Qashif Effendi

Chief Executive Officer

qeffendi@gmail.com

Summary
MBA with over 20 years experience of working at CEO, Director and General Management positions in top
multinationals in the MENA and South Asia regions. Sectors include FMCG, Consumer Durables, Industrial
Products, Public Utility, Petroleum and Education. Areas of specialism include:
Extensive experience of General Management, Marketing, Sales and Operations in leadership roles across
several diverse industries, categories and geographies
Strategic development, review, planning and analysis
Exploring business investment opportunities, conducting feasibility studies and business valuations
Profitable and Sustainable growth of businesses and brands across diverse industries
Distribution and Sales Channel Development experience in urban and rural settings
Spearheaded several successful Company/Brand turnarounds
Expertise in Brand Architecture and Identity Creation, Brand Re-positioning, Managing Brand Health Check
Monitors (such as Consumer Panel, Retail Audit, Brand Equity Studies, Media Planning etc)
Corporate Communications know-how, with hands-on experience of Public Relations (PR) and Corporate
Social Responsibility (CSR)
Over 13 years of teaching experience with the most reputed Business Schools and Universities in Pakistan
with over 4,000 students all over the world

Specialties: General Management, Marketing, Sales, Communication, Consulting, Education

Experience
Chief Executive Officer at REEM RICE MILLS (Pvt.) LIMITED
June 2015 - Present (1 year 10 months)
Recruited internationally to lead an ailing joint venture between two giant food companies, Al Ghurair Foods
UAE and Al Mayar Foods, KSA. Reem Rice Mills (Pvt.) Ltd was set up in the mid-90's in the heart of the
paddy growing area of Punjab. Over the years, RRM established its name as a quality producer of exportable
rice primarily Basmati with exports to GCC & European markets.
Reporting to the shareholders in KSA and Dubai. Achievements to date include:
# Aligned the entire team to ensure fiscal budgets are in line with market realities and shareholder
expectations.
# Cost cutting measures to stop the bleeding of the organization.
# Plant & Machinery improvements to increase head rice yield and enhance productivity.

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 # Data management improvements providing accurate and timely information aiding to make informed
decisions.
# Restructuring of working capital by attracting new banks and reducing reliance on shareholder guarantees.
# Liquidation of old stocks and repayment of all outstanding loans.
# Website re-launched (www.reemrice.com) with an export based outlook and moving from trading to
branding mindset.
# Quality management system revamped to ensure consistent quality and guaranteed customer satisfaction.
# New business developed with record orders of Brown rice from Europe and 1121 Steam orders from GCC.

Group Head Sales and Marketing at Abu Dhabi National Industrial Projects Co.
April 2010 - December 2014 (4 years 9 months)
As part of the Senior Management at ADNIP, this role has to provide strategic guidance across the
subsidiaries of the ADNIP group and has overall responsibility for the delivery of sales and marketing results

ADNIP is a privately owned industrial holding company with four subsidiary companies including Abu
Dhabi National Paper Mill (jumbo tissue paper), Abu Dhabi National Carpets (tufted and woven carpets),
Abu Dhabi National Medical Devices Co. (primarily auto disable syringes) and Business Enterprise
Solutions (consultancy).

Key Responsibilities and Achievements:

# Re-branded the entire ADNIP Group including its four subsidies (www.adnip.com)
# Developed sales and marketing plans for the subsidiaries and supported its delivery. Overall group sales and
net profits have grown double digit year on year
# Spearheading innovation, NPD and NBD into prospecting new product and business opportunities at Group
and Subsidiary level leading to diversification and expansion
# Creating a new brand identity, brand key, architecture and relationship spectrum for ADNIP and its
subsidiary companies and implementing it across all communication collaterals
# Hired the marketing and corporate communications team and trained them to implement the re-branding of
ADNIP and its subsidiaries. Managing a group of 16 people directly
# Supporting business development through profitable expansion of subsidiary businesses in new markets
through geographic expansion and evaluation of business partners across geographies
# Attending the monthly GM meetings chaired by the CEO to review progress on monthly plans
# Nominated and approved as a Board member of Abu Dhabi National Medical Devices Co. (by ADNIP and
NNE Pharmaplan, the two shareholding companies)
# Negotiated a contract worth US $1.2mn for the supply of Auto Disable Syringes to the Immunization
Program of Ministry of Health in Pakistan

Chief Executive Officer at 180 Degrees

September 2008 - March 2010 (1 year 7 months)

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 Started a consulting firm with a unique concept of working from inside an organization in a functional
capacity to achieve 180 degrees of results.

Some of the key roles which I undertook to help turnaround companies and brands included being the Group
Marketing and Communication Head, KESC (an Abraaj Capital equity takeover project) and Vice President
of Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology.

Since Abraaj Capital acquired a key stake in Karachi Electric Supply Company (KESC), I was hired as part
of a team of Executive Directors responsible for the turnaround of the ailing public utility.

Responsibilities and achievements included:

# The entire marketing and communications plan including an elaborate PR and CSR plan was designed and
implemented
# Extensive research conducted to assess the company value chain and needed proposition to meet customer
needs
# Hiring and training a team of brand and corporate communications experts helping in restructuring of
KESC
# Timely and accurate information dissemination resulting in improved media relations
# Several NGO and Multinational partnerships were initiated with Acumen Fund, Philips, Indus Earth and
The Citizens Foundation
# Energy conservation drive, the first of its kind for KESC, was launched in partnership with the City
Government of Karachi
# Key interviews arranged for the top management in all leading TV Channels and News papers

Besides KESC, undertook a number of consultancy projects across various sectors. Notable projects included:

# Brand turnaround of Tetley which was declining since my departure in 2008. Arrested the decline and
launched a new Sku
# Brand Loyalty research for Adamjee Insurance and brand equity study for Shan foods
# Organization restructuring at Szabist as Vice President
# Developed a new brand identity for Dollar Stationers and Liberty books

Commercial Director (Middle East and Pakistan) at Tetley

December 2004 - August 2008 (3 years 9 months)
Responsible for scouting commercial opportunities for Tetley in the MiddleEast and worked on the launch
plans for Egypt, Saudi Arabia and UAE.
In addition, also looked after the Pakistan business as General Manager Marketing, Sales and Operations.
Responsibilities and achievements included:
# Worked closely with the Olayan group in KSA and Al Mansour group in Egypt

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 # Developing the entire launch proposal for entry to the ME region which was approved by the Tetley board
the same was used in the launch subsequently
# Appointing the advertising agency for KSA and UAE through an extensive pitch process which included
Y&R, Promoseven and Intermarkets
# Part of the global think-tank responsible for re-positioning the Tetley and Good Earth brands worldwide
# Pakistan business became the 4th largest market for Tetley worldwide under my stewardship
# Managing and training a team of nine including brand manager, trade marketing manager, business
development manager, institution sales manager, supply chain manager, factory manager, blend development
consultant, quality assurance manager, and the national sales manager
# NPD responsibility. Successfully launched new formats, variants and SKUs across the nation
# Ensuring that we were producing to forecast and building-in the appropriate flexibility to the operation so
that they were able to adapt to forecast changes
# Delivering the appropriate quality and monitoring the same through consumer taste tests
# Operating at the lowest cost in terms of raw, packaging, labour, overheads, inventory & fixed assets
# Efficiently managing inventories of materials and finished goods
# Meeting local health and safety legislations
# Restructuring the entire sales department and personally visited over 100 towns. Met with all leading
distributors and sales team members to appraise and inspire them with the turnaround plans

Marketing Manager (Beverages) at Unilever

November 1999 - November 2004 (5 years 1 month)
Brooke Bond Supreme became the leading brand of Unilever Pakistan and the highest selling tea brand in
Pakistan under my stewardship. Also turned around Dalda Cooking Oil as part of the Spreads and Cooking
Category team in the year 1999 and 2000
Responsibilities and achievements included:
# Developing and implementing annual marketing and sales plans and overall profit and loss responsibility
for the brand. Sales and profits grew 40% making it the largest tea brand of Pakistan
# Responsible for managing two assistants on the brand namely Brand Manager and Brand Activation
Manager
# Championing the IPM (Innovation Process Management) funnel leading to successful NPD
# Developing and implementing integrated brand communication to leverage the brands positioning
# Market intelligence gathered on competitors through primary and secondary sources
# Conducting sales promotions and activations to grow the brand. The largest and most successful consumer
promotion Gumshuda Chabi Kee Talash (Hunt for the lost key) in the history of Unilever was developed
and implemented. Over 2mn entries were received and 20% increase in sales was achieved
# Monitoring brand health check monitors on a periodic basis such as Brand Pyramid, Advertising Tracking,
Brand Loyalty Index, Brand Equity Studies, Taste Tests, Habits and Attitude Studies

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 # Obtaining consumer and trade insights through research tools such as consumer home visits, trade visits,
consumer panel, focus groups, in-depth interviews, retail audit, implicit mapping and communication
channel planning
# Thematic campaigns that stretched the conventional boundaries and achieved breakthrough results for e.g.
branded songs titled Supreme Ishq and branded sitcom titled Supreme Family Front
# At a time, over 200 towns were activated with direct consumer contact
# Trained as a Professional Coach by a UK firm and appointed as Head Coach, Unilever Pakistan

Marketing and Sales Manager at Philips

March 1996 - October 1999 (3 years 8 months)
Joined Philips in 1996 and promoted as the youngest Marketing and Sales Manager.
Responsibilities and achievements included:
# Responsible for the overall marketing and sales of the company. Reporting directly to the Managing
Director.
# Managing a group of nine including three product managers and six sales managers.
# Initiated and executed marketing and sales plans for all products under the Whirlpool brand range
# Developing and monitoring the annual marketing budgets and ensuring that we did not overspend
# Overseeing the entire brand migration process. Initiated and executed a successful brand migration program
from Philips Whirlpool to Whirlpool
# NPD responsibility. Successfully launched Whirlpool deep freezers, washing machines, microwave ovens
and air conditioners
# Market intelligence gathered on competitors through primary and secondary sources
# Formulated marketing, sales and advertising plans, obtained and analyzed market intelligence, developed
and managed trade incentives
# Launched a new integrated marketing communication campaign for Whirlpool refrigerators
# Negotiated pricing and product contracts with Sanyo Thailand to act as an OEM for Philips Whirlpool
Imported Range.
# Led a group of 80 dealers to a trip of Europe as part of the trade incentives to grow the business
# Produced Pakistans first branded television drama serial Mera Ghar Aik Whirlpool (My house is a
Whirlpool) which aired on National Television. Set the trend of Content Branding in Pakistan
# Successfully differentiated Philips Whirlpool brand from the Master Brand Philips
# Innovative new models and designs launched to differentiate the brand from me-too competitors
# Held and hosted the first National Major Domestic Appliances Marketing and Sales Conference in Lahore,
Pakistan

Marketing Executive at Caltex

January 1995 - February 1996 (1 year 2 months)
Started my career as a Marketing Associate in the Sales Division.
Responsibilities and achievements included:

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 # Prospecting for new retail gas station sites three commissioned as a result of my feasibility proposals
# Preparation and presentation of feasibility reports to the top management
# NPD responsibility. Launched Caltex CX 3 a petrol additive designed to clean the engine and prolong its
life
# Conducted several successful sales promotions throughout the country as part of the Caltex Sales Promotion
Team
# Initiated and led Primary Research into improving Service Standards at Caltex Retail outlets
# Recommendations on improving service standards at gas stations led to several improvements across the
country
# Market intelligence gathered on competitors through primary and secondary sources

Volunteer Experience
Board Member at Sindh Madressatul Islam Board
2004 - Present

Languages
English
Urdu
Punjabi
Sindhi

Projects
Panel Discussion on " Marketing to The Millenials"
May 2014 to Present
Members:Qashif Effendi, Yasmin Zafar, Jamil Mughal, Taher Khan, Yasmin Hyder

Skills & Expertise

Marketing Management
FMCG
Marketing
Brand Management
Consulting
Sales
Competitive Analysis
Marketing Strategy
Market Planning
Market Research
Marketing Research
Business Strategy
Team Management

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Trade Marketing
Strategy
Customer Insight
Consumer Behaviour
Marketing Communications
Distributed Team Management
Key Account Management
Product Development
Sales Management
Strategic Planning
Sales Operations
Market Analysis
Business Planning
Leadership
Advertising
Project Planning
Analysis
Product Marketing
Business Development
Integrated Marketing
B2B
Forecasting
Management
CRM
Media Planning
Key Account Development
Presentations
Corporate Communications
Budgets
Training
Retail
Brand Architecture
Public Relations
Pricing
P&L Management
Team Leadership
Brand Development

Publications
Marketing Review Q2-2011
Marketing Association of Pakistan April 1, 2011
Authors: Qashif Effendi, Dureen A, Zohare Ali Shariff, Humaid Merchant, Omar Abedin, Faisal Sheikh, Sanna
Malik, Muhammad Yasir, Hareem Deeba, Jahanban Tahir

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 Marketing Review thought it appropriate that for this issue, it should take a look at something we have all
talked about many a time, but perhaps not really appreciated the importance of - The Big Idea, its relevance
to marketing and its impact on the bottom line.
Marketing Review Q3 - 2011
Marketing Association of Pakistan July 1, 2011
Authors: Qashif Effendi, Dureen A, Zohare Ali Shariff, Omar Abedin, Quaid Johar, Abdur Rahman, Humaid
Merchant
Marketing seen holistically, is a blend of several specialist areas research, advertising, PR, activation,
promotion, social media and perhaps most importantly, sales and distribution. For at the end of the day, you
can have the right product, run really creative campaigns, conduct out-of-box activations, get third party
endorsement through PR and push the product in half a dozen other ways, but if the product is not available
when the consumer is making that all important purchase decision, everything becomes redundant. This is
how important the sales and distribution functions are. This issue of Marketing Review paid tribute to sales
and distribution by making it the cover theme.

Education
SZABIST
Teacher, Marketing/Marketing Management, General, 1996 - 2010
IBA
BBA/MBA, Marketing Major, 1990 - 1994
Activities and Societies: Marketing gold medalist, Third position holder. Visiting Faculty having taught
Marketing courses to MBA and BBA students (1997-2003)
St Patricks High School
A-Levels, Maths, Accounting, 1987 - 1989
Activities and Societies: Editor in-chief of school newsletter, Active in sports (badminton, table tennis,
baseball, cricket, hockey)
St Paul's English High School
O-Levels, English, Maths, Accounts, 1977 - 1987
Activities and Societies: Active in school debates, sports such as cricket, basketball, hockey, football, snooker,
table tennis
CBM
Visiting Faculty, Marketing, Sales, Management
Activities and Societies: Taught BBA and MBA students (2001-2005, 2008)
Greenwich University
Visiting Faculty, Marketing, Sales, Management
Activities and Societies: Taught MBA and BBA students (2006-2009)

Interests
Teaching marketing courses to BBA/MBA graduates at leading institutes of Pakistan since 1996 (including
IBA, Szabist, CBM, Greenwich and Karachi University)

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Qashif Effendi
Chief Executive Officer
qeffendi@gmail.com

21 people have recommended Qashif

"Qashif is more than just an insightful marketer I met a few months ago. Qashif is a wealth of knowledge and
it's wonderful to talk to him and learn something new! I admire Qashif for the wisdom and heart he brings to
his work and his relationships, personal and professional. The ability to blend the human and the professional
is a business asset with immeasurable value. I feel truly fortunate to be able to brainstorm and exchange ideas
with such a special person."

Joanna Miller, was with another company when working with Qashif at Abu Dhabi National Industrial
Projects Co.

""A gem!""

Mariam Durrani, worked indirectly for Qashif at Abu Dhabi National Industrial Projects Co.

"I found Qashif to be a thorough gentleman and an able professional. He added value to the KESC turnaround
project to the utmost. With the stature that Qashif has, he will most certainly excel in performance at
whichever company/project he works for. I wish him success in his current and future endeavors."

Zahid Chaudhary, worked with Qashif at 180 Degrees

"Qashif is a dynamic marketing specialist with a unique blend of great business acumen, technical prowness
and the highest of work ethics. A true professional, he is imaginative and ambitious with both feet firmly on
the ground. Qashif has a brilliant identification mind and a keen eye for market opportunities and business
strategy. He unfailingly displays the highest integrity and is unstintingly loyal to his profession, employees
and business partners alike. Besides his marketing initiatives, he has always exhibited an advance level of
interpersonal and leadership skills. At the personal level, Qashif is an honest, thoughtful, reliable, and a great
pleasure to work with. A true asset, both, as a professional and a friend."

Naeemuddin Syed, was with another company when working with Qashif at 180 Degrees

"A dynamic and motivated professional."

Zainal Abdin, worked with Qashif at 180 Degrees

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"A professional and thorough Strategic Marketeer and above that a wonderful and humble human being. I
have known Qashif from his days @Phillips/Unilever but only got to know him better while he was @Tetley
Clover courtesy some very productive, insightful and indepth online and personal discussions about Brands &
Marketing. The thing that clearly puts him on top versus the rest is his impeccable and successful track-record
of producing commendable business results that have elevated brands to newer heights never-seen-before.
His success stories travel much faster than him in the corporate circle. Further, he loves the diversity of
experience and likes to maximize his learning curve, whether it is B2B or B2C businesses along with fliar for
coaching and tutelage. All these great features added together makes him a compelling and winning package
at senior level. Any corporate entity vouching for him will have a true worth of a brilliant and competent
personnel. I wish Qashif all the best for his future."

Sheeraz Khan, was with another company when working with Qashif at Tetley

"Know QE for 7 Years now from the Good Old Unilever Days A Genuine honest Person with Great
Leadership abilities, understands marketing and business fuctions and hungry to learn and deliver quality
work of the Highest Order."

M Saqib Haroon, reported to Qashif at Tetley

"Qashif has a rare mix of abilities. He is all at once extremely intelligent, brilliant at networking, practical,
humble, streetsmart and above all A Marketing Guru. His encouragement for his team to think out of the
box and develop fresh ideas is commendable and his enthusiasm to derive a sustainable competitive edge for
the brand is addictive and cult-like. His work-ethic is one of the strongest I have seen, having a mentoring
approach towards all around him. I would gladly leave all I have at stake and join any company that he heads;
blindly assuming that my future career is in good hands. He is truly an asset to any organization in any part of
the world."

Sohrab Arjani, reported to Qashif at Tetley

"A true definition of a "great marketing brain" who always strives to set new trends in business success. Good
is not good enough for Qashif, as his passion is to deliver excellence each time & every time. Never afraid
to except the toughest of marketing challenge, Qashif excels where others tend to struggle. His commitment
to produce positive results inspire others to work harder and achieve business goals. A person with high
integrity who appreciates honesty, trust and transparency. I wish him the very best of luck throughout his
personal & professional journey."

Omer Azeem, was a consultant or contractor to Qashif at Tetley

"Qashif is a passionate business leader, he is a committed to marketing excellence. He is hands on market

player who stays close to the market, competitors, customers and consumers. His role as Marketing Manager
for Brooke Bond tea, the biggest tea brand in Pakistan and biggest brand in Unilever was full of challenges.

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Qashif successfully led brand and market share growth, he led several great onground brand activations
setting new standards. He is passionate for building great brands and brand team. Qashif also shares his
corporate marketing experiences and challenges with his students in business school. He is a visionary and
caring leader who wants to help improve life of unprivileged members of society."

Syed Khalid Noor, worked directly with Qashif at Tetley

"Qashif is one of the few marketing professionals in Pakistan, who actually undertand the world of branding.
He is ever ready to share ideas and work with people. Definately part of my Dream Team. I am sure he will
go far."

Salman Abedin, was with another company when working with Qashif at Tetley

"Qashif and I joined Unilever Pakistan the same day as a matter of fact we concluded our induction program
together. So for 5 years plus at Unilever we knew each other well. Since QE and I worked in the same team
i.e. Beverages, I would describe Qashif as a quick learner, absolutely clear with his vision and values, superb
marketing professional and hands on in the execution. He looks outward when success comes in and looks
inward when problem arise. Qashif is a God fearing and a caring leader... He is definitely an asset to have."

Raheel Rahman, worked directly with Qashif at Unilever

"Qashif and I were together at Unilever where he successfully managed and grew one of the largest brands
in the Unilever Pakistan portfolio: Brooke Bond Supreme. I found him to be extremely proactive and very
focused on growing his brand and launched a number of innovative programmes. He has a true marketing
brain and is also very much in touch with the realities on the ground. As a result his plans are very robust and
always deliver results."

Ali Sherazi, managed Qashif at Unilever

"My interaction with Qashif was limited to hardly couple of months as Qashif switched jobs afterwards; but
what a learning curve it was. Qashif was looked up as a mentor by 'Supreme' account team and not as a client
and every meeting with him was a live marketing lesson. I consider Qashif a celebrity in Pakistan's brand
management industry and he has a cult following of his students, colleagues and peers. I wish him all the
success, and it was a pleasure working with him. I also hope our paths will cross in someway and I will get a
chance to work and learn from him again."

Ashfaq Shah, was a consultant or contractor to Qashif at Unilever

"Qashif has worked under me as Brand Manager Dalda Cooking Oil between 1998 and 2000. At the time,
I was Business Unit Head for the Dalda Division in Unilever Pakistan Limited.Subsequently, Qashif was
transferred and promoted as Marketing Manager in the Beverages Division. I found Qashif to be very

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creative, hard working and having very high integrity.It was a pleasure having him in my team and would
recommend him as a very valuable resource."

Noeman Shirazi, managed Qashif at Unilever

"Qashif is an asset for any organization. Unfortunately, I didnt get a chance to work with Kashif, however,
I am sure, if Qashif was in my team my team would have been a lot stronger. Qashif is conceptually very
strong and with various sales and marketing experiences, he is definitely in a position to lead the commercial
community or organization. Above all, Qashif reflects commendable. I believe a strength that is unparallel to
all other strengths. I would pick up Qashif any day for my team or using his expertise in driving my team"

Khalid Alvi, worked with Qashif at Unilever

"If you were to ask me to describe QASHIF in one word i cant, he can be best decribed as 1. Mr Turnaround
2. Humble 3. Focused on execution. These are 3 competencies which describe Qasif well. He can be put in
any situation and ennvorment and he will quickly adapt. A team player. A complete marketer as i would call
him."

Sarim Alvi, worked with Qashif at Unilever

"Qashif Effandi is highly experienced marketing professional. Due to his dedication, marketing / brand
management skills and indepth understanding of consumer needs we have seen remarkable success, consumer
acceptance and growth in two mega brands of Unilever i.e. Dalda Cooking Oil & Supreme Tea in Pakistan.
He is a great leader and a GOD fearing person and I have great respect for him from the core of my heart. I
wish him all the best in his future endeavours."

Taskeen Islam, worked indirectly for Qashif at Unilever

"It has been 10 years plus since I last worked with Qashif and I am yet to see another Leader like him. His
vision, his dynamism and the ability to lead people in the right direction are simply superb. He is a source of
inspiration to all those who work with him. Qashif is an outstanding professional, high energy and always
willing to help. His focus on delivering outstanding results is evident in his engagements at all levels in the
organization, influencing positive outcomes."

Cyrus Shah, reported to Qashif at Philips

"I have known Qashif to be a well organized and a confident manager at work. His teams are easygoing, well
adjusted and comfortable. They reflect Qashif's style of leadership. A scholar and educationist at heart its
a pleasure to talk and learn from Qashif. His approach to dalogue breaks barriers and helps him engage all
groups. I enjoy my friendship with Qashif that has flourished over the years and wish him luck and success,
which, with him, is inevitable."

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 Muneer A. Esmail, worked with Qashif at Caltex

"Took Brand Management with Mr Effendi and read Brand Leadership by David Aaker as the prescribed text
book. Five stars!"

Imaduddin Khaja, studied with Qashif at IBA

Contact Qashif on LinkedIn

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