Group Brand Portfolio - TONI&GUY North Pakistan, Label.m Professional Haircare, Peng Salon & Spa - Karachi, Solution Cosmeceuticals, TONI&GUY Academy, Masters Colors Paris, Guinot Mary Kohr, Guinot Institute Franchise, KeraStraight UK, INNOluxe and Jessica Cosmetics• Spearheading strategies and initiatives for overall organisational growth.• Developing and implementing marketing strategies, conducting market research to identify trends, opportunities & competitive landscapes.• Collaborating cross-functionally to optimise business processes.• Pioneering the establishment & launch of a locally manufactured professional brand to offer cost-effective solutions to the industry along with enhancement of product efficiency and meeting delivery deadlines.• Developing a comprehensive strategy for the initiation & launch of a training academy to foster professional development within the industry.• Establishing partnerships with brands & third-party platforms to broaden the scope of business.• Monitoring & assessing the effectiveness of campaigns & initiatives being implemented within the department.• Establishing & maintaining strong relationships with stakeholders, both internal and extrenal - locally and internationally.Achievements:• Spearheaded a rebranding initiative for Peng Salon that resulted in a significant improvement in brand perception & customer engagement.• Established a franchise model for Peng Salon & Guinot Institute, nurturing key partnerships contributing to business expansion plan.• Implemented a customer database software, leveraging data analytics to comprehend buying behaviour, spending patterns & interests, leading to targeted & data-driven marketing campaigns.• Received recognition for outstanding marketing initiatives at the International Guinot Seminar held in Paris for 3 consecutive years.• Launched a locally developed professional brand, poised to enhance profit margins for B2B partners & cost-effective retail solutions for B2C.

• Devised strategies for Marketing in order to maximize ROI, drive engagement & ensure customer retention.• Managed the complete process of Branding & Marketing across the portfolio, aligning & keeping track of budgets, forecasting ROI, ensuring timely executions & reporting final outcome to the management.• Built successful strategic alliances with brands, in order to accelerate business growth, increase revenue & provide additional value to clients.• Managed strong cross-functional communication with multiple departments & ensure that desired results are achieved.• Worked coherently with the international brand teams in order to develop strategies coherent to international trends, scheduling regular trainings & workshops.• Conducted regular researches across the portfolio, in order to ensure service quality, product usage & customer satisfaction.• Created E-commerce avenues; presenting initiatives to build online presence, along with providing awareness, usability & smooth customer dealing, resulting in traffic and lead generation.• Directed the activities of developers, copywriters and designers to ensure careful adherence to predetermined e-commerce strategies.• Analyzed website traffic and sales related metrics to deduce effectiveness of marketing strategies.• Evaluated emerging market trends, providing feasibility & perspective for its adoption where appropriate.• Liaised with the agencies, vendors and salons ensuring timely executions of product branding and promotional campaigns.• Initiated exclusive Loyalty & Privilege Programs, developing tangible assets for customers, increasing brand recall, ensuring exclusivity & making the experience more user-friendly.• Initiated and led the research and development of a new product line to address market needs.

Group Brands' Portfolio - TONI&GUY North Pakistan, Label.m Professional Haircare, TONI&GUY Academy, Peng's Hair & Beauty Clinic, The Men's Salon by Peng, Masters Colors Paris, Guinot, KeraStraight, Olaplex & The Bluebeards Revenge.

• Managing all the Marketing & Business Development activities being carried out for the brands throughout the South region.
• Devising strategies for Marketing; Events, Activation, Alliances & Active PR.
• Developing Marketing calendar for monthly promotions & execution of campaigns.
• Developing & managing digital marketing campaigns for each brand respectively.
• Generating Creative strategies for digital presence, photoshoots, advertisements etc.
• Managing Strong Communication with multiple departments i.e. Owned & Partnered Salons, Content & Graphics team, Web Development, Sales Staff etc. and ensure that desired results are achieved.
• Conducting regular researches in order to ensure service quality, product usage & customer satisfaction.
• Managing prompt branding for partnered salons nationwide .
• Working on building active PR within the Fashion & Beauty industry through regular editorials, blogs, influencer alliances, giveaways etc.
• Managing the launch of the Group’s official website along with individual websites for the associated international brands; improving awareness, usability, smooth customer dealing & online presence of product/service.
• Liaising with the agencies, vendors and salons ensuring timely executions of promotional campaigns.
• Evaluating emerging market trends, providing feasibility & perspective for its adoption where appropriate.
• Revamping the current Loyalty Program for salons, increasing its awareness and making it more user-friendly.

Achievements
• Successfully conducted an international hair trends workshop with the Ambassadors of Toni & Guy London for Label.m, with around 30 local salons as participants.
• Launch & Media preview of 3 branches of Peng’s Salon in Karachi.

• Launch campaign of KAPRAY’s 5 stores and Zellbury’s 6 stores nationwide. • Developing marketing calendar and working on the execution of all ATL and BTL activities.• Conceptualization of regular campaigns, along with day-to-day photoshoots & creative development.• Developing strategies for PR activities & Events for the seasonal campaign launches & openings of new outlets.• Overseeing the development of the brand websites and their e-commerce, responsible for it launch, regular upgradation & sales.• Liaising closely with agencies / vendors for the OOH campaigns & their timely executions.• Working on the In Store Branding & Customer Experience for the outlets, through attractive displays & creative implementations.• Managing the strategies for brand's overall packaging & promotional material, its sampling & final executions.• Managing communications for the brands with regular SMS/Email Marketing Campaigns, Promotional Material & PR coordination.• Managing coordination with external PR & Activation team, for regular alliances with magazines, editorials & bloggers.

- Responsible for concepts and copy for the campaigns planned by brand team
- Developed mood boards, themes, catalogs, and content of 12 major campaigns
- Worked on development of brand guideline and developed packaging material for the brand
- Creative development of digital content & artworks for all outdoor, store and mall branding
- Worked on E-Commerce & Campaign photo shoots and videos – concept, set design and art direction

Worked as a Social Media Executive, Blogger and Production Assistant. Tasks included handling the website and social media forums i.e. Facebook, Twitter, Google+, creating concepts for the posts, their implementation, scheduling and keeping track of the social media insights. Also responsible for writing daily blogs for the website and creating their artworks, planning and keeping track of the shoots, their pre and post production and promotions.

Worked in the Client Service department, communicating with clients like PSO (Deo & Agri), Hilal, Garnier etc. Responsibilities included preparing day-to-day schedules, preparing presentations, keeping track with the creative department & the clients etc.