Umera Khan

Account Manager
Centric, Dubai, UAE October 2013- Present

• Manage a portfolio of accounts worth $500k and coordinate with internal and external stakeholders to ensure timely delivery of projects/marketing campaigns and smooth operations of exiting accounts.
• Periodically meet clients to receive creative briefs and present proposals, campaign strategy and creative work along with a summary of the expenditure involved for approval or modification. Furthermore, understand the brief and the expected outcomes from the clients and explain it to our creative team.
• Research and identify the nature of clients' products, business culture, services, plans, competitors and target markets and understand the possibility of changes to these and create a brand vision.
• Coordination with clients and vendors on various projects, campaigns, collateral development and production. Update client on day-to- day progress and ensure the final delivery is executed as per order.
• Evaluate, adjust and redirect advertising campaigns by studying and analyzing sales results, demographics, customer satisfaction and other market research information.
• Supervise and coordinate the work of the relevant production departments so that the campaign meets deadlines and budget
requirements.
• Developed and executed integrated marketing and social media campaigns for brands like Sony, Samsung, UNDP, National Bonds, and Ramada Plaza.

Marketing Executive
Emirates Worldwide Logistics LLC, Dubai, UAE December 2012- October 2013

• Managed and developed three key - global customer accounts in the FMCG and Oil & Gas sectors by proactively servicing clients'
requirement through setting extensive marketing strategies, preparing product papers, building quality service and value for money.
• Designed and development of all marketing collateral in coordination with internal departments as well as the external advertising
agency. Also managed and executed all ATL and BTL activities for road and air solutions.
• Analyzed zonal, regional and national sales of the categories in order to develop sales promotions for improving sales volumes.
• Developed customized products based on customers' needs covering speedy logistics, road and air solutions - encompassing pricing
strategy, marketing plans, marketing activity reports and customer interaction.
• Responsible for budget forecasting and reporting, coordinating between the vendors, distributors and internal departments, tracking
sales volumes and invoices.
• Content writing and development of all collateral material in-line with brand objectives to execute an integrated marketing campaign.

Assistant Product Manager - Debit Cards
Habib Bank Limited, Karachi, Pakistan August 2011- December 2012

• Executed new product ideas through preparation of product documents, development of pricing strategy, meeting all IT requirements and testing, legal and compliance approvals, coordination with marketing team as well as external vendors.
• Launched a Ramadan celebrations campaign for debit cardholders with a full 360 degree integrated marketing campaign resulting in 37% increase in card usage during the month.
• Successfully organized and launched 3 projects as part of a cross-functional team.
(i) HBL Visa Prepaid Cards (ii) HBL Visa Debit Cards in Sri Lanka (iii) HBL's first smart branch
• Developed and executed strategic marketing plans to increase activation, subscription and usage of Cards (Debit, Prepaid and G2P)
resulting in a 12% increase in the activation rate and 5% increase in usage rate.
• Actively worked on social media channels to build brand awareness, engage customers already using our products and to acquire
new customers driving them to HBL product portfolio.
• Re-engineered product process flow for better efficiency resulting in an approx 15% decrease "turn-around time" for the debit card
issuance process.
• Engaged and performed user acceptance tests to check the efficiency of new systems deployed & end to end processes
• Coordinated with vendors and Card Operation Department for stock management of cards as well as collateral material. Also ensured
dispatching of over 3 million debit cards statements on semi-annual basis.
• Completed 'Management Trainee Program' with focus on banking functions: Consumer Banking, Corporate Banking, Operations.
Assets & Liabilities and Treasury.

Market Research Officer - Program Support and Development Unit
US Aid Projects: Sind Education Foundation August 2009- January 2010

• Conducted market research and participated in strategy planning and policy implementation for infrastructural improvements and successful roll out of 156 underdeveloped schools in rural Pakistan.
• Developed a framework for documenting project activities of 3 USAID projects and compiled project outputs against key intervention
area and activity to aid direction of the projects.
• Conducted field research and interpreted data in order to identify schools in critical need for support.


Internships & Other Work Experience

Marketing Intern - Marketing Department
Sanofi-Aventis June 2009 - August 2009
Product: LANTUS
• Researched the market needs for expanding the scope of existing product offerings in Diabetes category, and proposed a future
strategic direction for the product: LANTUS
• Managed the implementation of the LANTUS Clinic Management Program. Conducted pre-event planning for ADA local roll-out in
Lahore.
• Prepared, maintained and communicated various worksheets for country-wide analysis on LANTUS sales from June-July 2008.

Marketing Intern - Marketing & Communications Department
British Petroleum June 2008 - August 2008
• Designed and implemented the market development model of Lubricant Category: Castrol in Pakistan with an educational campaign and extensive sampling drive.
• Designed and executed Pan Pakistan internal marketing campaign including corporate brochure, posters, website redesign for Castrol
(ii) Conducted an internal perception survey with internal stakeholders across Karachi, Lahore, Islamabad and Multan
• Responsible for the health & performance of Castrol by playing a critical supporting role to the Brand Manager in leading the execution of the Brand Marketing Plan.

Memberships and Research Work
• Developed "Ground Activation Strategy' for HBL Debit Cards and designed an Activation Evaluation Mechanism for the same.
• Prepared a research report on the usage and acceptance of mobile marketing in the SME sector of Pakistan.
• Researched and published a case study: 'Pompei Station: Making a Stop at Customer's Doorstep' in IBA Quarterly Service Marketing
Magazine.