Jury Profiles 2026

Maria Ahsan, General Manager Marketing at Candyland (Ismail Industries Ltd.). A driving force in the FMCG sector, Maria is a strategic leader renowned for driving brand excellence and innovation across some of Pakistan’s most iconic portfolios. With a career rooted in high-impact brand evolution, she has successfully navigated complex consumer behaviors to scale market-leading brands through creative storytelling and tactical precision.

Umer Adil is a Pakistani filmmaker, producer, and creative entrepreneur known for storytelling that blends emotional depth with social relevance. As founder and Executive Creative Director of Hot Water Bottle Films, he has led impactful campaigns across film, television, and digital platforms, working with leading brands, development organizations, and cultural institutions. Umer’s work is characterised by strong narrative craft, authentic characters, and a deep understanding of local context. He is particularly committed to stories that explore childhood, education, health, and social responsibility, using creativity as a tool for awareness, empathy, and positive change.

I am a seasoned brand and digital strategy professional with over a decade of experience across agency, platform, and consulting environments. Over the course of my career, I have partnered with globally renowned brands including Unilever, GSK, and Tetra Pak, as well as leading telecom and fintech organizations in Pakistan. My work spans brand building, media innovation, and influencer-led storytelling, with a strong focus on aligning creativity with business outcomes. I am known for my strategic depth, cultural understanding, and ability to navigate the evolving digital and media landscape.

Mohtashim Hussain brings a wealth of experience and unbridled passion to the table. With a storied career spanning over 9 years at Reckitt and Unilever Pakistan, he's crafted winning strategies for iconic brands like Dettol, Lifebuoy, Veet, Harpic, and TRESemmé. This LUMS alumnus has been feted with awards for his unwavering focus on future-fit growth, brand elevation, and innovation that puts the consumer at the forefront. His mantra? Crafting brands that are impossible to ignore, fueled by brilliant basics and unadulterated consumer delight!

Ahmer Rasheed is one of the leading Marketing, Research and Strategy consultant in Pakistan. He is founder and CEO of Markematics Pvt. Limited, one of the leading marketing research and consultancy organization and Markematics Digital, a Tech startup launched in 2021 working in the areas of TechEd, Survey & Crowed Sourcing Platform, Data Analytics and Artificial Intelligence. During his 30+ years career, he has been associated with MNC’s like Nielsen, Oasis Insights, MEMRB, GSK and Eli Lilly in senior management positions in the areas of marketing, research and business management. He has several industry level initiatives on his credit including but not limited to;

• Was Instrumental in establishing Nielsen in Pakistan
• Bringing Special Analysis capabilities to Pakistan for the first time while he was heading Nielsen Pakistan’s special analysis division
• Launch of Pakistan’s first ever Single Source Study (CMi)
• Launch of MEMRB and its Retail Audit Service in Pakistan
• Has established a first of its kind BTL evaluation model “InterACT” which is widely in use by various clients. Have written a Research Paper based on approach of this model which was accepted by ESOMAR and presented in MENAP Conference in 2016

He was also part of the group of researchers who have revived the Market Research Society of Pakistan (MRSP) in 2011 and was the first elected President of MRSP

Syed Hamza is a Creative Director at BBDO Pakistan who treats advertising like a curious social experiment. He has spent almost a decade learning how ideas travel across culture through stints at BBDO, M&C Saatchi, and Fishbowl. He believes brands are tiny language systems and that the right arrangement of words and visuals can change how people think and buy. He spends most days debating (read: arguing) ideas, poking at sacred cows, and asking why something should exist at all.

As CEO of Shadow Shift Solutions, Faiz Kazi is a strategic partner to brands navigating complex revenue challenges. A former digital director for five Publicis partner agencies, he offers 16 years of expertise across FMCG, Consumer Electronics, Telco’s, Tech, Fintech, Travel, Automotive, Healthcare. With a history of managing multimillion-dollar investments, Faiz possesses distinct insight into true media effectiveness. He champions first-principles thinking, mapping comprehensive strategies that cover every angle to eliminate blind spots. Faiz joins the Effie Jury to recognize work that moves businesses from fragmentation to sustainable, fundamental growth.

I am a marketer with over 15 years of experience working across multiple categories, including Personal Care, Beverages, Beauty & Wellbeing, Home Care, and Ice Cream. I bring deep expertise in managing diverse portfolios, shaping and executing marketing strategies, and uncovering market and growth opportunities. Currently, I lead the Hair Care business within the Beauty & Wellbeing Business Unit at Unilever Pakistan. I am energized by building brands rooted in truth and relevance, sustaining strong performance momentum, and driving transformation through future‑fit portfolios in an ever‑evolving consumer landscape.

With over 15 years of experience shaping brands across Pakistan and international markets, Hasan has driven culture-relevant, business-moving work. As Chief Creative at Alt Story, he bridges insight, storytelling, and effectiveness to build brands. His work consistently delivers proven commercial impact, earning recognition across major award platforms. Under his creative leadership, Alt Story has been recognised as the World's Top 10 Most Effective Independent Agency.

Jasia Farooq serves as Stream Head Brands & Product Marketing at JazzCash, where she plays a pivotal role in shaping the company’s growth and market leadership. She led the successful repositioning of the JazzCash brand, transforming it into the most popular digital wallet in Pakistan. Jasia has driven high-impact, industry-first marketing campaigns, including the launch of innovative solutions such as Tap Pay, while scaling core payment products like digital loans, rewards, QR payments, and government disbursements. Her work continues to accelerate Pakistan’s transition toward a cashless, financially inclusive digital economy.

With more than 13 years of experience in the field of growth & performance analytics, Hani brings with him a unique perspective in building a robust and sustainable growth model. His expertise lie, in bringing forward an approach that help financial services understand the customers’ needs, while helping the business imbed their services, natively within the customers’ journey of fulfilling that need.

Moazzam Faruqui is a brand and growth leader with experience across brand building, commercial strategy, digital marketing, partnerships, and advertising. He currently leads Core Brands at Jazz, driving consumer growth and brand consistency at scale. Previously at Daraz (Alibaba Group), he built and scaled the regional retail media and advertising business into a multi million dollar vertical and led sales operations across Pakistan, Bangladesh, Sri Lanka, Nepal, and Myanmar. His career spans multiple industries with a strong track record in growth and turnarounds. His work has earned 3 Effie Awards, a PAS Award, and a Gold at Goa Fest.

Syed Noaman Asar is a marketing strategist and business leader with over twenty-seven years of experience driving brand growth through insight-led, results-focused marketing. He has worked with leading global and local brands across FMCG, media, and services, translating consumer understanding into clear strategic choices and measurable business outcomes. He has a long-standing association with Kantar, and Oula (Private) Limited operates within the Kantar ecosystem. As CEO of Oula, he collaborates closely with marketers and agencies to connect creativity with commercial impact. Known for his analytical rigor, Noaman values insight, strategy, and effectiveness.

I spent six formative years at Unilever, where I built a strong foundation in brand building and strategic marketing. Driven by a passion for creativity, I went on to found Viral Edge, now one of Pakistan’s leading advertising agencies. Over the years, I’ve had the privilege of working with renowned multinational brands including Unilever, Pepsi, Reckitt, Tapal, and CBL. At the heart of my work is a deep love for storytelling, and I’m especially excited about shaping the future of creative storytelling through the power of AI. Outside of work, you’ll most likely find me on the golf course.

With over 20 years of experience across Pakistan and the Middle East, Rizwan Ali is a digitally driven marketing and IMC leader with a strong track record in building integrated, data-led brand ecosystems. Currently heading IMC and CRM at National Foods Ltd, he has led the shift to an integrated communications model, scaled first-party CRM to 100K+ consumers, and delivered award-winning campaigns that have significantly increased digital engagement and brand impact. Rizwan’s career spans senior roles at Danone and Engro Foods Ltd, & brings in a sharp lens on effectiveness, innovation, and marketing analytics in today’s evolving marketing landscape.

Insight and purpose-led marketing leader with 15+ years of experience building brands that matter—rooted in deep consumer understanding, creative effectiveness, and cultural relevance. As a marketing leader, I aim to translate human truths into enduring brands and platforms that drive growth, trust, and long-term equity. My journey across EBM, L’Oréal, Nestle, and Coca-Cola has shaped award-winning work recognized at platforms such as Effie’s and Cannes. I believe marketing can be a force for good—where insight fuels creativity, brands earn meaning, and teams are inspired to build the future with purpose.

Alfiya Halai is the Head of the Communication Design Department at the Indus Valley School of Art and Architecture (IVS). With a strong foundation in research-led strategy and design development, she brings over a decade of industry experience from leading roles at Adcom Leo Burnett, O2 Communications, and as Creative Director/Partner at Hue Creatives. Alfiya actively bridges academic inquiry and commercial practice through culturally informed, ethical, and mindful communication. Her practice focuses on design that moves beyond persuasion to deliver responsible, effective, and measurable impact, fostering critical thinking, contextual relevance, and accountability in contemporary creative practice.

Experienced business professional with ~20 years of experience driving and delivering results in Marketing, Customer & Commercial, Strategy, Business Development, Brand Building and D2C with Top Tier Multinational Companies across Turkey, Central Asia, Middle East and Pakistan in categories ranging from Beverages to Laundry to Baby Care to Beauty Care and from Automative to Consumer Electronics.

He has diverse local and international experience looking after Middle East & North Africa (MENA) region, along with Europe and Africa’s for over 24 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. He has driven Brands and Businesses in categories as diverse as Margarine, Edible oils, Hair Care, Personal care & Consumer Health

Seasoned consumer & market insights professional with more than two decades of rich experience in unearthing Insights across geographies and product categories having worked with the likes of Procter & Gamble, Engro Foods, Friesland Campina, and Unilever. She is currently heading Consumer Market Insights for PTAB (Pakistan, Turkey, Arabia & Bangladesh) Region at Unilever. Ayesha has been guiding and influencing marketing & business decisions to drive growth, based on deep consumer knowledge. Passionate about leveraging AI & technology to deliver agile and innovative solutions that allow getting insights faster and more authentically. In addition to CMI, her career experience in HR and Business Development allows her to have a well-rounded approach to business.

A marketing leader with 20 years of experience driving brand and business growth through integrated marketing. Known for building strong teams and partnerships, with a clear focus on effectiveness, creativity, and measurable results.

Nida Haider is a Partner at IAL Saatchi & Saatchi from where she has played a defining role in shaping brand strategy and account planning in Pakistan. With over 25 years experience across leading global agencies — including Young & Rubicam, New York City and Goodby, Silverstein & Partners, San Francisco— Nida is as comfortable challenging a global framework as she is dismantling a weak brief. Her work spans global and local power brands earning international recognition including Effie, Cannes, Communication Arts and shortlists at the Clios. Nida is known for building culturally grounded strategies that win awards and grow business and she’s never afraid to tell you what’s on her mind.

Meet Jahanzeb, Global Media & Influencer Lead at Unilever. With 15 years of local, regional, and global experience across Unilever, P&G, Philips, Kraft Heinz and Starcom, he is recognised for a balanced, evidence‑based approach grounded in a genuine curiosity for what drives people. He brings a steady, results‑oriented perspective to his work, with a particular passion for unlocking business growth through an effective marketing mix.

My journey of 15 years through various agencies like JWT, Firebolt 63, Adcom, and Fishbowl, have led me to my current role as National ECD at BBDO Pakistan. I operate on a fuel of constructive dissatisfaction, I am rarely content with the work, which is the only reliable way to keep improving. I believe advertising is the art of capturing attention in a world actively designed to filter us out. To win, we must be outlandish and help young creatives hone their own distinct voices. We are all just striving to create something unskippable.

Ahmad is a seasoned marketeer with over a decade of expertise in media strategy, brand management, and IMC planning for leading global brands in the beverages, fintech, and tobacco industries. Currently serving in a regional capacity at The Coca-Cola Company as part of the End-to-End Marketing Strategy team, he drives strategic initiatives leveraging consumer passion points such as Music, Football, and Cricket to build value for Coca-Cola brands. His work has successfully delivered impactful campaigns across multiple markets, enhancing brand equity, driving consumer engagement, and contributing to growth for the business.

Ex-journalist. Ex-producer. Career advertiser. Future content architect. Lifelong writer and storyteller. Would-be dhaba owner. Her path hasn’t always been linear, which is why it works. Her work is defined by marrying creative flair with hard-nosed business strategy. Rashna’s goal remains the same – solve the business problem and sell the brand well without boring the audience. And when you’ve mastered the rules of the game you know how to break them – effectively. She’s spent decades figuring out exactly how to do that. She could tell you how I do it, but then she’d have to edit you out of the story.

Farahnaz Haider Shaikh is a communication specialist with over 20 years of experience in the advertising and marketing sector. A published author, Farah finds joy in teaching the craft of storytelling at leading institutions, serves as juror across comms-related forums, and leads corporate brand for a local organization.

Asad is a senior marketing leader with extensive experience in building brands across local and international markets. As Head of Marketing for International Business and the Value Added portfolio, he leads strategy, innovation, and execution across multiple geographies and consumer segments. His work focuses on driving measurable business growth through strong consumer insight, disciplined brand strategy, and commercially effective creativity. Recently Asad has been closely involved in luxury range brand building, portfolio expansion, and large-scale activations, with a strong emphasis on effectiveness, not just visibility. He believes great marketing must deliver both relevance and results.

Hamza is a hurricane with a heart, the kind that storms into briefs but stays for the feelings. A mere mortal chasing immortal stories. With over 17 years of committing creative crimes, he’s accidentally made history a few times: winning Pakistan’s first two Grands Prix at Cannes Lions, becoming the country’s first Cannes Lions awarding juror, and ranking 40th globally on The Drum’s Creative Director list, while also being named Pakistan’s most awarded creative (Campaign Brief, 2021). With 135+ international awards, this marks his 8th Effie Pakistan jury stint, and he’s delighted to be back.

Shayan Sikander is a seasoned marketing and digital transformation leader with experience spanning Jazz and Pfizer, where he has led large-scale digital initiatives across brand, performance, and platform transformation. At Jazz, he has played a key role in shaping brands, digital ecosystems, driving data-led marketing strategies, and supporting the evolution of consumer and enterprise platforms. Previously at Pfizer, he contributed to global assignments, working across markets to modernize digital engagement, customer experience, and marketing operations. Known for combining strategic thinking with execution rigor, Shayan brings a strong track record of leading complex transformations in highly regulated, large-scale organizations.

Altamash Kohati is a seasoned media and communications leader with over 16 years of experience, currently serving as General Manager at WPP Pakistan. He drives strategic media planning and innovation, blending commercial acumen with creative thinking to help brands stay future-ready. Altamash has led marketing initiatives across FMCG, automotive, fashion, pharmaceuticals, aviation, banking, technology, telco etc, delivering sustained business growth while building strong client and team partnerships. As an Effie Pakistan juror, he brings deep expertise in marketing effectiveness. His work has earned WPP APAC Emmies, Campaign Asia AOTY, Effies & Global Ideas Awards. A certified trainer and coach, he actively champions learning, storytelling, and talent development.

A seasoned marketing leader with over 20 years of experience across leading local and multinational organisations, recognised for building brands with strategic clarity and commercial discipline. Over a decade has been dedicated to the Food and Beverage sector, covering the creation, scaling, and stewardship of multiple categories and brand portfolios. The professional lens is strengthened by international exposure through a Brand Building Support role at Philip Morris International’s global headquarters in Lausanne, Switzerland. Driven by sharp market insight and structured, outcome-driven thinking, anchored in sustainable brand growth, organisational capability building, and long-term value creation at scale.

With over 13 years of experience in marketing, I specialize in shaping brand narratives, strategy, and media relations to foster strong connections between businesses and their audiences. As head of marketing strategy & Cooking Aids category for Foods North America, I lead brand positioning, digital strategy, and partnerships with organizations like The Culinary Institute of America and Women Foodservice Forum. In addition to my professional work, I share insights through thought leadership articles and have published widely on brand building and mentoring. My work has earned me three Effie, Drum and Elevation Marketing Awards, recognizing excellence in marketing.

Bilal is a highly effective strategic leader who has spent nearly twenty years as a powerhouse in the advertising sector. His career is distinguished by a strong track record of true intelligence and exceptional leadership skills. He has successfully served to prominent businesses such as Telenor, Samsung, Ufone, Bata, Sting, Total Parco, MG Automobiles, Shaukat Khanum, Fauji Foods and many others. Bilal specializes in delivering transformative results and setting new benchmarks, defining success by strategic industry impact rather than mere campaign execution.

Yasir Aslam is a Creative & Strategy Director with over sixteen years of experience building effective brand platforms across QSR, FMCG, financial services, healthcare, mobility, and e-commerce. Known for blending strategic clarity with strong storytelling, his work spans brand launches, national campaigns, digital ecosystems, and long-term communication platforms for some of Pakistan’s most recognisable brands. Yasir’s approach is rooted in human insight, cultural understanding, and simplicity, with a consistent focus on ideas that deliver measurable impact. His work has been recognised across major industry awards and is respected for balancing creativity with effectiveness.

Shoaib has more than 12 years of marketing experience driving brand growth and innovation in the Beauty, FMCG and Healthcare industry. Currently leading the marketing for Skincare category at Unilever Pakistan. Previously Shoaib held key marketing roles at L’Oreal, Reckitt and Haleon, managing iconic beauty, health and hygiene brands like L’Oreal Paris (world’s #1 beauty brand), Mortein, Harpic, Gaviscon, Strepsils, Durex, Disprin, Cac-1000 Plus, Voltral, Iodex and many more. Shoaib is well known for building high-performing teams, executing data-driven strategies, and delivering consistent business results in competitive categories.

Gohar Naqvi is an award-winning marketer and a Chevening Scholar. Presently, he is heading marketing at Mondelez Pakistan, where he has delivered consistent growth on the business with an unwavering focus on the core, and transformative innovations expanding play in whitespaces. With over a decade of managing and growing brands like Cadbury, Lifebuoy, Walls, and others, Naqvi has honed his expertise in business strategy, brand building, portfolio/innovation management, and revenue growth management. Naqvi finds his purpose ‘in leaving the world a little better than he found it’ and feels strongly about positive social impact. Thus, it is no surprise that some of his most iconic campaigns are rooted in reality and challenges status quo.

I’m Anum Matri, Head of Campaigns at foodpanda, where I am responsible for growth across groceries and food delivery. Building campaigns that blend brand storytelling with performance and product thinking, creative ideas that don’t just look good, but convert. With experience scaling digital-first categories, I lead end-to-end strategy and execution in close partnership with cross-functional teams. Before foodpanda, I worked as a media and advertising strategist, delivering award-winning integrated campaigns rooted in data and insight. I thrive at the intersection of growth, creativity, and analytics, and I’m passionate about accelerating Pakistan’s digital evolution.

Meet the Effie Pakistan 2026 Juror, Sohaib Hassan, Founder & CEO of Brand & Media Learning Hub (Pvt.) Ltd. With over 12 years of experience spanning brand strategy, creative communications, result driven media planning and marketing education, Sohaib brings a practitioner-led and insight-driven perspective to the Effie Jury. His career includes impactful work with Amreli Steels, Kenwood, Homage, and The Indus Hospital, earning Effie and PAS Awards for clutter-breaking campaigns. A KSBL MBA and SZABIST Corporate Gold Medalist, he also serves both institutions as visiting faculty of Marketing. He runs a WhatsApp Community of 1,100+ marketers and has a following of 75,000+ as LinkedIn content creator — bringing a sharp lens on effectiveness, purpose, and results that truly #HitTheMark

A passionate and results-driven category and brand media planning and buying leader with over 14 years of experience across conventional and digital platforms. A SZABIST graduate, his career spans Group M, OMD Pakistan, Telenor Pakistan and Fauji Foods Ltd. Currently, as Category Manager – Lubricants at Pakistan State Oil, he drives category performance by converting strategic initiatives into measurable brand health and sales KPIs. He is recognized for strong leadership, mentoring high-performing teams, leveraging data-driven insights, operational excellence and strategic clarity to achieve sustainable business growth.

Ovais Ilyas, General Manager at WPP, brings over two decades of leadership across media strategy, client stewardship, and integrated communications. Having led some of Pakistan’s most complex and high-impact portfolios across FMCG (which includes Unilever), telecom, banking, automotive, confectionary, e-commerce, and retail, he is known for combining analytical rigor with decisive execution. Renowned for crisis management, stakeholder alignment, and building high-performing teams, Ovais firmly believes that network is net worth. A recognized regional Best Visionary across 96 markets and globally Worldwide Culture Ambassador award winner, he is deeply respected for translating business ambition into scalable, results-driven media solutions, championing ideas that deliver measurable outcomes and truly #HitTheMark.

More than 13 years of experience, about 10 years working in top 3 media agencies locally & globally. Associated with Reckitt for past 4 years and working in the capacity of Head of Media, Comms and PR.

Sara Syed is a commercially driven global business leader with 15+ years across WPP, Havas, JKR and independent agencies. She has led multi-market teams spanning strategy, creative, CX, digital and design, growing portfolios for brands including Unilever, Heinz, Mars, Philips, J&J and The Coca-Cola Company. Known for turning relationships into long-term partnerships, Sara combines sharp commercial stewardship with curiosity-led insight to unlock new opportunities. She champions AI-enabled ways of working that accelerate learning and creativity while protecting craft and effectiveness. She also serves as an Effie UK Jury Member and Cannes Lions See It Be It Mentor worldwide today.

Andreas Moellmann advises leadership teams on how brands drive business. With three decades across Europe and Asia, he has led strategy and transformation for Publicis, WPP and Omnicom. He has guided global brands in FMCG, electronics, telecoms and automotive, helping them sharpen positioning, align organisations and build marketing systems that improve performance. Known for clear thinking and commercial pragmatism, he works with CEOs and CMOs to turn brand into an operating asset. His work spans workshops, measurement frameworks and transformation strategy. Based in Bangkok, he supports clients worldwide who want brands that moves markets and delivers results.

Danish Ejaz is a brand strategist with over two decades of experience across branding, advertising, digital, and storytelling. As the founder of Madvertising, he thrives at the intersection of insight, innovation, and impact that enable him to build platforms, communities, and brands that speak boldly and act intelligently. Known for asking the right questions, pushing uncomfortable truths, and elevating people around him, he’s in the business of building relevance that lasts.

I am a seasoned marketing and media leader dedicated to driving digital transformation and strategic brand growth across diverse markets, including Pakistan, the Middle East, and globally. As Business Director – Digital at WPP Media, I craft and execute integrated digital strategies for prominent clients such as L’Oréal, BAT, and GSK consistently delivering significant business results through data-driven insights and innovative media planning. I lead and mentor dynamic teams, fostering a culture of continuous learning and professional excellence. My career is marked by notable business expansions and contributions to award-winning campaigns, and I actively engage with the industry as a jury member for prestigious advertising accolades

Muhammad Bin Husain who is the Senior Marketing Manager for Flavors at Pepsico. Muhammad has over 10+ years of experience in FMCG marketing working at iconic organizations like Unilever, Pepsico and Lipton. He has led impactful campaigns for multiple household brands and is known for his drive to uncover deep consumer behaviors and engage them to deliver meaningful stories to consumers.

Aijaz Ahmed is the Co-Founder & Director, Business Development at Yellow, bringing over 22 years of experience across multinational brands and leading advertising agencies, with exposure across the Subcontinent, MENA, and the Far East. He brings a shopper-marketing perspective shaped by corporate rigor and hands-on entrepreneurship through building Yellow. His work sits at the intersection of consumer insight, the Zero Moment of Truth, and the First Moment of Truth, with a focus on retail as the space where decisions are made in real time, where the wallet votes.

23 years in the corporate world and the learning has not stopped. Post my graduation from IBA in 2003, I have had the opportunity to work with Colgate Palmolive, Kraft Foods and Continental biscuits before settling down at Unilever in 2010. Having served 4 years as Marketing Manager Home Care I went for an international assignment in Singapore for 3 years. On return I duel landed into Customer Development (Sales Function) as Operations and Channels Director. Currently I am heading the Home Care business for Unilever Pakistan and have been in this role for nearly 1.5 years managing some of the most iconic and loved brands. I am an avid marketeer with a strong tilt to the future technologies. Digital and AI almost consumes me.

Ali Malik is a Brand Strategy professional with 15 years of experience in delivering insight-driven campaigns, guiding creative teams, and advising brands across categories. As Associate Director Strategy at Adcom Leo Burnett, he has been part of award-winning work for clients over the years. He has also been a Visiting Faculty Member at IBA Karachi, teaching the next generation of marketers the fundamentals of Advertising.

A storyteller by instinct, Yawar Iqbal has spent over two decades shaping ideas that live at the intersection of culture and craft. His journey spans leadership roles at IAL Saatchi & Saatchi, Interflow Communications, J. Walter Thompson, and Grey Pakistan. Trained in Communication Design, he has collaborated with iconic brands including Coke, Lux, Lifebuoy, Sunsilk, Khaadi, Shell, P&G, LU, Engro Foods, National Foods and Tapal. Yawar’s work is driven by a deep belief in human truth—seeing brands not as products, but as lived experiences. Today, he leads an independent creative studio and nurtures PHOOL, a craft-led, sustainable clothing brand rooted in care and conscience.

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 28 years. Her current strategic focus is on her marketing research business as a Managing Partner of iris communications. Besides being a marketing consultant, Maryam has been passionate about corporate training for the past 24 years. Maryam is also a Managing Partner for FranklinCovey Pakistan, a global franchise trusted for its leadership development and individual effectiveness. Her expertise allows her to shape leadership in managing disruption and change.

Imran Afzal, CEO & Founder of VOWEL, a creative and communications agency built on the power of ideas, storytelling, and cultural relevance. With a career spanning over two and a half decades, he is widely respected for his strategic thinking, sharp creative instinct, and deep understanding of brands and people. Imran has led diverse teams across advertising, digital, and content platforms, shaping impactful brands like Coca-Cola, Unilever, Shell, Nestle, BAT, Pepsi, HBL, Ufone, Honda and many more. As CEO, he champions purposeful creativity, collaboration, and innovation, steering VOWEL to deliver significant business results while nurturing a culture that values curiosity, clarity, and creative excellence.

I am a General Manager at Adcom Pvt. Ltd., a Publicis-affiliated communication and media agency, with 19+ years of experience across marketing and media. I lead client relationships, media planning & buying, creative, digital, PR, and tech solutions. My client portfolio includes Haleon, Standard Chartered Bank, K&N, Golootlo, Yango, Honda Atlas, and more. Previously, I worked with GroupM in Pakistan and Malaysia, managing regional and international brands. Exposure across diverse categories has shaped my passion for innovation, continuous learning, and building impactful, growth-driven consumer journeys.

Afran Khalid is currently leading the Research & Consumer Insights function at National Foods Limited, with over 13+ years of experience across FMCG research and analytics globally. Having worked across both agency and client-side roles, he has partnered with leading brands to translate consumer understanding into measurable business impact. Afran brings a strong focus on marketing effectiveness, blending traditional research, advanced analytics and AI with deep local context and human judgment. Known for ensuring insights reflect real consumer behaviour rather than perfect datasets, he is passionate about moving insights beyond reporting into strategy, creativity and growth.

Meet the Effie Pakistan 2026 Juror, Muhammad Omer Rizwan, Senior Manager – Insights at Tapal. With nine years of experience across consumer research, insights, and strategic planning, Omer brings a strong, data-led lens to brand effectiveness and growth. Known for turning data into clear, actionable insights, this ability remains a core strength in driving business impact. Having built a strong foundation at The Nielsen Company, Omer brings a deep understanding of consumer perspectives and how to translate them into effective, insight-led strategies across industries and markets. At Tapal Tea, he has played a key role in leveraging insights to unlock growth opportunities and strengthen meaningful consumer connections.

Kashif Hafeez is the CEO and founder of Pulse Consultant (Pvt) Limited, a trusted name in marketing and social research in Pakistan. With over two decades of experience, he has led Pulse Consultant to become one of the country’s top independent consultancies. In addition to its ongoing customized research offerings, the firm is renowned for cutting-edge syndicated tools like #PSL_BrandMania, Gama360°, Understanding Gen-Z, and the Inflation Impact Study. Kashif's expertise in consumer behavior analysis, market trends, and strategic brand development has solidified Pulse Consultant’s role as a key player in regional market research.

Farooq Shaikh is a seasoned marketing and business leader with over 30 years of diversified experience across FMCG, pharmaceuticals, retail, telecom, and services sectors, both in Pakistan and North America. He has held senior leadership roles with renowned organizations including Merck, Danone, Tapal Tea, Hershey Canada, Rogers Telecom, and Service Sales Corporation. Currently Founder & CEO of Babelfish Consultants he partners with organizations, to drive marketing effectiveness, business transformation, and sustainable growth. An MBA from IBA Karachi, Farooq is also a visiting faculty member at leading Business Schools and an active contributor to industry forums. He is also a Founder Trustee and General Secretary of GEAR – Generating Employment Alternatives for Self Reliance.

Ayesha Jalil is an award-winning ad-film director and producer, and the founder of Y Productions, where she works at the intersection of storytelling, culture, and effectiveness. Her work spans FMCG, finance, health, and beauty, with her work recognized at platforms including the Effies Pakistan. She is also the founder of LEAD Creatives, a talent and opportunity marketplace reimagining how creative work is discovered, produced, and scaled. Deeply engaged with the evolving content and creator economy, Ayesha is developing platforms that deliver real impact in today’s changing landscape.

Sharing insight based brand stories for 18 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 Life, Dalda, Colgate Palmolive and HBL, to name a few. Her ability to tap into the true Pakistani culture is what sets her apart in creating insightful advertising that sells.

Passionate marketer with over 13 years of experience in building iconic brands and leading cross-functional teams across diverse categories, including Home Care, Personal care and Quick Snacking. Have a proven track record of crafting brand stories and mixes that are inspired by consumer insight that also delivers both topline and bottom-line growth. As an avid social media enthusiast, I maintain a strong pulse on emerging trends across Instagram and TikTok, leveraging these insights to create culturally relevant and engaging brand experiences.

Sobia is a senior marketing executive with over 2 decades of experience leading brand, digital, and growth strategies across the telecommunications, technology, financial services, and regulated industries. She has held leadership roles in some of Pakistan’s most dynamic organizations, where she’s driven marketing transformation, digital innovation, and consumer experience at scale. At the heart of her leadership philosophy is the belief that strong brands are built from the inside out: through purposeful storytelling, empowered teams, and a relentless focus on the customer. Sobia is passionate about building purpose-led brands and mentoring the next generation of marketers.

Mavra is a dynamic marketing leader with extensive experience in driving brand innovation and strategic marketing for leading organizations in FMCG, Tech and Finance. She currently leads the marketing portfolio at The Coca-Cola Company, Pakistan and sits on the board of MCB Funds- a leading investment fund. Her expertise lies in business priority alignment ensuring marketing initiatives that service business needs. Focused, results-driven, and adept at navigating complex challenges, Mavra is distinguished by her commitment to excellence and her ability to deliver integrated solutions in fast-paced environments.

I’ve spent my career in marketing trying to understand why people choose what they choose and how brands can earn a meaningful place in their lives. I’ve led big categories, launched ideas that shaped culture, and learned that the best work happens when insight, creativity, and commercial sense come together. I enjoy solving messy problems, bringing teams around a clear direction, and turning small sparks into work that actually moves people. For me, marketing is equal parts logic and emotion and I’m driven by the challenge of making both work harder. At the Effies, I’m excited to celebrate ideas that truly deliver.

Saif Khan brings two decades of brand leadership experience across IT startups and major telecom players. His expertise spans brand strategy, advertising, research, agency management, and full-portfolio budgeting, with a strong focus on digital transformation. He has contributed to shaping some of Pakistan’s most iconic brands, including major roles across Mobilink, Telenor, Jazz, Ufone, and PTCL. Saif has also led the development and repositioning of youth brands such as Djuice and Jazba. He has been instrumental in strengthening Zong 4G position as Pakistan’s leading data network, further expanding his impact on the country’s telecom landscape. Currently holding a position of Group Vice President of Marketing at Ufone and PTCL a joint portfolio of two major telecom players.

Fizza is a global CPG marketing leader with 17 years of brand-building experience across Unilever, Nestlé, ConAgra Brands and Deutsche Bank. She most recently served as Head of Marketing at Unilever Middle East, leading Personal Care across six markets and driving strategic growth, innovation and purpose-led communication. Now based in Atlanta, she operates as a fractional CMO for a B2C beauty AI start-up, blending brand strategy with emerging technology. Having lived and worked across Dubai, London, Toronto and South Asia, Fizza brings a multicultural lens, deep consumer insight and a sharp commercial mindset to her role on the Effies Jury.

People-watcher extraordinaire | Wearer of other people’ (and multiple hats) | Don’t be too alarmed if you find her nose in your business The Jane of all and master of one, Daniah has been recognized as Campaign Asia’s 40 under 40, a Super person by The Pitch List and is rightly hailed as one of Pakistan’s most compelling strategists, with numerous Effie’s under her belt. From cars to soaps to banks to tea, from for-profit campaigns to campaigns for good, Daniah has effectively worked the entire ad-world spectrum in her 14 year career with stints at Ogilvy, BBDO, Saatchi, and Mullen Lowe. She is now the proud co-founder and lead strategist of AND THE NERVE!

Working on growing and developing brands that win not just on the P&L but also in the hearts of consumers for the last 8 years. While boardrooms are the place where I spend the most amount of time, the most valuable place lies in the mind of the consumers, hence I insist on creating campaigns and experiences that talk TO consumers instead of talking AT them. My favourite part of the job is to spot the issue, dismantle it to understand the crux and collaborate through the value chain to find the solve; your strategy and execution can only be as good as the problem statement you can identify.

Sarah spends her days daydreaming, writing, reading, discovering music, walking her dog, thinking of breakthroughs, food and sometimes about how she can make brands shine.

Experienced Data, Media, and Marketing professional with over 14 years across Europe and MENA. Recognized jury member for MENA Effies, MENA Digital Awards, MMA Smarties, and Agency of the Year. Former Head of Client Partnerships & Data at Yandex Ads and Huawei Ads, and Data Management Lead at Choueiri Group. Previous roles include MEA & France Campaign Execution Lead at Microsoft and positions at Publicis, Dentsu, and Aleph. Skilled in data-driven marketing, brand partnerships, and team leadership, with a passion for connecting brands and audiences through strategic insights, innovation, and measurable impact in media and advertising.

Beverley D’Cruz is a dynamic and results-driven Vice President /General Manager with a 20+ year track record across global markets (Middle East, Europe, North America, Africa, & Asia). Known for orchestrating large-scale business transformations, delivering consistent growth, and leading digital, brand, and operational overhauls. She is passionate about building high-performance, inclusive teams and forging purpose-driven cultures that outlast leadership transitions. As the General Manager of Pizza Hut Middle East & Pakistan, she led the brand’s growth strategy and operations across the region. With over 18 years of experience at Yum! Brands, Beverley has held key leadership roles within both Pizza Hut and KFC across Canada, the UK, and the Middle East. Most recently, she served as Chief Brand Officer for Pizza Hut META, driving impactful initiatives to elevate the brand. Before joining Yum!, Beverley spent 6 years at Unilever, where she gained deep expertise in Brand Management and Business Development. A graduate of the Massachusetts Institute of Technology (MIT), Beverley combines academic excellence with hands-on leadership in building high-performing teams and driving successful business transformations. A trailblazer in the industry, Beverley is the first female General Manager for a Yum! Brands in the Middle East, breaking barriers and paving the way for future female leaders in the region. She is also a passionate coach, dedicated to helping leaders find their purpose, and lives by the mantra: “Be kind, be brave, and be awesome. What else can you be?” Beverley’s leadership style is defined by a blend of intelligence, empathy, and courage. Leading with "Smart, Heart, and Courage," she has built a powerhouse team that prioritizes purpose and impact, fostering a culture of innovation, collaboration, and social responsibility within the organization. Her commitment to purpose-driven leadership is evident in initiatives like the Opportunity 4 All program in Saudi Arabia, which provides employment opportunities for people of determination. In addition to her corporate leadership, Beverley serves as a board member of the CMO Council and the International Women’s Business Development (IWBD) board. She has also completed two executive education courses at Harvard Business School: Authentic Leadership Development and Building a Digital and AI Mindset.

Kiran is known for blending creativity with strategy to build brands that truly connect. A passionate marketer, storyteller, and educator, she has helped shape some of Pakistan’s most loved brands and believes the best ideas are born from curiosity, collaboration, and staying true to what moves people.

The son of an architect, Cristiano grew up in Rome surrounded by art, stories, food, and family chaos. Perfect training for a career in advertising. He has worked in Rome, Milan, Dubai and Singapore for 20+ years. Along the way, he shaped some of the world’s boldest brands, including Heineken, Samsung, IKEA, Vaseline, Audi, Toyota, Jeep, Vodafone, Puma, Coca-Cola, and Pringles. His work has earned 200+ awards: Cannes Lions, D&AD, Clio, OneShow, and Effies, and Singapore’s first Cannes GrandPrix in 2024. As ECD at M+C Saatchi UAE, he believes creativity works best when it solves cultural tensions, moves people, and delivers lasting impact.

With over 15 years at Unilever, Madiha has built and grown unmissable brands across Home Care, Personal Care/Beauty, and more recently Foods. Her career spans Marketing and Sales leadership, making her a thorough commercial leader with deep expertise in brand building and business performance. She has driven award-winning campaigns, high-impact partnerships, and digital-first strategies that set benchmarks for brand engagement and growth.

Fuad Chundrigar boasts a 25+ year career in consumer goods management across Asia, Europe, and the Middle East. Skilled in leading businesses, fostering high-performance teams, and ensuring sustainable results, he excels in start-up management and turnarounds across markets like Egypt, UAE, Sri Lanka, and Pakistan. Fuad’s core strengths lie in general management, marketing, sales, and trade marketing, focusing on innovation, integrated communication, sales mobilization, and effective branding strategies. He emphasizes humility, accountability, teamwork, open communication, and the pivotal role of consumer insights and innovation in achieving business success.

Amina Ijaz is a seasoned and award-winning marketing leader with extensive multi-regional expertise across MENA, MER, and PAR. She consistently drives significant business growth, enhances brand equity, and optimizes P&L through strategic marketing initiatives. Proven in successful business turnarounds within competitive markets, Amina excels in launching consumer-driven campaigns, fostering cross-functional collaboration, and leading innovation. Her impact includes spearheading portfolio turnaround from decline to growth, launching impactful global campaigns, and driving bottom line. She builds strong relationships and delivers exceptional results by aligning marketing efforts with overall business objectives.

With over two decades of experience across marketing, advertising, business management, and sales, Waqas Farooqui has led brand-building efforts on both the client and agency side. He has executed 150+ integrated ATL, BTL, and digital campaigns across more than a dozen industries, including FMCG, personal care, telecommunications, banking, and F&B. His core strengths span strategic planning, marketing communications, branding, leadership, and digital transformation. Currently serving as General Manager – Operations at Alpha Labs, he brings a results-driven approach that blends strategic insight with executional excellence. Outside work, he is an avid hobbyist photographer.

With 13 years of experience across marketing and consumer insights, I began my career at Nielsen, building a strong foundation in understanding consumer behavior. I then moved to Kraft Heinz as an ABM, managing brand portfolios and leading impactful marketing initiatives. Returning to Nielsen in a senior role, I expanded my scope to team building and unlocking greater value for clients. I later joined Engro Foods as Head of Digital Media & Insights, driving data-led decision-making and digital transformation. Currently, as Marketing Manager at Engro Fertilizers, I drive end-to-end marketing and research, uniting data, insight, and strategy to deliver meaningful impact also redefining fertilizer goods marketing.

Scharjeel Ahmed has been working in the industry since 2004, shaping stories and visuals for brands like Tapal Tezdum, Prince Biscuits, Bisconni, Candyland, Punjab Oil Mills, Telenor Djuice, Olper’s Owsum, Tarang, McDonald’s, Qarshi, Servis Tyres, Millac Foods, and Bank Alfalah. From wacky concepts to emotional storytelling, and from design to filmmaking, Scharjeel has steadily built a reputation for thoughtful craft and versatile creativity. Known for blending strong visual sense with clear, human writing, he continues to create work that connects with audiences without ever losing authenticity or humility.

A bold, untameable adman who identifies as a platform agnostic marketing fundamentalist. Umair is a communication planning and strategic management professional with over two decades of experience, leading some of the finest teams in the business of marketing communications with top agencies across Pakistan. His Sunday mornings are spent at the business schools where he mentors future leaders, and board of faculty for management sciences at several universities. He is also known for running the Effie Bootcamp in Pakistan for the last 4 years now where he partners with seasoned marketers to vaccinate the industry’s young blood against fluff.

Agha is a seasoned marketing and growth leader with over 2 decades of multi-sector experience across brand, agency, media, and tech ecosystems. He has a proven track record in building high-impact marketing strategies, leading award-winning campaigns, scaling digital platforms, and creating content IPs. Agha has successfully advised, grown, and coached global brands, startups, and individuals in in-house, agency, and advisory roles. An ICF-certified corporate coach and jury member of multiple prestigious marketing awards, he is deeply committed to social impact, DEI, and inclusive innovation, volunteering as a mentor for initiatives like Wedu Global, Qimam Fellowship, and the 30 Minute University.

Babar N. Sheikh is an award-winning filmmaker, performance and multimedia artist, noise performer, and academic whose practice spans over two decades across film, sound, and installation. His work delves into themes of urban memory, devotion, and the intangible heritage of South Asia, exploring the intersections of ritual, craft, and contemporary media.

Dr. Mir Damoon Mir is the Head of Strategy and Chief Creative Officer at ZIGMA8, a world-class prestige branding agency dedicated to elevating brands with clarity, creativity, and strategic precision. An expert in premium and transformational branding, he has won over 100 global awards and is recognized as a lecturer, speaker, and frequent jury member at major international festivals. Dr. Mir works as a key strategic partner beside ambitious brands, guiding them through brand change, positioning, and world-class creative execution. With the belief that zeal overrides deal, he merges strategic logic with artistic insight to help brands rise beyond expectations.

Anam Amin is the Marketing lead at TXT Media, focusing on building clear, thoughtful brand narratives. With experience across digital marketing, programmatic and product marketing, she brings a practical approach to strategy. Balancing creativity, insight, and measurable outcomes. Anam’s work centres on understanding audiences, simplifying complex ideas, and shaping stories that feel authentic and relevant. She enjoys collaborating with teams, supporting talent, and contributing to work that genuinely connects with people. At TXT Media, she is helping shape how the brand shows up in the region through intentional communication, community engagement, and a steady commitment to doing meaningful work"

Murtaza Mahfooz is a seasoned commercial leader with more than two decades of delivering transformative growth for global consumer health and FMCG organizations like Gillette, Red Bull, Reckitt Benckiser & GSK. He has led complex, high-value businesses across Middle East Africa, consistently driving market-leadership, portfolio acceleration, and organizational capability building in local, Global and Area organizations. Recognized for strategic foresight, tight focus and disciplined execution, Murtaza has shaped winning category strategies, revitalized brands, and grew business in competitive markets. A trusted member of senior leadership, he champions high-performance teams and culture, leveraging data-driven decision-making and strong stakeholder alignment to unlock sustainable, long-term value creation.

Imtiaz has over 20 years of experience in Marketing, Technology and Startups and now spends his time looking for interesting problems to solve for digital businesses while helping them grow.As the founder of OrangeFox, Pakistan's only marketing technology agency, he loves looking forward to what's next in the world of marketing and tech.

I am an award-winning marketing leader with 18+ years of experience across fintech, tech, and retail in Pakistan. As Executive Director of Marketing and Corporate Communications at easypaisa, I lead impactful, campaigns that fuse creativity with meaningful change. I was the first Pakistani to win the Courageous Client Award at the Caples Awards UK. I’ve served on global juries including Cannes Lions, Spikes Asia, Gerety Awards, and Effies. I believe in marketing that’s brave, inclusive, and capable of shaping both business outcomes and culture.

Founder & CEO of Backspace, a full service creative agency, founded in 2018 based in Karachi, and collaborating with clients and teams across the world, specifically the MENA region. 19+ years of creative leadership, strategy, visual identities, campaigns and collaborative solutions for top ad firms and brand consultancies. Have serviced both local and global consumer, corporate, and organisational brands. Expertise includes tailoring creative interventions, participatory workshops, delivering projects through cross-functional teams, and navigating complex challenges to deliver on brand visibility, product-market fit and customer engagement. Also a mentor and instructor for students and start-up founders at leading institutions like IVS, NIC, KU, KSBL. Doing thesis advisory as well as teaching Professional Practices for Creatives on weekends.

Haris Javed looks after marketing for Uber’s mobility business across the Middle East and North Africa. With over 15 years of experience in brand, digital strategy, and growth, he has worked across diverse industries including FMCG, banking, fintech, telco, and tech-driven marketplaces. Haris specializes in balancing short-term performance with long-term brand building to drive sustainable growth in dynamic markets. Deeply rooted in the digital ecosystem, he’s passionate about using localization, data-led storytelling, and user-centric design to create meaningful brand and product experiences.

Copywriter by profession, cultural purist at heart, shaper of thinks, seeker of relevance, anti-boredom activist, pop-culture enthusiast, ad-person by accident, word-player by choice. For other workplace type details, there’s always LinkedIn.

Unaizah Saeed Ali brings over two decades of experience in communications, media, and research. She has held senior leadership roles across global brand names, including Group M, Kantar and Unilever. She has worked with clients in FMCG, food & beverage, pharmaceuticals, tobacco, and the social sector. She later joined Nutshell Group as CCO in 2022 and was promoted to Chief Operating Officer for the Middle East in 2024, leading the firm’s regional expansion efforts. Her background also includes roles in strategic business development, giving her a deep understanding of both client-facing and internal operations. She is an active member of various industry platforms like Marketing Association of Pakistan, Pakistan Advertisers’ Society and Pakistan Digital Awards.She has a passion for storytelling and has created a brand by the name of Kahaneeghar which has the aim to bring stories to life with the aim to bring storytelling back to the heart of families and communities.

With over two decades of experience, Aman has built her career around shaping brands that matter. Her expertise spans strategic planning, brand building, and product development across leading financial institutions—always with a clear intention: to create impact that drives progress. She has led high-performing teams across Marketing, Digital Media, Business Development, Sustainability, and Social Impact, championing new ideas, new channels, and growth that is both meaningful and sustainable. As Head of Marketing at EFU Life, Aman guides the vision, strategy, and execution of the company’s marketing and communication efforts across all platforms. Her work is rooted in creating value not just for the business, but for the people and communities it serves. Purpose sits at the heart of her leadership. Aman believes in building brands that inspire, uplift, and leave a lasting positive imprint. She advocates for the power of authentic storytelling—using it as a bridge to connect with audiences in ways that resonate deeply and drive change.

Jawahira Javed is the Executive Creative Director at BBDO Pakistan, one of the region’s most awarded creative agencies. With over 12 years in advertising, she has led breakthrough work for major local and global brands including Coca-Cola, Pepsi, Nestlé and easypaisa. In 2025, she was selected for the Cannes Lions See It Be It programme as the only woman from Pakistan. A two-time APAC Effies juror, she continues to represent Pakistani creativity globally. Her work has earned multiple Effie Awards Pakistan, a Dubai Lynx Grand Prix and a Cannes Lions shortlist. She champions gender equality and is known for bold, uncompromising storytelling.

Historian by passion, political scientist by academics, lawyer by qualifications, comic-book-writer-turned-ad-man by pure coincidence. Hashim is a polyglot and an award-winning creative who has made content for every medium, for brands across almost every industry.

Meet Effie Pakistan 2026 Juror Fahad Bombaywala, Network Creative Director at HUM Network. A multidisciplinary creative leader with 18 years of experience across advertising, marketing, broadcasting, digital content, and behaviour-change communication, he has shaped brand narratives and driven creative innovation for leading organisations. Fahad also hosts BLENDER, a ground breaking show that explores creativity, design, culture, and communication. His career spans agency leadership, brand strategy, media management, and work with top global networks, including Ogilvy, JWT, M&C Saatchi, Tower 28, and Leo Burnett. Known for his sharp insight and strategic storytelling, Fahad champions impactful, culturally resonant ideas.

Shayan’s journey didn’t begin in a boardroom, it started behind a camera as an indie filmmaker chasing stories. That creative itch led him into digital advertising, where he’s spent years fighting (and winning) the battle to push brands toward digital-first thinking. With a mix of storytelling instinct and data-driven strategy, he stands as a seasoned digital marketeer who believes in ideas that move people, platforms and performance, proving that great storytelling now lives where creativity meets algorithms.

Mrs. Saima Qamar is a seasoned marketing and market research professional with over 30 years of local and international experience. She has held leadership positions in major agencies, including Aftab Associates, Nielsen, and Oasis, and served as CEO of IMRB and Chairperson of Kantar Pakistan before founding Tender Dragon Consulting Company (TDCC) in 2019. TDCC offers research, training, and capacity-building services in marketing and communication. Mrs. Qamar has played a key role in developing qualitative research in Pakistan and has trained many leading moderators. Her expertise spans qualitative and quantitative research, strategy, planning, and integrated communication.

With over two decades of experience in marketing and communications, Sadia Dada drives impactful storytelling, customer solutions with a focus on sustainability and digital acceleration. At KE she manages the business portfolio of Distribution and Marcomms and serves as a Director on the K-Solar Board. Prior to KE, she has worked with companies such Unilever, Nestle, Mobilink (Jazz) and Philip Morris Intl. An adventure travel enthusiast Sadia spends her free time advocating for inclusion as an Advisory Board Member of NOWPDP, mentoring of young women through her initiative Women in Numbers (WIN) as well as education of the girl child.

Saira began her advertising career 19 years ago and has been unstoppable ever since, driven by the pace, energy and constant evolution the industry offers. Her motivation comes from a relentless desire to challenge conventions, push the industry forward and set new benchmarks. With communication strategy as her core passion, she has played a pivotal role in launching and relaunching numerous brands across telco, banking and finance, FMCG, snacks, juices, food and dairy, fashion and apparel, and pharma. She has also led multiple public-sector and development campaigns, introducing several industry firsts and earning recognition and awards along the way.

Adnan is an NLP/mBraining life-coach, and alongside his design/branding/creative consultancy, he is focussed on helping people tap into their latent creative potential through coaching, mentoring and ideation/creative workshops. He has had 25+ years of delivering award-winning communication solutions for top tier local and multi-national brands at his former agency, Adcom Leo Burnett / Zenith. He is also Adjunct Faculty at IVS, Karachi University and SZABIST. He’s been on the Steering Committee of the Effie Awards Pakistan since 2019, and a juror at the APAC Effies as well as at Spikes Asia.

Ameer Ismail Jamil leads Growth Marketing and Performance Analytics at Easypaisa Digital Bank, bringing over a decade of expertise across Fintech, Telco, Ecommerce, and tech marketplaces. A strategic growth leader, he is recognized for driving transformative campaigns that fuse creativity with measurable impact. His expertise lies in shaping brand narratives, leveraging data-driven insights, and building sustainable growth in fast-moving markets. As an Effie jury member, Ameer brings a dynamic lens to spotlight work that redefines effectiveness—championing ideas that blend innovation, purpose, and results to truly #HitTheMark.

As Chief Narrative Officer at WUNDERNERF, he’s on a mission to make brands a little more interesting and a lot more relatable - not just in tech labs, but in bustling hotels and even government corridors. With a knack for storytelling, he’s helped connect brands and people by turning complicated ideas into stories that stick, and occasionally, spark a smile. When he’s not weaving brand magic, he’s probably daydreaming over coffee, always grateful for the chance to help others tell their stories in a way that feels real and memorable.

Mehwish is a marketing strategist with a diverse portfolio, guiding innovation and brand-led transformations, while navigating complex market dynamics across MENA and APAC. Her strategic foresight draws on her cross-cultural competence in decoding consumer intelligence. She is a creative economy advocate committed to generating shared value and impact that helps build a better future for all. The 2022 Loeries recognised her as one of the top 20 strategists in the Middle East and Africa.

Munib Rizavi is a dedicated marketing and commercial leader with a rich history at companies such as Colgate Palmolive, Mondelez, and Red Bull. Presently steering the Customer Strategy and Planning at Unilever, he boasts a diverse portfolio spanning detergents, snacking, beverages, and foods. Munib is recognized for his unique marketing approach, eschewing conventional methods and consistently challenging the industry norms. Among his notable accomplishments are the Red Bull PSL Skydive activation, Red Bull PSL Trophy delivery, Red Bull Sound Clash, and the innovative Bakeri Nan Khatai Packaging, Launch of Hellmanns in Pakistan. Beyond his brand-focused endeavours, Munib is a passionate reader with diverse interests encompassing swimming, travel, and teaching.

Ovais believes that great marketing lives where strategy meets storytelling, when brands move beyond selling to truly matter in people’s lives. With over a decade of experience driving growth for some of Pakistan’s most loved brands, he combines sharp business acumen with creative intuition. His campaigns have delivered measurable results while sparking cultural conversations, crafting ideas that connect people, build equity, and leave a lasting impact on both business and culture.

With over 12 years of experience on some of Pakistan’s most loved brands including Dalda, Kellogg’s, EBM and Dawlance, Aliza Yousuf has built campaigns that connect with consumers and deliver real business results. Her work spans brand building, digital transformation and communication excellence, blending creativity with deep insight. At Dawlance, she has led award-winning initiatives, strengthened digital content ecosystems, and turned consumer challenges into opportunities for growth and innovation. As an Effie juror, she brings her perspective to celebrate ideas that challenge norms and inspire meaningful change.

An Experienced Strategic Insights leader who loves turning human truths into hard results for Brands that i love working with.

Senior Creative Director & Copywriter with 10 yrs of work experience across India, Malaysia and APAC, and more recently, 10+ yrs of work experience across GCC. He has lived and worked in 6 cities across 3 countries, and is presently based in Dubai. He has won several international awards and, in the recent past, helped win new biz pitches for Top 10 Dubai agencies like MEMAC Ogilvy, Saatchi & Saatchi, JWT and Y&R group. He has also written and published 20+ books which have made him an Amazon Bestselling Author in the US, UK & India.

Tabassum’s almost three-decade career spans across various industries, viz communications, services and financial. Currently consulting on Marketing and brand development, alongwith following her passion for creating Sarees, Co-created TN Couture. Tabassum moved to Dubai in 2008 to join Barclays Bank and spear headed various department Marketing, Customer Service, and Operations. Tabassum’s expertise lies in Customer Service, Operations and Change Management. Before moving to Dubai, Tabassum spent seventeen years in advertising in Pakistan while working with Industry leaders JWT and Blazon Grey. Her final role at JWT was Chief Operating Officer.

As a Business Director at WPP Media, I currently lead the strategic media business for The Coca-Cola Company in Pakistan. My career is built on shaping strategy for a diverse portfolio of leading brands, including past work with Colgate-Palmolive, Continental Biscuits, Tapal Tea and Shan Foods. This experience also includes a valuable stint outside the agency world as Marketing Manager for the startup, CarFirst. Across all roles, my focus is on pairing data-driven insights with strategic innovation to deliver measurable and award-worthy impact.

Waleed Ahmed is the Investment Director at Brainchild Pakistan with 11 years of multi-industry experience spanning FMCG, fintech, and telecom. He specializes in strategic decision-making, multi-platform media management, and data-driven campaign execution. With deep expertise in ROI management and investment optimization, he leverages media and commercial insights to maximize profitability and unlock accelerated business growth.

Rafay Ali Khan is a creative leader with 8+ years of turning insights into work that connects and converts. As Creative Director at Adcom Leo Burnett, he has led campaigns for Pakistan’s top confectionery giants, crafting moments that are as delightful as they are effective. Rafay thrives where strategy meets madness, with bold ideas grounded in commercial sense. His love for advertising is relentless, his curiosity insatiable, and his creativity unapologetic. With his experience across youth, culture, and brand storytelling, Rafay joins the Effie Jury to champion work that is truly insightful, commercially sharp, and impossible to ignore.

Marketing isn’t about playing safe - it’s about making impact that moves people and markets. I believe in data with guts and strategy with swag. With over three decades of shaping iconic brands, at JazzCash, I have been able to turn creativity into commercial success. Recipient of the Red Dragon Award 2025, Effie 2025 Marketer of the Year, and multiple Effie awards, I also serve as a regular jury member for local and international marketing awards, championing fearless, purposeful ideas that push boundaries.

Mehek Zafar Sangi is a next-generation business leader and strategist shaping the future of brand storytelling through the power of AI, culture, and human insight. As Co-Founder & Chief of Business – Strategic Affairs at Affair Studio, which a generative-AI creative studio, she drives transformative ideas that merge intelligence with imagination. Her work spans business strategy, digital transformation, and high-impact content innovation for brands navigating the new era of relevance. A returning Effie juror, speaker, and industry mentor, Mehek champions ideas that fuse creativity with commercial results—work that doesn’t just stand out, but works smarter.

Arfa Syed is a strategic insights leader and Senior Vice President at OULA, a Kantar-affiliated consulting firm. She drives large-scale brand, innovation, and youth programs across Pakistan, blending cultural intelligence with AI-led research tools. Her portfolio reflects expertise in consumer behavior, brand growth frameworks, and digital transformation. Beyond consulting, she champions youth mentoring and financial inclusion, positioning herself as a purpose-driven strategist at the intersection of data, empathy, and innovation.

With over a decade of experience shaping some of Pakistan’s most beloved FMCG brands — including RIO, Gluco, Sooper and Chili Mili — I now lead the Tapal Danedar portfolio as Senior Brand Manager. I focus on creating ideas and campaigns that become part of cultural movements, connecting deeply with people while strengthening brand relevance. My work spans national platforms such as “Aik Cup Aur,” “Jeevay Jeevay Pakistan,” and “Sohni Dharti”. Known for strategic clarity, dependable leadership, and vision, I am passionate about building brands that drive cultural impact.

Aiman Saleem is a creative leader with over fifteen years of turning ideas into movements. Starting his career in 2010, he has built a reputation for crafting work rooted in truth, emotion, and cultural relevance. His philosophy blends humanity with technology — using creativity not just to communicate, but to connect, uplift, and shift narratives. From national storytelling to digital innovation, he brings forward-thinking craft to every brief, driven by the belief that advertising isn’t just about brands, but about the people they shape. His work champions meaningful change, rebuilding trust and driving impact in a world that needs it more than ever.

Mariam Kamal is Head of Strategy for Unilever at Mindshare Pakistan, leading data-driven, human-centered marketing across diverse categories. With over 17 years of experience in Pakistan, Saudi Arabia, and Canada, she has shaped campaigns for global brands including AB InBev, P&G, Nokia, and Coca-Cola. Mariam believes that “insight is only powerful when it moves people and drives action.” Her passion lies in turning deep consumer understanding into creative strategies that deliver measurable impact. Recognized with Effies, Dragon, and ROI Awards, she continues to champion innovation, mentorship, and purposeful storytelling in the ever-evolving marketing landscape.

I am a senior marketing leader with over a decade of experience driving brand growth, portfolio strategy, and award-winning campaigns. As Marketing Manager at Bisconni, I have led major turnarounds, built youth-focused brand identities, and delivered sustained double-digit growth on key brands. My expertise spans brand positioning, consumer insights, innovation, portfolio architecture, and integrated communication across ATL, digital, trade, and experiential channels. I am passionate about transforming cultural and behavioural insights into distinctive brand spaces and impactful marketing that drives measurable business results and long-term brand equity.

Amena Khan is Pakistan’s leading ad film director, producer, editor, actor, voice artist, with nearly three decades of shaping the country’s advertising and media landscape. She has directed award-winning commercials and music videos for global brands, while launching careers of iconic pop stars. Internationally trained, she became the country’s youngest female TVC director to establish her own production house, breaking barriers for women in creative and technical roles, telling stories on 35mm across digital conversion to now using AI. A philanthropist and humanitarian, she leads disaster management and community uplift efforts nationwide. As vlogger ‘amenarchy’ she highlights Pakistan’s action sports and tourism. Known for crafting memorable campaigns and recognized as a disruptor, trendsetter and fearless storyteller, Amena brings to the Effie jury a director’s lens - to spot ideas that truly #HittheMark

A business graduate who learnt as a copywriter at Manhattan Leo Burnett and retired from Blitz DDB as a Creative Director. Founded theAJENCY. & theSHOWREEL. in 2014 and contributes there now as an Executive Creative Director. Have served clients including Amreli, J., Imtiaz, Gulahmed, Zellbury, Anfords, Engro, Pie in the Sky, Ke, PakSuzuki, Dewan, Changan, Young’s, Unique, Hobnob and others.

Brazilian, born in Rio. Over 20 years of experience working across the globe. In Brazil, Grey, Ogilvy, JWT, DDB, Isobar, MullenLowe, Artplan etc. In Dubai, TBWA, Saatchi and Publicis. Over 500 awards won. Cannes Lions, D&AD, One Show, LIA, Clio, ADC, Effie, New York Festivals, Webby, FWA, Lynx, and others. Also judged at several of them. Mentor of young talent at Miami Ad School. Been there, done that: from Volvo to KFC, Coca-Cola to L'Oréal, Apple to GSK. Now handles Pizza Hut in 7 markets.

Umair Kazi is a self-declared novelty junkie who lives at the messy, magical crossroads of creativity, strategy and tech. He’s worked on brands as varied as Pediasure, Lifebuoy, Facebook, Careem, Snickers and Johns Hopkins CCP, but finds more joy in teaching young creatives how to break things better. When unreachable, he’s likely off-grid in Southern Thailand, where a hammock may or may not be permanently reserved for him.

Mario is an award-winning strategist with over 20 years’ experience advising some of the world’s best-loved brands, including Mastercard, Nestlé, Vodafone, and IKEA. As Memac Ogilvy’s Regional CSO, he leads a community of strategists across the Middle East, fostering a high-energy culture built on effectiveness and creativity. His approach has earned multiple accolades from WARC MENA, WARC Effectiveness, MENA Effies, Loeries, Cannes Lions, Dubai Lynx, The Marketing Society, and Epica. Mario has written for Campaign, Communicate, and WARC, been featured on Sweathead, judged at MENA Effies and WARC Effectiveness, and mentored for The 30 Minute University.

Raeda Latif is Executive Director and Country Head – Corporate Affairs, Brand & Marketing at Standard Chartered Bank Pakistan. She leads strategic communication, brand stewardship, stakeholder engagement, and social impact initiatives aligning global vision with local priorities. With over two decades of leadership across financial and corporate sectors, including senior roles at Pakistan Stock Exchange, Faysal Bank, UBL Fund Managers, and IGI Financial Services, she brings deep expertise in marketing, digital strategy, and ESG advocacy. A strong proponent of women’s empowerment and financial inclusion, Raeda is a Certified Director (PICG) and Fellow of the Chartered Institute of Marketing (UK).

As a child, I watched TV for the ads, not the shows, and honestly, nothing has changed. My career began at Unilever Pakistan in 2015, followed by National Foods and now Continental Biscuits. Almost eleven years in, I can safely say marketing is my true calling. I’m a passionate marketeer who loves turning insights into ideas, ideas into campaigns, and campaigns into results we can celebrate (and hopefully win awards for!). I’m endlessly curious about what makes people tick and even more excited about how brands can speak to them in ways that matter.

Serge Selwan is Business Director – Client Partnership & Growth at Dentsu Creative MENA, leading strategic growth across the GCC. With over 14 years of experience spanning creative strategy, social media, and large-scale productions, he has driven business transformation for top automotive, lifestyle, and governmental brands. Renowned for his client-centric approach and cross-market leadership, Serge bridges creativity and business impact, ensuring ideas deliver measurable results. His background in innovation, digital integration, and brand storytelling positions him as a key voice in shaping effective, insight-driven campaigns that resonate across cultures and markets.

Murtaza Shakir, a seasoned Creative Producer and International Film Director, boasts an impressive 25-year tenure in the advertising and filmmaking domain. His expertise spans a diverse spectrum, encompassing innovative creative strategies, unparalleled storytelling, and visionary direction. His exceptional leadership, coupled with a keen eye for cinematic brilliance, has elevated campaigns to new heights, delivering impactful narratives and pushing boundaries. Shakir's unwavering dedication and creative prowess continue to shape the industry, leaving an indelible mark on each project he undertakes through Addiction Films.

With over 22 years at NielsenIQ, I’ve had the privilege of growing across markets and disciplines — from starting my career in the Pakistan office to spending the last 11 years in Dubai. Currently leading the BI & Customer Support Team for EEMEA, I focus on driving data-driven transformation, enabling business intelligence excellence, and strengthening client partnerships across the region. My journey has been defined by continuous learning, collaboration, and a passion for turning insights into impact — empowering teams and delivering measurable value to our clients and organization

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.

Islamabad / Dubai / London Asad is a media and marketing leader with a career spanning multinational corporations, media agencies, and broadcast networks across Asia, the Middle East, and Europe. His work blends creativity, technology, and transformation and is anchored in a deep understanding of storytelling, brand building, audience engagement, and organizational change. His most recent position was CEO-Designate at Hum Network Ltd, one of Pakistan’s largest media conglomerates, operating across entertainment, news, sports, and events. At Hum, he led a transformation agenda to build a future-ready media group - modernizing its content, commercial, and technology frameworks while driving cloud migration, AI adoption, and digital revenue diversity. His mandate extended from redefining the network’s core entertainment and news offerings to developing next-generation platforms in streaming, creator monetization, and data-driven media. Prior to Hum Network, Asad founded So&So Partnerships, a Dubai-based media and technology consultancy advising start-ups and enterprises on organisational transformation, digital product strategy, and generative AI adoption. His firm has worked across industries to build scalable frameworks for content, commerce, and communication in the age of automation. He also advised numerous legal firms on AI Policy and Governance Frameworks. Asad’s earlier career includes senior global and regional leadership roles at Unilever and WPP’s GroupM. At Unilever, he served as a Board Member for MENA, Turkey, and Russia, leading the company’s digital and media transformation and accelerating e-commerce integration, advanced analytics, and creative effectiveness. At GroupM, he helped establish and grow agency operations in Vietnam and in Pakistan and had a global position in the London HQ. He also contributed to various initiatives in the UK, Indonesia, and Mexico. Recognized for his contributions to the industry, Asad was the Founding Chair of The Marketing Society Middle East (2016–2018) and was awarded The Marketing Society UK Fellowship (2019). He was also named Effie’s Marketer of the Year (2018) and has served on juries for Cannes Lions, Festival of Media, and Effie MENA (Jury President, 2021). A frequent speaker at global forums — including Cannes Lions, The Marketing Society Global Conference (London), Festival of Media (UK), and Seamless Middle East (Dubai), Asad is known for his perspectives on the intersection of creativity, technology, and business growth. He is a qualified AI Governance Practitioner and an active advocate for responsible innovation. Asad is also a qualified non-executive board member through Financial Times Diploma program. Beyond media, he serves on the Board of Gems Jumeirah School System and advises multiple start-ups in communication technology and AI.

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

A Business Growth Leader and Purpose & Cultural Expert with over 16 years of experience driving strategic breakthroughs and sustainable growth for global, international, and local brands across the Middle East & North Africa. I specialize in leveraging organizational purpose as the ultimate catalyst for profitability and market resonance, ensuring seamless integration into brand strategy and operations. My robust track record includes managing a $10 Million business portfolio as Regional Director/General Manager for leading WPP companies (Ogilvy Action, Geometry Global, Ogilvy Noor), where I consistently delivered significant margin improvement and expansion. Today, I lead epicworldgroup.com, an independent consultancy dedicated to strategic brand and business transformation through purpose workshops and integrated solutions. I am also a Harvard certified professional in Sustainable Business Strategy and a frequent thought leader and Effie Awards Judge.