Director of Ecommerce & Marketing
Abdul Latif Jameel
Total years of experience :28 years, 9 Months
Responsible for both ecommerce / digital marketing as well as Corporate, Retail and Wholesale Marketing. Managing a team of over 20 and a budget of 25 Million SR. I established the ecommerce business and growing at exceptional rate. Taking over marketing for the whole business I have taken retails sales to over 150% over budget.
Responsible for digital activities including SEO/ SEM Social and brand awareness.
Grew UK business ot over £5M with break even in 3 years. selling 130, 000 products online across: Computing/Home & Office, MultiMedia, Home & Garden, Tools & Hardware, Car, Batteries / Energy, Components.
Responsibilities
• Full profit and loss responsibility: Leading the business, motivating staff to deliver exceptional growth. Implementing foreign exchange strategies to maximise margin. Budget and financial management.
• Digital strategy: Developing, planning and implementation of strategy to drive sales via all online & offline channels.
• Customer acquisition, conversion and development: Extensive use and experience of PPC, SEO, Affiliates, CPA, Email marketing and Social Media to drive acquisition, retention and sales. Google Ad words, Analytics, Website Optimisation
• Customer Service and Operations: To deliver efficient customer service, logistics and operations.
• Category Management: Maximise margin of 130, 000 skus across 8 technology / electronic categories.
• Management, Leadership and cross-border integration: Develop, motivate and lead a team of fifteen staff to create a lean marketing driven business. Cross-border integration to maximise knowledge transfer.
Achievements
• Established the UK subsidiary for Conrad Electronic implementing Business Model 2.0 exclusively developed for e-Retailers like Conrad.
• Increased Margin by 10% year on year to 40% by 2012. Grew inventory from 40K to 130K over 3 years.
• Established the digital marketing capabilities in-house to establish the brand within the UK, 2% conversion rate online. Over 4M visits per year.
• Generated over £5M turnover within 3 years growing at exceptional growth rate of 80% per annum
• Created a database of over 200K with active base of 20K, with an AOV of over £100.
• Reduced supply chain costs by 45% for shipping creating an additional revenue stream towards profits.
• Established UK Call Centre implementing procedures, processes and monitoring to deliver 90% customer satisfaction. Managed emails, telephone and technical queries.
• Extensive experience in Online Marketing / PPC / SEO / Affiliate and Email Marketing / Social Media / Display / Remarketing / CPA and Marketplaces. Reduce cost per acquisition by over 20% year on year.
• Managed the implementation development and design of 2 Website builds over 4 years including usability, MVT and new payment methods to achieve rapid online growth on Hybris platform.
• Implemented Marketplace Migration Strategy to maximise retention with AOV of over £100.
• Developed and implemented offline strategy to maximise sales during key periods of the year.
• Managing fifteen staff across Marketing / Operations / Category Management / Customer Service.
• Extensive knowledge of eCommerce International expansion across best performing eCommerce countries across Europe. Implemented Best Practice Clubs within the group to share knowledge.
• Developed and implemented digital marketing strategy for luxury jewellery e-Retailer, winner of ‘Walpole Luxury Brand of Tomorrow.’ Increasing the database by 150% and online sales conversions by 25%.
• Created digital marketing strategy for Pearson Education’s TEFL programme.
• Active member of Pearson Website development to role multiple websites across the Europe.
• Developed e-CRM strategy, online and database marketing for one the London’s premier education supplier of Professional and Postgraduate courses.
• Implementation of Sugar CRM. Generated over £100K additional revenue in three months
• Launched new ladies fast fashion online retailer business. Grew business to £15M in sales.
• Increased online sales to 45% of turnover compared to Group online sales of 20% of turnover.
• Managed a team of 8 across Marketing / Product Management / Merchandising.
• Introduced new form of catalogue development business model from Otto Group into the UK.
• Grew customer database through various acquisition techniques by 50%
• Developed customer forecasting model for business planning
• Delivered exceptional online sales through SEA / SEO / Affiliates / Email
• Cross sold financial services products: loans, product protections and warranties.
• Developed and implemented marketing strategy for acquisition and retention activities online and offline
• Achieved P&L for brand’s 50% increase in offline customers in 2 seasons
• Successfully increased the number of online new customers and enquiries by 25%
• Enhanced visual merchandising and guided navigation by implementing Endeca software
• Grew ‘visit to sale conversion’ by 20% through website improvements and design.
• Active member of Strategic Review group to develop new concepts / initiatives to rebuild Group
Appointed to market a successful mail order range of innovative gift, gadgets and problem solvers.
• Implemented a successful holistic e-marketing strategy to increase Internet demand
• Responsible for all e-marketing channels including PPC, SEO, SEM and affiliates
• Optimised offline strategies to increase online turnover.
• Generating in excess of £10M in turnover through multi-channel marketing
• Increased acquisition response rate by 10% through response model development
• Led, motivated and trained a team of 3 marketing support professionals
• Developed on and offline retention strategies & tactical plans to meet business objectives
• Modified and refined database and data selection to provide improved ROI by 20%
· Managed a £4m budget and generatee over £10M in turnover.
· Planned and created acquisition and retention strategies offline & online
· Developed CRM marketing programme for retention both online & offline
· Managed all marketing channels including PPC, SEO, SEM, Affiliates
· Managed the performance, training and development of three staff
· Managed creative and media agencies
· Developed of on and offline retention & recruitment strategies.
· Developed and implemented tactical plans to meet business objectives.
· Created and implemented a successful holistic e-marketing strategy, increasing Internet demand to over £2M. Email base up 66%. Created and implemented data scoring models
· Improved and refined database and data selection to provide improved returns on marketing investment. Initiated and spearheaded cross-functional projects such as core and third party upsells to improve transaction value.
Startup mail order Health & Beauty Company
· Established my own mail order vitamins, minerals and supplements company.
· Created a brand ‘genki direct’
· Developed the complete business infrastructure including call handling, fulfillment and manufacture.
· Negotiated investment from a third party to enable me to begin trading.
· Set business fiscal goals
· Managed marketing activities as well as managing the center and fulfillment operations.
· Successfully implemented exit strategy resulting in sale of business to the third largest mail order Healthcare Company
Largest UK mail order retailer of healthcare products
• Implemented and developed CRM strategy and created new database marketing / loyalty programmes
• Responsible for marketing campaigns, results, analysis and managing a budget of £7M
• Designed & implemented marketing database. Introduced RFM segmentation
• Increased response rate to marketing communication programme by 25%
• Established new call centre and implemented training programme for staff. Established KPIs
• Implemented mail order software into new call centre for that improved customer service
.
· Designed and implemented Marketing Database, saving the company over £100, 000 in selection/processing costs. Developed & introduced RFM segmentation.
· Developed and implemented CRM communication programme, increasing response rates by 10%
· Implemented and set up Mail Order Software into new Call Centre for over 50 staff, improved customer service and net dispatches by 10%
· Implemented training programme for call centre staff. Management for performance, training and development three staff. Managed campaign and customer analysis and all campaign results. Controlled a £7m annual budget
Dissertation in Segmentation
Upper second Honours