Arishah Iftikhar

Versatile branding and social media content management professional with 5+ years of experience planning and executing digital marketing campaigns, content calendars, and brand strategies for global FMCG, telecom, and eCommerce brands including British American Tobacco, Nestlé, and Zong. Proven track record managing end-to-end eCommerce content (product listings, pricing, banners, imagery), running email marketing and incentive campaigns, and creating social media content to support new product and offer launches. Skilled in translating market and performance data (Power BI, Google Analytics, SAP) into actionable content and brand strategies that improve engagement, brand visibility, and revenue.

Comfortable working cross-functionally and remotely with marketing, sales, and supply chain teams across multiple regions and time zones.

Campaign Deployment Executive - British American Tobacco (BAT) - Australia & South Pacific (Hybrid)

(2026-01)

• Lead post-implementation reviews of new product launches and brand campaign rollouts across Australia and the South Pacific Islands, evaluating content performance, market trends, competitor activity, and sales data.
• Plan and execute monthly content and campaign cycles (CPM) across brand channels, providing data-driven creative and messaging recommendations to maintain brand leadership and minimize revenue loss.
• Build and maintain brand and product performance trackers, identifying top- and bottom-performing content and campaigns to guide future content strategy.
• Collaborate remotely with Planning, Logistics, Finance, and IT teams to ensure brand content and product data accuracy across all digital platforms.
• Develop brand positioning strategies that strengthen consumer perception, improve brand image, and grow market share.

Customer Incentive Analyst - British American Tobacco (BAT) - Australia & South Pacific (Hybrid)

(2024-01 - 2026-01)

• Managed end-to-end content operations for the My BAT eCommerce platform, including product listings, pricing, imagery, banners, and on-site brand content across all sales channels.
• Maintained content and order workflows to ensure accurate, up-to-date product information was published in line with new launches and regional availability.
• Built Power BI dashboards to track content and sales performance by category and region, identifying underperforming content/SKUs within 2 days and improving response time by 80%.
• Planned seasonal and holiday content and promotional updates, maintaining brand consistency and reducing operational costs.

Commercial Planner - Zong - Lahore, Pakistan

(2022-01 - 2023-12)

• Managed brand content for franchised retail stores and social media channels, creating and publishing posts, promotions, pricing updates, and offer announcements ahead of new internet offer and product launches.
• Planned and executed email marketing campaigns offering incentives and gifts to sales outlets, driving channel engagement and adoption ahead of new offer launches.
• Created weekly content calendars, catalogues, and performance dashboards tracking social media engagement, sales, revenue, and offer performance.
• Conducted pre- and post-launch content and campaign performance analysis, providing insights to optimize messaging and improve portfolio profitability.
• Monitored regional and trade-level campaign performance against targets, adjusting content and messaging to strengthen engagement.
• Developed pricing and loyalty program content with Sales, Marketing, Finance, and Supply Chain teams, driving measurable engagement and customer retention gains.
• Planned and executed regional campaigns, sponsorships, and competitions, ensuring timely delivery of social media and promotional materials (POSM) to boost brand visibility.
• Streamlined content and asset tracking processes, improving turnaround efficiency by 95% for faster campaign rollout.
• Provided competitor and market trend insights to inform content strategy and maintain brand leadership.

Supply Planner - Nestlé - Sheikhupura Factory, Pakistan

(2021-01 - 2022-12)

• Collaborated with Marketing and Brand teams on packaging and artwork changes for new product launches across 5 portfolios (Cereal, Chilled Dairy, Juices, Dairy, Nutrition), ensuring brand consistency and timely market availability.
• Used automated tracking and SAP dashboards to monitor inventory and production timelines, enabling proactive adjustments ahead of marketing and launch schedules.
• Streamlined cross-functional reporting, providing actionable insights that supported brand, marketing, and operational planning.

Procurement Officer - Fauji Foods - Lahore, Pakistan

(2020-01 - 2021-12)

• Supported new product launches by sourcing and managing materials outside standard production scope, helping ensure marketing and brand timelines were met.
• Collaborated with Production, Quality, and Logistics teams to align supply plans with brand launch schedules.

Assistant Brand Manager - Gourmet - Lahore, Pakistan

(2019-01 - 2020-12)

• Optimized eCommerce product pages, pricing, and content for new product launches.
• Developed data-driven promotional and content strategies, including shelf placement, packaging redesigns, and co-branding campaigns.
• Aligned promotional content across sales and trade marketing teams to ensure consistent brand execution.

Master of Business Administration - MBA - Lahore School of Economics (2020-01 - 2021-12)

Bachelor of Business Administration - BBA - Lahore School of Economics (2018-01 - 2020-12)