Yusra Humayun

Lead and coordinated sustainability initiatives and communication strategies to drive positive impact across the organization and enhance reputation. Actively engaged with the executive leaders and cross-functional teams to integrate sustainability into business operations and develop communication plans and their content for various high impact projects and initiatives.

• Designed and led four flagship sustainability initiatives and their communication plans, addressing food insecurity, waste reduction, and education, directly impacting 10,000+ individuals.
• Revamped internal communication frameworks, introducing CEO-led town halls and ‘The Glass Room’, enhancing transparency, leadership visibility, and cross-team collaboration.
• Directed communications and content strategies for high-profile initiatives, including the National Spice Summit and Seed to Table Project, fostering critical stakeholder engagement across the food industry.
• Partnered with the IFC on the Climate2Equal Program, promoting gender-inclusive climate action and earning a 2nd place recognition in Pakistan for its impact.
• Collaborated with PR and Social Media agencies to create compelling campaigns, enhancing the company’s employer brand and reputation as a responsible leader.

As a Communications and Sustainability Specialist at Dawlance, a subsidiary of Arcelik Global, played a pivotal role in driving sustainability initiatives and Marketing Communication strategies to promote corporate responsibility, product and brand image.

• Delivered strategic product branding, product launch and digital content support for Laundry and Dishwasher Category, enhancing market visibility and sales making it the 2nd largest growing category.
• Managed PR and Social Media agency partnerships providing cross-functional support for business and brand communications.
• Launched the innovative ‘Rags2Bags’ Project, turning marketing materials into reusable bags, supporting underprivileged women and advancing circular economy principles.
• Supported a confidential Carbon Credit Project with the global sustainability team, and led a local plantation project advancing the organization’s goals and climate strategy.
• Represented the organization at the Pakistan Climate Conference 2022 as a platinum sponsor, aligning branding efforts with sustainability goals and fostering industry-wide dialogue.

Contributed to the management of warranty control and market data analysis for all product categories. Effectively analyzed and presented CRM & SCR data to facilitate the reduction of product returns in liaison with the plant and service centers, improving customer experience and reducing operational costs.

• Achieved a 25% decrease in product returns as compared to the 5% target in the last quarter of 2021.
• Developed dashboards, managed data collection for product faults, coordination and analysis processes for all 19 service centers in Pakistan.
• Supported in the launch of Pakistan’s first Female Service Technician Program, creating employment opportunities and breaking gender barriers in the technical workforce.

• Streamlined operations for a fast-growing U.S.-based startup, developing training manuals, providing product support and optimizing workflows to enhance customer satisfaction and efficiency.
• Provided training and product support to customers, resulting in a significant reduction in customer support inquiries and improved NPS score.

• Top Intern for the year and awarded with the Golden Key to the Future.
• Created the Digital Footprint Monitor Project for the company, making it the first in Pakistan’s white goods industry to integrate social media analytics into marketing and customer service strategy, earning recognition with a global assignment at the Arcelik headquarters in Istanbul.