Women to Watch 2024: Batool E Azra, IAL Saatchi & Saatchi

Batool E Azra

Chief operating officer
IAL Saatchi & Saatchi 
Pakistan

Having scaled from the rank of account executive in 2015 all the way to COO, Batool E Azra has plenty to be proud of. She now sits in a C-suite position at IAL Saatchi & Saatchi, a prominent outfit in Pakistan, and is the youngest and only woman to do so in the region within the agency. 

Azra’s day-to-day task is leading mainstream business operations, which involves overseeing marketing strategies and campaigns across various sectors. Her experience in diverse sectors—such as FMCG, healthcare, and beauty—has aided in the agency’s double-digit revenue growth. Aside from that, she spearheads digital transformation, innovation initiatives, guides and mentors her teams, and collaborates with Publicis partners in India and UAE to promote knowledge-sharing and expertise. 

As a rare woman leader in a male-dominated market, Azra works hard to ensure the opportunity granted to her is extended to others. She’s stamped this belief into the agency’s HR strategy, thereon achieving a 50/50 gender split and a rise in young women talent including two hearing-impaired illustrators. Plus, she introduced flexible work arrangements which have benefited new mothers and colleagues who pursue higher studies outside of work. 

Azra is also acutely aware of the value of inclusivity in the larger industry and through creative work. Not only has she pushed social justice and challenged stereotypes through creative campaigns, she’s also managed to attract a diverse clientele that’s committed to giving back to the community. She hopes that these standards are seen as a ‘guiding light’ for the agency past her tenure. 

In Pakistan’s marketing scene, IAL Saatchi & Saatchi is branded as a ‘youthful’ agency and unafraid to challenge the status quo. This is largely down to Azar’s work in ensuring that fresh, brave ideas are spotlighted so much so that young employees tell the agency they join because of these reasons. To boost her team, Azar introduced an internal training programme in partnership with New York-based firm Mechanism Digital, and organised sharing sessions where industry experts share knowledge, and provide on-the-job training. 

More broadly for the industry, she is a member of the Pakistan Advertisers Society where she often proposes initiatives to elevate DEI programmes, promote sustainability, and mentor young talent. When she’s not making strides in Pakistan’s marketing industry, Azar volunteers at The Citizens Foundation and the Karachi Down Syndrome Programme.