Portfolio · Case studies · 2024 — 2026
Mashael Waqar
I don’t just plan campaigns. I run them.
Six companies. Six different growth problems. Marketing, social, events, brand management and B2B growth — delivered end to end.
Selected work
Five cases
Each brief was a different growth problem. Same owner from strategy through floor execution.
Case 01 · Popcorn Studio · Head of Marketing / CMO · Jan 2026 — Present
One marketing lead ran content, campaigns and three live events for an entire studio.
The challenge
Popcorn Studio ran multiple branches, brand integrations and live events with no single owner for marketing. Content, sponsorships and event production were being handled reactively and separately.
My approach
I took ownership of the full stack: content calendars and platform strategy, sponsor pitch materials, and on-ground production for Pop Fest, Basant Fest and Canva × Tapmad × Padel Night. Every event doubled as a content engine.
- 1M+
- Organic reach
- 25K+
- Live audience
- 3
- Flagship events
Case 02 · GreenX Media · Social Media Head · Agency, multi-client
Strategy, creative direction and content for nine client brands at once.
I built one creative operating system covering content planning, creative direction and campaign frameworks — flexed to each brand’s voice instead of starting from zero every time. The system scaled strategy across all nine accounts without dropping quality.
The roster · Second Cup · Coffee Fix Pakistan · The Melting Swan · ELO · NN Salon & Spa · ECruze EV · Misk · Bookd · Funzone Pakistan
Case 03 · Neutro Pharma Group · Assistant Brand Manager · Mar 2024 — Dec 2025
Three product launches, 20% portfolio growth and a 40% visibility lift.
I ran 360° campaign planning — ATL, BTL and digital — for three sub-brands, while keeping more than five internal departments and four external agencies in sync. The work held launches on schedule and supported an export branding push into new markets.
- 20%
- Portfolio growth
- +40%
- Brand visibility
- +15%
- Sales growth
Case 04 · Padel Pop & brand activations · Content & Event Head · Jan 2026 — Present
One activation calendar, 16 sponsor brands, run on the ground.
Wellness / entertainment / community-building. For each partner, I built a bespoke on-ground activation matched to the event audience, then ran sponsorship logistics, vendor coordination and floor execution — from first pitch to last teardown. At Padel Pop, content, offers and outreach are measured against daily footfall.
70M+ impressions/mo · 50M+ reach/mo · 100K+ followers · 10K+ Raya Club members · 25K+ / 35K+ / 10K+ footfall. Events: POPFEST, Basant Fest, Eid Fest at Defence Raya Fairways Lahore.
Add Panda Digital
TUC
National
DHA Lahore
Capri
Defence Raya
BRDB
3M
Collaborate Solutions
JS
Momenti
Case 05 · Stylique Technologies + The Chimera Marketing · Jan — Jul 2026
Consistent weekly qualified meetings from cold outreach across UAE and USA.
Stylique · Jan — May 2026
Data-driven prospecting to identify decision-makers and structured long-term follow-up sequences across calls, LinkedIn and email.
Chimera · May — Jul 2026
LinkedIn content and personal branding in parallel — pairing outbound with inbound credibility.
Weekly qualified meetings · UAE / USA markets · 3 outreach channels
LinkedIn Sales Navigator
Apollo
Clay
Smartlead
LinkedIn strategy
Personal branding
The takeaway
Marketing, content and events run as one system — not handed off between teams.
Profile · Mashael Waqar
Born and raised in the UAE. Marketing across events, brand and B2B growth.
Two years of marketing across six companies — content and events at studio scale, a nine-client agency desk, pharmaceutical brand launches, national activations, and cross-border B2B pipelines into the UAE and USA. Trained as a pharmacist, which is where the discipline around compliance, product claims and launch pipelines comes from.
Contact
Let’s build the next activation.
Open to campaigns, events, brand seats and B2B growth roles.