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Meet Tariq Raheem from Karachi, Sindh, Pakistan. A visionary marketer with over 12 years of experience, Tariq has a proven track record of transforming brands and driving business growth in the FMCG sector. As a dynamic leader, he combines strategic insight with a passion for innovation, making a significant impact on every organization he leads.
Early Ambitions and Academic Foundations
Tariq Raheem’s journey in the world of business and marketing began with a strong academic foundation in Karachi, Pakistan. Raised with a keen interest in understanding consumer behavior and the intricacies of business operations, Tariq pursued his early education at White House Grammar School, where he completed his SSC in Science. This was followed by pre-engineering studies at Government Dehli College Karachi, where his analytical skills began to take shape.
Driven by a passion for business, Tariq enrolled at Iqra University, a premier institution in Pakistan known for its rigorous academic programs. Here, he pursued a Bachelor of Business Administration (BBA) with honors, focusing on marketing. His dedication and curiosity about the business world were evident early on, as he excelled in his studies, setting the stage for his future endeavors. Recognizing the importance of further specialization, Tariq continued at Iqra University to complete his MBA, majoring in Marketing and Supply Chain Management. This combination of disciplines provided him with a holistic understanding of how to manage and grow brands in a competitive market.
The Early Career: Building Foundations at Johnson & Johnson
Tariq’s professional journey began at Johnson & Johnson Consumer Health, where he took on the role of Brand Executive for Neutrogena in 2012. This position marked the beginning of his immersion into the fast-paced world of FMCG (Fast-Moving Consumer Goods). At Johnson & Johnson, Tariq honed his skills in sales tracking, trade promotions, and strategic planning. His role required him to manage sales teams across Pakistan, design marketing budgets, and ensure the efficient distribution of Neutrogena products nationwide.
This early experience was crucial in shaping Tariq’s understanding of brand management and consumer engagement. It also introduced him to the complexities of supply chain management, a skill that would prove invaluable in his later roles.
“Building a brand is not just about selling a product; it’s about creating an experience that resonates with the consumer.”
Climbing the Ranks: From Assistant Brand Manager to Senior Leadership
After gaining valuable experience at Johnson & Johnson, Tariq joined Shangrila (Private) Limited as an Assistant Brand Manager in 2014. Here, he continued to build his expertise in brand management, focusing on increasing brand visibility and ensuring effective market penetration. His role involved strategic planning and execution, enabling him to contribute significantly to Shangrila’s growth.
Tariq’s career trajectory continued its upward climb when he took on the role of Brand Manager at Weetabix Breakfast Cereal in 2016. Over the next four years, Tariq played a pivotal role in enhancing Weetabix’s market presence in Pakistan. As Brand Manager and later Senior Brand Manager, he was responsible for driving both the topline and bottom line of the brand. His focus on new product development, shopper behavior analysis, and trade marketing strategies led to significant business expansion and consumer reach.
This period was marked by Tariq’s growing reputation as a leader capable of turning strategic insights into actionable plans that delivered tangible results. His work at Weetabix not only solidified his expertise in the FMCG sector but also positioned him as a key player in brand development and market strategy.
“Innovation isn’t just a buzzword—it’s the lifeblood of sustainable business growth.”
Leadership Roles: Steering Businesses Towards Success
In 2020, Tariq transitioned to a more comprehensive leadership role at Jade Cosmetics Limited UK as the Group Head of Marketing. This position allowed him to oversee various aspects of the business, including sales, marketing, supply chain planning, and e-commerce. His leadership ensured that Jade Cosmetics not only met its revenue goals but also optimized its operations to enhance profitability. Tariq’s ability to manage resources effectively while driving brand visibility and success became a hallmark of his leadership style.
By 2021, Tariq was promoted to Business Unit Head, where he took on the additional responsibilities of sales, marketing, and business operations. His tenure in this role was marked by significant achievements in trade visibility, cash flow management, and new product development. Tariq’s strategic thinking and hands-on management approach ensured that the business maintained its competitive edge in a challenging market.
Current Ventures: Leading with Vision and Purpose
In July 2024, Tariq embarked on a new chapter in his career as the CEO & Co-Founder of a confidential company in Karachi, Sindh. This role represents the culmination of over a decade of experience in marketing and business strategy. As CEO, Tariq is focused on driving the company towards innovation and growth, leveraging his extensive knowledge of the FMCG sector to explore new opportunities and lead the company to success.
Simultaneously, Tariq continues to serve as Marketing Manager at Hilal Care (Pvt.) Ltd., a role he has held since December 2022. His contributions to Hilal Care have been instrumental in the company’s continued growth and market presence. Tariq’s dual roles as CEO and Marketing Manager showcase his ability to balance strategic leadership with hands-on management.
Beyond his corporate responsibilities, Tariq is also deeply committed to education. Since 2016, he has been a Visiting Faculty Member at Iqra University, where he teaches Strategic Marketing Management and Advertising & Brand Management. His passion for teaching reflects his belief in the power of education to shape the future of business and marketing.
“True leadership is about inspiring others to see the possibilities that lie beyond the challenges.”
5 Leadership Lessons
- Innovation is the Key to Growth: Always strive to innovate—whether it’s in product development, marketing strategies, or business processes. Innovation keeps the brand relevant and competitive.
- Lead by Example: True leadership isn’t about telling others what to do; it’s about showing them how it’s done through your actions and commitment.
- Focus on Consumer Experience: Building a brand goes beyond just selling a product; it’s about creating an experience that resonates with consumers and builds long-term loyalty.
- Effective Resource Management Drives Success: Optimizing resources whether human, financial, or material is crucial for achieving business goals and ensuring sustainable growth.
- Education and Mentorship are Vital: Sharing knowledge and mentoring the next generation is not just a duty but a privilege. It’s through education that we build a better future for the industry.
Editorial Note:
Tariq Raheem’s journey exemplifies the power of vision, innovation, and leadership in driving business success. His dedication to both professional excellence and education underscores his commitment to shaping the future of marketing. Tariq’s story is not only inspiring but also a valuable guide for anyone aspiring to make a meaningful impact in the business world.
