My Role:Spearheading the conventional and digital media communication team in strategizing & optimizing ATL advertising budget/investment to increase brand awareness and product vending. Capitalizing on available media opportunities and breaking clutter in media space through creative executions.• Launched 100+ conventional media campaigns while ensuring annual media KPIs are overachieved. Optimized on best ad placements to maximize efficiency of media spends. Saved and reinvested more than 40% media budget through efficient planning & media deals.• Explored full funnel objectives while taking 200+ digital media campaigns live. Employed all available ad formats to its full potential and integrated first party data where applicable. Significantly improved APP campaigns performance and promoted experimentation for better understanding machine learning in order to optimize digital paid campaigns.

My Role:As the leader of the marketing operations team, I strategized, optimized, and executed integrated advertising initiatives to meet brand communication KPIs. My role required to analyze the competitive landscape, benchmark best practices, and foster a high-impact team culture to drive operational excellence through process improvement, structural enhancements, and roadmap development. • Launched multiple landmark OOH projects that became talk of the town. Created impactful visibility nationwide through Mega, permanent and tactical assets. Designed OOH advertising management framework to improve go-to-market time and ROI of BTL media investments.• Initiated computable and pioneering brand activation campaigns to support product teams in experience generation, new customer’s acquisition, customer retention & loyalty. Contributing to the top line growth by improving~ROI

Out-of-Home Advertising:Developed OOH advertising footprint of ZONG across Pakistan by employing various creative and innovative branding solutions in line with brand visibility KPI’s. Ensured message effectiveness and cost efficiency by smart planning/ investment on branding mediums:Brand Activation:Initiated several innovative activation campaigns to increase Top-of-mind & Intention-to-buy of the brand itself and its products/services. Targeted prospects at relevant touch points to provide convenience and experience of the brand in order to generate trials & activation of its products/ services. Injected the brand promise in their minds & activated them to enjoy the brand experienceEvents & Sponsorships:Organized/sponsored multiple events to connect with customers and communicate the brand essence in a right way to the right audience at a right investment

In this role I was responsible for nationwide BTL communication that includes but not limited to OOH Advertising, Branding across internal & external touchpoints, brand activation projects, events and sponsorships for ZONG

Being responsible for BTL advertising and marketing finance function, I formulated regional A&P structure and trained regional marketing resources. Developed & implemented regional BTL support plan for all regions. Lead A&P budget management and coordination with stakeholders for purchase & payment of department

Being brand executive, I supported brand manager in creative development and execution of all advertising & promotion projects that includes TVCs, POP. POS, Print, OOH, Events, Sponsorships, PR campaigns and much more.

Key projects include, redesigning of marketing finance function & development of A&P budget tracking system, Reconciliation of media & advertising agency records, Cancelation of Outdoor, creative & media agencies contracts, Development & placement of POP/POS branding initiatives

Assisting Channel Manager in all outdoor & channel management initiatives, Formulated marketing financial record & ensured effective up -gradation

• Learned the art of customer care & relationship management during my 6 weeks internship at Ufone customer care department Islamabad