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A.S. Shah

Creative Account Manager & Media Professional


To achieve the impossible with determination, hard work and a bit of charm is what I aspire relentlessly and to know and appreciate different cultures and individuals at the same time


Work experience


Communications Specialist

Fresh Fruits Company

Internal & external communications - Social media community management for multiple channels - Develop social media strategy for multiple b2b and b2c company brands - Developing & maintaining annual social media content calendar - Copywriting - Preparation, development and implementation of marketing and communications strategies - PR & press - Event management - Liaising with agencies and vendors – Sourcing & briefing promoters

Social Media Management (Linkedin, Instagram, Facebook, Twitter): @freshfruitscompany, @myhellofruits, @myfrutia, ‘Jazz Apple Crunch’ campaign on @jazzappleuae


Feb 20162017

Business Catalyst

Creos Consulting

- Creating unique brand experiences and Managing key accounts, I.E DU, Samsung, Mawarid
- Full Campaign Planning
- Client facing, understanding & executing A-Z on-call needs
- Manage internal & external communications, PR
- Manage company profile and brand image
- Business Development
- Art direction, copy writing, design, stand setup, digital & social media marketing analyst
- BTL startups, activations and event strategies
- Creative & technical copywriting

Feb 20132017


LSD Studios

-Voicing, producing, editing Audio & Video projects
-Artistic, Financial & Technical directing
-Producing comedy dubbing clips from popular TV serials for public enjoyment
-Coordination and Pre-Production
-Engineering and Sound Mixing
-Post-Production Mastering
-Liaising and discussing projects with financial backers

May 20092017

RJ & Producer

Mast FM 103

As a radio jockey, I host nationwide network shows.
-Operate control consoles.
-Prepare and deliver news, sports, and/or weather reports, gathering and rewriting material
-Announce musical selections, station breaks, commercials, or public service information
-Read news flashes to inform audiences of important events.
Select program content
-Study background information in order to prepare for programs or interviews.
-Comment on music and other matters, such as weather or traffic conditions.
-Record commercials for later broadcast.
-Source guests to appear on talk or interview shows.
-Interview show guests about their lives, their work, or topics of current interest.
-Discuss various topics over the telephone with viewers or listeners.
-Host civic, charitable, or promotional events that are broadcast over television or radio.
-Describe or demonstrate products that viewers may purchase through specific shows or in stores.
-Make promotional appearances at public or private events
-Coordinate games, contests, or other on-air competitions, performing such duties as asking questions and awarding prizes.
-Attend press conferences in order to gather information for broadcast.
-Provide commentary and conduct interviews during sporting events, parades, conventions, and other events.
-Give network cues permitting selected stations to receive programs.
-Moderate panels or discussion shows on topics such as current affairs, art, or education.

Oct 2013Feb 2016

Events Manager & Host

Top Ventures

-Planning, budgeting, executing & hosting concerts, fashion shows, weddings and conferences
-Development, production and delivery of projects from proposal to delivery
-Delivering events on time
-Booking Talent
-Sample food and select dishes for menus.
-Setting, communicating and maintaining timelines
-Communicating, maintaining and developing client relationships
-Managing supplier relationships
-Create invitee list.
-Send out invitations and manage RSVP list.
-Hire staff including security, bartenders, hosts, etc
-Negotiating and securing event space
-Managing operational and administrative functions efficiently
-Dealing with NOC
-Preparing Presentations
-Designing promotional materials.
-Providing leadership, motivation, direction and support to your team
-Traveling to on site inspections and project managing events
-Ensuring excellent customer service and quality delivery


TV Host

Geo TV

Host a segment in the Nadia Khan Show covering events around the country. 

Oct 2005Sep 2008

RJ, Head of Music, Producer & Event Manager

Club Asia 963 & 972 AM

-Presenting & covering shows
-DJing for club nights
-Managing operations
-Creating station imaging
-Creative copy writing for promos idents TOHs jingles ads and radio documentaries
-Booking & directing voice over artists via ISDN
-Analyzing programming as per RAJAR listening figures
-Executing programming
-Analyzing campaign briefs with clients
-Making the commercial and music logs through RCS software
-Music sourcing and playlisting
-Events management and hosting
-Manage text, email and social media campaigns

As a result, our station won Best Radio Station and the UK AMA's and managed to compete with the well oiled machine of Sunrise Radio at the Number 2 spot as per RAJAR listening figures.

Aug 2011Dec 2011

Creative Director

Pitch Black Ink TM - Tattoo & Piercing Studio

-Creating & Establishing Brand Identity
-Brand Activation
-Out of the box 3D Spatial Designing
-Source Talent & Visual Artists
-Develop unique, new concepts.
-Manage multiple projects from concept through completion
-Meets cost standards by monitoring expenses; implementing cost-saving actions.
-Visual Merchandising

The tattoo trend had just picked up in Pakistan and as Creative Director, I was responsible for working alongside CEO in creating and establishing our complete business and brand image from inception to fully functioning to up and running studio.

All resulting in a successful brand launch with TV, radio & print media coverage

Apr 2010Dec 2012

TV Host

Kohenoor TV

-Writing and rehearsing scripts
-Meeting with programme directors/producers to discuss programmes/shows
-Selecting Music

Nov 2010Sep 2011

TV host & Media Planner

Aag TV (GEO)

-Media Planning
-Introducing and hosting programmes;
-Interviewing guests in the studio, by telephone or on location
-Reading short news, traffic, sport or weather reports;
-Reading from a script or autocue, or improvising;
-Keeping the programme running to schedule, responding positively and quickly to problems or changes and improvising where necessary;
-Within television, keeping in contact with the director and production team in the studio gallery, via ear-piece link.

I hosted a show called AAG Exclusive, which involves interviewing celebrities.
Also did pro-bono Media planning projects on the request of Station Director.

Feb 2007Present

RJ & Web updater

Totalrock Radio

-Presenting Radio Shows
-Curate relevant content to reach the company’s target market
-Create, curate, and manage all published content (images, video and written).
-Monitor, listen and respond to users in a “Social” way while cultivating leads and sales.
-Conduct online advocacy and open stream for cross-promotions.
-Develop and expand community and/or blogger outreach efforts.
-Oversee design (ie: Facebook Timeline cover, profile pic, thumbnails, ads, landing pages, Twitter profile, and blog).
-Design, create and manage promotions and Social ad campaigns.
-Compile report for management showing results

As RJ, I hosted a weekly show. Web updates includes uploading album updates, reviews, RJ profiles, etc.

Apr 2005Aug 2007


TNS Field

-Calling Market research Interviewees
-Delegating tasks
-Training newcomers
-Monitoring the team’s performance
-Assisting the team by performing the tasks with them
-Helping with training and development
-Completing paperwork
-Handling complaints (from both staff and customers)
-Helping to hire new staff
-Reporting to senior management / personnel when required

Started off being a back checker for market research. Our interviewers go out for conducting various forms of market research. My job was to get in touch with selected interviewees and confirm the authenticity of the interview. Eventually, I got promoted to being a supervisor and at any given point I had upto 30 back checkers to look over

Jun 1998Present

Other Jobs

Various other jobs from selling France 98 footballs to street marketing for a fashion studio. There are too many to mention, but I would love to elaborate over coffee.

Mar 2000Apr 2000

Tele Marketer

Avari Hotels

Selling Gold Cards to a selective database of high profile professionals and entrepreneurs.

Oct 1998Sep 2000


FM 101

My first radio gig ever. Got to learn a lot from some of the pioneers in the industry at a very young age.

Sep 2002Dec 2002

Teacher & Debating Coach

Scarsdale International School
Sep 2000Sep 2003

RJ / Road Show Host

FM 100

The first private radio channel in Pakistan. I did 5 shows a week as DJ Ash and gained plenty of recognition from the gig. I was also dubbed the best English language radio presenter in Pakistan.

Oct 2002Sep 2003

Teacher & Debating Coach

National Grammar School

-Delivering lectures, seminars and tutorials
-Developing and implementing new methods of teaching to reflect changes in research
-Designing, preparing and developing teaching materials
-Organizing student activities
-Parliamentary style debates coaching
-Off the record student counselor due to my passion for student well-being
-Assessing students' coursework
-Setting and marking examinations
-Supporting students through a pastoral or advisory role
-Undertaking personal research projects and actively contributing to the institution
-Writing up research and preparing it for publication
-Supervising students' research activities
-Completing continuous professional development (CPD) and participating in staff training activities; carrying out administrative tasks related to the department, such as student admissions, induction programmes and involvement in committees and boards;

Teaching is one of the most profound and humbling experiences I've had and still continue to do it on and off. As teacher, I was handling the O Levels and junior sections for English and Religious Studies.

As debating coach, I taught parliamentary style debating to a bunch of students who were fairly oblivious to the art. As a result, we were registered and took part in debating competitions for all major institutions in the city. I was also responsible for planning and executing a unique debating competition for NGS. The concept was to involve not just current but ex students of institutions. It was the first time anything like this had been done and principal and CEO still regards me highly for it.

Dec 2003Feb 2004

Customer Care Assistant


This was one of my first jobs in London. Sounds like a high profile job title, but it was really just greeting customers and cleaning up after them. Having said that, I still loved the customer interaction bit.

May 2004Jan 2005

Cocktail Bartender

Sound Bar

I've always loved the art of cocktails and thus have worked many evenings in bars with more formal day jobs.

Mar 2004May 2004

Cocktail Bartender


Mixology & Customer Service

May 2004May 2004



Temporary radio station for high street fashion retail outlet French Connection UK

Stage Host for

Kinnaird College Concerts 2014 & 2013 by Top Ventures- Mustafa Zahid

Night with Pappu Saeein (Host & Event Manager) - Pappu Saeein at Al Hamra, Lahore

Dhamaka - Atif Aslam at the Royal Albert Hall London

Spirit of Independance - Ali Azmat, Strings, Roxen @ Alexandra Palace London

Diwali in The Square - Diwali celebrations and Raghav performance @ Trafalgar Square, London (endorsed by Mayor of London - Boris Johnson)

Zee Carniival - Shilpa Shetty, Priyanka Chopra, Himesh Reshammiya @ London Olympia

Heatwave - Faakhir & Abrar ul Haq @ Hammersmith Apollo, London

East London Mela (Host & Backstage Manager) - Juggy D, J Dhami, Rishi Rich, Imran Khan held @ Barking Park, London

Slough Mela - RDB, Hard Kaur, Hunterz, Kray Twinz @ Upton Court Park, Slough

Waltham Forest Mela - Tariq Khan, Abrar, Ali Zafar @ Lloyd Park, London

Loom to Luxury - Showcase of Pakistani goods and lifestyle @ Kensington Main Hall London

(endorsed by ex Pakistani High Commisioner to London - Maleeha Lodhi)

Club DJ - (Bolly/Desi, House, Trance, Electro, Dubstep, DnB)

Performed in London's Madame Jojo's, Club 24, Piya Piya, London School of Economics annual parties, Astoria, Cafe RoyalThames Boat Parties & more



Course on Humanitarian Reporting


Course on Radio Broadcasting

Pakistan Braodcasting Corporation

Key Skills & Competencies

  • Great Ear for Music and impeccable Eye for Video
  • Immaculate physical presentation
  • Thorough Advertising and Market knowledge
  • Advanced communication skills (English, Urdu, Hindi, Punjabi)
  • Confidence - Great with People
  • Bundles of positive energies
  • IT Skills - Media Software such as Adobe Audition, Sony Vegas
  • Ownership & Responsibility
  • Hard & Smart Worker
  • Self-motivated team player
  • Flexibility - Adapt & Evolve
  • Customer oriented relationship builder
  • Ethical problem solving
  • Commitment to career
  • Well Traveled – Cross cultural understanding
  • Receptive – Sense energies not just words
  • UAE Driver's License, RERA & Good Conduct Certifications


Jan 2003Jan 2005

Bachelors in Music & Media Management

London Metropolitan University

Did my first year on the course. Contrary to popular opinion, it is not merely a dedicated music degree. It combines aspects of the media industry alongside business asthetics that is found in any BBA degree.