- 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