Ayesha Khatib
Mabushi
Summary
Dynamic and accomplished social impact communications professional with over 15 years of experience in strategic communications, media relations, and digital marketing. Specialized knowledge in social business innovation and entrepreneurship from the prestigious London School of Economics & Political Science (LSE) as a Chevening Scholar. Proven expertise in leading and managing comprehensive communication strategies across diverse sectors, from market research to execution. Skills include designing, planning, and executing impactful campaigns and programs, with a strong track record in developing high-quality presentations, reports, case studies, and other communication materials. Expert in digital marketing, leveraging tools and platforms such as Google Analytics, search engines, social media, email, and digital influencing to drive engagement and achieve organizational goals.
Overview
2025
2025
years of professional experience
3
3
years of post-secondary education
Work History
Head of Corporate Communications
House Building Finance Company (HBFC)
6 2023 - 3 2024
- Company Overview: A public sector organization providing affordable housing finance to the citizens of Pakistan
- Developed HBFC’s communication strategy to promote housing finance to the target audience
- Led the annual communication plan to market HBFC’s affordable housing finance offerings across digital and non-digital platforms
- Established marketing partnerships with realtors and developers to further facilitate HBFC customers
- Oversaw all aspects of corporate communications, including media relations, internal communications, crisis management, and stakeholder engagement
- A public sector organization providing affordable housing finance to the citizens of Pakistan
Strategic Consultant (Part-time position)
The Citizens Foundation (TCF)
02.2023 - 03.2024
- Company Overview: Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
- Led the primary and secondary research for developing TCF’s all-female Teachers Professional Development (TPD) program
- Developed a customized framework to address teachers' professional development needs
- Onboarded a technology partner to develop a Teacher Learning Management System, ensuring technology requirements were met through rigorous due diligence
- Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
Career Break
10.2021 - 12.2022
- Studied Social Innovation and Entrepreneurship, focusing on building and sustaining socially responsible organizations through sustainable business models, revenue strategies, and partnerships
- My research project explored the reasons for overlooking multiple stakeholder voices in social impact measurement and proposed strategies for improving social impact measurement and management
Head of Marketing Communications
The Citizens Foundation (TCF)
09.2017 - 08.2021
- Company Overview: Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
- Led the planning and execution of TCF's communication strategy centered on human-interest storytelling
- Provided leadership to four specialized teams, including - Digital Marketing, Creative and Content, PR, and Fundraising Support while managing an annual budget of USD 1 million
- Oversaw and guided the development of TCF's proprietary global peer-to-peer digital fundraising platform
- Drove TCF’s global digital marketing and fundraising strategy raising about USD 5 million online funds in 2021
- Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
Creative Manager
The Citizens Foundation (TCF)
09.2014 - 08.2017
- Company Overview: Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
- Conducted research and story mining for donor and stakeholder communications
- Worked closely with the program teams to produce program and donor reports, articles, blogs, case studies, and other material to communicate impact
- Conceived and developed campaigns for fundraising, volunteer recruitment, and other activities
- Managed TCF’s website operations, including regular updates, blog post publishing, analytics, and content monitoring
- Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
Assistant Manager PR and Alliance
The Citizens Foundation (TCF)
07.2012 - 08.2014
- Company Overview: Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
- Developed and strengthened partnerships with media outlets to secure pro bono coverage of program activities
- Expanded and managed TCF’s Ambassador program, engaging public figures to endorse the organization
- Managed crisis communication and engaged with media outlets as needed
- Organized fundraising, donor appreciation and other stakeholder events for the organization
- Pakistan’s leading nonprofit formal education network, operating 1,800+ schools and educating 280,000+ learners
Communication Designer
World Wide Fund for Nature (WWF)
10.2011 - 06.2012
- Company Overview: The leading global organization in wildlife conservation and endangered species
- Collaborated with program managers to design communication for conserving the Indus ecoregion's biodiversity, promoting green energy, and supporting WWF’s WASH program
- The leading global organization in wildlife conservation and endangered species
Education
MSc. - Social Innovation & Entrepreneurship
London School of Economics and Political Science (LSE)
01.2022 - Current
MBA - Advertising and Media Management
Institute of Business Management (IoBM)
Skills
Project Management
Program Development
Technology Implementation
Senior Stakeholder Management
Business and Market Analysis
Budgeting and Forecasting
Customer communications
Influencer relations
Analytics tracking
Media training
Press releases
Corporate messaging
Speechwriting
Employee engagement
Editorial planning
Global communications
Trade show management
Influencer partnerships
Analytics reporting
Content Creation
Problem-solving abilities
Team Leadership
Multitasking
Creative Thinking
Time management abilities
Critical Thinking
Problem-solving aptitude
Team building
Public Speaking
Adaptability
Marketing campaigns
Public relations
Marketing strategy
Crisis Management
Professionalism
Reliability
Marketing campaign development
Sales Promotion
Negotiation
Brand positioning
Business Development
Competitive Analysis
Google Analytics understanding
Brand-building strategies
Product positioning
Budget Management
Media Relations
Web Analytics
Cross-Functional Collaboration
Direct Marketing
Media Buying
Performance Metrics
Seasonal campaign development
Integrated Marketing
Marketing lead generation
Launch new products
SEO activities
Develop campaigns
Marketing automation
Marketing campaign management
Product launch
Additionalinterests
An adventurer at heart, have been on mountain treks to the Nanga Parbat base camp at an altitude of 3,400 meters and Musa Ka Musalla peak at 4,080 meters at the junction of Siran and Kaghan Valleys.
Timeline
Strategic Consultant (Part-time position)
The Citizens Foundation (TCF)
02.2023 - 03.2024
MSc. - Social Innovation & Entrepreneurship
London School of Economics and Political Science (LSE)
01.2022 - Current
Career Break
10.2021 - 12.2022
Head of Marketing Communications
The Citizens Foundation (TCF)
09.2017 - 08.2021
Creative Manager
The Citizens Foundation (TCF)
09.2014 - 08.2017
Assistant Manager PR and Alliance
The Citizens Foundation (TCF)
07.2012 - 08.2014
Communication Designer
World Wide Fund for Nature (WWF)
10.2011 - 06.2012
MBA - Advertising and Media Management
Institute of Business Management (IoBM)
Head of Corporate Communications
House Building Finance Company (HBFC)
6 2023 - 3 2024
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