Rija Ahmad

A self-motivated brand and product marketing professional with 4+ years of experience owning brand positioning, messaging, and go-to-market execution across fintech, agency, and startup environments. Experienced in understanding user needs and translating technical concepts into audience-specific narratives. Achievements include overhauling product and brand positioning for CreditBook during a company rebrand and reducing user drop-off rate by 30% through strategic in-app communications.

I thrive in open-tasked, highly collaborative environments where I can leverage my problem-solving skills and brainstorm for solutions that optimise both strategy and creativity.

Brand Manager at CREDITBOOK (2025-02 – Present)

• Owned brand identity and market positioning for CreditBook, a digital lending platform for underserved small-medium enterprises (SMEs), defining a differentiated value proposition at a pivotal stage of company growth.
• Defined messaging and content strategy, translating a technical lending product into clear, audience-specific narratives — driving a 40% increase in organic social media engagement in 6 months.
• Partnered cross-functionally with product, design, and engineering teams to align messaging and go-to-market priorities with the product roadmap, feeding market and user insight into feature decisions.
• Conducted user research to identify onboarding friction points and rewrote product-education content and UX copy, reducing customer drop-off by 30% within 3 months.
• Designed tailored go-to-market (GTM) strategies for 3 new partner businesses, creating in-app communications and WhatsApp messages that drove a 10% increase in loan applications.
• Built and managed B2B partnerships to embed CreditBook within partner businesses' customer journeys, maintaining multiple stakeholder relationships.

Senior Creative Manager at GREY DENSITY (2023-11 – 2025-01)

• Led a 4-person creative team on the PepsiCo account, overseeing strategy and creative execution across the client portfolio.
• Led concept and creative execution for 7+ digital campaigns across local and international markets, generating 100 million+ impressions per campaign on average and winning multiple advertising awards.
• Collaborated with media planning, PR, and research agencies to develop complete integrated marketing plans during new product launches.
• Managed cross-functional teams, including client stakeholders, external vendors, and agencies through the full pipeline — from creative briefing through asset production to final delivery across Meta, Instagram, Snapchat, TikTok, and YouTube.
• Developed high-quality content that generated awareness and consideration, e.g. conceptualized the main copy for 'Lays Flavor Icons' which witnessed a 17.02% lift in ad recall amongst viewers.
• Promoted twice within one year for consistent delivery of high-impact results and leadership skills.

Creative Manager at GREY DENSITY (2023-03 – 2023-11)

• Ideated and executed digital content for Lays' cricket occasions campaign, resulting in an increase in brand lift by 9.8% - the highest regional lift for PepsiCo that year.
• Conducted first-hand market and competitor analysis via qualitative research with 60+ consumers through focus groups and interviews, gaining valuable insights that informed creative strategies and campaign development.
• Pitched and won a proposal establishing the agency as a certified TikTok TTCX creative partner, expanding digital service offerings.

Creative Associate at GREY DENSITY (2022-02 – 2023-02)

• Produced digital content, social campaigns, and on-ground activations across client portfolios, collaborating with internal and partner teams to deliver cohesive brand experiences.

BSc. in Economics (Honours) – Lahore University of Management Sciences (2017-09 – 2021-07)