Marketing and Communications Manager

• Mar 2023 - Present

Digital Marketing Manager

• Oct 2022 - Apr 2023

- Developing digital marketing strategies in line with the overall marketing strategy by studying business indicators, tracking sales, identifying customers and their current and future needs, and monitoring the competition. - Planning and execution of all web, database marketing, email, social media, search and display advertising campaigns. - Building and maintaining the social media presence. - Measuring and reporting performance of all digital marketing campaigns and assesses against KPIs - Identifying trends and insights, and optimising spend and performance based on insights. - Brainstorming new and creative growth strategies through digital marketing. - Planning and content creation for all creative campaigns. Show less

Senior Marketing Specialist

• Feb 2022 - Apr 2022

- Led a team of two to transform Jiye’s employer brand through innovative campaigns such as Jiye Aurat & Kisaan Card - Growth hacked and led our first ever Career Fare resulting in 1,000+ LinkedIn followers - Managed the Creatives, PR & Web Development (Czech Republic) agencies for briefs, quality of work & timelines - Led a team of two to transform Jiye’s employer brand through innovative campaigns such as Jiye Aurat & Kisaan Card - Growth hacked and led our first ever Career Fare resulting in 1,000+ LinkedIn followers - Managed the Creatives, PR & Web Development (Czech Republic) agencies for briefs, quality of work & timelines

Digital Growth Strategist (E-commerce)

• Jul 2021 - Sep 2021

-Took charge of the Mehver website to upgrade and give it a fresh look within a month for go-live - Generated 700 new followers organically on Insta within a month (incr. from 200) - Developed KPIs & performance dashboards for all cross-functional teams to ensure singular focus for go-live -Took charge of the Mehver website to upgrade and give it a fresh look within a month for go-live - Generated 700 new followers organically on Insta within a month (incr. from 200) - Developed KPIs & performance dashboards for all cross-functional teams to ensure singular focus for go-live

Retail Marketing Specialist

• Dec 2019 - Aug 2020

-Spearheaded the launch of the Spring Lawn campaign 2020 for OOH, Digital & In-store merchandising- Forecasted daily, monthly and season wise footfall for all 67 PK stores- Locked annual marketing budgets for all channels against revenue targets for the year- Collaborated with cross-functional teams to strategize & execute 8 store launches in 2 months- Boosted footfall by 15% at DHA store (LHR) through AB testing based on consumer research- Analyzed past 24 months ROI across all marketing channels to identify correlation of footfall with marketing spend. Show less

Management Trainee Commercial

• Jul 2018 - Dec 2019

- Strategised, restructured, & implemented monthly Commercial Committee Meetings, chaired by Director Commercial (CCM: Platform to collaboratively assess performance, reevaluate & recalibrate strategies to achieve MoM targets)- Designed strategy & developed execution plan for the first ever Khaadi Pop-up store- AB testing to increase footfall in Destination stores (Khanewal & Jhelum) resulting in an Increase of 8% on average- Delivered Product Trainings in 10 stores across Pakistan for Skincare & Fragrances to Sale Advisors- Performance Analysis, tracking against target, weekly inventory analysis, bi-monthly expense review Show less

Management Trainee Brands (RTW & Beauty)

• Jul 2018 - Feb 2019

- Led the design, development & execution of the Marketing Calendar (2019-2020) to align all functions for on-time execution of campaigns in PK, UK, and MESANA region | Key mention in Khaadi Pulse Spotlight- Facilitated the launch of Khaadi beauty line through competition analysis, product testing and pricing strategy

Senior Key Account Manager

• Oct 2016 - May 2017

- Locked 4 clients in a quarter while managing 10 existing accounts for their PR campaigns (Pepsi, Lays, Mountain Dew, 7UP, Oye Hoye, WCLA, Gymkhana, Knorr, Mountain Dew, Nestle)- Led PepsiCo Battle of the Bands PR giveaways. Ideated & created ‘BoomBox’ which became a social media success- Created 200 vending machine inspired PR boxes for the collaboration between Oye Hoye & Fanta. Budget: 1m PKR- Designed, created, and executed a Hologram Box as giveaway for Lay’s Life Needs Flavour. Budget: 0.5 Mn- Executed PR giveaways for 7up ‘Mana lo food ka love’ campaign. Giveaways delivered internationally as well.- Created and executed PR campaign as giveaways for collaboration between PIA and PepsiCo for their frequent fliers.- Created Vending Machines as PR giveaways for the collaboration between Oye Hoye & Fanta. Budget: 1 Mn- Managed HR and the finances of the company with hands-on experience on QuickBooks and Excel. Show less

Key Account Manager

• May 2016 - Oct 2016

Financial Analyst

• Mar 2016 - May 2016

Joint Secretary

• Aug 2015 - May 2017

1. Selected by the Ministry and administration of PU as part of the Young Development Corps (YDC) Council PU Chapter 2. Planned and organized project-based competitions/events pertaining to the issues in Pakistan such as Education, Poverty and Re-branding Pakistan. 3. Interviewed 70 Candidates for YDC membership within PU. 1. Selected by the Ministry and administration of PU as part of the Young Development Corps (YDC) Council PU Chapter 2. Planned and organized project-based competitions/events pertaining to the issues in Pakistan such as Education, Poverty and Re-branding Pakistan. 3. Interviewed 70 Candidates for YDC membership within PU.

Management Internship

• Jul 2016 - Sep 2016

1. Identified all errors on PepsiCo Assets Facility Management Xpress (AFMX) software to remove bugs and improve efficiency by data gathering and data validation 2. Converted draft of Compensation Benefit Processes in VISIO 3. Redesigned all Administrative Processes (Invoices, Compensations, etc.) for efficiency and accountability by transitioning from a manual to an Integrated Online System (Excel) 4. Converted Manual forms to online system on the AFMX Software for Asset Allotment and eliminated non-efficient steps, reducing wait time up to 30% 5. Converted Pool Car Management data into online data-base Show less

Senior Associate, Recruitment Officer

• Dec 2014 - Dec 2015

1. Planned and executed digital campaigns 2. Idea generation and developed marketing strategies to enhance core operations 3. Conducted activations in different universities such as BNU, PU and SKANS 4. Recruited ambassadors from different universities to increase outreach. 5. Won the "Best Associate"​ Award for the Year 2015 1. Planned and executed digital campaigns 2. Idea generation and developed marketing strategies to enhance core operations 3. Conducted activations in different universities such as BNU, PU and SKANS 4. Recruited ambassadors from different universities to increase outreach. 5. Won the "Best Associate"​ Award for the Year 2015

International Relations Manager

• Oct 2014 - Sep 2015

1. Active member of the OC that conducted the largest Annual Outgoing Global Exchange (OGX) Induction Conference’15 by organizing and delivering information sessions in over 20 universities across Lahore including UCP, BNU, UET and PU 2. Interviewed applicants for Global Community Development Programs. 3. Handled Human Resource Internationally. Accomplishments: 1. 1st Prize – Best Talent National Summit Conference, Muridke 2. Delegate at the AIESEC National Summit Conference, Muridke 3. Delegate of National Youth Development Program, Karachi 4. Awarded for ‘Developing Integrity’ at Youth to Business Forum’5, Lahore 5. Awarded for ‘Activating Leadership’ at AIESEC Induction Conference, Lahore Show less

Contractual Lecturer

• Feb 2015 - Mar 2015

Delivered 20 lectures on “Computer Proficiency Licence “of 20 hours’ screen time for regular transmission with an audience of 50,000 Delivered 20 lectures on “Computer Proficiency Licence “of 20 hours’ screen time for regular transmission with an audience of 50,000