Lubna Aisha Hassan

Promoting healthy food choices, especially for children. 2017 marked the subtle start of creating healthy alternatives to the food items normally requiring sugar and unhealthy flour. This made me think about the WHY NOT - why not offer the same to other kids and health conscious adults? Since 2024 I have defined and refined the most loved breakfast items leading to the establishment of No-Guilt Cravings. No-Guilt Cravings is on a mission to do away with unhealthy options in our lives, offering healthy and easy breakfast items and snacks. CEO 2024-Present • Set up the business from idea formulation to getting licensed, creating e-commerce platform and running marketing events. • Business development and networking with focus on next steps

Consultant (part-time) • Business Development. Developed a BD proposal for a pest company and healthcare office • Consultant for AI training gym in the area of FP&A, which allows me to not only apply my skills but also learn about other real world problems

• Update Weekly Sales Reporting package to provide a Summary by Retail Banner sales (Lucky, Save Mart and Food Maxx) • Maintain Weekly Trading Report by incorporating data from Essbase, 1010, Merchandizing and Marketing departments • Analyze and report on Ecommerce Sales with respect to EBT and Instacart transactions on a weekly basis • Own the Repair and Maintenance budget for 196 stores under all the 3 banners; the Budget incorporates Rental, Replacement, Contacts and Repairs • Use Adaptive Insights to upload budgets and extracts reports • Analyze IT, non IT and Rental Contracts to evaluate the performance against budget by vendor • Assist Accounting with month end close by evaluating the GL and PL entries for Capex, Repairs, Rentals, Contracts and Replace • Analyze the Capex performance with budget by engaging with the business owners after the close every month

Improving upon and updating the Treasury Cash Flow model • Work with Merchandizing, FP&A and Accounting for forecasting the cashflow with focus on inventory, sales and other expenses • Engaged in Payments process for all the vendors while ensuring the minimum cash balance is maintained • Collaborated with an AI Bot implementation team to reduce time in the payment process.

Offering a complete FP&A solution - budgeting, forecasting, creating business plan and developing KPI based reporting for the executive team. • Created a budgeting model for a company undergoing post-acquisition business process improvement • Engaged in product testing for a startup launching their android based app.

CTI 2014 – 2016 Senior Financial Analyst, Finance • Designed and prepared monthly, quarterly and annual reporting packages with recommendations for the Senior Management. • Designed, developed and monitored the annual plan and budgets for CTI which had annual revenue of $17mn: prepared sales projections, strategies, conducted budget to actual variance analysis, evaluated achievement of objectives and provided related insight to functional heads. • Established partnership with various teams to conduct financial and operational analysis and provided guidance with decision making. • Designed new reports and improved upon existing reports and metrices to provide valuable insights to senior management. • Assisted the CFO with preparation of audit material and the accounting team with quarterly close and data verification. • Played a leading role in ERP implementation (1) reviewed existing processes (2) developed financial reports (3) supported accounting team with quarter close on the new system (4) developed of Key Performance Indicators and Summary Dashboard

• Assist with loan analysis and performance of commercial loans with Wells Fargo Bank. • Produce daily reports for senior management for monitoring the performance of various aspects of PSR group. • Co-ordinate with both external and internal customers to ensure smooth running of processes. • Analyze data on day to day basis to provide the correct information for further analysis.

• Prepared and maintained 5-year financial model for forecasting income statement, balance sheet and cash flow statements.

• Prepared proposals for USAID funded projects in Pakistan - Empowering Pakistan Firms (EPF) and Empowering Pakistan Trade (EPT). Each project was worth $89 mn and $30 mn respectively • Managed a team of junior and senior analysts assigned to work on various projects and assignments. • Lead the strategy development team for a Federal Board of Revenue (FBR) project, with the goal of developing an improved Tax Reform System, using KPIs as a key component of measurement. • Developed a feasibility report on Foreign Direct Investment for a US based wealth management firm. The study evaluated various investment sectors/scenarios and deemed Alternative Energy and Financial Services as the most promising sectors for investment. The study was received well by the client.

• Worked as part of the small business customers’ incubation team to redesign business strategy for the customer base which had been incurring losses in the past. This involved a detailed analysis of the pricing model, understanding the legal framework and making changes so as to make the contribution margin positive. • Developed an optimal pricing model, which was used in determining the new pricing scheme for SBS customers. The pricing model was implemented in 2007 and led to an increase in revenues. • Helped develop P&L monitoring system for SBS customers. • Drafted Marketing Development Plan for a new product - Software on Demand (Software as a service SAS). This required extensive interaction with the off-shore team, responsible for delivering the new product. The Marketing Plan was eventually adopted. • Used BRIO database system for various assignments, including data mining.

• Conducted financial & competitive analysis to help develop strategies for growth in market share. The market share grew by 1% to 2%. • Engaged in sales, revenue & financial forecasting process • Prepared trend and variance analysis reports on a quarterly basis • Identified, analyzed and reported on key financial and operating metrics to understand trends and improve predictability of business; the report was produced on a quarterly basis • Analyzed and reported on key financial and operating metrics, on a monthly & quarterly basis. • Developed a metrics dashboard to help management understand company’s performance with respect to competition. • Worked with departments to help them manage their expenses in a more effective manner. • Developed a financial model (Corporate Performance Review Model) to help management understand and monitor department-wise performance • Worked closely with the senior management to develop an annual corporate level plan and 5-year strategic plan. • Helped implement the plan with respect to capital budget monitoring, sales volume analysis and expense monitoring • Lead and managed the Corporate Plan Development team which was responsible for preparing the annual budget, sales and revenue expenditure forecast. • Interacted with business units in determining the firm’s long-term standing in terms of market share. • Worked on ad hoc financial analysis & reports required by the Government and the Board of Directors. • Represented PSO at Oil Companies Advisory Committee (OCAC) for publication of ‘Pakistan Petroleum Statistics Book’. • Actively engaged in Evaluation study of “Strategic Reserves in Pakistan”- a study conducted by Mott MacDonald. • Developed strategy for investigating ‘unmatched’ on-site transactions for the Accounts Reconciliation team. • Lead the Accounts Reconciliation Audit team which consisted of four auditors. .

• Worked for the company’s Accounts Reconciliation team, which involved developing strategy for investigating on-site transactions which did not match with those existing in the database. The database and records comprised of 20+ years of data and entries in arrears. • Lead the Accounts Reconciliation Audit team which consisted of 4 auditors • Used Visual Fox Pro for data extraction.