Umair Shaikh

Leading the multi-brand Hydration & Energy portfolio with strategic oversight on high-impact brands like Sting, Revive, Slice, Aquafina, and Gatorade. Driving category growth through occasion-based strategies, functional storytelling, and consumer-first marketing programs rooted in creative excellence.

Spearheaded the Non-Potato Chip portfolio, leading both Kurkure and Cheetos across repositioning, innovation, and category growth. For Kurkure, I drove a bold brand refresh, launched the Kurkure Kreations platform, and introduced culturally-rooted innovations like Chaat in a Bag. On Cheetos, I led the relaunch of Tubes & Poppers in affordable formats with a 360° campaign strategy. Key Achievements: -Repositioned Kurkure with new brand identity and packaging. -Built and scaled Kurkure Kreations across cafes, influencers, and ecommerce. -Introduced Chaat in a Bag as a culturally-rooted snack innovation. -Relaunched Cheetos Tubes & Poppers in mass formats, driving penetration. -Delivered brand growth across both brands through full-funnel execution.

Led Pakistan’s #1 potato chip brand through a phase of transformation and growth. Drove brand repositioning, platform innovations, and record-setting campaigns that pushed Lay’s into cultural relevance and commercial leadership. Key Achievements: - Delivered double-digit volume and value growth, making Pakistan the fastest-growing snacks market in the AMESA region. - Repositioned the Lay’s masterbrand, aligning with global strategy and refreshing local packaging. - Launched the Flamin’ Hot platform under Lay’s Wavy , first in market, now a category mainstay. - Orchestrated the Guinness World Record-winning “Joy Hai Sharing Main” campaign , the world’s longest online sharing chain. - Cemented Lay’s association with cricket and social occasions, boosting household penetration.

Took Garnier Men from challenger to champion. I launched the first-ever International Men’s Day campaign, drove award-winning digital strategies, and led localization for improved gross margins. Also pioneered a digital-first launch of L’Oréal Men Expert via exclusive e-commerce channels. Key Achievements: - Double-digit YoY growth on Garnier Men , awarded “Best Marketing” 2 years in a row. - 5x engagement vs. past benchmarks through digital-first content. - Launched Men Expert with +15% growth vs. YAGO.

Started my journey in the industry by crafting brand experiences that cut through. At GroupM ESP, I worked across strategy, content, and activation for clients like PepsiCo, McDonald’s, GSK, and Ismail Industries — bringing their stories to life through integrated 360° campaigns. From branded content and influencer integrations to on-ground activations and CSR initiatives, I learned how to deliver business impact through creativity, storytelling, and executional excellence — all while managing scope, budget, and timelines in high-pressure environments. Key Achievements: -Executed full-funnel campaigns across digital, on-ground, PR, and social — tailored to each brand's goals. -Led award-winning branded content that earned a PAS Award for Chili Mili. -Developed activation strategy for high-impact brands like Pepsi, Sting, and Lu across key occasions. -Built a strong foundation in client servicing, project management, and multi-agency collaboration.