Design and communication leader with extensive global experience in concept development, brand narrative, project management and execution across platforms and channels. Have led end-to-end projects from evolution to reality in multiple industries.
EXPERIENCE
SENIOR STRATEGIST/CREATIVE DIRECTOR| 2007- Present
I work with clients from across the world, providing solution to their brand and marketing needs, offering full service consultations and implementations on design and planning their promotional needs.
Print: Brand identity, marketing material, advertisements, proposals, portfolios
Digital: Websites, social media collaterals, emails, videos, content strategy and on promotional events
User journey: Web architecture and structure, instructions and flow charts.
User profile: Target audience persona for social media following and brand traction.
GETZ PHARMA | June ’20- March ’22
Digital Communications (including Web, Email, SEO, SEM and Social Media): Utilized my understanding of customer behavior, design, market trends, and cutting-edge methodologies to create exceptional pertinent and brand building content. This included starting a web series of talks between local and international medical community, choreographing videos aimed at building brand image with the participation of employees from across borders, and short commemorative docuseries highlighting work done by the people in the medical field especially during the pandemic.
Built department team structure with a team of 8 including two specially-abled members, and four women. Led and mentored the team to developed content, design strategy, execution and monitoring for all corporate social media platforms
Delivered COVID customer engagement strategy and content for stakeholders and consumers which led to a 300% increase in platform audience engagement and built a higher opinion of the company's brand
Collaborated to create a platform for inter departmental exchange of ideas for teams to engage across departments and regions, using mapping tools to enable best user experience.
Executive and Employee Communications: Engaged employees with interesting and informative email communication, showcasing employee stories and achievements across departments and regions and highlighting efforts and achievements. Wrote CEO message to company on achieving milestones. Curated outward and inward communication.
Developed print, video and digital guidelines for the corporate brand and product branding. Disseminated the information by conducting training sessions with different teams on how to use the guidelines
Responsible for leading communication with and branding of CSR alliances such as Karachi Literature Festival and Rabies Free Pakistan
Liaised with press members, media and associations for all external communications from the corporate platform of the company.
Managed 8-person team including creative services, 3 ad agencies and Rs.100M budget.
Launched new company division of nutraceutical products. Audited marketing material regularly for corporate brand alliance.
Trained team members regarding design & content development, and communication skills.
LAUCH OF NATIONAL RECOGNITION AWARDS IN ARTS, ARCHITECTURE & DESIGN | March ’18 - March’20
Launched the first Pakistani awards in the field of architecture, design and art. Developed brand persona, designed logo, built guidelines, brand and marketing strategy (web, digital, print, collaterals). Used my network of friends, colleagues and foreign and local connections to deliver a successful launch of this national endeavor.
Led external facing communication (digital and print).
PR and communications with agencies and media.
Made key alliances with sponsors, media partners, foreign consulates and Pakistan Foreign Offices overseas for the execution of the show.
Invited the President of Pakistan to inaugurate the first show and got an acceptance. Held the event at the prestigious Sindh Governor House, Karachi whereby all dignitaries and media were invited to attend and cover the event via TV and social media.
Developed the awards program: criteria, guidelines, submission; monitored submissions and jury sessions to ensure judging was fair and accurate.
Invited and secured an international jury panel along with the design chair and led their hospitality.
RETAIL EXPERIENCE |KHAADI CHAPTER 2 | December ’16-August ’17
Project management and lead visualizer: Installed Pakistan’s largest single projection display (850 sq. ft., 6 projectors) for Khaadi’s Chapter 2 store in Dolmen Mall, Karachi. Managed sourcing of projectors, technical support and installation on ground.
Visualized concept by building storyboards, animation guidelines, sourced talent. Produced and directed videos for display.
2007 -2017
Habitt- Marketing Manager
Art directed and designed summer and fall campaigns
Habib Education Trust- Alumni Coordinator
o Initiated contact with alumni with the help of social media and email marketing as well as in-person meetings
o Grew social media audience by 700%
o Managed and designed first Habib Women of Excellence Awards with notable alumni and society leaders present and participating
o Curated networking events for alumni
Jump Activation- Creative Head
o Led design briefs and pitches for multiple clients
o Led a team of 8 designers and animators. Digital/social media design and content
o Event planning and design
Pakistan Mineral Water Bottling Plant (Pvt.) Ltd.
Hands-on experience with executive, finance, procurement, supply chain, sales and marketing departments of beverage manufacturing company.
frogdesign | 2000-2002
User experience and User interface design: Worked with team on developing digital pathways, user journeys and target customer personas for Fortune 500 clients like Dell, Microsoft, Prodigy.
Developed extensive customer journey maps and user experience exercises.
Part of team that worked on web architecture (User Experience) and User Interface design for e-commerce websites like Dell, T-Mobile and Living.com.
EDUCATION
MBA, IBA | 1996
Associate Graphic Design, Art Institute of Houston | 2000
Surface Pattern Design | Lilla Rogers | 2015
Diploma Interior Design, IVS | 2023
User Journey Mapping, Udemy | 2023
User Centric Design, Udemy/LinkedIn | 2023
LINKS:
Social media, retail, documentary, employee branding, brand history
Getz Pharma New Year Song recorded by employees: https://www.facebook.com/GetzPharmaInternational/videos/631504371521142
(Creative and Art Lead)
ADA Awards launch video: https://www.facebook.com/adapkdotcom/videos/1645042438951988
(Concept, Visual and Art Direction)
Video for retailers Khaadi- Chapter 2. A first of its kind 85 foot wide display projected by 6 projectors https://vimeo.com/254126263
(Project Lead +Art Direction and Production)
For Habib Girls’ School Golden Jubilee: https://www.facebook.com/watch/?v=619333198259543
(Content and Creative Lead)
Habib Girls’ School alumni documentary: https://www.dailymotion.com/video/x1uzdu0
(Content and production)