A media strategy and marketing communications professional with 11+ years of experience in integrated media planning, data driven marketing, and full-funnel communication strategy. Over his career, he has led and contributed to 1,000+ campaigns across television, digital platforms, out-of-home, and performance media, delivering measurable business impact for leading brands.

Arif has worked across multiple industries including Telecommunications, FMCG, Banking, Insurance, Food Delivery, and Digital Services, developing expertise in media investment strategy, audience intelligence, and cross-channel campaign orchestration.

He has served as a jury member for industry awards including Commward and Digital Marketing Award, as well as the Festival of Media APAC. Arif brings a strong focus on media effectiveness, innovation, and measurable business impact in modern communications.