Zainab Parekh

• Developed brand strategy, positioning and go-to market strategy for premium chocolate brand launching in Fall 2024 • End-to-end project management: Led a team of designers and developers in creating a holistic visual identity system, web strategy and customer experience • Sourced creative and production agencies, built scope and negotiated contracts; managed budget and cross-functional teams as well as key stakeholders to ensure the project was delivered successfully, on time and within budget • Utilized data-driven decision-making processes and cross-functional collaboration

• Developed and executed data-led customer experiences for clients at a leading direct-to-consumer product sampling platform • Led market research, analyzed findings, and presented strategies to enhance brand awareness amongst target audiences. Created unique campaigns that successfully drove conversions and sales as well as helped solidify customer retention and loyalty. Recognized by clients and colleagues alike for out-of-the-box and solution-oriented thinking that resulted in tangible, positive outcomes • Achieved a 15% increase in customer engagement through personalized marketing campaigns • Collaborated with cross-functional teams to optimize user-experience, resulting in a 20% higher conversion rate

• Headhunted to lead brand strategy and marketing team of 5 at one of South Asia’s leading ethical luxury brands • Owned marketing calendar and budget, with responsibility for driving content development and go-to-market programs (across digital, PR, social, CRM, partnerships, OOH, direct response) with focus on growing online and international sales • Worked with e-commerce teams to study buying behavior; digital teams to capitalize on latest channel developments; and merchandising departments on market trends, sell throughs and competitive analysis to successfully increase overall sales performance • Led website design and development, created and implemented customer acquisition strategies, and oversaw product categorization and CRM • Managed planning merchandise, budget and negotiations for national and international trunk shows and multi-brand stores. Led the brands entry into the Middle East region, building on-going relationships with buyers and planners for multi-brand stores- as well as brand ambassadors, which led to +20% of annual turnover within 3 months of entry • Delivered consistent growth in sales through trend/market analysis leading to two promotions

• Established a retail business which eventually developed into a wholesale business supplying to a variety of restaurants and retail locations across the city • Recruited and managed a team of 10, managed all financials by creating budgets, costing and pricing; and managed inventory and supplier vendor relations • Developed and executed brand collaterals including social media content, promotional material, store displays, in-store POS and packaging • Introduced innovative strategies to increase delivery and take-away orders by planning regular promotions, innovative SEO targeted ad campaigns, seasonal menu and packaging redesign

• Strategized and developed new products and ventures at leading independent media house in Pakistan with print, television, radio and online platforms • Collaborated with editorial and design teams to create compelling content, driving 30% increase in readership • Introduced innovative digital advertising strategies, resulting in 25% boost in online revenue • Managed customer relationships and advertising targeting using CRM systems • Represented Dawn Media Group at MIPCOM and secured rights to a Turkish Drama series that was eventually aired on a prime-time spot, gained record breaking ratings, and increased prime time ad rates and revenue by 100%

• Conducted market research via in-store observations, retailer interviews and home visits in markets across the country – compiled reports and proposed initiatives for improvement based on findings • Conducted experiential marketing activities and was responsible for executing product trials across with one million contacts across eight cities with varying consumer segments • Created an integrated marketing and brand strategy calendar which included analyzing all promotional activities for each fabric care brand in the previous year and drawing from those observations recommending a plan for the upcoming year