Hello, I'm

Zarah Zubin Irani

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My Intro

About Me

Experience

HBL
Management Trainee
2 Years

Education

University of Iowa Master’s in Business Analytics

Education

LUMS
Bachelor’s in Management Sciences
I am currently pursuing a Master’s in Business Analytics at the University of Iowa, where I am building advanced expertise in data-driven decision-making, predictive modeling, and consumer insights. Previously, I served as a Management Trainee at Habib Bank Limited, where I focus on enhancing female participation in the financial sector, designing targeted digital marketing strategies, and conducting in-depth market research to guide product innovation. Prior to this, I earned my Bachelor’s in Management Sciences from the Lahore University of Management Sciences (LUMS), graduating with distinction and a place on the Dean’s Honor Roll. My academic journey at LUMS, shaped by rigorous coursework in data analysis, business analytics, and consumer behavior, laid the foundation for my professional and research interests. With a strong background in business analytics, reinforced by professional experience at HBL and internships at Chevron Pakistan Lubricants and FrieslandCampina Engro Pakistan, I bring a proven ability to apply data-driven approaches to solve complex business challenges and deliver impactful results.

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My abilities

My Experience

Education
Work

O levels

Karachi grammar School
2015 - 2017

A level

Karachi Grammar School
2017 - 2019

BS Management Sciences

LUMS
2019 - 2023

Master’s in Business Analytics

University of Iowa
2025 - 2026

Internship

Vellani & Vellani
July 2017

Internship

Ascend Consulting
July 2018

Social Responsibility Manager

LUMS Photographic Society
August 2020 - June 2021

Internship

FrieslandCampina
June 2021 - July 2021

Teaching Assistant

LUMS
August 2021 - December 2021

Assistant Director

Riayat LUMS Chapter
June 2021 - May 2022

Director Promotions and Publications

LUMS Students Mathematics Society
July 2021 - May 2022

Marketing intern

Chevron
June 2022 - July 2022

Teaching Assistant

LUMS
August 2022 - December 2022

Peer Advisor

LUMS
August 2021 - May 2023

Management Trainee

Habib Bank Limited
July 2023 - July 2025

Teaching Assistant

University of Iowa
August 2025 - Present

Skills

MS Office Suite

Advance

SPSS

Advanced

Interpersonal skills

Strong

Python

Strong

Leadership skills

Strong

Market Research

Advanced

SQL

Strong

Data Analytics

Strong

Honors

Graduated with Distinction

2023

Dean’s Honor Roll

2020 to 2022

Principal's Award

2017
Work Experience

What I have worked on

Teaching
Assistant

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Operations Management & Information Systems Teaching Assistant

University of Iowa | August 2025 - Present

  • Leading weekly sessions for 100+ students, presenting applied cases, and strengthening analytical problem-solving through interactive discussions

  • Assessing quizzes and assignments, documenting progress, and delivering targeted feedback that improve learning outcomes

Management
Trainee

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Management Trainee

Habib Bank Limited | July 2023 - July 2025

  • Empowered Women in Finance: Launched Pakistan’s first "Women for Women Sales Campaign," increasing female customer acquisition by 15% and empowering 200 female relationship managers. Collaborated on Visa’s She’s Next program and Karachi Women’s Festival to support women entrepreneurs.

  • Led Toyota x HBL Campaign: Designed and executed a multi-channel marketing campaign using platforms like TikTok, Instagram, YouTube, and HBL’s digital channels, increasing customer engagement and sales through demographic insights.

  • Executed Digital Campaigns: Collaborated with agencies to develop and run digital marketing campaigns for products like Ready Cash, ensuring alignment with brand strategies and objectives.

  • Research & Strategic Insights: Conducted research on the Future of Payments, influencing product development, and strategized initiatives to promote inclusivity in the financial sector.

Peer
Advisor

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Peer Advisor

Lahore University of Management Sciences | August 2021 - May 2023

  • Assisted students with their course andmajor selection

  • Academic advisor and mentor

  • Conducted and documented meetings every month

Marketing
Intern

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Marketing Intern

Chevron Pakistan Lubricants | June 2022 - July 2022

  • Liaised with vendors, creative and digital agencies for brand activation at Pakistan Auto Show 2022

  • Assisted in the product brand revitalization of Millat Tractors

  • Analyzed competitors’ marketing campaigns on PakWheels and provided recommendations to increase engagement rates and sales of products

  • Conducted a feedback analysis of Uber drivers and provided recommendations to improve the effectiveness of the Uber-Caltex partnership campaign

Director Promotions & Publications

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Director Promotions & Publications

LUMS Students Mathematics Society | August 2021-May 2022

  • Strategically designed and managed social media communication to increase engagement and visibility across multiple social media platforms.

  • Managed the society’s social media platforms to ensure consistent branding

Assistant Director of External Relations & Publications

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Assistant Director of External Relations & Publications

Riayat LUMS Chapter | August 2021-May 2022

  • Strategically led the promotion and execution of high-impact initiatives, including large-scale food drives, book donation campaigns, and community engagement events, significantly enhancing community outreach and fostering meaningful connections with underserved groups.

  • Collaborated with stakeholders to amplify the impact of Riayat's mission to support social welfare projects.

Intern

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Intern

FrieslandCampina Engro Pakistan | June 2021 - July 2021

  • Led Omore's Eid Promotions Campaign across several e-commerce apps, ensuring the availability of products

  • Analyzed marketing campaigns of the Pakistani ice cream competitors, to take countermeasures by assessing trends and assisting in the alignment of strategies

  • Shortlisted and finalized the vendors, for Attendance & Salary Management System via negotiations and thorough cost analysis

Assistant Director of ELAPS

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Assistant Director of ELAPS

LUMS Photography Society | January 2021

  • Developed and implemented performance evaluation criteria for the Golden Hour category, critically assessing over 150 photographs to select the winner.

Teaching
Assistant

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Marketing Teaching Assistant

Lahore University of Management Sciences | August 2021 - December 2022

  • Provided assistance to a class of 100+ students through regular office hours, addressing assignments and course-related queries to enhance comprehension and academic success.

  • Conducted invigilation and grading for final exams and projects, ensuring fair evaluation and adherence to academic standards.

  • Led tutorials for 100+ students, offering valuable insights and guidance to aid in the successful completion of assignments and projects.

  • Created exams, weekly quizzes, and assignment tutorials for students, contributing to the design and implementation of effective and comprehensive assessment strategies.

Intern

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Intern

Ascend Consulting | July 2018

  • Assisted in the talent acquisition process for various job postings in several companies

  • Worked in developing an HR Policy Manual for a manufacturing client

HR Intern

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HR Intern

Vellani & Vellani | July 2017

  • Researched on labor laws in Pakistan in regards to the contractual workers.

  • Worked upon competition laws in relation to predatory pricing, copycat and parasitic copies.

  • Explored case laws in regards to pre-incorporation laws

My Portfolio

Projects

All Research HBL LUMS

Improving Sustainability in Fresh

Food Cold Chains in Pakistan

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Improving Sustainability in Fresh Food Cold Chains in Pakistan

Lahore University of Management Sciences | August-December 2023

Advisor: Dr. Raja Usman Khalid (Assistant Professor at Lahore University of Management Sciences)

Explored the use of Industry 4.0 technologies to enhance sustainability in Pakistan's fresh food cold chains.

  • Conducted extensive field research through in-depth interviews and surveys to explore the potential of Industry 4.0 technologies in enhancing sustainability within fresh food cold chains across multiple cities in Pakistan.

  • Engaged directly with key supply chain actors, focusing on adopting innovative technologies to improve efficiency and reduce environmental impact, particularly in Pakistan's agrarian economy.

Market Analysis of Pepsi

in Pakistan

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Market Analysis of Pepsi Black in Pakistan

Lahore University of Management Sciences | January-May 2022

Advisor: Dr. Khudejah Ali (Assistant Professor at Lahore University of Management Sciences)

Analyzed the factors behind Pepsi Black’s market failure in Pakistan through integrated qualitative and quantitative research methodologies to uncover consumer behavior patterns and identify misalignments in the product's marketing strategy.

  • Conducted exploratory research through an extensive literature review and focus groups to uncover key themes and insights into the factors contributing to Pepsi Black's market failure.

  • Designed and implemented a survey using random sampling to collect data on consumer perceptions related to product design, taste, pricing, accessibility, and communication of Pepsi Black, enabling hypothesis development.

  • Analyzed the data using SPSS, applying advanced statistical techniques such as Chi-Square, ANOVA, Correlation, and Multiple Regression to validate hypotheses and assess the impact of these factors on consumer purchase behavior.

  • Proposed strategic data-driven recommendations for improving messaging, optimizing distribution, and enhancing consumer engagement to align with health-conscious market trends.

Cognitive Biases and Consumer

Perceptions in Green Marketing

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Cognitive Biases and Consumer Perceptions in Green Marketing

Lahore University of Management Sciences | January-May 2022

Advisor: Fahad Mehmood (Assistant Professor at EM Normandie)

Investigated cognitive biases and heuristics influencing consumer behavior in Pakistan regarding green products.

  • Conducted research through analyzing the impact of cognitive biases, including anchoring, confirmation bias, and framing effects, on consumer purchase behaviors in green marketing within the Pakistani market.

  • Conducted extensive literature review, designed and administered structured surveys targeting Generation Z and Millennials, coupled with in-depth interviews, capturing nuanced consumer perspectives on green marketing campaigns.

  • Applied statistical techniques using SPSS, including chi-square tests, independent sample t-test and correlation analysis, to identify critical factors influencing the gap between purchase intentions and actual decisions

  • Developed green marketing strategies, integrating insights on cognitive biases to enable businesses to enhance consumer engagement and drive sustainable purchasing behaviors.

Consumer Buying Behavior

Analysis for Banana & Kale

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Consumer Buying Behavior Analysis for Banana & Kale

Lahore University of Management Sciences | August-December 2021

Advisor: Saima Mujtaba Rana (Adjunct Faculty at Lahore University of Management Sciences)

Analyzed consumer behavior and developed digital marketing strategies for Banana & Kale (B&K), online jewelry brand, targeting Gen Z women in Pakistan.

  • Conducted research through structured interviews, focus groups, participant observation and surveys to identify key purchase drivers, such as brand aesthetics, influencer marketing and affordability influencing Gen Z’s purchasing decision.

  • Mapped out the stages of consumer buying process and analyzed consumer buying roles.

  • Provided recommendations to B&K in product positioning, promotional tactics and customer service which resulted in increased brand awareness, consumer engagement and customer retention.

Women Engagement

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Women Enagagement

Habib Bank Limited | July 2023 - Present

Spearheaded initiatives to increase female penetration in the consumer finance portfolio through targeted sales and marketing strategies.

  • Research on Gender Barriers: Conducted exploratory research to identify systemic and social challenges limiting women’s access to financial products in Pakistan’s consumer finance sector, including direct outreach and interviews with key stakeholders.

  • Tailored Campaign Implementation: Launched a campaign empowering female sales managers to attract female customers, leveraging gender dynamics to improve customer engagement and achieving a measurable increase in female conversions.

  • Commitment to Research: Strengthened interest in the interplay between consumer behavior and data-driven decision-making, with a focus on using theoretical models to analyze marketing data and improve firm strategies for real-world impact.

Retail Management

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Retail Management

Lahore University of Management Sciences

  • Conducted an in-depth analysis of Breakout's 7Ps (Product, Place, People, Process, Physical Evidence, Price, Promotion) to evaluate the brand’s retail strategies across 49 physical stores in Pakistan and online channels.

  • Applied customer journey mapping and the 3R framework (Recognize, Respect, Reward) to identify opportunities for improved consumer satisfaction and loyalty.

  • Developed actionable recommendations, including enhancing product presentations, increasing workforce diversity and optimizing store layouts through feature zones, to drive consumer footfall, conversion rate and loyalty.

Business Analytics

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Business Analytics

Lahore University of Management Sciences

  • Investigated factors influencing literacy and enrollment rates of students and teachers in Punjab’s public schools across various districts.

  • Conducted detailed literature review, applied quantitative analysis (Clustering, Correlation Analysis, Regression Trees, Association Rule Mining) and data visualization using R.

  • Provided targeted recommendations to optimize student enrollment and teacher retention

Strategic Business Management

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Strategic Business Management

Lahore University of Management Sciences

  • Conducted an in-depth strategy analysis of ICI’s diversification and competitive strategies, emphasizing market segmentation, customer targeting, and differentiation.

  • Assessed ICI’s strategic partnerships, including joint ventures and mergers, to enhance brand positioning, expand geographic reach, and increase market share.

  • Developed recommendations, including the adoption of renewable energy, local sourcing of raw materials, and further capacity expansions for improved firm performance by ensuring sustainable growth and market penetration.

Business Ethics

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Business Ethics

Lahore University of Management Sciences

  • Conducted an ethical analysis of Tapal Tea’s Qabool Hai advertisement, exploring its reinforcement of gender stereotypes, false correlation between tea and a “complete home,” and its manipulation of societal norms through associative advertising.

  • Applied ethical theories including Kantian ethics, virtue ethics, and Rawls' theory of justice to critique the ad’s impact on consumer autonomy and the reinforcement of traditional gender roles in Pakistani society.

  • Proposed a shift in the ad’s narrative to focus on celebrating women’s achievements beyond traditional domestic roles, advocating for the portrayal of equality and autonomy in gender representation, and suggesting alternatives to remove harmful stereotypes.

Decision Analysis

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Decision Analysis

Lahore University of Management Sciences

  • Developed a simulation model to determine the optimal order quantity for Bees Natural® in the Attock market, considering uncertainties like bee mortality, supply disruptions, and shifting consumer demand patterns due to COVID-19.

  • Analyzed key variables such as sales price, unit cost, transportation costs, and emergency supply requirements using 1000 simulation iterations to forecast potential outcomes.

  • Applied a risk-averse decision-making approach, identifying an optimal order quantity of 1200 kg that maximized the company's minimum NPV in the worst-case scenario, supporting a strategic expansion with minimized financial risk.

Management

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Management

Lahore University of Management Sciences

  • Led an in-depth analysis of Engro Foods' market challenges, including product quality controversies and weak distribution channels, and assessed the strategic implications of the acquisition by Royal FrieslandCampina to enhance product innovation and market share in the dairy sector.

  • Recommended alternative strategies, including maintaining majority control to leverage FrieslandCampina’s expertise while mitigating risks of losing brand control and market presence, to optimize long-term profitability and market positioning.

Optimization

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Optimization

Lahore University of Management Sciences

  • Developed a linear programming model using Excel Solver to optimize Furniture Planet’s inventory management, addressing issues of inefficient ordering and space allocation, which resulted in delayed customer deliveries and poor service.

  • Created a binary integer programming model to determine the optimal set combinations for in-stock kitchen sets, maximizing the number of timely orders while minimizing space and inventory overlaps.

  • Applied constraints on warehouse capacity and product components to recommend a refined inventory policy, focusing on a smaller selection of kitchen sets, leading to more efficient operations and improved customer satisfaction.

Giving back

Volunteering

Fundraiser

Played the piano for a concert by Harmony in Helping Hands held for fundraising to support LRBT's mission of combating blindness and providing free eye care in Pakistan.

Fundraiser

Performed musical pieces and organized fundraising events to raise awareness and support for Indus Hospital's free healthcare initiatives.

Fixit Orphanage

Collaborated with Fix It Family Home to engage and empower orphaned children through volunteer-led activities, including workshops on personal hygiene and origami to build confidence and life skills.

Student Volunteer

Volunteered at NICH

Assistant Director Riayat

Led promotion and execution of community welfare initiatives, including food drives and book donation campaigns, enhancing outreach and fostering connections with underserved communities as Assistant Director of External Relations at Riayat LUMS.

Volunteer

Volunteered with Karachi Zarthosti Banu Mandal to support elderly care and organize cultural events like the Navroze fete, fostering community welfare and preserving Zoroastrian heritage.

Coordinator Of Volunteers

Coordinated volunteer activities and organized events, including World Diabetes Day, to promote health initiatives at the National Institute of Child Health.

Get in touch

Contact Me

Email

zarah.irani13@gmail.com Write me

Whatsapp

319 259 2200 Write me