Dear Mr. Hiring Manager
It is with great anticipation that I present my resume for the coveted job post in your organization. I have above 9 years of hands on
experience in advertising and brand management.
I pursued my career as an advertising professional at Manhattan Leo Burnett (an entity of Leo Burnett worldwide) looking after advertising
for renowned local and International brands such as McDonald's Pakistan, Berger Paints, Sucral Sweetener, Lakson Tobacco & Haleeb
Foods. During my tenure I was responsible for campaign developments from Client's briefs to final productions; that involved
conceptualizations to storyboards and finalization of artworks/TVC Films; followed by media release modules & media tracking.
My expertise on new brand launch SUCRAL (a Low Calorie Sweetener; by SJ&G Fazul Ellahie pharmaceutical) further materialized when I,
being part of a team also performed New Product Development Functions involving Focus group seminars & beta testing followed by 360
degree Campaigns developments involving TVC as well as BTL activations.
I was opened to a world of Marketing Communication Functions at Uniferoz (Pvt) Ltd where I took up job as Brand Executive in 2009. My
proficiency grew by nurturing a portfolio of well-known Consumer/OTC Brands in First Aid, Insecticides & Derma cosmetics category.
Company's flag ship brand SANIPLAST First Aid Bandage has been Pakistan's Premier First Aid Solution with more than 84% market share
and since last 05 years; I have been instrumental in developing winning marketing plans to increase Equity, Coverage as well as New
Channels of Business Growth.
Currently I hold the position of Assistant Brand Manager at Dairyland (pvt) ltd and providing marketing solutions for Dayfresh brand. Still
in its wee stages with progressive future prospects; the brand has developed a niche for its offerings in flavored milk, UHT & Pasteurized
milk categories
Over around 09 years, have developed New Packaging Designs, New TVC's, Product Masking Edits in TVC's, Radio FM spots, Media
Modules/Plans, Trade Offers, Consumer Offers, Sales Team/Distributor's Trainings sessions, Consumer/Retail Researches and a lot of BTL
activations with branding partners like Brand partnership , Maxsell Communications, Design Xpress , Contact Plus Activations, Synergy
Advertising, Brand Flow Activations, Call outdoors, Vitallink outdoors, blitz ddb, Bulls eye Communications, TNS-Aftab Associates &
Nationwide Distributor Premier Agencies to name a few My Expertise allows me in turning Small/Medium Enterprise brands into Financial
Assets by designing 360 degree marketing campaigns that are Cost Efficient. I adore challenges that involve turning products into winning
brands at Minimal Budgets.
An MBA Marketing from BAHRIA University & currently pursuing MS Management Sciences from SZABIST Karachi; am also providing
consultation services to small enterprise owners on brand building and marketing functions
Please write or call me at my given contact numbers so we may converse the ways in which my experiences can best serve your company's
objectives.
Sincerely, BASIT KHAN
MUHAMMAD BASIT KHAN
M # 4, Plot 21 C, Sunset Lane 1, D.H.A. Phase II (Ext.) Karachi.
Cell # -, -
Email:-Skype: khan.basitshenwari
LinkedIn: http://www.linkedin.com/pub/khan-basit-shenwari/10/47/1a1
OBJECTIVE
To work in a Dynamic Organization & face corporate challenges successfully using my hard work, devoted
energies & acquired expertise with dual contributions towards organizational expansion & personal growth
ACADEMIC QUALIFICATIONS
MBA (Mktg)
B.B.A
BAHRIA
UNIVERSITY,
KARACHI
IQRA
UNIVERSITY,
KARACHI
Certified
Professional
Marketer
(ASIA)
Asia Marketing Marketing Association
Federation
of Pakistan
EXPERIENCE PROFILE
“Advans SA SICAR” is a Venture Capital Investment Company created in August 2005, is incorporated
in Luxembourg and supervised by the Commission de Supervision du Secteur Financier (CSSF),
Luxembourg's financial supervision authority with its headquarters in Paris, France. It has 09 Microfinance
banks in Africa (namely Nigeria, Cameroun, Ghana, Cote d Ivoire, Tunisia, Tanzania) & Asia (namely Pakistan). Advans Pakistan
Microfinance bank provides adapted financial services including accessible loans, deposits and insurance to MSME’s and low income
populations in Pakistan.The bank has launched its full scale operations in Jan 2013 and to date have 07 branches in Karachi & have
aggressive growth plans of spreading its branch network across Sindh in the next 3 years.
MARKETING MANAGER - DEC. 2016 TO DATE
Leading the overall marketing & communications plan for portfolio (Micro finances & deposits)
Leading the CAF (Conduct Assessment Framework issued by State bank ) involving quarterly market survey (mystery shopping @
branches, NPD’s , clientele satisfaction surveys & branch identification survey), analysing the results & reporting on them to management
Developing and updating marketing communications materials for branches (Corporate profile, Flyers, Posters, Brochures, Branch
branding, newsletters etc.)
Assisting the branches in implementing marketing actions (Trainings & information sessions for loan officers, branch based symposiums
for prospective clients, Staff trainings)
leading PR for bank : Press releases, ensuring media contact, Bulletins etc.
Leading Social Media strategy that involve website, Facebook monitoring, SEO, Blogger’s event etc.
Organizing communications events at Head Office and branch level.
Coordinating with French head office on implementing Advans brand’s identity & customization of overall communications for Pakistani
market.
Dairyland(Pvt) Ltd established in the year 2009, belongs to conglomerate of AKHTAR GROUP which is Pakistan's
oldest business entity comprising of 6 operating companies namely Akhtar & Sons, Akhtar Textile Industries (Pvt.)
www.dairylandltd.com
Ltd, Rainbow Textiles, Indigo Textiles, Dairyland (Pvt.) Ltd & Akhtar Energy (Pvt.) Ltd. The group deals in diverse
businesses ranging from Paper cones, Textile garments, Sugar mill equipments, Auto/steel industry marketing, Denim, Dairy
farming & processing, Boilers, Turbines, Biomass & Wind power plants. Diaryland (Pvt.) Ltd. began its operations with the
establishment of a state of the art dairy farm comprising of top breed Australian Cows located at Dhabeji in the Sindh Province of
Pakistan. Subsequently the company ventured into modern milk & yogurt processing plant next to its dairy farm
(www.dairylandltd.com / facebook: https://www.facebook.com/111DFRESH)
ASSISTANT BRAND MANAGER - DEC. 2014 TO NOV. 2016
Responsible for product categories namely Long Life Category, Flavor Milk Category & Sweet Yogurt
Defining media spent on subject categories & subsequently providing media plans to agencies
Works in close coordination with plant, sales, supply chain & procurement on designs & product specifications or changes.
Works in close coordination with Quality Control for new variants development & actively participate in research for new
product opportunities for dairy category
Develop & monitor A&P requirements for each brand category with competitive analysis & accordingly plan activations such
as in-store / sales promotions, digital marketing initiatives & media spends to establish brand's health / sales targets
Monitor/ maintain in store branding for company maintained dayfresh outlets. Measure sales for home delivery services &
design promotional offers (& execute) for home delivery customers
MAJOR ACHIEVEMENTS
O
Launch of Day Fresh tetra packaging covering a 360 campaign involving new packaging, TVC production, Media Plain, BTL
activations, Digital plan in 03 major towns. (KLI)
Grew Home delivery consumer market for fresh milk category by 6.8% through apartment drives & retail cluster drives
Increased Social media traffic from 6,000 likes in December 2015 to 56,000 likes as of today & 1,982 people talking about the
brand through social media advertisements, blogger's program & incentive based campaigns. This has not just helped our
retail orders but also company's internal production processes that are more stringent 'cause of primary feedback
PROJECTS AT DAIRY LAND
Dayfresh Outlets New Branding
Dayfresh GT Cluster Retail Drive
Dayfresh School Activations
Dayfresh Colleges Activations
Category Captains at IMT’s / LMT's
Co-Branding "KFC Ramadan Deal"
Co-Branding "Roh Afza Ramadan Deal"
Flavoured Milk Mobile Sampling Unit
New Packaging - Dayfresh Tetra Pack
Dayfresh Category Shelves (KLI)
Dayfresh Retail Display Drive
Dayfresh Apartments Drives
UNIFEROZ (Pvt) Ltd. is a pharmaceutical concern established in the year 1985, belongs to conglomerate
of 05 companies namely efroze Pharmaceuticals, Hospital Supplies Corporation, S.Eijazuddin Company
(SECO), Maple Pharmaceuticals & Uniferoz (pvt) Ltd. Uniferoz is manufacturer, marketer & exporter of
www.uniferoz.com
surgical tapes, Analgesics, Derma cosmetics, Insecticides, Hospital Disinfectants & First aid bandages in Pakistan & Overseas.
OTC/Consumer portfolio of the company covers SANIPLAST first aid bandages, ARS Insecticides as well as Bioderma
cosmetics (www.uniferoz.com)
BRAND EXECUTIVE
APRIL 2009 DEC 2012
ASSISTANT BRAND MANAGER
DEC 2012 NOVEMBER 2014
Responsible for managing the flagship brand of the company with a net worth of more than Rs 250 Million) ; the largest Fist
Aid Bandage Brand in Pakistan present in more than 160 towns nationally
Responsible for effectual brand management in liaison with activation, advertising and sales team.
Market research on developing new SKU's of current range and as well as product line
Monitor market performance & maintain MIS for competition as well as premier agencies (Distributor)
Modifications/Adaptations in the Packaging as per Product's requirements
Designing yearly marketing plans and allocation of finances for subject plans
Manage affairs associated to all marketing efforts, including NPD, Campaign tracking & Sales analysis
Training sales team for strategies implementation/execution &Consumer / Trade Promotions
Designing Monitoring & execution of Trade plans as well as retail activation plans
MAJOR ACHIEVEMENTS
New TVC TVC was produced with brand partnership as production partners. It underlines the concept of “Differentiating
Saniplast First Aid Bandages from Generics”. This new TVC was instrumental in promoting the idea that “Not every First Aid
Bandage is Saniplast”. This Concept directly hits prevailing non branded market thereby increasing 12% volume sales in just
03 months
New brand Hygiena Pimple Patch Launch Hydrocolloid face patches for pimples & acne have been launched in 03 major
towns as pilot project covering focused retail coverage plan in coordination with distributor. Launch involved coordinated
advertising efforts for MT stores placements (Discounts/Trade Offers/Display Competition/ Retail Merchandising / Stall
Activations).
Launch of Bioderma Pakistan Covering a 360o campaign involving launch plan, Launch trainings with Bioderma
International, MT Stores placement campaign, advertising campaign design, media planning as well as BTL activation launch
drives in 03 major towns
Successfully launched 07 different Sku's of Saniplast range inclusive of multiple packaging designs
ARS Brand Revival Program initiated in Karachi town. The campaign gained incremental sales of 18.2 % of total brand's sales
volume. The successful program has been initiated in other two main towns
Initiated New jingle for old tvc - Instrumental in increasing sales by 12% for Saniplast range
Saniplast Junior launch Drive A Rs 3.6 million activity covering 450 schools in 05 major towns. From strategizing to project
management in liaison with ad agency, the project enhanced averages of Saniplast junior range by 9.7% in Karachi town for
the first year & 12.8% next year. The project is extended in 04 more town's & also tied to Dawn Spelling bee campaign
PROJECTS AT UNIFEROZ
Nationwide Stall Activations
ARS Repellent Launch
Retail drive “Dukan Sajao Inam Pao”
New TVC Adaptation project
Bioderma Launch Campaign
Hygiena Pimple Patch Launch
Retail KFC Vouchers Drive
Dawn Spelling Bee Project
Hussaini Blood Bank Drive
Category Captains at IMT’s
New Packaging - ARS Insecticides
School Activations Project
Saniplast Sachet Pack Launch
Saniplast Apartments Drive
Saniplast Blood Banks Drive
MANHATTAN Communications (Pvt) Ltd is an advertising agency, is Affiliate of Leo Burnett
worldwide having an array of consumer brands to its name for which it provides media planning/
buying, product research, production as well as ATL/ BTL services
www.leoburnett.com
ADVERTISING ACCOUNT EXECUTIVE OCTOBER 2007- MARCH 2009
Managed Advertising of foremost Accounts; Berger paints, Haleeb foods, Sucral & Mc Donald's Pak.
Daily Liaison with clients on ATL/BTL Campaigns & taking Client's Brief on these Brands.
Media relations at all levels, Media tracking reports & Media spots evaluations for campaigns
Supporting Group Account Director on idea presentations, proposals for clients & contact reports
Supervising Creative's on Brand Campaigns & Competitor's Analysis with regular reports to clients
Liaison on PPM, Story Boards & Ad Production / Stills with Production houses & Animation Houses
Follow up on billing and recoveries as well as maintaining Weekly Status Reports for job execution
MAJOR ACHIEVEMENTS
Launched Sucral Low Caloric Sweetener covering a 360o campaign involving launch plan, pre launch feasibility
survey, focus groups analysis, advertising campaign design, media planning as well as BTL activation launch
drives nationwide
Haleeb Milk Campaign to regain loyal consumer base by 15% lost to Olper's & Good Milk. Campaign Covered
thorough market research, New Packaging designs, “Garhey Rishtey” themed Electronic Ad Production, Media
Planning as well as Patriotic Campaign themed “Garhey Rishtay & Pakistan”
Mc Donald's “Rs 100 Happy Menu Campaign” strategically intent to create pull of Income group customers for
introducing awareness of large deals & extra value meals. Campaign covered Animated Ad with PostAmazers
productions & allied POS
Social Responsibility Campaign of “Mc Saviors” by Mc Donald's pakistan, introducing teenagers' conserve
water & electricity & penalizing elders for excess usage. Campaign covered 35 mm Electronic Ad shoot with
H20 Production house & allied POS
PROJECTS INITIATED AT MANHATTAN LEO BURNETT
Mc Savior’s Campaign
Sucral Launch Drive
Mc Happy Menu Campaign
Mc Fillet Launch Campaign
Mc Arabia Launch Campaign
Haleeb Milk repositioning Campaign
(Retd)
MR. FAAHAD ABBASY
MR. MUHAMMAD ASHFAQ
Account Manager Manahattan International Ad Agency
Cell #-,-
Product Manager, Helix Pharma
Cell #-,-
