Esmael Jumah

As the Digital Marketing & Performance Insight Manager for the growth sector, I lead full-funnel, data-driven marketing strategies designed to scale subscriber acquisition, boost engagement, and drive business growth. My expertise lies in merging ad tech, programmatic media, paid performance, and marketing automation with strong vendor management to deliver results across digital channels.

1. Executed high-impact SEO strategies to increase organic visibility and attract qualified audiences to stc tv’s platforms.

2. Managed and optimized multi-channel paid media campaigns (Google, YouTube, Meta, TikTok, Snapchat, and direct buys), improving CPAV, CPA, and ROAS.

3. Led programmatic advertising and direct media buys through DSPs and premium networks, expanding reach while maintaining performance controls.

4. Built scalable marketing automation flows across SMS, push, and in-app channels using Braze, enhancing personalization and retention across the customer lifecycle.

5. Integrated gamification elements into campaign design to drive higher user engagement and repeat usage.

6. Developed advanced reporting dashboards using GA4, Kochava, and Mixpanel to track attribution and inform strategic decisions.

7. Oversaw vendor relationships and agency partners, ensuring alignment on performance targets, budget allocation, and execution timelines.

8. Collaborated cross-functionally with content, product, and CVM teams to refine the customer journey and align marketing actions with business goals.

- Managing & optimizing the flow of stc tv & Jawwy tv landing pages across all markets and campaigns as well as platforms (Web & App).
- Owning and managing campaign attribution tool \[Kochava & Branch\] - AB Testing & Heatmaping tools - PoT of Technical Integration of (IOS, Android & Web), managing tools billing and Ad-tech & Network integration.
- Setting up campaigns tracking events into platforms for acquisition & engagement across Web and Mobile and further business analysis/reporting.
- Setting up Cohorts and target segmentation and assisting businesses and agencies with campaign execution.
- Owning and managing technical Integration between Kochava, Mixpanel & Data Warehouse (Tableau) ingestion.
- Owning and managing all advertising ad networks of the company such as Meta Business Manager, Google Ads, and other 3rd party accounts with service integration.
- Owning and managing Agency accounts, Google Tag Manager & Analytics as required, and stc agency tagging for their marketing.
- Technical point of contact between ad networks and applying new ad-network enhancement/guidelines.
- Owning and managing the PRF process & the owner of the marketing budget.

Go-to-Market Strategies

1. Developing and implementing go-to-market strategies for stc TV, Jawwy TV, and stc Play across diverse markets, ensuring a seamless entry and sustained presence.
2. Coordinating cross-functional teams to align product offerings with market needs, driving product adoption, and maximizing revenue potential.
3. Analyzing competitive landscapes to identify market opportunities, and adjusting strategies to meet evolving consumer demands.
4. Managing launch campaigns and promotional activities to support market entry and expansion efforts.
5. Conducting market research to inform product positioning, pricing strategies, and customer acquisition tactics.

Managing and optimizing the flow of stc TV, Jawwy TV

1. Owning and managing campaign attribution tools:
Kochava & Branch, along with A/B testing and heat-mapping tools. Leading the technical integration of iOS, Android, and Web platforms, while also managing tools billing and ad-tech & network integration.
2. Setting up campaign tracking events: Tracking events into platforms for acquisition and engagement across Web and Mobile for business analysis and reporting.
3. Cohort and target segmentation: Establishing cohorts and target segments, assisting businesses and agencies with campaign execution.
4. Technical integration: Overseeing integration between Kochava, Mixpanel, and Data Warehouse (Tableau) ingestion, ensuring seamless data flow for analytical insights.
5. Ad network management: Owning and managing all advertising ad networks such as Meta Business Manager, Google Ads, and other third-party accounts with service integration.
6. Agency and tool management: Managing agency accounts, Google Tag Manager & Analytics, and coordinating STC agency tagging for marketing campaigns.
7. Technical liaison: Acting as the technical point of contact between ad networks and implementing new ad-network enhancements and guidelines.
8. Vendor management: Handling vendor contracts, seeking new vendors, and managing relationships to ensure alignment with business goals.
9. PRF process and budget management: Owning and managing the PRF process, marketing budget, and commercial budget management.

- Acquire B2B & B2C user traffic to generate revenue, bookings & BRN count from Umrah portal in multiple markets across the globe.

-Research, identify customer segments and acquire customers to achieve Saudi leisure travel revenue.

- Collaborate with advertising, media & production agencies overseas & locally. And with internal
teams to create marketing collateral.

- Create customer demand and lead generation, work closely with digital marketing channels including Email Marketing, Webinars, Content Marketing, Organic & Paid Search, Social media.

- Own B2B & B2C Umrah & Leisure travel website user experience. Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs)

- Identify digital trends & insights and optimize spend & performance based on them. Plan & execute tactics using testing for conversions and optimize user funnels.

- Defined, built, and maintained high-performance PPC campaigns on Google Ads, Bing Ads, Twitter Ads, and Facebook Ads

- Designed, developed, and deployed HTML emails through the Active Campaign Marketing Cloud platform

- Overseen social media teams: Facebook, Twitter, Youtube, Instagram, and LinkedIn

- Managed a $10, 000/ month ad budget via Google Marketing Platform, Facebook For Business, LinkedIn Marketing Solutions, and ActiveCampaign marketing automation

- Reached 1000+ new active clients to the company products and services.

- Built full (health programs) cycle from scratch and made up to 15% ROI and optimized PPC ROI using Google Analytics and Twilio SMS and Call marketing (eg. spend utilization, CTR, call volume)

- Deployed tracking Scripts, HeatMaps, Triggers, and Tags using various marketing tools

- Built automation flows and strategies to enhance lift and shared reports to stakeholders.

- Updated marketing collateral using Adobe CC, Canva, and MS Office. Reported on drip campaign automation workflows

- Presented reports with insights and strategy to directors and the CEO

- Managed a team of 4 from Copywriters to designers.

Owned and Managed whole Marketing & Sales department via:

- Create, split test, monitor Facebook/IG/Google Ad campaigns: Evaluate CPC, Conversion goals, KPIs, and attribution/Pixel & TM tracking data

- Planned and executed inbound marketing
automation and Zoho CRM to generate, nurture and convert leads through multiple marketing and sales channels

- Coordinate and manage the creation of all SEM/SEO friendly digital content for a website, blogs, press releases, and social media

- Automated and established processes for customer journey from start to finish using Zoho CRM to optimize Customer Experience

- Created customer segmentation strategies that align marketing insights with business requirements

- Helped and consulted over 15 clients across Canada eg. ( website audit, strategic plan, and Ad Campaign implementation)

- Achieved an overall 40% increase in online social media presence on Google, LinkedIn, Facebook, and Twitter for our clientele

- Improved client's website health checks and account strategy audits, citing research and competitive intelligence

- Increased outbound marketing for NexxGen Io performance by 25% via the use of display ads, PPC, and sales teams

- Led a team of three salespeople that resulted in an overall increase in traffic by 30% for our clientele

- Introduced distinct SEM initiative while analyzing and monitoring performance and ROI with the help of Salesforce, KPIs dashboard, and Excel

- As well as Setting up and handling new/current websites through WordPress CMS, custom HTML/CSS syntax, Google Analytics, and Search Console

- Deployed tracking scripts via the Google Tag
Manager web application

- Managed Email marketing (design, creating an automation sequence, acquiring higher CTR) for different clients

- Planned and executed inbound marketing using Pardot Marketing Automation and Saleforce CRM

- Reviewed Google Analytics reports to determine strengths vis-a-vis areas of improvement, lead scoring, customer pesona, and so on

- Ran PPC Ads Relying on audience and keyword research

- Optimized PPCcampaigns ( reduced CPC from $5 to ~$0.08 and CPA from $75 to )$2<
Performed CRO (increased lead ratio 3x from 1.6% to 4.8%)

- Conducted SEO with traffic averaging 14, 000+ visits/ mo

- Managed web update/re-design projects using Teamwork

Helped with full cycle recruitment: screened applications, scheduled interviews,
prepared new hire

Maintained historical records by filing marked documents. And prepared financial reports by collecting, analyzing, and summarizing account information and trends