Strategic reputation management and branding of LUMS. Marketing of all Schools and academic Programmes. Management of all central internal and external Communication.

Took charge when the Office was dysfunctional for 5+ years, with a high turnover and 3 predecessors leaving in 3 years. Structure, data and processes were missing.

Successfully turned the department around in 2 years with a well-defined structure, redefined roles and formal SOPs to streamline internal communication and stakeholder management, and increased admissions for all programmes.

Key Achievements include:

Re-defined the LUMS brand & positioning while working with all internal stakeholders. Developed the first formal LUMS Brand Document and introduced formal standards for all marketing campaigns.

Strategically shifted anecdotal marketing at LUMS to data-driven and ‘informed’ marketing. Developed a strong reporting and feedback mechanism for campaigns and activities to understand programme perception and analyse marketing impact. This analysis drives future strategy and marketing plans.

Led the admissions campaign for all programmes to attract the best & brightest students from all backgrounds. Consistent increase in the number and quality of applicants across programmes for over 3 years.

Successfully addressed LUMS perception challenges to enhance brand reputation and improve admissions. Increased undergraduate financial aid applications over last 3 years with improved financial support awareness for all programmes.

Shifted focus from almost 100% print communication to an active and vibrant social media communication which now spearheads all university communication.

Rebuilt LUMS PR from mere crises management to now building a strategic reputation.

Established a new Media wing to develop the digital portfolio of LUMS.

Conceived and led the first formal international marketing campaign for LUMS to attract top quality students from Nepal and Sri Lanka for the LUMS MBA Programme

Head of Business School Placement Unit for MBA/Executive MBA (EMBA) placements.

Instituted the MBA Placement Office at the Business School at LUMS. Developed strategy and established operational systems and processes to achieve desired goals.

Implemented a sector-wise strategy to improve the quality and rate of MBA placements. Conceived and implemented a clear segmentation of MBA graduates into entry and lateral candidates for the employer market, resulting in an improved lateral to entry hiring ratio.

Founded and implemented initiatives for the 2-pronged MPO strategy; facilitate recruitment and prepare for recruitment.

Initiatives to facilitate recruitment include the MBA Networking Nights, MPO Website, Sector-wise Alumni Panel Discussions and the MBA Recruiter’s Guide.

Initiatives to prepare graduates for recruitment include Profile Interviews, Functional Mock Interviews, Career Development Workshops and MBA Externships.

Established a detailed reporting and feedback mechanism for a data-driven and informed MBA recruitment strategy. These include student and employer surveys and evaluations forms.

Joined LUMS as Officer at CDO in Dec 2005.

Appointed as the interim Head in the absence of the Manager and during the critical decentralization of the department into CSO and MPO.

Developed department SOPs.

Led the design and development of a dedicated CDO website that still serves employers and students.

Designed and implemented several initiatives that have now become one of the mainstream events and services at CSO. These include the Annual Career Fair, Annual Education Expo, Recruiter’s Guide and Mock Interviews for Students