I have spent the last 12 years accumulating skills in the entire spectrum of marketing, including the creative, media-buying and operational realms of marketing. My strengths are in branding and campaign design/planning. My interests lie in the integration of technology with marketing, innovative campaigns and process efficiency.
I've designed, planned and executed marketing campaigns for:
Selective work
Enhancing DVSA's Webinar Engagement
Job title: Strategic Communications Manager
Company: Driver and Vehicle Standards Agency
Year: 2025
Challenge:
DVSA required a standardised approach to webinar execution to improve consistency and engagement across internal and external communications.
Solution:
Developed a comprehensive 72-page operational framework, streamlining the planning and execution of webinars.
Aligned communication activities with policy objectives using the OASIS framework, enhancing audience targeting and engagement.
Integrated AI-powered tools (GCS Assist) for real-time audience insights and predictive content planning.
Outcome:
Achieved a 25% increase in webinar engagement.
The framework was adopted agency-wide, standardising webinar processes.
Fostered cross-functional collaboration across marketing, policy, and digital teams, ensuring alignment with Government Communication Services (GCS) best practices.
Sulaiman Khan: The One-Man agency
Job title: Marketing Manager
Company: Innokin Technologies
Year: 2023
"The One-Man Agency", a title I got from the Marketing Director at CBD Punjab, was put to test for this project. The complete overhaul and execution of Innokin's water-based line in terms of a new look - a complete rebrand and at the time I was the only resource they had for this massive project. Challege accepted.
Product redesign (for 3 offerings with a subset of 17 flavours each)
Reinventing the brand
All communication touchpoints updated and new ones identified
Website redesign
Deadline: 90 days
10 years after I stopped graphic designing on a professional level and started managing a team of designers, the complete rebranding task was put to me including the graphic designing part. Couldn't wait to get back to the good ol' days. Safe to say, project completed well within the deadline and the water-based line at Innokin now has a stunning and brand new look.
Giving the Pakistan Government its first Brand Manual
Job title: Brand Manager
Company: Central Business District, Government of Pakistan
Year: 2022
Two months and a lot of intensive research later, I created the first ever actually used Brand Manual for the Pakistani Government working for the Government of Punjab Authority: CBD Punjab. Brand Manuals for government entities in Pakistan have been in existence but have always been passable as nothing useful.
The Brand Manual that I created for CBD Punjab is a 72 page document going in to detail over the basic branding guidelines that CBD Punjab needs and will execute. The Brand Manual I created is widely known in Pakistani Government entities as the first proper brand manual that Pakistan has ever had made for its Authorities.
Request a printed copy: info@cbdpunjab.gov.pk
Prospect Management: Unleashing potential through systemic innovation
Job title: Marketing Manager
Company: Innokin
Year: 2020
Recognising the need for a more structured and data-driven process, I spearheaded the development of a comprehensive user-level structure documentation for the entire prospects sales funnel. This documentation was designed for a bespoke software aimed at meticulously tracking prospects throughout their sales journey.
The process flow I developed and documented was both thorough and intuitive:
Prospect Interaction Initiation: As soon as a prospect enters their details on the product website, they are assigned a unique Prospect ID in our master database.
Data Scrubbing and Validation: This Prospect ID is then scrutinised within the master database to ascertain whether the prospect is an existing customer or a duplicate entry.
Prospect Database Integration: Upon clearance, the prospect is officially entered into the Prospect Database.
Product Alignment: Each prospect is then associated with a specific Product ID, aligning them with the most relevant product offering.
Marketing Channel Deployment: The prospects are dispatched to a designated Marketing Channel, each channel identified by a unique Channel ID.
Prospect Journey Continuation: Prospects who remain unconverted at this stage are transitioned to a new marketing channel, tagged with a new Channel ID, ensuring continuous engagement.
Accompanying this detailed documentation was an easily understandable presentation and a user-friendly front-end design, ensuring seamless adoption by the team.
The implementation of this innovative system led to a remarkable revitalisation of the Prospects Department. Not only did we witness a significant 2% increase in sales, but also achieved substantial cost savings. More importantly, it unlocked a new revenue stream by optimising and leveraging previously underutilised prospect data.
Data-Driven Triumph: Narrowing the Market Gap between Coke/ Pepsi
Job title: Media Planner
Company: Starcom
Year: 2018
My philosophy centres on the principle that every marketing initiative should serve one of three fundamental purposes: brand education, brand maintenance, or the fulfilment of a specific business need. This strategic approach ensures that the return on investment (ROI) of each campaign is not just measurable, but also directly linked to the extent to which it addresses the identified business need.
The cornerstone of this methodology is a meticulous analysis of various data points encompassing the business landscape, market dynamics, and competitor behaviour. Such an analysis forms the bedrock for crafting campaigns that are not only relevant but also impactful. It steers the marketing strategy away from mere whims and aligns it closely with the current business imperatives and future objectives.
A quintessential example of this approach in action was during a campaign I led for Coca-Cola. The challenge was to bridge the market share gap between Coca-Cola and Pepsi in a specific region. To achieve this, I embarked on an extensive data collection and analysis process, examining several critical metrics:
Sales versus Distribution numbers
Sales compared with Audience profiles
Sales in relation to Demographic profiles
Audience metrics and profiles of competitors
Event and Seasonal market shifts
Patterns of Media consumption
Coherence between Product Accessibility and market demands
The insights gleaned from this analysis were pivotal. They uncovered market trends and consumer behaviours that were essential in tailoring our marketing content to meet local needs effectively.
The culmination of this data-driven strategy was the launch of three major campaigns over an 18-month period. These campaigns were grounded in the proven ‘Share a Coke’ and ‘Coke Studio’ brand templates but were significantly localised in their messaging and execution. The result was a resounding success, culminating in a mere 4% gap in market share between Coca-Cola and Pepsi – the narrowest ever recorded in that market's history.
PEL's Award Winning mobile app
Job title: Media Planner
Company: Starcom
Year: 2018
Created the application flow and managed the execution of the entire app-development and campaign execution that eventually won PEL a Digi-Award for Best Mobile Application Based Campaign.
The application was a score-predictor mobile application that let users predict cricket match happenings. Predicating correctly would enter users in to a lucky draw where they would win PEL products.
The would automatically send push notifications for engagement at low-rating times of ongoing cricket matches, such as in the drinks breaks or innings change breaks.
The Most Interactive Billboard campaign that went International #sayitwithpepsi
Job title: Creative Lead
Company: Purple Tree
Year: 2017
Created the process flow and managed the execution of the entire tech-based, super-engagement, mass-level campaign that broke Twitter records for Pepsi in South-East Asia. The campaign was the only multinational iniative to originate from Pakistan and then be adapted to international markets.
Campaign Flow:
Tweet what you're feeling with the hashtag #sayitwithpepsi
Your tweet is automatically converted (via AI) in to 3 emojis
The 3 emojis along with your twitter handle automatically appear on Pepsi's SMD billboard in Lahore
A camera is programmed to automatically take a picture of the live SMD billboard with your tweet on it
The picture is automatically shared to the Pepsi twitter page tagging you in the tweet