Head of Digital Strategy - EMEA

• Sep 2023 - Present

Digital Strategy Development: Lead the development and execution of a comprehensive digital strategy for the EMEA region, aligning with the global vision and objectives. Market Analysis: Stay at the forefront of industry trends, conducting market analysis to identify opportunities and threats and adapting the digital strategy accordingly. Stakeholder Engagement: Collaborate closely with cross-functional teams, including marketing, IT, and product development, to ensure seamless… Show more Digital Strategy Development: Lead the development and execution of a comprehensive digital strategy for the EMEA region, aligning with the global vision and objectives. Market Analysis: Stay at the forefront of industry trends, conducting market analysis to identify opportunities and threats and adapting the digital strategy accordingly. Stakeholder Engagement: Collaborate closely with cross-functional teams, including marketing, IT, and product development, to ensure seamless integration of digital strategies. Digital Transformation: Drive digital transformation initiatives, implementing cutting-edge technologies and processes to enhance our digital presence and customer experience. Budget Management: Manage the digital strategy budget effectively, optimizing resource allocation for maximum ROI. Partnership Development: Identify and establish partnerships with key stakeholders, including external vendors, agencies, and industry organizations.

Head Of Digital

• Sep 2021 - Sep 2023

Responsible for driving B2B growth with the help of our sales and marketing teams at e.ocean. • Bring, develop & test new growth ideas to assure solid growth of organic quality traffic to our website. • Optimize paid advertising. Mainly Google LinkedIn and Facebook. • Landing page optimization towards magically high conversion rates. • Marketing automation, both inbound and outbound through HubSpot. • Developing the global marketing strategy together to introduce e.ocean in… Show more Responsible for driving B2B growth with the help of our sales and marketing teams at e.ocean. • Bring, develop & test new growth ideas to assure solid growth of organic quality traffic to our website. • Optimize paid advertising. Mainly Google LinkedIn and Facebook. • Landing page optimization towards magically high conversion rates. • Marketing automation, both inbound and outbound through HubSpot. • Developing the global marketing strategy together to introduce e.ocean in GCC & EU Region. • Conducting training to ensure the Sales team is up to date with HubSpot usage & its implementation.

Marketing Consultant

• Oct 2021 - Dec 2021

Marketing Consultant

• Jan 2021 - Dec 2021

Visiting Faculty Member

• Feb 2020 - Dec 2021

Courses Taught: - E-commerce - Digital Marketing Courses Taught: - E-commerce - Digital Marketing

Mentor

• Dec 2019 - Dec 2021

Advising Startups on how they should devise their digital strategy which can help them scale their business. Advising Startups on how they should devise their digital strategy which can help them scale their business.

Visiting Faculty Member

• Sep 2019 - Dec 2021

Courses Taught: Digital Marketing Social Media Marketing Social Media & Internet Marketing Digital Analytics Courses Taught: Digital Marketing Social Media Marketing Social Media & Internet Marketing Digital Analytics

Director Digital

• Aug 2019 - Sep 2021

Penumbra is a boutique digital company whose specialty is technology and data driven businesses. Our clients range from billion dollar companies to startups to non profit companies. Some of the company clients include Engro Foundation, Thar Foundation, Dawood Hercules, LUMS, Integration Xperts & many more. - Optimise mix of marketing investment across referrals, SEM, SEO, social media, email, mobile, display, Facebook ads, product marketing, app store optimisation, etc. to achieve… Show more Penumbra is a boutique digital company whose specialty is technology and data driven businesses. Our clients range from billion dollar companies to startups to non profit companies. Some of the company clients include Engro Foundation, Thar Foundation, Dawood Hercules, LUMS, Integration Xperts & many more. - Optimise mix of marketing investment across referrals, SEM, SEO, social media, email, mobile, display, Facebook ads, product marketing, app store optimisation, etc. to achieve strategic and tactical customer goals. - Through continual experimentation, layered audience strategies and insights, define 'playbook' strategies to launch new markets, scale existing markets that optimises key metrics (e.g., CAC, Churn, LTV). - Create audience strategies to reach the right customer at the right time, with growth initiatives across the marketing funnel, through different channels, user segments and product verticals. I bring a strong "growth" mindset (hypothesising, testing, measuring, drawing insights, iterating, etc), which is used for user acquisition, engagement, conversion and retention, and product marketing. Show less Penumbra is a boutique digital company whose specialty is technology and data driven businesses. Our clients range from billion dollar companies to startups to non profit companies. Some of the company clients include Engro Foundation, Thar Foundation, Dawood Hercules, LUMS, Integration Xperts & many more. - Optimise mix of marketing investment across referrals, SEM, SEO, social media, email, mobile, display, Facebook ads, product marketing, app store optimisation, etc. to achieve… Show more Penumbra is a boutique digital company whose specialty is technology and data driven businesses. Our clients range from billion dollar companies to startups to non profit companies. Some of the company clients include Engro Foundation, Thar Foundation, Dawood Hercules, LUMS, Integration Xperts & many more. - Optimise mix of marketing investment across referrals, SEM, SEO, social media, email, mobile, display, Facebook ads, product marketing, app store optimisation, etc. to achieve strategic and tactical customer goals. - Through continual experimentation, layered audience strategies and insights, define 'playbook' strategies to launch new markets, scale existing markets that optimises key metrics (e.g., CAC, Churn, LTV). - Create audience strategies to reach the right customer at the right time, with growth initiatives across the marketing funnel, through different channels, user segments and product verticals. I bring a strong "growth" mindset (hypothesising, testing, measuring, drawing insights, iterating, etc), which is used for user acquisition, engagement, conversion and retention, and product marketing. Show less

Co-Founder

• Apr 2018 - Sep 2021

Founded BlueCastle Digital to provide Business Consultancy to SMBs. Already working with few clients to help them in E-Commerce Operations, Digital Marketing and Business Process Re-engineering. Some of the clients we consulted are: • The Soorat - 100% Authentic Beauty & Cosmetics Marketplace (www.thesoorat.com) • 1947 Denim Co – Sustainable Denim Wear Fashion Brand (www.1947clothing.com) • Mantra – Western Wear Fashion Brand (www.mantra.com.pk) • Tudors | Shirt Kingdom –… Show more Founded BlueCastle Digital to provide Business Consultancy to SMBs. Already working with few clients to help them in E-Commerce Operations, Digital Marketing and Business Process Re-engineering. Some of the clients we consulted are: • The Soorat - 100% Authentic Beauty & Cosmetics Marketplace (www.thesoorat.com) • 1947 Denim Co – Sustainable Denim Wear Fashion Brand (www.1947clothing.com) • Mantra – Western Wear Fashion Brand (www.mantra.com.pk) • Tudors | Shirt Kingdom – Turkish Men’s Fashion Brand (www.tudors.pk) • Kapray – (www.kaprayonline.com) • Rang Rasiya (http://www.rangrasiya.com.pk) • Zellbury (www.zellbury.com) • Lawrencepur (https://lawrencepur.com) • Dot & Line Learning - Edtech Startup (https://www.dotandlinelearing.com) • Rizwan Beyg (https://rizwanbeygdesign.com/) • MEME by AKGalleria (Al-Karam Marketing) Show less Founded BlueCastle Digital to provide Business Consultancy to SMBs. Already working with few clients to help them in E-Commerce Operations, Digital Marketing and Business Process Re-engineering. Some of the clients we consulted are: • The Soorat - 100% Authentic Beauty & Cosmetics Marketplace (www.thesoorat.com) • 1947 Denim Co – Sustainable Denim Wear Fashion Brand (www.1947clothing.com) • Mantra – Western Wear Fashion Brand (www.mantra.com.pk) • Tudors | Shirt Kingdom –… Show more Founded BlueCastle Digital to provide Business Consultancy to SMBs. Already working with few clients to help them in E-Commerce Operations, Digital Marketing and Business Process Re-engineering. Some of the clients we consulted are: • The Soorat - 100% Authentic Beauty & Cosmetics Marketplace (www.thesoorat.com) • 1947 Denim Co – Sustainable Denim Wear Fashion Brand (www.1947clothing.com) • Mantra – Western Wear Fashion Brand (www.mantra.com.pk) • Tudors | Shirt Kingdom – Turkish Men’s Fashion Brand (www.tudors.pk) • Kapray – (www.kaprayonline.com) • Rang Rasiya (http://www.rangrasiya.com.pk) • Zellbury (www.zellbury.com) • Lawrencepur (https://lawrencepur.com) • Dot & Line Learning - Edtech Startup (https://www.dotandlinelearing.com) • Rizwan Beyg (https://rizwanbeygdesign.com/) • MEME by AKGalleria (Al-Karam Marketing) Show less

Digital Business Manager

• Oct 2017 - Mar 2018

• Managing the entire E-commerce Portfolio and responsible for its Profitability for Sana Safinaz; Maintaining Digital Business Spend Plan; Providing thought leadership to drive a strategy for sustainable profitable growth for www.sanasafinaz.com • Bringing in new technologies to improvise the overall customer experience for the brand across all digital platforms and impacting on site revenue. • Leading the e-commerce UI/UX team; Identifying and leading ongoing efforts to continuously… Show more • Managing the entire E-commerce Portfolio and responsible for its Profitability for Sana Safinaz; Maintaining Digital Business Spend Plan; Providing thought leadership to drive a strategy for sustainable profitable growth for www.sanasafinaz.com • Bringing in new technologies to improvise the overall customer experience for the brand across all digital platforms and impacting on site revenue. • Leading the e-commerce UI/UX team; Identifying and leading ongoing efforts to continuously optimize digital journeys and sites toward on-going incremental improvement in sales, lead generation and service adoption to drive improved customer experience and site productivity across all key digital platforms • Implement and continuously monitor Business Intelligence tools to understand the customer behaviour and identifying the opportunities for improvement whilst initiating and driving short, medium and long term enhancements to grow sales. • Working closely with digital marketing and merchandising planners to maximize productivity of website traffic generated through marketing activities; Building optimization plans using various testing methods; Ensuring digital brand guidelines are followed. • Continually monitoring industry best practices from a user experience perspective and measuring www.sanasafinaz.com against best in class and identifying focus areas on driving results and improvements

Deputy Manager - Digital Business (E-commerce)

• Apr 2015 - Sep 2017

As Deputy Manager, I utilise my extensive digital marketing and e-commerce experience to implement effective marketing initiatives on all platforms. My expertise includes e-newsletters, e-loyalty cards, and e-shopping vouchers development for B2C business. I use my outstanding communication and negotiation skills to work closely with code writers and creative departments to produce plans that are suited to clients’ business needs. I am passionate about brainstorming in building an idea and… Show more As Deputy Manager, I utilise my extensive digital marketing and e-commerce experience to implement effective marketing initiatives on all platforms. My expertise includes e-newsletters, e-loyalty cards, and e-shopping vouchers development for B2C business. I use my outstanding communication and negotiation skills to work closely with code writers and creative departments to produce plans that are suited to clients’ business needs. I am passionate about brainstorming in building an idea and concept into engaging content. Other responsibilities include collaborating with Google on all digital media campaigns. Some of my major achievements up to date include: ►Implemented Pakistan’s first Magento 2 Enterprise Cloud platform in Fashion Retail. ►Increased sales targets at 112.5% in 2016, and conversion rate at 121.58% for 2016-2017. ►Led strategic development of e-commerce, boosting business by 170% YoY. ►Featured in Pakistan’s first Google Video Study – How online advertising affects offline sales. ►Speaker at Magento UK Live 2017 for two sessions: Understanding the Total Cost to Upgrade on Magento and Magento 2 Merchant Perspectives.

Senior Digital Coordinator

• Oct 2013 - Mar 2015

My first role at SanaSafinaz required me to manage operations of the online store, including product & inventory management, and order processing. Working in a highly creative capacity, I contributed to digital media campaigns and executed SEO oriented campaigns in line with competitive market demands. Some of my major achievements include: ►Optimised product uploading processes by creating a CSV file which simplified product uploads and decreased time by 50%; this ultimately led to a… Show more My first role at SanaSafinaz required me to manage operations of the online store, including product & inventory management, and order processing. Working in a highly creative capacity, I contributed to digital media campaigns and executed SEO oriented campaigns in line with competitive market demands. Some of my major achievements include: ►Optimised product uploading processes by creating a CSV file which simplified product uploads and decreased time by 50%; this ultimately led to a 15% sales increase. ►Oversaw social media presence and success, and used graphic design expertise to create various artworks. ►Managed and directed all phases of product management and problem report tracking.

Graphics Designer & Content Writer

• Sep 2013 - Oct 2013

Held a pivotal role in managing product uploading on Magento based e-commerce store, as well as responsibility for development, design and production of engaging social media campaigns. Held a pivotal role in managing product uploading on Magento based e-commerce store, as well as responsibility for development, design and production of engaging social media campaigns.

3D Animator & Graphics Designer

• Aug 2006 - Jun 2012

During this time, I have worked on architectural projects for key clients, such as Creek Vista Karachi, Lake City Lahore, G4 LG Tower Karachi, and FFC Headquarters Islamabad. My responsibilities involved generating 3D models in AutoCAD, rendering perspective views in 3D Studio Max, and finalising images in Adobe Photoshop. During this time, I have worked on architectural projects for key clients, such as Creek Vista Karachi, Lake City Lahore, G4 LG Tower Karachi, and FFC Headquarters Islamabad. My responsibilities involved generating 3D models in AutoCAD, rendering perspective views in 3D Studio Max, and finalising images in Adobe Photoshop.