ANUSHA SYED

Key Projects & Achievements:

• Led and strategized a business recovery plan that drove a PKR 1.4 Bn recovery within two months, improving the payment ratio by 70% and achieving a 74% retention rate in scheme, strengthening financial sustainability
• Leading the launch of power sector's First-ever AI chatbot to enhance customer experience and boost digital interactions to 1.5 Mn for improved self-service efficiency
• Leading digital transformation efforts, increasing app active user base by 84%, driving E-bill conversions to 0.5 million customers, and boosting overall digital interaction ratio to 79%.
• Spearheading a campaign on encroachment and power theft to drive a high-level government action to mitigate safety risks and reduce electrocutions through public awareness

Core Responsibility:

• Developing and managing yearly high-level marketing KPIs and strategic roadmaps to drive brand growth, optimize resource allocation, and maximize ROI, while overseeing CAPEX and budget planning for impactful campaign execution

Key Projects & Achievements:

• Relaunched the ‘Farq Parta Hai’ Energy Conservation Campaign, saving 510,655 customers from defaulting, reducing bills by PKR 1.63 Bn, and driving a PKR 439 Mn recovery impact all within a limited budget of PKR 7 Mn. Shortlisted for Effies 2025
• Won KE its FIRST-EVER Effie & Black Dragon’s Award for 'Khel Kood Aur Khayal' children’s safety campaign, impacting 500k children and reducing electrocution accidents by 47%.
• Led a digitalization campaign replacing 6.1 million SMS with notifications, with cost saving of 13.8 MN while increasing digital interaction ratio to 66% and improving digital payment ratio to 1:3 (60%)
• Spearheaded E-bill campaign, achieving a digital reach of 6 MN, 50K conversions in 2 months with cost saving of 3 Mn
• Spearheaded a high-level conference, engaging 8 key government and academic stakeholders, while launching digital dashboard to map 1,350+ encroachment sites for targeted action
• Developing and leading policy dialogue decks and events for high end stakeholders like Ministers, chairman, PM, board members & investors on yearly basis. Engaged over 50+ stakeholders in FY24 alone

Core Responsibility

• Developing and executing 360° marketing strategies, including crisis communications, content roadmaps, and go-to-market plans to drive brand growth and engagement. Overseeing customer journey communications across physical and digital platforms, maintaining a 93% CSAT score. Leading post-campaign analysis to enhance brand lift, customer sentiment, and survey results. Devising and implementing annual brand KPIs, driving a 15% increase in brand awareness through strategic execution

Key Projects & Achievements:

• Managed 20+ strategic collaborations, resulting in a 30% increase in partnership-driven initiatives.
• Drove KE's First Ever Digital Campaign ‘Farq Parta Hai’ with reach of 14 Mn, highest reach of any KE campaign till date
• Led Power theft campaign ‘Khelo Shaan Se’, bringing 900+ children from slums on-board to encourage athletics. The Campaign had number 1 trending hashtag on twitter in Pakistan for 24 hours
• Lead Multi-Year Tariff 2022 Comms, driving meaningful dialogue with high-profile stakeholders, journalists and policymakers. Leading to NEPRA’s approval of tariff petition
• Developed and executed Recovery campaign, resulting 3bln+ in recovery (highest in last 5 years)

Core Responsibility:

• Managing strategic brand initiatives, partnerships, and multi-channel campaigns to drive customer engagement and business growth. Led stakeholder communications, brand activations, and performance tracking to optimize marketing effectiveness

Key Projects & Achievements:

• Spearheaded an ATL & BTL campaign for Dalda, improving TOM awareness by 60% and boosting sales volume by 15%.
• Developed a performance-driven digital strategy for Berocca, leading to a 12% increase in market sales within 6 months.
• Stratgeized the collaboration between Fine Hygiene Holding and Quetta Gladiators during PSL. Driving the launch of Fine in Pakistan an impactful entry.
• Successfully led new business pitches, securing 4 out of 5 major brand accounts for the agency.
• Client Portfolio: Dalda, Tullo, Fine Hygiene Holding, Cow & Gate, HBL, Coke Studio, Berocca, ICI.

Core Responsibilities:

• Led brand positioning and go-to-market strategies for major FMCG brands, driving market penetration and sales growth.

Key Projects & Achievements:

• Led ATL & BTL campaigns for Polly and Maza Juice, driving sales growth in Sindh.
• Launched a new product line of cereal brand for Dashi Foods. Overseeing its overall creative and execution plan.
• Client Portfolio: Popular Group of Industries, Fauji Foods, Dashi Foods, Del Frio, Cocochan.

Core Responsibility:

• Manage branding, creative storytelling, and content strategy for brands while collaborating with creative team to develop and pitch innovative, research-driven campaigns.

• Campaign development, script, creative copy writing and acquiring new clientele