Hakima Mirza is a market leader and digital disruption specialist who brings over two decades of award-winning marketing expertise to PepsiCo Pakistan in her role as Senior Marketing Director, Beverages. Renowned in the industry for her transformative leadership, she has a remarkable track record of turning businesses around through strategic prowess, data-based decision making and statistically informed high-value campaigns.

Throughout her illustrious career, Hakima has demonstrated an exceptional ability to reinvigorate businesses, infusing them with future-proof branding strategies for sustained success. Her rapid adoption of digital technologies and propensity for performance marketing underline her dedication to innovation and efficiency, while her data-driven strategies are optimized for success, consistently delivering tangible results. Hakima embraces diversity of thought and galvanizes her teams by promoting a shared sense of purpose, building strong relationships, and facilitating cross-functional communication to match the needs of a rapidly evolving business landscape.

Hakima's professional journey boasts a repertoire of pivotal marketing roles at Unilever and Reckitt Benckiser. Her exceptional leadership across organizations has been recognized through competitive wins and industry awards.

With an MBA from the Institute of Business Administration, Karachi, Hakima combines her rich academic background with a wealth of in-depth practical experience to lead her teams to strategic business wins and consistent growth.

Sarah Hassan is a professional with a passion for people and a track record of driving meaningful change over 15 years of cross-functional experience in various markets. As Senior Director, Human Resources at PepsiCo Pakistan, Sarah is steering the HR portfolio which comprises a national workforce of 1500+ associates inclusive of PepsiCo’s Sundar and Multan manufacturing facilities. Her commitment to shaping the company’s culture and values, mainstreaming Diversity, Equity, and Inclusion (DE&I), and championing talent continues to be instrumental in delivering real impact for business at PepsiCo Pakistan.

Sarah leads the Human Resources team with a progressive agenda to make PepsiCo the most preferred employer in the country. She believes in mentoring fresh talent, ensuring gender parity in the workplace and supporting the economic empowerment and continued inclusion of women in the workforce. Under her leadership, PepsiCo Pakistan has been recognized by the President of Pakistan for pioneering work in DE&I at the Women Business Network (WBN) and won the 2nd runner up award in the Gender-Responsive Marketplace category in UN Women’s Women Empowerment Principles (WEP) Awards for South Asia, demonstrating how PepsiCo Pakistan embodies the underlying principles of positive social change portrayed in brand Pepsi’s campaign Why Not Meri Jaan.

Sarah's journey to HR began with acquiring a bachelor's degree in Industrial Relations and Human Resource Management from the University of Kent at Canterbury, UK. Since then, she has continued to hone her professional skills through various critical experiences across leading businesses and companies. Prior to PepsiCo, Sarah worked as Director, People and Culture at Philip Morris International (PMI) where she led the transformation agenda across South Asia and delivered in key roles in finance, business planning, supply chain, distribution, and procurement. Sarah has been instrumental in driving transformation forward across multiple markets in her various roles and has successfully worked with diverse and multicultural organizations across Hong Kong, Macau, and South Asia.

Outside of work, Sarah is an avid baker, photographer, and yoga enthusiast. She believes in the power of mindfulness and incorporates these practices into her daily routine. She is also committed to giving back to her community and making a positive impact on the lives of others.

Haleema Muniba is the Procurement Director at PepsiCo Pakistan. Haleema heads the Pakistan Global Procurement Team to drive the global procurement agenda and to support accelerated business growth, supply security and productivity. She is responsible for developing category strategy, long-term supplier intimacy, business continuity while driving productivity and localization agenda.

Haleema joined PepsiCo Pakistan in 2011 in the Supply Chain function. In her role, she managed raw materials and production planning with minimal warehousing space. She demonstrated phenomenal execution of collaborative planning and supplier relationship management while significantly reducing the write-offs. She grew in the Supply Chain function as Supply Planning Manager and, along with her team, has also worked on innovative ideas resulting in significant cost reduction. In her role as Logistics, Distribution and Transportation Manager for Foods, she not only delivered great business results but also successfully led transformative projects such as Systems, Applications and Products in Data Processing (SAP) and Integrated Supply Chain Planning (ISCP) deployment for the food business. She is known for her strong team leadership skills. Haleema is passionate about Pepsico’s DE&I agenda and plays an active role as AMESA’s Women Inclusion Network (WIN) Employee Resource Group (ERG) representative for the Pakistan Business Unit.

Haleema is a Chemical Engineer trained at the University of Engineering and Technology, Lahore and holds an MBA degree from the Lahore University of Management Sciences. She is also a certified Negotiator from Harvard Business School and a member of the Transformational Leadership Community.

As the Director Transformation at PepsiCo Pakistan, Ayub plays a strategic role in Bottling Network Transformation & Go-To-Market for the Beverages Business. He also leads Net Revenue Management & e-Commerce for both Foods and Beverages. As the leader of the Transformation function, Ayub is responsible for ensuring that future fit capabilities are embedded within PepsiCo and its Bottling teams while shaping the long-term strategy of the company. Ayub is supported by a highly diverse & talented Transformation team, who are enabling ‘never been done before’ work streams for the company.  

Ayub is a seasoned commercial professional with over 15 years of experience and a proven track record in Sales, Franchise Management, Business Development, Revenue Management, Capability, Go-To-Market, Insights and Strategy. Ayub’s end-to-end understanding of commercial strategy stems from his extensive experience across five industries.  Before joining PepsiCo, Ayub led commercial functions at ICI Pakistan, Royal Dutch Shell & AkzoNobel. 

Ayub holds a master’s degree in Management with a specialization in Marketing from the City University of London, UK, and a bachelor’s degree in Psychology from the University of Western Ontario in Canada. He has also taken a Leadership Program on Disruptive Strategy at the Harvard Business School, US.

Obaid Zafar is the Senior Legal Director at PepsiCo Pakistan.

Obaid joined PepsiCo Pakistan in 2014 and oversees activities of the Legal function in the company. In his current role, Obaid partners with the Foods and Beverage business teams and advises them on legal and compliance matters. He is responsible for the achievement of PepsiCo commercial objectives in compliance with applicable laws, regulations and PepsiCo policies. He is also a part of the PepsiCo Pakistan leadership team.

Obaid has a diversified experience of nearly 20 years in Oil & Gas, FMCG, and Retail & Real Estate sectors, attained during his private practice and as an in-house counsel. Prior to joining PepsiCo, Obaid served as the Head of Legal and Corporate Compliance at METRO Habib Cash & Carry Pakistan (Pvt.) Ltd. (a METRO AG Group Company). He also previously led the Legal Department at Interstate Gas Systems Limited Islamabad and advised the Government of Pakistan on transnational oil and gas projects with Iran and Turkmenistan. He has been a Corporate Lawyer at Liaquat Merchant Associates, Karachi, and managed his independent law practice as well in Islamabad. He was also a law lecturer at the International School of Business and Law, Karachi.

Obaid holds a Master of Law degree (LLM) from the University of Karachi, a Bachelor of Science Honors degree from the Pakistan Naval Academy and two Bachelor of Law degrees (LLB) from the University of Karachi and University of London, England.

Khurram Shah, currently serving as the Director of Corporate Affairs for PepsiCo in Pakistan and Afghanistan, is a seasoned professional with over 19 years of experience across diverse industries. As a corporate affairs expert and a qualified lawyer, Khurram has left a lasting impact on the business landscape in Pakistan and international markets.

Khurram's career journey has traversed key roles in Legal, Tobacco, Cement, and Food & Beverages industries. Notably, he held significant positions at Lucky Cement, British American Tobacco, and Orr, Dignam & Co. prior to joining PepsiCo. 

Educationally, Khurram holds a LLB (Hons) degree from the University of Essex and an LLM (Human Rights) from the SOAS University of London, underscoring his commitment to legal excellence.

In his current role at PepsiCo, Khurram takes the lead in shaping the public policy agenda, enhancing company’s reputation, manage communications and ensuring alignment with sustainability goals. His strategic approach involves extensive stakeholder management, policy advocacy, and engagement with trade associations to uphold business continuity. 

Khurram's engagement in various committees of the government, representing the private sector, underscores his dedication to advocacy. As a representative of the business community, he actively participated in shaping policies and regulations, contributing to a conducive business environment. Additionally, his interactions with diplomatic quarters have strengthened ties between the private sector and government bodies, showcasing his prowess in navigating complex relationships.

Khurram has been an active participant in various business councils, including the Overseas Investors Chamber of Commerce and Industry, the American Business Council, the American Business Forum, and the Pakistan Business Council. He is also a CEO of Beverage Advisory Foundation. His leadership in these councils has been instrumental in shaping business agendas, fostering collaboration, and driving positive change.

 His extensive professional background is marked by a significant track record in international business expansions, showcasing his proficiency in strategic business development and investment expansions. His versatile skill set further encompasses expertise in media relations, communications, corporate reputation building, and crisis management.

 Khurram Shah's career is a testament to his multifaceted expertise, from legal foundations to strategic business leadership. As a thought leader and advocate, he continues to drive positive change in the corporate and regulatory landscape, embodying a commitment to excellence and sustainable business practices.