LIBRAFF
Shaping Impact Through Literature
THE VISION
As LIBRAFF's Head of Marketing and PR, my goal was to lead Azerbaijan’s largest bookstore chain through a post-pandemic revival, ensuring it not only survived but thrived in both physical and digital spaces. I envisioned a stronger, more connected community centered around literature, fostering growth through innovative customer engagement and strategic partnerships.
THE BREAKTHROUGH
I reversed the pandemic's effects by boosting e-commerce, enhancing CRM, and launching 50+ loyalty programs, 120+ events, and major partnerships, which led to opening a new branch. Together with my team, we created the Ramiz Rovshan Book Prize and Young Novelist Awards, giving young writers a platform to publish their work. Collaborating with McDonald’s, UNICEF, and WWF, I led initiatives like fairytale therapy for children affected by the Karabakh War and a large-scale environmental campaign that resulted in planting 1001 trees. We also doubled LIBRAFF’s social media engagement, marking a transformative era for the brand.
