Ms. Raeda Latif has experience spanning over two decades across organizations in the Financial, Information Technology and Retail segments of the economy, ranging from both B2B to B2C organizations. She has a deep understanding of the mechanics and requirements of both organization types in the areas of Strategic Marketing, Brand Building, Corporate Communications, Digital Strategy and the nuances of Business Development.
Ms. Raeda Latif is working with Pakistan Stock Exchange as Chief Marketing and Business Development Officer since 2018. She has held senior positions at various corporates including Faysal Bank, UBL Fund Managers, PMEX, IGI Financial Services, Union Bank – Standard Chartered, Cyber Internet Services and Habib Oil Mills.
She has a well-rounded experience across multiple sectors which includes technical, people and business skills. She has, over the years, exhibited her capability to devise Business and Marketing strategy, analyze business environment, identify and activate revenue streams for financial offerings as well as technology-based products. Her expertise primarily encompasses business development and brand architecture and she exhibits a proficient understanding of the digital processes, management of implementation for business transformation and its impact on business.
Raeda Latif holds a Masters’ degree in Linguistics along with an MBA with double majors in Marketing and IT. She is a Certified Director from PICG. She is a Fellow member of the Chartered Institute of Marketing (FCIM), United Kingdom. She is an active member of Marketing Association of Pakistan as well as the Karachi Press Club.
In 2018, Raeda Latif launched the Financial Literacy Initiative at Pakistan Stock Exchange which is based on a comprehensive outreach plan that includes in-person seminars, webinars, workshops and digital education including online courses, modules, online education portal, and virtual trading application. As an advocate for UN’s Sustainable Development Goals (SDG), Raeda actively promotes financial literacy to include women in the outreach program to ensure empowerment in the true sense, in accordance with SDG 5 which focuses on gender equality. The program is focused towards both individuals as well as corporates. It incorporates goals for betterment and growth of employees in corporates and organisations.
Furthermore, Raeda is a strong proponent of Environmental, Social and Governance (ESG) and advocates the dissemination of information and awareness on ESG through her work.