Head Of Marketing
Askari Bank
Total years of experience :18 years, 3 Months
• Collaborate with business team to uncover insights for developing marketing strategies for existing and new products
• Crafting strategies for all Marketing teams, including ATL, BTL, Digital Media and Creative
• Conception, development and implementation of Integrated Marketing Communication to drive sales
• Leading digital media agency, creative agency, media buying agency and PR agency.
• Efficiently managing annual marketing budgets.
• Streamlining marketing operation flow and etc.
• Preparing and managing monthly, quarterly and annual budgets for the Marketing department
• Routinely sharing strategies, progress, results, learnings, and relevant industry trends, with the broader team.
• Setting, monitoring and reporting on team goal
Project-1: Digital Marketing Consultant www.Jangomall.com (Dec 2020 till currently)
~ Project-2: Digital Marketing Consultant www.gotapatti.com (Feb 2021 till currently)
Jangomall is an E-commerce platform of multi brands
Gotapatti is an E-commerce platform of Ladies Fashion Garments
• As a consultant planning all digital marketing campaigns including SEO, Social Media (Facebook and Instagram), Google Display, Google Search, and YouTube advertising campaigns
~ Project-3: Drafting go-to-market strategy for the launch of Real Estate Project MidCity Housing Society (Oct 2020 till Dec 2020)
Bareeze Home Expression and The Fabric Store, LAHORE
https://www.thefabricstore.pk/ http://www.bareezehome.com.pk/
~ Marketing Lead (Digital and Traditional) (May 2021 till currently)
• The Fabric Store (Shopify platform) IG: thefabricstorepk FB: thefabricstorepk
Bareeze Home Expression (Magento) IG: HomeExpressions FB: bareeze_homeexpressions
Achievement
• More than 35% increase in the Conversion Funnel
• Decreasing the Bounce Rate upto 20% by selecting the right Target Audience
• More than 100% increase in sales by focusing on Retargeting and Prospecting campaigns
• Introduced the idea of getting Online and Offline Customer Reviews on Google Listing through QRCODE.
Responsibilities:
Digital Marketing
• Strategizing the digital campaigns based on Sales Funnel (TOFU, MOFU, and BOFU)
• Work with digital marketing agency to plan and execute all digital marketing campaigns, including SEO, Social Media (Facebook and Instagram), Google display, Google Search, and YouTube advertising campaigns
• Design, build and maintain content for social media presence
• Measure and report performance of all digital marketing campaigns using Google Analytics, and assess against goals (Conversion Rate, ROAS and etc )
• Collaborate with agencies to improve UI/UX of landing pages and optimize user experience
• Integrating and Fixing Google analytics, Google Search Console, Google My Business, Google Merchant Center, Facebook Pixels, Facebook Catalogues and etc
Traditional Marketing
• Interaction with marketing vendors to streamline branding related tasks which include but not limited to offset printing, stores branding, etc
• Work with in-house designer team to execute campaign shoot and web shoot
~ Senior Manager Marketing (Feb 2017 till Aug 2020)
Responsibilities:
• Planning yearly traditional and digital marketing budget and activities calendar to differentiate from the competition.
• Supervising creative, digital media marketing, media buying, outdoor and PR agencies
• Supervising roadshows and corporate events’ sponsorships
• Production of TVCs and marketing collateral
• Managing branch branding and marketing material throughout FINCA Pakistan network, 136 branches
Achievements:
• Instrumental in increasing App download, loan and deposit queries using digital marketing campaigns
• SimSim (Mobile Wallet Ap) launch TVC and Launch Event
• Product TVC and Customer Success Stories videos for Social Media
• Multiple corporate events for FINCA and SimSim
Responsibilities:
• Reporting to GM, steering a team of 4 in devising marketing activities for achieving business targets
• Drafting yearly marketing plans based on marketing budget of all products in coordination with product team.
• Responsible for the ATL/BTL/Digital marketing of following product lines (AC, Microwave Oven, Small Domestic Appliances, Hoods & Hobs, Cooking Range, Instant Water Heater, Ceiling Fan, Bedroom Refrigerator, Water Dispenser, Inverter, and Battery)
• Outdoor Activation at International Modern Trade (Metro and Hyperstar), Modern Trader (HKB etc.) and whole seller.
Achievements:
• Played catalytic role in increasing sales from 1 Billion to 2 Billion
• Successfully launched exclusive displays of Enviro appliances & Opple Lighting throughout Pakistan.
• Giving new dimension to CRBT marketing by dealing with Ufone, Warid and Zong
• Viral marketing through ‘Enviro Women Community’
• Designed affiliate marketing ‘Students Earning Scheme’
Responsibilities:
• Annual Marketing budget and sales forecasting
• Organizing book fairs and book launches events frequently to promote OUP products in Universities, libraries and trade fairs etc.
• Reporting to Regional Director, steering a team of 4, including responsibility for staff development
Achievements:
• Successfully achieved 190 M targets in FY 2014 through area marketing strategy
• In FY 2013 achieved targets of 170 Millions
• In FY 2012 achieved target of 154 Millions
Marketing and Sales Training:
• Successfully completed Oxford Marketing and Sales Academy Training session-3 in Malaysia in 2014
• Successfully completed Oxford Marketing and Sales Academy Training session-2 in India in 2013
• Successfully completed Oxford Marketing and Sales Academy Training session-1 in Karachi in 2012
ABU DHABI GROUP - WATEEN and AL RAZI HEALTHCARE, (2007 till 2010) LAHORE
~Al Razi Healthcare - Assistant Manager Marketing (2009 till 2010)
Responsibilities:
• Reporting to the Manager Marketing, steering a team of 2 in executing marketing activities.
• Drafting marketing budgets and media tools for effective reach.
• Briefing & managing agencies (offline media, creative, web team and PR).
• Assist to art team on all planning and details for photo, video shoots and marketing collateral designs.
Achievements:
• Capitalized on marketing budget of PKR 30 million for the launch of Al Razi in Lahore
• Instrumental in achieving PKR 10 Million sales in first 100 days
• Build brand awareness upto 40% within three months of launch through targeted communication
~Wateen Telecom - Brand and Segment Executive (2007 till 2009)
Responsibilities:
• Reporting to the Head of Marketing, steering a team of 2 in devising communications strategies.
• Work with product and research team to communicate market trends and customer requirements to ensure alignment of product development strategy with the voice of customer.
• Work with the management team to prepare a core brand message and apply these into all aspects of media.
• Work with sales team to maximize lead generation, direct marketing, and customer retention.
• Participate in sales forecasting and review.
Achievements:
• Played a pivotal role in successfully launching Asia’s largest Wi-Max operation
• Played important role in drafting offline and online marketing strategy for Wateen Calling Card, Wateen Gaming, Wateen Fixed Line, Wateen Video Calling and Wateen Surveillance
• Instrumental in achieving 100, 000 broadband customers within a period of 6 months
• Conducted Broadband Market Evaluation Research Study (Usage, Attitude & Segmentation) and developed market segmentation portfolio.
• Capitalized on marketing budget of $1.8 million for the launch of Wateen
Achievements:
•Continuous tracking studies for the dairy, juices and mineral water for Nestle (measuring - top of mind, unprompted & prompted awareness, buying behavior, switching pattern, disposition analysis, image & equity, solus and multiple user ship of brand / cat.)
•Infant nutrition tracking for TNS - International
•Repositioning of product line for ICI
•Concept and product test of toddler related product - New Cerelac for Nestle
•Evaluating saving habits of people belonging to lower SEC for Agha Khan Agency for Micro finance
•Product and favorability test of powder milk category for Nestle
•Listing exercise to evaluate the market size of fruit juice category for Nestle
•Measuring the incidence of the culinary products for Nestle
•Concept test of product related to chewing gum category for Mayfair • Quantitative research for Nestle to monitor brand score card of following categories (dairy, juices and mineral water) measuring - top of mind, unprompted & prompted awareness, buying behavior, switching pattern, disposition analysis, image & equity, solus and multiple user ship of brand / cat).
• Concept and product test of toddler related product - New Cerelac for Nestle
• Product and favorability test of powder milk category for Nestle
• Listing exercise to evaluate the market size of fruit juice category for Nestle
• Measuring the incidence of the culinary products for Nestle
• Repositioning of product line for ICI
• Saving habits of people belonging to lower SEC for Agha Khan Agency for Micro finance
• Concept test of product related to chewing gum category for Mayfair
Master in Public Administration
