United Arab Emirates

Branding and Identity Design

Branding

Digital Marketing

Content Marketing

Offline Marketing

Direct Marketing

Account-based Marketing (ABM)

Product Marketing

Y Combinator Startup School

Institute of Business Management

Ayesha Mehmood

Founder

Social media marketing

Communication

Collaboration

Problem-solving

Critical-thinking

Team player

Presentation skills

Stakeholder management

Leadership

Analytical skills

Affiliate marketing

Email marketing

Influencer marketing

Market research

Marketing strategy

Viral marketing

Video marketing

SurveyMonkey

Tiktok

Trello

Typeform

Vimeo

Webflow

WordPress

Youtube

Zapier

Airtable

Amplitude

Asana

Bubble

Canva

ChatGPT

Facebook Ads

Google Ads

Google Data Studio

Hotjar

HubSpot

Instagram Ads

Jira

LinkedIn Ads

Mailchimp

Miro

Mixpanel

Monday

Notion

Google Analytics

SEMrush

Brand positioning

Content pipeline

Brand strategy

Campaign execution & analysis

Community management

Content creation

Content strategy

Email writing

Budget management

User research

Introduce yourself, define mentoring expectations and goals. Learn and grow together.

General mentorship

Navigating micro-aggression, getting paid what you are worth and finding a community.

Being a woman in tech

Understanding factors that lead to a motivated team - recognition, communication and more.

Keeping team members motivated

Understand the process of training, motivating and directing your team members.

Managing people

How to create a positive workplace culture that drives collaboration and productivity?

Fostering a good team culture

Steps to building and maintaining a strong, cohesive and effective team.

Building an effective team

Learn the tips to successfully manage a team in a remote environment.

Managing a remote team

How to determine what is a good balance of skill sets for your organization's needs

Building balanced teams

Decision making as a software engineer or lead - how to become better at making the right choices

Making better tech choices

How to set up the team for success by defining and measuring team's performance.

Choosing metrics and team goals

How to define and execute a successful launch and managing stakeholders expectations. (eg. MVP)

Launching new products or features

Identify and define potential product problems and generating possible solutions.

Identifying problems vs solutions

Learn how to properly present your work and share ideas and opinions.

Presenting your work with impact

Tips on how to work and collaborate with designers.

Working with designers

How to work with team members with different skill sets but towards a common goal?

Working cross-functionally

Explore different generative and evaluative research techniques. User research synthesis and presentation.

Conducting good user research

Navigating the working relationship with PM's and engineers as a designer.

Working with product and engineering

As a founder, I lead strategic initiatives, driving our mission to simplify marketing complexities and deliver impactful growth solutions. My role includes defining brand strategies, developing martech foundations, and overseeing comprehensive marketing campaigns. I focus on leveraging innovative approaches to empower businesses and ensure scalable and sustainable growth through strategic partnerships and client-centric methodologies.

Owned the full marketing funnel for both B2B and B2C initiatives at Traveazy, successfully launching and scaling brands like Holidayme, Umrahme, and Locands. Led the B2C travel tech brand launch across MENA, achieving a 13x ROAS and 35x GBV growth in six months. Expanded into the EU and tested markets in the US and Canada. Managed multi-channel digital ads, implemented robust tracking tools, and launched the B2B SaaS platform Holidayme. Developed data-driven strategies, led the marketing team, and fostered strategic partnerships for growth.

I played a key role in driving product-market fit at Hala through market research, segmentation, and identifying a compelling USP. I established brand fundamentals, including visual identity, content guidelines, and marketing OKRs, while improving SEO performance, boosting organic traffic from page 5 to page 2 in just two months. My first brand campaign resulted in a 168% increase in organic leads and a 32% rise in direct leads.

At Wecover, I built the brand from scratch, creating its logo, guidelines, and online presence, while implementing marketing tools like Google Analytics and HubSpot. I also led UI/UX and content design for the website and ensured smooth cross-functional collaboration to achieve company-wide OKRs.

Appointed as Country Manager and promoted to Head of Marketing within a year at Swvl. I created a 2-year strategy aligned with growth plans, resulting in an 8X increase in Topline, 4X growth in Intercity products, and 10X growth in Intracity products. I also won the Brand Icon of the Year Award in 2021.

I built brand fundamentals, increasing ToMA by 65% in 8 months, and led communications for Swvl’s NASDAQ listing across 12 regions. I launched two new verticals, Swvl Travel and Corporate, doubling growth and driving a 30% MoM increase in users. I developed brand strategies for 2021-2023 and designed new brand guidelines and tone of voice for each vertical.

Additionally, I played a key role in establishing Swvl’s global positioning, ensuring strong consumer perception and a competitive edge, while assisting the global team in launching markets across MENA and strategizing for LATAM, South, and Far East Asia.

Led multiple 360 campaigns and multiple micro-campaigns, driving a 230% increase in growth. Served as interim Head of Marketing for a year, managing a €50 million annual budget across brand and growth functions. Launched 3 new verticals, HomeChefs, Pickup & Shops, and expanded to 38+ new cities. Introduced key product features like Wallet, Instant Refunds, and Reward Points in collaboration with the product and ops teams.

Managed digital and traditional marketing, brand building, growth hacking, and internal/external communications to drive acquisition and retention. Developed SOPs and dashboards for efficient budget management, particularly for Cashback spends. Spearheaded the creation of an annual marketing calendar, go-to-market strategies, and managed the end-to-end consumer funnel, from targeting to referral.

Led digital transformation initiatives for foreign brands like Tory Burch, Kate Spade, and KKR, conducting digital brand health checks to ensure optimal performance. Managed SEO projects to drive visibility and organic traffic growth, while devising digital strategies and performing comprehensive audits.

Executed social media campaigns to boost brand awareness, and created marketing collateral including presentations, brochures, and white papers. Maintained web and social media presence, optimized corporate websites, and supported sales calls, product demos, and press release development.

Managed key accounts across industries including FMCG, Automotive, Finance, and Fashion Retail, working on 36 360 campaigns and repositioning a major fashion retail brand.

I provided product management expertise, advised on brand positioning and consumer research, and collaborated with creative teams to develop TVC concepts and ensure smooth production. I created short- and long-term marketing plans, launched nationwide customer follow-up campaigns, and wrote client reports to track campaign effectiveness.

Also acted as the liaison between clients and the agency, ensuring effective communication, managing campaign budgets, and overseeing media mix coordination across electronic and press channels.

Conducted a census for Shell Petroleum and performed consumer research for TCG brands like LG and Samsung. Worked on retail audits, market intelligence, and census reports for various brands.

I led statistical activities for marketing research studies, including data collection, analysis, and report preparation. Delivered comprehensive reports summarizing research findings, providing actionable conclusions and recommendations.

Ayesha Mehmood🇦🇪

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