Rifah is an award-winning marketer with 17 years of experience spanning various industries in Pakistan. Recently she was the first Pakistani to be honored with the Courageous Client Award at the Caples Awards UK and has also won Red Dragon Leader of The Year away at Dragons of Pakistan. She currently leads Marketing and Corporate Communications at Easypaisa, Pakistan's largest fintech. A passionate advocate for purpose-driven marketing, Rifah is dedicated to leveraging her expertise to create meaningful social change through her work.