Obaid

Digital marketing and communications specialist with 9+ years of experience developing and executing multi-channel digital strategies across paid media, search, social media, content, analytics, and conversion optimization. Experienced in SEO/SEM, PPC, SMM/SMO, CRO, SERP-focused search strategy, and emerging AI-oriented optimization including GEO and AIO. Strong analytical foundation in GA4, GTM, Looker Studio, audience research, attribution, and performance reporting.

Experienced in leading cross-functional teams, collaborating with international clients, developing campaign messaging, and translating data into practical content and growth recommendations.

Business Development Officer (BDO) at Digiten.Co (2021-01 – Present)

• Generated qualified business opportunities through strategic outreach, proposal development, relationship management, and professional communication across Upwork, Freelancer, and LinkedIn.
• Conducted client discovery to understand business models, audiences, services, and KPIs, translating insights into digital marketing, content, SEO/SEM, PPC, and growth strategies.
• Managed end-to-end client communication from initial outreach through onboarding, ensuring clear expectations around scope, timelines, messaging, and deliverables.
• Collaborated with PPC, creative, content, analytics, and development teams to align campaign messaging, digital assets, and reporting with client objectives.

Team Leader at Digiten.Co (2022-01 – Present)

• Led a cross-functional performance marketing team of 8+ members across PPC, content creation, and digital analytics.
• Set KPIs, assigned work, reviewed deliverables, and maintained quality and consistency across client-facing marketing outputs.
• Reported to senior management on campaign performance, lead quality, client satisfaction, business development, and team delivery.
• Mentored PPC specialists and analysts on Google Ads, conversion tracking, analytics, and data interpretation while coordinating with creative and development teams.

PPC & Performance Marketing Specialist at Digiten.Co (2018-10 – Present)

• Managed $30K+ in monthly Google Ads spend, reducing CPL by up to 28% through bid optimization, audience refinement, search intent analysis, and continuous performance testing.
• Planned and optimized Search, Display, Shopping, Performance Max, DSA, Brand, Local Service Ads, and remarketing campaigns with a strong focus on SERP visibility, relevance, CTR, conversions, and ROAS.
• Conducted keyword research and search-term analysis to identify high-intent queries, improve search relevance, and support SEO/SEM and PPC strategy.
• Managed SMM and paid social campaigns across Meta, TikTok, Snapchat, LinkedIn, Pinterest, and X, optimizing audiences, creatives, messaging, and budgets for acquisition and engagement.
• Applied CRO principles, A/B testing, landing-page analysis, heatmaps, and user-behavior insights to improve post-click experience and reduce bounce rates.
• Built GA4/GTM tracking and Looker Studio dashboards to measure acquisition, engagement, conversion, and attribution performance and turn data into actionable recommendations.
• Developed full-funnel digital strategies across awareness, consideration, and conversion stages, collaborating with creative, technical, analytics, and sales teams.
• Used AI-assisted tools thoughtfully for research, ideation, analysis, workflow efficiency, and content support while maintaining human review and quality control.

BS in Economics (Hons) – University of Gujarat (2016)

ICS in IT, Mathematics, Economics – BISE Rawalpindi (2012)