Sarah

Media and communications leader with 8+ years in progressively senior marketing and channel-management roles (25 years total professional experience), designing and executing multi-channel campaigns-print, broadcast, and digital/social-that build audience engagement, reach, and institutional visibility. Proven record owning go-to-market execution end-to-end: content strategy, budget planning, vendor and media-partner relationships, and performance reporting to senior leadership. Directly manages organic social channels (Facebook, Instagram, X, LinkedIn) and coordinates paid placements with print, TV, and radio outlets.

Builds and develops teams, having trained and led media staff and cross-functional stakeholders toward shared goals. Applies data and statistical analysis (SmartPLS, Power BI) to inform strategy and reporting. Currently pursuing an MSc to strengthen strategic marketing and analytics capability.

Looking to bring this cross-channel campaign leadership, team-building, and audience-growth track record to a Growth Marketing role.

Director – Media & Marketing - University of Wah - Wah Cantt, Pakistan

(2023)

• Lead the Directorate of Media Publications and FM 101.8 Radio Station, setting content and channel strategy across print, broadcast, and digital platforms to grow institutional reach and engagement.
• Own end-to-end go-to-market execution for university communications-annual report, newsletter, documentaries, and promotional campaigns for major events (education expos, exhibitions, convocations)-coordinating with corporate and media partners to hit delivery deadlines.
• Manage and optimize the university's organic digital channels (website, Facebook, Instagram, X/Twitter, LinkedIn), ensuring accuracy and timeliness of published content.
• Direct design and production of promotional assets (brochures, flyers, banners, souvenirs) used for brand-building and marketing campaigns.
• Maintain a database of designers, publishers, vendors, and media contacts, and negotiate paid placements and coverage with print, TV, and radio outlets.
• Own the department's annual budget and report campaign and channel performance to senior leadership (Chancellor, BOG Chairman, Vice Chancellor), adjusting strategy based on results.
• Build, train, and develop the media team through targeted courses, workshops, and seminars, and lead ISO 21001 (Educational Organizations Management System) implementation for the department.
• Collaborate cross-functionally with academic leadership, corporate partners, and media houses to align campaigns with institutional objectives and troubleshoot delivery issues creatively.

Deputy Director – Media & Marketing/ Media Coordinator - University of Wah - Wah Cantt, Pakistan

(2015 - 2022)

• Progressed from Media Coordinator to Deputy Director, taking on growing ownership of radio programming, media relations, and campaign execution.
• Led the 2017–2018 launch of FM 101.8 Radio Station, from installation through on-air operations-a new organic channel for the university.
• Planned and executed media coverage and promotional campaigns for university convocations and education expos, earning multiple appreciation awards for campaign impact.

Assistant Registrar, Admin & HR / Lecturer, Management Sciences - University of Wah - Wah Cantt, Pakistan

(2010 - 2021)

• Coordinated HR policy design and rollout, talent acquisition, and compliance reporting in close collaboration with department heads.
• Taught undergraduate courses in Management and HR (2020–2021), translating strategic concepts into applied instruction.

Manager – Admin & HR / Project Coordinator - IC Semiconductor Private Limited - Hassanabdal, Pakistan

(2002 - 2010)

• Built the company's HR, Administration, and Transport functions from the ground up, including policy design and implementation.
• Managed a plant installation, commissioning, and trial-production project, coordinating budget, compliance, and audit processes.

Company Secretary - Pakistan Lights Private Limited - Rawalpindi, Pakistan

(2003 - 2006)

• Managed stakeholder communications, executive meeting proceedings, and statutory compliance reporting.

Master of Science (MSc) - Arden University (2025 - 2026)

Master of Science (MS) - University of Wah (2018 - 2020)

MBA - Preston Institute of Management Science & Technology (2000 - 2002)

HRM Diploma - NUST, Rawalpindi (2006 - 2006)