Muhammad Asim Zia
Mississauga,ON
Summary
Dynamic leader with a proven track record in two different industries FMCG & Development/commercial sector, enhancing brand visibility and driving 20% sales growth through strategic marketing and innovative consumer engagement. Excelled in collaborative team creation and leveraged social media engagement tools, demonstrating exceptional communication and employee development skills.
Overview
5
5
years of professional experience
Work History
Commercial Director
Citi Developers
Pakistan
12.2023 - 01.2025
- Developed strategic initiatives based upon company objectives aimed at accelerating growth.
- Collaborated with product development teams to ensure alignment between customer needs and product offerings.
- Coordinated cross-functional teams to ensure on-time delivery of products and services, maintaining positive client relationships.
- Developed mobile Applications (Citi Gold App) targeted to consumer acquisition for the Restaurants and other commercial projects
- Lead the team in onboarding and managing more than 40 local and international food franchises
- Created an entertainment platform (Citi Fest) To boost the revenue of commercial projects owned by Citi Developers (https://www.instagram.com/citifoodstreet?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==)
Consumer Experience Manager
British American Tobacco
Asia Pacific & Middle East
01.2023 - 11.2023
- Maintained thorough understanding of industry trends allowing early identification of potential opportunities or challenges.
- Strategize and executed Global brand campaign as integrated marketing custodian
- Led the development/execution of three seasons of Velo Sound Station, VELO’s largest activation platform, strategically leveraging music as a passion point to drive ‘meaningful and different’ for the brand (views: +450 Mn, sales contribution: 20%).
- Deployed dynamic SEO and SEM strategies reflective of brand passion points and consumer affinities to increase awareness and prompt landings on website and D2C platforms to generate product trial.
- Amplified campaign reach via activating +500 content creators, KOL’s and influencers for strategic and tactical brand campaigns across Google and Meta platforms.
- Leveraged global partnerships with F1 and McLaren to facilitate brand awareness and to create deeper brand association amongst key target audience within consumer segments.
- Directing social media management and content marketing by drafting monthly content calendars bolstering brand layered and unaided awareness by 6 ppts in 2023
Category Brand Manager
British American Tobacco
Middle East
01.2022 - 12.2022
- Researched market trends to identify customer needs and preferences for strategic planning.
- Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
- Created brand portfolio strategy and implement brand initiative for both Digital & conventional brand campaigns
- Proficiently manage brand commercials and health metrics while implementing pricing strategies to optimize profitability and drive growth in full portfolio with an annual marketing spend of £10 Mn.
- Lead for creative and digital agency management (Ogilvy & Mather, GroupM), social media management, creator partnerships, community management and social listening.
- Developed and deployed brand communications across consumer marketing touchpoints for functional and lifestyle-based campaigns ensuring consumers are educated and informed of product offerings leading to an increase in trial and purchase
- Launched multiple new products in Market like Iraq, Saudi Arabia & Azerbaijan, supporting the company plan to improve market share
Brand Marketing Executive
British American Tobacco
Middle East
03.2021 - 01.2022
- Increased brand awareness by developing and implementing targeted marketing campaigns.
- Developed creative briefs, guiding design teams in producing impactful advertising collateral that resonated with target audiences.
- Mentored junior staff members in best practices for marketing strategy development/execution aligned with corporate goals/objectives as a supportive team leader.
- Optimized marketing budget allocation, ensuring maximum return on investment across various channels.
National Key Account Executive
British American Tobacco
Pakistan
06.2020 - 02.2021
- Developed strong relationships with national clients through effective communication and negotiation skills.
- Managed a portfolio of national accounts, ensuring timely response to customer inquiries and efficient problem resolution.
- Organized annual meetings between senior leadership representatives from each managed national account partner organization in order to foster open dialogue around shared goals and emerging opportunities.
- Achieved successful contract negotiations by utilizing strong persuasion skills and industry knowledge.
Education
MBA - Marketing Management
Lahore School Of Economics
Pakistan12-2016
Skills
- Clear and Concise Communication
- Training and mentoring
- Employee Development Skills
- Collaborative Team Creation
- Skilled in Microsoft Office Applications
- Social Media Engagement Tools
- Experience with Sprinklr
Languages
English
Full Professional
Hindi
Professional Working
Punjabi
Limited Working
Interests
- Graphic Design
- Participating in cultural exchange programs and homestays
- Gardening
- Cooking
- Enjoy participating in [activity] for overall physical and mental well-being
Timeline
Commercial Director
Citi Developers
12.2023 - 01.2025
Consumer Experience Manager
British American Tobacco
01.2023 - 11.2023
Category Brand Manager
British American Tobacco
01.2022 - 12.2022
Brand Marketing Executive
British American Tobacco
03.2021 - 01.2022
National Key Account Executive
British American Tobacco
06.2020 - 02.2021
MBA - Marketing Management
Lahore School Of Economics