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Dubai, United Arab Emirates (UAE)
Speaks English, Pashto, Urdu

Corporate Strategy & Brand Engagement | Diversity & Inclusion | UN Women Task Force | Best-Selling Author

A global corporate change leader and marketing executive, I partner with companies at the intersection of analytics-driven decision making and cultural empathy, to provide tools for accelerated growth.

I use the power of storytelling to create strong marketing and portfolio commercialisation strategy, engage multi-regional teams in challenging environments and adopt new, disruptive and non-traditional ways of accelerating growth.

My expertise is based on leadership roles with Unilever, Mondelez International, Groupe Bel and The Hershey Company - across Asia, Australia, the UK, China, Russia, North Africa and the Middle East.
Through insight mining and strategic agility, I have enabled iconic consumer brands at these companies to revolutionize their marketing and portfolio approaches.

Successes include:

? Reimagined Hershey’s EMEA commercial strategy in under a year, including Board-level buy-in

? Conceptualized and co-created the The Lux Style Awards, which remains the largest awards event held annually in Pakistan since 2001

? Co-created the first daycare center at Unilever, globally

Known for moving the needle on gender equality, my powerful IWill platform is being recognized as being of forefront of this important gender paradigm shift. Just as with other business opportunities that require change, I focus on key priorities like clear objectives, strategic alignment and buy-in from the leadership down.

I am a member of the UN Women Leaders Taskforce and the Queen’s Young Leaders’ Programme Mentor (University of Cambridge).

A CPG, retail and e-commerce conference speaker and host, my topics include the mobile mind shift and multichannel retailing in the digital age, as well as organisational agility. I am also a Wall Street Journal Opinion Leader and contributing writer to the best-selling book, “Driven” with success expert, Brian Tracy. My 2015 young adult novel, “The Bubble Kids,” is a heroic tale that takes place in post-9/11 Pakistan.
Questions I can answer:
Corporate Strategy and Engagement
Gender Parity in the workplace
Innovation and Portfolio commercialisation; Go to market strategy
Insights and research


Founder ►Custom Marketing Processes | Insight Mining & Strategy | Diversity, Disruption & Innovation

2016 - Present (6 years, 1 month)
We work with you to shift mindsets for seemingly impossible growth solutions.
We support leaders across key industries and geographies with insight-based go-to-market solutions and portfolio-innovation roadmaps that will help them navigate the market and seize critical business opportunities ahead of competition. Our global and regional clients portfolio covers industries such as consumer, food, pharma, infant nutrition and culture.

In essence, we are business storytellers. Through a mix of insight-based and analytics-driven tools, we help clients connect the dots and unearth “Aha!” moments in an engaging and interactive manner that results in Marketing & Innovation and winning G2M strategies aligned with growth. This in turn creates an agile, forward-facing, ROI-driven organizational culture.


CEO ►A Unique Global Gender Parity Platform Developing Women Leaders & Driving Accelerated Growth

2016 - Present (6 years, 1 month)
You’re in charge of your own future, and we’ll help you.
We are experiencing a tectonic shift across industry related to gender, with organisations actively setting gender diversity targets for the next few years and decades to come. Businesses are embracing the fact that gender parity in the workplace is not only a moral challenge, but a critical step towards organisational agility in a digital, industrial future.

Enough talk. Let's start the change.
IWill Consulting has created the world’s first comprehensive portal,, to address workplace gender-disparity with a view to c-suite parity for the global F100 by 2030.

Our systematic approach is unique: Rooted in facts, measurable through embedded conventional and scientific tools, and most importantly: built on the premise of engagement via empathy. How? We make gender-parity personal for each and every one of the employees involved. That makes them committed to giving their best.

By further proving the connection between addressing workplace gender-disparity and building organisational agility, we leverage leadership support for a sustained mindset shift across the organisation, with a focus on training and educating the crucial middle management level. We then communicate the positive results internally and externally.

★ IWill has gained interest and support from gender-parity advocates around the world, as well as from the UN Women Council.