Mariyem Abdi

Spearheaded digital strategy and roadmap for Aik Digital, aligning innovation with business goals, user needs, and regulatory standards. Launched Aik Digital App 2.0 and four mini-apps, driving end-to-end product delivery and cross-functional execution.

Executed product strategy for BaaS solutions by collaborating with internal teams, external partners, and processors to deliver scalable, innovative solutions. Led the execution of BaaS product offerings, including API integrations, deployment of Zconnect, and migration of existing partners from APIGEE to Zconnect.

Led end-to-end product marketing for assigned product portfolio including Corporate, Credit Cards, Debit Cards, Private Banking, Gold Finance & Savings, DFS, and Personal Loans. Identified metrics to assess the impact of marketing initiatives and overall customer lifecycle.

Led local campaigns to drive brand awareness and positioned Tapmad Originals and Exclusives titles to make them locally relevant and loved. Partnered with local agencies and internal teams to develop integrated communication projects.

Handled the entire client portfolio at East River and provided direction to team regarding tasks and completion. Monitored all internal and external communication and analyzed clients' needs to propose solutions in sync with communication and marketing objectives.

Led campaigns end-to-end from conception to defining objectives, execution, tracking, and reporting. Managed day-to-day of online and offline campaigns across multiple channels.

Worked as an Account Manager specializing in digital communications and practices. Focused on managing client relationships and delivering digital solutions.

Involved in programming and marketing for Karachi FM 96. Developed promotional strategies and managed marketing campaigns.

Completed a Master's degree in International Relations at the University of Karachi in 2014.

Completed a Diploma in Event Management at the Indus Valley School of Art and Architecture in 2010.

Completed a Bachelor's degree in Business Administration at the Defence School of Business Education in 2008.