amina tahir
amina2911@gmail.com | +1 (437) 269-8049 | Toronto, ON M5V 0T6 | LinkedIn
summary
Seasoned marketing professional with over 13 years of experience in integrated marketing communications, content creation and project management. Committed to creating compelling content that resonates with a diverse audience and drives results. seeking new opportunities to leverage my creativity and team management skills in a versatile content/brand strategist or creative project management role.
experience
Content Creator (Freelance)
Feb 2021 - Present
Two and a half Monkeys | a home decor IG blog with 14K followers
★ Organically built a community of 14,000 people
★ Collaborated with 10+ brands for sponsored content and affiliate partnerships through compelling pitch emails
Founder & CEO
Oct 2018 - Present (Casual - On call)
Poof | a leading small beauty business promoting skin positivity and acne neutrality
★ Built a successful skincare business from ground up
★ Current conversion rate of over 7%, surpassing the industry average rate of 5% and a 33% customer retention rate, by implementing effective content techniques that continue to be both creative and optimized for search + all touchpoints of our customer’s journey
★ Actively changing the landscape and narrative surrounding acne and skin imperfections using inclusive language/communications and marketing based on inclusion and intersectionality. Encouraging more media representation of people with acne through influencer campaigns. Building one of the earliest skin positive communities in Pakistan with 27K people
Assistant Manager- Content Excellence, IMC
Oct 2018 - Dec 2019
The Coca-Cola Company | a global beverages marketing company
★ Managed Coca Cola Pakistan’s largest annual creative project: Coke Studio (Season 12)
★ Crafted compelling and engaging copy and content for all core and auxiliary content of Coke Studio Season 12 , resulting in the highest Brand Love Score (BLS; Coca Cola’s proprietory tracking tool to understand audience sentiment) ever recorded at 6.0 (against 5.8 of previous year’s)
★ Strategically launched the season with “Wohi Khuda Hai” - understanding audience sentiment - around Ramadan resulting in 58M views on YT
Senior Project Manager - Fashion
Jul 2016 - Sep 2018
Webworks| a fashion e-commerce/digital agency specializing in Magento development
★ Managed and mobilized the Design (Art), Content, and CRM teams - an 18-people core team - to execute tasks and projects timely, while ensuring an Agile way of working
★ Creative consultation for clients. Optimized their website and newsletter through innovative designs.
★ Identified and actualized 12 new partnership opportunities
★ Streamlined operations by introducing multiple delivery partners, resulting in a significant reduction in order fulfillment time from 2 days to same-day delivery, resolved customer issues, and conceptualized the design and UX of websites and mobile apps
★ Acted as the primary point of contact for clients, managing a portfolio worth $15 million
Consultant - Business Development (Project-based)
Jan 2016 - Jun 2016
Dawaai | a startup building pharmacies in emerging markets
★ Reorganized existing and introduced new product categories on dawaai.pk and well.pk – a portfolio of $3 million - resulting in a 25% decrease in Customer Acquisition Cost
★ Managed the business development team, devised B2B marketing plans and identified 25+ new brand partnership opportunities.
Head of e-Commerce
Sept 2015 - Jan 2016
Sapphire | leading high street fashion retail brand
★ Created the e-store from scratch and set up the entire ecommerce ecosystem with a two people team
★ Trained 6 major heads of departments as well as the logistics team on eCommerce and growth marketing. Introduced and championed a digital-first mindset
★ Coordinated with the web development agency, 4 courier companies, 3 banks, and all other third parties to meet initial KPIs; 80 orders/day, a 0.5% CVR target, 15,000 site traffic
★ Planned, defined and implemented continuous website changes and functional improvements leading up to the launch, led the launch marketing plans on digital media and offline, averaged 300 orders per day during launch week - almost 4 times the target
Category Manager
Jan 2013 - Jun 2015
Rocket Internet - Daraz | an AliBaba owned marketplace venture
★ Managed and trained a team of 3 buyers to onboard and sustain a portfolio of 200+ brands and $8 million
★ Achieved a month on month growth of over 30% in revenue and over 50% in product listings for the assigned categories
Creative Associate
Mar 2011 - Jan 2013
Argus | a full-service advertising agency in Pakistan
★ Led SIUT’s most successful Ramadan campaign to date in terms of donations (2 million PKR) and the remake of State Life’s renowned ‘Aye Khuda Merey Abu’ campaign
★ Devised editorial plans, English copywriting and proofreading all content with high accuracy - Got awarded the fastest promotion in the ad agency’s history
education
IBA, Karachi
June 2016
MBA (Marketing)
Sabanci University, Istanbul
Sept 2013
Erasmus Exchange Semester
IBA, Karachi
June 2010
Bachelor of Science (Computer Science)
skills
Skills: Content Strategy, Storytelling, Branding, Team Management, Art Direction, Project Management
Tools: Figma, Adobe Photoshop, Adobe Illustrator, Shopify, Microsoft Excel, Keynote, Meta (Facebook, Instagram), TikTok, Pinterest, Youtube, Twitter, Mailchimp