Raabia Riaz, a data scientist and expert in performance marketing, is an exceptionally talented tech leader who has worked with several brands, helping them grow through smart data insights, creative digital strategies, and mentorship. Her journey from the peaceful mountains of Islamabad to the busy streets of London is one filled with courage, curiosity, and the determination to follow her own path.
Growing up in Islamabad, Raabia was always fascinated by how technology connects people. But her choice to pursue tech wasn’t an easy one. “My family wanted me to be a doctor,” she recalls with a smile. “They used to say things like, ‘You’re good at science, so why not medicine?’ But I was always drawn to understanding systems, data, and how things work behind the scenes.” Choosing a career in technology, especially as a woman from Pakistan, meant challenging expectations and stepping into a space that few around her understood.
Today, as the Lead Marketing Analyst at Social Brand Up, Raabia helps companies make sense of their data. She studies how people interact with brands online, measures what works and what doesn’t, and helps teams create strategies that connect better with their audiences. She turns complex numbers into clear insights that guide decision-making and creativity side by side.
Before moving to London, Raabia worked as a Data Scientist at NAUF Networks in Pakistan, where she helped automate social media data and build dashboards that made analytics easy for clients to understand. Her work showed how data could tell stories and shape smarter business choices. It also helped her see how technology could be both logical and human.
Beyond her professional work, Raabia is also a published researcher. Her paper with Oxford University Press explores how online communities and digital behaviour shape engagement, and another publication is on its way. She continues to combine research, technology, and marketing to understand how people connect in digital spaces.
But perhaps what makes Raabia most inspiring is how she uses her story to lift others. She mentors young women who want to enter tech, encouraging them to follow their curiosity even when others don’t understand it. Her journey, from the hills of Islamabad to the heart of London’s tech world, reminds us that breaking stereotypes starts with believing in your own story.
She is also active on LinkedIn, where she regularly shares insights and offers guidance to young women pursuing careers in technology. You can connect with her there to learn from her experience and journey.