Full Circle of Impact: Sobia Samad Khalid Returns to Jazz as VP Brand Experience

We’re delighted to share that Sobia Samad Khalid has rejoined Jazz as Vice President, Brand Experience.

Sobia brings a rare mix of strategy, creativity, and empathy, shaping brand vision, aligning teams, and leading high-impact initiatives across telecom, tech, and financial services.

Before rejoining Jazz, she served at BAT as Area Head of Digital Experience, Central Europe, driving digital engagement across 10 markets and enhancing e-commerce and loyalty programs. Earlier, as Consumer Marketing Lead, GBS APMEA, she helped establish BAT’s shared services hub in Pakistan, building systems and teams that champion collaboration and excellence.

At Jazz, Sobia earlier led as Head of Brands, strengthening Pakistan’s only billion-dollar brand and elevating its digital leadership. Her earlier roles at Teradata, Ufone, Mobilink, and Union Bank further reflect her deep expertise in brand strategy and consumer insight.

Her return marks an exciting new chapter for Jazz, one defined by creativity, connection, and bold brand leadership.

Congratulations, Sobia and Jazz.