Afzal Shahabuddin

afzal shahabuddin

Manging Director Resource Edge

Pakistan

Bio Summary

Afzal has over 12 years consulting experience and is the Managing Director of Resource Edge, a business consulting practice which works in the areas of business strategy, business startup and setup advisory, market assessment , marketing and commercial strategy, branding, digital marketing and business transformation solutions in diverse industries. 

Prior to this, he worked with top global organizations like P&G, Coca-Cola, Gillete  and Nokia in progressively se4nior positions in the areas of business management, marketing and sales. 

He is conversant with traditional and digitally driven business models and the transformational approaches required to fast track growth.

Afzal has worked with clients in diverse industries including organizations like Microsoft, Pfizer, USAID, ITC and Kfw.

He is available for remote, hybrid and onsite projects in GCC.

Employment History

International Trade Center

National Consultant

International Trade Center

May 2022 - present

Karachi, Pakistan

Working as a national consultant for ITC, a joint body of United Nations and the World Trade Organization (WTO) for the development of an SME Competitiveness Strategy for the provincial governments of Sindh and Balochistan. T ...see more
Resource Edge

Freelance Consultant and Managing Director

Resource Edge

March 2010 - present

Karachi, Karachi City, Sindh, Pakistan

Founded and heading Resource Edge, a company focused on providing business strategy, marketing strategy, commercial and go-to-market strategy, product development as well as digital solutions. marketing, digital and insights ...see more
Chemonics International

Lead Consultant

Chemonics International

November 2018 - November 2022

Islamabad, Pakistan

Worked in the capacity of Lead Consultant for Resource Edge as a Business Development Support Provider for USAID Small and Medium Enterprise Activity (SMEA) Program by Chemonics International to provide business development s ...see more
Nokia

Head Of Marketing, Pakistan And Afghanistan

Nokia

September 2008 - March 2010

Karachi, Karachi City, Sindh, Pakistan

Reported to the Regional Business Director, Middle East and Africa and responsible for business strategy and delivery of business objectives including P&L for a topline through planning and deployment of marketing and go-to-m ...see more
Procter & Gamble

Business Manager , South Asia Markets

Procter & Gamble

January 2001 - September 2008

Karachi, Karachi City, Sindh, Pakistan

Reported to the Regional Business Director, India and South Asia and managed a diverse portfolio comprising of FMCG products including Gillette Blades & Razors and Personal Care products, Oral-B range of oral care products, D ...see more
The Coca-Cola Company

Business Operations Manager

The Coca-Cola Company

November 1995 - December 2000

Karachi, Karachi City, Sindh, Pakistan

Managed the marketing, sales and distribution operations with a team comprising of over 250 members. Managed the Coca-Cola Bottling Plant in Karachi and Hyderabad responsible for the P&L and plant operations including marke ...see more
Aga Khan University Hospital

Assistant Marketing Manager

Aga Khan University Hospital

May 1993 - November 1995

Karachi, Karachi City, Sindh, Pakistan

Philips

Product Manager

Philips

July 1991 - May 1993

Karachi, Karachi City, Sindh, Pakistan

Selected Project Experience

Project Description:
Led a market assessment, segmentation and strategy study for Dell's in the South Asian markets including Pakistan, Bangladesh, Sri Lanka, Nepal and Maldives. The product range covered their complete laptops range as well as their desktops.

Industry: Industrial Goods

Topic(s): Product Management

Project Description:
Served as the Lead Consultant in setting up an online agriculture marketplace aiming to connect buyers and pakagrimarket.com. Developed its marketing strategy, content strategy and growth initiatives. The online marketplace brings together the buyers and sellers in Pakistan's agriculture ecosystem.

Industry: Agriculture

Topic(s): Strategy & Planning

Project Description:
Served as the Lead Consultant in setting up an online religious tourism portal . Helped to set up the business model and develop the growth and marketing strategy for the project. Oversaw the online content development and growth initiatives. The portal exceeded its targets for Hajj and Umrah packages for 2019.

Industry: Travel & Tourism

Topic(s): Digital

Project Description:
Carried out one-on-one mentorship sessions with entrepreneurs enrolled in the Oxfam entrepreneurship development program. Sessions included site visits to entrepreneur business sites, diagnostic assessment to identify the growth barriers as well as current opportunities and challenges to help the entrepreneurs develop a growth strategy and a growth marketing plan.

Industry: Consumer Products

Topic(s): Executive Coaching

Project Description:
Carried out a market assessment study for the PET packaging industry in Pakistan initiated by the Australian Trade Commission in Pakistan for an Australian company. The study include market assessment by volume and value of the different segments of the industry.

Industry: Material

Topic(s): Sales & Marketing

Project Description:
Worked as Consultant for Small and Medium Enterprises Authority (SMEDA), a subsidiary organization of the Ministry of Industries and Production, Government of Pakistan to develop a feasibility study for setting up a fruit and vegetable pulping facility, mainly focusing on mango pulping, in Sindh. The project scope included domestic and export market opportunity assessment, as well as location selection, technical and financial feasibility.

Industry: Agriculture

Topic(s): Strategy & Planning

Project Description:
Liberty Books is Pakistan's largest bookstore chain and is a family managed business, Developed the growth strategy which led to geographic expansion, setting up of an online store and a complete revamp of the instore experience. Helped them to develop a strong calendar of events related to book launches and book readings.

Industry: Consumer Products

Topic(s): Strategy & Planning

Project Description:
Landscape Assessment of the Pakistan Health Tech Sector. Identification of different sub-verticals and assessment of their investment potential.

Industry: Healthcare

Topic(s): Market Analysis, Market Segmentation, Investment Analysis

Education

Master's in Business Administration

Institute of Business Administration (IBA)

1992

Bachelor's in Electrical Engineering

NED University of Engineering and Technology

1989

1MBA

Institute of Business Administration

1992

Bachelor of Engineering

NED University of Engineering and Technology

1989

Language Skills

Country Experience

Afghanistan Bangladesh Maldives Nepal Pakistan Sri Lanka United Arab Emirates

Skills

Business

Business Planning,

Business Unit Strategy,

Feasability Studies,

Growth Strategy,

New Business Build,

Strategic Management,

Strategic Planning,

Channel Management,

Product Development,

Digital Strategy

Digital Transformation,

Portfolio Strategy,

Regulatory Strategy,

Project Management,

Marketing and Public Relations

Branding,

Competitive Analysis,

Digital Marketing,

Market Research,

Customer Insights,

Sales

Digital Sales

Education and Training

Program Management

Human Resources

Capability Development

Industry Experience

Agriculture

Argicultural Inputs

Social Sector

NGOs and Nonprofits

Material

Paper and Packaging

Consumer Products

Consumer-electronics,

Packaged Goods,

Retail, Wholesale and Distribution

Public Sector

Economic Development

Professional Services

Management Consulting,

Marketing and advertising

Technology

MedTech

Telecom

Education

TVET