Social MediaBrand StrategyCreative Direction

Ideas that
live beyond
the scroll.

I’m Mubashira, a marketer and fashion entrepreneur combining brand strategy, social storytelling, consumer insight and hands-on creative direction.

Brand StrategySocial MediaCreative DirectionConsumer Insight

7+ years Building brands through content, campaigns, events and customer connection.

Strategy-minded. Visual-first. Ready to build what people remember.

Scroll for selected work

At a glance

Creative work,
measurable impact.

A snapshot of the outcomes behind the visuals.

404%

growth in Baani content views

17K+

monthly content views

79%

of views from non-followers

$2K

average daily jewelry sales, exceeding the daily target by 200%

01 / Baani

Building a fashion brand from scratch.

Brand StrategySocial MediaContent Product ShootsSEOEvents

As Co-Founder & Creative Director, I’ve worked across the full brand experience, from digital content and campaign planning to website management, product shoots, exhibitions and direct customer interaction.

Social growth404% growth in content views, 17K+ monthly views and 79% of views from non-followers.

CommunityBuilt an Instagram community of 7K+ followers.

EventsParticipated in 30–40 exhibitions and pop-ups from 2016–2025.

SalesAchieved sales targets at the majority of exhibitions through customer engagement and communication.

Featured campaign · 2019

Why Should Kids
Have All the Fun?

A deeply personal Mother’s Day campaign created around one simple thought: mothers deserve moments of play, nostalgia and self-expression too. I partnered with mommy bloggers and built the campaign around bringing out their “inner kid” through fashion, playful props and childhood-inspired storytelling.

Ideation & Concept

Theme & Set-Up

Influencer Selection

Photography Direction

Social Marketing

Mother's Day campaign childhood toy concept

Mother's Day campaign photo album memory concept

My role

I owned the campaign end-to-end: ideation, theme set-up, identifying the right mommy bloggers, discussing photography ideas with the photographer, content creation, and Facebook and Instagram marketing. The creative direction used familiar childhood moments, from tea parties and toys to old photo albums, to connect the clothing with a feeling rather than simply presenting the product.

Featured campaign · Eid 2024

Phulkari, tradition,
styled for now.

For Baani’s Eid 2024 collection, I helped shape the visual story around regional South Asian embroidery traditions and the cultural references behind each craft. The collection brought together Kantha embroidery from West Bengal, India, a tribute to intricate craftsmanship and rich heritage, Phulkari work originating in Punjab, and Chikankari embroidery from Lucknow, India. The campaign combined refined product imagery with behind-the-scenes storytelling to show both the finished collection and the creative process behind it.

My involvement covered theme and set-up, model selection, jewelry styling, photography support, editing, and social media posting.

Theme & Set-Up

Model Selection

Jewelry Styling

Photography Support

Editing

Social Posting

Behind the scenes

Behind the scenes jewelry and outfit styling

Behind the scenes styling black and white outfit

My role

I handled the campaign’s creative set-up, selected the models, styled the jewelry, supported the photographer with composition and shoot flow, contributed to editing, and managed social media posting for the collection. The BTS imagery captures my hands-on involvement throughout the shoot, from styling and model preparation to supporting the creative direction on set.

Creative direction · styling · modeling

Sometimes behind the camera.
Sometimes in front of it.

Building Baani meant wearing multiple hats. Alongside developing campaigns and directing shoots, I also modeled the brand’s eastern, western and businesswear collections. Working on both sides of the lens strengthened my understanding of styling, composition, location, movement and how each detail contributes to a cohesive visual identity.

Creative DirectionStylingModelingContent Creation

Behind the brand

From concept
to camera.

My role was hands-on throughout production. I helped create the visual direction, prepared the shoot environment, worked through styling details and physically set up lighting when needed. These behind-the-scenes moments show the execution behind the polished final content, not just the finished image.

Shoot Set-UpLightingProductionOn-Set Problem Solving

01 · Building the shoot set-up

02 · Assembling and positioning lighting

03 · Final adjustments before shooting

Brand activations · 2016–2025

Taking Baani
offline.

Baani’s growth extended beyond social media through exhibitions, pop-ups and direct retail experiences. I represented the brand at 30–40 exhibitions and pop-ups, managed customer conversations and product presentation, and used my sales and communication skills to achieve sales targets at the majority of events.

30–40exhibitions & pop-ups

Majorityof event sales targets achieved

Baani × U.S. Consulate Karachi

Customized apparel
& corporate dressing.

Baani collaborated with the U.S. Consulate Karachi to provide customized apparel for American employees, creating professional and versatile pieces tailored to individual requirements while balancing Baani’s design aesthetic with practical workplace needs.

The project expanded Baani beyond direct-to-consumer fashion into a corporate client relationship, requiring thoughtful product adaptation, communication, presentation and cultural sensitivity.

The Brief

Customized professional apparel for an international corporate clientele.

My Role

Creative direction, product development, client requirements, styling and brand representation.

The Approach

Adapted Baani’s design language into polished, workplace-appropriate pieces suited to individual preferences.

The Outcome

Strengthened Baani’s B2B positioning and broadened the brand beyond traditional retail channels.

Corporate dressing

Customized green blouse with ivory trousers

Customized terracotta blouse with ivory trousers

Custom design & craftsmanship

03 / Consumer Insight + Social Strategy

Arm & Hammer, turning research into “The Ultimate Adulting Hack.”

Working in a team, I helped develop a 12-month social and mobile marketing strategy for Arm & Hammer Laundry Detergent. We combined MRI Simmons research, competitive analysis and trend analysis, and a primary survey of 24 young consumers to identify the strongest behavioral and media opportunities.

The insight became a refreshed positioning, “The Ultimate Adulting Hack” , supported by an experiential campus activation and a creator-led TikTok/Instagram strategy.

MRI SimmonsConsumer SurveySEMrushModashGoogle Trends

ResearchMRI Simmons + 24-person consumer survey

Goal+2% sales revenue by Dec. 2026

Social Goal+15% engagement by Dec. 2026

Budget$10M cap; proposed spend ≈ $319K

Arm & Hammer integrated campaign strategy visual

04 / Mimi Pambo, Brooklyn Flea

What selling in DUMBO taught me about marketing.

Customer ExperienceSalesContentCross-Cultural Communication

Working as a sales representative for a jewelry brand at Brooklyn Flea gave me real-time insight into how people discover, evaluate and respond to products in person.

200% of targetGenerated an average of $2,000 in daily jewelry sales, exceeding the daily target by 200%.

Global customer baseInteracted with visitors and tourists from different backgrounds in DUMBO.

Brand representationUsed personalized product recommendations and customer conversation to drive sales.

Social contentCreated content while representing the brand at the market.

Creative playground

From visual references
to finished brand worlds.

This section brings together the work behind the work: moodboards, pre-production, campaign direction, graphic design and social-first fashion content created for Baani.

01 · Moodboard & Creative Direction

Transforming a simple shoot into a picnic-inspired campaign.

I began with visual references for an intimate, playful outdoor picnic story, then translated them into a practical set direction. Before the shoot, I physically staged and photographed the setup so styling, prop placement, color balance and framing could be managed efficiently on production day.

Concept DevelopmentMoodboardingSet StylingPre-ProductionCreative Direction

Moodboard inspiration

Picnic moodboard reference with garden setting

Picnic moodboard reference with styled basket setting

Pre-production setup tests

Baani shoot setup test with picnic props

Baani pre-production test setup, staged before shoot day

Final campaign execution

Baani model styled with colorful lantern props

Baani final campaign lifestyle image with model reading outdoors

Baani final campaign portrait in blue printed jacket

Baani final campaign front portrait in blue printed jacket

What this shows

The process is the portfolio piece: reference selection, visual translation, production planning and final campaign execution. It demonstrates how I turn an aesthetic idea into a controlled brand shoot rather than simply styling on the day.

02 · Graphic Design

Baani Cultural Calendar

A six-month branded calendar built around Pakistani visual culture. I used folk-art-inspired illustration, Urdu typography, bold color blocking and recurring Baani brand elements to turn a functional calendar into a collectible branded object.

Graphic DesignLayoutBrand TranslationPakistani Visual Culture

Baani six-month cultural calendar, clean presentation without file-viewer chrome

Design approach

The system balances high-saturation truck-art and folk-art cues with a consistent monthly grid, brand footer and social handles, creating continuity while allowing every month to have its own visual identity.

03 · Fashion Content / Direction

Literary Look, flatlay styling & social storytelling.

For Baani's literary-themed content, I connected individual garments with books, character archetypes and everyday objects. I handled the concept, styling, prop selection, composition and content treatment so each flatlay could function as both a product image and a piece of social storytelling.

Content DirectionProduct StylingFlatlay PhotographyProp StylingSocial Copy Concept

Baani literary flatlay featuring a blue striped top, books and accessories

Baani literary flatlay featuring a yellow top and A Thousand Splendid Suns

Baani literary flatlay featuring a white top and book

Baani product flatlay with neutral shirt, book and accessories

Campaign extensions

Baani anniversary social content featuring typewriter creative

International Women's Day retail display created for Baani

Content thinking

The objective was to make product content feel editorial and narrative-led. Instead of showing clothing in isolation, the props and captions gave each look a cultural or literary point of view that could stop the scroll and encourage conversation.

About me

I started building brands before I learned the textbook definition of brand strategy.

My experience started hands-on: building a fashion brand, talking to customers, creating campaigns, planning shoots and learning what makes people stop, connect and buy.

I later expanded that experience through graduate study in social media and mobile marketing, strengthening my approach to consumer research, digital strategy, SEO, paid media and performance analysis.

I’m especially drawn to work at the intersection of beauty, fashion, culture and social media, where strong strategy still leaves room for personality.

Beauty & Skincare Fashion Graphic Design Visual Storytelling Industry Networking Curly Hair Care Healthy Baking

Let’s connect

Ready to add strategy, taste & momentum to your marketing team?

mubashiraahmed95@gmail.com

347-833-6971

Call WhatsApp Text

New York, NY · Social Media · Beauty · Fashion · Brand Marketing

Creative work,measurable impact.

Building a fashion brand from scratch.

Why Should KidsHave All the Fun?

Phulkari, tradition,styled for now.

Sometimes behind the camera.Sometimes in front of it.

From conceptto camera.

Taking Baanioffline.

Customized apparel& corporate dressing.