Head of Marketing, Corporate Communications and Digital Media
Bank Al Habib Ltd
Total years of experience :27 years, 5 Months
I have been successful in improving the economies of scale and internal cohesion with the creation of a centralised marketing function which manages creative services and branding. This has enabled the effective identification of key demographics and ensured targeting is accurate with a comprehensive social media strategy encompassing Facebook and Twitter. I have facilitated the development of new product ideas and increasing the communication of market developments with a structured intelligence strategy, identifying audiences to target and creating an effective strategy to manage the implementation of all campaigns. Utilising ATL and BTL campaigns, wider audiences have been captured through digital, mobile, CRM, and multi-channel marketing, ensuring the capture, nurturing and engagement of leads. I have led the development of content and creative with media agencies and internal teams, ensuring revenue and profitability targets are met for the long and short term in accordance with strategic business objectives. All branding messages have been adhered to, particularly with value propositions implemented to increase customer purchasing. I strongly believe in flexibility and though not part of my initial portfolio, have successfully completed a major POS Acquiring Project to facilitate cashless retail payments in the country. I am currently now engaged in complete revamp of our company's website and have finished a complete roadmap of digital banking implementation in our bank.
I have successfully reduced the portfolio of redundant products and increased focus from 85 product lines to the 5 most sought-after products during this role. This has also involved the implementation of aggressive cost cutting, rate rationalisation and the implementation of new products to reduce losses and achieve profitability for the first time in several years. I effectively tracked performance metrics and revenue targets with product plans, provided explanations regarding profit budget variances and updated projections, which has improved the reporting of ROI.
I demonstrated my considerable business acumen and as such, was awarded Employee of the Year for the delivery of superior project management and numerous new product launches. I was initially employed as Officer Cadre, but received promotion to Vice President in less than 5 years where I have launched the highest number of retail products, including debit cards, Pakistan’s first prepaid card, Bancassurance, savings and current accounts, and the VISA platinum credit card. Additionally, I was credited with producing and distributing over 200, 000 relief cards within a period of just 3 weeks to Internally Displaced Persons (due to Civil War).
I executed the first automated process based archiving system in Pakistan and was an integral part of the rationalization process due to the takeover of Bank of America by Union Bank.
Key Achievements
•Achieved the Quality Service Award by American Express Ltd
•Managed the widest portfolio of clients, which included financial institutions, FMCG's, pharmaceuticals, and consumer electronics organisations
•Received promotion three time from Account Manager to Associate Director
courses: Business Administration, Major in Sales Management
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