Head of Marketing & PR
Tech Group PJSC
Total years of experience :20 years, 8 Months
Working as the Head of Marketing in the Group, I am responsible for:
• Reputation management of the Group and its business units, and developing cordial relationship with the media in order to gain a positive rapport.
• Revamping and standardization of Marketing collateral for each business unit including profiles, brochures, submittals, pre-qualification documents, etc.
• Revamping the Group website to consolidate the information for each business unit in an organized manner.
Worked as the Marketing Consultant for the start-up in Pakistan, I was responsible for:
• Creating the entire brand-space for Brighterlite in Pakistan.
• Portfolio creation - from company positioning to development of marketing collateral and from execution of sales activities to target audience with relatable communication.
• Creating and owning assets on the digital space - including the website, linkedin and facebook pages.
Worked as the Head of Brands in the acting role, I was responsible for:
• The successful launch and the follow-up communication for Warid LTE that has seen an incremental uptake of about 50%. This renewed faith of the Abu Dhabi Group to invest more in Pakistan to keep the target market engaged and keep providing them with the most advanced and innovative services.
• Increasing the brand equity by developing long-term strategy to target specific audience with relatable communication.
• Creating and owning assets on the digital space - including reducing the number of clicks on the corporate website for the ease of visitors’ use as well as keeping them engaged with a long-term presence by being the fastest growing pages on the social networks like facebook, twitter, pinterest, etc. This has also seen Warid’s facebook pages as the most devoted social media pages in Pakistan.
• Conducting periodic focus groups to gauge the awareness and understanding of advertising and incorporating learning from the BHT into the communication to keep the brands aspirational and relatable.
Worked as the Marketing Manager for Corporate Communications, I was responsible for:
• Reputation management for Warid Telecom in order to counter any and every competition activity in wake of the Next Generation Mobile Services (NGMS) auction project.
• Developing upfront and cordial relationships of the external factors, i.e. government, regulator, media and customers with the company stakeholders due to which the company gained quite a positive rapport with the external factors.
• Managing Warid Telecom’s CSR platform, i.e. breast cancer awareness and anti-smoking drives in collaboration with Shaukat Khanum Memorial Trust (SKMT).
Worked as the Brand Manager, I was responsible for:
• Launching complete IMCs with 360-degree roll-outs successfully executed to increase the brand health to stay within the top 3 masses brands and top 2 youth brands in the industry.
• Initiating BHT for both the masses and youth segments, and modifying the brand/ product calendar accordingly to keep the brand scores within the top 3 operators.
• Corporate re-positioning to establish Warid as the brand that has its trust in the people and that promotes resilience to face any situation.
• Youth brand repositioning: “Dosti Ke Rung” (colors of friendship) campaign to establish “Glow” as the brand for the youth that can help them stay connected with their surrogate family (friends) at all times. The campaign increased the segment numbers by 2%+ in terms of revenue, subscribers and activations. Follow-up campaigns were conducted to keep hammering the message and take the claim of “the brand for the youth”, which helped in keeping the brand alive throughout the year on different touch points as well as in maintaining the growing numbers for the youth segment.
• Creating brand experience through on-ground activations connected with the digital world that employed the augmented reality technology to be used in Pakistan for the first time. The brand was able to touch around 300, 000 individuals directly across the urban landscape over 3 months. Creating experiential spaces to reach the customers at their points of interest through brand activations, i.e. kiosk activities, mall intercepts, on-premises activations, picture of success at the retail, etc.
• Conducting periodic focus groups to gauge the awareness and understanding of advertising and incorporating learning from the BHT into the communication to keep the brands aspirational as well as relatable.
• Developing communication platform and the execution details for the roll-out of Mobile Paisa - the Mobile Financial Services.
• Conducting trainings for the regional Sales & Distribution team with the launch of every IMC for the teams to better understand the idea behind each campaign and to get their inputs to better facilitate the execution teams to bring in the returns.
Worked as the Assistant Manager Brands & Media, I was responsible for:
• Launch of Jazz Jazba - the youth brand promoting passion and determination amongst the youth.
• Repositioning of Mobilink Jazz with the tagline “No Samjhota” to impart Jazz’s claim as the premier prepaid brand without any compromises to quality - network and rates.
• Cricket activities with the PCB in accordance with the brand plan where the brands leverage from the popularity of the only passion point for the country including talent development via Mobilink Hunt for Heroes platform.
• Communication development for Mobilink PCO product to have cellular connectivity in far-flung areas where customers are hesitant to keep mobile phones.
• Complete nationwide launch of Mobilink Infinity - the broadband cellular services provided by Mobilink.
• Utilization of research and planning tools for media efficiency and development of execution plans from recommended purchase through post-analysis, while acting as the primary contact to provide integrated consumer communication across mass medium.
• Set and monitor media cost and performance benchmarks with the media agency and analyze results of media efforts for highest possible levels of business benefit.
• Online activities involving execution of creative and periodic plans in liaison with the digital agency.
Worked as the Senior Executive Affinity Marketing coordinating activities for Bank Alfalah Ltd., I was responsible for:
• Account handling of the prime affinity partners, devising promotions and strategy.
• Consolidating reports (sales, activations, number portability and reconciliation) of all the affinity partners through internal stakeholders (Finance, IT, CS, etc.).
• Devising strategy to target sales in the strategic organizations like NLC, Shifa, NCHD and NADRA.
• Initiation of proactive coordination for Mobile Banking on SMS and GRPS with Bank Alfalah Ltd.
Worked as the Assistant Manager Marketing for WLL operations, I was handling Marketing Communications and Services.
• Brand promotion and liaison activities with the creative agency
• Communication development for brands and services
• Service development and promotions
• Tariff planning, implementation and coordination
• Content writing and website support management
• Services worked upon included SMS / IVR and location-based services
Worked as the Marketing Executive handling Value Added Services and New Product Development, I was responsible for VAS upgrading, implementation and technical support for product development along with connectivity support with banks, television and radio channels.
Worked as the Executive Client Services and Marketing, I was handling clients like Pakistan Services Limited and Serena, responsible for organizing events in Islamabad, including cultural shows, fashion shows, festivals, concerts and theatre plays.
Worked as an intern for 8 weeks as part of the internship program conducted by the University.
Worked as a Presenter for the 6-7pm Drive Time show.