Ayesha Rashid

I led the execution of 20+ app features, collaborating with cross-functional teams to ensure smooth delivery. Deployed six major features, including higher withdrawal limits, in-app account closure, and merchant integrations, driving a 40% rise in retention. Through 12 focus groups, introduced four features that boosted engagement by 65%. Improved stability by fixing 95% of critical bugs and adopting agile workflows, reducing time-to-market by 15%.

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%.