ADEELA HAYEE
Marketing Professional
Karachi
Summary
Experienced marketing and communications leader with 16+ years of diverse sector experience. Specializes in integrated brand-building, digital marketing, and strategic communications. Proven success in leading impactful campaigns, driving customer engagement, and aligning cross-functional teams with business objectives. Expertise in banking, trade marketing, product launches, and media relations, with a strong focus on ROI and market growth. Results-oriented marketing professional known for fostering team collaboration and consistently achieving business goals. Equipped with strong analytical skills and adaptability to changing market dynamics.
Overview
19
19
years of professional experience
2021
2021
years of post-secondary education
Work History
Head of Marketing & Corporate Communications
Bank Makramah Limited
10.2024 - Current
- Develop and lead integrated marketing and communications strategies to position Bank Makramah Limited as a leading, trusted Islamic bank, ensuring all initiatives align with the bank's Shariah-compliant values and brand identity
- Drive brand-building campaigns across digital, traditional media, and public relations channels, guiding the marketing and communications teams to enhance brand awareness, trust, and customer engagement
- Lead media relations and public relations efforts, managing relationships with key media outlets, influencers, and stakeholders to maintain a positive public image and amplify the bank's messages
- Oversee digital marketing and content creation, ensuring the team delivers impactful campaigns through SEO, social media, email marketing, and thought leadership content to engage both external audiences and internal stakeholders
- Manage internal communications to foster employee engagement, transparency, and alignment with the bank's mission, values, and strategic objectives
- Lead cross-functional collaboration between marketing, corporate communications, and product teams to ensure the seamless execution of campaigns, content, and messaging across all touch-points, while maximizing ROI
Brand Manager DEO & Agri (Product Brand and Category Management)
Pakistan State Oil Company
10.2024 - Current
- Managed a marketing budget exceeding PKR 250 million for the Diesel Engine Oil range, developing annual marketing plans focused on data-driven strategies and performance monitoring to ensure alignment with sales targets
- Leveraged analytics to optimize product positioning and promotional strategies, resulting in enhanced market penetration and brand visibility
- Identified a product line gap through customer demand analysis, leading to the successful launch of DEO MAX, Pakistan's first fully synthetic CK-4 graded oil, which achieved over 35 million views and 116 million impressions on social media
- Https://shorturl.at/Tn48j reflecting as an increase in BUMO (brand used most often) by 1% according to Brand Health Study 2023-24 over Caltex DELO and Shell RIMULA
- Spearheaded multiple B2B and corporate events in Karachi, Lahore, and Islamabad by engaging over 150 major corporates including PSO's existing and potential clients, boosting awareness and market reach for DEO MAX
- Https://shorturl.at/pIXCH
- Developed a 4-year strategic plan for Diesel Engine Oil and Agri range by analyzing market size, industry growth, and category potential, setting clear actions to increase market share in line with company objectives
- Activated over 100 truck addas nationwide, converting truckers to PSO DEO and achieving a 40% increase in annual revenues
- Https://shorturl.at/IQzAx
- Designed and implemented training manuals and programs for both external and internal sales teams to ensure successful product launches and campaign activations
- Produced departmental content for 'PSO Times,' the internal magazine circulated among employees and key stakeholders, aligning internal communication with brand growth objectives
Trade Marketing DEO & MCO (Lubricants & Chemicals)
Pakistan State Oil Company
03.2015 - 10.2024
- Developed and executed data-driven trade marketing strategies that activated over 100 trade channels, resulting in a 15% increase in brand visibility and a 30% boost in sales through targeted initiatives such as Truck Adda Conversions, trade offers, and mechanic incentive programs
- Conducted market analysis and leveraged analytics tools to monitor industry trends and customer data, identifying growth opportunities that led to a 10 % increase in market share within Retail (forecourts) and high-street trade channels over a period of 6 months
- Worked cross-functionally with sales, marketing, product, and supply chain teams to ensure trade marketing initiatives were analytically aligned with broader business objectives, integrating data insights into collaborative efforts to maximize market impact leading to 10% reduction in time-to-market for trade initiatives and 12 % improvement in cross Channel performance
- Managed a trade marketing budget of PKR 200 million, optimizing allocation through rigorous analysis of campaign performance data, which resulted in a 35% increase in ROI and an overall 18% growth in revenue from lubricant trade channels recorded for FY 23-24
Head of Marketing & Corporate Communications, IS & Distribution
Primus Investment Management Limited
09.2014 - 03.2015
- Company Overview: (wholly owned subsidiary of Pak Brunei Investment Limited)
- Planning and implementing the launch of PIML-Value Equity Funds
- Developed a new product with the title 'Primus- Ala Taleem' a fund with minimum monthly saving for higher education
- Managing and aligning three portfolios of Marketing& Communications, Investor Services & Distribution
- (wholly owned subsidiary of Pak Brunei Investment Limited)
Assistant Manager Trade Marketing (Lubricants & Chemicals)
Pakistan State Oil Company
08.2012 - 03.2015
- Launched new product lines (Carient & Blaze 4T) with a focus on merchandising and trade promotions across multiple divisions
- Initiated branding for high-street shops, enhancing market presence through strategic brand visibility projects
- Launched FOC trade promotion campaign for DEO 8000 & DEO 6000 (diesel engine oil) across the country divided in 14 divisions
- Responsible for Capital Budget projects on first ever state of the Art Truck Wash Facility to be developed on Zulfiqarabad Terminal located at Port Qasim, Karachi Pakistan
Manager Corporate Sales
KASB Funds Limited
04.2013 - 08.2014
- Developing and implementing plans for business growth in the country
- Recruiting the team in Lahore and Islamabad and conducting trainings for company expansion
- Ensuring investments and improving corporate sales creating a footprint in the market
Corporate Relationship Manager
Wateen Telecom
08.2011 - 07.2012
- Maintain high levels of customer service, issue resolution, and service satisfaction
- Enforcement and management of SLAs
- Facilitate deployment of various products at customer premises
Assistant Brand Manager (Brand Management)
Pakistan State Oil Company
08.2010 - 08.2011
- Launched 360 Degree campaign for new reloadable fuel card called 'Digicash', from the name, understanding and communicating product mechanism and brand persona for a successful product launch campaign
- Successfully managed activations during events such as Soul Festival 2019, Green Fest 2018, CMO Conference, Karachi Down Syndrome Program (KDSP) Awareness and fund-raising Festival etc
- Launch of superior quality fuel Altron premier and Altron X including development of name, concept, and creative artwork in 2017-18
Product Manager Asset X-Sell and Micro Marketing
Citi Bank N.A.
09.2005 - 03.2009
- Initiated 'Citi Caltex Week' conducted in branches across Pakistan
- Involved in the relaunch of Citigold-Priority Banking as an 'Assistant Product Manager- Citigold' by successfully conducting 'CITIGOLD - LUX STYLE AWARDS 'ceremony in June 2007
- Devising cross-functional processes for Citibank Credit Cards, Personal Loan, and Mortgages 2007- 2008
- Revolutionized Pakistani Banking by launched BANCA and Wealth Management for the first time in Pakistan
- Responsible for training and development of sales teams regarding new product launches
Customer Relationship Manager
Citi Bank N.A.
09.2005 - 03.2009
- Marketing Consumer Banking products and services and support the growth of Preferred Banking Portfolio (liabilities/assets)
- Cross sell Wealth Management, Banc Insurance to gain growth of domestic market share and increase profitability
- Awarded with a 'Certificate of Achievement' for my services in the short span of time
Education
Masters of Business Administration -
Skills
Creative direction
Customer segmentation
Mobile marketing
Product marketing
Agency management
Advertising campaigns
Influencer partnerships
Strategic marketing
Marketing plan development
Social media engagement
Campaign planning
Event planning
Training
- Diploma in Digital Marketing and E-Commerce, 2023
- Consumer Credit Course-Citibank, 06/01/08
- Introduction to Financial Derivatives -Institute of Bankers Pakistan, 09/01/07
- Certification on Leadership training Learning Minds, 04/01/19
Timeline
Head of Marketing & Corporate Communications - Bank Makramah Limited
10.2024 - Current
Brand Manager DEO & Agri (Product Brand and Category Management) - Pakistan State Oil Company
10.2024 - Current
Trade Marketing DEO & MCO (Lubricants & Chemicals) - Pakistan State Oil Company
03.2015 - 10.2024
Head of Marketing & Corporate Communications, IS & Distribution - Primus Investment Management Limited
09.2014 - 03.2015
Manager Corporate Sales - KASB Funds Limited
04.2013 - 08.2014
Assistant Manager Trade Marketing (Lubricants & Chemicals) - Pakistan State Oil Company
08.2012 - 03.2015
Corporate Relationship Manager - Wateen Telecom
08.2011 - 07.2012
Assistant Brand Manager (Brand Management) - Pakistan State Oil Company
08.2010 - 08.2011
Product Manager Asset X-Sell and Micro Marketing - Citi Bank N.A.
09.2005 - 03.2009
Customer Relationship Manager - Citi Bank N.A.
09.2005 - 03.2009
Institute of Business Management (IOBM) - Masters of Business Administration,