In this role, I am responsible for leading initiatives within our Digital Marketing department to research and develop strategies for:
a. Go-to-Market Plan: Developing comprehensive plans to introduce our products to the market effectively.
b. Market Positioning: Strategizing and implementing methods to establish a strong position for our products within the market landscape.
c. Play Store Presence: Ensuring our presence and visibility on the Play Store platform to maximize user engagement and downloads.
d. Content Creation for Onboarding Funnels: Crafting engaging content to facilitate user onboarding and enhance user experience.
e. Analytics Integration: Collaborating with the development team to integrate analytical tools such as Google Tag Manager to track and optimize conversion metrics in Google Ads.
f. Display Ads and Explainer Videos: Coordinating with the Creative department to produce compelling display ads and explainer videos that drive user engagement and conversions.
g. Management of Display and Video Ads: Overseeing the implementation and performance of display and video ad campaigns across various platforms.
h. Social Media and YouTube Presence: Strategizing and executing plans to establish and maintain a strong presence on social media platforms and YouTube to promote our app effectively.
i. Landing Screen Optimization: Optimizing landing screens on the app or website to maximize user retention and conversion rates.

Tasked with establishing content partnerships across a wide array of categories including Hotels, News, Entertainment, Music, Sports, Horoscope, Gaming, E-commerce, Travel, FinTech, Media, Education, and more. Responsible for driving growth campaigns for mobile app partners across diverse mobile property portfolios, overseeing APP Preload activities, and consistently monitoring performance utilizing app attribution and analytic tools.













Accountable for generating revenue and facilitating growth by identifying and leveraging strategic opportunities to bolster the company\'s leadership positions. Implement AD Monetization strategies effectively through Agency, Brands & Affiliates Networks across all brands.
Execute comprehensive promotions and digital campaigns on mobile properties to meet and exceed the company\'s revenue targets, ensuring the strategic alignment of these efforts with broader organizational goals.

As the lead for advertising and marketing campaigns at ZRK, I directed initiatives across digital and Above-the-Line (ATL) mediums, encompassing TV, radio, cable, print, and digital channels. Collaboration with agencies such as Synergy and Dentsu was integral to managing billing, procurement, planning, and execution of campaigns.
I facilitated seamless operations by coordinating with procurement teams to engage media agencies and tracking agencies, ensuring efficient processes and timely payments. Working closely with the trade team, I provided support and materials to ensure the smooth execution of campaigns. 
In addition, I spearheaded the development, production, review, and tracking of brand content, ensuring alignment with overarching marketing strategies. Oversight of website development, including sitemap and wireframe creation, content writing and assembly, testing, review, and launch, was also within my purview.
Managing digital media channels, including social media marketing (SMM), search engine marketing (SEM), conversion rate optimization, reputation management, mobile marketing, content marketing, affiliate marketing, digital brand strategy, optimization and automation, as well as measurement & analysis, was a key aspect of my role. 
Utilizing analytics, I drove informed campaign strategies, optimized performance, and provided data-driven insights for continuous improvement, ensuring the effectiveness of our marketing efforts.

Led Integrated Marketing Communication (IMC) and formulated comprehensive offline and online brand strategies along with marketing budgets for a prominent home appliances company. Managed an annual marketing budget of PKR 300M, reporting directly to the CEO. Primary responsibilities included brand ideation, budgeting, planning, and execution of major corporate brand campaigns.
ATL (Above the Line) Activities (TV, Radio, Cable, Print, Cinemas):

- Planned and executed media campaigns and strategies for 'Orient' on leading TV, radio, cable, and print platforms across Pakistan, focusing on enhancing value and efficiencies in GRPs, CPRPs, SOV, SOS, and CTS scores.
- Led the conceptualization, production, and editing of TV commercials (TVCs) for all brands/products, totaling PKR 20 million.
- Prepared media proposals, budgets, contracts, conducted analysis and presentations, and monitored brand performance.
- Managed relationships with international or local third-party creative, digital, media, BTL, and PR agencies.

Digital Marketing (SEO, SMM, PPC, SEM, GDN, WEB):

- Oversaw the development, production, review, and tracking of brand content.
- Implemented strategies for Social Media Marketing (SMM), Search Engine Marketing (SEM), Conversion Rate Optimization, Reputation Management, Mobile Marketing, Content Marketing, Affiliate Marketing, Digital Brand Strategy, Optimization and Automation, and Measurement & Analysis.

BTL (Below the Line) & Brand Activation:

- Responsible for Out-of-Home (OOH), BTL, trade visibility, and brand management.
- Executed strategy operations, trade visibility, and brand activations in Pakistan.
- Managed OMA's agency streaming, new site planning (Mega, Permanent & Temporary assets), renewals, and contract management.
- Annual budget planning for trade, BTL, and OOH across various mediums.
- Provided BTL support to all regions with number-oriented activities in urban and rural areas throughout the year (Fascias, shop-in-shop branding, wall chalk, AHS & regular POS splashing, Vans, Float drives).
- Collaborated closely with (OMA/BTL/TRADE) agencies for both planning and execution.

Served as ABM & responsible for all corporate and retail marketing, advertising, event planning/managing, outreach, and product and company and design initiatives. Reporting to General Manager Marcom. 
·       Managed PTCL events and collaborative events branding of NETFLIX, IFlIX , and Facebook @work
·       Have managed Television Commercial Shoots for different campaigns ( 16 Shoots)
·       Worked in coordination with creative agencies, Marketing Operations vendors and digital agencies to complete jobs in time.
·       Worked in close coordination with research, product and media teams for better execution and results of the marketing campaigns.
·       Responsible for Brand Activation, Brand Management and Positioning of New and Expand Executed Campaigns from Concept to Launch encompassing all touch-points - ATL/BTL/Digital for CharJi, EVO, Broadband, Landline, SmartTV.   
.         Established a brand image and maintained customer loyalty through marketing strategies and customer satisfaction. Carried out several promotional campaigns.
·         Consistently recognized and tasked to improve organizational effectiveness through developing advertisement strategies and promotional activities.
·         Accomplished key marketing activities that include advertising, promotional campaigns, and direct marketing initiatives.
·         Managed all IVR communication, marketing of corporate segment portfolio, customer-Update emails/messages from formulation of concept to recording of prompts and execution.
·        I was accountable for Brand Activation, Brand Management and Positioning of New and Existing products.
·         Planned and executed Campaigns from Concept to launch encompassing all touch-points - ATL/BTL/Digital.
·         Functioned in close coordination with creative agencies to complete jobs in time.
·         Supervised the market trends towards the needs of customers.
·         Delivered the right mix of marketing elements to create a need.

Functioned in close coordination with different departments for smooth process flows and improving current processes. Coordinated with Regional, Customer Care, Revenue and other teams for their day to day guidance. Product Support to Internal Customers. Identified potential strategic alliances. BB Customer up gradation to higher speed through various campaigns.
 ·         Delivered support to Line manager on day to day tasks relating to product. Contribution in development of new projects and their implementation after approval.
·         Kept abreast with current policies, procedures, products and up sell value added services offered by the company.
·         Swiftly responded to customer complaints, devised the CS policies and procedures in practice and spirit.
·         Surpassed and achieved on time product releases with support of various departments.
·         Actively engaged in marketing & promotional strategies with Marcom department.

Member of Executive Committee. Interviewed and selected team members. Outline an Action Plan (for team for the year and set the dates for the deadlines of the tasks outlined in team’s Action Plan. Understood the importance of delegation of work and actively delegate; responsible of an equal share of the workload. Maintained list of people that your team encounters. Served as liaison with my team’s Advisors.
 ·         Represented my team at executive committee meetings, especially in communicating any problems team may be having and disseminate any information from the executive committee meetings to team members.
·         Achieved team expenses and handled issues of team compensation in coordination with the Finance and Human Resources Manager.
·         Prepared weekly team meetings and attempted to include everyone if possible.