For Cheezious Pakistan, I am predominantly involved in IMC strategy planning and execution, new product launches, brand management, content strategy, PR management, performance marketing planning & budgeting, and looking after the overall brand portfolio across the whole network. I am responsible for rolling out all things creative and digital, ensuring consistency in communication on conventional and digital channels. Below is a summary of my responsibilities• Creating the overall IMC strategy with the Head of Marketing for Cheezious Pakistan ensuring all campaigns are timely rolled out across multiple touch points i.e. OOH, digital, and conventional mediums.• Leading the campaigns for TVCs, DVCs, product launches, and all marketing initiatives.• Planning & executing brand health tracking and research for consumer insights to be able to make data-driven decisions.• Spearheading the overall digital media portfolio for the brand ensuring organic growth on the digital assets.• Creating an optimized performance marketing strategy for Cheezious Pakistan based on data findings during different times such as lunch, dinner, and late night. Successfully bringing growth on overall transactions that include delivery, dine-in, and takeaway.• Leading the overall brand in ISB/RWP and Lahore region ensuring all the communication rolled out is consistently and is on-brand.• Uplifting the creative outputs for digital content, DVCs, TVCs, internal comms, event venue branding, OOH and in-store branding.• Leading all the new product launches across the Cheezious network on all customer touch points.• Managing the creative agency and maintaining a positive relationships with the account directors, business directors, and creative and digital teams to foster creativity and push them to produce the best creative outputs.

At Switch Communications, I was the Group Creative Director and was responsible for overseeing all things digital and creative for Switch and all the startups falling under its umbrella. Below were my key roles & responsibilities.• Looked after a brand portfolio of 6 verticals Bakhabar Kissan (backed by Jazz), Jazz Mosafir, Khushhal Zamindar (backed by Telenor), Fitflex (Co-owned by Jazz), Farm to Home, and Kissan SaharaTechnologies.• Built a creative team of 20 talented people from scratch and structured the creative department. Doubled the organic growth of Switch and Bakhabar Kissan’s LinkedIn pages.• Created and implemented a creative strategy for the department in line with the company’s vision. • Created an agile product design (UX/UI) team and revamped the existing apps and websites of Bakhabar Kissan, Switch, FitFlex, and Farm to Home.• Uplifted creative outputs across all digital mediums.• Changed and innovated the way digital products were pitched to telco clients by introducing detailed design thinking.• Launched Switch’s internal creative house catering to external clients.• Produced content for employer branding.

I was hired as a consultant brand manager for Ginyaki which is an oriental food cafe. Below were some key roles & responsibilities:• Managing the brand portfolio for Ginyaki Pakistan.• Execution of quarterly marketing plans.• Working closely with the creative agency to ensure all work goals are achieved.• Campaigns design.• Brand photoshoots to reposition Ginyaki in the market.• Managing end-to-end campaigns for print and digital mediums.

• Produced official artwork for the documentary “Karakoram Highway - Where Men and Mountains Meet” which won “The Best Documentary Feature” award at the Cannes International Film Festival along with 8 wins at different prestigious International Award Festivals.• Executing design for all media including print and digital.• Executing and managing all the designs for collateral such as calendars, newsletters, outdoor artworks, etc.• Planning and execution of venue branding.

• Providing support to the Jazz digital team on audio and video content for the OTT platform “Tamasha Digital”.• Managing video content rollout for Pakistani movies and dramas as per the brand guidelines of Tamasha app.• Creating animated pieces on need basis to add more value to the content being rolled out.• Suggesting creative solutions to the client in order to make the content more engaging.• Managing In app banners design for campaigns.• Creating graphical content for the platform as needed.

• Defined the target market, segmentation, and developed the communication strategy of the company for both internal and external parties.• Developed and implemented all the ATL and BTL activities as per the quarterly marketing plan.• Developed SOPs for the department.• Developed the corporate identity for tutoria.pk with the creative department.• Presenting media plans for the CEO review as per his request. Moreover, compiling nationwide billboard kits for the higher management.• Planned and executed all outdoor marketing activities i.e. bookshops branding kit, posters, brochures, flyers, and back-lit boards all across Pakistan. I was responsible for finalizing printers, vendors, and getting the designs/artworks, samples approved directly from the CEO.• Designed and executed tutoria.pk scratch card with the creative department which is now available nationwide at all the bookshops.• Ensured consistency in branding and communication throughout the development and execution process.• Planning, executing, and monitoring monthly content calendar for digital media including static and animated posts, DVCs, and all kinds of engaging content. Also, I helped in arranging actors/talent for DVC shoots.• Prepared digital marketing strategy targeted towards the segments. I have a good understanding of Google Adwords, PPC, display ads, SMM. Developed budget recommendations for the campaign, assets/content required targeting strategy, re-direction of the user, and re-targeting strategy.

• Planning, developing and executing overall marketing strategy for Fun City, Pakistan.• Understanding and developing budgets, including expenditures, research and development appropriations,return-on-investment and profit-loss projections.• Researching and analysing market trends, demographics and other relevant information to ensure growth and profit goals.• Focus on improving Fun City's image as a brand and market positioning as compared to other competitors.• Developing and executing all the corporate partnerships of Fun City with other brands such as HBL, GoLootlo, StandardChartered Bank, Askari Commercial Bank which help in increasing sales.• Overseeing and compiling data of company's promotions.• Implementing new marketing strategies to stay ahead of the competitors.• Planning and executing ATL and BTL campaigns.• Developing and maintaining corporate identity of the brand.• Leading the team and developing high-quality content for the digital properties of Fun City, Pakistan.• Lead contributor and core member of the team that helped Fun City in winning The MENALAC Award for the "The BestFamily Entertainment Center" in the entire Middle-East & North Africa region in 2019 putting Pakistan on the world mapof Indoor Amusement Parks.• Lead contributor and key member of the team that was responsible for Fun City's nomination in the top 3 finalists of the "Top Family Entertainment Center of the World" for the IAAPA Brass Ring Awards 2019.• Organizing all major events such as PR events, Meet and Greet events, Corporate Social Responsibility events and outdoorevents to represent Fun City as a brand.• Overseeing social media, public relations and content marketing.

• Development and execution of plans, campaigns, and projects to assure earnings, growth, and profit goals are achieved.• Plan, develop, and budget recommendations to achieve work goals.• Plan and execute ATL ad BTL campaigns.• Providing leadership/motivation and conveying the vision and values of the brand to staff.• Plan, develop and direct marketing efforts to increase the value and performance of the brand.• Focus on developing brand’s image and positioning compared to competitors.• Develop positioning recommendations, guide market research analysis and define brand elements and tone.• Executing duties and assignments as directed in compliance with corporate guidelines and objectives.• Media planning and buying for campaigns.• Oversee the creative process including design, video production animation, printing, digital campaigns and social media.

• Graphic design for all platforms.• Digital campaigns for social media platforms.• Supervising digital agencies to get tasks done.• Complete branding for Fun City for ATL and BTL activities.• Graphic design, animation and video editing.

• Graphic design for all platforms.• Animated telops for major telco brands like Ufone, Mobilink, Telenor, PTCL at broadcast level.• Storyboarding, illustrations, mood board, concept development.• Animated videos for international clients.• Art direction and leading a team of animators to deliver projects on a tight deadline.• Involved in various pitches to clients.

• Motion graphics and graphics designing for print and broadcast.• Video editing.• Typography based motion graphics.• Leading the team of animators to get the project done inside the deadline.