Bushra Aafaqi
Director, Marketing Services @Unilock
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WORK HISTORY
Director, Marketing Services @Unilock
Lead enterprise-wide marketing, digital, and brand platforms across six business units in the U.S. and Canada, owning strategy,$6M+ budgets, agency partnerships, and high-performing team development.Additionally, in this expanded role, I oversee in-house studio operations (creative, UX/UI, web, and content), driving scalable production workflows, resource planning, and quality standards across all marketing outputs.Champion process transformation and operational excellence, implementing structured intake, prioritization, and delivery frameworks that improve speed-to-market, cross-functional alignment, and visibility into marketing impact.Partner closely with executive leadership to translate business strategy into integrated go-to-market execution, demand generation, and customer experience initiatives that drive measurable growth.
EDUCATION
Kendriya Vidyalaya
High School
International Islamic University Malaysia
BBA, General Management
Ryerson University
MBA, Tech Management and Innovation
Universiti Sains Malaysia
MBA, IT Management
SKILLS
ABOUT BUSHRA AAFAQI
I’m a senior marketing leader with 15+ years of experience driving enterprise growth, brand transformation, and customer experience across B2B and B2C organizations in building materials, financial services, and consumer services.Currently, I lead enterprise digital, brand, and customer experience platforms across North America at Unilock, partnering with executive leadership to translate business strategy into scalable marketing, demand generation, and go-to-market execution. My work sits at the intersection of digital transformation, commercial growth, and customer-centric experience design.I bring a strong track record of building and leading high-performing teams, managing multi-million-dollar budgets, and delivering measurable business impact in complex, multi-stakeholder environments. My experience spans brand strategy, digital ecosystems, UX, SEO, CRM, marketing automation, and full-funnel demand generation.More recently, I’ve been leading the adoption and rollout of AI-powered marketing tools and emerging technologies to improve team efficiency, accelerate content production, enhance personalization, and enable smarter, data-driven decision-making across the marketing lifecycle.Beyond corporate leadership, I have also contributed to developing future marketing talent as a faculty member at Sheridan College, where I taught paid digital marketing and customer journey strategy courses — staying at the forefront of emerging tools, platforms, and industry trends.Key highlights:• Building modern, AI-enabled marketing organizations• Led enterprise digital transformation initiatives driving significant YoY growth in traffic, leads, and revenue• Built and scaled marketing teams and operations across regions and business units• Delivered measurable ROI through data-driven marketing, automation, and performance optimization• Strengthened alignment between marketing and sales to improve pipeline quality and conversion• Managed complex agency ecosystems and large-scale budgets to deliver integrated marketing programsI’m particularly passionate about building strong marketing organizations, unlocking growth through digital innovation, and creating meaningful customer experiences that drive long-term business value. Ideal next role - VP / Senior Director roles in Marketing, Growth, Brand, and Digital Transformation.Marketing Strategy | Go-to-Market Strategy | Brand Strategy | Revenue Growth | Demand Generation | Marketing Leadership | Digital Transformation | Executive Stakeholder Management | Budget Management | Agency Management
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