Abeera Baig Email & Phone Number

Dubai, Ae

Dubai, United Arab Emirates

Gcc

United Arab Emirates

Dubai, United Arab Emirates

Overseeing performance KPIs such as order volumes, GMV, app installs, and engagement.Responsible for full-cycle digital advertising - including media planning, tracking setup, campaignimplementation, optimization, and reporting.Planning monthly bugdets & strategies to achieve clients objectives, & Identifying and sharing improvements to current reporting methods. Performing advanced data analysis and provide results driven recommendations on next steps and organise and structure clients digital activity.Implemented a revamped search ads structure for an eyewear brand that effectively matched ad copies with user search terms to deliver a 3x increase in CTR, resulting in 2.1x growth in sales while decreasing the cost per order. Scaled the total web revenue of a fashion eyewear client by focusing on conversion-optimized campaigns within 6 months.Conducted a sales funnel analysis for a retail client by identifying drop-offs during the checkout flow. Suggested improvements that removed user friction while checking out to deliver a 2x increase in conversion rates.Worked with key advertising Platforms such as Google, Facebook, Tiktok, Snapchat, Linkedin, Pinterest, Twitter, Criteo, Apple Search Ads, Adjust, & Stitcher Ads

Lahore, Pakistan

Supported the governance of national route to market operations and drove continuous improvement through opportunity analysis and tracking results. Played a pivotal role in setting up e-commerce route-to-market operations, resulting in a 20% increase in sales.Coordinated and managed regional RTM managers across 13 territories while directly reporting to Head of Sales Development (HOSD). Assessed performance of RTM projects against benchmark, highlighted areas of non-performance, and potential opportunities for optimization. Led a project to redesign routing of Top 200 Distributors by deploying a software for automated route optimization (RITA) across all regions in Pakistan. Spearheaded the project to rationalize outlet visit frequencies at Top 150 Distributors (80% volume contributors) as per revised RTM outlet servicing guidelines. This project led to improved service levels and reduction in operational costs by 15%. Revamped the sub-dealer model and charted out a long term centralized path to improve system transparency and reduce secondary RTM costs by 20%. Led the project “Every Outlet Survey (EOS)”through which 69 thousand potential outlet conversions were identified. Managed the survey end to end including setting goals, designing questionnaire, sample selection, developing data collection method, analyzing data and presenting results to stakeholders.

Pakistan

Managed channel marketing initiatives including shopper promotions, retailer loyalty plans, trade promotions, and in store activation drives resulting in incremental volume of 2.5 Million Unit Cases (UC). Developed marketing collateral for all channel marketing activities while following brand guidelines. Supervised in-store market activation at more than 2000 high visibility outlets. Negotiated terms with retailers to ensure the best brand visibility resulting in 20% YOY volume increase through these outlets. Tailored a vigorous new outlet conversion drive across the territory which increased market share by 1.5% and reclaimed Sialkot Territory’s lost market leadership. Managed all marketing events (internal & external), including new product launches, distributor engagement drives, sales force recognition events, and strategy roll-out meets. Led Right Execution Daily (RED) initiative which focused on improving cooler purity, fullness and POP scores; it catapulted Sialkot Territory to top position nationally for stellar market execution scores. Received "Activation Expert" award as recognition for converting 20 high volume modern trade outlets which were crucial for business growth. Won a national competition for creating the best trade display as part of the IMC for Coke Studio 2017

Pakistan

Ensured in-store activation at 1,500 outlets and tracked outlet-wise productivity for validating investment. Ensured execution of national integrated marketing campaigns and consumer promotions at territory level. Administered shop signage drive across 1,000 outlets in accordance with corporate branding strategy. Managed and disseminated internal social media communication, including Facebook workplace and Instagram pertaining to channel marketing activities.

Master Of Business Administration (Mba), Marketing

Bachelor Of Business Administration (B.B.A.), Finance & Marketing