Qashif Effendi has over 23 years’ international experience of working at CEO, Director and General Management positions in top multinationals in the MENA and South Asia regions. He has worked with Chevron, Philips, Unilever, Tetley, 180 degrees (brand turnaround consultancy), Abu Dhabi National Industrial Projects Co., UAE and currently as CEO at Reem Group, a JV of Al Ghurair UAE and Al Mohaidib KSA. Brands like Philips Whirlpool, Dalda Cooking Oil, Brooke Bond Supreme and Tetley achieved tremendous growth during his stewardship. He has also consulted for various companies such as Simply Sufi, Shan Foods, HELM Medical (Hamburg), KESC, Adamjee Insurance, Dollar Stationers, Liberty Books, Hilton Pharmaceutical, Pharmevo and Szabist. He is an alumni of IBA with a great passion for learning. He has been a visiting faculty at IBA, Szabist, CBM and Greenwich for over 13 years teaching Brand Management, Export Marketing, Advertising, Consumer Behavior and Strategic Marketing. He contributes regularly to national and international marketing journals and has spoken at several local and international conferences and seminars as an expert in Branding. He conducts training sessions and workshops for local and multinational organizations helping them achieve their desired objectives. Voted as one of 100 top performing company CEO’s in 2017, he is an advisor to the Board of WE-NET (Pakistan Women Entrepreneurs Network for Trade) a World Bank funded initiative and is also the Module Leader for Technopreneurship program at Chaudhry Muhammad Akram Center for Entrepreneurship Development in Lahore.