At Kantar’s International Research Division, I lead quantitative research design, execution, and insight delivery across international markets. My work includes brand health tracking, market sizing, product and pack testing, and longitudinal panel studies for nicotine brands.
I led a seven-wave longitudinal panel study across KSA and Jordan that helped a client understand growth behaviour for a newly launched Heated Tobacco Product and make portfolio decisions. I then independently designed and set up a Total Nicotine Longitudinal Panel Study in Pakistan.
I manage research from proposal design and questionnaire development through fieldwork, data analysis, and stakeholder-ready presentations. I translate category drivers, consumer behaviour, and competitive dynamics into insights that inform business decisions.
Before Kantar, I was a Territory Sales Officer at Marico Ltd., where I managed distributor and trade activity, supported sales growth through territory planning, and coordinated new product development and go-to-market execution. I was recognised as the 3rd Best Territory Sales Officer in the Eastern Zone.
