Waleed Malik

Performance Marketing for Digital Platforms: Leading performance marketing initiatives for Tamasha, Pakistan's largest local OTT app, and Simosa, the country's biggest telco hub app. Driving analytics and insights to optimize campaigns for ROI and ROAS. Attribution and Analytics Integration: Overseeing technical marketing integrations, including attribution tools like AppsFlyer, to enhance user acquisition and campaign performance tracking. AdTech and Monetization: Managing the technical aspects of adtech for the company, including sales operations and technical integrations, to maximize ad revenue. Budget Management: Responsible for managing a performance marketing budget of approximately PKR 1 billion for Jazz, ensuring efficient allocation and measurable outcomes. Data-Driven Marketing: Implementing advanced analytics techniques such as event mapping and dynamic audience segmentation to create personalized customer experiences and improve campaign effectiveness. Cross-Functional Collaboration: Working closely with internal teams to deploy innovative marketing strategies and technical solutions across Jazz's digital ecosystem. Sales Performance Analysis: Monitoring and analyzing ad sales performance, aligning efforts with broader company growth objectives.

Oversaw a performance marketing budget of $32 million, including campaigns for Tamasha, Pakistan's leading OTT platform, and Simosa, a telco hub and lifestyle app. Spearheaded the VEON AdTech initiative, driving digital transformation through programmatic solutions and effectively utilizing first-party data to optimize marketing outcomes. Successfully onboarded AppsFlyer and integrated it across all Jazz apps, enhancing data-driven decision-making and user acquisition strategies. Led the development of growth strategies across the user funnel (acquisition, engagement, retention), resulting in measurable improvements in user retention and lifetime value. Managed agencies to efficiently execute performance campaigns, achieving significant growth in user acquisition and campaign ROI. Designed and implemented media measurement methodologies, including A/B testing and incrementality experiments, to assess campaign performance and optimize return on investment. Supervised daily operations of campaign execution, ensuring optimal performance and alignment with strategic goals. Led technical integrations across platforms, enhancing Jazz's digital ecosystem for seamless execution of marketing activities. Managed Jazz's website, ensuring it serves as a high-performing hub for user engagement and conversion. Directed advanced geo-testing and audience segmentation to tailor marketing efforts and improve subscription growth.

Performance Marketing for Major Accounts: Managed some of the largest digital marketing accounts in Oman, including OTE, Bank Muscat, Oman Data Park, and renowned automotive brands like Hyundai, Land Rover, and Cadillac. Platform Expertise: Delivered successful campaigns across multiple platforms, including TikTok, Snapchat, X (formerly Twitter), and Google Ads, achieving outstanding performance metrics. Result-Driven Strategies: Focused on pure performance marketing strategies, leading to measurable growth in conversions, engagement, and ROI for clients. Creative and Data-Driven Campaigns: Designed and executed innovative digital marketing campaigns tailored to client needs, leveraging advanced analytics for optimization and targeting.

Led a team of 5 professionals managing Jazz's account from the agency side, ensuring seamless execution of marketing strategies and campaigns. Spearheaded the annual media strategy for Jazz, aligning with business objectives and ensuring KPIs were consistently met or exceeded. Managed and executed campaigns across multiple platforms, including Google, TikTok, Facebook, Snapchat, and X (formerly Twitter), optimizing performance for maximum ROI. Provided data-driven targeting solutions to achieve campaign objectives, identifying the best-performing platforms for specific goals. Launched major projects such as Tamasha, Pakistan's leading OTT platform, and successfully managed Jazz's 25th-anniversary campaign, from strategy to execution. Oversaw campaign performance by tracking, analyzing, and reporting KPIs, ensuring alignment with business objectives and delivering actionable insights. Delivered monthly performance reports and maintained accountability for meeting strict deadlines and client expectations. Designed and executed digital media plans, combining innovation with efficiency to drive engagement and results for Jazz. Demonstrated expertise in calculating campaign ROI, leveraging analytics to refine targeting, budget allocation, and creative strategies.

Led the account management for OHI Leo Burnett, overseeing campaigns for prominent clients such as Oman Data Park, OTE, and Bank of Muscat. Managed end-to-end digital marketing campaigns, ensuring alignment with client objectives and achieving performance-driven results. Directed analytics and reporting, providing actionable insights to optimize campaign performance and maximize ROI for all clients. Supervised the technical integration of platforms, ensuring seamless connections across digital systems to enhance tracking, targeting, and overall campaign effectiveness. Collaborated closely with client stakeholders to strategize and execute impactful marketing initiatives, driving growth and engagement for their brands. Played a key role in delivering measurable success through performance marketing and tailored solutions for each brand’s unique requirements.

Directed digital media initiatives for Daily Khabrain, transforming it into a competitive digital news platform. Developed and executed strategies to boost website traffic and social media engagement, achieving significant growth in digital presence. Collaborated with the sales team to monetize digital assets, securing ad revenue from agencies and private organizations.

Led the digital transformation of Daily Ausaf, one of Pakistan's most renowned newspapers, transitioning it from a traditional print model to a fully digital news platform. Spearheaded the development of an in-house news management and publishing system, enabling streamlined content creation and publishing workflows for the website. Achieved a significant milestone of over 5 million followers across social media platforms, enhancing the newspaper’s digital presence and audience engagement. Collaborated with the sales team to monetize digital assets, selling ad slots on the website and pitching digital media strategies to agencies, resulting in substantial revenue growth. Designed and implemented comprehensive digital marketing and sales decks, effectively showcasing the value of Daily Ausaf’s digital platform to agencies and advertisers. Directed the creation and execution of innovative strategies to enhance brand visibility and reach within the competitive digital news landscape.

Pioneered the digital transformation of FM 100, developing a comprehensive digital strategy that included the creation of a new app and website. Revamped the brand’s presence in the digital space, enabling FM 100 to effectively engage with modern audiences. Designed and executed campaigns to boost monetization channels, driving revenue growth through targeted digital initiatives.

Acted as the Digital Marketing Consultant for Centaurus Group, overseeing the social media presence for the CEO, Centaurus Mall, and Centaurus Hotel Suites. Managed official social media channels, developing and executing strategies to grow the digital presence and engagement of Centaurus Group’s assets. Designed and executed digital marketing campaigns to enhance brand visibility, drive traffic to digital platforms, and increase engagement. Played a pivotal role in driving bookings for Centaurus Hotel Suites, utilizing targeted advertising and performance-driven campaigns to achieve measurable results. Developed and implemented strategies to boost the digital assets' presence, ensuring alignment with the group’s overall business objectives. Ensured consistent branding and messaging across all digital platforms, effectively communicating the group’s value propositions to target audiences.