Khurram Jaffar is heading the Commercial function at PBC. He sets the company’s marketing, go-to-market and sales strategy and leads a motivated and strong team to serve PepsiCo’s trusted and quality brands across Faisalabad Territory.

Khurram is a veteran of the beverage industry for more than 18 years. Joining AC Nielsen Pvt Ltd in 2004 as Retail Audit Supervisor in Sargodha, followed by a move to Punjab Beverages Co in 2006 as ASM. He was promoted after one year as Territory Development Manager. After serving 5 splendid years to PBC, Khurram joined the Coca-Cola Icecek Company as Sales Manager in Faisalabad in 2011. During his tenure at CCI, Khurram emerged as a star performer and made his way up the hierarchy. Khurram then joined Punjab Beverages Co as Sales & Distribution Manager in February 2017. Owing to his tremendous performance, he was soon given the responsibility to lead the Sales function as GM Sales & Marketing in November 2017. Known for his pioneering approach to commercial, distribution and team management, he was promoted as Chief Commercial Officer in February 2023 and has since been driving expanded productivity for PBC.

As PBC’s Commercial Leader, Khurram believes in driving efficiencies across the value chain through profitable selling, team building, quality customer service, enhancing numeric and weighted distribution, and bringing innovations to the go-to-market approach. With a customer-centric approach, leadership abilities and solid experience, Khurram is building a culture reflective of customer focus and cost consciousness.