Experience

• 

  Dhs international

  Apr 2012 - Jun 2016

  Assistant brand manager
• 

  Beautybar

  Sept 2015 - Apr 2021

  Founder
• 

  Jehan

  Aug 2018 - now

  Founder

  - Embarked on a mission to celebrate and preserve Pakistan's local handcrafting skills by founding and launching Jehan, a statement jewelry brand. Jehan's pieces are a harmonious fusion of traditional heritage and contemporary elegance, showcasing the artistry and craftsmanship of our rich cultural legacy. - Established end-to-end local and global operations, overseeing production, warehousing, and shipping processes, resulting in an annual revenue of PKR 20 million. Currently, serve in an advisory capacity to the executive team, providing strategic guidance and insights.- Streamlined Shopify's inventory management system to effectively manage 1000+ articles, reducing stockouts and ensuring efficient and timely order fulfillment, leading to a decrease in shipping times by 3 days. - Developed strategic partnerships with influencers and fashion brands to create tailored content for our customer base and driving a monthly average growth of 9.7% in social interactions. Utilized negotiation skills to achieve a 20% cost reduction across supply contracts while ensuring high-quality standards.- Collaborated with Khaadi, a renowned fashion brand, to showcase our products at their selected outlets across Pakistan, resulting in an increase in brand visibility and a 25% boost in sales within the partnership period.- Secured brand representation at prestigious events such as Cannes Lions & TIFF, showcasing our global relevance and steadfast commitment to storytelling and visual excellence on an international stage Show less

• 

  Philip morris international

  Oct 2021 - Apr 2022

  Project lead
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  Majid al futtaim

  Jul 2023 - now

  - Oversee the sourcing and management of strategic partnerships with key beauty suppliers and brands, ensuring product selection aligns with both consumer demand and business objectives. - - Formulate and execute category strategies that drive product assortment, pricing, and promotional initiatives to achieve sales and profitability goals. - Continuously monitor market trends, consumer behavior, and competitor activities to maintain a competitive and relevant product offering. - Curate a well-rounded and diverse portfolio, balancing established brands with emerging trends and exclusive products tailored to target audiences. - Foster strong supplier relationships, negotiate optimal terms, and ensure timely product delivery to maintain inventory levels and mitigate supply chain risks. Show less - Develop and implement strategic frameworks to optimize operations in 7 Myli stores across the region to drive sales and operational excellence, resulting in an overall EBIDTA of 27%- Lead a team of 32 passionate women across the region, overseeing day-to-day store operations with a focus on maximizing sales potential and delivering exceptional customer experiences.- Use data driven insights to develop tailored category planograms, strategically showcasing profitable products leading to an increase in the average basket value from PKR 1200 to PKR 1750. - Develop SOPs for continuous assortment rationalization to bring down the inventory levels from PKR 89M to PKR 63M by phasing out items with low sales and profitability. This 29% optimization in inventory levels reduced the store Days Sales of Inventory (DSI) to from 112 to 72 days.- Act as a vertical liaison between internal and external stakeholders to drive successful new product launches, brand introductions, and strategic initiatives initiatives Show less

  • Head of Sourcing

    Sept 2024 - now

  • Head of Operations

    Jul 2023 - now