Laiba Qureshi

A results-driven Digital Media, Marketing & Communication professional with over 5 years of experience in building brand presence, managing high-impact digital campaigns, and driving audience growth across diverse sectors. Backed by a Bachelor's in Mass Communication and a Master's in Project Management, with strong expertise in social media strategy, content leadership, client servicing, and data-driven campaign execution. Experienced in working with national and international organizations, managing cross-functional teams, and delivering measurable growth through structured planning and execution.

Senior Digital Media Manager at Optimize Digital (2022-12 – Present)

• Led high-profile regional and international clients, including Meta, P@SHA, inDrive, Oxford University Press, HBL, Google for Education, Islamabad Marathon, British Council, and IOU, driving revenue growth and strengthening the agency's market positioning.
• Managed HBL as a flagship account, overseeing multi-stream digital communication and influencer marketing projects, contributing to strategic campaign success and client retention.
• Planned, executed, and optimized comprehensive digital media and marketing strategies, including social media, influencer marketing, email marketing, and paid campaigns, ensuring measurable performance outcomes.
• Managed and grew multiple high-impact client accounts through audits, trend analysis, and performance-driven strategies, aligning campaigns with business objectives.
• Developed and curated brand-aligned content, including documentary scripting, event highlights, reels, and campaign narratives for platforms across Meta, Instagram, LinkedIn, and X, ensuring consistent brand messaging.
• Played a key role in digital campaigns and content execution for initiatives including InDrive YourPace, Islamabad Literature Festival, Karachi Literature Festival, HBL P@SHA ICT Awards, Google for Education, and STEAM Pakistan.
• Supported client servicing through proposal development, presentations, reporting, and tailored digital strategies for organizations including HBL, NAVTTC, PSEB, and P@SHA.
• Delivered measurable platform growth, including: NAVTTC - social media reach increased by 283.4% within 2 months; P@SHA - Facebook and Instagram reach increased by 125.9% within 1 month; Islamabad Run With Us - reach increased by 33.2K within 1.5 months.
• Collaborated closely with internal teams across design, content, media buying, and community management to ensure timely, high-quality, and consistent campaign delivery.
• Led and mentored digital teams, improving workflow efficiency, content quality, and execution timelines while fostering skill development.
• Managed CRM systems, client communication, and performance reporting to ensure campaigns aligned with client objectives and delivered measurable outcomes.
• Planned and executed email marketing campaigns, including audience segmentation, content strategy, and performance analysis to drive engagement and conversions.
• Executed and monitored paid media campaigns, focusing on reach, engagement, and conversion optimization, ensuring ROI-driven results.
• Designed and implemented optimized workflows and governance processes, reducing turnaround times, improving delivery quality, and enhancing team productivity.

Senior Digital Growth Executive at Lawn Buddy (2022-06 – 2022-12)

• Set up, optimized, and managed all digital accounts, developing and executing performance-driven strategies to grow audience engagement and brand visibility.
• Designed and led influencer marketing campaigns, collaborating with creators to amplify reach and credibility.
• Managed monthly paid advertising campaigns, driving client revenue of PKR 3–4 million per month through strategic targeting, budgeting, and content optimization.
• Conducted audience research, competitor analysis, and KPI reporting, providing actionable insights to improve campaign performance and mentor junior team members.

Content Creation Manager at Ottoman Jewels (2020-12 – 2022)

• Led content strategy and creative direction across digital platforms, ensuring alignment with brand communication objectives.
• Supervised interdisciplinary creative teams and introduced structured workflows for content planning and evaluation.
• Developed content calendars, brand guidelines, and publishing frameworks applicable to academic case studies.
• Integrated market research and competitor analysis to inform communication and branding strategies.
• Planned and managed media coverage and brand-led events, focusing on narrative coherence and audience experience.

Assistant Content Creator at Ottoman Bonjuk (2018 – 2020)

• Produced and managed visual and written content for digital platforms, maintaining consistency in media messaging.
• Executed influencer communication strategies and monitored campaign impact.
• Assisted in content performance analysis and reporting, supporting strategic decision-making.

BS (Hons.) in Media & Communication Studies – Foundation University Rawalpindi (2016 – 2020)

MS in Project Management – SZABIST, Islamabad (2023 – 2024)