Saba Ali

FMCG marketer with brand, trade and shopper marketing experience at British American Tobacco, Reckitt and Unilever. Led trade marketing across 2,138 outlets (19% volume growth), owned the go-to-market plan for three Durex variants (PKR 300m estimated turnover), and planned a six-market VELO launch that reached 13M+ people with a 19% CRM conversion. MSc Management, University of Leeds (December 2026). Available from 16 December 2026; right to work in the UK, no sponsorship required.

Global Graduate, Marketing Executive at British American Tobacco (2025-01 – 2025-09)

• Led trade marketing and retail activation across 2,138 outlets, managing 3 Field Sales Officers within a team of 43, and built a joint business plan with our distributor and top retailers for the Capstan Elite launch; contributed to 19% volume growth and +8% numeric distribution
• Planned digital-first activation and CRM for 2 new VELO SKUs across six Gulf markets, set up the POS team and kiosk and managed POS and digital budgets; reached 13M+ people with a 19% CRM conversion to purchase
• Analysed 600 priority outlets in Power BI and Kantar, finding 37% turnover in top-outlet rankings; part of the team behind the 700-attendee Line of Sight conference (PKR 50m: budget, content, agency)

Management Trainee, Assistant Brand Manager at Reckitt (2024-08 – 2024-12)

• Owned the end-to-end go-to-market plan for three new Durex variants (PKR 300m estimated turnover): volumes, packaging artwork, NTO, forecasting and supply, compliant with health-regulator rules; briefed a creative agency on a 360° campaign, contributing to a 2.8% rise in volume share
• Analysed Nielsen household-penetration data across 3,000+ households, benchmarking Veet against five competitors; identified a 34% gap and made recommendations adopted by the brand team

Employer Branding Intern at Unilever (2023-06 – 2023-09)

• Ran the end-to-end employer-branding campaign for the Xsell Academy across LinkedIn, Instagram, email and campus events; used engagement and conversion data to refine targeting, delivering 2,000+ sign-ups, 30% above target
• Analysed employee well-being survey results and developed a cross-functional skills playbook for line managers; contributed to a 26% increase in annual well-being scores

MSc in Management (Decision Making Pathway) – University of Leeds (2025-09 – 2026-12)

BSc (Hons) in Economics and Political Science – Lahore University of Management Sciences (2020 – 2024)