JOURNAL PUBLICATIONS 1. Sustainability & Financial Performance: A systematic Literature review and Bibliometric Analysis of 17 Years of Literature Submitted to Int. J. of Business Environment 2. Retrospective view of SERVQUAL for prospective Directions: A bibliometric Analysis Journal of Management Info, (September 2023) Vol. 10 No. 3, pp 227 – 241. 3. Potential and Prospects of Tourism in KP Through Effective Use of e-Commerce and Tourism Operators Compatible with the Best International Practices Journal of Management Info, (June 2023) Vol. 10 No. 2, pp 107 - 129 4. Weaponizing Social Media, Mental Health and Surveillance Capitalism: Another Side of the Coin. Journal of History and Social Sciences, (December 2022) Vol. 13 No. 2, pp 109 - 121 5. Impact of Social Media Advertisement on Consumer Purchase Intention in Social Media Environment. Analysis of Intermediary Effect Based on Brand Attitude. The International Journal of Innovation, Creativity, and Change. (IJICC) (April 2020) Volume 11, No 12, pp 602 - 619 6. Impact of Customer Relationship Management (CRM) Through Online Banking Services on Customer Retention with Mediating Role of Customer Perception and Satisfaction. A Case of Standard Chartered Bank Pakistan International Journal of Sciences: Basic and Applied Research (IJSBAR) (2019) Volume 44, No 1, pp 14-32 7. Outdoor Advertising Future in Perspective of 3D Holographic Technology in Pakistan International Journal of Sciences: Basic and Applied Research (IJSBAR) (2017) Volume 36, No 4, pp 1-15 RESEARCH PUBLICATIONS 8. Adaptability Issues of GPS in Public Sector of Pakistan: LAP Lambert Academic Publishing, 2013, ISBN-10- 3659468622, ISBN-13-978-3-659-46862-9 9. Cartoon Endorsement and Children Impulse Buying: LAP Lambert Academic Publishing, 2013, ISBN-10-3659491993, ISBN-13-978-3-659-49199-3 ACADEMIC EXPERIENCE MINHAJ UNIVERSITY LAHORE (MUL) -- LAHORE Asst. Director International Qualification/ Asst. Professor (February 2025 – Present) Consumer Behavior Organizational Behavior Marketing Management Responsibilities: • Spearhead the establishment of TNE partnerships with globally recognized institutions. • Identify and select partner universities based on QS rankings, accreditations, and program demand. • Develop partnership proposals highlighting MUL’s infrastructure, faculty expertise, and student potential. • Conduct outreach through formal meetings, conferences, and academic networking events. • Negotiate and finalize agreements such as Memoranda of Agreement (MOA) covering curriculum, faculty training, and quality assurance. • Oversee the integration of partner university curriculum, assessment policies, and academic quality standards. • Recruit and train faculty in alignment with international academic expectations. • Ensure compliance with Pakistan’s Higher Education Commission (HEC) regulations and partner university policies. • Implement Learning Management Systems (LMS) and allocate dedicated facilities. • Conduct feasibility studies and due diligence for program viability. IVY COLLEGE OF MANAGEMENT SCIENCE (ICMS) -- LAHORE Dean of Business Department (April 2021 – November 2024) Contemporary Management Issues – Level 6 Entrepreneurship & Innovation – Level 6 Human Resource Management- Level 4 Understanding & Leading Change - Level 5 Social Media Marketing - Level 7 Strategy & Change Management - Level 6 Sustaining the Business - Level 6 Competitive Strategy - Level 7 Professional Practice in Business - Level 7 Developing Personal Management Skills - Level 4 Managing Successful Business Projects - Level 4 Research Methods & Dissertation - Level 6 & 7 Business Project - Level 7 New Advancements in Business Level 6 Approved Research Supervisor of UOB & AU Entrepreneurship and Leadership of Business Ventures - Level 5 Study Skills Administrative Responsibilities: • Directed the Business department at Roots IVY CMS, serving as the nationwide program lead and head of business school across centres in Rawalpindi, Islamabad, Lahore, Bahawalpur, and Faisalabad. • Completed Standardization Training from Pearson, University of Bedfordshire (UOB), and Arden University UK. • Launched and managed HND top-up programs and undergraduate/postgraduate degrees in Business in collaboration with UOB, Arden University UK, and Royal Holloway UK. • Established partnerships with international universities, fostering cross-border educational relationships. • Coordinated with the Higher Education Commission of Pakistan and international partners to secure program approvals and accreditations. • Enhanced student recruitment by formalizing agreements with corporate partners and driving enrollment growth. • Promoted international partnerships and diversity through strategic marketing and outreach initiatives. • Oversaw faculty hiring, team development, and program administration. • Resolved academic and administrative issues as a member of the disciplinary committee. • Facilitated student exchange opportunities and aligned recruitment strategies with institutional growth objectives. • Supported the expansion of global academic offerings by fostering cross-border educational relationships. • Played a key role in student recruitment by securing Memoranda of Understanding (MOUs) with the corporate sector, driving increased enrollment. • Collaborated with academic and admissions teams to align recruitment strategies with institutional growth goals. • Supported marketing and outreach initiatives to promote newly established international partnerships, contributing to student body diversity. THE INSTITUTE OF MANAGEMENT SCIENCES PAK–AIMS Permanent Faculty Member (June 2014 – April 2021) Fundamentals of Management Human Resources Management Strategic HRM Leadership development and succession planning Global HRM Principles of Marketing Consumer Behavior Project Management Marketing Management Organizational Behavior Sales Management Marketing Research Research Supervision Global Marketing Administrative Responsibilities: Convener of women harassment committee. Convener of student societies Area Coordinator - Marketing Member Disciplinary Committee Student Counsellor Member of BBA Curriculum Review THE INSTITUTE OF MANAGEMENT SCIENCES PAK–AIMS Visiting Faculty Member (Spring 2022 Semester) Marketing Management UNIVERSITY OF MANAGEMENT AND TECHNOLOGY – LAHORE Visiting Faculty Member (Spring 2021 Semester) Business Research and Intelligence Marketing Management THE INSTITUTE OF MANAGEMENT SCIENCES PAK–AIMS Visiting Faculty Member (Spring 2021 Semester) Consumer Behavior Marketing Management UNIVERSITY OF MANAGEMENT AND TECHNOLOGY - LAHORE Visiting Faculty Member (Fall 2020 - 2021 Semester) Business Research and Intelligence Scientific Research Methods THE MILLENNIUM UNIVERSITY COLLEGE - LAHORE CAMPUS Visiting Faculty Member (Fall - 2015 - 2019 Semester) Business & Business Environment Project Management Business Strategy (Link Tutor – University of Hertfordshire) BAHRIA UNIVERSITY - LAHORE CAMPUS Visiting Faculty Member (Spring 2007 - 2015 Semester) PROFESSIONAL EXPERIENCE Rana Denim (Pvt.) Ltd Export Marketing & Sales Manager (Sept 2003---May2012) Managing Customers ‘orders Making Strategies Target market Promotion of the product (Denim Fabric), B2B Marketing Developing business plans Planning budgets Girne American University (GAU) of North Cyprus International Marketing Assistant (Oct 2000—Jan 2003) Promotion of Girne American University, Dealing with international students, Designing Brochures British Education Training System Lahore Pakistan Marketing Assistant (Sep 1998—Oct 2000) Developing Marketing Strategies Promoting BETS Reviewing and monitoring the progress reports. EDUCATIONAL BACKGROUND 2020 -- PhD (Business Management) Girne American University (GAU) North Cyprus 2002 -- Master of Business Administration in Information System Management Girne American University (GAU) Cyprus 200-- Bachelor of Fashion Designing with distinctions British Education & Training System (BETS) Lahore 1997 -- B.A (Bachelor of Arts) Kinnaird College for Women