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With almost two decades of work experience, Usman Waheed specialises in franchising, marketing, revenue optimisation and data analytics. He has held leadership roles in business transformation, marketing and franchise development. Before taking over as PCB – Director Commerical, Usman worked at PepsiCo as Director Business Transformation and Director Franchise, Chief Marketing Officer at Nishat Sutas Dairy Limited, and was Vice President Edible Brands for Middle East and Asia. He has also held leadership roles at The Coca-Cola Company (Middle-East) and Nestle Pakistan Limited. Usman holds master’s degrees in Business Administration from Lahore University of Management Sciences (2002, Dean’s Honour roll) and Management and Information Systems from the University of Manchester (2003, Academic Distinction). In 2016, Usman received Indra Nooyi’s Chairman’s Award for Outstanding Contribution to Pakistan Business Turnaround that entailed market share gain, franchise value creation and trade transformation at PepsiCo.