Summary
Overview
Work History
Education
Skills
INTERNSHIPS
Certification
Timeline
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Aliza Laghari

Karachi

Summary

Experienced Marketing and Media Professional with 2+ years of expertise in developing and executing multi-channel strategies for a diverse portfolio, notably Unilever's TRESemmé, Dove, Lifebuoy, Sunsilk, and Clear, as well as Retailo. Focused on delivering measurable results and enhancing brand presence.

Overview

2
2
years of professional experience
1
1
Certification

Work History

Media Planner

Mindshare Unilever - GroupM
05.2025 - Current
  • Media Planning & Execution: Orchestrated media planning for 5 product launches, generating 500M+ impressions and 60% engagement rates through on-time campaign delivery.
  • Budget Management & Optimization: Managed annual media budgets of $100M - $150M, consistently achieving 8-12% cost savings via real-time campaign adjustments.
  • PR & Social Media Strategy: Led the strategic planning and execution of several impactful PR and social projects (e.g., CLEAR X PSL, TRESemmé AI, Sunsilk 'Dear Bestie', Lifebuoy 'Beti Parhao', Dove 'Wellness Roundtable'), securing $1.2M in earned media value.

Assistant Media Planner (Conventional and Digital)

Mindshare Unilever, GroupM
07.2024 - 04.2025
  • Media Budget Management & Efficiency: Managed monthly media budgets averaging $100M, optimizing spend to achieve a 20% reduction in cost-per-impression (CPM) while increasing overall campaign effectiveness.
  • Campaign Performance & Optimization: Analyzed campaign performance metrics and adjusted strategies accordingly, leading to a 15% improvement in click-through rates (CTR) and a 10% increase in return on ad spend (ROAS).
  • Brand PR & Influencer Engagement: Successfully executed multiple high-impact PR projects and influencer collaborations (e.g., Hum Style Awards, TRESemmé with Kubra Khan, Dove podcast with Sidra Iqbal, 'Girls Only' with Dananeer), securing 1.2M in earned media value.

Management Trainee

Mindshare Unilever, GroupM
12.2023 - 06.2024
  • Media Planning: Developed comprehensive media strategies aligned with client objectives and target audience demographics, generating 40% viewership.
  • Budgeting: Managed advertising budgets effectively, optimizing spending to achieve maximum reach and ROI.
  • Content Strategy: Collaborated closely with UL to understand their marketing goals, provide strategic recommendations, and present campaign performance reports.

Marketing Officer

Mnml Group
10.2023 - 12.2023
  • Social Media Management: Managed Social Media accounts, 20% increase in followers and 30% boost in overall engagement.
  • LinkedIn Marketing: Implemented lead generation strategies on LinkedIn, 40% increase in qualified leads.
  • Content Creation and Strategy: Created content calendars, utilizing business suit and Excel for strategy creation, insight analysis, 50%

Project Trainee

Habib Bank Limited
07.2023 - 10.2023
  • Cross-functional Efficiency: Contributed to closing deals with multiple departments, establishing a new talent segmentation stream and improving talent processes by 75%.
  • University Alliances: Collaborated on the IBA x HBL, facilitating 50 student engagement.
  • Event Management: Hosted 4 talent events at 4 different venues.
  • Cross-Department Collaboration: Partnered with marketing, producing LinkedIn and Instagram content pieces and achieving 30% growth in engagement.

Education

BBA -

SZABIST
06-2023

Skills

  • Business Research

  • SEO/SEM

  • Content Writing

  • Content Creation

  • Project Management

  • Public Relations

  • Media buying

  • Media strategy development

  • Content strategy

INTERNSHIPS

  • Grit.co - Jun 2023 — Jul 2023
  • Goodspace - Jun 2022 — Aug 2022

Certification

  • Google Analytics Certification (GA4)
  • Media Planning Professional - Meta Blueprint Certifications
  • Google Project Management Professional Certificate - Coursera
  • Content Marketing Certification - HubSpot Certifications

Timeline

Media Planner

Mindshare Unilever - GroupM
05.2025 - Current

Assistant Media Planner (Conventional and Digital)

Mindshare Unilever, GroupM
07.2024 - 04.2025

Management Trainee

Mindshare Unilever, GroupM
12.2023 - 06.2024

Marketing Officer

Mnml Group
10.2023 - 12.2023

Project Trainee

Habib Bank Limited
07.2023 - 10.2023

BBA -

SZABIST

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Aliza Laghari