Shadiyana, a leading wedding marketplace platform in Pakistan, needed a marketing approach that worked across both physical and digital channels, from out-of-home advertising for wedding bazaars to backend systems that could keep up with operational demands during high-traffic event periods.

The approach combined offline reach with digital precision, while also addressing operational bottlenecks that were slowing the team down behind the scenes.

The strategy included:

Data-driven location selection for OOH placements rather than guesswork, ensuring pole-signs reached the right audience density

Influencer partnerships to extend reach beyond paid placements

Direct SMS and email marketing to convert interest into action

Automating manual processes (invoicing) so the team could focus on higher-value work during busy event cycles

Led OOH location selection with a data-driven approach; 200 pole-signs for the Shadiyana Wedding Bazaar and 250 pole-signs for broader Lahore launch marketing

Coordinated 4 influencer campaigns to extend reach

Ran SMS and email marketing campaigns

Created website and mobile banners

Built invoice automation connecting Google Sheets, Docs, and Forms

Collaborated with Ticketwaala on event ticketing integration

This project shows the ability to operate across the full marketing stack from physical, location-based advertising to digital campaigns to behind-the-scenes process automation. The invoice automation in particular wasn't part of the original brief; identifying and solving that operational bottleneck demonstrates initiative beyond the assigned marketing tasks.

450 total pole-signs placed across two major campaigns, 4 influencer partnerships executed, and a streamlined invoicing process that removed a manual bottleneck during high-volume event periods.

Tools: Google Apps Script, Google Sheets, SMS Marketing, Email Marketing