Ahmed Haq

• Brand Identity Development: Defined Clew’s brand positioning through persona research, decision mapping, and product analysis, leading to a brand manifesto and guidelines. Oversaw agencies across U.S., South Africa, and UK to deliver world-class brand identity and packaging. • U.S. Market Entry & Retail Expansion: Expanded to 14,000+ U.S. stores and national chains via distributor onboarding, tabletop showcases, merchandising and major trade shows (CHAMPS, TPE, Tobacco Plus Forum, CRU). • Sales & Field Marketing Leadership: Direct 33-member U.S. sales team executing store demos and ambassador programs, capturing consumer data. • Experiential Marketing: Launched experiential program including NASCAR and Bare Knuckles Boxing partnership. • Socia & Community Growth: Achieved 40% MoM social engagement growth using a mix of branded content and influencer collaborations. • International E-Tail Presence: Expanded listings via Haypp Group (Northerner & Nicokick in U.S., Haypp UK) • Executive Positioning & PR: Booked CEO for talks in Spain, Italy, Germany, UK, Dubai, Malaysia, Chile, and Colombia, generating 180K+ LinkedIn impressions in one year. • Organizational Leadership & HR: Act as de facto HR lead, managing recruitment, interviews, and onboarding globally.

North America’s leading CPG manufacturer of modern oral pouches. • Startup Brand Launch and Exit: Launched and grew a new product brand in the USA, achieving 125% growth within 8 months, leading to a $200 Million acquisition by ITG Group in June 2023. • Brand Positioning & Go-To-Market Strategy: Led brand development, marketing strategy and go-to-market planning of a new caffeine-based better-for-you energy brand for upcoming launch in 2024. • B2C Marketing – E-Commerce & Digital Marketing: Achieved 2nd largest market share in 12 months and increased revenue by 20%, through a complete brand refresh including a new ecommerce store, email marketing and in-store channel activations. • B2B Marketing Website: Delivered 15% growth in B2B demand by refreshed the corporate company brand and sales materials, relaunching the website and positioning TJP Labs as a global thought leader within global harm reduction manufacturing. • Budget Management: Led $1 million budget management for the brand portfolio including preparation and management of budgets, fostering efficient resource allocation, and driving cost-effective campaigns. • Creative & Experiential Marketing Agency Management: Managed multiple agencies and partners (internal and external), and third-party print and trade marketing merchandising vendors across Canada, USA, and China, ensuring on-time delivery of marketing campaigns across ambassadors, in-store, POS, creative, digital, and retail executions. • PR & Media Relations: Led all PR efforts including writing and releasing press releases, interviews, trade show appearances, facility tours, conferences, and keynote sessions.

Canada’s leading online car retailer. • As part of the BDC launch team, leveraged my in-depth knowledge of the customer journey to enhance customer service, online chat, social media channels and phone-based interactions. • Monitored and addressed daily inquiries, while optimizing response times through the creation of FAQs and canned responses for customer and marketing support. • Demonstrated keen insight and leveraged comprehension of customer pain points to craft compelling customer pitches. • Recognized the value of customer testimonials and their potential impact on marketing efforts. Proactively suggested implementing a customer testimonial platform, capitalizing on my insider understanding of Clutch's strengths and customer success stories. (Skills used: HubSpot marketing cloud, email marketing, inbound marketing, customer service)

Global top twenty telecom operator with operations in sixteen countries worldwide. • Award Winning Brand Leadership: Won 2x Effie Awards and 1x Eventex awards for successfully increasing brand awareness by 11% and grew customer base by 2.9 million, employing brand awareness & acquisitions campaigns. • Integrated Marketing Planning: Developed annual integrated brand marketing plan across the brand portfolio (pay as you go, enterprise and financial services), managing budgets and executing within timelines in partnership with external partners (creative, media, digital, merchandising) and internal & external stakeholders. • Brand Partnerships & Marketing Budget Optimization: Led co-branding and partnership marketing initiatives with leading sports teams and handset manufacturers and optimized marketing spending, saving $255,000 across media channels.

SPAR is the world’s biggest voluntary grocery chain present in over 45 countries with over 13,100 store locations. I launched the brand in Qatar and led the commercial launch of three store formats (hypermarket, supermarket, and express) in 6 months. • Retail Brand Launch: Successfully launched the SPAR brand in Qatar across traditional, social media, and digital media, orchestrating marketing launches and a separate campaign for three distinct store formats within six months. • Integrated Marketing Campaigns for New Product Launches: For new products including Holland & Barrett and PastaMania brand in Qatar, planned & launched localized integrated marketing campaigns using a targeted and segmented digital strategy. • Marketing Budget & Collateral Development: Managed all creative development, concept evaluations, agency management, project scoping, budget management and approvals from the leadership team.

A family-owned multinational with arms in CPG distribution, Food production, Food & Beverage, Grocery Retail, Fashion Retail and Logistics. Working for them gave me the opportunity to build my marketing communication portfolio outside of core telecom offerings. HIGHLIGHTS • Relaunched the QNIE corporate identity design along with a new website, social assets, fleet and employee assets which lead to an increase in partner confidence, and business leads by 10% MOM • Developed the launch strategy for all upcoming consumer businesses including SPAR (grocery-retail), Pasta Mania & Delifrance (Food & Beverage) and Holland and Barret (Supplements) • Led the development of new brand guidelines for own-brand rice, meat and seafood businesses which included store branding, employee uniforms, social assets and consumer packaging KEY RESPONSIBILITIES • Hiring, negotiating, onboarding and day to day management of creative, digital, media and event agencies • Delivery, execution, and monitoring of annual and quarterly marketing plans and budgets with other commercial stakeholders in Qatar as well as principles to ensure complete alignment • Development of new brand identities along with localizing of international marketing content for all of the Qatari businesses. • Meeting with and presenting plans and updates to the internal board and commercial team, as well as international franchise owners and excellence departments • Execution, management, and monitoring of marketing communications materials across multiple which include digital, outdoor, in-store, radio, etc • Training and development of internal commercial and front line service staff to ensure brand promise delivery across all experience touchpoints

Relaunched Vodafone Falla - a data heavy product proposition and new brand targeting consumers under the age of 25 HIGHLIGHTS • Galvanized and led a team of 20 people across product, pricing, brand, customer care, digital, media, retail, channel, legal to rebuild and relaunch the complete youth proposition in Qatar. • Trained internal staff across onshore and offshore customer service, retail stores, distribution about the new youth brand • Developed and launched the company’s first youth-specific channel incentive across retail and mass-market to increase engagement and targeted sales • Initiated market research through focus groups and in-depth interviews to generate appropriate market sizing, brand and product insights as well as advertising strategy pre-testing for youth launch • Negotiated deals with third-party co-brand partners like Anghami (music streaming), Foodonclick (food delivery), Cineco (cinemas) KEY RESPONSIBILITIES • Using the correct analytics, research and direct consumer connects to generate quality insights • Ensuring the generation of the right proposition for the market using the insights. • The overall health of youth proposition after redesigning the proposition covering end to end priorities including communications, pricing, product, channel, reporting, commercial approval, commissions, launch plan and PR activities. • Ensuring full socialisation and commercial approval of youth proposition using a crisp USP in a timely manner

• Efficiently managed a budget of over $3.3 Million • Led and trained a team including brand, segment and analytics resources • Managed regional award-winning creative, media, activation and digital agencies • Launched a new youth sub-brand that contributed over $8.5 million in just 5 months • Executed the country’s first youth relevant promo contributing $1 million+ in under one month • Developed alternate channel and customer service strategy ensuring faster growth in the youth category • Relaunched the co-branding partnership with Manchester United to ensure more focused initiatives resulting in the better bottom line and equity building

• Won “Star Performer Award” • Revamped corporate communication guidelines which resulted in putting relevance and TOM scores at top of the industry • Introduced the concept of consumer connects, target audience profiling, big idea development and contact point strategy to ensure insightful and relevant communication, and brand health tracker for better monitoring of brand equity indicators • Efficiently managed an annual brand marketing budget exceeding $5 million • Planned, aligned and executed annual brands for Timepey (fintech brand), Circle (mass youth brand), and Zong (corporate brand)

HIGHLIGHTS • Won Best Print Ad at All Pakistan Newspaper Awards 2012 • Won "Telecom Advertisement campaign of the year" at PAS awards 2012 • Revamped the brand positioning of Telenor’s youth brand “djuice” for mass consumption • Introduced the concept of the alternate value proposition which gave the brand the first-mover advantage into co-branding with leading brands such as Cinepax, Timex, Hardees, Nike etc. KEY RESPONSIBILITIES • Development, forecasting and delivery of quarterly market and brand plans to improve equity, positive word of mouth and overall brand health measures • Developed thorough consumer/industry understanding via the DUI process to reach key consumer insights to build into award-winning campaigns • Worked and lead cross-functional teams with segments/VAS departments to design & implement various offers that improved and grow business indicators including ARPU, APPM, Churn, net and gross additions and overall bottom line. • Managed an annual budget exceeding PKR 250 million annually • Developed brand strategies – consumer segmentation, brand portfolio analysis, Target Audience profiling, Consumer Insight generation, Communication strategy, Communication big idea development, Contact point (media) strategy, Campaign execution (including TVC development) • Drove insights by using various research tools such as TNS Needscope, DUI (Data - Understanding - Insight Generation), AMRB Millward Brown - Brand Health tracker (to track brand health on a monthly and quarterly basis), MAXUS Encounters (to judge the efficacy of media vehicles to optimize spends), and • Led and developed the co-brand partner network to ensure brand recall across the overall ecosystem of the customer life cycle • Led a team of internal and external stakeholders which included segments, VAS, advertising, media buying, and digital teams to ensure insightful communication across targeted touchpoints that deliver on objectives within limited budgets.

While doing my MBA, based on my experience, I was hired as a communications consultant to turn around the brand of the business school. HIGHLIGHTS • Launched the organizations first news letter "Perspectives" • Redefined organizational brand strategy to ensure brand growth and employee satisfaction • Launched organizational drive involving stakeholders from the board, administration and faculty to ensure Voice of Customer sessions with students for improvement around the campus KEY RESPONSIBILITIES • Day to day management of advertising and PR agencies • Daily monitoring and launch of new organizational website • Budget and vendor management • Student recruitment, and grooming • Event management and coverage

Deepened understanding of the three pillars of growth: customer acquisition, customer retention and revenue per capita. Saw how the organization overall and its marketing activities contribute to these pillars. Added to each of the pillars with practical online and offline marketing initiatives. Undertook activities to understand pricing implications for each pillar Learned how investment targets vary according to the brand challenge. Analysed how Brand Loyalty is developed, maintained, and created. Learned how Brand repair is activated through churn management programs. Learned how data, insight and analytics are strengthening Brand Intimacy and the impact on privacy and legal concern

MAIN TOPICS COVERED: marketing management and strategy, channel management, brand management, market research, pricing management, sales management, CRM management, big data and analytics, finance / accounting, digital business

300 respondent survey on undergrad mobile youth trends in Karachi Analysis of Marketing practices of Phillip Morris Pakistan Analyzed Supply chain practices of Abu Dawood Pakistan Studied the modern retail management practices of Metro in Pakistan Developed a Live case study for Engro Fertilizer in Pakistan

IBA remains the first choice for employers across Pakistan, and i am proud to be a part of the strongest alumni network in the country. The real life cases, as well as the out of class learning, coupled with projects with the corporate sector, ensured that I had the requisite skill set to peform better during my job with Mobilink. I guarantee you - nothing comes close to the IBA experience.

• Orientation to the Sales and Marketing sector • Workplace Culture Training – Rob Marks, Humber College • Business Communication Workshop – Markus van Aardt, Authentic Business Communication • Digital Marketing Workshop – Leslie Hughes, Punch!media • Design Thinking & Creative Problem-Solving Workshop – Abe Salam, Accenture • Project Consultant - Pinnacle Digital Solutions

Data Analysis Data Collection Data Cleaning Data Visualization Excel & Tableau