Marketing Manager
DTC Force (Digital Technology Canada)
Total years of experience :15 years, 7 Months
Heading the marketing team to ensure an OmniChannel marketing plans are developed & executed.
Responsible for all performance marketing activities including all paid and organic marketing efforts.
Spearheading marketing division while overseeing SEO, Social Media, Content Syndication, CRM, Email Marketing, PR and promotion efforts.
Ensuring brand presence across the board and enabling teams to follow a comprehensive B2B outreach strategy.
Leading conversion rate optimization, user journey improvements and CRM based email marketing activities.
Generating leads through outreach, user experience and engagement at different stages of the funnel.
Leading the marketing functions for strategic initiates and supervising execution of all the omnichannel based marketing plans encompassing the long term strategy.
Spearheading the digital marketing and growth hacking efforts for deploying a multichannel multi-funnel strategy in order to unlock greater brand reach.
Planning and executing campaigns for product launches and focus on improving the ROI with every single effort.
Conduct constant data analysis to explore the gaps within the funnel and plug those gaps by improving the platform experience from UI and UX perspectives.
Successfully re-structured and streamlined the affiliate, influencer and Email marketing initiatives; for greater contribution in the revenue pie.
Executing and managing PPC, retargeting campaigns for the brand keeping the ROAS and MAPOR in check for optimizing it to improve the lead-to-customer conversion rate.
Mentoring the content team to identify and push out the right content for brand visibility as well as improving organic marketing performance.
Developing continuous feedback loops from every customer touchpoint to provide best in class shopping as well as after sales support experience.
Monitoring the feedback from existing customers on service delivery improvements areas and to implement the practical suggestions.
Overseeing the deployment and implementation of OKRs for driving results moving forward quarter on quarter.
Responsible for executing paid marketing functions with annual budgets of PKR 100 Million, while planning strategic and tactical initiatives for optimal ROI.
Driving the strategy and planning to transform online channels in to revenue generating E-Commerce hub, while ensuring revenue and subscriber targets are achieved.
Responsible for revenue streams falling under E-Commerce Digital and Social Media functions.
Delivering smooth roll out of media campaigns and support the marketing / segments team for product launch campaigns and customer acquisition.
A/B Testing for creative considerations and tracking leads, customer journey to the site through analytics.
Devising campaigns for customers’ engagement through digital channels and enhancing brand equity within the target market.
Leading a team of 20 personnel to cater to customer servicing and improving customer experiences on social media, at the same time conduct training, assessment and mentoring to ensure best practices.
Responsible for digital branding and communication of brand presence on all desired touch points while capitalizing on maximum reach.
Managing multiple partners & stakeholders for new initiatives, as well as media & content agencies for project management.
Management of TP digital platforms by using innovative digital marketing techniques to increase awareness, engagement and traffic across the brands, specifically focusing on social media.
Devising innovative and creative digital plans in line with the upcoming campaigns & offers.
Building up consistent online presence for each brand to reach the required traffic or subscriber targets.
Explore new and positive promotional & advertising opportunities on different portals
Analyze the data generated from paid, owned and earned mediums to generate actionable insights.
Help improve user engagement for all types of traffic especially from paid mediums.
Create and execute creative and out of the box digital campaigns on social media while at the same time experimenting with new and alternative ways to leverage Digital platforms.
Monitoring and measuring consumer behavior and customer experience across all online assets through analytics reports.
Devising plans to increase organic traffic, user engagement, customer conversion, online market share & traffic improvements on social media assets.
Providing insights through robust analytics as recommendations after post-campaign analysis for changes required in the future go to market plans on Digital.
Working towards improving and driving forward positive changes in the Digital Channel Strategy.
- Responsible for designing and deployment of specific special solutions and Projects in customer facing areas focusing on the front of: Social Engagement, CRM, Loyalty Programs and Mobile Solutions.
- Develop scope and oversee development of Mobile solution across multiple platforms, including: Apple, Android, Kiosk and POS executions.
- Conduct in-depth search and social data analysis of customer experience for all the Emaar consumer interaction points.
Utilizing social monitoring and listening tools such as Radian 6 and Tracx to devise meaningful information and formulate way forward.
- Identifying trends and analyzing buying behavior for delivering unique and innovative Customer relationship and engagement models.
- Managing solid client relationships; Focusing on client satisfaction and growth, renewal and retention.
- Leading teams for managing Digital marketing activities and online projects.
- Ensure timely delivery of digital projects for clients including: Social Media Management, Web development, Digital reputation management and Advertising campaigns.
- Overseeing and managing the Cost, Advertising budgets, Resource allocation, Creative requirements and timely delivery of projects.
- Strategy development for campaigns: from initial idea development to implementation, maintenance, tracking and reporting.
- Create strategic direction and strategies for digital campaigns, efficient problem-solving and increased visibility through effective media planning.
- Assist and provide support and expertise in new business pitches.
Clients:
- British Council Pakistan
- Oxford University Press
- Augere Pakistan - Qubee
- Mobilink Pakistan
- Elixir Securities Pakistan
Lead the development and implementation of social/digital media strategies for Lowe Digital projects.
Digital Media Planning for clientele with major ad serving platforms including Facebook, Double Click, MSN and Yahoo ad solutions.
Social media community lead for driving innovative campaigns across numerous verticals on major projects and clients like:
Unilever Pakistan (Walls, Fair & Lovely, Surf Excel, Domex, Vim and Close-up); Jubilee Life Insurance Pakistan; Johnsons & Johnsons Pakistan and Nestle Pakistan
Sell-in new client social model to local/regional clients. Pitch support on high profile projects.
Determine best-practices, agency wide for effective and efficient tools, technology and systems to enhance and improve process and quality assurance.
Serving as an agency lead and subject matter expert for social media issues. Regularly exhibiting thought leadership on social media inside and beyond the agency.
Source and manage relationships with social monitoring and platform partners to support and develop commercial opportunities.
Responsible for the web sites revamp; to fulfil the needs and expectations of our audiences globally, project lead from wire frames to execution.
- Carrying out Marketing functions, specific focus on communications and brand management.
- Developing branding strategies for digital products. Which includes Commercialization of online services, Social Media Management and Digital Marketing
- Conducting Primary and secondary research including Focus groups, surveys, interviews.
- Providing market Intelligence & marketing strategy for the launch of 3 new ventures.
- Product development according to current trends and market demands.
- Build upon ideas for creative coordination and packaging of products.
- Devise detailed business plans for new ideas that evolve into digital solutions with commercial viability and forecasts of revenue targets.
- Pilot testing and business analysis of projects by devising use cases.
- Coordinating and presenting project plans to the International Managing Team.
Achievements till date
- Implementing the Digital Marketing plan, including detailed social media strategy while effectively implementing SEO functions for the project GLADID.
- Developed Communication and Marketing programs through interactive media for GLADID and STRIDES.
- Developed the detailed business plan including Marketing, Sales and Media strategy. Planned Product Pricing, Distribution and Promotion for product line.
- Major role in product development and innovation of products according to market demands; from design to deployment.
- Developed the corporate mass communication strategy including all ATL, BTL and Digital Media collateral.
- Converting products and services into brands via image building, positioning through effective communication and promotions.
Formulating marketing and communication strategies for the portal brandsynario.com & managing content for the same.
Promote Brandsynario products & engage the target audiences through digital media.
Responsible for revamping BrandSynario’s social media marketing campaigns through the use of integrated social media tools and strategic viral marketing campaigns.
Campaign based media research & deployment for clients ranging from FMCG to Telecoms http://dfly.pk/Q5a
Developed content for the portal Brandsynario.com. Primarily covered online research, communication messages, blog posts, interviews, press releases, newsletter & multimedia content.
Ensuring smooth execution of Email marketing practices.
Strategist for all clients going forward, catered for client demands throughout the relationship.
Providing the route map for digital campaigns; including micro sites, web apps, mobile apps etc.
Content Coordination, Promotion & Media sales for SYNERGYZER magazine: Publication of Synergy Group.
Achievements
Initiated and successfully managed the digital presence for 2 in-house brands: Brandsynario & Synergyzer
Developed and maintained brandsynario bloggers directory. (One of Pakistan's most comprehensive bloggers directory, visit here: http://dfly.pk/vrH)
Project Coordinator for Interactive Digital case studies.
Project lead- Nokia N86 Promotion campaign ‘Nokia N86 Click it!’ aimed at increasing brand awareness among the target group: http://www.brandsynario.com/clickit/
Conceptualizing and executing online gaming competition ‘Warid Fix the Mix’ campaign by interactive promotion.
Achieved sales numbers beyond targets for Synergyzer in the Annual Issue 2010. The best sales ever done by the magazine till that time.
Successfully created strategic alliances with partner organizations from the industry to coordinate and promote activities in the local scenario. List includes: Cafe Headline, Blog Awards Pakistan, Learn Fest, and Pakistan Advertising Practitioners Club.
Major Courses: Advertising Strategy, Digital Marketing, Consumer Behavior, Brand Management, Strategic Marketing & Planning, Media Planning, Integrated Marketing Communications
Major courses: Marketing Management, International Marketing, Sales Management, Micro & Macro Economics, International Business and Finance, Strategic Management, Supply Chain Management and Business Research