Zeeshan A.

- Drove 100%+ YoY revenue growth across DTC, Amazon, Noon, Talabat, and e-retail channels - Efficiently scaled online revenue from AED 800K to 1.8M/month and built the e-retail vertical from scratch - Improved website conversion rate by 75% through CRO experimentation, UX audits, and pricing optimisation - Owned P&L and marketing strategy across all digital channels - Built and optimised AI-powered performance marketing to enhance ROAS from 2x to 4x and reduce CAC by 200% - Increased customer retention from 5% to 14% through automated lifecycle CRM journeys across email and WhatsApp - Rolled out co-branded campaigns with Tabby, Tamara, Shukran, and Fazaa to drive incremental acquisition

- Led performance marketing across Meta, Google, TikTok & affiliates, driving 48% revenue and 54% user growth YoY. - Reduced CAC by 40% and cost-per-buyer by 33% with predictive bidding & audience clustering. - Built lifecycle-aligned CRM journeys increasing cross-sell and LTV uplift. - Developed creative experimentation frameworks improving CTR and brand lift (+24%). - Partnered with product & data teams to build marketing dashboards and data pipelines.

- Owned CRM & performance marketing across 8 verticals, driving 30% new user growth and cutting churn by 20%. - Designed GTM strategy for home chefs & shops, defining brand positioning & execution. - Drove product feature launches (loyalty modules, promo engine, landing pages) improving retention & conversion. - Built segmented retention strategies with RFM modeling, growing CLV 2.5x in 6 months. - Designed forecasting, ROI & vendor frameworks delivering 3x ROI and 10% efficiency gains.

- Increased organic traffic by 40% via SEO, content & on-page optimization. - Cut CPO by 30% through localized bidding, A/B testing & audience segmentation. - Built in-house multi-touch attribution model for precise channel growth tracking. - Implemented tracking funnels, cross-sell/upsell flows, and fraud prevention. - Reduced CAC by 50% via scorecard-driven budget optimization. - Standardize and streamline regional marketing strategies for scalable execution.

- Drive digital payments in the biggest e-commerce platform to increase the prepaid share by collaborating & strategizing with payment partners i.e. Easypaisa, JazzCash & HBL etc. and card schemes including VISA and MasterCard - Carve out key business opportunities, plan strategic roadmap and execute on all product initiatives that directly impact customer experience with Daraz cart and checkout - Provide support for all digital payment related upgrades and implementations including product development, as well as with testing, maintenance and troubleshooting of digital payment systems - Work closely with Alipay to strategize on improving customer experience on the platform impacting overall payment success rates - Successfully launched the first closed-loop wallet on ecommerce and managed end-to-end execution of a marketing campaign to drive digital payments - Responsible for all business analytics, BI developments & performance KPIs for Daraz Group i.e. monitoring and assessing the performance & analyzing data to drive growth

Paid Per Click (PPC) Marketing - Facebook Channel: - Managed the Facebook paid marketing for three different markets of Bangladesh, Sri Lanka and Nepal - Journey based Facebook funnel dependent on user intent and behavior resulted in more personalized, clutter breaking content and creatives for the audience, based on their level/stage of interaction with the Daraz website or app. - Reduced cost per order (CPO) and cost income ratio (CIR) in Bangladesh by more than 50% - Analyzed the potential of the top funnel to scale the reach more efficiently by creating different lookalike audiences - Studied and implemented the cross-sell/up-sell strategy in all countries by structuring the funnel to target purchasers Creative Optimization of Google Channels: - Understood the creation / implementation process with the channel managers and drafted a study of industry best practices - Designed a creative optimization plan for the Google Channels by implementing different creative designs and testing them one-by-one - For SEM, different A/B tests were conducted on headlines, ad extensions & structure snippets to optimize CTR - For GDN, different creative elements were tested in dynamic campaigns to enhance visibility and focus of customers on Web URLs

Key Account Manager: - Managed major FMCG accounts of Daraz like Unilever, L'Oreal, P&G, Mehran Foods & other OEM sellers in the 6-month rotation in commercial team and learned all commercial activities of FMCG category on e-commerce - Created a demand forecasting plan for vendors during Tier-1 campaigns which was set as a benchmark for all future campaigns A/B Testing Project: - An in-depth research on A/B testing of landing pages for Conversion Rate Optimization (CRO) for Grocers category - Created an onsite plan by researching on best practices to execute multiple A/B tests by understanding the consumer journey & crucial elements of a page - On the basis of results like CTR, CR & Page Value, new variants were implemented in majority of the category/catalog pages of Daraz D-Mart Project: - Launched a completely new concept of D-Mart - a page which served all FMCG products in Daraz warehouse to be shown under one page to enhance consumer journey - D-Mart served as a major business driver in terms of items targets for FMCGs on Daraz - Designed the entire page, refined the process to add all the SKUs on the page, created all the content of the page & structured the cart (discount) rule for D-Mart Algolia (Search) Project: - Configured Algolia - a search tool which hosted full-text, numerical, and faceted search engine capable of delivering real time results from the first keystroke - Created search strategy for Daraz on the complex tool by working closely with the Daraz product and Algolia support team to improve overall search results enhancing accuracy - Optimized the CR of visitors who visit Daraz and search by configuring multiple sorting and personalization techniques in the tool

- Audited distributors and retailers with a questionnaire & insights like major competitors, lighting department’s performance and current market position were assessed along with a few recommendations - Managed a Corporate Social Responsibility project with other interns of visiting & helping Thalassemia centers & a Government School

- Worked in various departments specially in the sales department how the order is received and processed and delivered. - Assisted on several D/Os and P/Os recorded on a daily basis for cooking oil.

- Learned the requirements and procedures of feasibility reports - Aided in preparing financial reports

- Initiated an entrepreneurial idea which catered to the needs of students. - Supplied hygienic, home-like food to 40+ students (hostilities) at LUMS University & offices, Lahore - Managed all logistical and marketing activities