MEET MOHSIN DURRANI

With over 20 years of experience in Marketing & Sales of Out of Home & Broadcast Media I had the honour of serving & learning from some major stake holders in Pakistan & abroad. Served almost 10 Years in selling, marketing & developing operational & execution strategies in OUT OF HOME MEDIA with large Format campaigns and related projects in Pakistan, U.A.E & in Thailand.

With the Passion of getting involved in the Betterment of related Industries, I always enjoy & contribute my expertise as a Passion. While serving & learning in OUT OF HOME MEDIA Industry I had the honour of forming Pakistan’s first OHM Association namely “Pakistan Outdoor & Media Advertisers Association” as President. Also served as the Regional Chairman ASIA SIGN ASSOCIATION based in Thailand. Had the honour of Publishing Pakistan’s First OUT OF HOME Advertising Magazine namely SIGNBIZASIA International.

Selling Broadcast Media requires knowledge of the client’s needs, creativity in production and targeted placement on the air to be successful. If you do your homework, your client will see the benefits in improved sales by providing specific and creative solution to achieve what the industry calls ‘cut-through’. In other word’s the ability to cut through the overcrowded and noisy messaging in the marketplace.

Broadcast Media still commands the largest share of the advertising Pie Nationwide. To further strengthen my understanding in Media Industry I had my, in depth experience in Broadcast Media Industry with the Introduction & selling of Large Scale RAMADAN TRANSMISSIONS, GAME SHOWS & MORNING SHOWS on GEO TV Network, 24 HD NEWS and Express Media Network during last Eight Years.

Had the honour of Introducing Maximum utilization & affective role of On Screen Promotion, Integration & Endorsement while integrating them with the Content Development in Pakistan’s Media Industry’s Record Breaking Transmissions which includes, RAMADAN TRANSMISSIONS, INAAM GHAR Game Show & Morning Shows on Pakistan’s Top Rated Channels.

EXPERIENCE.

INTERNATONAL AFFILIATIONS & ASSOCIATIONS;

1. Counsel Member – Gerson Lehrman Group                                                                                                                                 2. Ambassador at Large & Advisor UNITED NATIONS Affairs                                                                                      International Human Rights Commission -IHRC                                                                                                                          3. Member UNITED NATIONA ASSOCIATION – USA
4. Director Board of Directors – GLOBAL GOODWILL AMBASSADOR
5. Executive Member CLINTON FOUNDATION
6. Member UN WOMEN – UNA
7. Member UN INTER AGENCY NETWORK ON YOUTH
8. Member AMERICAN MARKETING ASSOCIATION

INTERNATIONAL EXHIBITIONS ATTENDED:

1. ISA INTERNATIONAL SIGN EXPO 2006 Orlando, Florida USA. As Key Note Speaker.
2. SIGN ASIA EXPO 2006 Bangkok, Thailand. As the Key Note Speaker Representing Pakistan.
3. ISA INTERNATIONAL SIGN EXPO 2007 Las Vegas, Nevada USA. As the Regional Chairman of ASIA SIGN   ASSOCIATION for Pakistan Region.
4. APPPEXPO 2007 Shanghai, China. As the Regional Chairman ASIA SIGN ASSOCIATION.
5. SIGN ASIA EXPO 2007 Bangkok, Thailand. As the Regional Chairman ASIA SIGN ASSOCIATION.
6. ISA INTERNATIONAL SIGN EXPO 2008 Orlando, Florida USA. As the First Pakistani Publisher of Pakistan’s First Out of Home Media Magazine SIGNBIZASIA.
7. ISA INTERNATIONAL SIGN EXPO 2010 Las Vegas, USA.
8. ISA INTERNATIONAL SIGN EXPO 2011 Las Vegas USA.
9. ISAINTERNATIONAL SIGN EXPO 2015 Las Vegas
______________________________________________________________________________

ACHIEVEMENTS IN OUT OF HOME & PRINT MEDIA:

Pakistan Outdoor & Media Advertisers Association          

President

From May 2004 Till Date

Responsibilities:

– Initial Formation, Election and Registration of the Association with Government Authorities.
– Consecutive Three times un-apposed elected President of the Association.
– Forming and executing association’s working strategy for the betterment and welfare of outdoor advertisers and outdoor industry.
— For the very first attended the SECOND ROUND TABLE CONFERENCE ON ADVERTISING IN PAKISTAN organized by the Pakistan Advertising Association and had the honour of representing Pakistan’s Outdoor advertising industry in the Conference. Also had the honour receiving the appreciation award by the Federal State Minister for Communication and Broadcasting during the Conference.
– For the very first time had the honour of attending the 6TH GLOBAL SIGN FORUM during the ISA INTERNATIONAL SIGN EXPO 2006 in Orlando Florida on the special invitation by the ISA as one of the Key Note Speaker in the Forum.

February 2006             
To June 2008    

Asia Sign Association

Regional Chairman & International Affairs Officer                                                                                

Responsibilities:
– One of the largest Association representing Asian Sign Industry with member countries including India, Korea, Taiwan, Hong Kong, China, Thailand and Pakistan.

– To promote ASA in Pakistan for exchange of new technology, trends and techniques and to upgrade sign making and out of home media standards to an international level. Had an honour or heading the First Introductory Press Conference of Asia Sign Association in Karachi.
– Attended various B2B conference and other related seminars as the key note speaker.
– Appointed as the International Affairs Officer of the Asia Sign Association for further promoting and strengthening the operations and image of the ASA not only in an Asian sign industry but also in Europe and Middle East.

June 2007 Till date                                                          
SIGNBIZASIA International Magazine

Publisher

Responsibilities:

– Pioneer in Publishing the Pakistan’s first Out of Home Media Magazine. Published after every two months with high quality paper and printing with large circulation especially during all the major sign exhibitions across the continent.
– Proudly affiliated with INTERNATIONAL SIGN ASSOCIATION, SIGN ASSOCIATION OF CANDA, ASIA SIGN ASSOCIATION, FESPA & INTERNATIONAL EXPO CONSULT LLC
– SIGNBIZASIA International Magazine based on an Information on Signage related National and International Associations,
– Discontinued in 2009.

EMPLOYMENT & EXPERIENCE DETAILS:

April 2018 to                        EXPRESS MEDIA GROUP                    General Manager Special Projects
Nov 2018

– One of the largest Media Group in Pakistan with major Market Share in Print & Electronic Media.
– As a GM Special Project, looking after RAMADAN TRANSMISSIONS 2018, GAME SHOW & all the Format Shows including Religious Transmissions on EXPRESS Entertainment.
– Marketing & Sales Strategies for the Format Shows.
– Content Development based on Youth, Students & Social Issues.

February 2018                   24 NEWS HD                                             General Manager Sales & Marketing
To March 2018

– Based in Lahore, Pakistan 24 NEWS HD owned by One of the largest Media Group in Pakistan with major Market Share in Electronic Media especially in Punjab Region with Local TV Network.
– Worked closely with the Director Marketing & Sales for developing a long term sales strategy with shuffling in Fixed Programming.
– As a GM Special Project, looking after Format Shows including Political Talk Shows & development of new Content for Youth & Students for the launch of Entertainment Channel.

December 2017               Quetta Gladiators PSL Team                Director Sales & Marketing
To Feb 2018

– Quetta Gladiators is one of the famous Cricket Team belongs to Pakistan Super League.
– Complete Marketing & Sales Strategy to get maximum Market in terms of Revenue from Sponsors,
– Detailed Market Research in view of last year benchmark before launching the Sponsorship Packages.
– Prime Focus was to engage Advertisement Agencies for Main Sponsorships

April 2017              BEATS Ventures & Consulting              Director Operations & Senior Consultant
To Oct 2017

– Beats Ventures & Consulting is an independent firm specializing in business incubation, acceleration or expansion in emerging markets and offers transformation advisory focused on digital, media & telecom sectors.
– Currently working with HUAWEI Technologies as their official Consultant & Vendor. Huawei Technologies after its successful stint into industry and hard ware manufacturing is now foraying into content delivery through its upcoming OTT platform.
– Content Development & Procurement for our own DIGITAL MEDIA Platforms.

September 2014                 GEO Television Network                 General Manager Marketing & Sales
Till March 2017

– Developing and Implementing comprehensive media strategy for marketing and sales plan for RAMADAN TRANSMISSIONS, INAAM GHAR PLUS Game Show and SUBHE PAKISTAN Morning Show on GEO Entertainment.
– Generating & Managing GIFT INVETORY from various Sponsors including Maim Sponsors in coordination with Major Advertising Agencies & from direct Clients.
– Creating and developing space for On Screen Promotion and Endorsement to enhance the overall impact of Programming and Content.
– Daily Ratings and GRPS comparison for necessary changes in the Content and Run Down for maximum viewership.

June 2014                   EXPRESS TV NETWORK               General Manager Marketing & Sales
August 2014

– Maximizing the value of RAMADAN TRANSMISSION 2014 programming and to make them more profitable for EXPRESS TV.
– Successfully executed PAKISTAN RAMADAAN Transmission Project with record breaking Gifts Barter deals of worth in Millions.
– 40% Single Handed Contribution in Total Gross Sales Amount from Major Advertising Agencies
– Direct coordination and instructions from the President and Host Dr.Aamir Liaquat Hussain.

January 2014                    GEO Television Network                     General Manager Marketing
May 2014

– Maximizing the value of GEO Entertainment programming and to make them more profitable with the help of feedback from the industry.
– After the successful & Record Breaking RAMADAN Transmission in 2012, we transformed our GAME SHOW in to Huge GIFT Inventory based segment in 2013 Ramadan Transmission.
– INAAM GHAR was the most successful and Highly Rated Program of its Kind with Barter deals of worth in Million in Season One. Major success was achieved with On Screen Promotion, Product Integration & Endorsements.

– Implementation of Sales strategy giving first right of refusal to Main & Co Sponsors of the Transmission with priority to their Clients for On Screen Promotions.
– Development and Circulation of E Flyers on a regular basis for a more effective communication and promotion.
– Direct coordination and instructions from the Vice President and Host.

May 2013                              GEO Television Network                               Manager Marketing
January 2014

– Maximizing the value of GEO programming and to make them more profitable with the help of feedback from the industry.
– Successfully executed AMAAN RAMADAAN Project with record breaking Barter deals worth Millions
– Research, Plan. Organise and manage all media channels to reach company’s goals and objectives.
– Coordination with internal and external Content Managers, Editor, Designers and Developers to meet his client’s needs.
– Creating and developing space for On Screen Promotion and Endorsement to enhance the overall impact of Programming and Content.

June 2012                                    GEO Television Network                                  Associate Manager
March 2012 Marketing

– Successfully executed PEHCHAAN RAMADAAN Project with record breaking Barter deals.
Successful Integration of Barter deals in various segments of the Transmission for achieving maximum mileage for the respective clients and for the viewership.
– Maximum utilisation of On Screen Promotion, Product Integration & Endorsement” of Products.
– Daily Ratings and GRPS comparison for necessary changes in the Content and Run Down for maximum viewership.
– Introduction of E Flyers on a regular basis for a more effective communication and promotion,
– Direct coordination and instructions from the Vice President and Host.

September 2011 to                       SEVEN ELEVEN CORPORATION USA Store
March 10TH 2012                        CHICAGO FRANCHISEE Associate

– Affiliated with Seven Eleven Corporation through Multiple Franchisees for Promoting Monthly Promotions and Sales Strategies.
– Achieved “Excellence Awards for Best Customer Services” in 2011 for the very First Time on behalf of the Franchisee as the Business Developer.
– Achieved Third Position as “THE BEST SELLER” in selling and Promoting Pan Cake Rollers in 600 stores around USA.
– Oversee store operations, supervise employees and manage inventory
– Develop successful sales plans to grow 7-Eleven store’s profitability.
– Implement new product lines and create strategies to introduce and promote them to our customers. Set standards and model behaviour for optimum customer service.

 

January 2004                         GLOBAL OUTDOORS                         Proprietor / Owner
Till January 2011                  Outdoor advertising Company

Company Profile:

– Only Outdoor Advertising Company affiliated with International Sign Association in Pakistan
– First Outdoor Advertising company with the introduction of “Clutter Free” Visibility.
– Only Outdoor Advertising company affiliated with Pakistan Advertising Association.

JOB DESCRIPTION:

– Being the owner of the Company responsible for managing the whole operation including Marketing & Sales Team.

March 2003                           M/s Champion Neon Sign                          General Manager
To August 2003

Company Profile:

– One of the largest Outdoor advertising company in Pakistan
– Largest Network of Outdoor Signage in Pakistan
– One of the largest and state of the art production facilities.

JOB DESCRIPTION:

– Reporting directly to the Managing Director of the Company.
– Complete coordination with Government Institution like, City District Government, various Cantonment Boards and Law enforcement agencies from Top to Bottom management for the Erection/Fixing of New Billboards.
– Daily sales activity report of sales team including Sales and Marketing Manager.
– Allocation of Sales Target and Marketing Budget for each Sales Executive as per the current market conditions and available media for sale.
– Development and erection of new sites to increase the sales and to increase the market share.
– Marketing of newly introduced Triangular Revolving signs for the very first time in Pakistan with initial sales target of Rs.1 million per annum.
– Development and concept of company’s corporate brochure for the very first time.

 

Feb 2002                                 SMF Innovative Signs                            Manager Operations
To March 2003

Company Profile:

– One of the largest Outdoor Signage Company in Pakistan
– Only Outdoor Advertising Company Manufacturing / Exporting Signage to UK
– One window operation to its National and Multinational Clients

JOB DESCRIPTIONS:

– Bringing a product (or service) to the attention of potential and current customers.
– Complete coordination with Government Institutions like, City District Government, Various Cantonment Boards and Law Enforcement agencies from Top to Bottom management for the Erection / Fixing of New Signs.
– Introducing new concept of publicity with caption “Stand out from Clutters” and “Come outdoor with us” and placed-based media.
– Marketing strategies to make sure that we’re continuing to meet the needs of our customers and getting value in return.

Feb 2000                         HM Group of Companies                Executive Assistant to MD
Feb 2002                          To Emirates Neon U.A.E.                (Projects & Business Development)

Company Profile:

– Largest Business Group in the Middle East
– One of the largest Outdoor Advertising Company under the banner of HM Group.

JOB DESCRITION:

– Reporting directly to the Chairman & the Managing Director and to work as a catalyst in various on-going Projects and Administrative activities.
– Complete coordination with the advertisement department of Dubai Municipality during the National Festivals and other related events.

PROJECT APPRAISAL:

– SIGN & BANNNER Middle East 2001 at Dubai World Trade Center one of the largest events in the Gulf Region.
– Dubai Shopping Festival 2001 & 2002 with Dubai Municipality from its planning stage till final execution.
– AL-GHURAIR CITY one of the largest Shopping & Residential Project includes more than 1500 internal and external signage
– EMARAT Filling Stations for Emirates Petroleum includes making of CAD drawings, Sample, Profiles & Head hunting.
– ADNOC Filling Stations for Abu Dhabi National Oil Company includes making of CAD drawings, Sample, Profiles & Head hunting.

MARKET FEASIBILITY STUDIES:

– Fibre Glass Products.
– Fibre Optics Applications.
– PET Bottles
– Electronic Media and LED Screens

October 1995                          SMF INNOVATIVE SIGNS                            Marketing Executive
To February 2000

Company Profile:

– One of the largest outdoor advertising company in Pakistan
– Only Outdoor Advertising Company Manufacturing / Exporting Signage to UK
– One window operation to its National and Multinational Clients

JOB DESCRIPTION:
– Analysing the competition of the products, pricing and promotion.
– Cultivating prospective buyers in a market, conveying the features, advantages and benefits of products.
– To develop new products for the National and Multinational clients.
– Introduction and installation Backlit Flex Face Pole Signs for the very first time in Pakistan for ABN AMRO BANK.