Senior Performance Marketing Manager (South Asia) at Alibaba Group (2026-05 – Present)
- Owning full-lifecycle paid growth across Meta, Google, TikTok and RTA for South Asia, managing a $600,000+ monthly budget.
- Driving daily performance analysis across 30+ campaigns using SQL, cutting go-to-market time from weeks to 2-3 days.
- Optimized ACi account structure, bidding and creatives across all 4 markets, cutting CPI and CAC by 20%.
- Partnering with Data and Engineering teams to build out 3-4 automated reporting dashboards, strengthening tracking accuracy and internal tooling.
- Leading the adoption of AI-enabled workflows to accelerate creative testing, insight generation and campaign optimization.
- Localized creatives with cultural themes and language across all 4 markets, driving a 20-25% increase in traffic KPIs (impressions, CTR).
Performance Marketing Specialist at Amazon (MENA and Turkey) (2024-09 – 2025-12)
Contract
- Leading paid campaigns across Google Ads, META, Apple Search Ads, TikTok and Snapchat for 4 markets, driving +20% conversions.
- Launched a 360-degree content revamp across paid channels via SQL-driven market research and data analysis, driving 2x ad engagement.
- Optimized ad content on all platforms, through A/B testing creatives, improving overall campaign efficiency by 15%.
- Drove content development via Gen AI tools on Google, TikTok and Snapchat, resulting in +25% uplift in conversions across four markets.
- Improved the lead time for partner onboarding by 3x by efficient stakeholder management and SOP creation.
- Managed creative agency relationships, cutting approval turnaround from 2-3 weeks to 1-2 days.
- Improved app installs by +15% (tracked via AppsFlyer) by launching customer app acquisition projects, utilizing in-app assets and automated CRM journeys.
- Managed programmatic and OEM acquisition across 4 partners (ShareIT, Bidease, OEM channels), driving 10% of total installs.
E Commerce Marketing Specialist at Savia Perfume Industry L.L.C (2024-01 – 2024-09)
- Owned end-to-end website development and optimization via Wordpress CMS across GCC markets, driving a 3x uplift in business sales.
- Increased website traffic and engagement by +50% via a monthly content calendar enabling frequent refreshes and launches.
- Managed multi-country website campaigns and landing pages across 6 GCC countries, driving engagement and conversion for key launches.
- Delivered localized landing pages per GCC market, achieving 15-20% higher CTR than non-localized pages.
- Led omni-channel marketing and content calendar, launching 250+ products across 5 GCC countries.
- Managed integrated campaigns across website, SEO and paid media (Google, Facebook, YouTube), boosting awareness and acquisition across GCC.
- Launched and scaled paid campaigns across META, Tiktok, Google and Snapchat, achieving a Return on Actual Spend (ROAS) of 1.5.
- Achieved 3x sales through 3rd party E Commerce platforms (Noon, Amazon, Namshi, 6th Street), by product listing, merchandising and running optimized ads.
- Developed monthly integrated marketing plans and budget allocation strategy through deep data analysis using SQL, GA4 dashboards and Tableau.
Campaign Planning Lead at Alibaba Group (2022-03 – 2023-12)
- Led a team of 10+ executing the monthly campaign calendar across 5+ categories, driving 300+ successful campaign launches.
- Devised integrated marketing strategies across CRM, Email, Paid, Affiliate and Social, driving a 2x uplift in conversion.
- Optimized campaign landing pages via A/B testing and merchandising, driving +30% growth in Daily Active Users (DAU) and CTR.
- Led end-to-end mobile app creative strategy, from briefing to content and collateral development for omni-channels.
- Built crisp campaign brief and campaign design/mood board templates, resulting in +20% efficiency in campaign delivery.
- Experimented new product modules on the app homepage, by A/B testing, leading to 2x improvement in engagement.
- Achieved +20% new app buyers, by successfully launching buyer growth programs through new user vouchers and integrated promotional marketing strategies.
- Conducted thorough post-mortem campaign analysis and devised data-driven campaign optimization strategies using SQL and Tableau as key tools.
Campaign Manager at Alibaba Group (2019-09 – 2022-02)
- Led strategy and execution for 11.11, the year's biggest mega campaign, achieving 100% of sales and order targets.
- Launched Daraz Mart (Grocery Shopping Solution), growing the overall business monthly buyer base by 200,000.
- Led Daraz Fashion Week, launching 10+ premium fashion brands and lifting fashion UVs by 15%.
- Spearheaded digital merchandising strategies — categorization, page optimization, cross-sell/up-sell — to drive traffic, conversion and basket size.
- Planned & executed 10+ cross-category campaigns (New Year, Mother's Day, Valentine's Day), lifting traffic 20% and conversion 10%.
