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Ahmed Haq

Ahmed Haq

Head of Youth Segment

ZONG (China Mobile Pakistan)

Marketing manager with 6+ years in brand and category leadership

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ZONG (China Mobile Pakistan)

Head of Youth Segment

Delivered impressive growth and showed tremendous skills; I was promoted from a Brand Manager to the position of Segment Marketing Head – Youth

HIGHLIGHTS
•Led team to conceive and launch a new brand that has contributed over PKR 1 billion
•Launched the country’s first youth relevant sales promo which contributed over PKR 122 million in under one month
•Developed an alternate channel and customer service strategy that has made Circle the fastest growing brand within its category
•Re launched the co-branding partnership with Manchester united to ensure more focused initiatives resulting in better bottom line and equity building

KEY RESPONSIBILITIES
• Complete P&L responsibility for the segment
• Managing a team including a brand, segment and analysis resources, as well as 8 regional resources
• Delivery, execution and monitoring of annual and quarterly marketing plans with other commercial stakeholders to ensure top and bottom line growth
• Managing regional award winning agencies which included creative, media, activation and digital internal resources as well as external agencies to ensure optimization of spends and delivery on all brand and segment objectives
• Developing 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)
• Lead and define market research to ensure all category related exercises remain relevant and profitable
• Management and efficient use of budget exceeding PKR 400 million annually

Career medium 04
Career
Career medium 01

ZONG (China Mobile Pakistan)

Brand Manager

HIGHLIGHTS
• Revamped the brand communication platform by introducing a new brand guidelines document which was implemented across the organization and lead to increase of brand equity scores to place it at the top of the telecom league
• Introduced the concept of consumer connects and TUB to ensure insightful and relevant communication, and brand health tracker for better monitoring of brand equity indicators
• Led a cross functional team including sales, marketing, segments, customer services and public relations to launch the five year celebration campaign across the organization – and received a star performer award for this campaign
• Developed brand strategy for the financial services brand “Timepey” and youth brand “Circle”


KEY RESPONSIBILITIES
• Development, execution and monitoring of annual brand plans for all brands
• Hiring, training and management of creative, media, activation and digital agencies to deliver on annual brand targets
• Launch of full 360 campaigns which included but was not limited to TV, radio, digital, activation, trade, customer service and organizational communication as well
• Manage market research activities across brands - including consumer connects, market visits, brand health tracker
• Management of Annual budget exceeding PKR 600 million

Career

Telenor Pakistan

Assistant Brand Manager - Urban Youth

HIGHLIGHTS
• Revamped the brand identity of Telenor’s youth brand “djuice” through a campaign which one Best Print Ad, and Telecom Advertisement campaign of the year
• Introduced the concept of alternate value proposition which gave the brand the first mover advantage into co branding with leading brands such as Timex, Hardees, Nike etc


KEY RESPONSIBILITIES
• Developed, forecasted and delivered 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 improve and grow business indicators including ARPU, APPM, Churn, net and gross adds and overall bottom line.
• Managed an annual budget exceeding PKR 400 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)
• Used research tools such as DUI (Data - Understanding - Insight Generation), AMRB Millward Brown - Brand Health tracker (to track brand health on monthly and quarterly basis) ,Encounters (to judge efficacy of media vehicles to optimize spends), and APPRAIS ( improve relationship with media and advertising agencies)
• Negotiated and implemented CSR and other initiatives to ensure positive word of mouth and brand building
• Lead and developed the partner network to ensure brand recall across overall ecosystem of customer life cycle
• Lead a team of internal and external stakeholders which included segments, VAS, advertising, media buying, and digital teams to ensure insightful communication across targeted touch points that deliver on objectives within limited budgets.

Career medium 03
Career
Career medium 05

Institute of Business Administration, Karachi

Consultant - Corporate Communications

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

Career

Reckitt Benckiser

Graduate Intern - Trade Marketing

As part of my graduate internship I was given the job of looking into the past and current trends of the HRC categories and recommend a future growth strategy. The internship project consisted of:

• Retail and Cosmetic retail promos
• Channel Development
• Wholesale promo
• Retail engagement program
• Data analysis

Career medium 01
Career
Career medium 06

Mobilink PMCL

Assistant Brand Manager - Mobilink Jazz

Managed Pakistan's largest mass prepaid brand:

HIGHLIGHTS
• Revamped the brand identity of the Pakistan’s leading prepaid brand “Jazz”
• Launched various thematic campaigns to ensure growth in brand equity
• Launched a unique 1+1 promo that increased overall activity levels as well as improved the bottom line of the segment


KEY RESPONSIBILITIES
• Development of annual brand plans along with other commercial stakeholders
• Management of all communication on the brand including creative, media integrations, brand activations and digital advertising and integrations
• Overall lead on brand strategy by using tools like Brand Key, Mind mapping, APPRAIS

Career

Mobilink

Assistant Brand Manager - Mobilink Indigo

Looking after Pakistan's leading postpaid brand which entailed:

HIGHLIGHTS
• Revamped the brand identity of the Pakistan’s leading postpaid brand “indigo” which lead to increase in top of mind recall and trial
• Re launched the indigo loyalty program which increased redemptions by 17% MOM
• Grew the Mobilink movie partnership platform by landing media deals that lead to cost efficiency and positive WOM
• Launched Pakistan’s first mobile money products including Mobilink Genie, Mobilink Stock pro, and Mobile money order

KEY RESPONSIBILITIES
• Development of annual brand plans along with other commercial stakeholders including corporate sales, pricing, PR and customer services
• Management of all communication on the brand including creative, media integrations, brand activations and digital advertising and integrations
• Overall lead on market research including brand health tracker, winning brands and other brand related research
• Management of budgets exceeding PKR 100 million
• Responsibility of cross branding initiatives such Mobilink Box Office Cinema platform, Karachi film festival
• Event manager for corporate movie events, golf events, executive parties and fashion shows with the leading event planners of the country

Career medium 04
Career
Career medium 03

Mobilink PMCL

Regional Marketing Coordinator - North II

HIGHLIGHTS
• Conducted brand activation “Mobilink mobile fair” in Peshawer which was attended by over 8000 people in just 3 days
• Initiated on ground branding activities to increase awareness in the region

KEY RESPONSIBILITIES
• Roll out of all OOH campaign in the North 1 and 2 regions across 20 cities
• Management of on ground events – movie shows, employee hangouts, corporate events, golf events, concerts
• Coordination with regional sales and trade teams for all channel development, branding and visibility drives
• Management of a suite of OOH, activation and sales vendors to ensure efficient rollout as well as delivering post evaluation of activities to management
• Weekly market visits in the region to ensure supply, visibility and retailer knowledge was as per plan
• Coordination with brand team to select most efficient mediums in the region to promote their respective brands

Career

Institute of Business Administration

MBA (Hons.), Marketing

Institute of Business Administration

BBA (Hons.), Marketing