Lahore, Punjab, Pakistan
I work for BAT GBS in the Brand Marketing Function (through Systems Ltd.), supporting end-to-end FMCG packaging operations across multiple categories. My role involves cross-functional collaboration with Brand, LEX, Category, Supply Chain, Procurement, and global vendors, ensuring on-time and accurate artwork delivery. Experienced in SAP, Loftware and HIVE, I drive workflow management, the packaging development processes, and digital asset routing. Interested in brand marketing, execution excellence, and the consumer side of FMCG. Additionally, experienced in content creation, SEO and social media management. Long-term goal: brand management + international MBA + returning to Pakistan to lead in FMCG marketing.
• Led end-to-end packaging execution across multiple FMCG categories for SSA markets, managing delivery from brief initiation to final artwork release with a focus on accuracy, regulatory compliance, cost alignment, and on-time launch. • Owned SKU-level packaging governance, including new SKU creation, variant transitions, pack relocks, inner bundles, and regulatory-driven changes across multiple markets. • Created and governed EAN/GTIN master data, ensuring accuracy and seamless integration across SAP (ERP), artwork management systems, and supply chain workflows. • Managed cross-functional teams of 10+ stakeholders including Brand, NPI, Legal/Regulatory, Supply Chain, Procurement, and external agencies, streamlining packaging approvals and reducing average cycle time. • Adapted, released, and controlled packaging artworks within Loftware and enterprise artwork systems, ensuring correct data mapping, version control, production readiness, and compliance with global FMCG standards. • Built and maintained Power BI dashboards to track SKU progress, approval cycle times, execution risks, and operational performance, enabling data-driven decisions and continuous improvement in speed-to-market.
• Built and scaled a multi-platform digital brand across Spotify, Instagram, YouTube, and TikTok, owning strategy, execution, and performance tracking end to end. • Grew Instagram following from 0 to 1,350 in 6 weeks through targeted paid campaigns, achieving an average CPC of ~£0.20 and strong early engagement. • Planned and monitored release and growth campaigns using Google Analytics and platform insights, translating performance data into audience acquisition and retention strategies. • Analysed Spotify for Artists data to inform release positioning and cross-platform promotion, contributing to growth beyond 8,000+ monthly listeners with a single release. • Led creative and brand consistency by collaborating with external designers and creatives, aligning visuals, copy, and narrative across platforms. • Managed partnerships, music distribution, and community engagement, applying brand marketing, copywriting, and stakeholder management skills within tight timelines.
• Managed 10+ concurrent client accounts, improving turnaround times by ~20% through tighter coordination and clearer stakeholder communication. • Spearheaded business growth by drafting 15+ proposals, contracts, and pitch decks, working closely with leadership on pricing, positioning, and client conversion. • Planned and executed digital marketing campaigns for real estate projects; launched LinkedIn, Facebook, and Instagram pages and delivered 20 branded posts reaching 2,000+ accounts in the first month. • Leveraged SEMrush and Keyhole for keyword research, hashtag tracking, and social listening to optimise content strategy, improve reach, and inform campaign planning.
• Supported the planning and smooth execution of daily events and activities for international students as part of the university’s Global Campus programme • Acted as a welcoming point of contact for new students, fostering an inclusive and engaging environment across cultural and social initiatives • Helped manage event logistics, including setup, attendee coordination, and on-the-ground support during workshops, social mixers, and campus-wide campaigns • Collaborated with fellow ambassadors and university staff to promote events both on campus and via digital channels • Contributed ideas for new events and activities based on student feedback and participation trends • Strengthened cross-cultural communication skills by engaging with students from diverse backgrounds and ensuring their voices were reflected in programming
• Developed content planning for key social media platforms (Instagram, Facebook, Twitter), maintaining a consistent posting calendar aligned with university campaigns and events • Designed original, on-brand graphics and visual content using tools like Canva and Adobe suite to support engagement and storytelling. • Strategically optimized content based on platform trends, analytics, and user engagement, contributing to measurable growth in reach and follower count. • Monitored performance metrics and iterated content strategy to improve engagement rates among international student audiences. • Worked collaboratively with student teams and university departments to ensure messaging was inclusive, engaging, and reflective of campus diversity. • Balanced creative execution with data-driven decision-making to deliver impactful, audience-focused campaigns.