Muhammad Shaharyar Khan Ghazali

- Led the planning, execution, and optimization of digital marketing campaigns across paid and organic channels, aligned with company’s objectives and growth priorities.
- Managed performance-focused campaigns across Meta, Google, LinkedIn, and other relevant digital platforms.
- Developed campaign structures, including audience targeting, ad copy direction, budget allocation, conversion tracking requirements and implementation, and performance monitoring.
- Analyzed campaign performance using key metrics such as CTR, CPC, CPL, conversion rate, engagement, and ROAS where applicable.
- Identified optimization opportunities across creatives, audiences, keywords, landing pages, and conversion funnels to improve campaign efficiency.
- Conducted competitor analysis to understand audience behavior, positioning gaps, and digital growth opportunities.
- Collaborated with creative, content, and web teams to ensure campaign assets, messaging, and landing pages were aligned with strategy and
conversion goals.
- Prepared performance reports highlighting campaign results, insights, learnings, and recommended next steps to the internal teams.
- Advised the team on improving digital visibility, lead-generation pathways, campaign
performance, and overall online presence.
- Built and refined campaign messaging frameworks to ensure ad creatives, captions, and CTAs were aligned with the client’s target audience and overall brand communication .
- Reviewed landing pages, lead forms, and customer touchpoints to identify friction points and improve the overall lead-generation and conversion journey.

- Leading and supervising a team of regional JMs in different regions, to streamline smooth
operational processes of Customer development in Unilever ice cream business (Walls).
- Collaborate with various departments, including Supply Chain, Finance, WTS, Taxation, IT, and
managing external stakeholders such as retailers and distributors.
- Streamline the capital flow of distributors by managing claims and processing them upfront.
- Coordinate with Cold Chain & Safety Teams to work closely to monitor and develop action points on Advanced Distribution Management system
(ADMS).
- Ensure timely resolution of distributor and consumer complaints received through Raabta
and the CEC Portal.
- Manage and allocate fuel cards and vehicles to all to the CD field team nationally, and timely
maintain tracking data of all the vehicles nationally.
- Coordinate with Accounts Receivable to ensure the recovery of Standard Instructions for Debiting Account (SIDA) and Real Time Gross Settlement (RTGS) payments.
- Oversee RED (Redistribution) resources, vans, and distributor cold stores. Provide salary data to Finance for upfront payments.
- Work with MIS and Transformation Teams to implement CD transformation projects in the field and develop SOPs.
- Maintain and monitor Demand Driven operations for selected distributors.
- Draft Sales Analytic Report and conduct analyses and dashboards for daily reporting of sales
performance and other key performance indicators (KPIs).
- Insurance Coordination with the Naya Jeevan Team for Shadbad insurance of RED staff

- Conducted market research, competitive analysis, and audience segmentation (demographics/psychographics) to inform and strategically position the companys brand identity and guide overall digital marketing activities.
- Supervised the digital media team, leveraging analytics and conversion data to continuously
assess campaign effectiveness and deliver actionable recommendations that drove improved
ROAS and customer acquisition.
- Established and enforced brand governance, overseeing all digital communications across key platforms (website, email, social media, product packaging, and paid creative) to maintain a unified and professional brand voice.
- Collaborated with product development teams to define the digital go-to-market strategy and online positioning for new product launches, ensuring maximum visibility and target audience relevance.
- Partnered with the Customer Service team to analyze and resolve product quality and delivery
issues, using customer feedback loops to improve online communication and set accurate
expectations.
- Managed operational processes, including budget allocation and forming Standard Operating
Procedures (SOPs), to ensure efficient use of resources and seamless execution of digital
marketing projects.
- Coordinated with external vendors/suppliers and implemented QA protocols to ensure all delivered website and creative content met brand, technical SEO guidelines, and quality standards.