He is a born naturalist and passionate, as well as professionally qualified, to protect the environment. He was selected to lead WWF Pakistan, the largest environmental conservation NGO in the country, as their DG/CEO in 2014. Since then, he has made concrete efforts to make the organisation more impactful, visible, and bigger. financially sustainable and a partner of choice. Having gained over 30 years of experience and expertise in fields of environmental conservation and sustainable development, he has devoted myself to a range of national and global initiatives on climate change, nature conservation, sustainable livelihoods, including the much-famed Market Transformation Initiative aimed at producing “Better Cotton”.