PROFESSIONAL HEADSHOT

IMAN AZMAT

CREATIVE DISRUPTOR

Executive Creative Director & General Manager

Leading creative transformation at Conglo for Zong CMPak

LAHORE, PUNJAB, PAKISTAN

A creative leader who disrupts conventional advertising through the unique lens of someone who has lived on both sides of the media - as the voice people wake up to on radio, and as the strategist who shapes how brands speak to millions.

"CREATIVITY IS REBELLION AGAINST THE ORDINARY"

THE MANIFESTO

CREATIVITY IS REBELLION AGAINST THE ORDINARY

THE CREATIVE REVOLUTIONARY'S CREED

For over a decade, I've been dismantling the walls between traditional media and modern brand strategy. My journey from radio waves to corporate boardrooms isn't just career progression - it's a masterclass in understanding how messages truly resonate with people.

When you've spent 12 years as the voice that accompanies people through their daily routines, you understand the intimate relationship between content and audience in ways that pure strategists never will. This unique perspective allows me to create campaigns that don't just speak to consumers - they speak with them.

CORE REVOLUTIONARY BELIEFS

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AUTHENTIC STORYTELLING OVER FLASHY CAMPAIGNS

Every brand has a human story waiting to be told. My role is to find that authentic voice and amplify it across all media channels, creating genuine connections rather than manufactured moments.

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MEDIA PSYCHOLOGY DRIVES STRATEGY

The best creative directors are those who've been on the receiving end of creativity. Having lived as both the messenger and the strategist gives me unique insights into audience behavior and content consumption patterns.

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CULTURAL UNDERSTANDING IS EVERYTHING

Brand strategy without cultural understanding is just expensive guesswork. My multicultural media experience allows me to navigate global brand standards while maintaining local cultural relevance.

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CONVERSATION OVER BROADCAST

Every campaign should feel like a conversation, not a broadcast. This philosophy stems from years of radio hosting where engagement was immediate and authentic - a principle I bring to every brand strategy.

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TRADITIONAL MEETS DIGITAL INNOVATION

The future of advertising lies in the marriage of traditional media wisdom and digital innovation. My unique position allows me to bridge these worlds seamlessly.

THE AUTHENTIC DISRUPTION METHOD

My creative process starts with understanding the human story behind every brand challenge. Having been on both sides of media - as the voice people trust and as the strategist crafting messages - I approach every project by first asking: 'How would this sound if I were talking to my radio audience?' This grounds even the most complex brand strategies in authentic human communication.

THE MULTI-MEDIA REVOLUTIONARY

UNIQUE BACKGROUND THAT SHAPES EVERY STRATEGY

WHERE TRADITIONAL MEDIA MEETS MODERN STRATEGY

The advertising industry often treats traditional and digital media as separate entities. My unique position allows me to see them as complementary forces. Radio taught me the power of consistent, authentic voice. Television showed me how visual storytelling amplifies that voice. Digital platforms give me the tools to make those stories interactive and measurable.

12 YEARS RADIO MASTERY

FM91 Pakistan - "Radio Genie"

Twelve years behind the microphone taught me the art of authentic communication. Radio is the most intimate medium - you're literally in people's cars, homes, and daily routines. This experience gave me an understanding of audience psychology that no marketing textbook can teach.

Skills Gained:
  • Live content creation and real-time improvisation
  • Deep understanding of media consumption patterns across demographics
  • Authentic, conversational communication style that builds trust
  • Real-time audience engagement and feedback interpretation
  • Content timing optimization for maximum emotional impact
How This Influences My Advertising Work:

Every campaign I create starts with the question: "How would this sound if I were talking to my radio audience?" This grounds even the most complex brand strategies in authentic human communication.

TELEVISION HOSTING & PRESENTING

Visual Storytelling Mastery

Television hosting added visual storytelling to my communication arsenal. Understanding how body language, visual elements, and spoken word work together to create compelling content. This experience bridges the gap between radio's audio intimacy and digital media's visual demands.

Enhanced Capabilities:
  • Visual storytelling and non-verbal communication mastery
  • Understanding of how visual elements support narrative
  • Camera presence and visual brand representation
  • Integration of audio and visual messaging for maximum impact

EVENT HOSTING & MC

75+ Live Events Commanded

Live event hosting across 75+ events taught me how to read audiences in real-time, adapt content on the fly, and maintain engagement in unpredictable environments. These skills translate directly to campaign execution, client presentations, and crisis management.

Live Performance Skills:
  • Real-time audience reading and adaptation
  • Improvisation and quick thinking under pressure
  • Energy management and crowd engagement
  • Professional presentation and public speaking mastery

ACTING & PERFORMANCE

Character Development & Emotional Connection

Acting background provides deep understanding of character development, storytelling, and emotional connection - all crucial elements in brand communication. Understanding how to embody different personas helps in developing authentic brand voices and customer personas.

Character & Brand Development:
  • Deep understanding of character motivation and development
  • Emotional storytelling and connection techniques
  • Authentic persona creation for brand voices
  • Understanding of audience empathy and emotional triggers

THE REVOLUTIONARY ADVANTAGE

This diverse media background creates a unique advantage in the advertising world. Most creative directors come from either traditional advertising or digital backgrounds. Few have lived as the voice people trust AND as the strategist crafting brand messages. This dual perspective allows me to:

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UNDERSTAND BOTH SIDES OF THE CONVERSATION

Having been both the messenger and the strategist, I understand how messages are received, not just how they're crafted.

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CREATE AUTHENTIC BRAND VOICES

Years of being a trusted voice taught me what authenticity sounds like - and how to maintain it across different platforms and campaigns.

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BRIDGE TRADITIONAL AND DIGITAL SEAMLESSLY

Understanding both worlds allows me to create integrated strategies that leverage the strengths of each medium.

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MAINTAIN AUDIENCE CONNECTION AT SCALE

Radio taught me how to feel personal to individual listeners while reaching thousands - the essence of effective brand communication.

THE REVOLUTIONARY JOURNEY

DETAILED CAREER PROGRESSION & CREATIVE EVOLUTION
2025

CONGLO

COMPANY LOGO
Executive Creative Director - Zong CMPak
Current Position | Lahore, Pakistan

LEADING CREATIVE TRANSFORMATION

Currently spearheading the creative transformation for one of Pakistan's largest telecom brands. Responsible for developing integrated campaigns that span traditional and digital media while managing cross-functional teams to align brand strategy with market positioning.

Key Responsibilities and Achievements:
  • Leading brand refresh initiative for Zong CMPak, integrating traditional media expertise with modern digital strategy
  • Managing creative teams across strategy, content creation, and campaign execution departments
  • Working directly with CMPak leadership to develop consumer behavior insights gained from 12 years in radio broadcasting
  • Creating campaigns that leverage understanding of audience intimacy while building emotional connections with diverse consumer segments
Creative Approach:

Combining radio broadcaster's understanding of audience intimacy with strategic brand positioning to humanize telecom services and create authentic consumer connections.

2024

LAKE CITY HOLDINGS PVT LIMITED

COMPANY LOGO
General Manager Creative Marketing and Strategy
6 months | Lahore District, Punjab, Pakistan

REAL ESTATE CREATIVE DISRUPTION

Transitioned into real estate marketing, bringing fresh perspective to property development communication. Developed comprehensive marketing strategies that humanized real estate investment and created content frameworks that made complex property investment accessible to everyday consumers.

Key Achievements:
  • Developed integrated marketing strategy for luxury housing projects, applying consumer insights from media background
  • Created content that simplified complex real estate concepts for mainstream Pakistani consumers
  • Successfully bridged gap between developer vision and consumer understanding through strategic storytelling
  • Demonstrated versatility of creative thinking across industries beyond traditional advertising
2024

FISHBOWL

COMPANY LOGO
Creative Director - Jazz Business
3 months | Lahore, Punjab, Pakistan

B2B TELECOM CREATIVE STRATEGY

Short but impactful stint focusing on B2B communications for Jazz's business solutions. Developed creative frameworks for corporate telecom services, applying consumer insights from radio background to B2B messaging.

Key Contributions:
  • Created more relatable corporate communications by applying consumer psychology principles to B2B messaging
  • Developed creative frameworks that spoke to business decision-makers as humans first, executives second
  • Applied radio hosting experience to create more conversational, engaging corporate content
2023

TUTORLY.AI

COMPANY LOGO
Head of Growth
1 year 4 months | San Francisco Bay Area

INTERNATIONAL EDTECH GROWTH STRATEGY

International role focusing on EdTech growth strategies in the competitive US market. Leveraged content creation skills and media background to build brand awareness while developing growth frameworks that combined traditional media understanding with digital-first approaches.

Key Achievements:
  • Developed comprehensive growth strategy for US EdTech market entry, applying cross-cultural communication expertise
  • Created content frameworks for diverse student demographics, leveraging understanding of audience segmentation from radio career
  • Built strategic partnerships across educational institutions using relationship-building skills from media industry
  • Managed content operations across multiple platforms while maintaining authentic brand voice
2011

FM91 PAKISTAN

COMPANY LOGO
Radio Jockey - "The Voice Behind Radio Genie!"
12 years | Lahore, Pakistan

THE FOUNDATION: 12 YEARS OF AUTHENTIC MEDIA CONNECTION

The cornerstone of my media career and the foundation that shapes everything I do today. Twelve years of daily connection with listeners across Pakistan, developing deep understanding of audience psychology, content timing, and the art of authentic communication. This experience taught me how to speak to masses while feeling personal to each listener.

Career-Defining Achievements:
  • Built and maintained loyal audience base over 12 years, becoming one of Pakistan's most recognized radio personalities
  • Developed expertise in live content creation, real-time improvisation, and authentic audience engagement
  • Mastered the art of conversational communication that feels intimate yet reaches thousands simultaneously
  • Gained deep understanding of media consumption patterns across diverse Pakistani demographics
  • Learned the psychology of content timing, audience attention spans, and emotional connection through voice
Why This Experience Defines My Approach:

Radio is the most intimate medium - you're literally in people's cars, homes, and daily routines. This 12-year masterclass in authentic communication provides the foundation for every campaign I create today. When you've spent over a decade being the voice people trust, you understand audience psychology in ways that no marketing textbook can teach.

2021

SNACKVIDEO

CONTENT OPERATIONS HEAD
TARGET: VIDEO DISRUPTION

VIRAL CONTENT REVOLUTION

2020

OLX GROUP

SOCIAL MEDIA & CONTENT HEAD
TARGET: MARKETPLACE DOMINATION

SOCIAL COMMERCE REBELLION

2016

OGILVY

HEAD OF DIGITAL
TARGET: NESTLÉ CAMPAIGNS

BRAND DISRUPTION

2015

GREY DENSITY

CREATIVE MANAGER
TARGET: SNACK BRANDS

DIGITAL BRAND WARFARE

THE ARSENAL

COMPREHENSIVE SKILLS & EXPERTISE BREAKDOWN

STRATEGIC CAPABILITIES

BRAND STRATEGY & POSITIONING

Developing comprehensive brand strategies that align business objectives with consumer psychology. Expertise in positioning brands across traditional and digital media landscapes, with deep understanding of how different touchpoints work together to create cohesive brand experiences.

INTEGRATED CAMPAIGN DEVELOPMENT

Creating campaigns that seamlessly blend ATL, BTL, digital, and experiential marketing. Understanding how different media channels complement each other for maximum impact, leveraging 12 years of radio experience to ensure authentic voice across all platforms.

CONTENT STRATEGY & CREATION

Developing content frameworks that maintain brand voice while adapting to platform-specific requirements. Expertise in both long-form and short-form content creation, with proven ability to create engaging content across radio, TV, digital, and print media.

TEAM LEADERSHIP & MENTORSHIP

Leading creative teams across different departments and disciplines. Building collaborative environments where traditional media expertise meets digital innovation, fostering creativity while maintaining strategic focus and deadline adherence.

CREATIVE SPECIALIZATIONS

CROSS-CULTURAL COMMUNICATION

Understanding how to adapt global brand messages for local markets while maintaining authenticity and cultural relevance. Experience working across Pakistani, US, and international markets with proven ability to navigate cultural nuances.

MEDIA PSYCHOLOGY

Deep understanding of how audiences consume and engage with content across different media channels, gained from 12 years in radio broadcasting. Insights into attention spans, emotional triggers, and optimal content timing for maximum engagement.

LIVE CONTENT CREATION

Expertise in real-time content development and improvisation, crucial for social media, live campaigns, and crisis management. Ability to think quickly while maintaining brand voice and strategic objectives under pressure.

INFLUENCER & CREATOR OPERATIONS

Building and managing creator ecosystems, understanding the nuances of influencer partnerships and content collaboration. Experience managing content creators across platforms while maintaining brand consistency and authenticity.

TECHNICAL PROFICIENCIES

DIGITAL MARKETING PLATFORMS

Comprehensive understanding of social media platforms, content management systems, and digital advertising tools. Hands-on experience with campaign management, analytics interpretation, and optimization strategies.

CONTENT PRODUCTION

Hands-on experience in audio, video, and written content production from ideation to final delivery. Understanding of production workflows, technical requirements, and quality standards across different media formats.

ANALYTICS & INSIGHTS

Using data to inform creative decisions while maintaining the human element in brand communications. Ability to interpret complex analytics and translate insights into actionable creative strategies that drive measurable results.

UNIQUE MEDIA BACKGROUND

12 YEARS RADIO MASTERY

The foundation skill that differentiates every approach. Twelve years as "Radio Genie" taught the art of authentic communication, live content creation, audience psychology, and the ability to maintain intimate connections while reaching mass audiences simultaneously.

TELEVISION HOSTING & PRESENTING

Television hosting experience adds visual storytelling to communication arsenal. Understanding how body language, visual elements, and spoken word work together to create compelling content that bridges audio intimacy with visual impact.

ACTING & PERFORMANCE

Acting background provides deep understanding of character development, storytelling, and emotional connection - all crucial elements in brand communication. Ability to embody different personas helps in developing authentic brand voices.

EVENT HOSTING & MC - 75+ EVENTS

Live event hosting across 75+ events taught real-time audience reading, content adaptation on the fly, and maintaining engagement in unpredictable environments. These skills translate directly to campaign execution and client presentations.

CORPORATE DISRUPTIONS

DETAILED BRAND PORTFOLIO AND CAMPAIGN STRATEGIES

TELECOM REVOLUTION

ZONG CMPAK LOGO

Executive Creative Director

COMPREHENSIVE TELECOM TRANSFORMATION

Currently leading comprehensive creative transformation for one of Pakistan's largest telecom brands. Developing integrated campaigns that leverage both traditional media expertise and digital innovation, focusing on humanizing telecom services and building emotional connections with diverse consumer segments.

Creative Approach:

Combining radio broadcaster's understanding of audience intimacy with strategic brand positioning to create campaigns that don't just communicate with consumers, but connect with them on a human level.

Current Focus:
  • Brand refresh initiative integrating traditional and digital touchpoints
  • Cross-functional team leadership across creative and strategy departments
  • Consumer behavior insights application from media background
JAZZ LOGO

Creative Director

B2B TELECOM HUMANIZATION

Developed creative frameworks for Jazz's business solutions portfolio, applying consumer communication principles to B2B messaging. Created more relatable corporate communications that spoke to business decision-makers as humans first, executives second.

Strategic Innovation:

Humanizing B2B telecom communications through consumer insights, making corporate services more accessible and engaging for business clients.

FMCG MASTERY

NESTLÉ LOGO

Head of Digital Content

COMPLETE PORTFOLIO DIGITAL STRATEGY

Led digital content strategy for Nestlé Pakistan's complete brand portfolio over three years at Ogilvy. Developed campaigns that maintained brand heritage while embracing digital innovation, creating content frameworks that worked across diverse product categories while maintaining consistent brand voice.

Campaign Highlights:

Managed digital presence for multiple Nestlé brands, creating integrated campaigns that spanned traditional and digital media while maintaining global brand standards with local cultural relevance.

Key Achievements:
  • Developed digital strategy frameworks for Nestlé's complete brand portfolio
  • Created integrated campaigns spanning TV, digital, and radio touchpoints
  • Built content frameworks maintaining brand consistency across diverse consumer segments

MARKETPLACE TAKEOVER

Social commerce dominance through strategic content rebellion

LAYS
KURKURE
CHEETOS

Creative Manager - PepsiCo Portfolio

SNACK FOOD LOCALIZATION STRATEGY

Managed digital strategy for PepsiCo's snack food portfolio at Grey Density. Developed content that celebrated Pakistani culture while maintaining global brand standards, creating campaigns that made international brands feel locally relevant and authentic.

Localization Approach:

Localizing global snack brands through cultural storytelling, ensuring international products resonated with Pakistani consumers while maintaining brand integrity.

Multi-Brand Management:
  • Lays: Created campaigns celebrating Pakistani food culture and local flavors
  • Kurkure: Developed content around family moments and Pakistani social gatherings
  • Cheetos: Youth-focused campaigns that connected global fun with local humor

DIGITAL PLATFORMS

VIRAL REVOLUTION

Short-form content strategy that conquered social media

EDUCATION AND FOUNDATION

ACADEMIC BACKGROUND AND CONTINUOUS LEARNING JOURNEY

FORMAL EDUCATION

INSTITUTE OF BUSINESS MANAGEMENT

Bachelor's Degree - Pure Management and Human Resource 2009 - 2013
Relevance to Creative Leadership:

Business foundation combined with human resource expertise provides strategic thinking framework and deep understanding of organizational dynamics. This education taught me how to align creative vision with business objectives while building and managing high-performing teams.

BAYVIEW HIGH SCHOOL, KARACHI

A-Levels - Economics, Business Studies, Psychology 2005 - 2007
Foundation for Consumer Understanding:

Psychology background proved crucial for understanding consumer behavior and decision-making processes. Economics and business studies provided analytical framework that shapes strategic thinking in every campaign and brand positioning effort.

CONTINUOUS LEARNING & DEVELOPMENT

Education doesn't end with formal degrees. The media and advertising landscape evolves rapidly, and staying current requires continuous learning through industry experience, trend analysis, and hands-on experimentation with new platforms and technologies.

Areas of Ongoing Development:

  • Digital marketing trends and platform updates across social media ecosystems
  • Consumer behavior analysis and psychology in digital environments
  • International advertising standards and cross-cultural communication strategies
  • Team leadership methodologies and creative process optimization
  • Data analytics and performance measurement in creative campaigns
  • Emerging technologies and their applications in brand communication

HOW EDUCATION SHAPES APPROACH

The combination of formal business education, psychology background, and 12+ years of hands-on media experience creates a unique perspective that bridges academic theory with real-world application. This foundation allows me to:

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APPLY PSYCHOLOGICAL PRINCIPLES TO BRAND STRATEGY

Understanding consumer psychology helps create campaigns that connect emotionally while driving rational decision-making.

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BALANCE CREATIVITY WITH BUSINESS OBJECTIVES

Business education ensures creative work always serves strategic goals and delivers measurable results.

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BUILD AND MANAGE EFFECTIVE TEAMS

Human resource background helps create collaborative environments where creativity thrives within structured processes.

BEYOND THE CREATIVE

PERSONAL INSIGHTS AND CREATIVE PHILOSOPHY

CREATIVE PROCESS & INSPIRATION

What Drives My Creativity

Creativity stems from the intersection of human stories and brand challenges. Every project begins with understanding the human element - whether it's the brand's origin story, the consumer's daily reality, or the cultural moment we're trying to capture. The best campaigns feel inevitable because they're rooted in authentic human truth.

My Creative Process

The process always starts with listening - to the brand, to the market, to the cultural conversation. Then comes the translation phase, where insights become ideas and ideas become campaigns. The radio background taught me that the best content feels conversational, even when it's strategic. Every campaign should pass the "would I say this to a friend?" test.

Industry Philosophy

The advertising industry is at its best when it serves as a bridge between brands and culture. We're not just selling products; we're participating in cultural conversations and helping brands find their authentic voice within those conversations. The most successful campaigns feel like natural parts of the cultural dialogue, not interruptions to it.

PERSONAL INTERESTS & INSPIRATIONS

Cultural Observation

Constantly observing how culture evolves, how language changes, and how different generations communicate. This habit of cultural observation directly informs campaign development and helps identify emerging trends before they become mainstream.

Cross-Cultural Communication

Fascinated by how the same message can be interpreted differently across cultures, and how to craft communications that feel locally relevant while maintaining global brand integrity. This interest has proven invaluable in managing international brand standards with local market needs.

Technology & Human Connection

Exploring how new technologies can enhance rather than replace human connection in brand communications. Interested in finding the sweet spot where innovation serves authentic storytelling rather than overwhelming it.

Media Evolution

Tracking how traditional and digital media continue to influence each other, and how consumer behavior adapts to new platforms while maintaining core psychological needs for connection and authenticity.

COLLABORATION PHILOSOPHY

The Revolutionary Collaborator

I believe the best creative work comes from diverse perspectives working toward a common goal. My approach to leadership is collaborative disruption - challenging conventional thinking while building consensus around bold creative solutions. Having worked across industries from telecom to EdTech to real estate, I bring fresh perspectives to traditional advertising challenges.

Ideal Creative Challenges

I thrive on projects that require both strategic thinking and creative execution. Particularly drawn to brands that want to build authentic connections with Pakistani consumers while maintaining international standards. Love working on campaigns that tell human stories while driving business results - the sweet spot where creativity meets commerce.

Team Dynamic Preferences

Prefer working with teams that value both creative exploration and strategic discipline. The best collaborative environments are those where traditional media wisdom meets digital innovation, where experience guides experimentation, and where authentic human insight drives every creative decision.

CONNECT THE REVOLUTION

LET US DISRUPT THE ORDINARY TOGETHER

Whether you're looking to launch a campaign that resonates across cultures, need strategic guidance on brand positioning, or want to explore how traditional media insights can amplify your digital strategy, let's start a conversation that could revolutionize your brand's approach to authentic communication.

COLLABORATION OPPORTUNITIES

BRAND STRATEGY AND POSITIONING PROJECTS

Comprehensive brand strategy development that bridges traditional wisdom with digital innovation, creating authentic brand voices that resonate across all touchpoints.

INTEGRATED CAMPAIGN DEVELOPMENT

End-to-end campaign creation spanning traditional and digital media, leveraging deep understanding of how different channels work together for maximum impact.

CONTENT STRATEGY & CREATION

Content frameworks that maintain brand authenticity while adapting to platform-specific requirements, informed by years of successful audience engagement across media.

TEAM LEADERSHIP AND CREATIVE DIRECTION

Creative team leadership that fosters innovation while maintaining strategic focus, building collaborative environments where creativity thrives within business objectives.

CROSS-CULTURAL COMMUNICATION CHALLENGES

Specialized expertise in adapting global brand messages for local markets while maintaining authenticity, particularly valuable for international brands entering Pakistani market.

MULTIPLE WAYS TO CONNECT

Email

imanazmat@gmail.com

Best for detailed project discussions and collaboration proposals

Phone

0321-2541383

Direct line for immediate consultations and strategic discussions

LinkedIn

linkedin.com/in/iman-azmat-2656168b

Professional networking and industry insights sharing

Location

Lahore, Punjab, Pakistan

Available for in-person meetings and local market consultations

START THE CREATIVE REVOLUTION

Ready to explore how traditional media wisdom can amplify your brand's digital strategy? Let's discuss your next creative challenge.

Expect a response within 24 hours. Let's start crafting campaigns that feel like conversations, not broadcasts.