● Built the first inhouse conversion funnel dashboard using SQL & Quicksight allowing accurate and detailed tracking of conversion rates across multiple dimensions and funnel steps.● Conducted an A/B test analysis using Optimizely to identify improvements in our eCommerce funnel which led to the implementation of two beta features in the conversion funnel.● Prepared and presented reports to the President of Commerce, and team leaders distributing and communicating product performance dashboards to the broader organisation.● Defined and implemented online product KPIs with senior management, business intelligence, and analytics teams unifying definitions, and facilitating their distribution across the organisation.● Found new opportunities for revenue growth by utilising multiple data sources to discover key revenue drivers in different steps in the web funnel.● Generated a report for website product owners in collaboration with backend engineers prioritising a list of domains to be targeted for a company-wide project.● Collaborated with frontend and tracking teams by conducting data quality assurance tests.

● Generated a holistic marketing performance dashboard for senior stakeholders such as the Chief Marketing Officer, Marketing Vice Presidents, and the management board tracking key metrics across marketing channelsand their revenue contribution.● Initiated and managed a project to create the company’s first dedicated marketing database utilising multiple online and offline marketing sources, enhancing the company’s business intelligence capabilities.● Developed an automated report for the yield teams showing uplift in utilisation rates attributable to marketingactivity, this led to enhanced collaboration between digital marketing teams and yield teams.● Remodelled the online marketing database, resulting in a 80% reduction in query run times and significant cost savings by eliminating redundant data querying and costly mitigation solutions (SPICE datasets).● Initiated and built a report for the paid search team in collaboration with franchise partners to automate monthly and quarterly reporting and provide insights on budget utilisation through SQL & Quicksight. This resulted in the reduction of approximately 5-8 hours of manual work per team member per month.● Built a data intake monitoring dashboard, reducing issue detection and troubleshooting from days to hours, by leveraging Looker alerts and SQL.● Led the initiative to onboard the online marketing division onto Quicksight, which resulted in a reduction in hours spent in reporting cycles, and serving as a single source of truth for primary KPIs.● Generated a dashboard analysing the effects of Paid Search on electric car rentals, providing the paid search team with unique insights on campaign and keyword performance by vehicle motor type.● Built and implemented an ad asset generation tool based on user input for the Paid Search team, reducing the adcreation process from one/two weeks to two hours, using Power Query and Excel.

● Management of Corporate and Franchise paid search accounts for France, Luxembourg, East Europe, Middle East, & Africa for Google, Bing, Yandex and Sezmek.● Implementation and optimisation of customized iterative solutions which allowed for a much greater scale and speed of keyword, content, and ad expansion.● Implementation of scalable and flexible microtargeting solutions which facilitated more efficient bidding on costly keywords and an improved cost of sales.● Restructuring and optimizing account schemas to provide agile cost maneuvering/optimization, while maintaining structural fluidity to ensure ease of data analysis and classification.● Implemented large scale multi-relational automated data analysis and reporting through Microsoft Power BI, Google Data Studio, and Google Big Query.● Creation of real-time automated KPI focused dashboards, which allowed swift and fast drilldowns through multilevel hierarchies across multiple tables made up of millions of data points.

● Planned and executed the first digital marketing initiative for Basket.jo, Jordan’s first online grocery delivery provider. The work focused on raising brand awareness through search and display ad campaigns on google adwords.● Optimised search ad campaigns by targeting relevant keywords with bespoke ad content and a competitive bidding strategy, yielding a 300% increase in conversions while simultaneously maintaining a low CPC.● Designed and led the company’s app ad campaign for iOS and Android leading to greatly increased mobile impressions maintained at a cost efficient CPM.● Contributed to a user interface revamp for the website and app which facilitated faster registrations, and content delivery.

● Successfully led the company’s first in house marketing campaign on Google’s ad network● Optimised bidding strategies based on a comprehensive analysis of customer behaviour and client analytics combined with semantic analysis, providing a reduction in cost per conversion of 25% and an increase in conversions by nearly 85%.● Implemented a new marketing strategy on Facebook achieving greater conversions and customer engagements while reducing conversion costs by about 40%.● Expanded and scaled operations into Jordan’s second biggest city resulting in a 20% increase in orders and 30% increase in clientele.● Developed exclusive offers with Jordan’s most popular restaurants, enhancing our customer value proposition; one of which resulted in the company’s largest number of orders in a day.● Implemented and managed the company’s first push notification software, Onesignal.● Led the transition to the new operations system as part of the acquisition and trained operations managers and agents on new business intelligence software, Qlikview.