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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.