Apr 2024 – Mar 2025 · 11 mos · Saudi Arabia

• Built and launched the Sanabil Accelerator by Orbit, an early-stage startup development and investment program in partnership with PIF’s Sanabil Investments.

Aug 2023 – Apr 2024 · 8 mos · Remote

• Early-stage investments in South Asia

Aug 2023 – Apr 2024 · 8 mos · Remote

• Enabled multiple growth levers; exited to YC-backed fintech Elphinstone

Jul 2022 – Jul 2023 · 1 yr · Karāchi, Sindh, Pakistan

• Appointed as advisor on digitalization for Sindh Gov’s SME Effectiveness Strategy, in partnership with the International Trade Centre

May 2022 – Jul 2023 · 1 yr 2 mos · Karāchi, Sindh, Pakistan

• Senior management role in corporate development and communications; company spokesperson
• ⭐️ Built strategic partnerships with banks and fintechs, enabling 10,000+ disbursements of supply chain financing worth $1,000,000s to unbanked MSMEs
• ⭐️ Improved government relations and lobbied for policy reforms, winning awards from Governor of Punjab and Federal Minister of Science & Technology

May 2021 – May 2022 · 1 yr · Karāchi, Sindh, Pakistan

• Solved for brand, communications, investor relations, fintech, and partnerships

Aug 2021 – Apr 2022 · 8 mos

• Customer development, business strategy, branding & design

Dec 2020 – May 2021 · 5 mos · Karāchi, Sindh, Pakistan

• Strategic advisory on best practices for brand and performance marketing
• Collaborated with cross-functional teams at ByteDance

May 2020 – Dec 2020 · 7 mos

• Led Empact’s expansion into the GCC region.

Dec 2018 – May 2020 · 1 yr 5 mos

• Strategy, sales, and project management for:
• Experiential, shopper, e-commerce, and influencer marketing services
• + Strategic partnerships, MarTech specialist, advisor to CEO on angel investments
• Key clients: Unilever (Beauty & Personal Care, Home Care, Foods & Refreshments) and Shell (Lubricants, Fuels)
• 🌟 Led a tiered influencer campaign for the biggest ice cream launch of 2020, resulting in a CPV 52% below industry average
• 🌟 Launched Unilever’s first digital shopper marketing campaigns during COVID-19, intercepting customers without any physical human contact
• 🌟 Spearheaded Pakistan’s largest influencer campaign with 1,000 creators for Sunsilk, reaching 45% of Pakistan’s entire Instagram user base

Feb 2018 – Dec 2018 · 10 mos · Karāchi, Sindh, Pakistan

• Head of account management for 22 clients on retainer at an independent digital agency
• Business lead on strategy, content QC, video production, digital operations, partnerships, PR, and digital media
• Managed a cross-functional team of 8 direct reports
• Optimized USD 6-figure budget across social, display, search, mobile, native, and influencer marketing
• Key clients: Ferrero, flydubai, Domino's Pizza, Martin Dow, Shan Foods, ICI Pakistan, EdUSA & USEFP, Mobil
• 🌟 Achieved XXX% growth on key accounts
• 🌟 Averaged XX% increase in account profitability
• 🌟 Defined new business processes, improved resource allocation, introduced L&D initiatives

Feb 2016 – Feb 2018 · 2 yrs · Karachi/Lahore/Islamabad

• Independent consulting and contract jobs with startups, SMEs, and individuals on:
• Business planning and development
• Digital marketing
• Integrated marketing & PR
• Corporate and personal branding
• Assignments have included:
• Business strategy, UVP, market segmentation, pricing, sales planning, and digital marketing strategy for content production startup
• Personal branding strategy + social media playbook for an established corporate trainer
• Marketing strategy, sponsorships, and lead generation for entertainment production company
• Strategy & planning across in-store, digital, OOH, PR, CSR, content, and partnerships for fashion retail company
• 360° launch strategy, franchise negotiation, and brand plans for FMCG startup
• Digital content for legal services startup in Lahore
• Media & client relations, social media marketing, event promotion tactics for Kuch Khaas, arts & community center in Islamabad
• PR, project management, vendor management, and all marketing communications for the first Music Mela Conference in Islamabad
• Business development and social media strategy for design studio in Karachi
• Lead generation strategy for IT services firm in Lahore
• Facebook privacy & security training at Cyber Secure Pakistan conference in Islamabad
• Freelance event host / MC

Jan 2015 – Jan 2016 · 1 yr · Karāchi, Sindh, Pakistan

• Led the digital business unit, integrated digital strategy with core ATL business
• + Brand strategy and key account management
• Key clients: Pakistan International Airlines, Hilal Foods, Cybernet
• 🌟 Closed $60,000 digital retainer with PIA
• 🌟 Set up a digital SBU from scratch complete with UVP, corporate identity, service structure, sales plan, pricing, organizational structure, business processes, and KPIs

Jan 2015 – Jan 2015 · 0 mo · Karāchi, Sindh, Pakistan

• Strategy, content, analytics, and account management for an independent digital agency
• Experimented with influencers on Twitter for the first time!
• Key clients: Engro, Unilever, Bank Al Falah, Young’s Food
• 🌟 45% increase in engagement rate for Young’s

Jan 2012 – Jan 2013 · 1 yr · Karāchi, Sindh, Pakistan

• News writer, copy editor, digital manager for a national newspaper
• Tribune.com.pk is one of the most-visited websites in the country with a combined million+ followers on social media
• 🌟 Interim shift in-charge: trained new hires on editorial policy, SEO, news writing

Jan 2012 – Jan 2012 · 0 mo · Karāchi, Sindh, Pakistan

• Junior exec at startup consulting firm
• Digital marketing strategy, content, business planning, account management, and business development for U.S.-based startups and SMEs
• + Lean Startup consultant
• 🌟 Developed and sold expansion strategy on a $5M client account

Jan 2011 – Jan 2012 · 1 yr · Houston, Texas, United States

• Canvasser and administrative assistant for city representative’s election campaign