Work Experience

Teesside University
Middlesbrough, UK
Sept 2020-Jan 2021

Communications Coordinator
Created social media content for the Department of Academic Enterprise for different remits including Fusion Hive and the National Horizons Centre
•Designed templates for social media posts on Twitter and LinkedIn for 3 different remits for future use
•Created and maintained content calendars for social media platforms
(An AliBaba Company)

Karachi, Pakistan
Oct 2017- July 2019

Creative Head
Strategically and creatively lead and implemented campaigns and communication on all social media accounts. This included Black Friday and 11.11 campaign for 5 countries in which Daraz operates (Bangladesh, Sri Lanka, Myanmar, Nepal and Pakistan)

• Lead the creative ideation and execution for the relaunch of the new Daraz app and the 11.11 Sale across 5 countries
• Managed PR to help recuperate the reputation of Daraz to establish it as a user centric homegrown Pakistani brand
• Educated users through social media and offline channels regarding new features of the Daraz app
• Lead a campaign to migrate users from a cash on delivery payment system to online payment methods
• Responsible for creation and management of content calendars, monthly reports and yearly content strategy including 11.11 and Black Friday Sale Campaigns
• Created Pakistan’s first Playable ad. Click here for the case study.
• Produced and appeared in regular content on Daraz social channels

Ogilvy Advertising
(Soho Square)

Karachi, Pakistan
Mar 2016 – Oct 2017

Creative Manager
Created 360-degree holistic campaign and brand communications for leading
FMCG brands including Oye Hoye, Peek Freans (Peanut Pik & Pista, Chocolicious, Wheat, Butter Puff) Tapal (Tezdum, Green Tea, Family Mixture), Capri, Cornetto (Cupidity & Pop Rock), and Knorr Soups.

• Lead the rebranding project and an international shoot for leading Pakistani FMCG brand; Chocolicious
• Created Unilever’s annual nationwide campaign for Knorr soups to establish a seasonal consumption occasion in a country where winter isn’t that cold
• Created and presented pitch presentations, creatives and artworks working in close collaboration with Creative Director for the acquisition of Telenor resulting in the opening of a new Ogilvy Islamabad branch

Synergy Dentsu Advertising
Karachi, Pakistan
Jan 2015 – Mar 2016

Associate Creative Manager
Developed concept, copy and 360-degree campaigns for clients including Yamaha, NBP, Engro Polymer & Chemicals, Philip Morris, J. Junaid Jamshed Almirah and Al Meezan Bank and Investments, Al Baraka, Summit Bank

• Launched Yamaha bikes in Pakistan for the first time on online and offline channels with a celebrity brand ambassador
• Created campaigns for Philip Morris International to discourage use of non-regulation tobacco

Academic Qualifications

Teesside University (2019)
Middlesbrough, UK
Iqra University (2014)
Karachi, Pakistan
Karachi University (2010)
Karachi, Pakistan
PECHS College (2008)
Karachi, Pakistan
Beaconhouse School System (2006)
Karachi, Pakistan

MA Digital Media and Communications

Masters in Advertising

Bachelors in Commerce

Intermediate – Higher Secondary Certificate



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