Hina Asif is a seasoned Human Resources leader with more than 15 years of experience shaping HR transformation across major public-sector organizations. A Certified Recruitment Analyst and HR Architect, she specializes in building modern HR systems, leading organizational change initiatives, and elevating workforce capability through analytics and digital enablement.

As General Manager Human Resources, she provides strategic direction across people management, workforce planning, HR governance, and organizational development. She has driven high-impact reforms spanning competency-based recruitment, market-aligned compensation structures, ERP-driven HR digitization, and performance systems that promote accountability, transparency, and a high-performance culture.

With an academic foundation as a gold medalist MBA and extensive experience shaping institution-wide HR reforms, she brings a disciplined, analytics-led approach to aligning people strategy with organizational vision and the evolving needs of government entities.

At the Punjab Financial Advisory Services (PFAS), the Government of Punjab's premier advisory institution, she steers the human capital strategy with a forward-looking, institution-building approach that enhances PFAS's ability to deliver rigorous, evidence-based advisory solutions. She is developing an integrated HR architecture, embedding competency and performance models aligned with global advisory standards, and fostering a culture defined by excellence, analytical depth, and collaborative problem-solving positioning PFAS to attract and retain top-tier advisory talent.