Zeb Qamar

Experience

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  Carat

  Jan 2010 - Dec 2012

  Media Planner & Analyst

  Managed integrated media planning for Jazz Telecom (formerly Mobilink), actively contributing to new initiatives and pioneering industry-first projects.Conducted a groundbreaking telecom industry-specific survey, delivering valuable insights utilized by brand, pricing, and media teams to reinforce market leadership.

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  UM Worldwide

  Jan 2013 - Jan 2016

  Earned a double promotion by driving significant business growth, increasing billings, achieving client and agency KPIs, and fostering strong client relationships. Successfully led Warid Telecom to meet all media KPIs from 2013 to 2015, enhancing its growth and establishing strategic media leadership within the telecom category.

  • Senior Manager Strategy, Planning & Buying

    Jun 2014 - Jan 2016

  • Assistant Manager Strategy & Planning

    Jan 2013 - May 2014
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  Omnicom Media Group

  Jan 2016 - Jun 2021

  Head of Planning and Strategy

  Consistently achieved media KPIs for five consecutive years for Reckitt, one of Pakistan's most cost-sensitive and demanding clients, delivering an overall 11% pricing improvement which was 70% lower than CPG benchmarks while meeting quality media metrics.Launched the pioneering Live TV Daraz (Alibaba) 11.11 Shopping Festival in Pakistan, facilitating a significant shift from offline to online commerce and setting a benchmark in the industry.Successfully managed and propelled the growth of digital brands, including UBER, Daraz (Alibaba), and EasyPaisa (Telenor).Spearheaded business pitches and media contract negotiations for global brands, successfully responding to RFI/RFPs and securing and maintaining key accounts such as Reckitt, UBER, Alibaba, and Ferrero International. Show less

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  Starcom

  Jul 2021 - Oct 2021

  Head of Buying - Corporate

  Led strategic management and execution for over 15 local and international brands, overseeing business pitches, pricing strategies, and media KPI management.Successfully managed an annual budget exceeding $12 million, developed innovative buying strategies that optimized media investment and enhanced brand performance.

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  Publicis Media

  Nov 2021 - Jul 2023

  Client Relationship Director

  Led relationships, planning, strategy, and digital (social, search, data, and performance) for Nestlé Pakistan, overseeing an annual budget of $16 million.Managed a portfolio of 20+ brands, ensuring effective allocation of annual budgets across various paid and owned media channels.Successfully transitioned one of Pakistan's largest media businesses, achieving a 25% cost improvement in the first year by optimizing online CPM, CPC, CPL, CPV, and TV.Delivered industry firsts for Nestlé, including e-retail media activation, VRC 2.0, Sub-Geo, BI Hub - MediaNest, and Touchpoints POE studies.Accelerated the test-and-learn agenda by driving 15+ digital experiments in 2022, resulting in increased brand lift and improved media efficiencies.Implemented Nestlé's BBNW 4.0 framework in Pakistan, enhancing efficiency and effectiveness across multiple brands. Show less

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  EssenceMediacom

  Jul 2023 - now

  Business Director

  Lead SEA markets and three cross-functional, geographically dispersed teams for Mars Pet Care, overseeing a total CAT budget of $6-7 million per annum.Manage a $5 million annual budget as Market Lead for Mars Wrigley, Richemont (comprising eight maisons), Jobstreet and Xiaomi.Increased process efficiency by 40% through reorganizing workstreams, centralizing planning and execution, and automating reporting cycles.Develop machine learning-based predictive analytics models to enhance media performance by reducing planned vs. actual performance gaps, achieving a 10%-15% cost reduction, and setting the stage for further improvements in engagement and conversion metrics. Engineered and implemented media sufficiency principles by defining minimum and maximum campaign and platform-level thresholds, backed by data-driven marketing models and cross-platform optimization studies, currently forecasted to deliver 61% effectiveness.Initiated an analytics-based market entry strategy utilizing uplift modeling to identify prospective audiences using digital signals, with the model currently forecasted to deliver increased conversion rates and customer engagement.Improve client relationship and performance evaluation survey scores by 40% in the first year, significantly boosting client satisfaction.Increase adoption of first-party data audiences to achieve cost reduction, with notable improvements in quality metrics. Show less