Wajiha Arshad

Experience

• 

  Brainwave Solutions

  Jun 2010 - Jun 2011

  Freelance writer

  Worked as a free-lance writer in 2010. It taught me how to meet dead-lines and manage a number of projects simultaneously. It also improved my writing skills in terms of content creation and marketing.

• 

  Al Baraka Bank (Pakistan) Limited

  Jan 2013 - Jan 2013

  Marketing Intern

  • Interned in Marketing Department and worked on promotional campaigns• Gave ideas and presentations for strategies regarding their products

• 

  Boom Group Pakistan

  Aug 2013 - Oct 2013

  Marketing Trainee

  Worked as a Marketing trainee and was responsible for marketing tasks like lead generations, content creation, ideation and creating strategy for complete sales pitch for cleaning products

• 

  National Foods Ltd. Pakistan

  Jul 2014 - Aug 2014

  Marketing Intern

  •Compiled, analysed and presented sales data for all categories of National Food Products, from all over Pakistan•Presented my ideas on how to boost social media reach of National Foods. Many of these were approved and implemented.•Conducted a research and sales visit to 40 Kiryana stores which focused on the packaging of the National Food products in comparison to the competitor products.

• 

  MullenLowe Group

  May 2016 - Jul 2016

  Intern

  Created brand strategies for Knorr, Rafhan, Sunsilk, Fair & Lovely etc.Conducted primary and secondary research on ‘Woman Empowerment’ for Nesvita, that was later used to create campaign strategy for the same.

• 

  HBL - Habib Bank Limited

  Jul 2016 - Oct 2020

  • Worked on ATL and BTL (TV, Print, OOH, PR and digital marketing) for HBLPSL 4 and 5 from ideation to execution to enable engagement, drive numbers and establish the association between HBL and PSL.. Led the Brand Health Tracker research in 2019 and 2020 to understand consumer insights and curate campaigns targeting pain points, as well as measuring brand equity scores and other aspects of the same.• Manage the HBL international portfolio which includes conventional, digital and on-ground brand management for 16+ countries• Initiated an organization wide campaign to increase employee awareness for better service quality in branches - Respect and Service Quality• Achieved brand relatability among masses through execution of annual marketing campaign on TV, Print and Digital – Million Dreams• Conducted brand equity and competition research to plan, co-ordinate, and manage marketing activities • Enhanced brand engagement using on-ground and digital/social platforms - 14th August Campaign • Initiated social listening researches to understand our digital audience and cater to their needs, using the Oracle platform • Planned and executed HR Campaign on Digital and On-ground aimed at positioning HBL as top employer; received 64% more applications than 2019- The League Management Trainee Program Show less • Ek Khwab ke Naam (Corporate and Digital Campaign): Assisted in managing campaign from ideation to execution, which included ‘Watan Ki Mitti’, that crossed 15 Mln video views on Facebook- the highest views on Facebook by any Pakistani• HBLPSL 3.0 (Corporate Campaign): Assisted in executing Title Sponsorship Campaign on Print, Digital, On-ground and TV aimed at creating brand visibility and enabling the cricketing dream of millions of Pakistanis • Prepare briefs for research, creative, media, activation etc. to help brand achieve KPIs for the year• Work with different agencies for campaign development including communication strategy, creative, media planning and media roll out• Periodic branch visits throughout Pakistan to gain a better understanding of the market, brand health and determine impact of own & competitor activities Show less

  • Brand Manager

    Mar 2018 - Oct 2020

  • Assistant Brand Manager

    Jul 2016 - Mar 2018
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  Shan Foods Private Limited

  Oct 2020 - Apr 2023

  • Senior ABM - International

    Jun 2021 - Apr 2023

  • Assistant Brand Manager - International

    Oct 2020 - Jun 2021
• 

  Philip Morris International

  Apr 2023 - now

  Brand Manager - Smoke Free Portfolio