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Work Background
Lals GroupCustomer Relationship Management Specialist
Oct. 2024Dubai, United Arab EmiratesMom Store, Homes r Us, Carter’s, US Polo Assn. - Spearheading in-store CRM strategies and integrating them with digital channels to deliver seamless omnichannel customer experiences. - Managing customer engagement across four distinct retail brands, each with unique audience profiles and business goals. - Designing and executing data-driven campaigns using customer segmentation, lifecycle triggers, and behavior-based insights. - Running continuous experiments including A/B tests, multi-segment targeting, and channel performance comparisons across SMS, email, WhatsApp, and app push. - Collaborating with marketing, tech, and retail teams to align CRM initiatives with brand objectives and seasonal priorities. - Driving key metrics like retention, reactivation, average order value, and footfall through personalized, performance-oriented communication. - Launching and optimizing promotional and loyalty-driven campaigns—such as bundle offers for US Polo, welcome journeys for Mom Store, and localized outreach for Carter’s.
Mumzworld.comAssistant Manager CRM
Oct. 2022 - Sep. 2024United Arab Emirates- Build email, push notification and in-app programs that support the lifecycle marketing strategy, including onboarding, activation, engagement, and retention. - Maintain the CRM content calendar for daily as well as customer lifecycle journeys - Drive experimentation agenda and roadmap for consumer growth marketing efforts across CRM channels - Report on performance against critical metrics including activating first-time users, growing repeat users, and reducing churn. - Build programs that optimize for user segmentation and content personalization strategies by using user attributes, behavior, and preference. - Work with marketing and product teams to build and execute campaigns across channels. - Partner with data and product teams to increase campaign performance through better tooling, automation, and personalization.
Landmark GroupAssistant Manager
Oct. 2021 - Oct. 2022United Arab Emirates• Create and manage content for all marketing channels including email, SMS, social, push and more. • Project management for multi-channel initiatives that include email, SMS, push notifications as well as social media. • Plan & execute multiple customer lifecycle journeys that span 365 days of the member’s journey with the brand including Welcome, Birthday, Enrollment Anniversary, Churn and more. • Partner with the operations & analytics team to develop content strategy for defined audiences and verticals. • Build timelines and manage the creative and content development process. • Deep understanding of Shukran’s customer experience across brands, platforms and territories. • Develop creative briefs to accomplish brand goals while following industry best practices. • Define and initiate multivariate tests with the goal of continuously improving key performance metrics. • Analyze campaign performances against established benchmarks, summarize key insights and recommend actions to improve. • Manage a team of content writers and creative/graphic designers • Manage & strategize marketing for banking, telecom, jewellery & travel partners as well as Shukran Gift Card.
Landmark GroupSenior Marketing Executive
May. 2018 - Oct. 2021DubaiThe shift from advertising to marketing seems promising. As a marketing professional, my profile is wholesome, including digital, ATL, BTL and internal communication. This role has brought the best out of me in terms of branding, strategizing, marcomm, creative and content marketing. Highlights: • Plan and strategize marketing as well as CRM campaigns for the brand • Research new digital media opportunities that may benefit the business • Liaise with advertising agencies and digital agencies on specific campaigns for the brand • Work alongside Landmark’s e-commerce brands (beauty care, apparel, home, kids and others) on exclusive campaigns • Develop and integrate content marketing strategies for an omni-channel, 360 degree experience • Assist in vendor management to negotiate best deals for the organisation • Lead a team of content writers and designers on exclusive as well as sustenance marketing opportunities. • Manage brand equity in terms of website, application, email marketing, social media and other media channels
Rain CreativeCopywriter
May. 2016 - Apr. 2018United Arab EmiratesRain was my first door to advertising and marketing in the UAE. I got the opportunity to not just explore strategy, copy and creative direction, but also work for some of the most prominent clients in the region like Rainbow Milk, HSBC, Fox Network (Fox Crime, Fox Life and National Geographic), Volkswagen and many more. Highlights: • Power of Protection 2017 campaign for HSBC ME • Rainbow Evaporated Milk TVC for KSA and UAE • Launch campaign for Nat Geo Kids Abu Dhabi • Launch campaign for Fox Life and Fox Crime • Event communication for Dubai Design District • Radio communication for Al Naboodah Volkswagen
Concept Communication LtdCopywriter
Apr. 2015 - Dec. 2015Mumbai Area, IndiaConcept was my first exposure to advertising in its truest sense. With a fabulous mentor, I could, in a short span of 9 months, work with some of the biggest names in India and execute pitch presentations single-handedly. Highlights: • Product communication for RR Kabel • “Comfortable no matter what” campaign for Lovable • Email marketing campaign for Bloomberg TV India • Jingle for Pondicherry Tourism (Tamil Language)
Quadrum SolutionsCopywriter
Dec. 2013 - Apr. 2015Mumbai Area, IndiaQuadrum is where I discovered my leadership skills. With a small team of interns and junior writers, I turned around the style of communication and storytelling for most Aptech brands and also worked with some key clients like Unilever, Reliance and more Highlights: • Advertising communication for Arena Animation • Brand communication for Topps Cricket Attax 2014 • Corporate Communication for Unilever (Singapore)
Netcore SolutionsTrainee Content and Copy
Nov. 2012 - Nov. 2013MumbaiThe starting point of my career, I credit Netcore with introducing me to marketing and copywriting and understanding the nuances of digital marketing. • Email marketing campaigns for key clients • Company blog, social media, marketing and event communications • UX Copy for products like EMM and Flaconide
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