Apr 2021 – Present · 4 yrs 11 mos · Dubai, United Arab Emirates

Nov 2020 – Present · 5 yrs 4 mos · Dubai, United Arab Emirates

• Responsible for overlooking marketing and analytics for the group including Zara, Bershka, Masimo Dutti, Mango, Zara Home, Decathlon, Virgin, and F&B (Paul) along with launching and scaling of their new marketplace - Azadea.com

Nov 2020 – Present · 5 yrs 4 mos

Dec 2019 – Nov 2020 · 11 mos · United Arab Emirates

• Responsible for 360 degree Marketing (Performance, CRM, Creative, Social, Offline and Instore), Analytics, and Growth for Apparel Groups eCommerce websites - 6thStreet, Adidas, Tommy, Rituals, Aldo, etc.
• Managing all marketing channels for the above (Web/App, Social, Digital, Performance, CRM, Affiliates, Influencers, Content, SEO)
• Fixing analytics for all websites including Revenue, enhanced eCom for App and Web (Banner Tracking, PLP views, PDP Views, Funnels), etc.
• Fixing signals, feeds, and pixels setup for performance marketing and was able to improve the ROI by more than 3X.
• Reducing CPA by 250% while growing our customer acquisition count.
• Growing CRM activity from 10% to over 25% of the business.
• Building dashboards for performance marketing and merchandising teams and bringing daily, weekly and monthly reviews in place.
• Reporting on category/brand/product wise views, clicks, conversions across App and Web in Data Studio.
• Kick starting an offline reporting module to utilize this data for reporting and optimization on Facebook (SSO) and Google (SSD)
• Setting dashboards to track ATC failures, Purchase Failures, etc to improving tech and fix glitches in real time.
• Launching an ORM project to improve rankings for the brand across the Web.

Jul 2017 – Dec 2019 · 2 yrs 5 mos · Dubai

• Managing cross channel marketing and reporting directly to the CEO
• Managing paid search, display, social, retargeting (Criteo), app installs, app retargeting, programmatic, influencers, affiliate, SEO, push and email marketing activities.
• Building reporting dashboards for the stakeholders, reporting on offline conversions and testing and consistently evaluating better ways to help improve performance marketing mix.
• Driving store visits through digital channels and reporting on incremental footfall and revenue in stores
• Communicating with Creative, Development and Email team to push campaigns and drive efficiencies by implementing processes that help streamline the workflow.
• Driving change within the group and on boarding the best digital strategies and partners which has helped deliver improvements across brands.
• Reporting to stake holders on PNL, ROI, CPA and maintaining costs and invoices related to all performance marketing activities.
• Dealing with partners and building relationships to ensure that Landmark is on top of mind for whitelist products, AB testing, etc with Google, Facebook, Criteo, etc.
• Through testing and optimization, decreased the CPA by 140% and improved ROI by 160% from paid marketing activities while increasing the spends and going for growth.
• Grew online revenue by 10X in over a years time from paid and organic channels individually.

Aug 2015 – Jul 2017 · 1 yr 11 mos · United Arab Emirates

• Managing the digital spends of Emirates Airlines, Sun and Sand Sports, Dubai Government, MoneyGram and a few other
• clients across their digital channels and helping them manage budgets worth Millions of Dollars.
• Managing various regions for the worlds largest search account Emirates Airlines on over up to 6
• different search engines.
• Hands on experience on Google Adwords, Double Click, Google Analytics, Facebook, Instagram,
• Twitter, and other digital platforms.
• Running App download campaigns for Dubai Government for their Application - DubaiNow. Utilizing
• display, social and search for the purpose.
• Communicating and coordinating client service ensuring that strategy supports overall brand goals
• and objectives.
• Managing & training a team of enthusiastic account executives, and ensuring their proper enrollment and efficiency
• Using RTB to ensure that the best possible results are achieved on the platform.
• Experimenting with different techniques and reporting on the most suitable solution to increase the
• ROI for massive digital spend and to increase the teams efficiency on the account.

Nov 2013 – Aug 2015 · 1 yr 9 mos · Dubai

• Boutique 1 is the ultimate fashion and lifestyle destination in the Middle East, housing some of the world’s most coveted designers from around the globe. Launched in 2003 as the UAE’s first high fashion multi-brand concept, Boutique 1 now has multiple stores across Dubai, Beirut and London. My work at Boutique 1 is particularly in their Ecommerce Department which is one of their core business. Within 6 months of my hiring the sales for Boutique 1 increased by a staggering 400%. To accomplish that I have been taking care of the below:
• Managing the PPC Program for Boutique 1 as well as launching Google Shopping ads and Dynamic Retargeting to enhance the revenue being generated through Google.
• Managing Affiliate Programs like LinkShare to increase the Sales of the Company. Along with that I have been responsible to enhance the relationship with different publishers to ensure maximum Revenue can be generated from them.
• Reporting on the Ecommerce Conversions using Magento and Google Analytics
• Taking responsibility for the SEO and SEM of the company.
• Running Advertisement campaigns on (Google, Facebook and other Publisher Websites)
• Using different Email Marketing Solutions for the company and enhancing Customer Loyalty. There has been a 200% increase in repeat sales within 6 months of my hiring.
• Communicating with any external agencies that are aligned to reach the goals set by Boutique 1.
• Ensuring that the company is up to date with new technology and the best practices for running the Ecommerce Website.
• Experimenting with different Digital Marketing Techniques and reporting on the most suitable solution to increase the ROI for Boutique 1's E-Commerce Website.

Apr 2011 – Sep 2013 · 2 yrs 5 mos · Pakistan

• Taking care of all social, community and digital requirements of the brands allocated to me. Expertise in the social encompassing but not limited to the following:
• New Business Development and leading the pitching process
• Maintain and enhance relationships with all the clients of the company.
• Assist with creation, conception, and presentation of social media strategy and integrated marketing campaigns
• Interpret the direction of strategy/planning of major clients on social
• Build, manage, train and lead a team that is entirely responsible for the execution of almost all the brands at the organization.
• Communicate and coordinate client service and social media teams ensuring that community strategy supports overall brand goals and objectives
• Manage a Blogger outreach program and build an active brand ambassador network to spread the word based on campaign relevance
• Experiment with new and different ways to leverage social media activities and conversations
• Manage and maintain the overall brand’s image on the designated social platforms
• Thoroughly analyze and create campaign reports where necessary
• Create pertinent write ups related to the brand to be diffused on social media platforms
• Monitor effective benchmarks for measuring the impact of social media programs, and analyze, review, and report on effectiveness of campaigns in an effort to maximize results
• Monitor trends of competition and overall activities being conducted by them.
• Use social media tools to aggregate knowledge and apply that knowledge to increasing the use of social media at TNBT
• Brand’s Handled: Nokia Pakistan, Standard Chartered, McDonalds, Faysal Bank, Faysal Cricket, Advance Telecom, Mobilink, Loreal, Pizza Hut, Nandos, Imtiaz Super Market, Apna FM, Pakistan Food Explorers, Silk Bank, Pfizer, Dawn, QMobile, British Council, Etc.