Darson is a member of the Credence Group which operates across various industries including financial services and IT. The document discusses the author's experience as Head of Online Brokerage at Darson Securities from 2007-present, highlighting achievements such as establishing the online brokerage division, generating over 6,000 sales leads in the first year, and materializing 700 accounts. It also discusses conventional brokerage practices and developing the commodities department.

2. DARSON SECURITIES (PVT.) LTD.
(www.darsononline.com)
Member Karachi & Lahore Stock Exchanges
Member Pakistan Mercantile Exchange
Darson is Credence Group Company (www.credence-group.com). The Group has a diversified portfolio &
operates 10 companies in 7 business sectors and currently employs over 800 people. Group’s portfolio
companies belong to financial services, education, charity, stock trading, real estate & construction &
information technology industry. One of its flagship company is Dollar East Exchange Company (Pvt.)
Limited (www.dollareast.com), a well known & leading exchange company in Pakistan.
Head of Online Brokerage (Retail & High Net Worth) April 2007 till date
TENURE HIGHLIGHTS
SETUP OF ONLINE BROKERAGE DIVISION
Execute the department from scratch level
I.T. infra structure
Hiring of marketing, trading & support staff.
Designed Trading, Support & Risk Management SOPs.

3. DARSON SECURITIES (PVT.) LTD.
Head of Online Brokerage (Retail & High Net Worth)
MORE THEN 6000 SALES LEADS DURING FIRST YEAR
Through various strategic marketing techniques (i.e. SEO, Email Marketing, SMS Marketing, Telemarketing,
Database Marketing, Advertisement, etc) I created awareness and established two-way communication with the
target audience which resulted in 6000 leads.
SALES & MARKETING MECHANISM & ITS LIFE CYCLE
I developed marketing life cycle supported with Automated Task Management System. This KPI (Key
Performance Indicators) based marketing & lead generation mechanism of reach & frequency facilitated sales
team in business development. This Integrated Marketing Communication process resulted in identified
potential clients which facilitated my sales team in focused & effective prospecting without following-up
unnecessary people.
700PLUS ACCOUNTS DURING FIRST YEAR
Marketing Mechanism designed by me, supported with Task Management Automation made it possible for my
sales team to engage & handle 6,000 leads effectively, out of which 700 were materialized into clients.
PROFIT & LOSS RESONSIBILITY AND POSITIVE ROI
I manage department as a separate SBU (Strategic Business Unit), having separate marketing trading, support
& other functions. Being accountable for the costs and revenue generated by department, I run department with
full P&L responsibility. Just after one year of its inception, department’s ROI was positive either.

4. DARSON SECURITIES (PVT.) LTD.
Head of Online Brokerage (Retail & High Net Worth)
CONVENTIONAL BROKERAGE
I used core features of online trading system i.e. OMS (Order Management System) & Real time Risk
Management for conventional brokerage practices. Apart from orders routed from internet cloud (WAN), I used
OMS as KATS (orders from LAN environment) for conventional dealers. Provision of customized risk &
exposure management policy helped me manage conventional brokerage setup with more controls.
COMMODITIES DEPARTMENT
Developed commodity sales team. Used existing marketing data base & mechanism helped to create clientele
rapidly.
PROMOTIONAL MATERIAL
Having experience in advertising, I developed professionally designed & creative collateral material (Flyer,
Brochure, Teaser, Stationery etc.) which complemented the whole marketing, lead generation & communication
process.
TV COMMERCIAL
I envisioned the concept for TVC and got it developed by an Ad Agency “The Carrot” (Circuit) and I worked
closely with Carrot from story board to the selection of models, selection of venue for shoot, production
activities, selection of voice over artist, post production (i.e. final edit, animations etc), still photography for print
and out door advertising.

5. ApplicationXS (Pvt.) Ltd.
Pioneer of Online Trading Systems in Pakistan
An AKD Group Company
AppXS specializes in Banking, Financial & Online Brokerage systems. AppXS is the pioneer in deploying Online
Trading System in multiple brokerage houses of Karachi Stock Exchange. The clientele of AppXS ranges from
Banks to Brokerage Houses of Karachi Stock Exchange. AppXS is sponsored by TMT Ventures limited which is
owned by AKD Group, a Pakistan’s leading Financial institution.
Manager Sales & Marketing
November 2001 – March 2007
TENURE HIGHLIGHTS
100% increase in Brokerage Clientele
AppXS deployed first online brokerage system in 2002, and till May 2005 (in 3 years) the total number of
brokerage clientele reached at a total of 6 which was doubled by 12 brokerage clients in just one year of my
tenure as Manager Sales and Marketing.
AceXS, Business Plan
AceXS (acexs.com, an online brokerage) was a joint venture between Ace Securities and AppXS. It’s a unique
type of business composition where AppXS was not only a technology provider but was a business partner as
well. I worked on commission structures, sales, marketing, operations, risk management procedures, hiring of
traders, Website, Hardware Procurement etc.

6. ApplicationXS (Pvt.) Ltd.
Manager Sales & Marketing
SmartXS (Sales & Marketing Mechanism with Automated Task Management System)
With the clear understanding of the target audience, their complex business & their decision making
procedures, I developed & managed a unique type of sales and marketing mechanism supported with
Automated Task Management System. With this mechanism my team generated massive sales leads from
small budgeted marketing & direct mailing program. AppXS marketing department, with this mechanism, built
complete communication network in its marketplace. SmartXS’s systematic approach of reach & frequency
played great role in the orientation process of our target markets & develop need recognition of our
brokerage products. This KPI (Key Performance Indicators) based mechanism made it possible to monitor
the efficiency marketing strategy & my sales team.
Trade Manager, an innovative idea which enhanced the scope of AppXS’s brokerage products
After 2005 March crisis, when bad exposure management caused losses to many brokers, I analyzed the
needs of market and sensed that a part from Internet Brokerage, TradeDemon (AppXS Brokerage System)
Real Time Risk Management and Order Management Modules can play its role in conventional Brokerage as
well. For a very good positioning of the new product in the minds of its target market, I proposed and used the
name Trade Manager for marketing of TradeDemon for the conventional brokerage. Before this, TradeDemon
was some how limited for internet brokerage only but the idea of Trade Manger enhanced the scope of
TradeDemon and opened the gates for new market with some modifications in the existing product.

7. ApplicationXS (Pvt.) Ltd.
Manager Sales & Marketing
Special Supplement with newspaper ‘THE DAWN’
DAWN published a supplement on ONLINE TRADING & INVESTMENTS for the first time in the history of
Pakistan. I proactively reacted and contacted DAWN people and booked the major space in the supplement (it
helped The DAWN for the success of its supplement) and managed all AppXS clients to place their ads in this
supplement. Clients paid for their ads but that supplement appeared as a sponsored supplement of AppXS. 7
out of 9 Ads were of AppXS and its clients. In other words, the whole supplement was almost on AppXS and its
clients.
Managed AppXS’s presence in the following events
Bank Bazar
Exhibition in which all the organizations participated, related to the banking industry
Launching ceremony of akdtrade.com
AKD Securities is the top most brokerage house of Pakistan and the 1st that adopt online trading and launched
its services globally via Internet. Then Federal Minister of Finance Mr. Shaukat Aziz was the chief guest of that
event. That was the mega event & all the top most organizations and personalities of brokerage business were
invited in that event.