Ebaad Salman

Results-driven Brand and Marketing professional with over three years of progressive experience across FMCG brand management, trade marketing, retail execution, digital marketing and e-commerce. Experienced in leading end-to-end marketing initiatives including POSM development, BTL activations, influencer marketing, social media strategy and e-commerce performance management. Known for combining commercial thinking with hands-on execution while collaborating across cross-functional teams to deliver brand growth.

Brand Executive at Mehran Spice & Food Industries (2025-07 – Present)

• Sole Marketing Professional: Independently managing the entire marketing function, including brand strategy, trade marketing, retail visibility, POSM, activations, influencer marketing, e-commerce, social media, and field force, reporting directly to the Director.
• POSM & Creative Development: Lead end-to-end POSM planning, production and deployment for nationwide visibility campaigns; develop all creatives supporting Trade Marketing and Regional field teams across merchandising and visibility drives.
• Retail Brand Visibility: Design and implement branded shelf solutions at Imtiaz stores, strengthening in-aisle presence and improving category share of shelf.
• Brand Activations: Own brand activation planning and execution from end to end, including vendor selection, on-site logistics, and real-time troubleshooting during events, to make sure every activation was delivered on-brand, on time, and within budget.
• Budget Management: Manage budget allocation for POSM production and activation campaigns, tracking expenditure against approved plans and reporting variances to the Director.
• Influencer Marketing: Manage a monthly roster of 3–4 influencers, commissioning recipe-based reels and expo integrations that grow brand visibility and consumer engagement across social platforms.
• E-Commerce Management: Monitor and optimize sales and visibility performance across Krave mart, Daraz and Naheed; implement conversion-focused interventions to improve online brand presence and sell-through rates.
• Social Media Management: Oversee content planning, creative coordination and post-optimization across the brand's social channels to grow engagement, reach and brand perception.
• Market Intelligence: Conduct regular trade audits across Karachi and upcountry markets to identify distribution gaps, evaluate in-store branding execution and generate actionable retail performance insights.
• Field Force Oversight: Supervise Brand Ambassadors (BAs) and Direct Sales Representatives (DSRs); conduct structured training sessions to raise point-of-sale execution standards.

Marketing Executive at HUB (Urban Brands) | FHS (2024-07 – 2025-07)

• E-Commerce Strategy: Designed and executed digital marketing strategies for the brand's online store, improving user journey, increasing traffic and reducing bounce rates through data-backed optimizations.
• Influencer & Talent Management: Led end-to-end influencer campaign execution — briefing creators, models and digital talent — delivering consistent brand narratives across Meta, YouTube and TikTok.
• Performance Reporting: Developed monthly performance dashboards tracking engagement, reach, impressions and ROI; translated findings into actionable strategic recommendations for leadership.
• Lifestyle Shoot Production: Led budgeting and stakeholder coordination for brand lifestyle shoots, ensuring creative alignment and on-budget delivery across seasonal campaigns.
• Vendor & Stakeholder Management: Served as the central liaison between internal teams and external vendors, ensuring on-time, on-brief delivery of marketing materials across multiple channels.
• Brand Campaign Execution: Owned brand campaign planning and execution from start to finish, including vendor selection, on-site logistics, and real-time troubleshooting during events, to make sure every campaign was delivered on-brand, on time, and within budget.

Marketing Officer at HUB (Urban Brands) | FHS (2023-08 – 2024-06)

• Managed logistics and creative alignment for brand lifestyle shoots across seasonal campaigns.
• Executed influencer programmes across Meta, YouTube and TikTok to build brand awareness and audience growth.
• Led daily social media operations — content scheduling, community management and engagement tracking — growing brand loyalty across platforms.
• Delivered in-store branding executions maintaining consistent visual identity across retail touchpoints.

MBA in Marketing – SZABIST, Karachi (2023 – 2025)

BBA in Marketing – SZABIST, Karachi (2019 – 2023)