Overview
Work History
Education
Skills
Timeline
Generic

Iman Ashraf

Islamabad

Overview

8
8
years of professional experience

Work History

Manager Growth Marketing & Performance Analytics

EasyPaisa - Telenor Microfinance Bank
11.2023 - Current


  • Working on user acquisition through paid, organic, earned media, brand partnerships etc.
  • Consulting product owners for driving growth/engagement through digital resulting in increased product revenue.
  • Conducted detailed analysis regarding platform specific strategies, targeting/re-marketing, communication & finding the best budget mix; resulting in reduced costs for both awareness & acquisition campaigns.
  • Increased play store organic traffic & installs through regular optimizations.
  • Tapped into revenue streams for easypaisa through brand partnerships of app monetization, cross promotions etc. Executed successful campaigns with Unilever, Daraz & Tapmad.
  • Worked on complete IMC of savings campaign resulting in more than 50% increase in deposits.
  • Achieved highest TikTok industry lift for a social campaign.
  • Increased team productivity by implementing streamlined processes and effective communication strategies.

Senior Executive Digital Marketing

Telenor
01.2022 - 10.2023


  • Worked on planning, optimizing & sharing post campaign analysis of digital marketing paid campaigns across platforms (Google Display, YouTube, Facebook, TikTok, Twitter etc.) including Google Search (Search Engine Optimization etc.) & Universal App Campaigns.
  • Initiated app monetization through Google AdMob & other cross brand partnerships for My Telenor App being the industry first app to be monetized & bringing in revenue.
  • Strategized growth initiatives for Telenor Pakistan’s social media platforms & kept regular track of platform health.
  • Worked on website changes as well on ad hoc basis.
  • Conducted regular sentiment analysis through social listening tools for gauging audience insights resulting in timely communication roll out during crisis.
  • Internal (B2C, Segments, Brands, B2B etc.) & external (platform POCs, creative & media agencies) stakeholder management.

Influencer, PR & Digital Marketing - Freelance

Green Entertainment
12.2022 - 03.2023
  • Increased brand awareness by developing and executing effective end to end influencer marketing campaigns across platforms.

Senior Media Planner

Brainchild Communications (Starcom & Mediavest)
08.2019 - 12.2021
  • Worked on integrated marketing communications planning & execution for multiple brands like Zong, Toyota, Careem, Dubai Islamic Bank, PEL, Dawlance, CanOlive, Government of Pakistan etc.
  • Optimized campaigns by using research and data to determine effective communication strategies within the allocated budget.
  • Planned & executed digital (Facebook, Google, Twitter, Instagram etc.) campaigns for multiple brands resulting in over delivery of planned KPIs by more than 200%.
  • Shared regular post campaign analysis/recommendations (Digital, TV) & competitor alerts with partner brands.
  • Regularly collaborated with Internal and external stakeholders, brands, creative agencies, media channels etc.
  • Mentored junior team members on best practices in media planning and strategy development.
  • Regularly participated in pitch presentations resulting in more than 80% winning rate.

HR Intern

Telenor
07.2018 - 10.2018
  • Enhanced employee satisfaction by assisting with the implementation of new HR policies and procedures.
  • Planned a visit to Telenor for university students as an employer branding initiative
  • Worked on communication content for different employee development initiatives
  • Conducted an external survey for inclusion (diversity) program
  • Assisted in analyzing company wide data of an internal survey

HR Intern

PTCL
06.2017 - 08.2017
  • Implemented PTCL HR Pit Stop for employee engagement.
  • Worked on the CSR initiative ‘Box of Happiness’ in which gift boxes were delivered to different orphanages.
  • Conducted employee interviews for engagement program.
  • Completed the Razakar Database for smooth operations.

Intern

GTC Olayan
06.2016 - 07.2016
  • Enhanced intern productivity by assisting with project coordination and providing ongoing support.
  • Suggested cross promotion ideas for weekend sales in grocery stores.
  • Learnt day to day operations of different departments.

Education

BBA - Marketing

National University of Sciences & Technology
Islamabad, Pakistan
06.2018

High School -

Pakistan International School
Riyadh, Saudi Arabia
06.2013

Skills

  • Strategic Planning
  • Digital Marketing
  • Google/Meta/TikTok Ads
  • Microsoft
  • SQL
  • Cross-Functional Teamwork
  • Project Management
  • Team Leading
  • Partnerships

Timeline

Manager Growth Marketing & Performance Analytics

EasyPaisa - Telenor Microfinance Bank
11.2023 - Current

Influencer, PR & Digital Marketing - Freelance

Green Entertainment
12.2022 - 03.2023

Senior Executive Digital Marketing

Telenor
01.2022 - 10.2023

Senior Media Planner

Brainchild Communications (Starcom & Mediavest)
08.2019 - 12.2021

HR Intern

Telenor
07.2018 - 10.2018

HR Intern

PTCL
06.2017 - 08.2017

Intern

GTC Olayan
06.2016 - 07.2016

BBA - Marketing

National University of Sciences & Technology

High School -

Pakistan International School

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Iman Ashraf