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I’m a marketing strategist with 4+ years of experience driving engagement, storytelling, and digital growth for global brands. I specialize in social-first brand transformation, digital acceleration, and building communities through authentic, insight-driven communication. I’m passionate about wellness and behaviour change, with a knack for translating trends, data, and consumer needs into social content that inspires action. I’m currently pursuing an MSc in Health Economics and Management to deepen my understanding of health systems, prevention, and behaviour change, with a goal to use strategic communication to create real impact in health and wellbeing.…I’m a marketing strategist with 4+ years of experience driving engagement, storytelling, and digital growth for global brands. I specialize in social-first brand transformation, digital acceleration, and building communities through authentic, insight-driven communication. I’m passionate about wellness and behaviour change, with a knack for translating trends, data, and consumer needs into social content that inspires action. I’m currently pursuing an MSc in Health Economics and Management to deepen my understanding of health systems, prevention, and behaviour change, with a goal to use strategic communication to create real impact in health and wellbeing.

Insiya Fatima Kara

Brand Strategist, Marketing Strategist, Social Media Manager, +2

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I’m a marketing strategist with 4+ years of experience driving engagement, storytelling, and digital growth for global brands. I specialize in social-first brand transformation, digital acceleration, and building communities through authentic, insight-driven communication. I’m passionate about wellness and behaviour change, with a knack for translating trends, data, and consumer needs into social content that inspires action. I’m currently pursuing an MSc in Health Economics and Management to deepen my understanding of health systems, prevention, and behaviour change, with a goal to use strategic communication to create real impact in health and wellbeing.…I’m a marketing strategist with 4+ years of experience driving engagement, storytelling, and digital growth for global brands. I specialize in social-first brand transformation, digital acceleration, and building communities through authentic, insight-driven communication. I’m passionate about wellness and behaviour change, with a knack for translating trends, data, and consumer needs into social content that inspires action. I’m currently pursuing an MSc in Health Economics and Management to deepen my understanding of health systems, prevention, and behaviour change, with a goal to use strategic communication to create real impact in health and wellbeing.

Available to hire

I’m a marketing strategist with 4+ years of experience driving engagement, storytelling, and digital growth for global brands. I specialize in social-first brand transformation, digital acceleration, and building communities through authentic, insight-driven communication.

I’m passionate about wellness and behaviour change, with a knack for translating trends, data, and consumer needs into social content that inspires action. I’m currently pursuing an MSc in Health Economics and Management to deepen my understanding of health systems, prevention, and behaviour change, with a goal to use strategic communication to create real impact in health and wellbeing.

Skills

Canva

Microsoft Office

Experience Level

Canva

Expert

Microsoft Office

Expert

Language

English

Fluent

Italian

Beginner

Work Experience

Assistant Brand Manager – Lifebuoy at Unilever

January 1, 2025 - August 1, 2025

Led the launch of Lifebuoy Lemon Fresh with a social-first, multi-format strategy, including platform-native content, influencer amplification, and geo-targeted digital campaigns, driving a 20% increase in total volume. Spearheaded a brand relaunch for 2026 across product, packaging, pricing, and brand positioning to strengthen equity and regain market share. Led a nationwide Ramadan campaign integrating hygiene education, influencer marketing, and community engagement – reaching 10M+ consumers, delivering a 3X uplift in e-commerce, and embedding community-first storytelling. Launched a brand ambassador education program, boosting brand advocacy and achieving a 5% uplift in market share within a month. Activated on-ground hygiene education initiatives reaching 15,000+ mothers and children, linking product relevance with behaviour change. Led product reformulation efforts upgrading Lifebuoy’s core bar to gain parity with eyeball competition after six years.

Assistant Brand Manager Innovations – Premium Beauty at Unilever

January 1, 2024 - December 1, 2024

Led the end-to-end development of the haircare post-wash category including TRESemmé Keratin Smooth Hair Mask & Serum, Dove Intense Repair Hair Mask & Serum, and Sunsilk Super Shine Serum; generated €1M in incremental value through insight-led innovation and cross-functional execution. Crafted and executed a digital-first launch strategy for TRESemmé Keratin Smooth post-wash range by partnering with top hair experts to position it as a professional-grade treatment at home, amplified by social-first content, influencer campaigns, and high-impact announcers. Unlocked €5M in category expansion by localizing an aerosol portfolio, overcoming regulatory and manufacturing constraints to build long-term capability in a high-barrier segment. Activated Modern Trade and Beauty Retail by deploying beauty ambassadors to drive premium conversion and elevating the brand experience in-store. Optimized speed-to-market via hybrid distribution and collaborative manufacturing, enhancing agility for

Project Resource – Skincare & Innovations at Unilever

May 1, 2023 - December 1, 2023

Tripled e-commerce sales through influencer-led skincare tutorials, curated livestreams, and conversion-focused digital content. Led digital transformation of POND’S through a full-scale product photoshoot, content optimization, and online storefront redesign, resulting in improved consumer navigation and purchase experience. Implemented bundling and gifting strategies to drive routine-based skincare adoption and basket size expansion, resulting in 2x sales. Identified whitespace opportunities and supported portfolio expansion into emerging trends, leading end-to-end innovation pipeline tasks from ideation to go-to-market deployment.

Senior Media Planner / Media Planner / Management Trainee at Starcom – Brainchild Communications

April 1, 2021 - May 1, 2023

Planned, executed, and optimized multi-channel media campaigns for major clients including Visa, TikTok, KFC, Engro, and Lotte Kolson — delivering brand KPIs and improving campaign ROI. Led strategic media planning based on deep analysis of consumer behavior, competitor activity, and category dynamics. Spearheaded TikTok’s first-ever cricket partnership in Pakistan, integrating the platform into the Pakistan Super League (PSL) and increasing daily active users by 20% in the first year.