Project
Careem
Early Careem — helped scale from 1 city to 14, ~100 rides/day to 300K, and 1.4K to 4M+ users across brand, product, 150+ campaigns, captain education, and Careem Bikes.
Outcomes
- 4M users
- 300K daily rides
- 300 campaigns
- 2B campaign reach
Overview
Careem was where I learned to work fast and take full ownership of whatever needed to be built. I joined early — scrappy, collaborative, and always with a “figure it out together” mindset.
Scale
I helped the team grow from 1 city to 14, scaling daily rides from ~100 to 300K and users from 1,400 to 4M+. As Careem expanded across Pakistan’s cities, languages, and transport types, I worked across brand and product to keep the experience coherent.
Product & campaigns
I launched 150+ major campaigns, helped shape Careem’s early visual identity, supported captain education, introduced Careem Bikes in three cities, and built tools like BRANDMASTER to keep the brand consistent at scale.
Culture & impact
Campaigns reached 2B+ engagements. More than the metrics, Careem’s ownership culture stayed with me — everyone felt they were building something bigger than a job. Proud to have played a part in Careem becoming the first unicorn in the Middle East.