Inside the CEO Circle: Turning Purpose, Capability and Strategy into Growth

The objective is clear:
“To move from learning events to a learning culture. Building marketers who drive business growth.”

As businesses navigate rapid change driven by technology, evolving consumer expectations, and increasing pressure to perform responsibly, leadership today faces a defining challenge: how to turn intent into impact. It is no longer enough to talk about purpose, sustainability, or growth organisations must build the capability to deliver all three, consistently and at a scale.

This was the central theme of the CEO Circle, an industry dialogue that brought together senior leaders to explore how businesses can align purpose, capability, and performance in a rapidly evolving marketing landscape.

The session was opened by Farheen Salman – CEO Food Division, Ismail Industries. and Qamar Abbas – Executive Director, PAS, who set the context by highlighting a shared industry reality: while ambition is high, execution often falls short. Without the right talent, systems, and leadership mindset, even the strongest strategies risk remaining confined to presentations rather than driving real business outcomes.

The Challenge: From Strategy to Execution

Across industries, marketing teams are under pressure to deliver measurable growth while navigating increasing complexity, from AI and data to fragmented consumer journeys. At the same time, expectations around purpose and sustainability continue to rise.

The challenge, as discussed, is not a lack of ideas or frameworks, but the ability to embed them into everyday decision-making. Bridging this gap requires sharper focus, stronger capability, and leadership that understands how to balance short-term performance with long-term value creation.

Optimizing Marketing for Impact
The discussion on optimizing marketing effectiveness was led by Abrar Hasan – CEO National Foods, who addressed how organisations must rethink efficiently and decision-making in today’s complex ecosystem.

Rather than optimisation being viewed purely through the lens of cost, the conversation emphasized clarity and impact, aligning marketing investments with business objectives, using data meaningfully, and building systems that enable confident, informed decisions. In an environment where marketers often operate amid uncertainty, optimisation becomes a critical lever for sustained performance.

“We should embrace AI and use it responsibly as a tool for research and learning.” – Abrar Hasan

Driving Brand Growth at Scale

Amir Paracha – Chairman & CEO Unilever Pakistan, led the conversation on brand growth, sharing perspectives on how brands can remain relevant, resilient, and competitive at scale.

The session reinforced that sustainable brand growth is driven by consistency of purpose combined with adaptability to changing market dynamics. From innovation to execution, the focus remained on building brands that deliver commercial performance while strengthening long-term equity and trust.

Growth, it was emphasized, is not the result of short-term tactics alone, but of deeply understanding consumers, culture, and the value a brand brings to people’s lives.

“Purpose-driven marketing lies in striking the right balance between meaningful impact and sustainable profit.” – Amir Paracha

Capability Building: Strengthening the Foundation

The focus then shifted to capability building, presented by Farheen Salman, who highlighted one of the industry’s most persistent challenges, attracting, developing, and retaining talent that can translate strategy into results.

As marketing continues to evolve at pace, shaped by AI, data, and new operating models, capability building must move beyond isolated training sessions. This perspective reinforced PAS’s long-term commitment to institutional learning through initiatives such as the PAS Learning Academy, designed to equip marketers and leaders with future-ready skills.

“Without the right talent, even the best strategies remain just PowerPoint slides.”

Purpose with Profit: Making It Real

Building on these themes, Qamar Abbas presented the broader proposition of Purpose with Profit, reframing purpose not as a parallel agenda, but as a core driver of performance.

By valuing financial, human, and natural capital together, organisations can unlock more resilient and responsible growth. When purpose is embedded into a company’s DNA, it moves beyond storytelling and becomes a source of credibility, trust, and competitive advantage, strengthening both business performance and societal impact.

From Insight to Collective Action

The CEO Circle continues to position itself as more than a forum for discussion. It is a platform designed to turn insight into action, through shared learning, collaborative initiatives, and leadership-led engagement.

As PAS and the CEO Circle look ahead, the focus remains on deepening impact across purpose, capability, and growth, while fostering a collective commitment to building stronger businesses and a more future-ready marketing industry.

Because this is not just a platform.

It is a collective movement of leaders shaping what comes next.