Kashaf Arif

Education

BSc (Hons) Management Science, Lahore University of Management Sciences

Specialization

Consulting, Digital Marketing, Data Analytics, Data Driven Marketing

Biography

Kashaf graduated from Lahore University of Management Sciences with a major in Management Science and Data Analytics. After she graduated, she worked with Nielsen Media Middle East as a market research executive and consultant. She found her interest in analytics and insights and managed 20+ clients across MENA, Pakistan and India region.

After working in Nielsen for one and a half years, she joined Unilever Pakistan as an Assistant Manager for the Consumer Marketing department.

Kashaf found her passion for digital media and transformation when she participated in L'Oréal Brandstorm, a global competition for innovators. She pitched an idea for the “Salon of the future” and from there onwards she became extremely passionate about digital technologies and how they help in effective data-driven decisions.

Why Digital Media?

The increasingly technological nature of jobs means that digital skills are necessary for employees to thrive in the modern workplace. In today’s world, these skills are highly valued but in the future, they will be vital. Hence, I have opted for this program so I could fully immerse myself in the field of digital.

Major Research Paper

The purpose of this research is to assess user engagement for a social media campaign by Amazon. This campaign encourages users and influencers to post pictures and videos of Amazon products as part of the influencer marketing program. Through this research, we aim to establish the platform which is best suited for advertisements of products. Once we have established a suitable platform for such marketing campaigns, we will then further analyze what other factors affect the engagement rate of posts. We will be considering factors such as usage of hashtags, type of posts, as well as sentiments which affect the engagement rate.