Maha Murtaza
Auckland,MWT
Summary
Dynamic Research and Insights Specialist with experience in market research, consumer trend analysis, and stakeholder engagement across NGO, public sector, and commercial clients. Skilled in delivering actionable insights that drive strategy, campaign effectiveness, and business growth.
Key Strengths
- Market research & feasibility studies (NGO, public sector, commercial)
- Consumer trend analysis & customer segmentation
- Advertising & campaign evaluation (digital + traditional channels)
- Data analysis (Excel advanced, SPSS, Stata SE, Power BI)
- Strategic insight development for business growth
- Stakeholder engagement across diverse communities
- Strong written reporting & presentation skills
Overview
11
11
years of professional experience
1
1
Certification
Work History
Research and Insights Analyst
We Are Friday
02.2023 - Current
- Company Overview: A boutique consultancy specialising in research-driven strategies for social impact organisations
- Analyse market trends and complex datasets to deliver actionable insights, using SPSS, driving strategic decision-making.
- Led market and consumer research for NGOs and public sector clients (including UNRWA, UNHCR, BPF), delivering actionable insights on donor behaviour and market potential in the UK, Europe, and Australasia.
- Conducted feasibility studies, consumer segmentation, and behavioural analysis to shape fundraising and campaign strategies.
- Produced targeted recommendations that improved campaign engagement by up to 25% and supported multi-million-dollar fundraising goals.
- Coordinated cross-team projects, ensuring timely delivery and clear communication of complex data to senior stakeholders.
Graduate Internee
MESH Experiences
08.2021 - 11.2021
- Company Overview: Leading market research agency specialising in real-time experience tracking to deliver actionable insights for brands.
- Supported real-time segmentation of retail banking audiences, applying consumer trend analysis and advising on brand positioning strategies presented to senior leadership.
- Analysed user data using Dynata & Synapta to segment retail banking audiences in real-time to present to senior management, for my thesis
Search Engine Marketing (SEM) Manager
Locals Talk
London
06.2020 - 10.2020
- Company Overview: A London-based digital marketing & advertising agency specialising in performance-driven campaigns.
- Planned and managed paid and organic search campaigns, driving brand visibility and audience engagement.
- Oversaw search marketing strategies with budgets exceeding £50K annually, tailored to meet specific client campaign objectives.
- A London-based digital marketing & advertising agency specialising in performance-driven campaigns.
Management Trainee
PyroChem Pvt Ltd
11.2019 - 05.2020
- Company Overview: Leading developer of metalworking fluids, pre-treatment chemicals, and rust preventatives
- Coordinated PLC management with stakeholders internally & externally leading to 12% increase in MRR.
- Leading developer of metalworking fluids, pre-treatment chemicals, and rust preventatives
Advertising Intern
Aniforte UK Ltd
12.2017 - 01.2018
- Company Overview: Online Shop for pet supplies in UK
- Led keyword research using MerchantWords to optimize Amazon ad campaigns to achieve ACoS below 5%.
- Online Shop for pet supplies in UK
Research Intern
Beaconhouse PDLC
06.2016 - 08.2016
- Company Overview: Collaborative learning initiative by Beaconhouse, focusing on professional development and innovative education in Pakistan.
- Adapted prospective company profiles & research data while coordinating with the education board to achieve program growth.
- Collaborative learning initiative by Beaconhouse, focusing on professional development and innovative education in Pakistan.
Art Director
The Little Art
05.2014 - 08.2014
- Company Overview: An NGO, supporting performing arts and film festivals in South Asia
- Painted creative backdrops as per brand guidelines & organised a film festival, while managing social media channels i.e Instagram and Twitter.
- An NGO, supporting performing arts and film festivals in South Asia
Education
Master of Science - Strategic Marketing
Cardiff University
United Kingdom01.2022
BBA - Marketing
Lahore School of Economics
Pakistan01.2020
High School Diploma -
Lahore Grammar School
Pakistan01.2016
Skills
- Power BI
- Stata SE
- SPSS
- Analytical thinking
- Mailchimp
- Slack & Asana
- Microsoft Office Suite
- Canva
- Copywriting
- Website content
- Social media
- SEO
- Theatre
- Scriptwriting
- Conflict resolution
- Critical thinking
Certification
- Common Mistakes Companies Make in Market Research, LinkedIn, 11/24
- Career Essentials in Generative AI, Microsoft and LinkedIn, 08/24
- Strategic Planning Foundations, LinkedIn, 03/23
- Digital Marketing Foundations, LinkedIn, 02/23
- Diploma in Graphic Design, Lahore School of Economics, 05/20
Awards
- SME Competition, Service Application Prototype, Runners Up, 2020
- LSE Food Fest, Rana Jee Street Food Stall, Winner, 2018 & 2019
- LUMS Olympiad, LGS1A1 Team, Best Music Video, Runners Up, 2016
- LUMS Drama Fest, Laam, Best Supporting Actress, Runners Up, 2015
Extra-Curricular Activities
Annual SME Competition – Assistant Marketing Director & Assistant Management Director CSR activities (such as teaching, food distribution & clean-up expeditions) at Lahore School of Economics Team Leader at Grammathon (school flagship event) – Marketing Director & Dance Vice Representative Various art competitions & art activities during O level & A Level
Languages
English
Native or Bilingual
Urdu
Native or Bilingual
Hindi
Full Professional
Punjabi
Professional Working
Timeline
Research and Insights Analyst
We Are Friday
02.2023 - Current
Graduate Internee
MESH Experiences
08.2021 - 11.2021
Search Engine Marketing (SEM) Manager
Locals Talk
06.2020 - 10.2020
Management Trainee
PyroChem Pvt Ltd
11.2019 - 05.2020
Advertising Intern
Aniforte UK Ltd
12.2017 - 01.2018
Research Intern
Beaconhouse PDLC
06.2016 - 08.2016
Art Director
The Little Art
05.2014 - 08.2014
Master of Science - Strategic Marketing
Cardiff University
BBA - Marketing
Lahore School of Economics
High School Diploma -
Lahore Grammar School
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