From mid-2020, I strategised and implemented a revamp in Tayaba's digital presence. The content had to become more branded, aesthetically pleasing and informative, but emotional storytelling became the heart of it all.

Whether from the archives or latest content, video content was produced like never before. Concepts depicting powerful messages were created using still pictures too, which were key in the process of conveying the socio-economic impact of Tayaba's H2O (Help-2-Others) Wheels.

Identified untapped areas across Pakistan, under our needs assessment criteria, to strategise further expansion & impact. Thereafter, led our successful expansion into Balochistan, Gilgit Baltistan & KPK, along with newer areas in Sindh. Coordinated the production of H2O Wheels as per identified needs and managed door-to-door transportation till on-ground volunteers/distribution partners. Collected and logged data of H2O beneficiaries from each distribution.

Responsible to lead our team of volunteers across all departments and ensure synergy, progress and achieving milestones as per our vision in alignment with relevant UN SDGs. Supervised HR to onboard volunteers and employees who best suited the organisation's vision, which includes the identification and onboarding of Tayaba's current acting CEO - Ms. Nida Yousaf Sheikh.

Extended my role into simultaneously heading Social Media for a complete revamp of Tayaba's owned digital channels. Introduced and implemented a new marketing strategy, focused on emotional and visual storytelling, displayed facts and statistics, special posts on important dates, beneficiary stories, celebratory posts of achievements/milestones, etc.