Muhammad Ashraf

Led the design and development of Pakistan’s national trade strategies and institutional mechanisms, creating frameworks and platforms to drive export growth, compliance, and structured public-private engagement.

• Developed three national export strategies: the Agro-Food Export Strategy (2025-30), approved by the Prime Minister; the Manufacturing & Mining Products Export Strategy (2025-30); and the Services Sector Export Strategy (2025-30), both pending approval.
• Conceived and launched the Domestic Commerce Policy (2025-30), establishing a forward-looking framework for internal trade integration with export priorities.
• Operationalised the National Compliance Centre (NCC) as Pakistan’s national hub for SPS/TBT alignment and ESG compliance.
• Institutionalised 17 Sectoral Councils, creating sustainable mechanisms for structured public-private dialogue and advocacy on competitiveness reforms.
• Directed the formulation of e-Commerce Policy 2.0, integrating SMEs and rural producers into digital and global value chains.
• Advanced institutional reforms across MoC and TDAP, and led the establishment process of PharmEX, demonstrating collaborative leadership and strategic planning.

Directed Pakistan’s trade diplomacy and investment promotion across Oceania, securing export growth, new market access, and strengthened partnerships.

• Achieved 54 percent export growth and secured premium retail placements for agri-food, textile, and engineering products.
• Defended Pakistan’s GI rights by blocking Indian Basmati claims in Australia and New Zealand.
• Enabled approval of Pakistani mango facilities under Australian biosecurity protocols, maintaining continuity of high-value agri-exports.
• Promoted SME internationalisation through diaspora engagement and digital facilitation, providing clear communication and feedback to stakeholders.
• Digitized consular operations, reducing turnaround time by 70%, and achieving top customer satisfaction among diplomatic missions in Australia.

Revitalised PHDEC from a dormant SOE into a dynamic export development institution, aligning operations with national agri-food priorities.

• Mobilised a Rs. 1 billion Endowment Fund to secure long-term financial sustainability.
• Introduced traceability and cold chain systems to meet SPS/TBT and international compliance requirements.
• Diversified exports to China, Turkey, UAE, Sri Lanka, Nepal, and Australia.
• Partnered with USAID, Australian Aid, FAO, ITC, and provincial governments to deliver food safety and compliance programmes.
• Strengthened PHDEC governance and HR systems, building institutional efficiency and accountability.

Led Pakistan’s international trade policy formulation, strengthening competitiveness and institutionalising transparent, rules-based regimes.

• Drafted the Strategic Trade Policy Framework (2020-25), approved by Cabinet.
• Designed Pakistan’s first National Tariff Policy (2019), the foundation of Pakistan’s modern tariff reform agenda.
• Developed the Trade-Related Investment Policy Framework, linking industrial growth with export development.
• Coordinated donor-supported initiatives, embedding reforms in national frameworks through collaboration, advocacy, and stakeholder communication.
• Provided strategic input to the Boards of institutions like TCP, SMEDA, and Furniture Pakistan, fostering inter-ministerial coordination and policy alignment.

Oversaw Pakistan’s export-import regime, performance monitoring, and trade regulation.

• Served as Secretary to EDF Board, managing project design, appraisal, and evaluation to align with national export goals, managing resource allocation and impact tracking.
• Contributed as a Board Member of TCP, PHDEC, SMEDA, and EDB, ensuring institutional accountability and strategic policy alignment.
• Represented MoC as official spokesperson, enhancing policy visibility and institutional outreach through national and international media engagement.

Advanced Pakistan’s trade agenda through policy design, negotiations, and institutional reforms.

• Spearheaded Pakistan’s successful application for EU GSP+ status.
• Negotiated trade agreements, including the Pak-Turkey PTA and ECOTA.
• Introduced a performance evaluation framework for Trade Officers abroad.
• Contributed to TDAP restructuring and strengthened transparency in governance.
• Implemented enterprise support mechanisms under the STPF to drive export growth through enhanced compliance and programme efficiency.
• Partnered with CBI Netherlands to build SME export competitiveness and global integration.

Directed Pak-Dutch bilateral trade relations, driving investment growth and export promotion.

• Increased Dutch FDI by over 100%, facilitating partnerships and aligning investor interests with export sectors.
• Strengthened market linkages, achieving 173% growth in mango exports and 200% in kinnow exports to the Netherlands.
• Catalyzed 15+ Dutch-Pakistani joint ventures through strategic matchmaking initiatives under the Netherlands’ Private Sector Investment programme.
• Collaborated with USAID and Australian Aid to strengthen horticulture value chains.

Established and operationalised Pakistan’s trade governance framework for chambers and associations.

• Co-drafted the Trade Organisations Ordinance (2006) and TO Rules (2007).
• Operationalised the Directorate General of Trade Organisations from its inception, designing staffing structures, and core administrative protocols for efficient operations.
• Pioneered the formation of Women’s Chambers of Commerce and Industry.
• Orchestrated a nationwide capacity-building programme for over 200 trade bodies, enhancing their capabilities in policy engagement, and cross-sector networking.

Gained private sector experience in an international trade services firm, managing global operations and business matchmaking.

• Managed a multicultural team of 12 in the US and 35 country managers worldwide.
• Organised and delivered international trade fairs and conferences.
• Built strategic partnerships with business support organisations to promote trade.
• Facilitated business matchmaking between international exhibitors and US importers, fostering trade linkages and enhancing market access for international exporters.

Implemented export development programmes and strengthened supply-side capacity.

• Strengthened export value chains for mango, citrus, rice, and halal meat by implementing policies and interventions to boost export readiness and compliance.
• Catalysed the lifting of the UAE ban on halal meat exports through SPS-compliant abattoir upgrades.
• Initiated and institutionalised WEXNET, Pakistan’s first women entrepreneurs’ platform.
• Contributed to establishment of the Pakistan Horticulture Development and Export Board (PHDEB).
• Provided technical assistance to SMEs and farmers on food safety, compliance, and export readiness in coordination with provincial governments, development partners and associations.