EBM
Mughees Abid currently serves as the Head of Marketing at EBM, leading the Cakes & New Initiatives teams since December 2020. Prior to this role, Mughees held multiple positions at RB, including Deputy General Manager Marketing and Marketing Manager, where the cleaning portfolio was managed, encompassing over 100 million USD. At The Kraft Heinz Company, Mughees functioned as Marketing Director for a 75 million USD portfolio of sauces and condiments. Experience at FrieslandCampina includes serving as International Marketing Manager, where brand creation for an adult nutrition brand was led. Mughees also has a significant tenure at Unilever, with roles ranging from Global Brand Manager for Vaseline to Assistant Brand Manager for Dove and Lux, among others. Mughees holds an MBA in Marketing and a BBA in Marketing from the Institute of Business Administration.
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EBM
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The biscuit industry leader of the country, EBM is a household name across Pakistan. Previously named Peek Freans Pakistan Limited, the company has an annual production capacity of over 180,000 tonnes; the largest in the country and one of the largest in the region. With over 16 brands that delight our consumers every day, EBM has been dedicated to innovation and quality standards since inception. EBM has embraced its ‘Never Compromise on Quality’ philosophy. It is the very reason which has led to Peek Freans Sooper becoming Pakistan’s No. 1 biscuit, as per Nielsen ranking. While EBM’s mission is to provide wholesome, hygienic food-between-meals across Pakistan and beyond, it is dedicated to do so in a manner which ensures the welfare and growth of society at large (people), the preservation of the environment (planet) and the pursuit of profitability in an ethical manner (profit): the triple-bottom-line approach which is achieved by a business growth model based on 3 Ps- People, Planet, Profit. EBM has always understood its responsibility to give back to the community, and this value is at the heart of their business. Over the years, EBM has grown into a sustainable and environment-friendly company that has been awarded the Environmental Excellence Award for ten consecutive years. Working with the U.N’s World Food Program, EBM manufactures energy-rich biscuits for food emergencies. It also partners with the Pediatrics Department at the country’s leading university hospital to undertake research on the nutritional needs of women and infants. Over its 50 years, the company has successfully established a realm of reliability, trust and connection with its employees - a connection it will cherish and uphold, now and always. EBM has, and shall always be committed to the growth and prosperity of its employees and the development of the community at large.