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Work Background
DIFCDigital Function Head - Growth, MarTech & Data Analytics
Mar. 2024 - Aug. 2024Dubai, United Arab Emirates- Lead and transform DIFC Digital to absorb global business potential with increased revenue targets.
- Digital marketing strategy development, planning and implementation of DIFC product lines and businesses.
- Development & implementation of online lead generation and awareness strategy across all digital channels.
- Own, monitor and enhance DIFC digital assets.
- Social media management, monitoring, analysis and improving brand position and perception.
- Project management and budget management relating performance, branding, MarTech projects like CDP, CRM and ABM
- Agency and marketing vendor partner management
SAUDI AIRLINESSenior Product Manager - Dynamic Marketing
Dec. 2023 - Feb. 2024Jeddah, Makkah, Saudi Arabia
Crawl BrainsSenior Digital Marketing Manager
Jan. 2023 - Nov. 2023Dubai, United Arab Emirates• Developed and executed eCommerce marketing strategies to drive sales and engagement, resulting in an 8% increase in brand awareness and 14% higher engagement and revenues.
• Oversaw and optimized daily and seasonal campaign initiatives across paid media channels.
• Leveraged customer data to create personalized shopping experiences, increasing LTV and retention.
Mashreq BankDigital Growth Lead & Engagement Expert - MarTech & Growth
Mar. 2020 - Jan. 2022Dubai, United Arab Emirates- Achieving customer acquisition target via paid, owned and earned channels
- Boosted credit cards and accounts paid performance by 38% at lower CPA's YoY.
- Performance media planning and budgeting for product squads (credit cards, deposits, wealth and loans)
- Devising engagement initiatives to drive customer and product retention
- Conduct A/B tests on creatives, copies, ads, and customer journey web pages for conversion optimizations.
- Achieve multi-product loyalty across customer base
- Enhanced product penetration by 50% through customer education ad cross-selling efforts
- Accelerated customer engagement and activity rate by 19% for cards and accounts
- Solidify digital marketing infrastructure foundation across Mashreq Group
- Ensure digital measurement, marketing analytics and tracking across multiple departments
- Collaborate with product teams to monitor product journeys, facilitate journey optimization and testing
- Driving lifetime value & customer engagement experiences, LTV efficiency enhancement by 17%
- Building marketing strategy and applying engagement retention framework
- Formulate email marketing templates for customer lifecycles through marketing automation based on customer persona
- Manage content management operations across bank product portfolio via Sitecore
- Customer Data Platform (CDP) - Implementation and operations. Secured marketing savings of 30% within 8 months of inception.
- Google Analytics Integrations across Mashreq - tagging, data layer, funnel journey/drop off analysis & data studio dashboard creations
- Operate across departments via Agile Methodology
- Manage MarTech budgets and P&L
- Drive marketing ROI and LTV efficiency for acquisitions, retention and loyalty
- Increased customer KYC activations and participation rate by 44% through customer awareness and education.
Property FinderSr. Digital Marketing Manager - Performance & Growth
Feb. 2019 - Mar. 2020Dubai, United Arab Emirates- Performance marketing and team management for UAE, BAH, QAT and LEB
- Managing lead distribution across regions, cities & communities. Achieved a leads to listing ration of 5:1 for all regions.
- Manage marketing budget distribution based on regional conversion targets and client lead listings
- Budget and media planning
- Formulate targets and KPIs coordinating with country heads to achieve growth
- Performance forecasting and data trend analysis
- Scaling app performance
- Marketing automation and audience segment testing
- Building creative concepts for branding and performance strategies
- Improve audience segment performance with continuous testing
- Identify efficiencies and thresholds to scale and optimize towards targets
- Coordinate with marketing, design and branding departments
- Discover new channels for performance results
- Undertaking digital initiative projects around customer life cycles
- Implementing regional marketing strategy with digital objectives
- Managing social media growth performance campaigns
- Leading QAT and BAH to become ROI breakeven via conversions, qualified leads and regional lead conversion and marketing distribution.
- Instrumental in planning regional awareness and education campaigns to UAE audiences to divert demand and educate customers about prospective regions for investment
- Transforming marketing teams into a growth team
- Managing Tealium Customer Data Platform operations
- Enhanced customer engagement by 24% in 2 years, through awareness and education initiatives automated via martech platforms and content strategy framework
Property FinderDigital Marketing Manager - Performance
Mar. 2017 - Jan. 2019Dubai, United Arab Emirates- Digital channel performance management for UAE, KSA, QAT and BAH
- Enhanced paid search ROI by 21% through paid search inventory management by DoubleClick/SA360
- Social Media Management
- Programmatic media buying
- Yearly budget planning and management
- Created marketing savings of $600K within first year by constant paid marketing optimizations, refinements and activating newer cost effective channels
- Augmented CPA efficiency of 41% in UAE market, achieved over 22% more satisifed digital sales customers
- App performance and partner optimization
- Overall leads and CPL target achievement based on timelines
- Double Click Suite proficiency - DV360, DCM, DSS, SA360, DFP
- Expert at Facebook Marketing Platform Smartly and ROI Hunter
- Familiarity with Tableau, Appsflyer, adjust, Mixpanel
- Familiar with Rebrand Strategy, orchestrated the implementation and achieved rebrand performance targets across UAE, QAT and BAH for Property Finder Group
- Familiar with media planning for digital branding and rebrand initiatives
- Automated paid search with Double Click Search Inventory Management
Saltside TechnologiesDigital Marketing Manager, New Markets
Jul. 2014 - Mar. 2017Dubai, UAESome of my responsibilities of handling Online Classifieds in the frontier markets are:
- Managing digital performance and branding across Sri Lanka, Ghana and Nigeria
- Strategy development with country heads
- Media planning based on strategy and past performance - Quarterly and monthly performance reporting
- Achieving quarterly conversion targets for Property, Vehicles, Jobs, Electronics, Clothing, etc
- Budget controls and performance regulation
- SEM operations & reporting - Creation, Structure, Creatives, KWs, Analysis & Reporting
- Bidding platform proficient - Double Click Search & Marin
- Media buying through Google, Facebook, Bing, Instagram, Email, Affilliate & App marketing
- Regular updates on latest trends and techniques in the market and frequent testing
- Regulation of App performance through App channel partners like Glispa, Jampp, Taptica, Facebook, Google, Tyroo, Beintoo
- Formulating, testing, applying and optimizing the app push notification strategy
- Familiar with App tracking and analysis tools like adjust and Mixpanel - Enrich the user life cycle funnel - drive new users, get them to convert and repeat conversions, capture non-converters and make them convert.
Ad Sales focus
- Function as a Subject Matter Expert(SME) providing guidance and supervision to the global sales team(18+ members) towards client requests and concerns
- Sales Reporting & Auditing
- Double Click & AdSense revenue optimization
- Social Media Management
- Trained 3 junior executives and transferred entire digital performance operations overseas
Yahoo!Search Marketing Analyst - Paid Search Marketing (Travel, Finance, Education Clients)
Jan. 2012 - Jan. 2014Search Account Management Operations(Travel & Education)
SEM Reporting and Optimization. Client Account Manager Liaison for US Market Clients. Creation of Client Presentation to pitch for new optimizations and account performance advancements.
Creating customized client dashboards
Detailed Account and Client Analysis
Adhering to special client requests
Client and Director Reporting on Clients Account Performance
Competitive Analysis & Recommendations
3S CapitalSenior Fund Accountant, Family Investments
Dec. 2011 - Apr. 2012DubaiMy recruitment was initiated to handle financial reporting and investment valuations of Al Nasr Group & 3S Capital. 3S Capital is a sister concern of Al Nasr Group. Below were my responsibilities at 3S Capital
- Handling cash management functions for the group which covers deposit maturities & interest rates
- Reporting on CCY risk and exposure on Al Nasr Group & 3S Capital investments
- Responsible for document management concerning group and family investments
- Monthly & quarterly reporting on family & groups investments disclosing profit and monthly valuation changes
- Executing & accounting derivative trades on behalf of 3S Capital
- Ensuring banking relations with group and family's banking partners
- Executing quality checks and audits on investment data
- Developing a live trading model linked with Bloomberg
- Conducting CFD trades on behalf of the business
Northern Trust Global InvestmentsHedge Fund Analyst, Irish Fund Acccounts
Jan. 2009 - Jan. 2011Bengaluru Area, IndiaNorthern Trust is a 125 year old global firm operating into Wealth Management, Asset Management & Asset Servicing that operates in more than 20 countries. I was fortunate enough to be involved in the asset servicing wing of the firm located out of Bangalore. My time was dedicated to Irish Hedge & Mutual Fund Valuations. Below were my responsibilities:
- End to End NAV valuations of mutual funds and hedge funds in Ireland.
- Corpus size of funds handled $500 million - $4 billion
- Cash reconciliations
- Trades and position reconciliation - Problem solving and discrepancy assessment
- Working on progressive deadlines on valuation deliveries to clients
- Corporate actions implementation on fund valuations
- Training new joinees on funds, valuations, best practices and operational procedure
Remora Asset Management SolutionsDerivatives Trader - Technical Analysis
Mar. 2008 - Dec. 2008Hyderabad Area, IndiaResponsibilities at Remora
- Technical analysis & stock research
- Developing stock trading strategies for clients
- Client management & reporting
- Achieving trading target volume and profit
- Derivative Trading - Commodities, Forex, Equities
- Providing trading lessons to clients and beginners
- RJ for internet radio segment of business providing knowledge, trades and market updates for Remora's client base facilitating trader protection based on live stock markets
- Familiar with charting and trading platforms like Metastock, Falcons, Iris & Tradestation
- Manage 6 clients with fund corpus range of $1M -$5M
- Achieved average yearly profit of 31% YoY across designated client portfolio
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