Strategic Projects

Entering Silicon Valley

In 2019, a Silicon Valley based startup was aiming to launch in the $2 billion industry of personality tests. They were looking for an impactful roadmap to launch their personality test application for smartphone users.

Along with a team of 4 from the Schulich School of Business, I have developed a holistic marketing strategy for the startup in a span of 3 months. The strategy was centered around building a community of personality quiz participants by leveraging the power of digital media and micro-influencers.

The strategy has enabled the startup to develop a full-proof plan for launching and addressing challenges in the short and medium term.

Enhancing Efficiency in Strategic Planning

Ontario's Ministry of Transportation is one of the most visible ministries of province with frequent announcements and media engagement events - resulting in heavy workload for the central communication team, and risking over saturation of the outreach.

To mitigate the risk of over saturation and increase efficiency in strategic planning, I developed a tool that enabled the team to forecast better and measure the impact of the initiatives.

This change management initiative has helped the leadership make executive decisions, enhance strategic cross-divisional collaboration, and become tactical in leveraging key marketing communication channels.

Changing Behaviour Through Promoting Safe and Orderly Migration Practices

In 2017, the European Union tightened its borders and introduced a number of policies and programs to send back people to their home countries who were illegally staying in the region. It was identified that Bangladeshis were among the highest number of migrants overstaying in Europe, and there was a need for awareness at different stages in the migration/immigration journey.

This resulted in a nationwide awareness raising project where I was responsible for strategizing and implementing a 360-degree campaign with more than 1500 community theaters, 422 billboards, 1 docu-drama, 4 public service announcements on TV with 700 spots and 1 radio show within 60 days.

Building Resilience For Refugees

In 2017, nearly 1 million Rohingya refugees fled violence in Myanmar. There was an urgent need to increase humanitarian assistance to ensure their basic survival needs were met.

As the communications focal for the United Nations Migration Agency in Bangladesh, I initiated a fundraising campaign on social media to support the humanitarian programming that saw a massive increase in donations within a few months’ time.

COVID – 19 Pandemic and Beyond

Kenya - a multi ethnic, multi cultural, middle-income country was heavily affected by the COVID – 19 pandemic. By October 2020, there were forty seven thousand positive cases and were continuing to rise. One of the largest communities affected by COVID were the migrants. The demand for migrant protection services during the pandemic was high and revealed a gap in referral and assistance. There was a need to review the existing structures to cater for future emergencies to ensure that at-risk groups receive adequate assistance. As a result, IOM mission in Kenya needed to come up with a new strategy addressing short and long term migration related challenges.

To support the strategic engagement for IOM Kenya, working closely with cross functional teams, I developed a multi year communication strategy that helped the organization position itself as a catalyst for transformation during the pandemic as well as in a post COVID world.

The multiyear strategy took into account advocating for the IOM Kenya strategy with relevant key messages, channels for engagement and restructuring and strengthening the communications unit to provide strategic communications support.