Humza Mahfooz

Experience

• 

  Ufone

  Feb 2007 - Apr 2007

  Intern
• 

  Dentsu-Evernew Concepts (a company of Evernew Group)

  Apr 2011 - Jul 2011

  Intern
• 

  DawnNews TV

  Aug 2011 - Oct 2011

  Intern
• 

  Mobilink

  Apr 2012 - Jun 2012

  Intern
• 

  Red Tape Media

  May 2013 - Jun 2014

  Assistant Marketing Manager

  Developed Digital Out of Home (DOOH) communication/brand activation strategies for various clients whilst assisting Red Tape in becoming pioneers of DOOH solutions by setting up Pakistan's first digital advertising screen network.

• 

  Dawlance Group of Companies

  Jul 2014 - Jan 2016

  Marketing Communications Lead

  Led marketing initiatives through close collaboration and coordination with BTL, Digital, PR, & Creative agencies. Managed category specific communications for Food Care, Fabric Care and Home Care spanning over TV, Radio, Digital and Print mediums.Achievements• Played an instrumental role in exposing Dawlance to E-Commerce• Launched a series of three innovative automatic washing machines through (IPDP – Integrated Product Development Process).

• 

  Unilever

  Feb 2016 - now

  As a founding member, established & monitored the user funnel from scratch, ensuring strong online/offline brand awareness,enabling Munchies to become Pakistan's first Q-Commerce platform & grow exponentially while retaining customers.Achievements:•Aligning marketing objectives with Executive Leadership, Growth, Brand, Product, Strategy and other XFN team leads to discuss priorities and identify areas of opportunity where to provide value through insights and data•Built power user base with a 30% MoM Retention•Built a sustainable acquisition engine by reducing CaC 10% MoM•Improved Unit Economics by improving 40% AOV in 1 year•Ensuring on avg 40% promotional budget through partner funded TTS and maximizing the investment efficiency of the marketing budget (ROMI)•Building and leading a team: hiring, mentoring and developing 8 FTEs Show less Developed winning in-store solutions nationally to deliver company ambition while managing complete advertising and promotion budget through effective planning and execution of strategies to support overall trade channel along with digitization of data management of all Unilever permanent assets along with JVCs through geo-tagging of stores.Achievements:• Global Selling With Purpose Award 2018• Shopper Marketing Forum: Contributed in designing omnichannel strategies for the connected shopper• Increased visibility scale by 200% by bringing minimum of PKR 40 Million cost avoidance through reutilization and introduction of cost effective POSM Show less Pioneered in setting up neuromarketing lab in Pakistan and provided category teams/retailers with in depth Pakistani shopper insights, global marketing models and right technological tools like Eyeball Tracking, Virtual Reality and Neuromarketing (EEG, GSR, Pulse, Facial coding etc.) needed to develop shopper and consumer driven plans which are more likely to succeed.Achievements• Global Customer Insight & Innovation (CiiC) Star 2016• CiiC South Asia cluster lead• Singlehandedly developed Neuro-marketing skills for Unilever Pakistan Show less

  • Digital Marketing & Media Lead BW , Demand Creation Lead Tresemme

    Jan 2025 - now

  • Senior Brand Manager - TRESemmé & Dove

    Feb 2024 - Jan 2025

  • Brand Manager - TRESemmé & Dove

    Apr 2022 - Feb 2024

  • Head of Marketing - Munchies

    Jan 2020 - Mar 2022

  • Digital Transformation (Financial Inclusion)

    Jan 2020 - Jan 2021

  • National Visibility & CiiC

    Dec 2017 - Jan 2020

  • Customer Insights & Innovation Center- CiiC (Neuromarketing)

    Feb 2016 - Dec 2017
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  Institute of Business Management

  Dec 2016 - May 2024

  Visiting Faculty