Abbas is a regionally acclaimed Marketer with experience in Pakistan and across MENA markets. He is known for his passion for growing brands and businesses while leading capability development for his team as well as entire industry.
He is one of the most awarded marketers at Coca-Cola Company having won 3 Global Innovation Awards from the Board of Directors over last two years.
Currently he leads marketing for Pakistan which is among top 20 markets for Coca-Cola globally. He is leading development of core brands about unique purpose, establishing new ways of experiential and digital marketing and inspiring the organization for exponential 10X thinking.
Under Abbas's leadership, Coca-Cola became Marketer of the Year at the Effies in 2018, and had won 10+ awards previously in Campaign Asia, Dragons Asia and PAS.
Abbas led campaigns such as Coke Studio which is the largest digital asset of the Coca-Cola Company globally with 7B+ minutes of watch time. He also designed Coke Fest, which is the largest experiential marketing platform in Asia. He has been leading innovation agenda with brand launches of Coca-Cola Zero Sugar, Dasani water, Roar and Cappy over last 3 years.
Abbas is committed to developing capability of his team and the community he lives in. He is marketing capability lead for Coca-Cola Middle East North Africa, with responsibility for 50+ marketers across 24 countries. He is also General Secretary for Pakistan Advertising Council which leads Media Monitoring standards, advertising trainings and government relations on behalf of entire industry. He is also on the board of LUMS (his Alma Mater) Alumni, which provides industry perspective on recruitment of new MBA students as well as providing industry knowledge to graduating MBA classes.