To Be Designed (TBD) is a content design and brand experience service, built to be every marketing and communications (marcom) team’s best friend.

• Launched a new education financing service called ‘Study Now, Pay Later’ with 2 leading university partners. Disbursed over PKR 38 million loans and managed the complete customer experience single-handedly.• Worked with university partners to execute the successful launch and the internal teams to ensure a smooth customer journey.• Conducted over 200 customer interviews to figure out the product-market fit and analyze consumer behavior, high-potential target segments and their pain points.• Identified the target customer persona and conducted constant market research to identity market trends which helped in designing a Go-To-Market strategy.• Developed product messaging that resonated with the customers, and collaborated with the marketing team to produce marketing collateral, including posters, giveaways, and email campaign and social media collateral. This resulted in increased brand awareness and recall.• Conceptualized a campus ambassadorship program. Lead a team of two ambassadors that helped generate 16% more leads from the ambassadors and increased brand awareness.• Launched a community around the product for the target audience; Moneyverse, a financial wellness community for GenZ that reached over 980 members in a span of 5 months. Crafted content for the community and partnered with influencers to increase the community engagement.• Designed a content marketing strategy that aligned with the overall marketing strategy of the company, utilizing a variety of channels including blog posts and social media to reach a wider audience.

• Oversaw treasury services, maintaining cashflow reports and managing stakeholder relationships with multiple banks.• Developed comprehensive Business Requirement Documents for the finance team, driving efficient communication with the build team.• Streamlined and documented finance team processes, enhancing efficiency and promoting standardized practices.• Successfully coordinated and executed inter-team projects within the finance department, ensuring effective collaboration and timely completion.

• Managed and updated Cash Receipt Report for over 500 corporate customers, ensuring accurate reconciliation with bank statements.• Recorded receipts and amortized advances in ERP - SAP system on a monthly basis.• Generated advance invoices for new customers during the onboarding process.• Maintained proper records of withholding tax certificates from customers.

• Streamlined company's document management system by consolidating all policies, guidelines, and circulars into an easily accessible Excel file, ensuring efficient accessibility for all departments.• Assisted in regularizing internal controls and monitoring their implementation to enhance risk management and compliance within the organization.• Played a key role in the strategic procurement process, including issuing RFQs, negotiating prices with suppliers, and identifying potential vendors, contributing to cost savings and improved supplier relationships.

I produced marketable content for a number of clients to be used in social media marketing and managed communications with the clients and the teams.