ZH Sikander

Spearheaded the most culturally influential branded music platform in Pakistan’s history, transforming Coke Studio into a global export, now heard in 180+ countries with over 25 million digital subscribers. Orchestrated the platform reboot in 2021, driving 2.74B views (50% of total lifetime) and adding 7.7M subscribers on YT and 1M on TT in just 3 years, making Coke Studio Pakistan’s most subscribed YouTube music channel (16.5M subs, 5.23B+ views) as well as Coca-Cola's biggest digital asset globally. Led the production and strategy of Pasoori, the first Pakistani song to cross 1 billion streams on YouTube, becoming a global phenomenon and symbol of modern Pakistani identity. Championed the follow-up hit Jhol which has achieved: 400M+ Global Streams #7 Global Daily Top Music Video YouTube #8 Global Weekly Top Songs YoutTube #77 Top Songs Global Spotify #1 Top Songs Spotify India and Pakistan Featured in Rolling Stone UK, further cementing Coke Studio’s global music relevance. Executed high-impact international events: Coke Studio Live at FIFA World Cup Trophy Tour (2022) Zero-cost Coke Studio concert in Dubai (2024) valued at $800K, funded entirely through sponsorships. ICC Champions Trophy Curtain Raiser and performances at major international cricket matches (30,000+ live audience). Drove significant business results for Coca-Cola: 14M+ transactions directly attributed to Coke Studio 2024 promo (largest in Coca-Cola Pakistan history). 500K+ 1st-party data collected, integrating music with consumer data strategy. Delivered monetization and value generation (streaming, licensing, concerts, merch, media mileage). Forged landmark partnerships with Spotify, TikTok, OTT platforms, and GCC/global promoters, enabling regional expansion into South Asia, the Middle East, Europe, Africa, and North America. Developed a sustainable concert and merchandising model, unlocking new revenue streams for branded entertainment across borders.

Spearheaded the 5-year strategic vision (2021–2025) for Coke Studio, realigning the brand with Gen Z and international music audiences. Orchestrated the groundbreaking Coke Studio 14, resulting in: 2B+ streams, 4M+ new subscribers, 18B UGC views and the beginning of monetization streams Viral hit "Pasoori" – the most Googled song of 2022 with 1B YouTube plays and 350M+ Spotify streams. Produced the first-ever Coke Studio LIVE in the UAE, the largest international showcase of Pakistani music to date, with 72% of costs covered by partners. Executed global collaborations like Coke Studio x FIFA World Cup, inspiring replication across Coca-Cola markets. Drove strategic alliances with Spotify, Geo, Khaadi, Snack Video, and Rastaah, integrating brand storytelling across culture, fashion, and tech. Launched Coke Studio's ICC Cricket World Cup anthem (2021) – hailed as the anthem of the year with 65M+ views. Awards Gold for Brand Experience : Live or/ & Digital for Coke Studio Season 14 Gold for Youth Marketing : Coke Studio Season 14 Grand Prix 2023 for Coke Studio Season 14 - First ever Grand Prix win for Coca-Cola Coca-Cola Summer Music Album with Ozen (CCAR region) – winner of 7 Red Jolbors Awards.

Overall management, conceptualization, strategy, partnerships and communications for Coke Studio Ramzan 2020 (The 99 Names) which trended globally on YT in 6 countries and was viewed by people in over 150 countries. Business and communications strategy for Coke Studio Season 12, which trended globally on YT in 7 countries and delivered the highest brand equity score for Coca-Cola globally, highest association with music globally as well as the fastest 100 million views for a Coke Studio Season. Devised and executed the first ever ever digital and experiential strategy for Coke Fest Season 2 - Pakistan's biggest food and music festival, which reached 1 million people on-ground and 17M on digital. The Asset went onto win 4 international marketing awards (1 Effie and 3 Campaign Asia Awards).

Designed and implemented the first ever digital strategy paper for Coke Fest, which helped in making the experience more engaging for both those at home and thise who were at the event. Envisioned, designed and executed the PR and digital ecosystem for Coke Studio Season 12 Designed the experiential leg of the Coca-Cola and Wedding Campaign's "Wedding Gift/ Salami" campaign which delivered wedding gifts to over 5000 newly weds on the day of their weddings. Designed the PR strategy for Coke Studio Season 11 and led the management and execution of the Coke Studio Season 11 Launch Event consisting of over 1500 high profile invitees consisting of musicians, celebrities and influencers along with national media channels Planned and strategized the execution of Dasani's self-sustainable fund raiser Designed the concept and digital strategy for Roar's Launch on digital Digital Content Strategy for Sprite's Pakistan Super League Campaign, the biggest sporting event in the country

Business Strategy for Flavors 2018 A successful Season 1 enabled us to take Sprite Spice Wars Season 2 to television making it the first ever Sprite TV Asset. Sprite Spice Wars helped us achieve the highest ever brand equity scores for Sprite in Pakistan. Business strategy for Sprite and Spicy 6 Joint Venture for Ramadan with Rooh-Afza, the biggest selling beverage brand in Ramadan, with the objective of further building our association with the occasion and drive relevance for Sprite as an essential mixer during the month of Ramadan Localized the Global Sprite Refreshment Monster Campaign Localized the global Fanta Teen Marketing Officer Campaign for Pakistan and devised the creative digital strategy for it. Led execution of joint venture with Oye Hoye, the crisps brand with the second largest market share behind Lays in Pakistan 2017. Designed and executed the first ever digital led on-ground food based experiential asset for the company in the form of Spice Wars which true to Sprite's BVA was a college-based food entrepreneurship competition that enabled young aspiring restaurateurs to cut through their own way by giving them the chance to start their own restaurant. Overall execution of the Sprite and Spicy 5 IMC Historical analysis of Fanta's roots as a brand

Hapin was a donor-driven social network and crowd-funding platform that connects verified non-governmental organisations with donors as well as companies with active CSR initiatives to help the causes the ngos support Secured funding from the Australian Government and were incubated at Plan 9 Founded hapin or "help a person in need in 2016

Was able to reduce overall cost of electronic fixtures and supplies by 20% by broadening the supplier network and sourcing directly Overseeing development of residential properties

Visited Anuga in Cologne, Germany to source new products and market our ethnic product range Led the relaunch of the new "White Pearl Rice" Packaging and "Map" ethnic spices and products range Sourced and Launched Aloe Fruit Wave across the UK and Scotland Analysed customer buying patterns to design country-based promotional offers Managed relationships and operations of customers in 81 countries Managed export of FMCG goods from Bestway's Export wing

• Outline: Bahria Town is the largest real estate developer in Pakistan. • Work: Marketing the Bahria Greens and Islamabad Enclave schemes to clients. Contacting existing clients to inform them of any new developments. Compiling installment reports for senior management to enable them to make informed decisions. I also acted as the pricing analyst for the company’s food retail business in Pakistan known as Green Valley.