Keezia Haseeb Latifi

Key Achievements

Admission Campaign for Prime Minister's Youth Skill Development Program:

• Led a 360-degree media campaign that resulted in a record-breaking 560,000 admissions. The campaign successfully utilized TV, print media, and digital platforms to maximize reach and engagement

Admission Campaign for SheFixes Program:

• Led a comprehensive media campaign for NAVTTC's SheFixes program, effectively leveraging TV, print, and digital ads to raise awareness and drive participation

Admission Campaign for Summer of Code Program:

• Led a targeted media campaign for NAVTTC's Summer of Code program, employing TV, print, and digital advertisements to promote coding skills among youth

Event Organization and Branding for National TVET Policy Dialogue:

• Organized and executed the National TVET Policy Dialogue, a pivotal event that facilitated the development of Pakistan's National Skills Strategy, aligning stakeholders and setting a strategic direction for technical and vocational education

Curriculum Review and Revision:

• Conducted a review and revision of the curriculum for Grade 8 Matric-Tech Media and Digital Studies, ensuring it meets modern educational standards and industry requirements

Transit Marketing Campaign in Islamabad:

• Led an innovative transit marketing campaign across Islamabad to enhance the perception of skill education and dismantle associated stigmas, fostering a positive image for vocational training

Presentations to Prime Minister and Special Investment Facilitation Committee:

• Prepared and delivered impactful presentations to the Prime Minister of Pakistan and the Special Investment Facilitation Committee, effectively communicating NAVTTC's initiatives and strategic objectives

Social Media Activation and Verification:

• Activated and consistently updated NAVTTC's social media channels, achieving verified status (blue ticks) for both Instagram and Facebook, thereby enhancing the commission's online credibility and reach

Assigned Responsibilities

• Develop, implement, and oversee a media and communications strategy that aligns with NAVTTC's goals and objectives
• Coordinate with the Chairperson and Executive Director to ensure cohesive messaging and promotion of NAVTTC's initiatives and programs
• Manage NAVTTC's digital platforms, including website, social media channels, and other online assets, ensuring timely and engaging content updates
• Create and manage content for various media channels, ensuring accuracy, relevance, and alignment with NAVTTC's brand and objectives
• Oversee the production of press releases, newsletters, reports, and other communication materials
• Develop and maintain relationships with media outlets, journalists, and influencers to ensure positive media coverage and effective dissemination of NAVTTC's messages
• Monitor media coverage and manage NAVTTC's public image, including crisis communication and handling media inquiries
• Lead and mentor the media and communications team, fostering a collaborative and high-performing work environment
• Organize and manage press conferences, media briefings, and public events
• Collaborate with internal departments to craft clear and compelling messages for various stakeholders, including government bodies, vocational institutions, and the general public
• Oversee the creation of marketing and promotional materials such as brochures, flyers, and multimedia presentations
• Conduct regular media training sessions for NAVTTC staff to improve their communication skills and media interactions
• Develop and manage the communications budget, ensuring cost-effective use of resources

Coordination

Press Information Department, Prime Minister's Office, Ministry of Federal Education and Professional Development, Prime Minister's Youth Program, The Deutsche Gesellschaft für Internationale Zusammenarbeit GmbH (GIZ), British Council

Key Achievements

Awareness Campaign for Women's Health Rights:

• Led the mass awareness campaign for the project “Women and Girls' Health Needs in Pakistan are Addressed and Met During COVID-19 in Khyber Pakhtunkhwa Province,” funded by Global Affairs Canada (GAC). The campaign reached around 1 million people across the province

Healthcare and Nutrition in Emergencies Awareness Campaign:

• Led the mass awareness campaign “Strengthening Healthcare Including Nutrition in Emergencies,” funded by European Civil Protection and Humanitarian Aid Operations (ECHO)

Publication of IRC's First Annual Report:

• Led the development of IRC's 2022 annual report, marking the first time IRC Pakistan published its annual report. It was well received by IRC headquarters.

Introduction of IRC's Quarterly Newsletter:

• Introduced IRC's Quarterly Newsletter called the “Rescue Times.” During my tenure at IRC, I published five volumes of the newsletter.

Assigned Responsibilities

• Developing internal and external strategies for communications and outreach, including design and implementation of project communications, advocacy and visibility strategy
• Supporting programs in designing and implementing awareness raising, advocacy, information, sensitisation and/other similar campaigns
• Ensuring country program's and project presence on global social media channels
• Facilitating quality reporting on project progress and results through effective communications and products, and facilitation of knowledge building and management
• Leading in the communications and reporting needs for stakeholder communication and projects
• Leading the development of relevant electronic and print products including press releases, case studies, blogposts, human-interest stories, photo stories, knowledge products, etc.)
• Liaising with print and electronic media and ensuring optimal representation of project-related information
• Maintaining connections with other stakeholders working in key priority areas
• Organizing events at National and Provincial level with maximum stakeholder engagement
• Preparing annual reports, quarterly newsletters, country profile, project sleek sheets and fact sheets
• Ensuring donor visibility and reporting requirements are met
• Designing and implementing communication campaigns and plans for the organization and its programs

Coordination

IRC's HQ Comms Team, IRC's Asia Region Comms Team, Vendors, News and media outlets

Key Achievements

Behaviour Change Campaign for Leave No Girl Behind:

• Supported communication activities and behavior change campaign for the project Teach and Educate Adolescent Girls with Community Help (TEACH), funded by the Foreign, Commonwealth and Development Office (FCDO)

Mass Awareness Campaign for COVID-19 Containment and Health System Strengthening:

• Supported communication activities for the project “Containing the Spread of COVID-19 and Strengthening Existing Capacities of the Health System in Pakistan,” funded by European Civil Protection and Humanitarian Aid Operations (ECHO)

Communications Campaign for Cash Assistance Communication for Vulnerable Populations:

• Supported communication activities for the project “Delivering Cash Assistance to Highly Vulnerable Populations in Pakistan - DCAP,” funded by the Foreign, Commonwealth and Development Office (FCDO)

Assigned Responsibilities

• Documenting overall progress, lessons learnt, and case studies
• Preparing donor briefs and supporting the development of advocacy briefs/material
• Supporting in the preparation of internal communication as requested by management - including updating country factsheets, producing a quarterly newsletter, etc.
• Supporting in developing donor-facing communication and coordination
• Supporting in designing and implementing information/awareness raising campaigns
• Preparing internal periodical reports for ongoing programs as and when requested
• Maintaining frequent and close coordination with all key program staff within the organization and externally with implementing partners, clusters, government authorities, and other NGOs
• Supporting programs in designing and implementing awareness raising, advocacy, information, sensitization, and other similar campaigns

Coordination

IRC's Field Offices, Vendors

Key Achievements

Content Strategy:

• Devised a comprehensive content strategy for the organization by closely coordinating with management, resulting in a cohesive and impactful content strategy that aligned with business goals

Alignment with Market Trends:

• Performed a thorough competitor analysis to ensure that the organization's media and communication channels stayed ahead of market trends, maintaining relevance and competitiveness in the industry.

Assigned Responsibilities

• Managing organization's content needs by working in close coordination with the management
• Interpreting consumer insights and analytics concerning content
• Ensuring that the organization's media and communication channels are in line with market trends
• Managing all aspects of content production and maintenance, including blogs, articles, onsite material, newsletters, images, and videos
• Liaising with freelancers and in-house content writers to ensure effective day-to- day operations

Coordination

UK Head Office, Management, Country Offices

Key Achievement

Expanded Blog Reach:

• The company's blog experienced significant growth in reach. Both readers and management appreciated my writing.

Assigned Responsibilities

Managing and maintaining the company's blog

• Coming up with ideas, writing and editing blogs as well as marketing and communication materials
• Interpreting consumer insights and analytics concerning content

Coordination

Marketing Team, Company's CEO

Key Achievements

Taking on Daily Dossier Writing:

• In recognition of my hard work, I was given the responsibility to write the daily dossier for my team, despite my initial position as Newswriter 1.

Assigned Responsibilities

• Composing news stories based on newspaper stories, press releases, and regulatory filings
• Writing genuine content by covering conference calls and conducting interviews with executives and analysts
• Aggregating stories for regular wrap features

Coordination

Global News Team

Final Report: Capacity building of WSSCM Management Staff

Drafted the final report titled: Capacity Building Of Middle Management And Field Staff (Management) - Water & Sanitation Services Company Mardan (WSSCM). This project was initiated as an independent report writer hired by Fincon Services Islamabad.

Grant Proposal: Countering Exploitation of Trafficked Victims

Prepared a comprehensive grant proposal - Countering Exploitation of Trafficked Victims through a Comprehensive Referral and Support Mechanism - in line with the TORs provided by UNODC. The project was initiated as an independent consultant for a Hyderabad-based NGO.

PMYSDP Final Evaluation Report

Created the Final Evaluation Report the Prime Minister's Youth Skill Development Program as an independent writer hired by Fincon Services Islamabad.

PMYSDP Skill Competition Report

Edited the said report for Fincon Services Islamabad.

PMYSDP Process Evaluation Report Batch II

Edited the report for Fincon Services Islamabad.

PMYSDP Impact Assessment Report Batch II

Edited the report for Fincon Services Islamabad.

PMYSDP IMPACT ASSESSMENT REPORT BATCH 1

Edited the report for Fincon Services Islamabad.

Women’s Voice and Leadership Co-Creation Workshop Report – OXFAM

Developed the report as an independent consultant for Himut Consultants, Islamabad.