Muhammad Asim

E-commerce and brand operations professional with 5+ years of hands-on marketplace ownership across Amazon Seller Central, Etsy, Laam, eBay, and Daraz, plus full DTC responsibility on Shopify. Built two brands from the ground up — including full Shopify store setup, catalogue, and creative direction — and carry full P&L accountability, from margin and pricing decisions through to paid media budgets against ROAS targets. Comfortable working across catalogue hygiene, inventory forecasting, creative direction, and weekly performance reporting, with experience running distributed operations across US, UK, and Canadian markets.

E-commerce & Brand Operations Lead - Ujaala - US, UK, Canada, and Australia

(2022-07)

Handcrafted footwear & accessories brand — Amazon, Etsy, Laam, eBay and Shopify DTC; US, UK, Canada, and Australia.

• Launched the brand on Amazon — built the catalogue, wrote optimized titles, bullets and backend search terms, produced A+ Content, and stood up introductory Sponsored Products campaigns.
• Own multi-marketplace catalogue and listing management across Shopify, Amazon, Etsy, Laam, — multi-variant SKU architecture across the full range, variation setup, listing hygiene, and ongoing optimization of copy and imagery.
• Full P&L ownership — assortment, pricing, margin, and promotional decisions made against real production cost and lead-time constraints rather than handed down.
• Plan and manage paid advertising budgets across Meta and Google on a separate USD ad account, running two distinct sets of unit economics and optimizing spend against CPA and ROAS around diaspora audiences.
• Scaled the Laam channel through listing management, merchandising, and channel coordination with the laam team.
• Own inventory planning and replenishment — aligning range plans against production capacity and lead times to avoid stockouts and overstock across channels.
• Track and report weekly and monthly KPIs — sales, conversion rate, sessions, ad efficiency, and inventory health — using Excel and channel analytics to drive optimization decisions.
• Direct creative and content production — product imagery, video, and AI-assisted asset generation — and led SEO and content work to strengthen storefront visibility and cross-channel brand consistency.
• Run competitor and market analysis to inform pricing and positioning across marketplaces and DTC.
• Manage supplier and artisan relationships to hold quality standards and production timelines.

Founding Brand & Store Manager (Freelance) - Alakh Nagri - Worldwide

(2025-09 - 2026-01)

South Asian women's & men's formal, bridal, and festive wear brand — Shopify DTC, worldwide shipping.

• Built the brand's Shopify store from the ground up — site structure, collections, and product pages spanning women's, men's, and accessories lines.
• Created and managed the full product catalogue — listings, descriptions, and merchandising across bridal, festive, and groom collections.
• Directed product photography and content direction to establish the brand's visual identity ahead of launch.
• Owned pricing and margin decisions across the collection, balancing market positioning against production costs.

E-commerce Assistant (Freelance) - Private eBay Stores

(2024-01 - 2024-03)

Freelance engagement, concurrent with Ujaala.

• Created and managed product listings across multiple eBay stores for a family-run business — listing setup, optimization, and day-to-day catalogue maintenance.

Independent E-commerce Seller - Self-Employed

(2021-01 - 2022-06)

• Built and ran an independent marketplace seller store, sourcing and selling gaming systems including PS4 consoles, controllers, and games.
• Managed end-to-end store operations — listings, pricing, inventory, fulfilment, and customer service — with full P&L responsibility.