Umer Bin Waqar 44-B/1, Street 38 Khayaban-e-Muhafiz, Phase 6, DHA Karachi 75500, Pakistan Mobile: +92-332-3229670

LinkedIn URL: https://pk.linkedin.com/in/umer-waqar-43a04650 Email Address: umerbw@gmail.com

Experience: Assistant Brand Manager: Shoop Noodles, Pickles & Vermicelli – Shan Foods Pvt. Ltd. (Nov 2015 – Present)

Achievements:

Shoop Taste Trial Activity August 2016 – Noodle sampling across 34 KLI Modern Trade Outlets

Shoop National Consumer Promotion November 2016

o “Find & Win” ATL Campaign – TVC, Social Media Management & Mobility Tracking o Internal ATL Launch

Shoop Relaunch Campaign February - June 2016 o Brand Key & Communication Development (revised objectives, target audience, positioning & brand essence) o CLT & U&A Research Framework

o Packaging Revamp o “Fun with Only Shoop” ATL campaign (animated characters & new jingle) April 2016

o LMT Launch (Store Promotor & Wet Sampling Activities in 68 Outlets Nationally) o National Sales Conferences

o Internal ATL Launch

Major Responsibilities:

Support the Brand Manager and Marketing Manager in formulating brand strategies for Shoop, Pickles & Delve Desserts

Develop and execute annual marketing plan including packaging, SKU pricing, ATL & BTL campaigns & research (BHTs, U&A, CLT)

Direct trade and sales teams on annual sales target forecasting & planning, monthly latest view target revisions, in store trade executions and trade offer adjustments & retailer incentives

Regular National Market Visits to gather market intelligence, retailer feedback and improvement opportunities

Junior Account Manager – GroupM ESP Corporate (Dec 2013 – Nov 2015)

Achievements:

Achieved an annual revenue of PKR 6 Million out of the assigned KPI of PKR 10 Million

Strategy and Execution of major campaigns:

o Dew Venture 2.0

o Dew Action 2.0 – PR and Media Management

o 7UP Asal Foodie Show

o Shan Ramadan 2015

o Lemon Max Bar Anti Cheapie Movement

Key Accounts:

Pepsi Co. Flavors (Mountain Dew, 7UP, Mirinda, Slice), Colgate Palmolive (Surface Care, Beauty Care, Oral Care, Fabric Care), Haier Mobile, Royal Fans, Shan Foods

Major Responsibilities:

Client Services & Brand Consultancy

360 Degree Communication Strategy and Execution (ATL and BTL)

Interaction and Coordination with inter organizational divisions; MEC and Mindshare

Internship, Supply Chain – GlobalServe, Arpatech Pvt. Ltd. (June– July 2013)

Major Responsibilities:

Supplier Mining and Mapping of over 500 GlobalServe suppliers across the globe

4th Party Vendor Relations Management between manufactures (Dell, Cisco, IBM, HP, C), customers (WPP, NCR etc.) and suppliers

Internship, Planning and Strategy – John Walter Thompson (JWT) Pvt. Limited (May – June 2012)

Major Responsibilities:

Key Accounts (Unilever, Shan, Kolson, Nokia, HBL)

Design questionnaires and conduct market research (focus groups and interviews) for new advertising campaigns

Internship, Public Relations – Statuspro Inc. (June – July 2011)

Major Responsibilities:

Project Manager, Mind the Gap with Sidra Iqbal at Business Plus; preparing topics for each episode and guests liaison (prominent businessmen/entrepreneurs etc.)

Facilitator and Event Manager, Blinck International Youth Day 2011 (Idealism + Energy + Action = YOUTH)

Internship, Marketing – Johnson and Johnson Pvt. Limited (June – July 2010)

Major Responsibilities:

Marketing and Research for Clean and Clear (Surveys, Interviews)

Customer Relation and BTL Team Member for Clean and Clear at The Forum

Education: BBA (Marketing) Institute of Business Management (IoBM) 2009 – 2014 A Levels The Avicenna School 2007 - 2009

O Level The City School Darakshan Campus 2005 – 2007

Major Projects and Term Reports: Brand Management (Group Leader): Launched Shan Honey as a Brand Stretch for Shan Foods

Advertising: Launched Gel-O as a new toothpaste with creative strategy and execution

Major Courses: Brand Management, Entrepreneurship, PR and Event Management, Advertising, Methods in Business Research, Direct and Digital Marketing

Seminars/Event Management: Event Manager /Team Leader, Hospitality and PR ZLDC 2013 (SHRS – IoBM) 14th – 16th Jan 2013 Host ZLDC 2014 (SHRS – IoBM) 17th – 19th 2014

Leadership: Vice-Captain, IoBM Basketball Team Sep 2011 – April 2013

Executive Director, Marketing and Promotions (SHRS – IoBM) Sep 2012 – Jan 2013 Team Leader, Intern Servicing (AIESEC Karachi): Won Best Team Award of the Quarter June – Sep 2012

Skills and Interests: Excellent communication and writing skills, MS Office Proficient, Enjoys reading and travelling