Resume for Khushnood M. for Advertising / Marketing / PR / Advertising, Marketing & PR in Khartoum, Sudan
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K H U S H N O O D M I R Z A
Marketing and Marketing Communication is the only thing that I have done throughout my entire career starting from
and when I look back I realize that I have done a pretty decent job to say the least. I have always enjoyed
working towards development & growth of my brands including the most prestigious names in our daily lives.
Working in different cultures, different countries, different categories, different roles, different levels and different
hierarchies has helped me grow as a mature professional by making me more adaptable and flexible while developing
empathy with different stakeholders. This has also been very much in synergy with the career path I had initially
chalked out to prepare myself for a big international or regional assignment and in return offer the diversified exposure
and experience to my future brands. All along my career, I have always been assigned the biggest and the keymost
portfolios/brands that is surely enough a proof of my efficacy in my field. The final results also vouched my & my
management’s confidence in myself.
There is still a lot I wish to achieve and learn to further contribute towards success of the brands. All along my career, I
have been offered challenges which I accepted, ventured & delivered you may read overdelivered and moved on to
the next challenge. Whenever my management kept on offering me challenges, I cherished the moments until I found
an even bigger challenge because I am firmly against the idea of sitting idle and relaxed.
SNAPSHOT OF SUCCESS STORIES
Pasta, Snacks, Tea, Dairy Products, Toothpaste, Soaps, Shampoo, Mobile Service Provider,
Mobile Handset, Vehicle Lubricants, Quick Service Restaurant, and Cigarettes.
P&G, Engro Foods, Tapal Tea, Kolson, Zain, Nokia, McDonald’s, Shell, British American
Tobacco, and Glaxo SmithKline
Zain, Nokia, Shell, McDonald’s, Camay, Herbal Essences, Head & Shoulders, Pert Plus, Rejoice,
Safeguard, John Player Gold Leaf and Macleans.
Leading Pakistani Brands:
Olper’s Dairy, Kolson Snacks & Pasta and Tapal Tea.
GREY WORLDWIDE – ARZ ADVERTISING –SUDAN
SENIOR ACCOUNT MANAGER JULY ’ – TO DATE
The first assignment in the MENA region, I am involved in the strategic direction setting, development and deployment
of strategy for consumer & customer communication for the biggest Mobile Service Provider in Sudan – Zain. Major
achievements are the addition of further million subscribers within less than one year and Zain elevated to number
one position within the Zain Group with the more than % market share and revenue share within MSP category in
J. WALTER THOMPSON JWT – PAKISTAN
GROUP ACCOUNT DIRECTOR AUGUST ’ – JUNE’
Steered the biggest portfolio of the agency including:
A leading food business in Pakistan. The brands include Olper’s Milk, Olper’s
Cream and Olwell LowFat Milk
largest milk brand within years of launch.
The leading and most preferred handset brand of the world. Developed IMC for
all the new launches. Supervised smooth transition of the account from the other
agency while working on the regional platform.
Shell Pakistan & Dewan Farooq Motors Hyundai besides others.
MARKETING & MARCOM SPECIALIST
Cell Sudan: +
Cell Pakistan: +
K H U S H N O O D M I R Z A
LEO BURNETT – MANHATTAN COMMUNICATIONS – PAKISTAN
ACCOUNT DIRECTOR JULY ' – AUGUST ’
Provided strategic direction to the biggest portfolio of the agency including Procter & Gamble, McDonald’s and Hertz in
Pakistan. Major achievements are:
Award of “Best Turnaround of a P&G Brand” for Herbal Essences.
“Best Agency Award” that resulted in turnaround of Herbal Essences business in Pakistan within months.
McDonald’s also was awarded the “Best Business Award” in the entire MENA region.
EFFECTIVE MEDIA ENTERTAINMENT / STRATEGIC ALLIANCES – PAKISTAN
GENERAL MANAGER SEPTEMBER ’ – JUNE ’
EME & SA are two different media marketing companies under the same group, with time slots on local satellite TV
Handled all the operations including sales & marketing, software purchase and looking after the overall
profitability of the two companies
Major achievement is managing net profit of figures within years.
KOLSON – PAKISTAN
SENIOR BRAND MANAGER/CONSUMER COMMUNICATION STRATEGIST SEPTEMBER ’ – AUGUST ’
Kolson is a leading food conglomerate in Pakistan, operating in varied food categories including Snacks, Pasta,
Vermicelli, Cereals and Biscuit categories.
I was looking after the snacks brand of Slanty that contributed almost % of the total Kolson business and is
the largest selling snacks brand in Pakistan.
As Consumer Communication Strategist, identified product positioning and developed the new advertising
campaigns of Potato Sticks & Pasta products Spaghetti, Macaroni & Noodles — first ever consumer
communication on these brands. This translated into % volume growth of Potato Sticks despite %
increase in price of the brand. Campaign on Pasta products attributed % growth in FY over LY
in the highly pricesensitive categories.
Supervised the packaging and product development of Snackers, Cereals & Twinkle Pops
Active member of Product Development Team — responsible for continuous improvements in product,
pricing, production, communication strategies for the entire range of products
TAPAL TEA – PAKISTAN
BRAND MANAGERDANEDAR NOVEMBER ’ – SEPTEMBER ’
Tapal is a leading name of tea in Pakistan. Its brand — Danedar is now a generic name for the granular tea and
contributed more than % of the total Tapal business.
Planned and executed strategies to enhance the brand image and equity of Tapal Danedar visàvis
aggressive campaigns by Lipton Yellow Label and Brooke Bond Supreme. Result: increase in the brand
contribution by percent points in the overall business.
Developed & executed the new theme behind Tapal Danedar to revitalize & modernize the brand. In
persuasion of the theme, sponsored leading singer of Pakistan and his album.
Launched Danedar Hard Pack, firstly to capture the huge potential of a niche market & secondly to register
the new packaging design for onward application to the soft pack. This resulted in a further % growth in
Developed and launched firstever pack redemption consumer promotion scheme on the brand. Sales volume
increased by % during the scheme versus same period last year.
Planned and coordinated town storming activities in niche market to improve merchandizing and induce trial
Developed the firstever Danedar Sachet campaign to safeguard the brand’s share from competition’s
Developed the packaging of Danedar Double Chamber Tea Bags.
KHUSHNOOD M. MARKETING&MARCOM SPECIALIST
K H U S H N O O D M I R Z A
OGILVEY & MATHER – INTERFLOW COMMUNICATIONS – PAKISTAN
ACCOUNT DIRECTOR DECEMBER ’ – OCTOBER’
Supervised the biggest client of the agency – Pakistan Tobacco Company British American Tobacco. Supervised the
development of advertising campaigns of Capstan, Gold Flake and Embassy brands. The Gold Flake campaign helped
touching billion sticks hallmark.
GREY WORLDWIDE – PRESTIGE COMMUNICATIONS – PAKISTAN
ACCOUNT MANAGER FEBRUARY’ – NOVEMBER ’
Project Leader – Pakistan for the biggestever international IntegratedMedia campaign of John Player Gold
Leaf—the VOYAGE OF DISCOVERY; a big success that attracted more than . million entries from all over
Pakistan this was a record turnover in the BAT network.
Also developed & deployed brand communication strategies for Glaxo SmithKline Macleans, Iodex, Eno and
other ethical products.
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