Wafa Haider

Digital Marketing Manager with 7+ years across agency, e-commerce and B2B sales, specialising in full-funnel digital strategy and performance media on Meta, Google, YouTube and LinkedIn. Lead digital marketing for Soneri Bank, managing PKR 5M+ in paid media that delivered 22K+ leads across 115+ campaigns. Led the My Jubilee app launch for Jubilee General Insurance, driving 67,500+ campaign installs, 23% above target.

Experienced in leading teams of up to 6 and running bilingual (English and Urdu) campaigns.

Marketing Manager (Digital) at Reconfigur (formerly Fusion Reactor) (2024-03 – Present)

Soneri Bank (anchor client)

• Lead end-to-end digital marketing for Soneri Bank, owning the content calendar, daily social posting, paid media, push notifications, website, PR and press releases
• Executed 115+ paid campaigns on Meta and other digital platforms with a PKR 5M+ budget, delivering 134M+ impressions, 70M+ reach and 22K+ leads
• Plan and deliver product launches, integrating paid, organic, PR and in-app notifications into one campaign plan
• Manage and mentor a 4-person team of designers and social media executives, delivering bilingual (English and Urdu) campaigns under tight timelines

My Jubilee app launch at Jubilee General Insurance

• Led the full-funnel launch of the My Jubilee app across teaser, launch and post-launch phases on Meta, Google, YouTube and LinkedIn, managing PKR 4.4M+ in paid media
• Drove 67,500+ campaign installs (65,600+ Android, 1,900+ iOS), 23% above target, helping grow total app downloads 3x from 39K to 123K
• Delivered 63M+ impressions from awareness campaigns, 84% above media plan estimates
• Cut Android cost per install from PKR 94 to about PKR 12 by shifting budget from Meta to Google App campaigns, more than doubling planned Android installs

Category Lead, Food at Zapp One System (E-commerce App) (2021-01 – 2024-02)

• Led the Food category end to end, managing a 6-person category team covering merchant sales, onboarding and design
• Onboarded 3,000+ food merchants, building the category's supply base on the platform
• Grew the category to 1,200+ daily food orders by negotiating merchant deals and category promotions
• Shared weekly deals with the marketing team for promotion and ran category-level influencer activity around merchant deals
• Maintained category records and advised management on long-term category plans

Sales & Marketing Executive at Catalyst Brand Management (2019-01 – 2020-05)

• Generated B2B sales at trade exhibitions by understanding client requirements and proposing tailored solutions
• Coordinated sample designs with the creative team to speed up client approvals
• Negotiated final offers and built long-term client relationships

Co-founder and Producer at Pivotal Creatives

Produced corporate profile videos for clients during university.

Assistant Production Manager (Intern) at Idreams Entertainment

• Created mood boards and wardrobe concepts for TV dramas

Assistant Script Writer (Freelance) at Filmic Excellence

Master's in Advertising – Iqra University (2022)

Bachelor's in Media Sciences – Iqra University (2019)