Zubair Rafi

Responsible for complete marketing of ExpoStore , Haya, TFW, EXST brands including ATL, BTL, Digital activities. Yearly budget and execution planning Content Creation including UGC, Animations, Campaign Key visuals, trendy videos, Influencers shout out, Store Raid, Product reviews, Product promotion, Sales campaign videos, Social media postings, Stories, Out of home campaigns, In-Store branding, Flyers, brochures etc Performance marketing of ExpoStore, Haya on Meta, Google Tracking of ROI Vendor management & Payments

*Heading the marketing department managing in-house creative, ecommerce and photography. *Initiated new product development and leading the Perfume category completely. *Plan and execute campaign material/assets/activation that ensures consistent brand identity. *Work in collaboration with external agencies, freelancers and our in-house designers and retail team to prepare and execute end to end (offline & online) campaigns and measure and report on their effectiveness *Oversee the quality of the content created by copywriters and designers to ensure that brand identity is adhered to. *Project Manage end-to-end campaign execution to ensure 100% delivery on time *Continuously assess and report on the results of campaigns and implement improvements where necessary. *Develop and deliver a whole year calendar of activities ( seasonal campaign launch, sales campaign, holistic season etc) *Liaise with commercial and creative teams to bridge business goals and creative execution. *Arrangement of all shoots in-house & outsource. from mood board to execution to campaign launch online and offline. *Manage & execute In-Stores branding, Mall branding, OOH, Digital performance marketing, Print ads, Influencers marketing, paid marketing, PR activity & SMS marketing.

• To manage, run & timely execute all the marketing activities (ATL/BTL/Digital). • To design & implement strategy to keep brand Healthier and ensure proper growth. • Successfully launched 4 New Stores in Lahore Sheikhupura, Peshawar & Gujrat. • Major Campaigns like Eid Collection’19, Summer Collection’19, Mid-Season Sale, Summer Clearance Sale and holistic promotion like Mother’s Day, Father’s Day, Women’s Day & Pakistan Day all are done comprehensively. • Responsible to make whole year Marketing budget as per the Launch Calendar. • Responsible for Photoshoot developing Key visual design for Campaigns & Digital media. • Closely monitor Social Media includes Facebook, Insta, Youtube & Website. • To facilitate Sales Team by provider proper support to achieve set targets. • ROI & Post campaign analysis to measure the impact. • Coordinate with different agencies on a regular basis exploring opportunities for brand development. • To develop POSM to increase visibility within the store for Sales enforcement. • To observe & study sales trend, consumer choice, competition moves & innovations. • Driving 360degree marketing for Store launches to get maximum mileage, penetration & set sales targets. • Single handedly working with 22+ vendors of Hoardings, Branding, Digital Streamers, Float Advertising, Truss lighting, Human Boards, SMD & SMS etc

• To manage 5 Brands completely “ KIWI shoe care, KIWI KLEEN, GLINT, BLACK CAT & INSEGUARD” • To Plan and Execute Marketing Budget of PKR 50M which includes allocations of Budget Brand wise in Media Planning, POSM, Consumer Promotion, Social Media. • To manage complete ATL & BTL campaigns like ON-AIR, SOCIAL MEDIA, RADIO SPOTS, MAGAZINES, OOH,IN-STORE activities, Consumer Promotion. • To monitor campaigns with tracking of ROI and prepare a report/presentation. • To design and run Consumer promotion as per the yearly calendar like “TWIN PACK, PRICE OFF, BUY 1 GET 1, BUY PRODUCT GET FREE PRODUCT, SAVE Rs. 25”. • To evaluate the impact of Consumer Promotion with Post results and analysis. • To create Product and Creative briefing for Agency for the development of TELEVION COMMERCIALS. • To make Packaging designs, POSM, Giveaways, Magazine Ad, Billboards Ad, Social Media Creative Post through Agencies, Freelance & In-House resource. • To conduct Market Research for existing and upcoming products. • To conduct Product Efficacy test for existing and upcoming products. • Critically analysis of Competition products and New initiatives. • Market Visit to get the grass route of Products placement, Performance, Consumer preference, Market trend, Competitor scheme