Two decades of understanding people. Now applied to AI.
My career began in blue-chip marketing — fifteen years (2001–2016) across brand management, marketing strategy and consumer insight at global companies — working on household names like Diet Coke, Fanta, Pantene and Ariel, and lifestyle brands such as Next and John Lewis. I learned that great brands win by deeply understanding people, not by outspending everyone.
In 2018 I founded Xperience Pakistan, a multi-award-winning travel company changing perceptions of Pakistan, followed by Sikhana — a purpose-led marketplace telling the stories of misrepresented cultures through fragrance, children's workbooks and experiences. Along the way I've been invited to speak at the Luxury Travel Fair, Destinations London and Manchester, and the Adventure Travel Show.
Running these businesses alone — time poor, budget conscious — is what pushed me into AI. I taught myself the free and low-cost tools, built them into daily workflows, and realised the biggest gap in the market wasn't technology. It was a trusted guide who speaks business, not code.
That's Sikhana AI. And I don't consult and walk away — every engagement includes coaching, so the tools keep working long after I'm gone.
