Since being appointed CFO of Red Bull Pakistan in 2024, Faiza Khan has embraced a strategic leadership role that goes well beyond traditional finance and compliance.
‘I’m partnering closely with the senior leadership to drive strategy and provide insights that help pave the future direction of the business,’ she says. ‘Engaging with diverse stakeholders, shaping strategy and mentoring the team allows me to apply the technical skills I’ve learnt over the years, while evolving as a leader.’
‘Success depends on staying agile and embracing change with an open mind’
As a senior executive in a global company, Khan has plenty of opportunities for collaboration across functions and geographies, with doors opening to invaluable experiences in international business dynamics and best practices.
Change is king
‘In today’s fast-paced world, change is the only constant,’ she says. ‘Success depends on your ability to stay agile, adapt quickly and embrace change with an open mind.’
With Red Bull and her former employer Coca-Cola at the forefront of digital transformation, Khan is driving change in a profession she sees as rapidly evolving and progressive.
‘Throughout my journey, I’ve embraced new workstreams, experimented with emerging tools and implemented modern enterprise resource planning systems,’ she says. ‘These experiences haven’t just kept me relevant, they’ve broadened my perspective and sharpened my ability to lead in a digital-first world.’
For the generation born before the age of internet, transitioning to a fully digital environment may feel daunting, she concedes. ‘However, automation is revamping the finance function, and as leaders we must embrace it. It takes courage to adopt new ways of working, and intellectual humility to keep learning, but the moment you stop evolving, you risk becoming irrelevant.’
Red Bull
Red Bull was founded in Austria in 1984 and is known for its sponsorship of extreme sports (including snowboarding, skateboarding, wakeboarding and cliff diving), music events and other high-energy activities. It has 20,000 employees and sold 12.67 billion cans of Red Bull energy drink worldwide in 2024. Annual group turnover in 2024 was €11.2bn.
Natural fit
Khan’s own career success owes much to vision, grit and determination. Wanting to build a strong foundation for her career, she pursued the ACCA qualification after gaining a bachelor’s degree and then a master’s in finance. ‘The global recognition of ACCA, and the doors it opens within global organisations, made it a natural fit for me,’ she says. ‘It’s played a significant role in shaping my career trajectory.’
Soon after qualifying in 2008, she joined Coca-Cola’s management trainee programme. As the sole finance trainee at the company’s Pakistan head office in Lahore, Khan says that ‘it felt like a fortunate turn of events but was also an opportunity I had worked hard for’.
‘When you truly resonate with the brand, it is no longer just a job’
After 13 years in various roles at Coca-Cola, she accepted a CFO position with e-commerce startup 24seven, but two years in, missed the allure of a global brand.
‘Startups are incredibly dynamic and agile; they give you the freedom to bring your ideas to life and accelerate your learning,’ she says. ‘However, the opportunity to work for a brand like Red Bull was simply irresistible. As a sports enthusiast who thrives on challenges, I felt an instant connection. When you truly resonate with the brand you represent, it is no longer just a job – it becomes a deeply fulfilling and energising experience.’
Women’s leadership
In March 2025, Khan joined other female C-suite leaders from Pakistan, Sri Lanka, Bangladesh, Nepal, Vietnam, Malaysia and Singapore for an ACCA International Women’s Day event on causes close to her heart: women’s leadership and wellbeing in the workplace.
‘Once you reach a certain point in your career, I believe it’s your responsibility to give back,’ she says. ‘If I can support or inspire even one woman by sharing what I’ve learned over the years, it’s worth the effort.’
‘I’d walk into meetings and be the only woman in the room’
Her passion stems from lived experience. ‘When I started my career there were very few women in finance roles in Pakistan,’ she explains. ‘It was isolating at times. I’d walk into meetings and be the only woman in the room.’
Talking to women at the ACCA event made Khan realise that, regardless of geography, the impediments that women face in the workplace – work-life balance, gender stereotyping, societal expectations and lack of supportive policies – are remarkably similar.
CV
2024
Chief financial officer, Red Bull Pakistan
2022
CFO, 24seven, Pakistan
2011
Various roles including senior finance manager and commercial finance manager, The Coca-Cola Company, Pakistan, Afghanistan, MENA and Eurasia Middle East
2009
Various roles including financial analyst, Coca-Cola Icecek, Pakistan
Wellbeing
Her passion for wellness was sparked by her observation that, as caregivers, women tend to put their own needs last, impacting their health in later years. ‘We can’t run on an empty tank,’ she says. ‘To be a better mother, partner, daughter, I need to be well, both physically and mentally.
‘Self-care can be anything that helps you recharge, whether it’s having dinner with loved ones, early morning yoga, meditation or simply making time for a hobby.’
‘Be kind to yourself. You don’t have to do it all, all the time’
She also emphasises the importance of self-compassion. ‘Be kind to yourself. If the house is messy or one dinner is not perfect, it’s alright. We don’t have to do it all, all the time.’
As a mother of three, with a husband and ageing parents in her care circle, she accepts that maintaining a balance ‘is not easy’. But loving what you do and learning to prioritise make a big difference. ‘When your work energises you, that energy flows back into your home and your workplace,’ she says.
Khan credits a supportive network of family, friends and peers for helping her stay grounded. She also highlights the role ACCA has played in her journey, offering not just professional growth but opportunities to contribute to the fraternity.
‘I feel part of a community that refuses to let me go,’ she says. ‘And that’s a very nice feeling to have.’
