Manager Marketing
Resume:
RAEDA HASHIM ABDUL LATIF
Cell # 92-300-*******
E-mail address: **********@*******.***
CAREER BACKGROUND
Experience spans 16 years in the field of Brand Building, Marketing Communications, PR & Advertising and Strategic Business
Development at Organizations including Pakistan Mercantile Exchange Limited, IGI Financial Services, Arwen Tech, Union
Bank (Standard Chartered Bank), Lakson Group (CyberNet), Habib Oil Mills and Circuit-FCB Advertising.
During my Professional Career I have helped businesses succeed through Strategic direction, Business development, Brand
building and Public relations. I have successfully managed internal and external communication during comprehensive strategic
planning efforts and subsequent acquisitions and restructurings at various organizations . I have practical experience in Product
and Business Development for Financial Sector and Wealth Management portfolio etc. My expertise includes Brand Strategy
Development and Implementation also as well as managing Sales teams, Advertising, Digital, PR and Media Agencies for
promotion of brands using a 360 degree approach. I have also worked with Research Agencies for brand image tracking, customer
services level gauging for various well known brands in Asia.
PROFESSIONAL EXPERIENCE
Pakistan Mercantile Exchange Limited - From December 2010 till date
Currently I am serving as Head of Business Development and Marketing. My role of Business Development encompasses
increasing memberships, facilitating and motivating existing members to increase business, identifying revenue streams for the
Exchange.
Role of Marketing includes looking after all marketing projects from website management, digital presence, media connections
with editorial teams at publications and channels, direct marketing like road shows and one on one communication, social media
marketing to managing customer touch points. Furthermore all PR activities and newsletters come with in my domain.
IGI Financial Services (Insurance, Investment Banking, Funds and Securities) - From February 2006 till
September 2010
Head of Wealth Management and Liabilities – Senior Vice President (since 2007 - Sept 2010)
Group Marketing Head – Senior Vice President (since Feb 2006 – Sept 2010)
Scope included formulating strategy and objectives in line with the organization’s objectives. Developing & improving products
and driving Corporate Strategic plans towards making the group a truly financial services group in line with world class
institutions was part of the Strategy Task.
Arwen Tech, a technology concern of Gul Ahmed Group - From May 2005 – December 2005
In the role of Marketing Manager I was looking after the Strategic Business Units namely, Call Centers, CRM, ERP and
Financial Solutions.
Union Bank (Standard Chartered Bank) - From February 2004 – April 2005
I served in the Consumer Assets division as Product Manager Mortgages. My responsibilities included:
Product development - Marketing and Business Strategy - Product Improvement - Managing Customer Segments and
Market Share
Cyber Internet Services - From March 2001 to February 2004
I served as Brand Manager looking after the Internet related consumer services. These included Dial up Internet, Prepaid
Internet cards and I-fax in eight major cities.
Habib Oil Mills (Pvt) Ltd - From October 2000 to February 2001
I worked as Senior Assistant Brand Manager for HCO, FRY’O and Handi Oil brands.
My responsibilities at HOM included monitoring the Demand and Production, Sales, Marketing and Brand Activities.
Circuit Draft FCB- From February 1997 to September 2000
I joined in the Client Service Department as Account Executive and was promoted as Account Manager. The accounts that were
under my supervision include:
Tapal Tea (Pvt) Ltd - Habib Oil Mills (Pvt) Ltd - Ibrahim Group of Companies
PROFESSIONAL ACHIEVEMENTS
Member of Executive Committee at Indus Valley School of Arts and Architecture.
Member of Finance and Planning Committee at Indus Valley School of Arts and Architecture.
Dynamic Brand Building of PMEX in the Media (Social, Print and Electronic). Daily Turnover multiplied from average
of PKR 1 bn a day to an average of PKR 6 bn per day in a time span of 22 Months.
Awarded title of “Member Chartered Institute of Marketing (MCIM)” by the Chartered Institute of Marketing UK.
Creating the Brand of IGI Financial Services. Strategic Branding of the IGI Group of Companies under the single brand
of IGI Financial Services.
Teaching - Marketing and Brand Management since 2003 at Karachi University Business Administration Department,
IBA, SZABIST, Greenwich University and Beacon house BBA program.
HOBBIES AND INTERESTS
Active Member of 4 x 4 Off Road Pakistan – an Off Road Club (www.offroadpakistan.com) that explores various areas
of Pakistan which are relatively uninhabited. Have accompanied Off-Road expeditions to various areas in Balochistan,
Thar desert and Nagarparkar etc.
Conceptualized and outlined feasibility for a travel magazine “Travelogue” as a free lance project.
Set up and initiated successful operations for a Day Care Center – Tiny Hands n Feet in October 2010 as an
Entrepreneurial Project on lines of International Day Care Centers.
Enjoy an active lifestyle through Running, Tae Bo, Swimming and Golf.
COURSES AND SEMINARS
Attended Mind Mapping seminar by Tony Buzan in February 2013
“Strategic Communication – Maximizing your ROI” held on July 4th and 5th, 2007 conducted by Sunil Gupta.
Sessions by Martin Lindstrom on “Brand Sense” held in September 2006
Marketing Management by Dr Ned Roberto in February 2005 by A C Nielsen.
Attended courses at LUMS: Marketing Strategy - September 2003, Marketing Management - June 2004 and Brand
Management - October 2005.
EDUCATIONAL BACKGROUND
MBA (Bi – Major in Marketing and IT)
Hamdard Institute of Management Sciences (HIMS)
(With GPA 3.55 – 2002
M.A. Department of English, University of Karachi
(With First class Third position -1997)
B.A. (HONS) Department of English, University of Karachi
(With First Division -1995)
H.S.C. P.E.C.H.S, Government College for Women Karachi
(With First Division – 1992)
PERSONAL DATA
Place of Birth: Dubai, United Arab Emirates
Marital Status: Married
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