Muhammad Usman
CEO & Founder
Dynamic and result-oriented Media Sales and Marketing Professional with over 20 years of experience
in driving revenue growth, developing integrated media strategies, and managing high-value client
relationships across broadcast, print, digital, and OOH platforms.
Proven track record in securing major advertising accounts, building strategic partnerships, and
delivering 360° campaigns for leading organizations in telecommunications, real estate, finance,
healthcare, government, and development sectors.
Combines strong commercial acumen with deep expertise in media planning, client servicing, brand
communication, and campaign execution, ensuring maximum ROI and long-term business growth.
Personal skills
Experienced Media Sales and Marketing professional with 20+ years of expertise in media sales, strategic planning, client relationship management, and integrated marketing. Skilled in driving revenue growth, developing 360° campaigns, managing key accounts, negotiating media placements, and building strong brand partnerships across diverse industries.
Brands & Companies I’ve Worked With
Senior Manager Marketing
Sardar Group of Companies (SGC) – Islamabad | Nov 2023 – Dec 2024
- Spearheaded 360° media and marketing campaigns for flagship projects including Taj
Residencia, Taj 4 & 5 Marla Villas, Grand Minaar, and Boulevard Tower enhancing brand
visibility and sales performance. - Directed strategic communications and campaign rollouts for multiple in-house ventures
(Fatima Tanveer Foods, Freshfold Tissues, Usman Solar, and TIGES), optimizing media spend
across digital, print, electronic, and outdoor platforms. - Negotiated with media houses for cost-effective placement and high-visibility exposure,
improving campaign ROI. - Strengthened brand equity through consistent messaging, effective vendor management, and
cross-platform coordination.
Manager Marketing & Communications
Nova City Developers – Islamabad | May 2022 – July 2023
- Developed and implemented media plans for new sector launches and national plot balloting
events. - Ensured brand consistency across all advertising, outdoor, and event-based media touchpoints.
- Built strong relationships with creative agencies and media vendors to secure optimal
placements and competitive rates.
Manager Marketing
Akbar Niazi Teaching Hospital (ANTH) – Islamabad | Dec 2020 – May 2021
- Managed all internal and external communication efforts to enhance ANTH’s public image and
outreach. - Designed and executed media campaigns across conventional and digital platforms to promote
hospital services and CSR initiatives. - Oversaw collaboration with media partners for medical awareness campaigns and special
features.
Manager Business Development
ARY Digital Network – Islamabad | May 2008 – Oct 2019
- Drove media sales and revenue generation for ARY Network’s portfolio of channels, building
long-term relationships with agencies and direct clients. - Developed customized media proposals and brand integration strategies for high-value clients
across telecom, real estate, and FMCG sectors. - Played a lead role in securing brand partnerships for the special project “Shukriya Pakistan” by
Rahat Fateh Ali Khan — integrating Bestway Cement, Al Ghurair Giga, and Volta/Osaka
Batteries into the campaign. - Consistently exceeded sales targets through strategic account management, cross-platform
selling, and data-driven media planning.
Manager Strategy & Media Planning
IDEAS Workshop (Advertising Agency) – Islamabad | Feb 2007 – Apr 2008
- Planned and executed media campaigns for clients including PIMS, NHA, and Askari Investment
Management. - Developed the national media rollout for the Women Protection Bill campaign of the Ministry
of Women Development, spanning major TV channels and national press. - Ensured optimal budget utilization, channel mix efficiency, and campaign performance
reporting.
Account Manager
JWT (Advertising Agency) – Islamabad | Jun 2006 – Jan 2007
- Managed key government and corporate clients including ISPR, Ministry of Tourism, and First
Micro Finance Bank. - Directed nationwide campaign “Destination Pakistan 2007,” coordinating creative
development, event execution, and multi-channel media deployment. - Actively participated in new business pitches and strategic communication planning for
institutional clients.
Account Manager / Client Services Manager
Orient McCann Erickson – Islamabad | Jan 2002 – May 2006
- Managed advertising campaigns for Mobilink, Serena Hotels, European Union, and multiple
Government Ministries. - Led the Mobilink rebranding campaign, including the “10 Million Customers Celebration” and
Mobilink Indigo launch — handling full-spectrum media planning and execution. - Supervised production of national talk shows like “Haq To Yeh Hai” and “Raushni Ki Kiran”,
managing EU and ministry stakeholders for nationwide broadcast. - Ensured smooth coordination between creative, production, and media departments to deliver
impactful campaigns on time and within budget.
Executive Client Services – SAF Games Marketing Project
Orient McCann Erickson – Islamabad | Apr 2001 – Dec 2001
Managed contestant relations, celebrity engagement, and event execution for PTV’s SAF Star
Quiz Show under the SAF Games promotional campaign.
Assistant Export Manager
Bismillah Textiles (Pvt.) Ltd. – Faisalabad | Jul 2000 – Mar 2001
Assisted in export operations, ensuring quality control, documentation, and timely shipments to
overseas clients.
Key Clients & Accounts
Mobilink (Jazz) | Bestway Cement | Al Ghurair Giga | Volta / Osaka Batteries | Askari Investment
Management | Serena Hotels | European Union | Government of Pakistan (Multiple Ministries) | SHV
Energy Pakistan
Education
MBA (Finance & MIS) – Al-Khair University | 2000
B.Com – University of the Punjab | 1997
Key Expertise
- Media Sales & Negotiation: Channel partnerships, revenue generation, pricing strategies
- Client Servicing: Account management, retention, and growth planning
- Media Strategy & Buying: Campaign planning across TV, Radio, Print, Digital, and Outdoor
- Integrated Campaign Execution: 360° coordination with agencies and production teams
- Brand Partnerships: Strategic collaborations, co-branded projects, and sponsorships
