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International Development and Relief Foundation (IDRF)Brand, Campaign & Web Evolution

Role: Director of Marketing & Communications
Duration: 2019 – Present


Project Context

Over the past 5 years, I have led the transformation of IDRF’s marketing and communications strategy, evolving it into a high-performing, design-driven, and donor-first operation. As Director of Marketing & Communications, I’ve overseen creative, digital, and brand initiatives across platforms — building cohesive campaigns and systems that serve both donor needs and organizational goals.

Campaign Ecosystems: 

Ramadan, Qurbani, Emergency Appeals
Multichannel Strategy & Creative Direction

I have directed the annual execution of full-scale campaigns for Ramadan, Qurbani, and emergency relief — year after year — ensuring consistency in brand voice, impact in storytelling, and performance in ROI. These campaigns involved a 360° approach, integrating video, design, advertising, and digital infrastructure.


What I did over 5 years:

  • Oversaw concept-to-delivery execution of seasonal and emergency campaigns
  • Directed teams in creating hundreds of design assets for print, web, and social
  • Crafted and upheld campaign architecture and visual identity across 12+ program countries
  • Managed six-figure advertising budgets, ensuring 10%+ ROI annually
Impact:
  • Increased Ramadan revenue by 30%+ year-over-year
  • Delivered consistent donor engagement growth and retention
  • Elevated IDRF’s brand perception through intentional, human-centered campaigns

Website Redesign & Optimization

Led Three Iterative Redesigns for Performance & Brand

Over the course of 5 years, I led three major redesigns of the IDRF website to support our evolving donor strategy and marketing goals. With each redesign, I focused on improving user experience, visual clarity, and alignment with key campaigns.

What I did:

  • Directed creative and technical teams to align UX with donor behaviour and SEO
  • Built scalable landing page systems for urgent appeals and country-specific asks
  • Implemented donation funnel optimizations using data-driven testing
  • Continually refined content hierarchy to guide users with clarity and purpose
Impact:
  • Boosted conversion rate by 42%
  • Reduced bounce rates by 19%
  • Created a modular site design that supports fast-paced campaign launches
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Creative Ops & Team Enablement

Systems-First Leadership with Asana & SOPs

As a systems-first thinker, I’ve spent 5 years improving internal workflows and operationalizing the creative process. I led the adoption of Asana across the marketing department — advocating for its use, building out custom workflows, and training cross-functional teams.

What I did:

  • Standardized project workflows in Asana for creative briefs, campaign execution, and review
  • Authored SOPs for campaign rollouts, brand application, and digital tools
  • Created onboarding resources and training materials, including video walkthroughs
  • Mentored a high-performing team of five creatives, enabling autonomy and collaboration
    Impact:
  • Reduced campaign production bottlenecks
  • Empowered the team to scale campaign output without sacrificing quality