Asma is currently a Digital Business and Innovation Strategy Consultant at IBM Middle East. In this role, she helps clients assess their current business models in order to make decisions on where they want to go. This includes identifying new revenue models based on customer and macro-environment insights, hypothesize impending competition by assessing your current value chains, and identifying new markets. Additionally, she is responsible for positioning technology solutions to the C-Suite in the field of Marketing, Finance, and HR. Before joining IBM, Asma was engaged in B2C communications as Director, Account Management and Business Development, at Corporate & Marketing Communications, CMC (an affiliate of Ketchum) one of the largest PR firms in Pakistan. During her tenure, CMC expanded into digital communications services and successfully executed campaigns for blue chip companies including P&G, Nestle and Microsoft. Asma is a Fulbright Scholar and received her Master’s in Strategic Public Relations from the University of Southern California, USA. She has another Master’s in Business Administration from the Institute of Business Administration (IBA).