Head Of Marketing
Sefam Private Limited
Total years of experience :19 years, 2 Months
The Sefam group comprises ten multidisciplinary retail brands based out of Pakistan. The group’s portfolio covers all age segments (men and women), for formal and casual wear - as well as diverse aesthetic sensibilities. I recently joined Sefam as the head of marketing and in a post covid universe, I managed to strategize and implement a diversified e-commerce marketing road map, involving targeted search engine and social media push campaign - In three months, we achieved 100% growth in the organization’s online sales.
My responsibilities at Sefam include;
- Planning and execution of marketing strategies for the organization
- Overseeing the implementation of the marketing strategies
- Setting and administering the annual marketing budget
- Creating and managing the annual marketing calendar
- Guiding the day-to-day activities of the marketing teams and marketing managers
- Continually reviewing changes to the market and consumer trends and the activities of competitors
- Providing tools and materials to enable the sales team to function effectively
- Managing and refining the organization’s social media presence
- Managing and measuring marketing campaign costs
- Reporting on the effectiveness of marketing campaigns after defining the KPIs
- Utilizing data for marketing campaigns, interrogating the organization’s databases and external data
- Identifying new business opportunities
- Conducting market research studies
- Negotiating with media agencies and secure agreements on the production of promotional materials
Akhuwat is the world's largest interest free micro-finance organization. Akhuwat has also ventured in to education and has constructed Pakistan's first "No Fees University" where the young, deserving and talented are getting higher education for free.
As the chief marketing officer, I was responsible for the following projects at Akhuwat;
- Akhuwat Islamic Micro-finance
- Akhuwat Education Services
- Akhuwat Clothes Bank
- Akhuwat Transgender Rehabilitation
- Akhuwat Health Services
- Akhuwat Food Services
- Akhuwat Cornea Bank
Following is an overview of my achievements at Akhuwat;
- Established a centralized marketing and communication department for all Akhuwat projects, sub projects and programs
- Developed a comprehensive (short and long-term) brand strategy, after redefining the brand image Built a nationwide and international fund-raising team
- Developed marketing plans for parent brand and all the projects
- Created and executed marketing, image building and fund-raising campaigns
I managed to register Akhuwat as a charity in eight countries, including the United States of America and United Kingdom. We effectively generated funds from our global network. In the last three years,
Akhuwat has been recognized by the United Nations and World Economic Forum. After implementing the broad communication strategy and executing extremely cost-effective campaigns, Akhuwat’s donor base was increased by five hundred percent.
I started working for Saidnaam Pvt. Ltd, as Head of Marketing and Brand Communication for Mocciani and Caanchi & Lugari in June 2016. My responsibilities at Saidnaam included;
- Defining and developing brand identities and equity
- Developing annual marketing strategy
- Planning and budgeting of marketing campaigns involving;
o Social Media and Google AdWords
o Influencer Marketing
o Public Relations
o Out of Home (in store and on strategic locations)
o Print (out of the box placement)
o Interactive Radio Campaign
o Nationwide Satellite Campaign
o Visual Mechanizing
- Developing and launching E-Commerce for the group (Borjan and Mocciani)
- Developing a Customer Experience Center
I managed to grow the business from 3 stores of Mocciani to a network of 25 stores, all across Pakistan in a year - Caanchi & Lugari grew in to a network of 9 boutique stores.
I started working as a freelance media and marketing consultant. Following are the projects I am currently
handling;
Lahore University of Management Sciences - I was hired at LUMS, Pakistan’s most prestigious business, science and information technology school, as marketing & media consultant. Immediately after joining LUMS I reduced their advertising and marketing cost by 25% by introducing innovative and cost effect communication tools.
Lahore Sports Boards - I am heading the image building and marketing team for World Kabbadi League, Pakistan chapter. I also initiated the PR and revenue generation campaign for Lahore Lions, Pakistan’s Kabbadi team.
Ali Eye Trust Hospital - Currently I am working on an image building and fund raising campaign for Ali Eye Trust Hospital, an organization which was established in 1960.
Idea Spice is a Dubai based design house with over 200 clients and presence in 5 countries. I joined the
company as a project head for their expansion program i.e. providing marketing strategy to the existing
and potential clients. Training the team, introducing new marketing techniques for business development,
creating comprehensive marketing strategies for existing clients, creating media partners (outdoor,
electronic, print and digital), in all increasing business volume for the company were my core
responsibilities.
In June 2013 I started working as a marketing consultant for Cool Point Industries (Group of Companies - 8 brands). Restructuring the marketing department and creating marketing standards, brand guidelines and developing effective communication for every product (more than 50) are my core responsibilities.
At the end of 2011, I joined Graphite Communications as GM Marketing. It is a 360 degree advertising agency involving Digital Media, ATL, BTL and Brand Activation with an edge of a media house. Currently Worldcall Wireless, Worldcall Evdo, Worldcall Entertainment, Huawei Pakistan, Gigabyte, Master Paints, Ravi Autos and Zulekha Textiles are my clients
I joined Velocity Group in December 2010 and immediately after joining I took the initiative and formed Velocity Digital, a digital media agency and became its managing partner. Alongside I was looking after the marketing & new business wing of the entire group. Following companies fell under my domain;
- Velocity Marketing & Communications
- Velocity Digital
- Velocity PR
- Velocity Events & Productions
In this short span of time, I was able to land a few mega accounts such as Millat Tractors, Metro Cash & Carry, Tripe Em, Nestle Corporate, Master Molty Foam, Master Celeste’, Dura Foam - Developed and managed 360 degree media campaigns for York, SNGPL, Millat Tractors, Triple Em, Willing Ways, Metro Cash & Carry, Master Celeste’, UNICEF, etc.
Strategic Alliancez was established in September 2009 and is a pioneer digital/internet media marketing company in Pakistan - After joining SA, I managed to land accounts like Zong, Bahria Town, Shezan Beverages, Power Full Energy Drink, PFL, HTC, Advance Telecom, etc - In just 6 months I made SA a half million dollar company. I was heading the marketing of SA - Media operations, content development, business development, and client services departments were directly reporting to me.
Publicis Pakistan is the 4th largest advertising group in the world - During my stay at Publicis I was responsible for developing business, developing 360 degree marketing strategies for existing and new clients, PR, event management, media management (electronic, print, outdoor and internet), brand activation & client services of existing local and international clients. I worked on the following brands/companies; VOLVO, Hilti, Ericsson, Rave, Capri-Sonne, Gourmet Foods, SKMCH, FCC, Busch Jagger, BNU, FCC, USEFP, HP, etc
Contact Plus was Pakistan’s largest Brand Activation Agency and was a sister concern of Interflow Communications. I joined Contact Plus as an Account Manager for Sprite 3G - I developed the marketing strategy and launched the brand in 7 cities in 2007. After the successful launch of Sprite 3G, I was promoted as the Regional Manager Operations and under this capacity I launched Olpers, Olwell, Tarang, Rafhan Desserts, Walls Cornetto, Supreme Tea, Aquafina and Mountain Dew. Within six month I was made the Branch Manager and operations under the entire region (central & southern Punjab) were directly my responsibility.
I joined x2o Communications and Technologies as a Business Development Executive and I landed Worldcall Group within a month of joining. I launched Daily Times, Worldcall Magic Multimedia (cable network), Worldcall Wireless, Telemasti and Pace MM Alam Road. After 6 months I was made the Account Manager and I worked on accounts like Nurpur Milk, Tricon Developers, Ministry of Population, Faisalabad Industrial Estate, Shalimar Hospital & SNGPL