Maliha Farooq Ismail is the 1st NMSBA Certified Neuromarketer in Pakistan. Currently she serves as the Secretary General at the American Business Council. She is a Cornell and Warwick Business School Alumni, Certified Board director, a member of the Harvard Business Review Advisory Council, an Amazon published author and the co founder of Thinkers Digital; Pakistan’s 1st HX (Human experience digital agency) servicing international clients. She is a passionate professional with a knack for meaningful marketing, thriving on challenges and opportunities to lead and create al difference. She is all about strategic thinking, is constantly learning and has made a positive impact in the field of Marketing & Corporate Communications. Collaboration is her high and she is always up for a new adventure that aligns with her values and love for impactful communications.

Fashion Collecction: Could you describe your current role and responsibilities as the Secretary General at The American Business Council of Pakistan?

Maliha Farooq: As the Secretary General of the American Business Council of Pakistan, my role involves overseeing the strategic direction and daily operations of the organization. I work closely with member companies, government bodies, and international partners to promote trade and investment between the United States and Pakistan. My responsibilities include advocating for policy reforms, organizing events and forums, managing communications, and ensuring that the Council effectively represents the interests of its members. I also play a key role in fostering relationships that enhance economic collaboration between the two countries.

FC: Your career spans include Marketing, brand building, strategy, etc., as a female, what sort of difficulties or leverage you have experienced in your professional career?

MF: Throughout my career in marketing, brand building, and strategy, being a woman has brought both challenges and unique opportunities. On the challenging side, navigating a male-dominated industry often meant having to work harder to prove my capabilities and earn respect. There were times when I faced biases or had to push through barriers to have my voice heard. However, being a woman also provided a distinct perspective that allowed me to approach problems creatively and empathetically, which often gave me an edge in understanding diverse consumer needs. Additionally, there’s a growing support network for women in business, which has been empowering and instrumental in my growth. Overall, the journey has made me more resilient and determined to succeed.

FC: What strategic initiatives have you implemented at the American Business Council to foster business ties between American companies and Pakistan?

MF: At the American Business Council, I’ve spearheaded several strategic initiatives to strengthen business ties between American companies and Pakistan. These include organizing high-impact trade delegations and networking events that bring together key stakeholders from both countries. I’ve also led efforts to advocate for policy reforms that improve the business environment in Pakistan, making it more attractive for foreign investment. Additionally, we’ve launched collaborative programs that focus on knowledge sharing and capacity building, helping local businesses align with global standards. My aim has always been to create a mutually beneficial platform where American businesses can thrive in Pakistan while contributing to the country’s economic growth.

FC: Can you share some success stories or significant achievements during your tenure at Dolmen Group as the Head of Marketing and Communications?

MF: During my tenure as the Head of Marketing and Communications at Dolmen Group, I’m proud to have led several successful initiatives that significantly enhanced the brand’s presence and engagement. One notable achievement was the launch of the Dolmen Shopping Festival, which quickly became one of Pakistan’s largest retail events, driving record footfall and sales across our malls. I also spearheaded a digital transformation strategy that boosted our online presence and customer interaction, making Dolmen a leader in digital marketing within the retail sector. Additionally, our brand partnerships and CSR campaigns under my leadership not only elevated our corporate image but also deepened our connection with the community, reinforcing Dolmen Group’s reputation as a socially responsible and innovative brand.

FC: How has your education at Warwick Business School and Cornell University influenced your approach to marketing and strategy?

MF: My education at Warwick Business School and Cornell University has profoundly shaped my approach to marketing and strategy. At Warwick, I gained a strong foundation in analytical thinking and strategic management, which taught me how to approach complex business challenges with a data-driven mindset. Cornell’s emphasis on innovation and global perspectives broadened my understanding of diverse markets and consumer behavior, allowing me to craft strategies that are both creative and globally relevant. The combination of these experiences has instilled in me a holistic view of business, where I balance strategic rigor with innovative thinking to drive impactful marketing initiatives.

FC: Can you explain how your data analytics specialization from Cornell University has impacted your marketing strategies?

MF: Specializing in data analytics at Cornell University has significantly influenced my marketing strategies. It equipped me with the skills to leverage data for deeper insights into consumer behavior, allowing for more precise targeting and personalization in campaigns. By integrating data analytics, I’ve been able to make informed decisions that drive better ROI, optimize marketing efforts, and predict trends with greater accuracy. This analytical approach has transformed how I design and implement strategies, ensuring they are evidence-based and aligned with real-time market dynamics.

FC: What motivated you to pursue certifications from Google, Semrush Academy, and LinkedIn in digital marketing and SEO?

MF: My motivation to pursue certifications from Google, Semrush Academy, and LinkedIn in digital marketing and SEO stemmed from a desire to stay ahead in an ever-evolving industry. As digital marketing continues to shape the future of brand building, I recognize the importance of mastering the latest tools and techniques to remain competitive. These certifications provided me with cutting-edge knowledge and practical skills in areas like SEO, analytics, and online advertising, enabling me to craft more effective and data-driven marketing strategies. Additionally, they allowed me to deepen my understanding of digital platforms, ensuring that I can maximize their potential to drive business growth.

FC: As a certified neuromarketer, how do you integrate neuromarketing principles into your marketing campaigns?

MF: As a certified neuromarketer, I integrate neuromarketing principles into my campaigns by focusing on understanding and influencing consumer behavior at a deeper, psychological level. I use insights from neuroscience to design campaigns that tap into emotional triggers and cognitive biases, creating more engaging and persuasive messaging. This involves applying techniques like emotional resonance, sensory stimulation, and strategic use of colors and visuals to enhance brand recall and influence purchasing decisions. By leveraging these principles, I aim to create campaigns that not only capture attention but also drive meaningful connections with the audience, ultimately leading to more effective marketing outcomes.

FC: You are an Amazon-published writer and LinkedIn Top Voice. Can you share your experience and what topics you focus on in your writing?

MF: As an Amazon-published writer and LinkedIn Top Voice, my writing journey has been both rewarding and enlightening. My experience has allowed me to explore and share insights on a variety of topics, primarily focusing on business strategy, marketing innovation, and leadership. I delve into practical strategies for navigating the modern business landscape, emerging trends in digital marketing, and effective leadership practices. My aim is to provide actionable advice and thought-provoking perspectives that resonate with professionals and inspire them to achieve their goals. Being a LinkedIn Top Voice has also given me a platform to engage with a broader audience, facilitating meaningful conversations and sharing valuable knowledge in my areas of expertise.

FC: As a board director and a leader in various organizations, how do you inspire and motivate your teams?

MF: Inspiring and motivating my teams as a board director and leader involves a blend of clear vision, effective communication, and genuine support. I focus on setting a compelling vision that aligns with our goals and values, helping each team member see how their contributions drive the bigger picture. Open and transparent communication is key; I make sure to listen actively, provide constructive feedback, and celebrate successes, both big and small. Additionally, I prioritize fostering a positive and inclusive work environment where individuals feel valued and empowered to take ownership of their work. By leading with empathy and leading by example, I strive to create a culture of collaboration and continuous growth.

FC: What do you see as the biggest trends in marketing and business development over the next five years?

MF: Over the next five years, several key trends are likely to shape marketing and business development:

1. AI and Automation: The integration of AI will continue to transform how businesses analyze data, automate processes, and personalize customer interactions, making marketing efforts more efficient and targeted.
2. Data Privacy and Ethics: With increasing concerns about data privacy, businesses will need to prioritize transparent data practices and ethical use of consumer information.
3. Sustainability and Purpose-Driven Branding: Consumers are becoming more conscious of environmental and social issues. Brands that align with sustainable practices and demonstrate a commitment to purpose-driven initiatives will likely gain a competitive edge.
4. Omnichannel Strategies: The need for seamless customer experiences across multiple platforms will drive businesses to develop more integrated and cohesive omnichannel strategies.
5. Content and Influencer Marketing: The focus on authentic and engaging content will grow, with influencers playing a critical role in shaping brand perceptions and driving consumer decisions.
6. Remote and Hybrid Work Models: As remote work continues to be prevalent, businesses will need to adapt their strategies for managing teams, fostering collaboration, and maintaining productivity in a hybrid work environment.

These trends highlight the importance of adaptability, innovation, and a customer-centric approach in the evolving landscape of marketing and business development.

FC: Are there any personal experiences or influences that have significantly shaped your career path?

MF: Several personal experiences and influences have significantly shaped my career path. Early on, I was inspired by a mentor who encouraged me to embrace innovative thinking and pursue leadership roles, which ignited my passion for marketing and strategy. Working on diverse projects and facing various challenges helped me develop resilience and adaptability, key traits that have guided my career. Additionally, my educational experiences at Warwick Business School and Cornell University provided me with valuable insights and a strong foundation in strategic thinking and data analytics. These experiences, combined with my drive for continuous learning and professional growth, have been instrumental in shaping my career trajectory and influencing my approach to leadership and marketing.

FC: What are your future goals and aspirations, both professionally and personally?

MF: Professionally, I aspire to continue leading innovative projects and driving impactful strategies that foster growth and create value for organizations. I aim to stay at the forefront of industry trends, particularly in areas like digital marketing, neuromarketing, and sustainability, and to leverage my expertise to mentor and inspire the next generation of leaders.

Personally, I seek to balance my professional ambitions with personal fulfillment by pursuing interests that enrich my life, such as writing, learning new skills, and contributing to community initiatives. I also aspire to continue growing both as an individual and a leader, focusing on personal development, well-being, and building meaningful relationships.

FC: How do you envision your role evolving in the next few years, and what new challenges are you looking forward to tackle around?

MF:  In the next few years, I envision my role evolving to encompass greater strategic oversight and influence, particularly in areas like digital transformation and global business development. I anticipate focusing more on integrating emerging technologies and innovative practices into organizational strategies to stay competitive in a rapidly changing market.

I’m looking forward to tackling challenges related to navigating the complexities of digital and data-driven environments, driving sustainability initiatives, and fostering cross-border collaborations. Additionally, I’m excited about the prospect of mentoring and developing future leaders and leveraging my expertise to address the evolving needs of businesses and communities in a dynamic landscape.

FC: When you are getting bored, what would you do in your boring mode?

MF: When I’m feeling bored, I usually turn to activities that spark my curiosity or creativity. This might include diving into a new book, exploring interesting articles or podcasts, experimenting with a creative project like writing or designing, or even taking a walk to clear my mind. Engaging in something new or stimulating often helps reignite my enthusiasm and provides a fresh perspective.

FC: What is a funny incident ever occurred in your life?

MF: One funny incident that stands out involved a mix-up during a team-building exercise. We were participating in a scavenger hunt, and I was tasked with finding a specific item in a nearby park. In my excitement, I misread the clue and ended up searching for a “flower” in a completely different park—only to realize hours later that I had been looking in the wrong place! My teammates had a good laugh when I finally returned empty-handed, and it became a running joke about my “legendary” scavenger hunt skills. It was a great reminder of how humor can lighten the mood and bring teams closer together.

FC: You have been working with people who belong to other countries, how do you differentiate other countries’ professionals from Pakistani professionals?

MF: Working with professionals from different countries has highlighted some interesting differences in approach and perspective. Here are a few key differentiators I’ve noticed:

1. Communication Styles: Professionals from various countries often have different communication styles. For example, some cultures value directness and clarity, while others may favor a more nuanced or diplomatic approach.
2. Decision-Making Processes: The decision-making process can vary, with some cultures emphasizing consensus and collaboration, while others may prioritize swift, top-down decisions.
3. Workplace Culture: The emphasis on work-life balance, formality, and hierarchy can differ widely. For instance, some cultures may place a high value on maintaining a strict work-life balance, while others may have a more flexible approach to working hours.
4. Risk Tolerance: Different cultures have varying attitudes toward risk-taking. Some professionals may be more inclined to experiment and innovate, while others may prefer a more cautious, risk-averse approach.
5. Networking and Relationship Building: Approaches to networking and building relationships can vary. In some cultures, networking is more formal and structured, while in others, it may be more informal and relationship-driven.

These differences can provide valuable insights and opportunities for learning, helping to create a more diverse and effective working environment.

FC: Do you love to listen to Music? Who is your favorite singer in both English and Urdu Music?

MF: Yes, I do love listening to music! In English, one of my favorite singers is Adele, whose powerful vocals and emotive lyrics resonate with me. For Urdu music, I enjoy listening to Abida Parveen, whose soulful qawwalis and classical performances have a deep and captivating quality.

FC: Do you like to watch movies in cinemas? Or you are an OTT lover?

MF: I enjoy both cinema and OTT platforms, each for different reasons. Watching movies in cinemas provides a unique experience with a big screen and immersive sound, perfect for blockbuster films and special releases. On the other hand, OTT platforms offer the convenience of watching from home and a vast selection of films and series, which is great for discovering new content and binge-watching. It really depends on the mood and the type of movie or show I’m interested in at the time.

FC: Which is your favorite OTT play? Both English and Urdu/Hindi?

MF: For English OTT plays, I really enjoy “The Crown” on Netflix. It’s a fascinating historical drama with exceptional storytelling and performances. In Urdu/Hindi, I’m a fan of “Made in Heaven” on Amazon Prime Video. It’s a captivating series that explores the complexities of modern relationships and society with a great mix of drama and cultural insight.

FC: What was your favorite happy moment?

MF: One of my favorite happy moments was when I completed my first book and saw it published. It was incredibly fulfilling to see a project I had poured so much effort and passion into finally come to fruition. Sharing that achievement with friends, family, and readers who appreciated the work made it even more special. It was a moment of pride and joy, reflecting the hard work and dedication that went into the project.

FC: Favorite country for the vacation and why?

MF: My favorite country for vacation is Japan. I find it incredibly fascinating due to its blend of traditional culture and modern innovation. The stunning landscapes, from cherry blossoms in Kyoto to the bustling cityscape of Tokyo, offer a unique and diverse experience. Japan’s rich history, delicious cuisine, and the warm hospitality of its people make it a memorable destination. Plus, the opportunity to immerse myself in its distinct cultural practices and explore its beautiful temples and nature is always appealing.

FC: Favorite vacation spot/city of Pakistan and why?

MF: My favorite vacation spot in Pakistan is Murree. It’s a charming hill station with beautiful scenery, pleasant weather, and a serene atmosphere. The lush green hills, panoramic views, and refreshing climate make it a perfect getaway from the hustle and bustle of city life. I also enjoy the quaint streets, local markets, and the opportunity to relax amidst nature. Murree offers a peaceful retreat with plenty of opportunities for hiking and enjoying the natural beauty of the region.

FC: Are you a shopping enthusiast? Click-based or feel-based do you like the most?

MF: I am a bit of a shopping enthusiast! I enjoy both click-based and feel-based shopping for different reasons. Click-based shopping is convenient and allows me to explore a wide range of products from the comfort of my home, which is great for finding specific items or deals. On the other hand, feel-based shopping—where I get to physically touch and try products—is more enjoyable for items like clothing or accessories, where fit and texture play a significant role. It’s all about balancing convenience with the tactile experience depending on what I’m shopping for.

FC: Are you a car lover or a fast driver or you are a back-seater relaxer?

MF: I’m more of a back-seater relaxer. While I appreciate cars and enjoy their design and technology, I prefer to let someone else handle the driving. I find it relaxing to sit back, enjoy the scenery, and perhaps read or listen to music during the journey. It’s a great way to unwind and make the most of the ride without the stress of navigating the road.

FC: Gadget lover? What is your favorite gadget, and why?

MF: Yes, I’m a bit of a gadget lover! One of my favorite gadgets is my smartphone. It’s incredibly versatile, serving as a communication tool, a camera, a navigation device, and a source of entertainment all in one. The ability to stay connected, capture memories, and access a wealth of information and apps at my fingertips makes it an essential part of my daily life. Additionally, I enjoy exploring new features and technologies that enhance its functionality.

FC: What are the essentials in your purse every day, which are the most important things, without which you won’t leave your home?

MF: In my purse, I always carry a few essentials that I consider must-haves. These include:

1. Phone: For communication, navigation, and staying connected.
2. Wallet: To keep my ID, cards, and cash organized.
3. Keys: Essential for getting into my home and car.
4. Lip Balm or Lipstick: For quick touch-ups and hydration.
5. Hand Sanitizer: To keep my hands clean on the go.
6. Notebook and Pen: For jotting down notes or ideas that come to mind.

These items help me stay organized and prepared for various situations throughout the day.

FC: Are you a good cook? What is your favorite dish? And what dish you can make easily and you are very good at?

MF: I enjoy cooking and find it to be a fun and rewarding activity. My favorite dish to cook is probably a classic pasta dish—something like a rich and flavorful homemade spaghetti Bolognese. It’s both comforting and versatile.

One dish I’m particularly good at and can make easily is a vegetable stir-fry. It’s quick, healthy, and allows for a lot of creativity with different vegetables and sauces. Plus, it’s a great way to use up whatever fresh produce I have on hand!

FC: In any newspaper, which segments do you read first? Do you read entertainment segments?

MF: I usually start with the sections that cover current events and business news, as I find it important to stay updated on global and industry-specific developments. I do read the entertainment segments as well, especially for interesting updates on films, music, and cultural trends. It’s a nice balance to stay informed and also catch up on lighter, more enjoyable content.

FC: Who is your favorite actor in Pakistan and the World?

MF: In Pakistan, one of my favorite actors is Mahira Khan. I admire her versatility and the depth she brings to her roles in both films and television dramas.

Globally, I have a lot of respect for Leonardo DiCaprio. His performances across a wide range of genres and his commitment to environmental causes make him stand out both as an actor and a philanthropist.

FC: Favorite eating place? And why?

MF: One of my favorite eating places is a cozy café with a warm ambiance and a diverse menu, where you can enjoy both comfort food and innovative dishes. I appreciate places that offer a great atmosphere, attentive service, and delicious food, whether it’s a well-crafted breakfast, a satisfying lunch, or a delightful dinner. The combination of good food and a pleasant environment makes dining out an enjoyable experience.

FC: Have you ever heard about “Fashion Collection” Magazine? What do you like the most in this magazine?

MF: Yes, I’ve heard of Fashion Collection magazine. What I appreciate most about it is its comprehensive coverage of fashion trends, designer profiles, and style insights. The magazine often showcases a blend of high fashion and street style, offering inspiration for both current trends and timeless looks. Additionally, the features on industry news, fashion events, and interviews with designers provide valuable insights into the fashion world.

FC: Last but not least, what is your suggestion to the new generation especially girls who want to become entrepreneurs or marketers in the future?

MF: To the new generation of aspiring female entrepreneurs and marketers, my advice is:

1. Embrace Your Passion: Identify what genuinely excites you and pursue it with dedication. Passion fuels persistence and innovation.
2. Seek Knowledge and Skills: Continuously learn and stay updated on industry trends. Education, both formal and informal, is crucial for success.
3. Build a Strong Network: Connect with mentors, peers, and professionals in your field. Networking opens doors to opportunities and provides valuable support.
4. Be Resilient: Entrepreneurship and marketing can be challenging. Embrace failures as learning experiences and stay resilient in the face of obstacles.
5. Leverage Technology: Utilize digital tools and platforms to enhance your skills, reach wider audiences, and streamline your processes.
6. Stay Authentic: Be true to yourself and your values. Authenticity helps build trust and credibility in both personal and professional relationships.
7. Balance Ambition with Well-being: Strive for success while ensuring you maintain a healthy work-life balance. Taking care of yourself is essential for long-term achievement.

Pursue your goals with confidence and determination, and remember that your unique perspective and creativity are valuable assets in the business world.