Born in a family of engineers at birth it was decided that i would continue the legacy. Started my career with an engineering consultancy as resident engineer. In what was described by many as madness, moved back to Pakistan in 2003 and started a career in communications & advertising, a field i was always passionate about.
Spent close to 2 years working on public relations for global brands such as P&G, Toyota Indus, Emirates Airlines, TCS and others. I have extensive experience of telecommunications industry and led the creative and media team that relaunched telecom leaders Mobilink, Telenor & Ufone in Pakistan and Banglalink in Bangladesh along with launching iconic brands like Indigo, Jazz, Talkshawk, djuice & easypaisa. In 2006 Aurora Awards his agency won 9 awards for Telenor’s ad campaigns and PAS award for Ufone communications in 2012 & 15. I have always focused on building communication strategies and executions that lead to work that is effective because it is fresh, entertaining and intelligent. Have enjoyed senior management level positions working in top agencies on clients both multinational and local conglomerates, be it repositioning a global brand like Dettol or a local market leader Gul ahmed, media buying and planning for telco giant Telenor or local beauty brand Skincare, Strategic Communication for international donor USAID or local social marketing organization Greenstar, experiential marketing for single largest activation project for British American Tobacco or local dairy visionaries Engro Foods,i have worked closely in sectors ranging from airlines, beverages, confectionary, dairy, energy drinks, FMCG, tobacco and others.
Possessing over 18 yrs. of experience in management, marketing communications and advertising i have been credited for turning around 2 leading agencies from years of operating losses to positive earnings within the first year of taking over operational reigns while delivering significant growth every year after.