Available to hire
I am a results-driven professional with experience in digital marketing, operational finance, and program management across the development sector. I bring a blend of strategic marketing (Google Ads, SEO, email marketing), financial operations (Xero, PAYE, VAT, HMRC), and organizational coordination.
I thrive in roles that blend creativity with structure, delivering measurable impact across diverse industries. I am adaptable with a hands-on mindset, strong analytical and communication skills, and a passion for driving growth through data-informed decision-making.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Work Experience
Digital Marketer & Accountant at Embury Ltd
January 1, 2023 - PresentLed digital marketing and operational functions across two company websites, overseeing content creation, SEO, paid media, and conversion optimization. Implemented end-to-end Google Ads campaigns (conversions, sitelinks, call and search ads) to generate inbound leads; enhanced visibility via regular blog publishing, SEO updates, and Google Search Console optimization. Managed privacy policies, data protection compliance, Google My Business, AdSense integration, and targeted email campaigns via Klaviyo. Designed marketing assets in Canva and edited photos/videos with WonderShare for Instagram and TikTok. Maintained a content calendar, published weekly blog posts, and improved user experience to convert first-time visitors. Also handled day-to-day financial operations in Xero (invoicing, quotations, CIS, PAYE, VAT), recruitment logistics, and onboarding; coordinated payments across Starling, Amex, and Soldo, and streamlined internal communications using Google Workspace.
Project Assistant at Right to Play - Keeping Girls in School (Penny Appeal)
December 31, 2021 - October 14, 2025Processed project memos with weekly, monthly, and quarterly reporting; coordinated field coaches’ updates on program implementation in schools; contributed to planning and development of training curricula and resource provisioning. Maintained a comprehensive database of education and sports stakeholders at district, provincial, and federal levels to foster collaborations and support the project’s reach to government schools in Lyari, Korangi, and Sultanabad.
Project Manager & Consortium Coordinator at Teachers’ Resource Centre
December 31, 2020 - October 14, 2025Led a USAID-funded school enrichment program impacting 15,000+ students across 150+ public and private schools. Developed work plans, recruitment strategies, and MoUs; organized school orientations and supported the rollout of the 4Cs: Critical Thinking, Civic Responsibility, Character Building, and Cultural Engagement. Managed recruitment and internal communications for a team of 13 coordinators, oversaw cluster allocations, and maintained a teacher nomination database. Coordinated training logistics and ensured timely reporting to donors; facilitated regular partner meetings; tracked deliverables; maintained documentation; provided strategic updates to seven consortium partners.
Buying Executive at Tesco Pakistan
December 31, 2017 - October 14, 2025Supported procurement activities, supplier coordination, stock management, and product selection in a fast-paced retail environment.
Volunteer at Society for Education Welfare
December 31, 2016 - October 14, 2025Contributed to the Collaborated Community Development Program over 12 weeks, supporting community outreach and program delivery.
Digital Marketer & Accountant at Embury Ltd
January 1, 2023 - PresentLead digital marketing and operational functions, managing two company websites, content creation, SEO, paid media, financial administration, and recruitment processes. Implemented end-to-end Google Ads campaigns, enhanced SEO through on-page and off-page tactics, and managed blog publishing, privacy/compliance features, Google My Business, AdSense integration, and Klaviyo email campaigns. Designed marketing assets in Canva and edited content for social channels; maintained a content calendar and weekly blog/SEO updates. Achievements included a 30% increase in qualified service leads and improved UX resulting in higher lead conversion from first-time visitors.
Project Assistant at Right to Play - Keeping Girls in School (Penny Appeal)
January 1, 2021 - October 14, 2025Processed project memos and managed weekly, monthly, and quarterly reporting. Coordinated with field coaches to gather on-ground updates, supported planning and development of training curricula, and streamlined resource provision. Maintained a comprehensive stakeholder database across district, provincial, and federal levels, fostering collaborations and supporting outreach to government schools in underdeveloped areas.
Project Manager & Consortium Coordinator at Teachers’ Resource Centre (USAID)
January 1, 2020 - October 14, 2025Led a USAID-funded school enrichment program promoting social values across 150+ schools (15,000+ students). Developed work plans, recruitment strategies, MoUs, and school orientations; supported the rollout of the 4Cs strategy (Critical Thinking, Civic Responsibility, Character Building, Cultural Engagement). Managed recruitment and internal communications for 13 coordinators; oversaw cluster allocations and maintained a teacher nomination database. Coordinated training logistics and ensured timely donor reporting and consortium partner updates.
Buying Executive at Tesco Pakistan
January 1, 2017 - October 14, 2025Assisted procurement and supplier coordination as part of the buying team.
Volunteer at Society for Education Welfare
January 1, 2016 - October 14, 2025Volunteer in Collaborated Community Development Program (12 weeks), contributing to education and community outreach activities.
Education
MSc Digital Marketing Management at University of Westminster
January 1, 2022 - December 31, 2023MA Economics at University of Karachi
January 1, 2015 - December 31, 2016BA (Hons) Economics at University of Karachi
January 1, 2013 - December 31, 2015Intermediate at Defence Authority College for Women Phase VIII
January 1, 2009 - December 31, 2011Matriculation at The Mama Parsi Girls’ Secondary School
January 1, 2000 - December 31, 2009MSc Digital Marketing Management at University of Westminster
January 1, 2022 - January 1, 2023MA Economics at University of Karachi
January 1, 2015 - January 1, 2016BA (Hons) Economics at University of Karachi
January 1, 2013 - January 1, 2015Intermediate at Defence Authority College for Women Phase VIII
January 1, 2009 - January 1, 2011Matriculation at The Mama Parsi Girls’ Secondary School
January 1, 2000 - January 1, 2009Qualifications
Industry Experience
Education, Non-Profit Organization, Professional Services, Retail, Software & Internet
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
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