A creative take that connects her background in literature to her significant achievements in finance and marketing.
Raeda Latif‘s journey from the world of literature to the commanding heights of financial markets is a testament to her versatility and vision. As the Chief Marketing & Business Development Officer at Pakistan Stock Exchange, she brings over two decades of expertise spanning marketing, brand strategy, and business development. Raeda’s deep understanding of both B2B and B2C dynamics, coupled with her relentless pursuit of innovation, has made her a transformative leader in the financial sector.
Early Foundations: A Love for Literature
Raeda Latif began her journey far from the high-paced world of finance. Growing up, she was deeply inspired by the written word, immersing herself in literature and pursuing a degree in Linguistics. Her fascination with language led her to complete a Master’s degree in English, where she learned not only the power of communication but also the art of connecting with people’s emotions—a skill that would serve her well throughout her career.
Despite her love for the arts, Raeda’s curiosity for business and a desire to challenge herself drew her into a different direction. She decided to pursue an MBA, specializing in Marketing and IT. “I wanted to combine my passion for storytelling with a platform that could impact people’s lives on a larger scale,” she recalls. This blend of creativity and strategy became the hallmark of her future endeavors.
Stepping into the World of Business
Raeda began her professional journey in advertising, where her creative instincts were fully put to use. Starting at Circuit FCB Advertising in 1997, she worked as an Account Manager, where she managed campaigns for major brands like Tapal Tea and Habib Oil Mills. These early years were formative, providing her with firsthand exposure to both brand strategy and the importance of creating meaningful consumer connections.
“I didn’t just want to create ads; I wanted to craft experiences that resonated with people,” Raeda recalls. This philosophy carried her forward, from managing the brand portfolio of Habib Oil Mills to overseeing the expansive product line of Cybernet, where she led initiatives to penetrate eight major cities with innovative digital services. She was learning the ropes, but even then, she was driven by a desire to achieve more—to impact not just products but industries.
The Shift to Finance: Crafting Brands in a New Realm
Her career took a decisive turn in 2004 when she joined Union Bank, followed by IGI Financial Services as the Group Head of Marketing. It was here that Raeda began her journey in the financial sector, bringing with her a fresh perspective and creative approach that were uncommon in an industry steeped in tradition. She handled the branding and strategic communication for IGI, covering diverse sectors like insurance, investment banking, and securities. Over the next few years, Raeda took on more complex roles, each demanding a higher level of responsibility.
One of her pivotal roles came at UBL Fund Managers, where she headed Marketing, Product Management, and Alternative Distribution Channels across Pakistan, UK, and UAE. “Raeda is extremely driven at taking projects to new heights,” noted Hamza Ayub, Chief Marketing Officer at Convenience House AG, who worked alongside Raeda on a major rebranding project. “She’s always on the lookout for the next big thing—a mindset that is highly required in the marketing world.” Under Raeda’s guidance, UBL Funds added multiple new distribution channels, increasing both reach and profitability.
Raeda’s experience wasn’t just about marketing products—it was about designing strategic frameworks that propelled organizations forward. “My aim has always been to understand the intricacies of each industry and then mold marketing strategies that directly align with business goals,” Raeda says. Her work at IGI and UBL was testament to this belief, as she not only developed branding campaigns but also cultivated crucial partnerships and distribution channels.
Leading at the Pakistan Stock Exchange
In August 2018, Raeda Latif joined the Pakistan Stock Exchange (PSX) as the Chief Marketing & Business Development Officer, a role that has proven to be the pinnacle of her career so far. Stepping into PSX meant navigating a complex environment filled with financial regulations, investor psychology, and market dynamics—challenges that Raeda embraced wholeheartedly. Her leadership transformed PSX’s brand image, establishing it as a central force in investor education and outreach.
One of Raeda’s standout contributions was launching the Financial Literacy Initiative, aimed at empowering everyday citizens to make informed financial decisions. “I believe financial literacy is the key to changing lives. Investment is not just about numbers; it’s about securing futures,” she emphasizes. The initiative has since reached thousands of people across Pakistan, offering seminars, webinars, and even virtual trading tools to democratize knowledge about investing.
Her focus on investor education also extended to World Investor Week, where Raeda emphasized the importance of knowledge in mitigating risks. “Many new investors jump in without understanding the market—our goal at PSX is to make sure they’re informed and prepared,“ she explained in an interview on Geo News in October 2024. The recent performance of PSX, which has been setting new records, serves as a testament to the impact of her efforts.
Richard Morin, President at Archer Gestion de Portefeuille and former manager of Raeda at PSX, has remarked on her profound influence: “Raeda’s leadership abilities helped transform PSX into a truly professional organization. She knows how to surround herself with competent professionals and keep her team motivated.” Richard further added, “I would not hesitate to hire her again!” Her initiatives—such as promoting financial literacy for women, advocating for UN Sustainable Development Goals, and introducing tools like the one-share lot for beginner investors—have not only broadened participation but have also aligned the PSX with global standards in sustainability and inclusion.
Championing Family and Community Welfare
Raeda Latif has not only made her mark in the financial and corporate sectors but also in improving community welfare. She has been an advocate for enhancing the support available to working parents, notably contributing to initiatives that revolutionize the daycare and babysitting landscape in Pakistan. In a 2013 interview with The Express Tribune, Raeda discussed how essential accessible and reliable daycare services are for empowering working women and enabling them to participate fully in the workforce. Her advocacy extends beyond her role in finance, aiming to foster environments where families are supported, and children can thrive.
A Resilient Advocate for ESG and Sustainability
Raeda Latif has emerged as a vocal advocate for Environmental, Social, and Governance (ESG) initiatives. In 2024, she was recognized by Biz Today International as the ‘Best Female Marketer in the Corporate Sector,’ a prestigious honor acknowledging her relentless advocacy for ESG compliance and corporate responsibility. She spearheaded PSX’s involvement in initiatives like the UN Sustainable Stock Exchanges (SSE), the UN Women Empowerment Principles (WEPs), and the World Federation of Exchanges (WFE).
“Raeda is a resourceful and dynamic person with the foresight and capability to innovate and align her work and company strategy with market changes,” says Aly Osman, Group Chief Internal Auditor, who worked alongside her in different teams. Her efforts have not only positioned PSX as a leader in ESG compliance but have also promoted financial instruments that align with global sustainability goals.
Raeda’s thought leadership on these subjects extends beyond her office walls. In her recent blog titled “The Right Investment Choice at a Time of Inflation,” published in The News in May 2024, she discussed the challenges of investing during periods of high inflation and provided insights on building diversified portfolios. “Savings alone aren’t enough to beat inflation—investing smartly is key,” she wrote, articulating the importance of calculated risk-taking in ensuring financial security.
Public Speaking and Thought Leadership
Raeda Latif represented Pakistan at the UN Women Conference held in Manila, where she discussed the importance of technological innovation, gender empowerment, and ethical practices in business. She emphasized how empowering women in the economy could have a transformative effect, potentially boosting Pakistan’s GDP by 60% by 2025.
Raeda also participated in the 2023 Asia-Pacific Women’s Empowerment Principles (WEPs) Forum in Manila, Philippines. At this forum, she outlined the Pakistan Stock Exchange’s ongoing efforts to promote gender equality and empower women in the corporate sector. Raeda emphasized PSX’s commitment to adopting women-friendly policies in governance, workplace practices, supply chains, and community engagement, all in line with the Women’s Empowerment Principles. She also highlighted the importance of succession planning for family-owned businesses, to ensure that women could take on leadership roles in future generations.
Additionally, Raeda has been invited as a keynote speaker to numerous other international forums and served as a jury member for prestigious awards, including the Effie Awards Pakistan and Dragons of Asia Advertising Awards. She frequently participates in webinars and panels focused on investment and economic growth. Her contributions to digital finance, such as pioneering the Roshan Equity Investment Account and developing innovative product lines, mark her as a forward-thinking leader in the sector.
Personal Insights: Balancing Career, Family, and Self-Development
While Raeda’s professional accomplishments are inspiring, her personal journey is equally remarkable. Balancing a demanding career with her roles as a mother, wife, and sibling, Raeda embodies resilience. “The initial years of married life, particularly balancing work and family, were incredibly challenging,” she shared in a recent interview with CXO Global. “But it’s that resilience—the ability to push through and grow—that defines who I am today.”
She credits much of her success to continuous learning and mentorship. Raeda is an advocate for lifelong learning, often dedicating hours to reading about emerging trends in technology and finance. “I dedicate an hour or two every day to reading up on new trends—whether it’s about CRM systems, AI, or sustainability,” she mentions. Her commitment to staying ahead of the curve has made her not only a competent executive but also a mentor to many in the industry.
The Journey Continues: A Visionary Leader
From her beginnings in literature to her transformative role in financial markets, Raeda Latif’s journey has been one of evolution, resilience, and purpose. She has not only shaped brands but also transformed institutions and influenced lives through her advocacy for financial literacy and sustainable investing. Her leadership at PSX is about more than just numbers—it’s about creating opportunities, empowering people, and building a sustainable future.
“Don’t just save your money—invest it,” Raeda often says. It’s a philosophy she embodies in her work and in her life, as she continues to push the boundaries of what’s possible in the financial world.
Key Insights from Raeda Latif’s Journey
- Embrace lifelong learning; growth never stops regardless of your career stage.
- Resilience is key—push through challenges, and they will eventually seem smaller.
- Invest in financial literacy; knowledge is power, especially in securing your future.
- Balance work and personal life by making dedicated time for each, without compromising.
- Understand industry intricacies and align strategies directly with business goals for impactful success.
Editorial Notes
Raeda Latif’s story is a testament to the power of resilience, adaptability, and lifelong learning. From her humble beginnings in literature to spearheading business and marketing efforts for one of the most prominent financial institutions in Pakistan, her journey reflects resilience, adaptability, and a commitment to lifelong learning. Her passion for strategic thinking and dedication to personal and professional growth have driven transformative results, inspiring others along the way. As an advocate for financial literacy, ESG principles, and women’s empowerment, her mission extends beyond personal achievements, aiming to create opportunities and pave the way for others to thrive.
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