Asif has an extensive career in the telecommunications industry, focusing in emerging markets. He has held a number of leadership roles in multinational telecom organizations across Europe, Africa, and the Middle East. His international experience and strategic vision have been crucial in driving Jazz’s growth and sustaining its market leadership.
At Jazz, Asif has spearheaded several strategic initiatives and milestones. He played a key role in the merger of Mobilink and Warid, revitalizing the brand’s market presence and transforming it into the customer-centric brand we know today as Jazz.
Asif has been instrumental in promoting digital adoption in Pakistan, advocating for increased smartphone and broadband penetration, with a focus on digital inclusion. In his various strategic roles at Jazz, including Chief Commercial Officer, he successfully expanded Jazz’s customer base from 35 million to 75 million. Notably, he also played a crucial role in the introduction of 4G services, solidifying Jazz’s position as the market leader, growing its customer base to 47 million. Most recently, as President, enterprise solutions, he has driven Pakistan’s largest onshore cloud, Garaj to market leader.
Asif holds an MBA from Ashridge Management School (now part of Hult), and graduated from Stanford executive Proramme. Asif previously Chairman of the Pakistan Advertisers Society. A Chartered Marketer since 1997 and also an avid sportsman.
