• Spearheading the development and execution of Ufone 4G's brand strategy, resulting in increased market share and enhanced consumer loyalty.• Managing 360° campaigns across various media, leading to substantial growth in brand engagement and customer acquisition including ‘Data Bohhaaat hai’ and ‘Arshad Nadeem – Pakistan’s Olympic Champion’.• Collaborating with creative and media agencies to design campaigns that resonate with target audiences while leveraging consumer insights and market trends to inform and optimize strategies.• Driving innovation in digital marketing, enhancing customer engagement and acquisition through targeted social media and content strategies.• Collaborating with cross-functional teams to align marketing, sales, and product initiatives, contributing to increased market penetration and overall brand performance.

Brand Management:Crafting brand strategies to enhance brand saliency & market impact. Conducting brand health tracker to develop understanding of brand equity & core consumer targets. Advocating customers by translating research findings into actionable strategies to improve customer experiencesIntegrated Marketing Communication:Effectively communicating strategies across media touchpoints for a 360-degree campaign. Led successful campaigns, including.easypaisa - Live easy• Launching the brand thematic campaign encapsulating the essence of convenience and humor, with the creative verse: “easypaisa gives you your time back, so you can spend it however you want”• Achieved 40%+ increase in app installs, 10% increase in activationseidipaisa 2.0• Relaunching the flagship campaign eidipaisa - achieving a 100%+ increase in the throughput in comparison with 2022• Giving lucky eidi to our customers utilizing influencers through a link. All eidi packets were received within hours making the campaign a huge successDigital Content Strategy and Social Media Platforms Management:• Led a highly successful digital content strategy for all social platforms focused on organic growth and increasing visibility, engagement, and followers• Leveraged UGC and trending videos to create relatable content that resonates with the audience. A massive 10% growth in 5 months, surpassing industry benchmarks

Effectively communicating strategies across media touchpoints for a 360-degree campaign. Led successful campaigns, including.easypaisa Visa Debit Card• 5.8M total engagements, surpassing debit card activation targets by a very significant difference• A massive hype was created utilizing influencers and TV Newscasters around Visa in Pakistaneasypaisa Savings• Launched easypaisa savings, exceeded 400K+ subscribers with an average monthly growth rate of 57%• Influencer Marketing: Achieved 21% engagement, 2.9M views, and a 14.5% increase in daily subscriptions.• Influencer campaign for Women, 24% engagement rate, 5% increase in female easypaisa account creation, 14.5% increase daily subscriptions

Integrated Marketing Communications:• Led all marketing and promotional activities including BTL and ATL activities• Integral part of all campaign planning and executions for Toyota Vehicles, Aftersales and Corporate Communications. Conceptualization and execution of TVC/DVC production. • Effectively managed the vendor network for Marketing dept. 50+ vendors; negotiated & maintained strong relationships to achieve right results• Supervising media - digital and traditional (TV, radio, print, OOH). Contributed to 25-35% annual savings in media buying.Toyota Brand Transformation - TMove:• Led the Toyota Brand Transformation project in Pk.• Initiated new Toyota brand architecture in Pk under the Brand Transformation project• Coordinated with Toyota Asia for all brand campaigns & global initiatives such as "Start Your Impossible"• Build upon Toyota Gazoo Racing initiative in Pakistan by via sponsorship of motorsports rallies (Cholistan, Hub Rally etc.)Digital Evolution:• Planned & executed digital marketing campaigns. Curated innovative and new creative digital growth strategies.• Evaluated end to end customer experience across multiple channels and customer touch pointsAgency Relationship & Management:• Led the pitch process for new creative and media agencies for Toyota Pakistan. Brought the retainer model for the first time in company’s history which contributed to 25-35% cost savings. • Managed 5+ creative & media agencies, ensuring effective collaboration and timely delivery of projectsBudget Management:• Managed advertising and sales promotion, Revex & Capex budget for the whole marketing division.Some of my successful campaigns include:• Fun Starts With Yaris • Corolla 50 Million Global Sales• Toyota Experiential Drive 2021 • Toyota Pakistan – 1 Million Vehicle Production Celebration • IMC Plant Tour – initiated for the first time in Pakistan by any automobile manufacturer

• Devised traditional media plans, media strategies and way forward for top brands such as Dalda Cooking Oil, Dalda CupShup, Akzo Nobel , Shell and Upfield (Blue Band) etc.• Strategized and executed different media campaigns all over the country, Interacted with different media vendors for Event Sponsorships & Integrations on various TV Channels. Designed effective media strategies to get efficient results and determining the most efficacious media mix to display ads.• Analyzed & reviewed category overview, competitor activities and ever changing media trends. Monitored the performance of action plans using the provided tools. (Kantar , MS Excel , Google & Facebook Ads Manager.)

• Media Planning and Media Buying for Friesland Campina Engro Pakistan Limited, Engro Corporation, Engro Fertilizers, Lotte Kolson ,KFC, TUX Tissues and KIA Motors.• Devised media plans (digital and traditional) , executed various other campaigns for different brands such as Olper's , Olper's Cream , Olper's FCMP , Omore and Tarang TWP , Kolson Slanty etc.• Managed & executed different media campaigns all over the country, Negotiated with different media vendors for Event Sponsorships & Integrations on various TV Channels. Devised effective media strategies to get efficient results and determining the most efficacious media mix to display ads.• Analysed market trends through various Competitive Analysis , Industry Data Analysis for Pre Evaluation & Post Evaluation of each media campaign . Monitored the performance of action plans using the provided tools. (Kantar , MS Excel , Google & Facebook Ads Manager.)

• Worked as a Summer Intern at Ufone in the Marketing Department in the VAS segment. Completed a project of Contract Automation Process at Ufone to connect with vendors more efficiently. • Consolidated the historical data, procured necessary requirements from all relevant stakeholders delegated the automation plan and administered the contracts with vendors for effective contract management.• Compared Value Added Services of all telecom operators by evaluating their digital presence and experience them personally after availing their services. Recommended ways to make the Value-Added Service experience an attractive and user friendly for the customers.

• Conducted market research regarding their products with the help of a household panel forUnilever Pakistan, Shan Foods and Engro Foods. Carried out time series analysis looking at the trends of different categories. Found out the penetration , Usership, TOM and Brand recall of different brands.• Analysed data of consumers shopping habits, media habits and household structure. Examined the Frequency of Purchase and the quantity of purchase in one shopping cycle, most utilized medium were few important aspects that were found out.