About
I work in strategy, insights and analytics. Over the past ten years I have worked in gaming, packaged goods, quick service restaurants, pharmaceuticals and market research, across Asia Pacific and the Middle East and North Africa.
Most of my work involves the same problem in different forms. A team has a decision to make, the evidence for it is incomplete or spread across places that do not talk to each other, and somebody has to assemble a view they can act on. Depending on the situation that has meant consumer research, a pricing model, a reporting system, or building a tool that did not exist yet.
I studied Economics at LUMS, Finance and Investment at Nottingham, and completed an MBA at INSEAD in 2024.
What I work on
Consumer and market insights
Consumer profiling, brand positioning, price and pack architecture, assortment and segmentation. Designing research and turning it into decisions that brand and commercial teams can act on.
Strategy and operational improvement
Market entry, growth planning, P&L and unit economics modelling, operational improvement through analytics, revenue stream generation, and investment feasibility.
Analytics and purpose-built tools
Data pipelines and executive reporting, dashboards, econometric analysis, Language and Sentiment Processing, and building other tools where no suitable product exists.
Experience
Full CV →- Riot Games
- Insights, Analytics and Strategic Projects Manager, Publishing Operations APACSingapore, 2025 to 2026
- Mondelēz International
- Manager, Shopper Insights, Retail Strategy and Analytics; Manager, Consumer Insights and AnalyticsMENA, 2021 to 2023
- McDonald's
- Consumer and Business Insights LeadPakistan, 2018 to 2021
- Pfizer
- Country Lead, Business Analytics and InsightsPakistan, 2017 to 2018
- Nielsen
- Senior Executive, Retail Marketing and StrategyPakistan and UAE, 2015 to 2017
Outside work
I write short fiction, one of which was recognized by the Salam Award in 2021. I also like running long distances (finished two marathons so far), and spend as much time outdoors as the calendar allows.