Rifah is an award-winning marketer with almost 2 decades of marketing experience spanning various industries in Pakistan. 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. She has served on various local and international creative show juries as an industry expert. A passionate advocate for purpose-driven marketing, Rifah is dedicated to leveraging her expertise to create meaningful social change through her work.