About Us
Potential Mapping was founded by 2 ambitions CIPD & London graduates Manzar Bashir and Imad Yasir with a goal of providing solutions to help the HR acquire, retain and develop best employees using psychology-based practices. Over the years the company expanded its presence with projects in Middle East, Europe and across Asia. Across the decade we have helped hundreds of clients through our powerful and reliable assessments by making powerful interventions in hiring as well as development.
Learn more about our founders here.
Meet our co-founders!
Manzar Bashir
He is a Maxwell Certified Speaker, Coach & Trainer
Manzar is a global Coaching, Change management , Psychometric and Leadership expert who helps senior leaders and executives from Fortune 500 companies and global organizations overcome micromanagement, enhance their executive presence, and shift their focus from day-to-day firefighting to high-impact strategy.
With a deep expertise in HR, business psychology, leadership assessments, and executive coaching, Manzar works with leaders to uncover hidden barriers, optimize team dynamics, and develop the confidence to lead decisively. His approach is rooted in psychology and data-driven insights, ensuring that his clients achieve measurable, lasting transformation.
He has coached and advised executives from Snapchat, General Electric, Johnson & Johnson, Allianz, Dell, Emirates, the US Embassy, Bank of America, and more. Whether working with C-suite leaders or high-potential managers, his focus remains the same: helping leaders own the room, make better decisions, and drive meaningful change.
He holds an MBA in HR from NUST Business School and a Master’s in Human Resource Development from Middlesex University, UK. His qualifications also include certifications in Hogan, MBTI, Saville, Emotional Intelligence, and other top psychometric assessments.
As the founder of Potential Mapping, Manzar and his team go beyond assessments and leadership development—they help organizations transform. By bridging the gap between leadership development and business strategy, he ensures that leaders and their teams are aligned, effective, and positioned for long-term success.
Imad Yasir Nawaz
DBA, Deputy Dean Northumbria University London
Imad Nawaz is the Dean of Faculty at Northumbria University, London. He is an experienced academic leader and management professional with extensive experience across higher education, commercial, and non-profit sectors in the UK and internationally.
He has a strong record of teaching at undergraduate and postgraduate levels, working with students from diverse cultural, social, and professional backgrounds. His teaching approach integrates research with industry practice, creating a relevant and engaging learning experience.
A qualified Human Resource Management practitioner and Graduate Member of the CIPD, Imad has delivered corporate training and consultancy projects across business, management, and education sectors. He is also research-active, serving as a reviewer for peer-reviewed publications, an External Examiner for UK universities, and a supervisor and examiner for PhD and Professional Doctoral candidates.
In his leadership role, Imad has led the development of undergraduate and postgraduate programmes within Business and Computing, incorporating Design Thinking, Experiential Learning, Data Analytics, and Artificial Intelligence in line with Northumbria University’s 2030 Strategy. His work has strengthened experiential learning and enhanced students’ employability.
In 2024, he successfully led the AACSB re-accreditation at Northumbria University’s London campus. He also initiated and launched the Journal of Business and Digital Innovation, supporting research-led teaching and strengthening the research culture among staff and students.
M. Ali Yaqoob
Human Capital Consultant and Executive Trainer
Ali Yaqoob is a senior HR professional with over twenty two years of experience advising organizations on people strategy, leadership capability, and institutional effectiveness. He is a business graduate with strong academic grounding in management and human capital disciplines, and holds professional credentials as a Certified Train the Trainer, Certified Learning and Development Manager, Certified Organization Development Analyst, Certified Assessment Center Analyst, and Certified Psychometric Analyst.
His career spans consulting, corporate leadership, and public sector engagement, enabling him to bridge strategic intent with practical execution. He has worked with a broad portfolio of local and multinational organizations across manufacturing, FMCG, energy, telecommunications, healthcare, professional services, retail, technology, and the development sector. His client experience includes TEVTA, SNGPL, PTCL, British Petroleum, Stifel, Bayer, Regus, Kashf Foundation, Packages Limited, Kohinoor Maple Leaf Cement, Systems Limited, Pfizer, Monsanto, Remington Pharmaceuticals, Style Textile, Sadaqat Textile Limited, Kaizen Paints, Qarshi Industries, Sapphire, Al Tuwairqi Steel Mills, and BATA Pakistan.
Ali’s expertise covers organization development, capability and leadership assessment, governance and HR audits, performance management systems, competency frameworks, cultural transformation, and people systems design. His work is frequently sought during periods of growth, restructuring, leadership transition, and institutional reform, where clarity, structure, and sound judgment are critical.
As an executive trainer, Ali has designed and delivered a wide range of leadership and management programs for senior leaders, middle managers, HR professionals, and public sector officers. His training areas include leadership development, performance management, competency based recruitment and selection, interview skills, assessment and psychometrics, employee engagement, customer orientation, communication effectiveness, team building, personal effectiveness, managing change, employee experience management, and the future of HR. His facilitation style is practical, interactive, and grounded in real organizational challenges.
Ali has represented leading international consulting and assessment organizations in Pakistan, including Cubiks UK, one of the world’s leading psychometric publishers, The KPI Institute Australia, and Central Test France, supporting the localization and application of global assessment, performance, and measurement frameworks for Pakistani organizations.
Ali also contributes actively to academia and professional development. He is a Member of the Academic Council at National Textile University for the 2023 to 2026 term, a volunteer member of Rotary Club Ghana, and has launched and leads Pakistan’s largest global mentorship initiative, The Growth League, connecting Pakistani professionals with international mentors.
Dr. Shafaq Arif Chaudhry
PhD, FCIPD, CMBE, FHEA
Dr. Shafaq Chaudhry is an accomplished educationist, consultant, and specialist in workplace behaviours, Equality, Diversity and Inclusion (EDI). With over 15 years of combined academic and industry experience at national and international levels, she brings together strong theoretical knowledge and practical expertise to help organisations recognise the importance of everyday micro-practices and inclusive cultures where everyone can thrive.
Her distinctive ability to work with both quantitative data (numbers) and qualitative insights (people’s experiences and perspectives) enables her to explore workplace behaviors and practices in depth. She is highly skilled at diagnosing hidden barriers within organisational systems and cultures that may prevent individuals, emerging talent, and senior leaders from achieving their full potential.
Dr. Chaudhry holds a PhD in Management from Aston Business School, Aston University, UK. She also completed a Master’s in Human Resource Management and Employment Relations from the University of Hertfordshire, UK, and a Master’s in Statistics from the University of the Punjab, Pakistan. In addition, she holds professional certifications in data analysis tools, including SPSS and NVivo. Her professional distinctions include Fellow of the Chartered Institute of Personnel and Development (FCIPD), Fellow of the Higher Education Academy (FHEA), and Certified Management and
Having worked overseas for several years, Dr. Chaudhry has developed valuable cross-cultural insights into diverse management styles, learning approaches, and organisational practices. Her engaging, inclusive, and interactive training style, combined with her expertise in Human Resource Management, allows her to tailor learning experiences to suit varied audiences and individual learning preferences.
She supports Academica in preparing Associate Fellow (AFHEA) and Fellow (FHEA) applications, guiding applicants to effectively evidence their teaching practice against the UK Professional Standards Framework (UKPSF). She is also actively involved in gamified learning approaches to enhance engagement and development outcomes of individuals and teams. Currently, she works as an EDI Strategist with a UK-based organisation, contributing to key institutional initiatives such as the development of EDI toolkits, implementation of inclusive policies, and enhancement of workplace practices.
Dr. Chaudhry’s research background and practical experience position her uniquely to support universities, research centres, and organisations in creating more inclusive, high-performing, and thriving environment, where employees feel a genuine sense of belonging, shared ownership, and alignment with organisational goals.
Saif Abbasi
A Chartered MCIPD professional
A Chartered MCIPD professional with over 25 years of progressive experience, offering specialist expertise as a Training and Development Consultant focused on enhancing organizational capability and workforce performance. Drawing on extensive leadership experience within large, complex institutions, including senior roles at NADRA, Saif has led the design and implementation of strategic learning and development initiatives aligned with organizational objectives.
Saif partners with executive leadership and key stakeholders to conduct comprehensive training needs analyses, identify capability gaps, and develop tailored learning frameworks that support sustainable performance improvement. His areas of expertise include leadership development, competency framework design, performance management systems, and change management, with a strong emphasis on embedding a culture of continuous learning.
Combining strategic insight with operational expertise, his deliver practical, results-oriented solutions that translate into measurable improvements in employee effectiveness and organizational outcomes. His experience across government and international environments enables me to provide scalable, compliant, and future-focused development solutions that support long-term organizational success.
Sidra Farhan
An accomplished Human Resource professional with extensive experience in Talent Acquisition, HR Operations, Organizational Development, Employee Engagement, and Performance Management across diverse industries including retail, manufacturing, and corporate sectors. Skilled in leading end-to-end recruitment, manpower planning, policy development, succession planning, compensation & benefits, employee relations, and HR analytics. Experienced in driving organizational growth through strategic HR initiatives aligned with business objectives.
Possesses strong expertise in recruitment strategy, employer branding, stakeholder management, employee development, and operational excellence. Adept at collaborating with leadership teams to build high-performing work cultures, strengthen talent pipelines, and improve workforce productivity.
In addition to corporate HR leadership experience, actively provides HR consultancy and advisory services to different organizations on areas including recruitment strategy, HR process, talent management, employee engagement, and performance management systems.
Recognized for strong interpersonal skills, strategic thinking, relationship management, and the ability to effectively partner with cross-functional teams to achieve organizational goals. Holds a Master’s degree in Human Resource Management from the University of Management and Technology (UMT), Lahore, along with professional trainings in Training of Trainers (TOT), Training Needs Assessment (TNA), and HR development practices.
Zeeshan Sabri
Founder | AI Strategist | Governance & Transformation Advisor | ClarityOS
Zeeshan Sabri is a strategic advisor, governance thinker, and transformation leader who helps organizations, leadership teams, and founders create clarity before scale. His work focuses on aligning people, strategy, technology, and execution through structured operating models that reduce ambiguity, strengthen decision-making, and prepare organizations for sustainable growth.
With deep experience across telecommunications, digital transformation, AI strategy, executive positioning, and governance design, Zeeshan works with senior leaders to identify structural gaps, clarify priorities, and build practical frameworks for execution. His approach is rooted in the belief that organizations do not transform through tools alone; they transform when leadership, systems, communication, and human capability are properly aligned.
Zeeshan is the founder of ClarityOS, a pre-governance operating model designed to help organizations stabilize before they optimize. Through this work, he supports leadership teams in creating the conditions required for better strategy, stronger accountability, cleaner communication, and more effective adoption of AI and digital technologies. His consulting style combines strategic diagnosis, executive facilitation, communication architecture, and practical implementation guidance.
He has worked across culturally diverse business environments, particularly in the GCC and emerging markets, where organizations often face complex challenges linked to growth, leadership alignment, market entry, technology adoption, and institutional maturity. His ability to connect business strategy with human behavior, governance discipline, and execution realities allows him to support both established organizations and high-potential ventures.
At Potential Mapping, Zeeshan brings a complementary strategic and future-focused dimension to the firm’s psychology-based consulting portfolio. By bridging leadership development, organizational clarity, AI readiness, and governance thinking, he helps clients move beyond assessment into structured transformation, ensuring that people, systems, and strategy are aligned for long-term performance
Ali Naeem Rahim
He is a Maxwell Certified Speaker, Coach & Trainer
Ali Naeem Rahim has more than 24 years of multi-dimensional experience pertaining to top-tier multinational and national organizations such as; Pizza Hut, Mobilink, Allied Bank, FINCA Microfinance Bank & The City School.
Having 360-degree specialized expertise and consistently demonstrating leadership skills throughout his career, he has worked on multiple senior positions, as, Senior Vice President, General Manager, Divisional Head, Regional Head, Unit Head & Zonal Manager.
In addition to his holistic experience along with leadership roles as a trainer in top-tier companies, he has Certification of Coaching Skills from Results Coaching Systems & NeuroLeadership Institute, Sydney, Australia and have undertaken extensive professional development training programs from prestigious national and international institution. He has a masters degree in HR along with LLB and specialization in Emplacement / Labour Laws
His executive profile brings a forward-looking vision in building high-performance cultures, aligning people and performance with long-term business goals, leading and creating sustainable value through people-centric strategies.
With his diversified experience and commitment to innovation his aspiration is to contribute to the growth through strategic transformation of organizations in the arena of Human Resource Management / Learning & Talent Development.
He is a specialist in designing, and delivering professional development training programs using diverse training methodologies and formulation of policies, procedures, SOPs and flowcharts for different functions of HR.
Areas of Learning & Development
- Significance of Soft Skills & Emotional Intelligence
- Customer Service Excellence
- Effective Interpersonal Skills
- High Impact Leadership & Team building skills
- Self-Development & Planning a Successful career
- Change, Risk & Stress Management
- Problem Solving & Decision Making
Sana Rasheed
Sana is a mindset coach, passionate about helping you see your own light. She believes in one simple truth; you deserve the best, you deserve happiness, and it all begins with knowing yourself.
For years, she worked at the heart of global organizations, shaping talent, leadership, and performance. Yet she learned this ;true fulfillment doesn’t come from titles or achievements, but from alignment with your why. She also learned something deeper: we grow by uplifting others. The mentors who believed in her changed her life and showed her that sometimes, one person’s belief is enough to transform everything.
Today, as a mindset coach inspired by Ikigai, she works especially with women in leadership and aspiring leaders to reconnect with their purpose, strengthen their mindset, and unleash the power of positivity. Through mindset shifts and reflection, she helps people move from self-doubt to inner alignment, so they can lead, thrive, and grow with intention, clarity and fulfilment.
Ahmed Ali Tahir
Certified Psychometric Expert
Ahmed Ali Tahir is a seasoned HR & Organizational Development with over 17 years of experience driving excellence across large-scale textile, retail, and manufacturing sectors. He is currently the of a consultancy focusing on national and international markets. Previously, he led end-to-end HR strategies for Ayesha Group and Challenge Group (a Chinese enterprise) , etc, where he managed a workforce of over 7,000 employees and spearheaded group-wide digital transformations
Throughout his career, Ahmed has established a reputation for aligning human capital strategy with aggressive business growth. His expertise spans the full HR value chain, with a particular focus on:
- Strategic OD & Culture Transformation: Led comprehensive culture audits and defined cultural pillars to improve engagement and accountability.
- Digital HR Innovation: Successfully implemented Oracle, SAP B1, and Microsoft Dynamics 365 systems to enable data-driven decision-making.
- Talent Architecture: Developed competency models, succession planning, and leadership pipelines to secure long-term business continuity.
- Global Compliance & Ethics: Expert in international standards including WRAP, GOTS, ISO, and global Codes of Conduct.
Core Competencies
- Leadership: C-Suite & Board Collaboration, Change Management, and Mentorship.
- Specialized HR: Diversity, Inclusion, Equity & Belonging (DIEB), Performance & Rewards Strategy, and Workforce Planning.
- Technical OD: Organizational Design, Psychometric Assessments, and Culture Fit Analysis.
Professional Highlights & Certifications
- MBA (HRM): University of Management & Technology, Lahore.
- International Accreditations: Certified Psychometric Expert (UK), and Accredited in Culture Fit, Team, and Resilience (BeTalent UK).
- Award-Winning Culture: Championed initiatives that secured "Best Place to Work" honors from 2021–2023.