Not every day do you meet someone who moves seamlessly from the world of literature into the heart of Pakistan’s financial markets, and owns both spaces with equal grace. Raeda Latif’s journey is as inspiring as it is unconventional. Currently the Executive Director and Country Head at CABM, Standard Chartered Bank, Raeda has spent over two decades shaping the way financial institutions connect with people. From ad agencies to boardrooms, from the written word to investor confidence, her path has been anything but linear. It’s a story shaped by courage, curiosity, and a deep belief in the power of communication. In this candid conversation with Daily Times, Raeda opens up about her love for language, her pivot into finance, and the lessons she’s learned while building brands and breaking glass ceilings.
Daily Times: You’ve led marketing for some of the most influential financial institutions in the country. What’s your go-to mantra when building a brand in an industry often wrapped in jargon and seriousness?
Raeda: My go-to mantra is: “Humanize the brand, simplify the message, and stay relentlessly relevant.”
In the financial sector, where complexity and formality can often distance institutions from their audiences, I believe the most powerful brands are those that engage with empathy and authenticity. Finance, by its nature, can be dense and intimidating. So, my focus has always been on demystifying the language of money and building trust by making financial conversations more inclusive, relatable, and empowering. Whether it’s listing equities, promoting SME financing, or advocating for digital financial inclusion, I always start by asking: “How does this improve someone’s everyday life?”
At its heart, even the most complex financial product is about enabling dreams, owning a home, growing a business, educating a child. I try to bring those aspirations to the forefront in every campaign. We don’t just talk about debt instruments or capital markets, we talk about progress, empowerment, and opportunity.
Brand-wise, I champion a balance between credibility and creativity. At PSX, it meant repositioning the exchange as an accessible avenue for investment, not just an elite financial arena. At Standard Chartered, it’s about amplifying our global brand values with local authenticity, whether that’s through storytelling, women-led entrepreneurship programs, brand offering and digital campaigns that meet people where they are, especially via digital channels.
So, my approach to branding in finance is: strip the jargon, tell stories that matter, and build trust one clear message at a time.
Whether working on capital market engagement or financial inclusion initiatives, I focus on translating technical narratives into meaningful human stories that resonate across diverse segments.
Inclusive interaction plays a critical role in this process. I actively believe in engaging cross-functional teams, stakeholders, and communities to ensure our messaging is not only accurate, but also accessible and reflective of the voices we aim to serve, ensuring that the on-ground brand communications reflect the aspirations of entrepreneurs, investors, corporates, underserved segments, and emerging talent alike.
At the core of my approach is the belief that financial brands must do more than inform, they must inspire confidence, spark participation, and elevate the people they serve. This means simplifying jargon without diluting meaning, creating platforms that amplify diverse voices, and designing campaigns that are not only strategic but deeply human in intent and impact.
Daily Times: What’s more challenging, breaking down stock markets for the average person or selling a bold marketing idea to a conservative boardroom?
Raeda: In my experience, both are equally important, and both demand a high level of empathy, clarity, and strategic communication. Each situation presents its own unique challenge, and success depends on understanding your audience deeply and aligning the message with their context, values, and aspirations.
When breaking down stock markets for the average person, the challenge lies in translating abstract, often intimidating concepts into something relevant and empowering. It’s not just about simplifying information; it’s about building trust and fostering financial literacy in a way that invites participation especially from those who may have felt excluded from these conversations.
On the other hand, presenting bold ideas to a conservative boardroom requires a different kind of skill: the ability to balance innovation with risk-awareness, and to frame creativity in a way that supports business goals and brand integrity. It’s about showing how fresh thinking can solve long-standing challenges, and demonstrating the value of transformation through insight, not just inspiration.
Ultimately, both scenarios are about influence, whether it’s influencing public perception or internal decision-making. As a leader in financial marketing, I see it as my responsibility to bridge these worlds, to advocate for creativity that is grounded in strategy, and for financial education that is rooted in accessibility.
Daily Times: From fintech to retail, B2B to B2C, how do you pivot your marketing mindset across industries without losing your own voice?
Raeda: Pivoting marketing across verticals from fintech to retail, B2B to B2C, starts with understanding the unique drivers of each space while anchoring every strategy in a consistent purpose and voice. A marketer requires to be both adaptable and authentic. Having been a student of literature, a deep study of human emotions and then consumer behaviour, both have helped me understand human psychology, attitudes and emotions. People respond to various circumstances and messages in multiple ways.
My approach begins with a deep understanding of each industry’s unique dynamics and audience expectations. For developing effective campaigns, I integrate insights from my experiences in financial services, IT, and retail to craft a comprehensive marketing strategy. This strategy encompasses digital innovation, investor education, and sustainability advocacy, aiming to resonate with a diverse investor base ranging from high-net-worth individuals to salaried professionals, large corporates and SMEs. By leveraging digital tools and analytics, I focus on tailoring the outreach to effectively engage each segment, ensuring relevance and impact
Maintaining one’s voice across these varied sectors hinges on a clear set of core values and a commitment to purpose-driven marketing. Whether promoting financial literacy through PSX’s initiatives, product offerings for Standard Chartered Bank in Pakistan or advocating for ESG compliance, my focus has always been on building trust and fostering meaningful connections. This consistency in purpose allows for flexibility in tactics while ensuring that the brand’s essence remains intact. By staying true to these principles, I’ve been able to adapt strategies across industries without compromising the integrity of the message.
Daily Times: Was there ever a moment when you had to challenge the “this is how we’ve always done it” mindset? What kind of pushback came your way and how did you handle it?
Raeda: Yes! on several occasions in my professional journey I’ve encountered the ‘this‑is‑how‑we’ve‑always‑done‑it’ mindset. Instead of confronting it head-on or taking an aggressive stance, I’ve taken a calm, curious approach, asking thoughtful questions to understand the rationale behind existing practices. That calm demeanor created a space for open dialogue and allowed me to frame new perspectives without triggering defensiveness. In many cases, once the connection was established, it was easier to explore small tweaks or pilots, not wholesale overhauls, guided by clear objectives and measurable outcomes
Handling push-back with consistency over time has been key. I prioritize patience and transparency, breaking down change into manageable steps, regularly sharing progress, and acknowledging contributions from across the team. By focusing on collaboration rather than conflict, I believe in navigating resistance rooted in fear of disruption or workload concerns. This steady, empathetic approach helps build trust, turning early skeptics into allies and embedding a culture of continuous improvement rather than confrontation.
I’ve had the privilege of working with supervisors who taught me the value of consistency and persistence. Throughout my career, I’ve observed how successful leaders navigate challenges and have learned by watching them closely. I’ve adopted their behaviour patterns and woven them into my own approach. We learn not only from our mentors and seniors but also from our junior colleagues. Achieving one’s objectives doesn’t always require noise — calm, silent persistence can be just as powerful.
Daily Times: As a faculty member at top business schools, what’s one piece of career advice you consistently pass on, something that’s stood the test of time?
Raeda: My first and most emphatic advice to the students is to Embrace change and Champion Growth. Every day we step into a new world, the sun rises with a new message, a new beginning, a new chapter and we must be adept, equipped and open to it, not take it head on but embrace it. And growth is the way to develop oneself. We must stand as champions of growth, improvement, development and learning. They are at the dawn of their career, and this is the best time to adopt the key life-changing beliefs. Adopt this mantra and live life accordingly.
Furthermore, investing in relationships and values is another integral life lesson that has stood the test of time. As Tim Cook, Apple’s CEO, in one of his speeches stressed that every choice, big or small, should be rooted in your values, as they form the foundation for meaning and fulfillment.
Daily Times: Your love for creative writing and poetry is well known. Has that artistic side ever shaped how you craft brand stories or campaigns in the business world?
Raeda: Absolutely! my passion for creative writing and poetry profoundly shapes how I craft brand stories and campaigns. Poetry has taught me the power of rhythm, vivid imagery, and emotional resonance. It gives me insight into human behaviour and response mechanisms. When I approach campaign narratives, I’m always looking to distill complex ideas into concise, simple, evocative expressions, the same way a poem conveys profound meaning within just a few lines. That emphasis on distillation helps me build brand messaging that cuts through noise, connects emotionally, and leaves a lasting impression whether in ad copy, social media, or short form storytelling.
The artistic lens also brings strategic advantage. Creative language, like metaphor, rhythm, and imagery enhances memorability, engagement, and even consumer loyalty. By weaving poetic elements into our brand voice, we elevate campaigns beyond transactions, creating immersive, emotionally driven experiences. This approach doesn’t just differentiate brands in crowded markets, it builds deeper trust and emotional connection with audiences, turning viewers into advocates.
Daily Times: In the middle of all the high-stakes transformations, was there ever a “what have I gotten myself into” kind of moment? One that made you rethink things?
Raeda: Yes, I’ve certainly had moments during high‑stakes transformations where I thought, ‘What have I gotten myself into?’ and many a times, the thought to wrap up and walk out has crossed my heart, but that is when I have listened to my head. Rather than making an abrupt exit, I chose to stay and lean into the experience. I approached those situations with intentional calm: observing what’s working, what’s not, and where the friction really lies. This mindset grounded in self‑reflection has helped me in carving my career path.
Over time, I’ve learned that every difficult situation has something vital to teach. By breaking big challenges into smaller steps and tracking key insights what went well, what could be refined, modified or changed, I transformed uncertainty into a learning journey. That practice of looking for growth rather than escape aligns with the broader strategy of reflect, seek feedback, and reframe setbacks as lessons.
It’s not always easy, but this steady, learning-focused perspective has repeatedly guided me through complexity and helped me to emerge stronger on the other side. Staying the course isn’t about bravado, it’s about curiosity and resilience.
Daily Times: You’ve managed to blend risk with creativity in some seriously high-pressure environments. What’s your personal formula when the stakes are sky-high but innovation can’t take a back seat?
Raeda: When the stakes are sky-high, I rely on a personal formula rooted in ambidextrous leadership, firmly grounded in discipline but open to creativity. I maintain reliable processes for core operations, ensuring dependability and efficiency, while actively carving out space for experimentation, testing small, smart ideas and learning rapidly from each pilot. This balance allows innovation to flourish without derailing our foundations.
At the same time, I want to make sure that people stay humane and energized. I build in deliberate breaks and reflection moments to prevent burnout. I strongly believe in fostering psychological safety, encouraging everyone to speak up, admit mistakes, and share ideas without fear, because when people feel safe, they’re more likely to innovate. I also celebrate both smart successes and smart failures, reinforcing that every outcome, whether triumphant or instructive is part of our growth journey. It’s this blend of structure, creativity, and empathy that allows high-pressure innovation to not just survive but thrive.
Daily Times: Spanning industries like tech, banking, and retail, What’s the secret sauce to staying relevant and not letting any space box you in?
Raeda: Staying relevant across tech, banking, and retail comes down to balancing rigorous fundamentals with continuous learning and cross-pollination. I ensure core operations, whether it’s compliance in banking, customer experience in retail, or rapid deployment in tech are solid and dependable. At the same time, I consciously set aside time to explore emerging trends, experiment with new ideas, and bring fresh perspectives from one industry into another. This dual focus allows me to stay efficient without becoming siloed or complacent.
Beyond process, the real “secret sauce” is a lifelong curiosity and emotional engagement. I commit to ongoing learning about people, technologies, and cultural shifts and nurture genuine relationships that keep me grounded in real-world needs. By listening deeply and staying open to new narratives, I avoid being boxed in. It’s this combination of disciplined execution, deliberate exploration, and human-centered insight that keeps me agile, adaptable, and consistently impactful no matter the sector.
Daily Times: ‘Silent Whispers of My Soul’ is such a powerful title. If your marketing journey had its own poetry title, what would it be called and why?
Raeda: If my marketing journey were a poem, I’d title it “Verses in the Marketplace.”
That title reflects how, much, like in poetry, I aim to infuse rhythm, emotion, and metaphor into every brand story. Poetry taught me that a few carefully chosen words, when structured with purpose and feeling, can resonate far beyond the page. In the same way, when working on crafting campaigns my focus is to not just to communicate features but evoke a sense of meaning and connection.
“Verses in the Marketplace” also captures how creativity and commerce coexist in harmony. Every campaign, every brand narrative is like a stanza, adding to a larger story that shapes perception and inspires behavior. It’s a title that reminds me, and tells my audience, that marketing isn’t just about messaging, it’s about music, movement, and meaning wrapped in a story.