Zainab
Hasnain
Marketing & Content Expert
Brooklyn, New York
Hasnain.zainab@gmail.com
+1.631.241.4157
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I believe that the best marketers lead with empathy.
By taking a human-first approach in an increasingly online world, I believe that we can build deep connections with audiences that go beyond metrics, leaving a long-lasting impact outside of a campaign cycle.
In my 10 years of experience in the field of global marketing, I have executed campaigns for the largest audio streaming platform in the world, crafted content for the world's biggest artists, brought younger audiences into legacy TV networks, created social impact campaigns for political prisoners, and built the brands of international thought leaders from the ground up.
Skills
& Abilities
Marketing Strategy
Public Speaking
Project Management
Writing
Social Media
Music Supervision
Photography
Experiential Marketing
Influencer Marketing
Content Creation
Creative Direction
Hosting
Paid Media & SEO
Culture & Trends
Talent Relations
Budget Management
PR & Press Strategy
Production
spotify:
RapCaviar Day 1 Club
At Spotify, I led several 360 marketing campaigns for the world's largest playlist brand: RapCaviar. My most impactful campaign that garnered a Silver Clio Award was the RapCaviar Day 1 Club. It drove the largest cultural share of voice for hip-hop in Spotify history. By tapping into the zeitgeist of fan culture and the ethos of bragging rights in hip-hop, we created an experience that allowed fans and artists to showcase their day 1 allegiance. The campaign generated over 10 million unique website visits and over 800 million global impressions.
Channels: Social, PR, media, influencers, digital, OOH, experiential.
Skills highlights: Marketing & social media strategy, creative direction, project management, paid media, talent relations, music supervision, cultural understanding, influencer marketing, budget management, press & PR, production.
spotify:
BAD BUNNY YHLQMDLG
To celebrate the release of the most-streamed artist in the world's second solo studio album, we created an exclusive lookbook inspired by the tracklist of the album. We broke the internet with a slew of iconic looks, and the event prompted Bad Bunny to post a rare in-feed Instagram post live from the shoot in Mexico City. The campaign featured behind-the-scenes interviews and content that was projected on streets in the Lower East Side of Manhattan, complete with an entirely local crew of Mexican designers and creatives.
Channels: Social, PR, media, digital, & OOH
Skills highlights: Marketing & social media strategy, creative direction, project management, paid media, talent relations, cultural understanding, budget management, press & PR, production.
The Verge:
Social strategy & Reporting
At the Verge, I created a strategy for new social video franchises. In particular, I took the popular tech-reviews series from a website-only format to video, stories, and slide shows. These posts quickly become the best-performing across Verge's social handles. Additionally, I wrote over ten articles and reported on topics ranging from music, culture, film, technology, and gaming.
Skills highlights: Writing, hosting, content creation, social strategy, SEO, public speaking, creative direction.
esther perel: digital & social brand building
Before international best-selling author, podcast host, therapist, and relationship expert Esther Perel was a household name, she had no online presence. I organically built her Instagram from zero to 60,000 followers in less than six months, while also growing her other social channels. In tandem, I crafted the online voice, tone, and creative aesthetic across her entire digital landscape that still stands today. In addition to building her online brand, I also crafted campaigns to increase her newsletter subscriptions and digital course sales.
Skills highlights: Social & digital strategy, writing, content creation, creative direction, photography, talent relations.
EST MEDIA:
SOCIAL STRATEGY & CONTENT CREATION
As a social media consultant and creator for the Asian-focused media company Eastern Standard Times, I revamped their social and digital strategy. I successfully brought in Gen-Z audiences, optimized performance on existing and new content, and increased overall brand awareness. In two months I increased their TikTok following by 40% and personally created content that has become some of the highest-performing pieces of content on their page.
Skills highlights: Social & digital strategy, writing, content creation, creative direction, hosting, public speaking, production.
SOCIAL IMPACT: Save punjabi deli
Outside of my work for brands and agencies, I launched a social impact project close to my heart for my local neighborhood deli. In 2015, the Lower East Side establishment Punjabi Deli was under threat of shutting down due to the stalling of construction in front of the deli. I collaborated with community leaders, local artists, and influencers to launch the campaign #SavePunjabiDeli. I produced a short film that premiered at Tribeca Film Institute, built an online petition, and launched their Instagram. The campaign successfully led the Department of Construction to build an official taxi stand in front of the deli, ultimately allowing the deli to stay open.
Skills highlights: Social & digital strategy, writing, content creation, creative direction, photography, project management, production.
