Ayesha Rashid

• Researched and led the execution of 20+ new app features, working closely with engineering, design, SQA, and marketing teams to ensure smooth development and on-time delivery. • Deployed 6 major features, including higher cash withdrawal and remittance limits, in-app account closure, free ATM withdrawals, and merchant integrations, leading to a 40% increase in user retention. • Conducted 12 focus group sessions, analyzed user feedback, and introduced 4 key features that boosted user engagement by 65%.

• Owned feature development from ideation to launch, working closely with engineering, design, and SQA teams to ensure smooth execution and timely delivery. • Translated user needs and business requirements into clear product features by conducting research, defining user journeys, and supporting product decisions. • Collaborated with stakeholders across teams to align on priorities, contributing to product strategy and improving overall user experience.

I worked closely with the CEO to define key software features, conducting market research and mapping user journeys to enhance user experience. I led the development of the Learning IMS platform, a 90-module training system for dealers and agents, while managing a team of three designers to maintain brand consistency and overseeing a technical writer to produce clear and engaging learning content.

I conducted qualitative and quantitative research for Harpic Toilet and Bathroom Cleaner, interviewing 20 adults to study social media use, brand associations, and purchase frequency. I audited Facebook, Instagram, and YouTube activity of 15 lavatory care brands across the subcontinent to assess regional strategies and competitive positioning. Based on insights, I designed a 3-month social media strategy around awareness, consideration, conversion, and engagement, boosting conversions by 65%.

I managed Unilever’s portfolio of 10 brands, executing campaigns across six e-tailers including Daraz, Foodpanda, Krave Mart, Reana, Vegas, and Deal Cart to boost brand visibility. Overseeing a PKR 100 million portfolio, I prepared spending bifurcations for each brand to optimize allocation. By running CPAS and Search campaigns across all e-tailers, I achieved a 4x ROI increase within three months, driving an 82% growth in online sales.

I conducted qualitative and quantitative research for Harpic Toilet and Bathroom Cleaner, interviewing 20 adults to analyze social media behaviors, brand associations, and purchase frequency in the lavatory care category. I performed a social media audit of 15 competing brands across Facebook, Instagram, and YouTube to assess regional strategies and positioning. Using these insights, I designed a 3-month strategy on awareness, consideration, conversion, and engagement, boosting conversions by 65%.