One Under 30: Young Marketer Spotlight – Marium Khan

Highlighting young talent in the ad world – one person at a time.

As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-comers in the ad & marketing world – one person at a time.

This time we talk to Marium Khan, Manager Digital at Starcom Pakistan in Karachi.

Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the job, what she’s not so crazy about, some of her favorite campaign work, and more.


 

The Basics

Name: Marium Khan
Age: 27
Company: Starcom Pakistan
Position: Manager Digital
Hometown: Karachi
Current Location:
Karachi
Education: Iqra University, Media Sciences in Advertising – 2018


Seven Questions

How did you get your first break in the industry?

My journey into the captivating realm of digital media and advertising began during my days as a media student. Fueled by a profound passion for this dynamic field, I embarked on an exciting exploration that transformed my academic projects into extraordinary feats. It was a journey that commenced six years ago, marked by a fervent commitment to self-education and hands-on projects that defined my initiation into the world of digital advertising.

My breakthrough moment arrived through a strategic blend of networking at university events, active engagement on social media, and maintaining a constant connection with my seniors. This proactive approach bore fruit in the form of incredible opportunities and collaborations that not only shaped my early professional experiences but also set the stage for my remarkable journey.

The turning point manifested itself when I secured an internship at Synite Digital. In a whirlwind six weeks, my dedication and skills were recognized, and I was offered a full-time position. This role catapulted me into the heart of the action, managing a diverse portfolio of brands that added an extra layer of excitement to my career.


 

What is your personal mantra?

Embrace the philosophy of live and let live, free from judgments.

From what person, place or thing have you drawn your greatest creative inspiration?

Traveling has been a profound source of inspiration for me. Experiencing diverse cultures, meeting people from different walks of life, and immersing myself in new environments have consistently fueled my creativity. It broadens my perspective and adds layers to my approach in crafting impactful strategies.

What do you love about the job?

I thrive on the dynamic nature of digital marketing. The constant innovation, the fast-paced challenges, and the opportunity to make a tangible impact for clients and brands make each day exciting. Moreover, the ability to blend creativity with data-driven strategies allows me to bring fresh and effective solutions to the table.

What about your job are you not so crazy about?

One aspect of my job that I find less appealing revolves around the challenges associated with unclear client briefs. While I thoroughly enjoy the dynamic nature of crafting digital campaigns and strategies, the ambiguity in client expectations can lead to a series of additional meetings and iterations.

When clients provide a clear and detailed brief, including specific KPIs and desired results, it streamlines the entire process. It not only saves valuable time but also reduces the associated costs tied to multiple meetings aimed at refining and aligning strategies.

Clarity in communication from the outset would significantly enhance efficiency, allowing us to focus more on the creative and strategic aspects of the campaigns rather than repeatedly revisiting initial plans.

What is some work you’ve done that you’re most proud of?

I take great pride in the KFC “Feel Good” campaign, which not only secured an Effie Award in 2022 but also demonstrated the impactful synergy of creativity, analytics, and strategic thinking.

This project involved crafting a comprehensive digital strategy that markedly enhanced brand visibility, fostered brand love, and achieved noteworthy engagement and conversions.

I’d like to highlight another noteworthy project for L’Oréal Paris Pakistan – “Fit Me As I am”, which clinched a Golden Dragon at Dragons of Asia.

This campaign carries a powerful message, particularly for young Pakistani women grappling with unrealistic beauty standards related to their skin tone. Maybelline New York encourages them to defy conventional beauty norms and celebrates shade diversity and inclusion at its core.

The best-selling foundation empowers women to embrace their unique skin tones by offering all 16 shades, catering to 99% of Pakistani skin tones. The campaign implemented a 360-degree media strategy, utilizing TV, digital platforms for paid content, influencer marketing, and launching on various e-tailers’ websites.

Key highlights of the campaign include:

  • Collaboration with 180 influencers to generate buzz
  • Introduction of a Branded Hashtag Challenge on TikTok for the first time
  • Educational content on product usage
  • Reaching 5.3 million people on TikTok
  • Substantial increase in online purchases across various e-commerce platforms

If you had to choose another career what would it be?

It would be a teacher or a lawyer!

Despite thriving in the energetic world of digital marketing for over six years, my heart leans towards a career as a lawyer or a teacher. My extroverted nature, honed in the dynamic marketing field, would find a new outlet in advocacy or education. Both paths resonate with my passion for effective communication and making meaningful connections, presenting exciting avenues for personal and professional growth.

Picture of BIA Staff

BIA Staff

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