Daraz is a part of AIDC (Alibaba International Digital Commerce) group and the top e-commerce marketplace across South Asia (excluding India). Our business covers four key areas: e-commerce, logistics, payment infrastructure and financial services – providing our sellers and customers with an end-to-end commerce solution. Daraz LIVE is the muscle for LIVE Commerce where buyers can connect with sellers via influencer driven LIVE shows, enabling audience engagement, brand building & conversion with gamification. Affiliate influencer marketing is the game changer for the creator economy that is based upon performance of influencers on the e-commerce platform utilizing the power of their social media profiles. • Developed revenue model at Daraz LIVE for sustainable scaling of the business• Focused on ROI, CPO, ROAS & LTV for LIVE Commerce & Affiliate Marketing• Planned LIVE shows budget to maximize equity building, engagement & conversion for brands• Planned Affiliate Marketing budget for maximizing brand awareness & sales• Conversion Optimization: Aimed at reducing CPO based strategies with Affiliate KOLs across each commercial category• Spearheaded Key Account Management for all brands & sellers aboard Daraz LIVE & Daraz Affiliate• Executed growth roadmap utilizing social platforms, CRM, Search, Commercial, and monetization to sustainably scale the business• LIVE Commerce Operations management with Cross-functional collaboration and stakeholder management; stream creation, product assortment, content planning & billing• Performance Analysis for both LIVE & Affiliate campaigns

• Key Account Management:Hashoo Hospitality group I Unity Foods (Sunridge & Dastak) I Adamjee Life Insurance I Atlas Battery I Naveena Steel• Executed 360 online + offline campaign for Adamjee Life Insurance for COVID-19 awareness in collaboration with Sehat Kahani. 68% policy holders availed the offer as a result• Strategized & executed “Naveena Steel launch campaign” I Digital content I Media Planning I Website design• Strategized & executed “Sunridge flour launch anthem campaign” I Digital content I Media Planning

• Responsible for the creative strategy & execution for the following brands on digital media:Dettol I Mortein I Gaviscon I Veet I Durex I Harpic I Strepsils I Adamjee Life Insurance• Developed a new direction for Dengue Awareness for Mortein that presented a lethal disease in a light-note manner for people to battle with it in a more functional manner by equipping themselves with Mortein• Durex Pakistan – 15% increase in e-commerce sales within a business quarter driven by moment marketing. Won EFFIE Award in 2022 for sex-education impact done with #PlaySafe content narrative built in 2019.• Conceptualized + wrote the script & directed the video for Gaviscon “Spice Challenge” using two PR influencers.• Worked on the following pitches, of which we won 3:Jazz I Sooper I Faysal Bank I Naveena Steel I Nando’s

• Developed business in parallel to macro-management of onboard clients.• Developed company values & culture guidelines with the CEO.• Conducted interactive trainings & workshops for various digital marketing areas.• Collaborated with Parhlo.com for events & experimental content.• Developed IMC strategy & content for the following brands:Soneri Islamic Banking I Amante I Shahid Afridi Foundation I Elmore

• Achieved 60% conversion on client pitches.• Grew business portfolio by 4X YoY.• Generated business revenue of $175,000 • Led Account Management, Digital Strategy & Creative Strategy for all clients namely:Shan Foods (both local & international brands portfolio including Shan Recipes I Shoop Noodles I Delve Desserts) I Habib Bank Limited (HBL) I Kolson Pasta I Malaysian Palm Oil I Lahore University of Management Sciences (LUMS) I Dawlance• Leveraged social media and web technologies to drive marketing and communication.• Created print and digital content in collaboration with cross-functional teams.• Executed CPM & CPC campaigns on Facebook managing a budget of $250,000.

• My account management portfolio comprised of the following brands:- TCS Connect (Now YAYVO.com)- Home Detail (UK)- GRS Global (UK)• Developed e-commerce strategy & content for all clients.• Strategized omni-channel marketing for maximizing brand equity & leads in the sales funnel.• Coordinated with digital media partners & publishers for all campaigns.• Built a cross-functional team from 3 to 10 members within 6 months.Reason for leaving: JWT had approached me and I pursued it for getting an MNC experience.

• My account management portfolio comprised of the following brands:- Cow & Gate- Fortini- Stiefel (GSK)- Forhan’s (HPC portfolio)- Mayfair (biscuits & candies)- Pakistan Oil Mills- TCS Connect • Developed communication strategy for all clients.• Set the design direction for all clients with the creative team.• Did copywriting for all clients (English & Urdu)• Collaborated with media partners for execution of campaigns on print, radio, electronic media, OOH and BTL activities.• Worked as production assistant for respective TVC shoots.

Worked on Kraft Foods - TANG & Cadbury, Unilever - HPC (Dove, Comfort & Pond's) and British American Tobacco with respect to strategy, creative approach and account management.Was part of a 360 campaign for Comfort Fabric Conditioner from the start till the final execution including print & electronic media.

- Managed reporting & strategy for the list of all clients engaged with the Global English Program conducted by GAC Corporate Academy.- Preparation of reports, strategy for other courses offered by GCA and business development for GCA.