Ruhma Anjum

Skilled Marketing Coordinator driven to create effective marketing strategies and maximize company sales. Consistently delivers timely and effective marketing programs to promote awareness of products and company mission. Strategic and innovative professional well-versed in media marketing and brand promotion.

Integrated Marketing Communication (IMC) Project – Digital Mental Health Platform | [NUST, 2025]

• Developed an IMC strategy through industry research, consumer insights, and competitive benchmarking to position the platform effectively.
• Designed and executed a multi-channel campaign (social, traditional, digital) using cognitive, affective, and behavioral message strategies.
• Applied IMC techniques such as emotional storytelling, influencer marketing, cultural adaptation, and interactive content to boost brand engagement and recall.
• Optimized media strategy and channel mix, aligning campaign objectives with audience behavior to maximize reach, frequency, and impact.

Brand Revitalization Project – Shezan | Advertising & Digital Marketing Communications Course | [NUST, 2024]

• Designed a brand revitalization strategy for Shezan, repositioning it to appeal to a younger, health-conscious consumer base.
• Developed and executed integrated digital marketing campaigns, including social media content, ad copy, and promotional strategies aligned with consumer psychology insights.
• Created engaging ad copy and campaign slogans to modernize the brand’s voice while maintaining legacy appeal.
• Designed and launched a prototype website to improve user experience and online visibility, with a focus on consumer engagement and product accessibility.
• Applied consumer psychology and brand perception frameworks to shift consumer attitudes, strengthen loyalty, and attract new segments.

• Presenter & Co-Author – “Social Media, Culture Heterogenization, and Consumer Behavior in Pakistan: A Study of Generation Z and Generation X”
  Center for Business and Economic Research (CBER) Conference, Karachi, Pakistan | November 16–18, 2023
• Co-Author – “Experiencing Cultural Cringe in the Global South Through Social Media Cultural Assimilation”
  American Marketing Association (AMA) Conference, Florida, USA | February 23–25, 2024

Founder & President | Human Rights Society, ITU | 2022–2023

• Founded and led a student society promoting human rights awareness, inclusivity, and empowerment across race, sect, caste, and gender.
• Organized key events including Menstrual Awareness Day, Stress Awareness Week, 16 Days of Activism against Gender-Based Violence, and Women’s Week, engaging a diverse student body.

Participant | National Incubation Center (NIC) | 2021

• Pitched a menstrual health startup idea addressing stigma through on-time product delivery via strategically located warehouses.
• Conducted competitive industry analysis to develop a scalable and socially impactful solution.

Participant | Institute of Space Technology (IST) Space Week | 2019

• Led a team in a water rocket competition, overcoming material shortages through resourceful problem-solving and collaboration.
• Successfully designed and launched a functional prototype, demonstrating leadership and technical resilience.