Chief Financial Officer (CFO) at SKUhunt (Sulazra Group) (2025-03 – Present)
Lead enterprise-wide financial strategy to drive sustainable growth and operational excellence in a fast-scaling SaaS environment.
- Oversee strategic planning, budgeting, long-range forecasting, scenario modeling, and capital allocation.
- Direct accounting operations, financial reporting, audit coordination, regulatory compliance, and enterprise risk management.
- Drive data-backed decision-making across the organization through advanced financial analysis and performance tracking.
- Optimize core SaaS KPIs including MRR growth, churn reduction, CAC efficiency, LTV maximization, gross margins, and payback period.
- Advise founders and board members on pricing strategy, monetization models, product investments, and market expansion risk assessment.
- Strengthen internal controls and governance frameworks to enhance transparency, accountability, and investor confidence.
- Implement cost optimization and operating leverage initiatives to improve profitability and long-term cash flow stability.
Head of Finance, Supply Chain & Operations – Amazon E-commerce at Ensight (Sulazra Group) (2024-04 – Present)
Own full P&L accountability across US, UK, and EU Amazon FBA marketplaces, driving revenue growth and margin expansion for a multi-category private label portfolio.
- Lead FP&A, budgeting, rolling forecasts, cash flow planning, and working capital optimization to support scalable growth.
- Improve profitability through COGS control, contribution margin analysis, and TACOS/ACOS performance management.
- Develop data-driven demand forecasting and inventory models integrating sales velocity, seasonality, PPC trends, and turnover ratios to prevent stock-outs and excess inventory.
- Direct international sourcing (China) and supplier negotiations, optimizing MOQs, payment terms, and landed costs.
- Oversee end-to-end supply chain operations including production planning, freight (air/sea), customs clearance, 3PL management, VAT compliance, and cross-border trade.
- Reduce logistics and landed costs through freight optimization, packaging redesign, supplier consolidation, and warehouse cost control.
- Build scalable SOPs and lead cross-functional teams (finance, procurement, logistics, PPC, account management) to align operational capacity with growth targets.
Head of Finance and Operations at Jungle Advisor (Sulazra Group) (2024-04 – Present)
- Led financial strategy aligned with long-term business goals.
- Managed budgeting and forecasting with focus on accuracy and alignment.
- Oversaw daily finance ops, including accounting, payroll, and reporting.
- Delivered financial insights to guide strategic decisions.
- Ensured compliance with all financial regulations and standards.
- Drove process improvements for greater efficiency and cost control.
- Collaborated cross-functionally to execute key initiatives.
- Built strong ties with leadership, clients, and vendors.
Manager Finance at Dubizzle Group - Zameen.com (2019-11 – 2024-03)
- Aligned finance operations with Sales, Legal, and Audit teams.
- Built systems and policies for timely revenue recognition.
- Worked with CFO on finance process and IT improvements.
- Prepared budgets, reports, and cash flow projections.
- Delivered region-wise financial insights for P&L analysis.
- Handled complex sales incentive calculations and queries.
- Supported audits and maintained internal controls.
- Developing new systems to boost sales and revenue tracking.
- Scaled finance department from 3 to 32 personnel via strategic workload allocation and alignment with company expectations.
Assistant Manager Finance at United Snacks Private Limited (FMCG) (2016-04 – 2019-08)
- Supported Sales & Marketing in strategy, budgeting, and financial reporting.
- Assisted IT in developing Sales & Marketing MIS and updating policies.
- Conducted audits for the accounts department.
- Prepared weekly/monthly budgets, cash flows, and P&L reports.
- Managed receivables, payables, and vendor/customer payments.
- Processed sales team salaries, incentives, promotions, and claims.
- Reconciled ledgers, bank statements, and resolved discrepancies.
- Provided supply chain analysis to the CFO.
- Analyzed sales data to deliver insights for executive reporting.
Regional Accountant at Montgomery Watson Harza (MWH) (2015-03 – 2015-08)
- Intercompany monthly reconciliation for 15 regions on Microsoft share point.
- Timesheet Management to record hours worked by resources to be billed to client.
- Direct Time percentage and cost reporting
- Preparing monthly, quarterly cash flow and budgeting forecasts.
- Balance sheet reconciliation
- Vendor, GL and bank reconciliations.
- Reporting directly to regional financial controller.
Accounts Executive at Kansai Paints (2014-02 – 2015-02)
- Monthly Accrual (marketing, sales promotion, media Cost, plant Accruals, transport - S&D Accruals)
- Prepaid (Rent, health/life insurance, other prepayments)
- Daily cash position report to CFO
- Monthly Cash flow details (Finance manager)
- Coordination with banks(monthly statements/rate confirmation for foreign payments)
- Processing Foreign debit notes
- Preparation of the detail of vendors' withholding tax and E Filing on FBR portal.
