Head Of eCommerce & Omnichannel
Ghassan Aboud Group
Total years of experience :14 years, 2 Months
Ghassan Aboud Group, Grandiose Supermarket, FMCG - Food
Grandiose Supermarket is one of the fastest growing grocery chains, a leader in sustainability and awarded as the Most Admired Retailer by RetailME awards
Milestones
• Established and operating the Omnichannel department and managing multiple functions; eCommerce, Customer Support, Digital Marketing, Content Management, Operations and Last Mile Delivery Teams
• Key accountable of architecture, product, and project management of all the technology stack & infrastructure; Web, Mobile apps, Order management system, last mile delivery system, marketplaces integrations, etc
• Leading the Omnichannel business of Grandiose to reach +25% of the company turnover, with full P&L ownership towards the mission of becoming the fastest growing revenue generating channel
• Started up the eCommerce presence of Grandiose from the ground up, including full technology stacks, commercials, and end to end operations with multi fulfilment centres model
• Heading and managing 8 key marketplaces (Instashop, Careem, Talabat, NoonNow, Elgrocer, Deliveroo, Swan, Yeepee) from initial partnership till full day to day operations
• Started and currently leading operation teams across +25 sites across Dubai, Abu Dhabi and RAK, delivering 85, 000+ orders/month with 25-minute preparation lead time
• Built and heading a large last mile delivery fleet of Van and motorbikes, on both dedicated and on-demand models, delivering orders with 30-minute delivery lead time
• Built and leading the digital marketing team for Grandiose include strategy, budgeting, monthly planning across PPC, analytics, social media serving both grandiose digital and brick and mortar retail
• Started and heading the customer service team supporting Grandiose customers over phone, chat, WhatsApp and email
• Leading a content management team accountable for content and visual merchandising for 35, 000 skus across 9 online platforms
• Secured partnerships and leading the operations of dark stores’ fulfilment for 2 key players in UAE, including defining assortment, suppliers ordering, inventory consolidation, and middle mile delivery to partners dark stores, successfully generating 6-digit revenue monthly
• Group eCommerce subject expert, providing consultation towards digital transformation for all Food sector subsidiaries across the group.
Good Basket is a grocery eCommerce, and a subsidiary of FFC one of the biggest fresh foods’ importers and distributors in UAE.
Milestones
• Established FFC’s first B2C presence through building their eCommerce business and platform:
GoodBasket.com, a large-scale grocery eCommerce project, with regional expansions
• Launched GoodBasket and reach 500+ orders per day
• Maintained stable operations and fulfilment SLAs amidst Covid pandemic
• Built all the eCommerce functions and teams, set and optimized the standard operating procedures across the
Development, Digital Marketing, Operations, Last Mile Delivery, Dark Stores and Customer Support
• Managing the eCommerce business planning, commercials and P&L
• Led the brand development and identity for GoodBasket.com.
• Started and led the in-house development team, spearheaded the UX/UI for the website and mobile apps
• Led the product management for the Website, Mobile Apps, Order Management and Delivery Management systems
• Managed the digital marketing team and led the digital strategy, budgeting, ROI and reporting; set and implemented all the digital marketing and analytics tools for web and mobile
• Managed the buying team, suppliers’ relations, pricing & promotional strategy, margins and stock levels
• Built and lead the in-house Last Mile Delivery team; led the day to day operations; order management, customer service and last-mile delivery
Citruss is the leading TV shopping in GCC and one of GHS subsidiaries the biggest TV shopping in China
- Restructured and led the eCommerce across the GCC market (UAE - KSA - Oman - Kuwait - Bahrain)
- Started and Managed the eCommerce teams in Dubai, Cairo and Beijing.
- Headed the eCommerce Operations, Development, Digital Marketing, Buying, and Project Management.
- Relaunch & revamped the eCommerce platform and launch Android and IOS mobile apps
- Led the launch of the eCommerce Marketplace with merchants across the GCC and China.
- Responsible for the eCommerce P&L and which represents +30% of the company.
- Led the development, design and product management for the eCommerce platform & mobile apps.
Key Achievements:
§ Led the company’s transformation to eCommerce to reach 30% of the company revenue.
§ Launched the eCommerce business and its platform and mobile apps.
§ Successfully led all the technical and commercial aspects for the eCommerce business
§ Planned and launched the eCommerce Marketplace project.
§ Built & trained the eCommerce department with all its functions.
§ Project managed all the development and design aspects of website and mobile apps.
Raya Holding is Egypt’s biggest consumer electronics retailer, distributer, and after sales.
- Started the eCommerce business for Raya Holding.
- Launched the initial eCommerce platform at the first stage of the business, relaunch and restructure the
eCommerce business after further investments been allocated for eCommerce.
- Built and headed all the functions under the business unit; Development, Digital Marketing, Operations, Last
Mile Delivery and Buying.
- Led the development, projects and products management.
- Led the digital marketing strategy and monthly digital marketing plans, budget and ROI.
- Managed the eCommerce business P&L, business planning and commercial relations.
- Directly managed the revenue & GP from buying prospective.
- Managed the commercial relations with the major brands and suppliers.
- Led the business development and new revenue streams from idea to proof of concept and execution.
- Managed the relations with the agencies and service providers.
- Led the communication with the C-level management; reporting, planning, presentations and pitching.
Key Achievements:
§ Established & self-started the E-Commerce business at Raya Holding.
§ Built & trained all teams under the business unit, and designed its processes and procedures.
§ Achieved & maintained a growing profitable P&L year after year.
§ Project managed & launched all the technical infrastructure websites, mobile apps and supporting systems.
§ Founded RayaShop.com to become the biggest electronics retail & marketplace eCommerce in Egypt.
§ Launched “Ta2seet Online”, Egypt’s 1st Online Installment Service.
§ Launched “Salla7ly Online”, Egypt’s 1st Online Door to Door Maintenance Service.
§ Selected for Raya Holding’s “Top Management Talents Program”
§ Promoted to Head of eCommerce to become the youngest business head in Raya Holding.
Raya Holding is Egypt’s biggest consumer electronics retailer, distributer, and after sales.
- Started the eCommerce business for Raya Holding.
- Launched the initial eCommerce platform at the first stage of the business, relaunch and restructure the
eCommerce business after further investments been allocated for eCommerce.
- Built and headed all the functions under the business unit; Development, Digital Marketing, Operations, Last
Mile Delivery and Buying.
- Led the development, projects and products management.
- Led the digital marketing strategy and monthly digital marketing plans, budget and ROI.
- Managed the eCommerce business P&L, business planning and commercial relations.
- Directly managed the revenue & GP from buying prospective.
- Managed the commercial relations with the major brands and suppliers.
- Led the business development and new revenue streams from idea to proof of concept and execution.
- Managed the relations with the agencies and service providers.
- Led the communication with the C-level management; reporting, planning, presentations and pitching.
Key Achievements:
§ Established & self-started the E-Commerce business at Raya Holding.
§ Built & trained all teams under the business unit, and designed its processes and procedures.
§ Achieved & maintained a growing profitable P&L year after year.
§ Project managed & launched all the technical infrastructure websites, mobile apps and supporting systems.
§ Founded RayaShop.com to become the biggest electronics retail & marketplace eCommerce in Egypt.
§ Launched “Ta2seet Online”, Egypt’s 1st Online Installment Service.
§ Launched “Salla7ly Online”, Egypt’s 1st Online Door to Door Maintenance Service.
§ Selected for Raya Holding’s “Top Management Talents Program”
§ Promoted to Head of eCommerce to become the youngest business head in Raya Holding.
ICFLIX is the Mena’s first Unlimited Online Streaming Platform. www.Icflix.com
- Project based role to support Icflix entering the Egyptian market.
- Oversaw the Business Development for the Egyptian market.
- Led the digital marketing and user acquisition for Egypt.
- Managed the market penetrations and marketing strategy for the Egyptian market.
- Led Partnerships aiming to increase the users base in Egypt.
Key Achievements:
§ Reduced the user acquisition cost by 50%.
§ Increased the user retention rate by 40% and reduced the users drops after trial period.
§ Closed partnership is Egypt’s dominating ISP “TE Data”.
§ Led the service optimization to be suitable to the internet speeds in Egypt.
Bayt is the middle east #1 job site, and has several platforms like Drive Arabia, Yalla Motors, and Doctoruna, and one of the top
internet companies in the region.
- Handled digital media planning for Bayt.com, Drive Arabia, and Yalla Motors.
- Responsible for setting up. executing, and optimizing all digital media plans & campaigns.
- Led & trained the digital media team in Egypt.
- Handled the partnerships & deals for Bayt.com in Egypt.
Key Achievements:
§ Built strong relations and introduced Bayt to the key accounts & digital agencies in Egypt.
§ Started the digital media team in Egypt office.
§ Achieved the revenue plans despite of the recession & political unrest in Egypt after the revolution.
Bayt is the middle east #1 job site, and has several platforms like Drive Arabia, Yalla Motors, and Doctoruna, and one of the top
internet companies in the region.
- Handled digital media planning for Bayt.com, Drive Arabia, and Yalla Motors.
- Responsible for setting up. executing, and optimizing all digital media plans & campaigns.
- Led & trained the digital media team in Egypt.
- Handled the partnerships & deals for Bayt.com in Egypt.
Key Achievements:
§ Built strong relations and introduced Bayt to the key accounts & digital agencies in Egypt.
§ Started the digital media team in Egypt office.
§ Achieved the revenue plans despite of the recession & political unrest in Egypt after the revolution.
Offerna.com is the first and largest Group-Buying website in Egypt.
- Executed & optimized the Ad campaigns across all digital channels.
- Responsible for the social media management for Facebook, Twitter, and YouTube Accounts.
- Analyzing the traffic and conversion, and suggest optimization opportunities.
- Set the content calendar to be approved by direct manager.
- Prepared the postings artwork using Photoshop templates, and brief the designer in case of special designs
- Participated in brain storming to come up with new campaign & promotions ideas.
- Supervising the engagement handling by the Jr. Marketing Executives.
Key Achievements:
§ Increased the campaigns ROI through the continues optimization for the campaigns & spending strategy.
§ Increased the user’s engagement & maintained the social repetition across the social media channels.
§ Promoted to Sr. Marketing Executive in less than 1Y of joining the company.
§ Selected as employee of the month for 5 times.
Qhat is a start-up company that provides a digital loyalty program services.
- Executed merchants’ digital campaign.
- Executed & optimized the search & display campaigns.
- Handled Qhat social media management.
Offerna.com is the first and largest Group-Buying website in Egypt.
- Executed & optimized the Ad campaigns across all digital channels.
- Responsible for the social media management for Facebook, Twitter, and YouTube Accounts.
- Analyzing the traffic and conversion, and suggest optimization opportunities.
- Set the content calendar to be approved by direct manager.
- Prepared the postings artwork using Photoshop templates, and brief the designer in case of special designs
- Participated in brain storming to come up with new campaign & promotions ideas.
- Supervising the engagement handling by the Jr. Marketing Executives.
Key Achievements:
§ Increased the campaigns ROI through the continues optimization for the campaigns & spending strategy.
§ Increased the user’s engagement & maintained the social repetition across the social media channels.
§ Promoted to Sr. Marketing Executive in less than 1Y of joining the company.
§ Selected as employee of the month for 5 times.
- Handled social media management.
- Set and launched WordPress and WooCommerce based websites.
- Manage and optimized lead generation campaigns.
- Prepared monthly reports for clients.
- Handled the social media management.
- Prepared the social media engagement reports.
- Handled social media content & engagement
- Executed the social media calendar activities.
Internship in the Marketing Dept. in Nestle Waters Egypt.
Nefsak.com is the first E-Commerce website in Egypt.
- Handled the Search, Display and Email marketing.
- Handled social media management.
Graduation Project: Marketing in Nestle Waters Egypt
Thanawya Amma
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