Sidra Khan

Senior Trade Category Manager - Biscuits at EBM

Sidra Khan is a seasoned marketing professional with extensive experience in trade category management and marketing roles. Currently serving as Senior Trade Category Manager for Biscuits at EBM since February 2021, Sidra previously worked at Reckitt from March 2012 to September 2019 in various capacities, including Trade Marketing Manager for the Middle East and National Key Account Manager, primarily focusing on Germ Protection brands like Dettol. Sidra's educational background includes a Master of Business Administration in Marketing and a Bachelor of Business Administration in Marketing/Finance, both from the Institute of Business Management, along with A Levels from The Lyceum School.

Location

Karachi, Pakistan

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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.


Headquarters

Karachi, Pakistan

Employees

201-500

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