PAS represents common interests of advertisers of Pakistan, bringing together marketing, advertising and media professionals to enhance the quality of thought and industry practices by advocacy, championing responsible communication, cutting edge research, acknowledging good marketing and advertising practices. PAS also provides training and enrichment programs across these platforms.
We seek to lead the change of the marketing and advertising landscape for the better, representing members’ interests with other stakeholders like the media, agencies, trade regulatory bodies and the government. We set and champion standards consulting with members to establish their views and business needs. We also generate foresights ensuring that our members are equipped to make decisions in a fully informed manner.
The heart of our working is the self-regulation system promoting responsible and ethical marketing and advertising practices amongst our members through a well defined Code of Advertising Practice that is acknowledged and respected by agencies, media and other marketing suppliers.
Under the Code of Advertising Practice, the Society provides a service of arbitration in cases of complaints that the member company may want to raise against any other member company. PAS arbitration provides first line of defense and has resolved issues without going to the court. This self-regulation mechanism is faster and cost effective. It is central to the self-regulatory role of the Society.
The professional advancement program of PAS constitutes of specialized interactive training workshops, sessions, seminars, conferences and research briefings that are highly focused in content and exclusively designed to train the executives in the field of brand marketing, communication and media management.
PAS also tailors in-house workshops for its member companies that would fit their unique needs, including company-specific case studies and new training programs on any topic they choose. Here, companies have the advantage to control the content and environment ensuring confidentiality on proprietary information at the same time. These are highly cost effective as resources of PAS and member companies are pooled.
Research is a key to effective and efficient marketing and advertising. PAS piloted research projects cover media and consumer insights, media measurement, rating systems and other qualitative and quantitative analysis that help professionals in designing successful campaigns. Some of the leading projects that PAS pioneered are TV Ratings, OOH Audience Measurement, LSM and Insight. Members are offered significant discounts on subscriptions over non-member companies.
PAS strives to act as a knowledge hub for its members. It is a source of reference material on various subjects of marketing and advertising. With our white papers, best practice toolkits, and various other publications from affiliate international industry bodies, we bring to our members global trends and practices to benchmark our credentials and performances to achieve accomplishments at an international level. These are accessible to members only through the website.
We provide opportunities by bringing together senior marketers and advertising and media professionals from our member companies
to interact, discuss trends and ideas, confer industry issues, share experiences and best practices, benchmark performances and most importantly to stand unified to provide everyone a great platform for information gathering and relaying system. It is also a valuable source of constant input for the workings and direction of the Society that stands resolute to serve the marketing and advertising industry.
Committed to answer all the needs of its member advertisers, PAS offers a valuable service of a ‘help desk’ that takes on queries and advises on self-regulatory practices, legislative policy developments, media affairs, client-agency relations, in-house trainings, consultancy services and other matters pertaining to marketing and advertising.
CHAIRPERSON - PAS
PRESIDENT, BSPAN - LIPTON TEAS AND INFUSIONS CO.
Farheen has lead both the BB and CD functions at Unilever. She describes her 12 long years at Unilever in one simple quote: “If you love your job, you’ll never have to work another day in your life!”
VICE CHAIR - PAS
BUSINESS HEAD, BEAUTY, WELLBEING AND PERSONAL CARE - UNILEVER PAKISTAN
GENERAL SECRETARY - PAS
MARKETING DIRECTOR - SHAN FOODS
TREASURER PAS
SENIOR DIRECTOR – MARKETING
NATIONAL FOODS
Ali has rich experience in CPG Sales and Marketing, leading some of the biggest brands such as Mortein, Horlicks, Dettol, Omore, Olper’s and National Foods. Ali started his career with Reckitt, working in Brands and Sales. A stint with GSK was followed by management of the Ice Cream and Dairy brands at Engro Foods (FrieslandCampina). He subsequently headed the Germ Protection (Dettol) portfolio at Reckitt, followed by heading the Culinary and Condiments businesses at National Foods. A graduate of IBA Karachi and University of Strathclyde, Glasgow, he is currently head the marketing function at National Foods as the Senior Director - Marketing.
CHIEF BUSINESS OFFICER
JAZZ
Experienced Chief Commercial Officer with a demonstrated history of delivering in the telecommunications industry. Skilled in Marketing Management, Business Planning, Customer Experience and Sales. Asif is a strong business development professional who graduated from The Institute of Direct and Digital Marketing.
CHIEF MARKETING OFFICER
PROCTER & GAMBLE
Fahad is currently heading marketing function at Procter & Gamble Pakistan. He has an experience of over a decade working with multiple brands at P&G. His expertise includes Innovation, brand communication, P&L management & short / long term business planning.
GENERAL MANAGER, MARKETING & COMMERCIAL STRATEGY
PEL
A well rounded marketing professional with experiences of new product development/launch, creative idea creation, project management, delivering topline, bottom line and NPV. He specializes in creative thinking, business turn around/revival, analytical skills and leading from the front. He is a go-getter and good to have in a team.
CHIEF EXECUTIVE OFFICER
ASIAN CONSUMER CARE PRODUCTS (DABUR)
Mr. M. Nauman Khan is presently serving at Asian Consumer Care Pakistan (Pvt) Ltd (Dabur Pakistan), in the capacity of Chief Executive Officer-West Asia, since November 2015. Prior to joining Asian Consumer Care, he was the Country Manager of Red Bull Pakistan & Afghanistan, from 2010 to 2014. Mr. Nauman had also served at Unilever Pakistan Limited, for ten years, from the year 2000-2010. He was hired as Management Trainee and was later promoted to the position of Director Sales, before moving to Red Bull. He holds a Master’s degree in Finance Management and is an alumni of South Eastern University Washington DC, USA. He has a passion for cars and actively participates in car rallies held in Pakistan.
EXECUTIVE DIRECTOR
EBM
Shahzain Munir is a visionary leader driving multiple strategic Business Units at EBM. With a rich legacy as the third generation of the EBM Family, Shahzain embodies a profound commitment to pioneering business development, growth, and expansion initiatives. Graduating from George Washington University, Shahzain brings over 13 years of invaluable expertise across core business functions, specializing in brand building and development. His leadership extends across critical domains including marketing, media, New Product Development (NPD), Research & Development (R&D), finance, operations, supply chain, and strategic planning. With unwavering dedication, Shahzain continues to lead transformative initiatives that define EBM’s robust growth trajectory. His steadfast leadership and forward-thinking approach ensure that EBM remains at the forefront of the industry, poised for sustained success in the years ahead. Shahzain continues to lead various transformative initiatives at EBM and propel the EBM agenda forward.
HEAD OF MARKETING AND BRAND MANAGEMENT
BANK ALFALAH
Mohammad Raheel Yousuf is an award-winning marketing, branding, communication, and digital expert with over 2 decades of diverse experience across integrated marketing platforms. Renowned for converting actionable consumer insights into powerful marketing ideas, Raheel, excels at storytelling that drives revenue and builds brand loyalty. His strong business intelligence, strategic thinking, and analytic expertise ensures that every marketing initiative translates into measurable success. A passionate brand builder, Raheel, thrives on creating excitement and inspiring engagement through innovative campaigns. With a focus on the bigger picture, he formulates effective marketing, digital, media, and PR strategies that safeguard both brand and corporate reputation. Raheel, brings a proven track record of driving growth through powerful internal and external communications that align with organisational goals.
HEAD OF MARKETING AND BRAND MANAGEMENT
JUBILEE LIFE INSURANCE CO. LTD.
Having over 20 years of work experience in marketing and advertising in various organizations, Syed Usman is currently in charge for developing and implementing optimal marketing and communication strategies for Jubilee Life. Prior to joining Jubilee Life, Mr. Qaiser had notably worked as Senior Manager Marketing at Bank Alfalah Limited for more than 9 years and as Manager Advertising at Standard Chartered Bank after gaining considerable marketing and brand experience at advertising agencies including Lowe and Rauf (formally R- Lintas), Manhattan Pakistan and Evernew Concepts. He started his career from Commercial Union which is now Jubilee Life insurance in the Corporate Services Unit.
EMERITUS COUNCIL MEMBER
MD & CEO - EBM
Dr. Zeelaf B. Munir joined EBM in 2010 as the Chairperson Executive Management Board and was appointed the Managing Director and CEO in 2015. With Zeelaf, the company further enhanced its market share and achieved record growth in sales and profitability. In 2015, EBM received the Best Place to Work award in FMCG and national companies’ category. Zeelaf continues to innovate at EBM, channeling her many years of administrative and leadership expertise and peoples’ skills into setting exciting new directions for the company and its popular brands, well-poised to achieve its vision 2020. Zeelaf has over 20 years of professional experience in diverse fields from healthcare to business. Her career, which extends from clinical practice to leading multi-state organizations to serving on the board of a global supply chain company, is much like the woman herself; enterprising, dynamic and purposeful. She has made her mark wherever she has been, challenging the status quo and leading change, due to her visionary leadership, entrepreneurship and management expertise.
EXECUTIVE DIRECTOR
PAS
With over 22 years of experience, Qamar has worked in diverse areas with multiple organizations and most importantly with brilliant minds that are driven by challenge and passion. He has a proven track record in setting up new ventures, securing profitable growth, establishing new streams of revenue and regulatory policy making. He’s had a hand in executing some of the milestone initiatives in Pakistan, like Television Audience Measurement, Out-of-Home Measurement and Ratings, Consumer Multimedia Index and the industry’s most prestigious Marketing Effectiveness Award programme, PAS Awards which have now been upgraded to Effie Awards Pakistan. He has come to believe that one can always excel, even in completely new territories, if one has basic intelligence and is driven by sincerity, passion and the will to achieve a greater purpose.
The PAS Code of Advertising Practice (CoAP) is implemented by CoAP Standing Committee (CSC), which comprises of veteran marketing and advertising professionals from the member companies. It is the responsibility of CSC to encourage ethical and responsible practices in the field of advertising. It is also the function of CSC is to recognize new areas over which the code could operate in the light of the developing needs of the marketers and the environment.
The Govt. Relations Action Group functions to protect the legislative and regulatory rights of the advertisers to communicate freely and effectively. It is our members’ collective voice before the federal, provincial and local government and regulatory authorites to address issues that are highly critical to marketers. It also plays an important role in national media policy-making process.
The PAS-PBA joint committee has been constituted to address areas of mutual interests and concerns that each stakeholder may have. The prime objective of the joint committee is to establish best practices within the industry. Both the sides are represented by the office bearers of their respective bodies.
The Media Forum is an initiative to drive industry through thought leadership, share best practices and expertise, encourage research and discuss issues pertinent to effective media practices that will help in better decision making and lead towards a more transparent and efficient media management function. To establish it as a platform to discuss and exchange ideas, share knowledge and to keep in view the new and developing regulatory policies regarding marketing and advertising communication at par.
PAS provides a healthy platform to seamlessly resolve industry-specific disputes among brands. We implement ad hoc solutions derived from the currently best-suited market policies and practices in all fairness to all parties involved, in-keeping with the advisory of corporate sector’s most prestigious senior professionals.
PAS enables its’ members to take the leap into projects and ventures or organizational advancements they wish to not risk with the probable trial & error. We equip them to come to an informed, well thought-after decision with all the possible outcomes calculated in all its transparency, by utilizing the insightful analysis of our network of industry experts.
EXECUTIVE DIRECTOR
With over 22 years of experience, He has worked in diverse areas with multiple organizations and most importantly with brilliant minds that are driven by challenge and passion and have held themselves responsible for higher standards than anybody else expected from them. He has a proven track record in setting up new ventures, securing profitable growth, establishing new streams of revenue and regulatory policy making. He’s had a hand in executing some of the milestone initiatives in Pakistan, like Television Audience Measurement, Out-of-Home Measurement and Ratings, Consumer Multimedia Index and the industry’s most prestigious Advertising Effectiveness Awards. He has come to believe that one can always excel, even in completely new territories, if one has basic intelligence and is driven by sincerity, passion and the will to achieve a greater purpose.
GENERAL MANAGER
With 15 years of advertising business experience she has held key distinctive roles in some of the most prominent agencies. She has successfully established and coordinated among teams and business units. Strategic and operational planning including organizational restructuring, design and management of advertising campaigns, budgeting and analysis is one of her strengths. She possess excellent interpersonal and communication skills with strong organizational and management skills.
ASSISTANT MANAGER MARKETING
Experienced Marketer, and an Educationist with a demonstrated history of working in the marketing and education sectors. Skilled in business and strategic planning, Mariam has a Master of Business Administration - MBA focused in Marketing from Institute of Business Management.
