Jul 2019 – Present
PosterMyWall
Lahore, Pakistan · Hybrid
Current
All-in-one marketing tool for small businesses with 25M+ users and $12M+ in annual revenue. Joined in 2019 as one of the first few dedicated marketing hires and have since grown into the Brand & Communications Lead.
Brand & Communications Lead
Oct 2022 – Present
Full-time · Lahore, Pakistan (Hybrid)
- Drove marketing strategy for a SaaS platform with 25M+ active users and $12M+ ARR, managing a $300K+ performance budget and supporting 15–20% annual user growth.
- Led a 7-person cross-functional team across the US and Pakistan, owning paid marketing, brand, content strategy, product marketing, and full-funnel engagement.
- Led PosterMyWall's strategic repositioning from a design-first to a marketing-first platform for small businesses, sustaining 11–12% annual revenue growth and ~15% MRR growth.
- Built a performance experimentation system across 6 paid channels (Meta, Google, Bing, Apple Ads, TikTok, Pinterest), hitting a 2.83x conversion value/cost ratio in 2025 and 26% annual growth in social conversions.
- Partnered with Engineering on event tracking architecture and reporting in BigQuery and Looker, closing critical attribution gaps.
- Led launch creative for the AI design editor and events marketing tool: 50+ landing pages, demo videos, and user education assets.
- Introduced Product Delight: 4 workshops/month, 8+ user interviews/month. 90+ improvement opportunities surfaced in the first session; now part of quarterly product reviews.
Senior Digital Marketer
Aug 2020 – Sep 2022
Full-time · Lahore, Pakistan (Hybrid)
- Led PosterMyWall's brand repositioning and visual identity overhaul. Selected from 300+ proposals, then rolled out across hundreds of assets, marketing pages, product surfaces, and campaign creative.
- Owned high-production video ad strategy with ThinkMojo and Noldio on $10K+ quarterly budgets. The $30K ThinkMojo campaign delivered a 1.7x conversion value/cost ratio and ~200K YouTube views.
- Built the in-house video and content team from scratch, scaling from solo to a team of 3 producing 20+ reels and 5+ long-form videos monthly.
- Grew YouTube to 100K subscribers and Instagram from 7K to 22K followers in 3 months.
- Implemented Pinterest RSS feeds driving 200K+ outbound clicks/month, 10M+ audience, and 66.1% of all social referral traffic.
- Ran remarketing across 5+ verticals, delivering 200+ conversions per major seasonal campaign.
Digital Marketing Specialist
Jul 2019 – Feb 2020
Full-time · Lahore, Pakistan (On-site)
- A/B tests and campaign optimizations contributed to a 30% increase in social traffic and ~$2M in quarterly revenue impact.
- Built automated RSS template publishing that drove 157% Pinterest traffic growth, 10M+ monthly views, and 200+ live feeds.
- Directed cross-channel content production across social, landing pages, blogs, and ads, coordinating freelancers, writers, designers, and video producers.
- Conceptualized and edited the first batch of product how-to videos, establishing a repeatable production model.
- Improved YouTube performance through niche targeting, cross-platform promotion, and format experimentation via YouTube Analytics.
25M+
Platform Users
$300K+
Performance Budget
2.83x
Conv. Value/Cost Ratio
100K
YouTube Subs, Year 1
1.7x
$30K Campaign ROAS
66.1%
Social Referral via Pinterest
The Product
Template Gallery · 3M+ designs
Design Editor · AI-powered tools
Co-Founder
Mar 2020 – Present · Self-employed
Founded during a career break in 2020. What started as a COVID-era side venture has grown into one of Pakistan's most well-reviewed corporate retreat operators, managing trips with budgets of up to PKR 1 crore each.
- Developed the brand identity: name, visual language, tone, and positioning as part retreat planner, part cultural guide.
- Shaped itineraries for 50–70+ person corporate groups from tech teams and businesses across Pakistan's most extraordinary destinations.
- Managed retreat logistics end to end: vendor coordination, ground transportation, accommodation, activity programming, and on-site execution.
- Turned the venture into a live lab for consumer research, positioning, operational planning, and experience design.
Brand & Photography
.png)
Brand Identity
Forest retreat · Group experience
Rock climbing activity
Historic destinations across Pakistan
Founder
Aug 2017 – Jun 2019 · Self-employed
Founded and launched a media startup focused on showcasing Pakistani art, music, and literature across YouTube and Facebook, owning strategy from concept to distribution.
- Built a repeatable content framework and produced the video series Meray Log, spotlighting emerging talent with a consistent publishing cadence.
- Developed and executed go-to-market and growth experiments, reaching 3,000 organic followers in one week through content strategy, community hooks, and influencer collaborations.
- Pitched at Startup Weekend Lahore 2019, won the Best Idea Award, and generated early investor interest by articulating a clear vision, audience, and growth plan.
- Managed end-to-end production including creative direction, scripting, filming coordination, editing, and launch distribution.
Brand Identity
Brand Mark
Visual Identity · Brand Launch 2017
3K+
Organic Followers, Week 1
🏆
Best Idea
Startup Weekend Lahore 2019
May 2018 – May 2019
LUMS Photographic Society
Lahore · Student Society
1 yr 1 mo
President
May 2018 – May 2019 · 1 year 1 month
Led Pakistan's largest student-run photography society at LUMS, managing a 200+ member community across marketing, finance, external promotions, and logistics, all while running Agarbatti Productions.
- Managed 200+ members and an annual event budget exceeding PKR 5 million.
- Secured PKR 3M+ in sponsorships from McDonald's Pakistan and Camtronx–Nikon Pakistan.
- Founded and led a Film & Video Production sub-department, producing programmes that improved the welfare of 80+ households in Lahore's underserved communities.
- Launched an online Photography Journal raising awareness about Pakistan's water crisis and documenting Lahore's cultural heritage.
- Represented LUMS at national and international conferences, strengthening the society's visibility and partnerships.
LUMS Photographic Society
LUMS Annual Photography Summit · 200+ members · Nikon Pakistan partnership
200+
Members Led
PKR 5M+
Budget Managed
PKR 3M+
Sponsorships Secured
Jul 2018 – Aug 2018
ACTIVATED C
Lahore, Pakistan · On-site
2 mos
Marketing Intern
Jul 2018 – Aug 2018 · Full-time
Spearheaded the launch of the company's first product, designing branding and marketing strategies to establish its online presence.
- Designed branding and marketing strategies to establish the product's online presence from scratch.
- Conducted market analysis and implemented targeted campaigns across social platforms, boosting engagement through Facebook Ads and influencer outreach.
Jun 2016 – Aug 2016
Dunya News
Lahore, Pakistan · On-site
3 mos
Summer Intern
Jun 2016 – Aug 2016 · Internship
Worked with Dunya Foundation on CSR communications, producing visual storytelling content across six NGOs and two educational institutes to document and promote the foundation's social impact work.
- Designed a compelling CSR portfolio for Dunya Foundation, documenting funding of over PKR 19 billion to various NGOs and educational institutes on dunyafoundation.org.pk.
- Led a team of creatives to produce photography and documentary-style videos through qualitative research across three cities.
- Conducted personal interviews and created narratives showcasing the foundation's impact, leveraged for stakeholder awareness campaigns.
- Compiled a comprehensive database of financial records for the foundation's education sector funding.