Muhammad Omer Emran

Cell: +92300 8690729. E-mail: omeremran@mobilink.blackberry.com,

omeremran@hotmail.com

Professional synopsis
Experience of 8.5 years balanced between Advertising, strategy development, brand
management, trade marketing and Brand activation. Expert in taking critical business
decisions and delivering business bottom line. Innovations, project management
skills and working with multi-cultural teams are key strengths.

British American Tobacco

2005 - Present
Presently working with BAT Pakistan (PTC). Country’s largest FMCG with an annual
turnover of USD 700 million. Part of the Trade Marketing & Business Development
team based at the head office.
BAT - Marketing Communications Manager
April 2009 to date
Islamabad

• Leading 'Project Skywalker', largest BTL activation project in Pakistan’s brand

activation history. Managing 1,477 Brand Ambassadors and national
consumer communication structure, with budget outlay of Rs. 375 million.
• Responsible for developing and integrating portfolio communications strategy.
• Integrated Customer Relationship Management with digital touchpoints and
brand cycle activities, mapping top 1,400 retail outlets onto merchandising
management program.
• Directly managing back-end digital communications Agency and BTL Agency,
successfully delivered first integrated SMS campaign for Dunhill and John
Player Gold Leaf.
• Developed Business Process Outsourcing structure for 'Project Sky Walker',
engaging and managing
key internal stake holders and Executive Committee of the Board.
• Successfully developed specialized ‘One Window’ service Agency, facilitated
in building capabilities like Call Center, SMS Marketing platform, and website
platform.
• Formulated 3 year strategy and road map for marketing communications,
cascaded to Marketing Leadership Team.

BAT- Area Manager Marketing

November 2007 – April 2009
Multan
• Implemented ‘Consumer Dialogue through Retail’.
• Lead team member in ‘Distribution Excellence Phase III’ national project.
• Consolidated National Trade Marketing Operational Plan for 2009.
• Re-vamped Urban and rural footprints of Area, maximizing growth from
-0.52% to 9%.
• Development projects improved Retail Audit indicators substantially.
• Designed, implemented and managed regional consumer promotion for Gold
Flake aimed at increasing trail amongst competition franchise.
• Awarded ‘Lister/fast track’ ranking by the Talent Committee in Q4’ 08.

BAT- Assistant Brand Manager – Gold Flake.

September 2006 - November 2007
Islamabad
• Responsible for managing advertising agency creative output and campaign
briefs.
• Initiated multiple research projects, covering new product development
testing, Simulated Test Marketing (STM), segmentation studies, General
Consumer Survey (GCS) and Brand Communication.
• Worked on Gold Flake’s brand authorship project, defined project protocol for
Agency.
• Assisted Brand Group Manager in developing business case for Gold Flake new
variant.
• Delivered successful roll out of Gold Flake’s consumer promotion with a
budget of Rs.86 million.
• Centrally managed all on-ground BTL activities, including 6 national and 15
regional events.
BAT- HoReCa Executive
March 2005 - August 2006
Karachi
• Implemented and managed B&H consumer engagement programs, including
high-end consumer
Interaction programs, data-base marketing and B&H music platform.
• Designed and implemented Dunhill launch activities nationally.
• Grew HoReCa business base, capturing 90% of all High-end restaurants.
• Planned and executed ‘Staff Incentive Program’, exceeding all launch
objectives.
• Developed, planned and conducted first of its kind ‘Manager Training
Program’.
• Successful in retaining 100% of all HoReCa accounts during competition brand
Marlboro’s launch.
• Adapted Global HoReCa ‘Outlet Valuation Toolkit’ according to local market.

Geo Television Network

Associate Manager Brand Activation
July 2004 – February 2005
Karachi
• Executed ‘Out Of Home’ strategy for various programs, packages and Soaps.
• Introduced concept of media merchandizing with emphasis on direct
marketing.
• Worked with Events Unlimited on out door media plan for the year 2005-06.

Prestige Communications
Group Account Manager
October 2001 - July 2004
Karachi
Clients managed: Pakistan Tobacco Company, GlaxoSmithKline, Pizza Hut
• Worked as concept development lead on GSK consumer division projects.
• As Account Executive, completely managed and led TTL advertising
campaigns for John Player Gold Leaf’s ‘World Adventure’ campaign.
• Worked closely with Brand team in analyzing research data, and revitalization
 of Macleans.
• Successfully pitched and executed Key Accounts promotion for Benson
&Hedges.
• Supervised and executed 06 local Television Commercials.
• Worked with Grey World Wide U.K. and Malaysia to extract relevant learnings
and strategic imperatives, facilitated research agency in developing pre-
launch testing models.

Professional development
Effective Leadership Program Feb – Galle, - Sri Lanka 2009
Leadership Adventure – ‘Out Bound’ - N. Areas 2008
Personal Leadership skills development - Islamabad 2007
HoReCa Channel strategy workshop - Dubai 2006
HoReCa study tour – BAT Taiwan - Taiwan 2005
Media Management in Pakistan - Karachi 2004
Global Advertising Trends - Karachi 2003
Grey Worldwide business competencies - Karachi 2003

Education MBA – Marketing

College of Business Management, Karachi. 2001.
.
Interests Reading, military history, Cricket. DOB: 21st November 1976