Develop and lead communication strategies for the Development Policy Unit (DPU), focusing on core policy communications, outreach, and advocacy for the SDGs Plus Programme and other initiatives, including policy recommendations for the Prime Minister’s Office and the Ministry of Planning, Development & Special Initiatives.
Oversee content curation, development, and publication of UNDP’s flagship National Human Development Report (NHDR) and Development Advocate Pakistan (DAP).
Partner with government bodies, media, academia, CSOs, and development partners to create impactful outreach and advocacy strategies on key development issues.
Manage multimedia communication and traditional/digital media campaigns, ensuring alignment with UNDP\'s goals and CO Communications Department standards.
Provide strategic communication support to federal and provincial SDG units, including policy data interpretation and presentation for diverse audiences.
Foster partnerships with external stakeholders for policy advocacy and organize key outreach events, ensuring compliance with UNDP protocols.
Enhance the visibility of DPU programs through innovative use of social media, advocacy campaigns, and collaboration with CO Communications Department.
Maintain databases for publications and assist in donor reporting for programmatic impact assessment.                                    

Lead the implementation of communications and knowledge management initiatives for Mercy Corps country office in Pakistan.
Develop a national Social and Behavior Change Communication (SBCC) strategy in consultation with the National TB Control Program and other stakeholders and ensure its nationwide implementation in line with SDG 3, ‘Ensure healthy lives and promote well-being for all at all ages’.
„  Work closely with HQ’s Program Performance and Quality team to finalize data visualization products.
Conduct advocacy related national and provincial level events for different components of TB program.
Conduct Focus Group Discussions with project participants, key stakeholders, and community members to get their feedback on program implementation and develop a comprehensive report with recommendations from communications perspective.
Develop and design archives and guidelines for archiving data for the country program.
Launch, develop guidelines and manage digital assets associated with the country program, including the Mercy Corps Pakistan website and social media accounts in accordance with Mercy Corps policies, procedures, and best practices.
Produce videos to highlight project success in the form of success stories, documentaries, project interventions, etc.
Train staff in photography and videography to enhance the availability of pictures and video clips available from the field.
Develop communications strategies in line with SDG 13 to find ways to advocate urgent action to combat climate change and its impacts. This is particularly in line with the recent floods devastation and emergency responses by Mercy Corps to help build more resilient communities in line with the organization’s 10 year strategy, Pathway to Possibility.
Promote communications based on SDG 5, ‘Achieve gender equality and empower all women and girls’ for more inclusive programming.

Lead the Signpost chapter in Pakistan called ‘Bolo’, which is a part of the Signpost Global initiative meant to improve access to information for vulnerable communities.

Identify gaps related to protection related issues (GBV & child protection), budgeting, and provide technical backstopping to the implementing partners for Signpost.
Support information helpdesks for Afghan refugees in Baluchistan and Khyber-Pakhtunkhwa.
Support communication and protection strategies during emergencies such as floods, droughts, and forced displacements.
Develop behavior change communication strategies, with focus on native languages for the target audience in remote areas of Pakistan. Undertaking regular monitoring and data analysis of signpost activities to assess and plan project interventions.
Protection Monitoring for existing IRC projects across Pakistan.
Ensure Signpost content for the bilingual digital platforms is accurate, complete, easy to understand and engaging for end users, as well as produced content produced in English and Urdu adheres to international standards.
Manage the Signpost style guide; update the editorial calendar, work with the global ICT team to resolve technical issues across platforms. Train Signpost moderators for two-way communication with target audience.
Digital and Mass Awareness Campaigns: Conduct digital and mass awareness campaigns related to COVID-19, civil and legal documentation, social safety, etc.
Provide support to Head of Technical Excellence, Signpost Team at HQ, and PRoL Technical Adviser regarding protection and communications related interventions.
Country Emergency Team: Provide support to the Country Emergency Team by producing the monthly trigger monitoring report, sitreps, COVID-19 reports, etc.
Analyze data for all digital platforms including the Signpost website in Pakistan, supervise two-way communication tickets, project specific information derived from digital platforms, social media management, digital campaigns, etc.

Project: Signpost Global Initiative
Lead Signpost chapter for Pakistan with the name of Bolo to provide accurate information on key services in the country adapted for vulnerable individuals and communities.
Signpost consists of a team of skilled frontline responders and support personnel who use journalistic and humanitarian expertise to ensure accurate information and product creation on the lived realities of vulnerable communities.
Reference Links:
English: https://www.bolo-pk.info
Urdu: https://www.bolo-pk.info/hc/ur
Global Initiative: https://www.signpost.ngo

Worked as Communications Consultant at PYCA for Malala Fund supported intervention, “Empowerment of the Girl Child through Sustained Education.”
Documented impact, successes and lessons learnt derived from 3-years of policy advocacy under the said initiative, including client success stories, feedback, and scope for future interventions.

Served as focal person for Poverty Alleviation and Social Safety Division (PASSD) to coordinate communications on behalf of PPAF for Government of Pakistan’s Ehsaas Program.

Media management, including writing and issuing press release, coordinating interviews with media personnel of PPAF officials and overseeing the smooth handling of media management at PPAF events.
Exercised hands-on approach and effective controls to lead the development of PPAF’s Communications Strategy and quarterly communication plans for PPAF’s Program for Poverty Reduction.
Communications focal person for AICS funded Program for Poverty Reduction (PPR), including budget management, and development and implementation of communications strategy, also led the Production of video documentaries.
Social Media Management of organization’s YouTube Channel, Facebook, Instagram, Twitter, and LinkedIn accounts.
Development of IEC material (English and Urdu).

Project: Program for Poverty Reduction
Communication focal person for the Program for Poverty Reduction (PPR), including creating a media plan, planning media engagements, producing documentaries to highlight PPR interventions, working on success stories and IEC material, etc. Financed by Italian Govt. through the Agency for Development Cooperation (AICS).
Reference Link:
https://www.ppaf.org.pk/ppr

Served as the manager of the research and communications departments and acted as spokesperson for SPARC and addressed national and international media personnel during Press Conferences, Live TV Talk Shows, and video documentaries (recordings of interviews available on request).

Conducted primary and secondary research, analysis, and generated reports based on data findings, including the yearly State of Pakistan’s Children report.
Performed duties as a strategic overlay to represent SPARC at CRM (Child Rights Movement) as an Executive Committee Member of the National Chapter of CRM and engaged in lobbying and networking with stakeholders.
Ensured the provision of data to international organizations based on primary and secondary information related to children’s issues in Pakistan, including OMCT, EU, and US Department of State.
Web Content Management: Critically evaluated digital content, provided feedback, ensured necessary website changes to web content, project reports, etc.
Coordinated with Government Ministries & Departments, including NCCWD, NCHR, NCPC, NCSW, and Ministry of Human Rights on behalf of SPARC & CRM.

Project: State of Pakistan’s Children Report (2016 and 2017 Editions)
Developed a snapshot of Child Protection issues in Pakistan with the financial support of Kindernothilfe. The report included statistics including primary and secondary research on child labor, violence against children, juvenile justice, children’s education, and health care facilities for children.
Publication Links:
State of Pakistan’s Children 2016: https://tinyurl.com/sparcpk2016
State of Pakistan’s Children 2017: https://tinyurl.com/sparcpk2017

Coordinate with internal resources and partner organizations for the execution of PYCA's projects.

Management of project budget, monitoring expenditures & costs
Maintain and monitor project plans and schedules.
Communicate major milestones and priorities, as well as bottlenecks and other problems, which affect a successful delivery.
Development and submission of project reports to donor organization.
Communications Strategy development and implementation.
Media strategy development and implementation.
Social media campaigns in line with for PYCA's advocacy goals.
Develop and strategize in producing digital content, including stories, photos, blogs, and videos to be used on PYCA's website.
Develop material for the press including press releases, stories, interview briefs, and other relevant media products.

Worked at Various Organizations; Providing Services Related to Communications, Data Management, Analysis, and Reporting, Oct 2009 – Oct 2013