Responsible for the company’s human resource and administrative efforts, activities and policies. Leading the human resource function to support the company’s strategic objectives.
Collaborated with senior corporate leadership to understand the organizational vision and objectives to address various human resource initiatives.
Led end-to-end recruitment efforts, developing a high-performing team that consistently met hiring targets.
Designed and implemented a comprehensive training and development framework, enhancing employee skillsets and career progression opportunities. Fostered a culture of continuous learning and growth.
Developed and managed competitive compensation structures, aligning them with market trends and company performance goals.
Led strategic restructuring initiatives to enhance operational efficiency and reduce costs. Conducted comprehensive workforce assessments and resource allocation reviews to improve overall organizational performance.
Successfully managed and executed major organizational changes, ensuring minimal disruption to business operations.

Independently handling and leading Marketing, Brand Management, Communication and Digital Marketing functions.
Developed, implemented marketing and communication strategy. Planned and coordinated marketing efforts of the company to achieve desired objectives
Developed Dollar East as a leading brand in its category, through effective marketing programs and premium positioning.
Developed the marketing budgets with execution timelines,  calendar of activities and allocation of resources.
Maintained healthy rapport with international business partners, including Western Union, MoneyGram and Ria Money Transfer.
Developed digital marketing strategy. Oversee design & maintenance of corporate websites, SEO, mobile apps & social media pages.
Vendor management, execution of various marketing & ad campaigns. Close coordination and liaison with media & ad agencies.
Organised various corporate events, launch & award ceremonies, conferences, convocations and sports events.
Acting as brand custodian and led all strategic brand management efforts. Launched multi-channel ATL and BTL advertising campaigns.
Contributed to the creative side of the advertising campaigns, photo shoots, documentaries and TVC production.
Initiated market research that supports brand strategies. Planning different mystery shopping exercises to improve the customer services.
Actively involved in business planning, analysis & reporting. Business development, corporate relationship and branch network extension.
Identified and analyzed costs/benefits of various options to support decision making and meet business expectations.
Responsible for branch exterior & interior designs with respect to look & feel, marketing content & overall customer experience
Extended Marketing and Management Support to other Credence Group Companies. These include:
                o  GIFT University & Colleges, AFC Restaurants, Roshni Homes Trust, SM Education, Satellite Town-Jhelum, etc.
Handled sales team including sales executives & telemarketers. Development of marketing & POS material to support sales function.
Responsible for the recruitment, training & development of Marketing & Sales Staff. Preparation of KPIs and setting targets for the team.