Founder & CEO

Wasif Waseem is an industry veteran with two decades of rich/diverse experience in all facets of Human Resources. A  graduate of IBA Karachi, he has been actively involved with leading Corporations such as Coca-Cola, PepsiCo, FMC Corporations, Strauss Levis, Wal Mart, Hewlett Packard, Abraaj Capital, MashreqBank, Haleeb Foods, AC Nielsen, SMEDA, UNIDO, China Mobile, DESCON Engineering and CresSoft in  various capacities. He has helped set up Sales & Marketing Operations in Pakistan, UAE, US, China, Indonesia, Turkey, Oman and Afghanistan.  His areas of expertise include:

  • Compensation & Benefits Design/Benchmarking
  • Job Analysis & Job Evaluations (HAY Factor Profile Method)
  • Shared Vision, Mission & Values
  • Certified Leadership Development  Trainer
  • Assessment Centres with emphasis on Psychometrics (HAY, Thomas DiSC & SHL)
  • Talent Management
  • Organizational Development
  • Engagement and Climate Surveys


Wasif spent the majority of his career with FMCG/Food & Beverage sector. He has  worked in Senior Leadership positions in Sales, Marketing and Human Resources. His last assignment was with Coca-Cola Beverages as Director Human Resources. Wasif is very passionate and energetic individual with in-depth knowledge of Sales & Distribution Systems especially for HORECA and Export Markets. He has negotiated several JVs for his previous employers and has lead successful operations in UAE, China, Afghanistan and Pakistan.  He is also very adept to run start ups in various countries. He contributes as speaker on HR topics at National and International level. He has attended ‘Train the Trainer’ from Ken Blanchard Europe, ODI USA and Nelson Buchannan & Oostergard Singapore.

He is visiting faculty  for Punjab University, NUST-PIQC, Pak AIMS and Superior College. He is also Member Board of Governors for Institute of Business Management at UET, SAARC Association for Management Development, American Compensation Association, Executive Body of ‘United Spirit’ a body for Youth Empowerment and Head of Board of Trustees for Lahore HR Forum. His pupils are serving in the leading organizations in Pakistan and abroad.

Wasif brings a unique blend of hands  on practical experience along with exposure to world class best practices .