAEworkingat the intersections of media,commerce and technology with a passion for both web3 and AI. He is the Founder &MD ofmyco-aleading video streaming platform in the region founded in 2021 that has raised over $25 mn in funding from prominent name ssuch as Daman Investments,Tim Draper,Aptos,Republic,GhafCapital,Art3 foundation and many others.Myco has a user base of 35 mn plus users and is now a household brand and a main stream video app in its key markets holding longterm streaming rights to assets such as ICC, Asia Cup and PSL of Cricket, English Premier league of football,Wimbledon,Squash,MMA and inem and entertainment content suhas Shark Tank.My coal so boasts over 30,000 watch hours of premium entertainment content in English,Urdu,Bengali and Arabic languages and currently has 100 plus employees across three offices in Dubai,Karachi and Cairo.Myco is rapidly expanding in markets across GCC,North Americaand ASEAN region with its white labeling and SaaS business model working with renowned global media brands and partners

Alina is the Co-founder and Director of WeCrunch, an AI-powered data analytics company helping FMCG brands harness data to drive smarter business decisions. With a background in brand building and marketing leadership at Procter & Gamble and The Hershey Company, she brings deep expertise in consumer understanding, brand strategy, and digital transformation. Passionate about bridging the gap between technology and people, Alina empowers marketing and business leaders to embrace AI with clarity and confidence — enabling them to elevate productivity, performance, and impact in an increasingly data-driven world.

Amna has over 23 years of experience in Digital, Brand & communication media planning, Innovation & Strategy in overall media. She has partnered with leading Multinational and local brands in Pakistan. Her expertise has been the digital transformation of many leading advertisers. Amna is a highly respected media veteran in the industry. She has been a Jury member for Pakistan Effie, Pakistan Digital Awards, APAC Effie for multiple years. She works closely with the National Incubation Center in Pakistan, which identifies, incubates and Mentors start-ups in Pakistan. Amna has led Digital transformation for clients like Pepsi, Unilever, British American Tobacco along with local jewels in the apparel and food business. Her vast career has been spread over managing media and communication planning in almost all vertical of advertisers. She was the “Red Dragon- Dragon Master” winner at Dragons of Pakistan 2025.

Mo. Raheel Yousuf is an award-winning marketing visionary whose career spans over two decades of transforming brands, building purpose-driven storytelling, and shaping the future of marketing. With a proven track record across banking and advertising, he is known for turning bold ideas into measurable impact and insight into inspiration. A believer in the power of creativity to drive change, Raheel blends strategy with soul — leading teams to push boundaries, challenge conventions, and create work that truly moves people. Passionate about innovation and authenticity, he continues to champion marketing that not only sells but inspires, uplifts, and endures.

Currently serving as the General Manager at Unilever, I spearhead the Beauty & Wellbeing business unit in Pakistan. More recently, I've served as the Chief Marketing Officer at Tapal Tea and Director Marketing at Shan Foods, iconic local brands with global reach. Across those experiences and the ones before, I have honed my skills in crafting compelling brand narratives and driving impactful marketing strategies. My extensive experience across various categories including disposable diapers, laundry, home care, dish wash, hard surface cleaning, foods, hot beverages, and beauty products has equipped me with a comprehensive understanding of consumer behavior and market dynamics. Moreover, my active involvement in industry associations such as the Pakistan Advertisers Society, where I served on the executive council and conducted workshops on Marketing 101 and Effie case writing, coupled with my tenure as an Effie Pakistan Jury member for 7 consecutive years, underscores my commitment to fostering excellence and innovation within the marketing domain. Furthermore, my background as a qualified board director, CEO of a for profit social venture Saaf Sehatmand Services and my pursuit of continuous learning, exemplified by my completion of a diploma in Football Business Management from the Johan Cruyff Institute and Mini MBA by Mark Ritson, attest to my adaptability and passion for staying abreast of emerging trends and best practices.

Humza Mahfooz leads social-first transformation at Unilever's Beauty & Wellbeing sector, revolutionizing how beauty brands cultivate authentic desire. He pioneers innovative media strategies, next-gen influencer marketing, and community engagement to drive demand in a shifting digital landscape. Humza develops advanced social media measurement models that go beyond vanity metrics, ensuring sustainable growth and future-proofing the business. His expertise lies in integrating creative storytelling with data-driven insights to build meaningful connections between brands and consumers. With a focus on innovation and impact, he continuously pushes boundaries to set new standards in social marketing and demand generation

Shehryar is a Marketing and Strategy professional with more than a decade of experience in steering brands across a wide range of categories. Thanks to his background as a telecommunication engineer, he brings a distinct flavor of creativity, infused with a data-driven approach. Having worked previously on iconic brands like Knorr, Lifebuoy, Clear and Lipton, he is currently serving as the Head of Marketing for Coca-Cola in the Pakistan and Afghanistan region