UMARA RASHID
pk.linkedin.com/in/umararashid
32-C, Lane 1, Khayaban-e-Shamsheer, DHA
Phase V, Karachi Pakistan
021-35342658, 0345-2345942
rashid.umara@gmail.com
OBJECTIVE
Having around 3 years’ experience in Digital media, I'm aiming to work on a project which is
remembered as a hallmark in the history of marketing in Pakistan
PROFESSIONAL EXPERIENCE:
Lane12
Manager –Key Accounts
Jan 2012 – Present
Responsibilities & Achievements:
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Main point of contact for clients and heavily involved in liaising with creative and
technical teams
Responsible for all aspects of project management including taking briefs, estimating
costs and timeframe, managing client budgets, scheduling resources and regular
reporting to client.
Ensuring the client receives a superior level of services from the agency team.
Worked on new business pitches and presentations and getting case studies compiled
for completed work
Liaising with relevant contacts within the client to understand their marketing strategy
and methodology
Added value to client marketing campaigns and their digital marketing activities with a
view to build a long term relationship
Advise clients on their campaign planning and content creation in conjunction with the
Business Director and creative and technical teams
Align brand’s growth strategy with our output and performance
Directed my teams in developing an apt place for digital in the minds of brands
Understood and analyzed digital behavior of key customer segments
Monitored competitive use of digital channels and best industry practices
Helped translate brand requirements into a successful digital media strategy
Socialized new ideas to brands and encourage purposeful adoption of tools and tactics
Facilitate in developing and managing corporate responsibility content on Digital.
Finding opportunities and advising on new digital product developments.
Develop and deliver progress reports, proposals, requirements documentation, and
presentations
Manage 3 remote and 7 in-house resources.
Carried out successful bloggers events
Carried out digital PR
Incorporated digital Audits in routine activities
Won Talkshawk and Easypaisa account on the basis of perfect execution during trial
Won Standard chartered Account on the basis of experience with a corporate account
Projects:
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Telenor corporate
Easy paisa
Talkshawk
Standard Chartered Pakistan
Magnum- Unilever
Lane12
Senior Account Lead
June 2011 –Dec 2011
Responsibilities & Achievements:
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Trafficking
Client servicing for all assigned brands
Campaign Execution and Management for all assigned brands
Website Execution and Management for foona.
Application and Game Planning, Execution and Management for all assigned brands
Social Media Execution and Management for all assigned brands
Content Management for all assigned brands
Managing a Team of 5 individuals
SOP Development & Crisis Management
Won Strepsils Account
Pampers was featured in Aurora magazine for outstanding activities on Pampers
Pakistan Facebook page
2 leads were generated from Suzuki Swift Pakistan’s page who eventually bought the
cars.
Efficiently used ads’ budget for Strepsils. Added 100k fans with minimum spent
CTR for a campaign for The BodyShop sky-rocketed to 1.9
Projects:
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Pampers
Strepsils
The Body Shop
Suzuki Swift
Foona
Lane12
Social Media Specialist
Nov 2009 – May 2011
Responsibilities & Achievements:
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Online + Offline Campaign Strategizing, Conceptualization and overall execution
Strategic Marketing & Planning
Creative and digital marketing coordination
Brand Management & Development Marketing Related Documentation
Business Plans
Focus Groups/Surveys
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Digital Marketing Commercialization of online services
Social Media Management
Formulating Strategies
Testing & Business Analysis of Projects
Successfully carried out Telenor Internet.more campaign on digital, meeting the KPIs
with placing ads
40k fans added on Easypaisa and 2000 followers on twitter with no ad spent
Projects:
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Easy paisa
Persona
Telenor Internet. More
Pampers
Zumbeel
Technical Writer
Jan 2010 – Aug 2011
Responsibilities:
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Organize material and complete writing assignment according to set standards
regarding order, clarity, conciseness, style, and terminology.
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Review published materials and recommend revisions or changes in scope, format, and
content.
EDUCATION
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Project Management Professional Certification
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Institute of Business Management,
Pakistan
MBA – Marketing
Courses: Brand Management, Media planning,
Strategic Management & Planning, Direct & Digital
Marketing, Strategic Management, Consumer Behavior
Present
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NED University of Engineering and Technology,
Karachi, Pakistan
Bachelor of Engineering (BE) in Telecommunication
Cumulative GPA: 3.76
Graduation: December 2009
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St. Joseph’s Govt. College for women ,
Karachi, Pakistan.
Higher Secondary School Certificate
Percentage: 89%
Year: 2005
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Gulistan Shah Abdul Latif Girls Secondary School
Karachi, Pakistan
Secondary School Certificate
Percentage: 91%
Year: 2002
Present
EXTRA-CURRICULAR ACTIVITIES & AWARDS
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Active blogger & Netizen
Debater in NEDUET
Acted and sang in a competition in School
CERTIFICATION & AWARDS
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Won 2nd prize in SENTEC science completion in NEDUET
Distinction in BE-Telecommunication
Won 1st prize in acting and Singing completion in School
12th position in Intermediate in Overall Karachi
14th Position in Matric in Overall Karachi
Scored 8.0 bands in IELTS
Pronounced as BEST GIRL in school
PROFESSIONAL COMPETENCIES
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Attended many Seminars on digital media evolution.
Excellent communication and negotiation skills, both oral and written, Fluent in English.
Passionate about digital marketing & digitally integrated projects
Knowledgeable in media industry, including traditional & new media
Strength in developing Marketing & PR strategy & implementing action plans
Strong at maintaining media relationship & risk management
Detail driven, ability to work under pressure and multitask
Self-starter, strategic thinker, skillful team manage
Easily build and maintain strong relationships with coworkers in organizations.
Flexible and adaptable to new environments.
Analytical and problem solving ability