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Yousuf Saifuddin

Address: Rostamani building, Floor 4, Flat 19, Nasser (Baniyas) Square, Dubai
Cell: 056-1952891/Landline: 04-2281871, E-mail: yousuferanpur@gmail.com, LinkedIn and Twitter: Yousuf
Saifuddin
Online
journalism

Social media

Corporate
Communications

News reporting

Marketing

PROFESSIONAL EXPERIENCE:
7DAYS (part of Al Sidra Media) (Dubai, United Arab Emirates)
Web Content Manager Web Desk; January 2013 April 2014 (full time)
Responsible for reporting and developing stories for the web version of the newspaper; reporting to the
Head of News and Digital Director:
Scouring local/ international news, agency websites, news wires and social media for stories
Pitching potential stories and story ideas to various desks in lieu with the editorial policy of the
newspaper. Covering events in the city for LIVE web coverage and print.
Developing stories, including head-line, copy, picture, caption, excerpt and related stories
Creating and generating original content
Evaluating all stories for legal and objectionable content, including background checks
Involved in formulating strategies for leveraging upon social media to promote stories, based on
analytics
Monitoring social media and site analytics to gauge reader engagement and leveraging upon
the data to improve content and reader experience, in turn driving traffic to the websites.
Working closely with the web development department to enhance user experience on desktop
and mobile platforms.
The Express Tribune (affiliated with The International Herald Tribune; part of the Express Media
Group) (Karachi, Pakistan)
Sub Editor Web Desk; May 2011 November 2012 (full time)
Responsible for reporting and developing stories for the web version of the newspaper; reporting to the
Web Desk editor:
Scouring local/ international news, agency websites and social media for stories
Coordinating with reporters for news stories and edit them for grammatical errors, vocabulary and
typos
Pitching potential stories and story ideas to various desks in lieu with the editorial policy of the
newspaper
Developing stories; including head-line, copy, picture, caption, excerpt and related stories
Evaluating all stories for legal and objectionable content, including background checks
Involved in formulating strategies for leveraging upon social media to promote stories, based on
analytics
Coordinating with various desks to create multimedia content including packages
Part of the evening shift comprising 3 individuals; the news desk comprised a total of 10 individuals
Compiling routine information like table, charts, social media analytics etc for analysis
Stories page: http://tribune.com.pk/author/2411/yousuf-saifuddin-2/
Blogs page: http://blogs.tribune.com.pk/author/535/yousuf-saifuddin/
Siemens (Pakistan) Engineering Co. Ltd.
Commercial Trainee Communications; April 2009 June 2010 (full time)
Overall responsible for conducting all corporate communication and commercial/operational activities;
event management, media relations, CSR and marketing communications for the company; reporting to
Director, Communications:
Involved in executing corporate communication programs, with the public at large and the investor

community, to enhance the organizations corporate image


Organize and participate in various conferences and events, in order to communicate the Siemens
products and brand, to all key stakeholders
Developing internal and external marketing/communications collateral: advertisements, company
website and internal portal, company Annual Report, Corporate Social Responsibility Report, Siemens
Ki Duniya newsletter and others i.e. brochures, ads, catalogues etc.
Conducting all communications activities in adherence to compliance and communications guidelines
from Siemens headquarters (Germany), as well as local company policies and procedures
Managed media and public relations, by liaising with different agencies registered with Siemens
Involved in creative brainstorming with in-house designer and agencies over designing of marketing
collateral
Involved in coordinating various Corporate Social Responsibility initiatives, in particular educational
initiatives, by providing scholarships and awards to deserving students
Responsible for developing and updating the Siemens Pakistan website, in coordination with the inhouse designer/webmaster, and with the Global Agency (Publicis)
Involved in various employee communications activities, including a Cash is King campaign to promote a
cost-saving culture amongst different departments and Business Units and a compliance awareness
program, where in a company wide survey was held, assessing effectiveness of compliance
Monitoring and controlling of the departments budget
SAP orientation: Intermediate
Managing a team of 5
O2 Communications (Karachi, Pakistan)
Client and Strategy Management Executive; September 2008 November 2008 (full time)
Actively contribute in supporting client needs, comprising of strategy planning and undertaking of
ATL & BTL campaigns
Assisted the Directors in preparing a comprehensive outline of potential CSR campaigns for JS Group
of Companies
Researched on the online Corporate Communications strategies adopted by industry leaders across
various industries
Four Corners Group (4CG) (Karachi, Pakistan)
Intern/Market Researcher; February 2008 - August 2008 (full time)
Worked on various marketing related projects: Industry Research and Competitor Analysis, aiding in
brand and product development
Web based research to assisting in strategy development on the basis of research analysis
Client Assignments: Kalsoft (I.T.): Re-Branding Strategy; Market Research on the South African Islamic Banking
industry and prospects for Pakistani banks in that market; Market Research and Franchise Development project for
a major South African restaurant operator Famous Brands; World Population Foundation: Assisted in
preparation of a Proposal Draft for a Sexual Health and Reproductive Health Rights program launch on behalf
of WPF in Pakistan; Market Research on the Real Estate industry of Pakistan for a major U.A.E. based
estate development company.
AkzoNobel Pakistan (formerly known as ICI), (Head Office)
Intern, Business Unit: Chemicals, Department: Marketing; June 2006 July 2006 (full time)
Group leader of a team comprising of 3 interns from IBA, LUMS and KU
Developed a comprehensive market research report on the Adhesives industry and market
consumption across various industries of Pakistan, to determine the feasibility of setting up an adhesive
plant within Pakistan, as an alternative to importing from National Starch Company (India and Malaysia)
Pakistan International Airlines, (Head Office)
Intern, International Relations, Department: Marketing; December 2005 January 2006 (full time)
Worked on a comprehensive report comparing Pakistani Airlines vs. Gulf based airlines on popular
Gulf routes

Had to conduct a thorough research, which included referring the OAG (a flight directory of global
airlines), liaising with prominent Karachi based travel agents and relevant departments at PIA
headquarters
EDUCATION:
Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Karachi
Bachelors in Business Administration (Marketing), 2003-2009
Electives included: Industrial Marketing; Advertising, Sales Management and Consumer Behavior
Research Thesis was on IMPACT OF BRAND AND PRODUCT EXTENSIONS ON BRANDS
The Avicenna School, Karachi
A-Levels in (Commerce), 2001-2003
Courses included: Business Studies, Economics, Accounting and General
Secured second highest marks in a critical analysis assignment on Dante Alighieris Divine Comedy
and the seven sins
The City School, Karachi
O-Levels (Commerce), 1999-2001
Courses included: nine subjects, with commerce related subjects being Commerce, Economics and
Accounting
Secured second position throughout the two year program
Arab Unity School, Dubai
Till class 9, 1988-1999
Rank holder
Excelled in all subjects

Active in co-curricular activities, including Talent Contests, sports and quiz contests; won the Talent
Contest three years consecutively as part of a group
EXTRA CURRICULAR ACTIVITIES AND ACHIEVEMENTS:
Assistant Designer in the Szabist Carnival Committee 2005
Rotaract (SZABIST) 2006-2008: Director (2006-07) and Member (2007-08), Club Services, Nominated
Rotaractor of the Month in 2007
The Corporate Nautankeez (theater group) 2005 present: Actor
Interested in IMPROV and stand-up comedy
WORKSHOPS/ SEMINARS ATTENDED:
BEST PRACTICES DAY 2008, November 2008: organized by Sidat Hyder Morshed Associates;
Participated as a member
Corporate Finesse: a 2 day event organized by SZABIST
The Power of Positive Attitude
Conquering the Clock a workshop on effective time management
SKILLS/INTERESTS/ACTIVITIES:
Playing outdoor ball sports, listening to music, singing and reading
Technophile and netizen; enjoy reading online articles and blogs about marketing,
entertainment, current affairs and technology
A social media enthusiast
Mentoring
Proficient in using Adobe applications
Proficiency in using Internet Applications and Microsoft Office Word, PowerPoint and Excel
Fluent in English, Urdu and Gujarati