Saadia Asif Email & Phone Number

Gulraiz 2, Rawalpindi, Pakistan

Dubai

Conceptualized and launched Fulcrum to provide customized marketing, branding and communications advisory services. Working across diverse areas including business and marketing strategy development, brand development, social media and content marketing and internal culture development. Overall commitment to delivering excellence in every engagement for the creation of strong, sustainable and profitable relationships with customers, suppliers and stakeholders. Key client engagements include:Shred-It: Working as the local marketing department for this multinational company based out of Canada. The engagement covers Strategy Development, Social Media Program Development, Event and Project Management and PR.CGA Management: Managing the 360-degree marketing strategy, brand development and content development program for this UK based consulting firm. Working directly with the CEO the engagement has included creating the Vision, Mission and Values, developing the Business Strategy, creating and rolling out a dynamic new Brand and designing and delivering a Content Marketing strategy. Centric: Working on a retainer basis with this fast growing Digital Marketing Agency to develop and rollout a comprehensive internal culture development and training program. Projects during this period included working with both senior management and staff to develop a clear Vision and Mission, identify and build a set of core Corporate Values, embed these values across all staff via a series of training and Training and Development Programs.4WORK: Worked with this local SME to strengthen their social media presence in the market. The project included conducting a comprehensive Social Media Audit, development of clear Customer Personas and delivery of a long term Social Media Strategy and rollout program.Additional clients include Sparkplug Coffee, Mindtripp Events, Al Wahda Mall, BeUnique Group, Uberhomes

Dubai, Uae

 Developed and launched the new Emirates Islamic brand, including visual identity, positioning, values and all marketing communications materials. The launch program included the PR, Advertising, Branch and ATM network. Established the marketing communications department for the bank including the PR, advertising and merchandizing functions Spearheading all PR and advertising activities for the different divisions within the bank for both Personal, High Net Worth and Corporate Banking functions Creation and implementation of overall communications program to drive the organization through its integration with Dubai Bank. Activities included strategic program development, multi-channel message development and delivery and management of multiple teams for strategic alignment drive the creation of simple, easily comprehensible external and internal customer communications. Development of the Emirates Islamic Bank brand and strategic positioning including the development of brand attributes and personality to create a clear, comprehensible proposition. Spearheading the Corporate Communications function including advertising and public relations for the bank.  Effective management and oversight of the overall marketing and communications budget for the bank including management and alignment of expenses. Spearheading the development of a strong internal culture based on organizational values and driven by its overall vision through the delivery of comprehensive value driven programs. Leading the development and management of a strong digital presence for Emirates Islamic Bank to enhance organizational visibility and drive sales performance. This included the development and management of web portals, online banking and social media activities. Develop and implement a comprehensive internal communications program focused on driving organizational strategy.

Dubai, Uae

 Leading the development of a comprehensive web and online banking portal for the bank focused on creating a segment based, customized user experience for customers Design and implementation of a comprehensive internal communication program focusing on the development of a value based corporate culture. Spearheading the design and implementation of a marketing and communications program for key customer groups, including above and below the line campaigns, merchandising and PR activities. Development and implementation of a comprehensive brand strategy, positioning and identity for Dubai Bank across all communications channels both above and below the line Development and implementation of the overall marketing strategy and budgets for the organization, including Branding, Advertising and Public Relations in conjunction with the various business units within the organization Spearheaded the creation of a strong web based presence for the organization for multiple stakeholders Worked as business advisor and lead on series of IT projects including the development of CRM and e-Statement initiatives Initiated and championed the development of a Corporate Social Responsibility Program for the organization, leading to a move to the use of recycled paper for all paper communications

 Development of the new Mashreq brand in conjunction with key stakeholders, both internal and external leading to the implementation of a new corporate identity program focused on making Mashreq a leading brand in the UAE Development and implementation of key corporate communications programs focused on translating brand objectives into clear customer focused messages Development, implementation and ongoing management of the Internet and Intranet strategy for Mashreq including high-impact communications tools including discussion boards, polls and interactive information finders Implementation of brand propositions around key touchpoints including new retail branch designs, bank statements, marketing collateral and online customer communication tools  Development and implementation of a comprehensive employee brand engagement program including the design and implementation of a brand training program for the entire bank

 Managed combined business and technical teams for new product development in financial services. Products developed included iBank™ and iFund™ CRM with Epicor and the Sybase Retail Banking Data Warehouse solution. Developed and implemented the Inforica OS3 training methodology for the continuing professional development of sales and service employees in banks including ABN AMRO Developed and managed a comprehensive marketing plan for several new product initiatives including iFusion™ and iLearning™. including brochure and website development, integrated marketing communications programs, direct marketing initiatives and telemarketing campaigns Worked with Senior Partners in the development of long and short-term business and marketing strategies and tactical plans, including setting and managing budgets for specific initiatives

 Designed and marketed the Executive MBA (EMBA) program leading to 40% increase in revenue. Designed and marketed the Continuing Professional Education Program (CPEP) targeting Senior and Board Level Executives in leading business houses. Managed team of academics and professionals responsible for delivering the CPEP. Developed and delivered multiple courses in Marketing at the MBA, EMBA and the CPEP level.

 Developed and implemented internal marketing program for Barclays and NatWest leading to a 27% improvement in service quality. Conducted in depth qualitative and quantitative research into the relationship between employee behaviour and customer service for Barclays Bank and NatWest Bank. The research served as a prerequisite to the development of a comprehensive internal marketing program. Conducted marketing audits for three departments at the University of Exeter with recommendations leading to an 18% increase in enrolment.

 Pioneered the introduction of consumer credit in the region as part of Citibank’s core sales and marketing team. Developed sales and marketing infrastructure for the region and managed the local sales and marketing team that increased sales by 200% per year.

Ph.D, Financial Services Marketing

Activities and Societies: Social Club

Master'S Degree, Education

Mba, Banking Management

Executive Education, Digital Marketing

Diploma, Marketing

Activities and Societies: None