Abbas Arslan

Responsible for leading marketing for Buldak, #1 Favorite brand of Gen Alpha across all consumer categories (Numerator)

Leading edge marketing consultancy developing AI-first marketing practices. Scaled to 7 clients in year 1 with a global team of 15 associates. Key Wins ‣ Developed Coca-Cola’s summer 2025 shopper visuals leveraging AI tools; reduced cost by 80% and time by 90%. ‣ Increased student enrolment by 28% for British Council through AI bots resolving key questions at scale. ‣ Created the first AI-generated branded series for Peek Freans; growing YouTube channel 10X at only 10% of cost.

Tapped by Global Category President to revitalize a 3-year declining trend for USA ($2.5B retail value). Reported in a matrix organization to Global Category President and North America President. Led a team of 15 across brand, creative, and R&D. Key Wins ‣ Led global repositioning campaign across top 40 markets with USA as lead market. Developed new creative platform ‘Wanta Fanta,’ Designed global consistency and provided frameworks for local adaptations. ‣ Fanta became the fastest growing beverage brand in USA with +23% YoY growth. ‣ Pioneered AI-first product innovation process and simultaneously developed and tested 30,000 new product ideas, unlocking +25% higher revenue (vs. previous innovation pipeline). Awards ‣ Won award for ‘Best approach to Innovation’ for pioneering Ai-first product innovation.

Recruited by the Global CMO to elevate quality of marketing, brand harmonization, growth strategy and measurement for the $100B+ flagship brand. Reported to the Global Category President and led a team of 11. Key Wins ‣ Refreshed the global growth strategy for Coca-Cola with clear paths to recruitment, frequency and retention leading to shift of 60% of marketing investment to occasion-based marketing. This drove 100M+ new users in 3 years. ‣ Led “One Brand Strategy” to harmonize Coca-Cola visual identity standards across 180+ markets, 200 billion packs, and 10 million outlets. Increased share of shelf and share of market for 10 consecutive quarters. ‣ Delivered new global brand positioning and creative platform ‘Real Magic’. It was implemented across all markets. Awards ‣ “Cannes’ Brand of the Year" for 'Real Magic' brand positioning

Promoted to lead Coca-Cola big bets for Middle East North Africa focused on digital transformation and capability development of 54 marketing associates across 24 markets. Reported to the Business Unit VP. Key Wins ‣ Spearheaded Coke’s digital marketing transformation. Launched Coke Studio, the largest digital asset globally with 17M YouTube subscribers (Pepsi has 1M). ‣ Led “marketer of the future” capability assessment of all MENA marketers as per global best practices and developed individual customized learning plans for each. The capability, especially on digital, increased 35%. Awards ‣ Received Board of Directors’ Digital Innovation award for Coke Studio.

Promoted to transform Marketing function into a driver of differentiation and growth against an aggressive competitor. Reported to the Country GM and oversaw a team of 20 with 100 agency associates. Key Wins ‣ Co-led the Long-Range Plan with the bottling partner, leading to +50% revenue growth and 15% pts of share gain. ‣ Created global best practice for new user growth by directly recruiting hot-tea users, adding 10M users in 3 years. ‣ Created Asia’s largest on-ground brand activation, Coke Fest; attended by 1M people and reaching 40% of Gen Z. Awards ‣ Pakistan Advertising Society recognized me as ‘Marketer of the Year’ in 2019.

Handpicked by Business Unit president to assist him with strategic plan for 24 markets. As his point person, worked collaboratively with General Managers of 5 operating units and 11 key bottlers to firm up the plan deploying 2B$ of capex.

Promoted to GM of Innovations across 11 markets; tasked with launching new categories in Hydration & Energy. Reported to the Regional General Manager with a team of 6. Key Wins ‣ Led ‘incubator model’ for niche products such (Glaceau, Schweppes); led to 10% of UAE’s profit ($2M). ‣ Grew the energy drink brand burn to 200% growth through experiential F-1 marketing and strong in store promotions. ‣ Scaled ‘Arwa’ brand across the region with launches in KSA, Iraq and UAE, reaching #1 regional water brand position. Awards ‣ Recognized by global marketing leadership team for ‘Best campaign for non-sparkling’ brand in 2014.

Tapped by marketing leadership to lead Coca-Cola in the Middle East, one of the most challenged markets for the brand. Middle East is the only region in the world where Pepsi leads Coke. I led the brand to regain leadership in three markets.

Grew Sprite by 48% year-on-year growth. Reported to Country Marketing Director and led a team of 2 associates. Created the global best practice strategy on Sprite with meals strategy that was adapted to 40+ countries. Awards ‣ Won global marketing excellence award for best localization of a global campaign.

Launched consumer testing and launch campaign for Kinley Water and Minute Maid Juice, beating launch expectations for both. Reported to Country Marketing Director. Key Wins ‣ Conducted consumer testing for brand name, package, concept and advertising for Kinley and Minute Maid. ‣ Led the salesforce rallies and retail launch plan, with strong partnership across the nation with sales teams.

Led launch of Herbal Essences in Pakistan growing monthly sales 2X vs. launch plan.