Profile
I am a marketing, communications and change management specialist with over 15 years of experience across various multinational organisations in the aviation and oil & gas sectors. I have extensive experience in design and delivery of ATL and Media campaigns, BTL activations, PR and Digital promotions. I have also delivered change and engage programmes and led global communications work streams and teams. I am exposed to global, multi-cultural and virtual working environment and worked as part of complex project teams.
Skills Set
Marketing Planning | Marketing Strategy | Brand Management | Brand Activations | Global Promotions | Media & Advertising | Public Relations | Creative Development | Communications (Internal & External) | Marketing Budgets | Programme Management | Change Management | Organizational Design | Stakeholder Management | Training | Crisis Management | Agency & Vendor Management | Corporate Sales | Customer Service | Event Hosting
Experience
EVENEMENT Corporate Event Management
(February 2015 – Till To-date)
Director Business Development and Key Accounts
An Evenement partner, working to expand the operations of the company in Islamabad and Karachi. Leading corporate events, trainings, team buildings and activations for leading multi-national and national events
Shell International
(April 2013 – January 2015)
Global Downstream-One Communications Lead (London + virtually from Pakistan)
• Developed and supported the delivery of communications plans through market communication advisors based in US and Australia. Provided on-going consultancy and support on market challenges
• Customised communications content and influenced content design to meet market and business needs while ensuring consistency and global standards. Developed training videos and supported design of websites
• Used various programme management techniques to ensure timely execution of change plan in market and seamless delivery of the overall project
• Monitoring of local communication activities against plan and report on any potential challenges, outstanding issues/ risks, and the necessary mitigating actions to get back on track
• Managed relationships with Global Business Managers and country/cluster communications advisers, providing regular, high quality advice and guidance to ensure delivery of aligned plans
• Managed effective knowledge transfer from country/cluster deployment to the global teams for continuous improvements and refinements of existing communications materials
• Supported the business functions and countries/clusters in understanding and promoting the benefits by implementing the programme initiatives. Develop and support the development of success stories
• Crisis Committee Member: Responsible for handling media and PR for Pakistan as part of the crisis committee
Shell Pakistan
(April 2008 – March 2013)
Brand and Communications Manager – Global Commercial, Lubricants Marketing, Pakistan
(January 2010 – March 2013)
• Managed marketing budgets worth more than 5 million USD per annum and conducted post investment reviews
• Managed the major launches of Shell Rimula R4X, Shell Helix E lubricants and reenergising the Shell Rimula portfolio
• Supported several ATL campaigns and BTL activations for various lubricant brands
• Designed and implemented Marketing Media plans supporting product launches, global promotions, brand awareness campaigns for both Direct and Indirect Channels
• Responsible for managing external agency relationships including leading agency partners: Groupmesp, Mediacom, JWT, AC Neilson etc. and other local BTL agencies
• Conducted market research and analysis on Shell’s brand health through external partners and agencies
• Developed a localised advertisement for award winning Shell Rimula TVC. Localised other global TV/Radio ads as part of global campaigns and developed local radio ads supporting various promotions
• Responsible for managing media relations. Authorised spokesperson for Shell in media/PR campaigns and press conferences
• Managed large events including BTL activations, customer & distributer events and national sales conferences
• Responsible for training frontline teams, partners and brand on new promotions and campaign dynamics
Change & Engage, Training and Organizational Design Lead – Shell Downstream-One Implementation, B2B and Lubricants, Pakistan
(April 2008 – December 2009)
• Managed Streamline and Management activities for B2B and Lubricants business
• Localised and developed internal programme communications and managed all external/customer communications impacted by the Downstream-One programme
• Managed Training activities for B2B/Lubricants sales teams and internal staff, conducted Roadshows to up skill Sales Teams, and designed & implemented end user training plans
• Alignment of Organizational structures to the Global design (for Commercial Fuels, Lubricants, Aviation, Supply Chain and Customer Service Organization). Ensure delivery of programme communication plans
QATAR AIRWAYS
(September 2002 – March 2008)
Marketing Specialist / Pricing Analyst – Pakistan
• Owner of Marketing plan and management of marketing (brand and promotional) activities at all major stations in Pakistan i.e. Karachi, Lahore, Islamabad and Peshawar
• Representing the company in Sponsorship and PR activities all over the country
• Responsible for training in-house colleagues and conducting workshops for travel agents
• Responsible for Corporate Planning and induction of new accounts
• Formalization of exclusive Travel Agents Commercial Contracts and all Corporate Alliances
CATHAY PACIFIC AIRWAYS
(June 2000 – August 2002)
Pricing Analyst / Sales Service Coordinator
AMERICAN AIRLINES (GSA)
(June 1995 – May 2000)
Customer Services Supervisor / Reservations and Ticketing Agent
Courses/Events
• Global Communications Workshops – London, UK – Mar/Jul 2013
• Shell Helix and Ferrari Global Event – Abu Dhabi, UAE – Nov 2011
• Shell Helix and Ferrari Global Event – Rome – Nov 2010
• Shell Brand and Communications Technical Workshop – London, Oct 2010
• Shell Downstream-One Change and Engage Workshop – Bangkok, April 2008
• Qatar Airways Global Marketing and Revenue Workshop – , Doha, Mar 2008
• Qatar Airways Marketing Workshop – , Doha, Feb 2007
• Qatar Airways Marketing Workshop – , Doha, Jan 2006
• Qatar Airways International Tariff Workshop – , Doha, Oct 2004
• BEST (Building Effective Sales Techniques) – American Airlines, London, Dec 1999
Education & Qualifications
1995 Bachelor of Arts (University of Karachi)
St. Joseph’s Girls College, Karachi
Extra-Curricular Activities & Hobbies
• Motorsports aficionado – Formula1, MotoGP, WRC
• Interested in all types of outdoor activities – Swimming, Football, Cycling
