Designed and executed programmatic and communications strategies for the Development Policy Unit (DPU) including the SDGs Plus Programme, delivering policy recommendations to the Prime Minister’s Office and Ministry of Planning, Development, and Special Initiatives. Executed impactful outreach events and advocacy campaigns and facilitated stakeholder collaboration to address critical development challenges. Oversaw donor reporting to track programmatic impact and enhance accountability.
KEY ACCOMPLISHMENTS
• Led the development, publication, and outreach of flagship reports, including Development Advocate Pakistan (DAP) and SDGs Impact through Business: Sustainability Framework in line with UNDP’s strategic priorities.
• Offered strategic communication and policy support to federal and provincial SDG units by translating complex data into accessible formats for diverse audiences and facilitating the implementation of SDGs across provinces.
• Set a benchmark of excellence by formulating impactful outreach and advocacy strategies on key development issues in liaison with government, media, academia, CSOs, and development partners including for the Summit of the Future 2024.
• Strengthened advocacy and implemented initiatives on climate action, women empowerment, and youth-led development by building and managing strategic partnerships with government, media, academia, CSOs, and private sector stakeholders, including Jazz, Fatima Fertilizer, Islamabad Chamber of Commerce and Industry (ICCI), and Karachi School of Business & Leadership (KSBL).
• Contributed to strategic planning for an initiative to financially empower women with mobile wallets and vocational training in collaboration with Pakistan’s largest cellular service provide (Jazz).

divpDesigned and executed programmatic and communications strategies for the Development Policy Unit (DPU) including the SDGs Plus Programme, delivering policy recommendations to the Prime Minister’s Office and Ministry of Planning, Development, and Special Initiatives. Executed impactful outreach events and advocacy campaigns and facilitated stakeholder collaboration to address critical development challenges. span lang="EN-IN"Oversaw donor reporting to track programmatic impact and enhance accountability./span/p
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liLed the development, publication, and outreach of flagship reports, including Development Advocate Pakistan (DAP) and SDGs Impact through Business: Sustainability Framework in line with UNDP’s strategic priorities./li
liOffered strategic communication and policy support to federal and provincial SDG units by translating complex data into accessible formats for diverse audiencesspan lang="EN-IN" and facilitating the implementation of SDGs across provinces./span/li
liSet a benchmark of excellence by formulating impactful outreach and advocacy strategies on key development issues in liaison with government, media, academia, CSOs, and development partners including for the Summit of the Future 2024./li
liStrengthened advocacy and implemented initiatives on climate action and youth-led development by building and managing strategic partnerships with government, media, academia, CSOs, and private sector stakeholders, including Jazz, Fatima Fertilizer, and Karachi School of Business & Leadership (KSBL)./li
/ul/div

Led communications and knowledge management initiatives across 119 districts of Pakistan. Developed an SBCC strategy in alignment with SDG 3 to promote health and well-being and effectively use AI to identify TB hotspots and assist in informed programming and communications for advocacy related initiatives.
Key Accomplishments

Directed communications and knowledge management across 119 districts in Pakistan by leveraging AI to pinpoint TB hotspots, drive informed advocacy programming, and execute SBCC strategies aligned with SDG 3 objectives that enhanced health, well-being, and decision-making.
Designed a Pakistan’s first TB Preventive Treatment (TPT) focused national SBCC strategy in collaboration with the National TB Control Program and key stakeholders for nationwide implementation.
Organized national and provincial advocacy events to enhance TB program support, drive stakeholder engagement, and increase awareness of critical health priorities.
Launched and optimized digital assets by establishing guidelines and workflows to improve communication processes and boost organizational efficiency, program record retention, and DMS management systems.

 

Initiated and led the Signpost project in Pakistan. Trained and supported international Signpost moderators across multiple countries (Pakistan, Bangladesh, Afghanistan, Italy, Guatemala, Colombia, Niger, Kenya, Iraq) in AI-driven communication and data analysis. Identified and addressed gaps in protection-related issues (GBV, child protection), and delivered technical support to implementing partners for Signpost projects. Facilitated communication and offered information helpdesks for Afghan refugee communities in Baluchistan and Khyber-Pakhtunkhwa during emergencies. Led protection monitoring reports, situation reports, and donor updates for the country emergency team. Contributed to emergency communication strategies during floods, droughts, and displacement crises to enhance protection measures.
Key Accomplishments

Improved information access for vulnerable communities by managing digital awareness campaigns on critical issues, including COVID-19, civil documentation, healthcare, and social safety.
Led strategic communication and provided data-driven insights during emergency responses, including managing the Cholistan Drought Emergency and Flood Response efforts in Pakistan.
Analyzed platform performance metrics, optimized two-way communication channels, and handled social media campaigns to enhance engagement and response effectiveness.
Directed the implementation of the ‘Bolo’ initiative in Pakistan, a key initiative within the global Signpost program to improve access to vital information through digital helpdesks in remote areas.

Developed and implemented comprehensive communication strategies to promote PYCA’s mission and projects.
Key Accomplishments

Documented three years of policy advocacy impact, successes, and lessons learned, including client success stories and feedback, while identifying opportunities for future interventions, particularly for the Malala Fund’s “Empowerment of the Girl Child” initiative.

Served as the primary communications focal person for the Ehsaas Program for the Poverty Alleviation and Social Safety Division (PASSD) on the development of the national communications strategy on behalf of PPAF. Developed communications strategy and quarterly communication plans for AICS funded Program for Poverty Reduction (PPR). Managed media relations by writing and distributing press releases, coordinating interviews with PPAF officials and ensuring efficient media handling at PPAF events for enhanced visibility and outreach. Produced high-quality IEC materials in English and Urdu to ensure accessibility and clear communication to diverse audiences.
Key Accomplishments

Designed and executed communications strategies for the AICS-funded Program for Poverty Reduction (PPR), including the creation of impactful video documentaries and informational/educational materials (IEC).
Boosted outreach and engagement by managing and expanding PPAF’s presence across YouTube, Facebook, Instagram, Twitter, and LinkedIn.
Led the communication strategy development and implementation for the AICS-funded Program for Poverty Reduction (PPR), including overseeing the production of multimedia content such as video documentaries.

Represented SPARC as a strategic member of the Child Rights Movement (CRM) Executive Committee to steer lobbying efforts and strengthen strategic partnerships with key stakeholders. Interacted with national and international media personnel to conduct press conferences, live TV talk shows, and video documentaries. Built synergies with international organizations to deliver precise data and insights on children's issues in Pakistan to key entities, including OMCT, the EU, and the U.S. Department of State.
Key Accomplishments

Conducted in-depth primary and secondary research on child rights issues and produced data-driven reports, including the annual State of Pakistan’s Children report to inform advocacy and policy efforts.
Advanced child welfare initiatives through global media interviews on critical child rights topics while coordinating with key government ministries and commissions as SPARC’s spokesperson.
Led communication with international organizations for child rights advocacy initiatives, providing accurate data and insights on children's issues in Pakistan to entities such as OMCT, the EU, and the U.S. Department of State.

Formulated communications strategies for advocacy campaigns, including the creation of engaging digital content for social media platforms and PYCA’s website. Met PYCA’s advocacy goals while handling social media campaigns.
Key Accomplishments

Established strong partnerships with internal teams and external organizations to organize project activities according to PYCA’s action plans and ensure smooth execution and communication outcomes.
Created and monitored project budgets, tracked expenditures, and ensured timely development and submission of project reports to donor organizations.
Enhanced PYCA’s online presence and supported advocacy efforts while producing a wide range of digital content—including stories, photos, blogs, and videos.

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