C*****i

Lead comprehensive marketing and corporate affairs strategies across CIB, WRB, and Islamic Banking businesses. Key Achievements: Launched multiple client-centric marketing and brand campaigns aimed at enhancing the customer value proposition for Affluent and Personal segments, resulting in increased brand awareness and consideration. Orchestrated high profile and impactful client engagement events, signing ceremonies, and market outlook sessions across WRB and CIB businesses. Championed the Women-In-Tech initiative, earning accolades like the Silver Effie Award and Best Accelerator Program. Partnered with HR and ConnectHear to organize Pakistan’s largest career fair for differently-abled job seekers, receiving the CEO Excellence Award. 4000 people attended Spearheaded the Saadiq SimplyCash Credit Card campaign, generating over 10,000 leads through targeted digital efforts. Rolled out the Global Shariah Majlis in Pakistan, enhancing awareness of the bank's Islamic banking offerings. Executed community impact strategies under the Futuremakers program, addressing inequality and fostering youth empowerment.

Spearheaded brand and marketing strategies for WRB, CIB, and Islamic Banking business. Directed the Brand & Marketing Management Group, delivering integrated marketing plans and a robust online presence. Optimized digital sales funnels, reducing credit card and personal loan CPA by approx.10-15%. Key Achievements: Launched Pakistan’s first biometric-enabled SC Mobile App campaign, enhancing client onboarding. Spearheaded the digital signage strategy for Pakistan’s first digital branch, enhancing brand engagement through digital acquisition and service, while also launched Pakistan’s first SC Mobile cinema video ad, earning industry recognition and driving significant engagement. Awarded “Silver Award- 47th Media and Interactive Design Award” from Creative International, USA for Pakistan’s first cinema etiquette ad creating awareness about SC Mobile (formerly Breeze App) functionalities, achieving significant recognition and engagement. Designed and implemented a digital content strategy, including journey tutorials, to enhance client engagement and boost app usage, successfully achieving 90% channel migration targets. Successfully launched the Emirates-SCB Visa co-brand card, featuring a unique T&E proposition that significantly enhanced Credit Card value proposition.

Planned and executed targeted marketing campaigns to enhance brand awareness, client retention, and cross sell opportunities. Key Achievements: Launched Breeze Mobile Banking, achieving 20% of the annual channel migration target within one month. Generated USD 50K in free media coverage through strategic PR initiatives.

Defined and implemented brand strategy and standards across South Asia, Africa, and the Middle East. Supported markets with strategic planning, governance, sponsorships, PR, CSR, and digital marketing strategies. Key Achievements: Led the multi-market Credit Card campaign leveraging the bank’s sponsorship of “The Amazing Race Asia” (AXN’s award-winning reality show), driving unaided brand recall and increasing card member spend by 20-25% across participating markets. Rebranded and launched Standard Chartered Saadiq, driving incremental revenue growth. Led the brand and product integration strategy and implementation plan at both country and group level, successfully executing the bank’s M&A strategy. Developed a Brand Consistency Tracking and Scorecard system. Created a Marketing Council to foster cross-border collaboration.

Spearheaded post-merger integration strategies following the Union Bank acquisition, ensuring seamless brand and product alignment.

Launched innovative campaigns reinforcing Citibank’s brand positioning and values. Supervised corporate communication activities, including media relations, CSR initiatives, internal communications, and change management.

Key Achievements: Pioneered the Travel Desk initiative, boosting cardmember spend in the Travel & Entertainment category by 20%.