Digital Marketing Manager
Al Futtaim Group
Total years of experience :16 years, 7 Months
▪ Develop 5 years digital marketing strategy for AFGRE.
▪ Plan, develop & track comprehensive fully structured digital financial forecast for sales and
leasing business.
▪ Part of Al Futtaim Group large scale projects i.e. Call Centre Digital Transformation, Unified
Messaging Platform, Customer Data Platform and CRM implementation.
▪ Develop, implement and execute paid and organic digital always-on, social media marketing, SEO,
marketing automation strategies.
▪ Successfully enhancing qualified leads through range of digital marketing channels i.e. programmatic,
display, affiliate networks, search (organic & paid), social media, email and SMS.
▪ Revamp Dubai Festival City website and working on revamping the properties website.
▪ Introducing new customers digital touchpoints i.e. Residents Mobile App, WhatsApp for Business,
Chatbots and Unified Messaging Platform.
▪ Streamlining multi-channel data layers to align data for decision making.
▪ Implement social media marketing automation using Sprinklr.
▪ Using advanced content marketing, which include 3D virtual walk-throughs, virtual reality, videos
and animations.
▪ Setup advanced marketing automation to manage email and SMS marketing integrated with multiple
interconnected tools.
▪ Manage several pitches to find the right partners to implement digital strategy.
Major Achievements:
▪ Setup AFGRE digital transformation framework from scratch.
▪ Revenue generation for residential sales and leasing business through highest ever leads
generation.
▪ In 2019, won Employee of the Quarter and Employee of the Year (Finalist).
- Assist LM in developing and implementing 2016 & 2017 Digital Marketing Strategies.
- Develop and implement 2016 & 2017 Social Media Strategies.
- Assist LM in developing and tracking digital marketing annual budgets.
- Launch and manage DP Corporate, JBR, Bay Avenue and Bay Square websites.
- Assisting LM in developing JBR Mobile App for iOS and Android platforms.
- Auditing and optimizing regularly 30+ Search and Display digital campaigns.
- Managing Search Engine Optimization (SEO) for DP Corporate, Bay Avenue and Bay Square websites.
- Optimizing landing pages regularly to increase Conversion Rate Optimization.
- Developing, reviewing and tracking Digital Media Plans for DP upcoming and existing projects.
- Managing Email Marketing campaigns and finding ways to collect right emails for future precise targeting.
- Managing all Dubai Properties, JBR, Bay Avenue and Bay Square social media pages.
- Introduce and managing top affiliate partners for leads maximization.
- Assisting LM in developing Video Contents for existing and upcoming projects.
- Assisting LM in preparing 3D Virtual Reality project for 1/JBR.
- Reviewing regularly web analytics insights using Google Analytics 360 for all websites using Google Analytics and prepare counter strategies to improve statistics.
- Managing several agency pitches.
Major Achievements:
- Launched fully functional DP Corporate, JBR, Bay Avenue and Bay Square websites.
- Maximized development and residential projects web leads to 500%+.
- Bring DP, Bay Avenue and Bay Square social media channels to no. 1 position.
- Reduced overall cost per lead to almost half for approved digital media plan for 2016.
- Increased existing emails & mobile numbers database to more than 50%+.
- Developed and executed successful Social Media Strategies for Malls and Retail.
- Worked closely with Properties and Malls marketing teams to enhance customers overall Social Media Marketing experience.
- Developed, proposed & implemented strategies to Integrate Email and Social Media Marketing to Emaar Properties & Retail marketing teams.
- Provided insightful feedback after in-depth analysis to helped shape digital marketing campaigns for better results.
- Performed Social Media Listening and Monitoring using Radian6 and Tracx at corporate level.
- Researched and provided innovative ideas to be deployed on digital platforms.
- Worked on Website Analytics Insight for The Dubai Mall & Emaar Corporate Website to reduce Bounce Rate, Drop-offs and provide ways to shift traffic to other channels.
- Researched and proposed advanced Social Media Listening & Monitoring platforms in order to take Social Media Marketing to next level.
- Develop and propose Website Analytics Insight dashboard regarding The Dubai Mall and competitors.
Craft Buyer is the UK based handmade craft products retailer, dedicated to the craft supplies of card making kits, scrapbooking, wedding kits, 2D & 3D sticker, colored papers, envelops and ribbons.
Responsibilities:
- Developed and managed digital marketing plan for 2014.
- Managed 20+ Search and Display digital campaigns.
- Managed Email and SMS marketing campaigns.
- Analysed consumer insights and extracted findings in developing offline and online marketing strategies.
- Developed several successful B2C marketing plans & brand strategies to achieve sales targets for the year.
- Liaison with ad agency for artwork design and development.
- Copywriting for brochures, flyers, danglers, wobblers, direct-mails and emails.
- Market intelligence & competitive scan of competitor’s products.
- Developed & implemented periodic sales promotions based on customer profiling.
- Developed periodic business reviews and management reports using customer data.
- Routine coordination with the sales & finance teams to monitor sales performance reports.
- Planned and managed routine Stock Audits and Inter Branch Transfer activities.
- Devised and implemented strategy to improve Point of Sale, Merchandising and Stock Replenishment.
Major Achievements:
- Maximized profits to 21%, 38%, 59% & 62% in 2010, 2011, 2012 & 2013.
- Boosted brand visibility by using digital marketing effectively.
- Launched various profitable market competitive craft products.
- Instrumental in planning and managing offline business channel i.e. assisted in opening of 2 retail stores.
- Developed a virtual pound shop, to help business in clearing over stock.
KASB Bank is a growing commercial bank in Pakistan, serving customers with wide range of banking products using 104 branches in 43 cities.
Responsibilities:
Product Development & Management (Home Mortgage & Personal Installment Loan):
- Developed profit & loss, revenue financial forecast for consumer asset products and responsible for its tracking to ensure objectives must successfully achieved.
- Drafted several business plans for consumer products which include business objectives, marketing audit, growth strategy, targets allocation to business development team, headcount requirements and revised hierarchy for sales.
- Performed quantitative portfolio management using customer data and helped product manager for critical decision making in product development / enhancement activities.
- Periodically enhanced product features to increase profits and to stay competitive with competition.
- Developed and conducted Product Trainings to Branch Banking Staff.
- Given marketing presentations regarding strategy, product innovation to senior management.
- Formulated the overall process flow of products to increase efficiency in processing.
Marketing Communication Management:
- Developed annual marketing plans and responsible for its tracking through marketing results.
- Developed communication plans (ATL/BTL) in coordination with ad agency.
- Copywriting for brochures, flyers, danglers, wobblers, billboards, application forms, direct mails, emails, web pages and text messages.
- Liaison with ad agency for artwork design, development and printing.
- Developed and tracked marketing calendar.
- Market research, market intelligence and competitive scan to understand competitor’s profiling.
Major Achievements:
- Developed and managed 2 major consumer asset products i.e. Home Mortgage and Personal Installment Loans.
- Built healthy product portfolio of PKR 1.6 billion for Home Mortgage & PKR 600 million for Personal Installment Loan, in a record time with quality customer base.
- Core member in all phases of product launch for Home Mortgage Loan.
- Developed end to end fully functional models for both products.
Masters Dissertation: A research project based on the effectiveness of the Internet to create and retain offline brand equity that contains thorough analysis of brand strategies of five successful online and offline companies i.e. yahoo, barnesandnoble, iVillage, fogdog and onsale in order to examine the effectiveness of Internet in branding. This research was carried out to assist companies struggling with their online brand management and for those companies who are willing to move from offline medium to cyberspace.
Final Year Project: Live GPS based tracking system, designed and developed to assist Sea security agencies to minimize vulnerabilities in monitoring vessels into certain region of the Sea. Achievement: Project was selected for A.Q. Khan All Pakistan Software Competition & Exhibition (2003) held in Islamabad.