Head of Digital
PPMG
مجموع سنوات الخبرة :26 سنة, 0 شهر
PPMG is a diverse media group operating across Content, Brand, Design, Digital Development, Ecommerce, FinTech, EdTech and FitTech.
I oversee all digital marketing for in-house and client brands.
My current scope of work includes complete oversight & management of digital strategy encompassing SEO, PPC, Social Media Marketing, Paid Social, Video Marketing, UX, UI, App Marketing & Email.
Notable brands I have worked with:
- Spinneys (supermarket in UAE) - part of the ecommerce launch on Spinneys.com
- Waitrose (UAE branch of Waitrose & Partners in the UK) - part of the ecommerce launch
- Choithrams (multinational supermarket chain) - augmenting existing ecommerce offerings
- Ahmed Seddiqi & Sons (luxury watch retailer est. 1950 in UAE)
- Nikki Beach (beach club with global locations)
- GoodTaste.com (online grocery delivery service in GCC)
- WLTH (Australian digital lender)
- Project bYouty (online store selling beauty & skincare products) - part of ecommerce launch
- Nood (online store selling bra alternatives) - augmenting existing ecommerce offerings
- Precision Football (launching soon)
- GLU Learning (edtech, launching soon)
- CoreFit (fittech, launching soon)
Since joining, I have streamlined all analytics and data management processes and have created a digital handbook of best practices for all departments to follow.
I have improved the online experience overall for all brands which is part of the process of reducing revenue loss and setting the course for consistent growth.
My core remit is to use my diverse digital marketing experience to grow every aspect of each brand's online presence with a focus on increasing customer acquisition and retention.
Etihad Airways is the flag carrier of the UAE.
I was hired to provide SEO consultancy & expertise during a time of internal restructuring to ensure smooth transition and delivery of SEO services.
I audited all websites within the Etihad Aviation Group (EAG) for SEO compliance and provided a complete list of recommendations in line with SEO best practices as part of the re-build of Etihad.com and associated online properties.
I assisted in the selection of an SEO agency as part of the tender process which included reviewing recommendations and initial research put forward by potential vendors.
I created a 40+ page SEO handbook that was tailored to EAG websites which outlined SEO best practices to be followed by all departments who deal with the online experience for EAG.
Gulf News is an English language newspaper that launched in 1978 in Dubai and is part of Al Nisr Publishing.
I worked closely with the Editorial & Social Media teams to better understand data and content and how to best serve our audience with excellent content that was authentic, creative and delivered beautifully anywhere, anytime - before anyone else.
I was responsible for improving visibility of content, encouraging habit and growing reader loyalty.
I provided daily performance and trend updates, fortnightly training with the web and social teams as well as consultation with print and web editors to ensure alignment with content and promotion.
My focus was on improving organic visibility, increasing traffic and lengthening audience dwell time on site.
Gulf News is an English language newspaper that launched in 1978 in Dubai and is part of Al Nisr Publishing.
I delivered Digital Marketing Excellence through sound SEO, Content and Analytics strategy for properties within the Al Nisr Publishing family including:
- Gulf News (largest English newspaper in the UAE)
- Friday Magazine (lifestyle magazine)
- InsideOut (interiors magazine)
- Wheels (motoring magazine)
- Baby & Child (parenting magazine)
- WatchTime Middle East (timepiece magazine)
- #GNTech (technology & gadgets)
- getthat.com (online classifieds portal)
- gulfnews.com mobile apps (iOS and Android)
I completed website and analytics audits, onsite SEO implementation, UX and UI analysis and recommendations along with extensive digital content strategy development.
I provided regular training and workshops with each brand to address pain points, upskill and share knowledge and help achieve and exceed KPIs.
As the Regional SEO & Digital Content Strategy Manager, I oversaw organic search campaigns in English, Arabic & French for all 8 websites within the Property Finder Group: UAE, KSA, Qatar, Bahrain, Egypt, Lebanon & Morocco.
I improved organic search visibility & traffic for 7 country specific websites & 1 mortgage broker website. This involved thorough keyword research in 3 languages, on-page SEO, technical analysis & implementation as well as A/B testing & user behaviour analysis. The SEO strategy was developed to work harmoniously with UX best practices whilst consistently being aligned to the goals of the business.
Organic traffic continuously rose since the start of my tenure as our team addressed on-page SEO issues & enhanced existing site structure. Organic traffic grew ±35% & organic non-brand traffic grew ±40%.
I was heavily involved in the development of evergreen, high value content that was promoted through our content marketing efforts including link acquisition & email marketing. I also worked closely with the paid search team for goal alignment.
I worked with the product management team & ensured new products & enhancements were SEO compliant and geared towards conversions.
I also developed a comprehensive guide detailing every SEO-related aspect of Property Finder websites as a means of knowledge sharing and improving on-boarding of new staff and developers working on internal projects. I called upon my web and graphic design experience to develop mockups and protoypes as part of my efforts to better explain SEO concepts and strategy to internal stakeholders.
I helped Mortgagefinder.ae improve organic search visibility & traffic. This led to an increase in conversions & leads for the business as well as a domination of organic search rankings.
Responsible for idea generation, content development, outreach & link acquisition to achieve the goals of improving website authority, variety with the backlink profile & a stronger online presence.
Sekari was a search-optimised content marketing agency.
I was tasked with strategy development and execution for all Search and Social Media activities for the agency and its clients, most of which were based in Dubai.
I worked with brands like Atlantis The Palm, OSN (biggest pay tv network in MENA), flynas (low cost airline from Saudi Arabia known previously as nasair), Aramex Shop and Ship, Gulf News, Paris Sorbonne Abu Dhabi, Regus and plenty of up and coming hotel and resort collections like One & Only and Hermes Retreats.
Day to day responsibilities involved management of the technical SEO and account management teams in Dubai, the content and linkbuilding team in Jordan, quality control for keyphrase research, analysis of technical website audits, content optimisation and amplification, video optimisation, social media marketing and optimisation, thorough link profile analysis, prospecting for link outreach, link building, monitoring of data and analytics for all search and social campaigns, monitoring of A/B and multivariate tests for conversion optimisation, compilation of weekly and monthly progress reports as well as client servicing.
Above all else - I was responsible for optimising content for discovery and conversions - and improving rankings and traffic.
Further developed my Arabic SEO skillset which has proved invaluable in the region.
Dejan SEO is an SEO agency in Brisbane, Australia.
I was a founding staff member working alongside one of the most experienced SEO experts in Australia, helping a diverse collection of brands with their SEO, focusing on advanced link building techniques and content development.
I was responsible for all small business clients, developing and maintaining cost-effective campaigns on restricted budgets.
I structured and formulated comprehensive link building campaigns that centred around the client's brand, products/services, existing links and competitor link profiles.
I devised viral marketing campaigns, from brainstorming ideas to conducting research, providing campaign briefs to designers to launching the campaign and coming up with an appropriate viral marketing strategy.
I developed marketing communication, collateral and promotional items for the company.
I managed and oversaw all exhibitions/trade shows for the company.
I was responsible for business development, inbound lead management, sales and proposal writing for the company and growing the business from a handful of clients to over 200 businesses of all sizes, from various disciplines, from around the world.
I managed link building teams in Europe on a daily basis, ensuring task completion and achievement of results.
Diggy Australia was a full-service agency offering web design, hosting, domain registration and internet marketing services.
I oversaw campaigns for all SEO clients, ensuring high rankings in natural search listings across major search engines.
I developed and managed effective PPC campaigns delivering excellent ROI.
I further developed Diggy's SEO and PPC strategy to ensure long term success and sustainability.
As a senior member of the team, I assisted Diggy Management in the day to day operations of the business with regards to business development, training and management of projects and staff.
Diggy Australia was a full-service agency offering web design, hosting, domain registration and internet marketing services.
I started off in sales to get a feel for the business and moved into design after 2 months. I then transitioned into full management of the branch by the 3rd month where I managed sales, invoicing, client meetings and communication, project management, web design, SEO & PPC campaigns as well as technical support and overall P&L for the branch.
The role essentially transformed me into a business experience designer where I was involved in more than simply crafting an online presence that was optimised for search engines. I engineereed websites to convert, convey the correct message and ultimately be a tremendous source of revenue for clients.
Formerly 24/7 Real Media, this company offered digital marketing services.
I was part of a small team of Campaign Co-ordinators and Campaign Managers and was involved in keyword and phrase research, copy writing and campaign reporting.
I gained my Google AdWords Certification at this company.
Dark Blue Sea was an internet media company.
I was a member of the Customer Care Department which operated on a 24 hour schedule and looked after the digital media needs of global clients.
I provided outstanding customer support for the 4 main products: 2 PPC search engines (Roar and PageSeeker), affiliate programme (Dark Blue) and a domain name registrar which specialised in portfolio/wholesale domain registrations and domain monetisation (Fabulous.com).
This role was responsible for fueling my desire to further a career in the Internet Marketing and Online Advertising space.
Double degree - Bachelor of Business (Marketing) and a Bachelor of Information Technology (Information Systems)
