Leading our company

Mert Turgut brings more than 15 years of experience across consumer goods and ice cream, currently serving as General Manager of Pakistan and Global OOH (Out-of-Home) Excellence VP at The Magnum Ice Cream Company Pakistan. He began his career with Unilever in 2011 and has since progressed through a series of leadership roles spanning multiple geographies, including Turkey and Morocco, as well as global responsibilities in out-of-home excellence.

His prior experience includes leading a successful turnaround of the Wall’s business in Pakistan, delivering more than 30% CAGR growth and tripling profitability over three years despite a highly challenging macroeconomic environment. He has also led global out-of-home excellence initiatives, driving route-to-market transformation and scaling digital, analytics, and AI-enabled commercial solutions to unlock new growth opportunities and enhance execution across markets.

With deep expertise in commercial strategy, route-to-market transformation, and out-of-home channel development, Mert is known for driving sustainable growth, building strong cross-functional alignment, and delivering consistent results in complex and dynamic business environments.

Mert holds a degree in environmental engineering from Istanbul Technical University.

Junaid Siddiqi is the Executive Director and Chief Financial Officer of Magnum Pakistan. He is a seasoned finance individual with 17 years of experience across global and local markets. He began his career with Unilever Pakistan and has held various senior leadership roles across corporate functions, commercial strategy & business partnering, complex large-scale transformations and procurement across Pakistan, Middle East, Turkey and Africa. 

Junaid transitioned to The Magnum Ice Cream Company Pakistan with its inception as a standalone business in Pakistan. He is known for his visionary and growth-oriented leadership and was instrumental in a sharp turnaround of the business performance. His focus on core fundamentals of portfolio and retail expansion; along with financial stewardship of a new organization has established his credentials as a strong business leader. 

Junaid holds a BSc (Honours) in Accounting and Finance from the Lahore University of Management Sciences (LUMS) and has completed his CFA qualifications. He brings a balanced and a mature blend of leadership experience to the role along with calculated risk taking vital for expansion of the organization in emerging markets.

Sajjad Akbar is Head of Sales at The Magnum Ice Cream Company Pakistan, with over two decades of commercial leadership and a proven track record of delivering sustained growth in competitive markets. He oversees national customer development, sales operations, and cold chain logistics, driving strategic growth and fostering strong customer partnerships. Most recently, he served as Country Manager of Unilever Food Solutions (UFS) Pakistan, where he managed full P&L responsibility and set the long-term strategic direction for sustainable growth.  

His career at Unilever Pakistan spans multiple senior leadership roles, including Regional and National roles, giving him deep expertise across end-to-end commercial operations, general and modern trade, and channel strategy. His tenure as Head of Field Sales Wall’s saw record-breaking expansion, innovative sales models, and the highest penetration numbers in the company’s history. 

His achievements include positioning Pakistan as a priority market for global investment, pioneering new distribution models, and launching iconic campaigns including Surf Excel 2014, which became a benchmark in trade execution. 

Recognized with multiple awards—including Best Region Award, Best Channel Award, and Fastest Growing Country for UFS globally—Sajjad has built a reputation for excellence, resilience, and vision. 

He holds an MBA in Sales & Marketing from Rawalpindi, Pakistan.  

Sidra Modan is the Marketing Director of The Magnum Ice Cream Company Pakistan, bringing over 12 years of experience in FMCG and a strong track record of building and scaling leading ice cream brands. She currently leads the marketing agenda for a portfolio of some of the country’s most iconic brands. Prior to this, she served as Head of Marketing of Ice Cream Division in Unilever Pakistan, where she led the Walls Ice Cream and Frozen Dessert business, where she led the Wall’s ice cream business, driving brand growth, strengthening equity, and delivering high-impact campaigns.

Before Unilever, Sidra spent nearly seven years at FrieslandCampina Engro Pakistan, where she played a key role in transforming Omore from a challenger brand into a strong, profitable growth driver through consumer-led innovation, portfolio transformation, and value engineering. She began her career at Engro Foods, building foundational experience across dairy and beverage portfolios.

Sidra is known for her deep expertise in the dairy and ice cream category. Her strength lies in driving penetration and relevance through innovation while building distinctive brand experiences that win with consumers.

Sidra holds a Bachelor’s degree in Business Administration (Marketing) from the Institute of Business Administration (IBA), Karachi.

Usman Tahir is the Factory Head at The Magnum Ice Cream Company Pakistan, bringing over 18 years of extensive experience across manufacturing and operations. He began his career with Unilever in 2007 as a Shift Lead and progressed through a series of senior leadership roles, including Country HSE Manager, Operations Manager, and Factory Manager at Unilever Pakistan Foods. Throughout his career, he has played a pivotal role in driving operational excellence during challenging business conditions and major organizational transitions.

Over the course of his career, Usman has developed deep expertise in factory operations, project management, and safety, health and environment (SHE) leadership. His experience spans utilities management, process safety, and large-scale capital projects, complemented by a strong focus on improving efficiency, reliability, and compliance across manufacturing environments. He is widely recognized for building high-performing teams and embedding structured operational practices that enable consistent delivery, cost optimization, and long-term operational resilience.

Under his leadership, the factory has earned several global recognitions, including the Most Improved OEE (Overall Equipment Effectiveness) Award and the Most Improved Labor Productivity Award, reflecting his strong focus on performance, efficiency, and continuous improvement.

Usman holds a bachelor’s degree in mechanical engineering from the University of Engineering and Technology (UET), Lahore.

Siraj Hassan is a seasoned legal professional with 15 years of experience in corporate law and governance. Known for his pragmatic and solution-oriented approach, he brings deep expertise across corporate structuring, labour law, and legal transformation.

He began his career with Unilever Pakistan in February 2011, where he developed a strong track record in navigating complex legal, regulatory, and organisational challenges. During his tenure, Siraj successfully led the landmark delisting of Unilever Pakistan, demonstrating strategic leadership in a highly complex regulatory environment. He has also driven innovation through smarter contracting solutions, significantly improving efficiency and risk management. In addition, he has overseen the resolution of more than 1,200 labour cases, reinforcing compliance and organisational stability.

Since transitioning to The Magnum Ice Cream Company Pakistan in January 2025, Siraj plays a critical role in shaping the company’s legal and governance framework at a foundational stage. As the organisation establishes itself as a standalone entity, his leadership is instrumental in ensuring robust compliance, managing legal risks, and enabling business growth through forward-looking legal strategies.

Siraj holds an LLB from Murdoch University, Australia and is also a Certified Director from the Pakistan Institute of Corporate Governance (PICG).