Umer Khalil Email & Phone Number

Karachi, Pk

Manama, Capital Governorate, Bahrain

- Responsible for managing full funnel optimisation on all Performance Marketing channels i.e. Meta, TikTok, Snapchat, Apple Search Ads and Google in Saudi Arabia and Bahrain. - Managing all executions, campaign operations, funnel deployment, creative development and scaling campaigns to an animal budget across all the mentioned platforms- Deploying latest campaign strategies on all digital advertising platforms to scale platform metrics i.e. Installs, Acquisitions, Deliveries(Purchases), Return on Ad Spend (RoAS)- Integrating new strategies to generate higher retention (Renewals) and reactivation to reduce Churn- Managing audience segmentation by deploying dynamic audiences and creating lookalikes through recorded customer attributes allowing acquisitions to grow by 50% MoM- Revamped content strategy across the funnel, launched TTCC, TTCX on TikTok, Catalog ads on Meta, Influencer based content across the funnel. - Structuring A/B tests of multi-language concepts, price based concepts and voucher based concepts resutling in strengthening CTR and generating a RoAS of 2x-3x. - Launched TikTok's Advanced Dedicated Campaigns and Meta's Advantage Shopping Plus campaigns to reduce CPA by 30%-40%.- Liaising with cross functional teams to find valuable insights, develop creatives, support engineering team to deploy technical functionalities and find opportunities to drive business growth i.e. Installs, Acquisitions, RoAS.- Introduced Snapchat's Catalog Sales and App Conversion campaigns along-with integrating Apple Search Ads with Custom Product Pages that helped in generating incremental Installs by 40% and incremental Acquisitions by 20%

Karāchi, Sindh, Pakistan

- Responsible for managing full funnel optimization and a portfolio of more than >$10Mn across all Performance Marketing Channels i.e. Meta, Google, Tik Tok, Programmatic Partners, Snapchat and Apple Search Ads. - Restructuring the entire Online Marketing Funnel for acceleration of Impressions, CTRs, Installs, DAUs, MAUs, Orders, New Users, AOVs, RoAS, MAUs, Reactivations- Re-engineered and introduced segmentation for Bottom Funnel campaigns to drive higher OPAS and move significant share of audience towards loyal cohort. Recording 20% lift in OPAS QoQ and CPO reduction by 75% MoM. - Introducing Algo-based landing pages for UACe, UACi and Tik Tok Install Campaigns to replicate Meta Dynamic Ads personalization resulting in CPA reduction by 50% and increasing Installs and New Buyers.- Lead the launch of the biggest campaign of the year 11.11 with a 28 days budget of $1Mn recording more than 1.5Mn Installs, 2Mn Orders and 600k New Buyers through all performance marketing channels.- Lead the process of integrating Smartly Automated Ads for and deployed naming conventions to generate a granular level performance and reducing execution of Dynamic and Static Creation across the funnel. Campaigns recorded CTRs of 8% in a 30d time-period.- Inducted Snapchat and Apple Search Ad campaigns to the media mix further reducing CPA and increase penetration in IOS devices - Devised a red carpet journey for Churn audiences tying CRM and Meta Dynamic Sales campaign to reactivate users churned since 1 year or more.- Launched UACe incrementality lift test determining the efficiency of the campaign in terms of driving orders, resulted in recording 30% incremental orders from the campaign type.- Conducted stress test across Online Channels to record the incrementality delivered by Performance Marketing and propose restructuring of budget levels and campaign objectives for 2024.

Pakistan

- Managing a portfolio of >$7Mn across Performance Marketing and CRM Life Cycle channels combined driving business KPIs i.e. Installs, Sessions, DAUs, MAUs, Orders, AOV, Subscriptions, Reactivations.- Leading full funnel strategy and customer segmentation frameworks to address business growth challenges i.e., Installs, Acquisitions, Reorders and Reactivation through Paid Online Marketing mediums i.e. Google, Meta, Tik-Tok, Affiliate & Programmatic and CRM platforms i.e. Braze. - Integrated life cycle audience segmentation on bottom funnel campaigns i.e., UACe, Automated Ads and Dynamic Ads resulting in higher order uplift with 80% increase in Reactivations, 120% increase in Reorders & 120% increase in vertical adoption- Deployed tactical campaigns to overcome Churn that resulted in driving >45% Reactivations MoM at the lowest iCPO that too with Bank-funded vouchers- Integrating Collection Ads and Dynamics on Paid Social, UACe campaigns on Display and Remarketing for Orders on App Marketing (Remerge) optimizing bottom funnel campaigns to generate 150% increase in Orders based on calibrated attribution and lowering CPO significantly.- Launched Pre-Installed campaigns with OEMs i.e., Vivo & Huawei, generating MoM incremental Installs with retargeting via Online Marketing to drive m3 retention higher than 60%.- Launched first-ever subscription model in Pakistan i.e. Pandapro and accelerated acquisitions by leveraging top funnel campaigns and CTA enabled Skinny Banner that resulted in 250% increase in acquired customers. - Devised a 3x3 framework & leveraged UACe, Dynamic Product Ads & Automated ad campaigns that increased customer re-order rate by 20% and recorded 20x ROAS at significantly low CPOs- Optimized Affiliate Channels to drive 2x low CPA and drive incremental acquisitions with tailored commission structures during targeted campaign days- Optimized RMA campaigns on Display channels by moving to 03rd party audience driving 30% acquisition growth

Karāchi, Sindh, Pakistan

Responsible for structuring an IMC approach for the brand to narrate a consumer centric brand story and drive growth KPIs i.e. Installs, Acquisitions, DAUs, MAUs, Sessions, Visits, TOM and Brand Preference Generating highest number of GRPs with lowest CPRP for RODP TV plans securing the top spot for the year 2020 and 2021 YTD in E-Commerce CategoryRecording highest number of sessions driven on application and website through RODP TV plans and spiking application installs mapped via channel-specific tracker codes during Big ticket events PSL 2021, Ramadan 2020 and 2021. Executing product centric brand integrations during Top Rated contents and News Hours on Tier I and II channels driving increase in TOM and Brand Preference by 30% & 25% respectively MoM.Optimizing funnel based campaigns on Display (Google YouTube), Paid Social (Facebook Instagram), App Marketing(Remerge) and SEM channels scaling Reach, Installs and Acquisitions by 50% QoQ with reduced CPI and CPA Transitioning from static to Dynamic campaigns and also introducing UACi and UACe based campaigns that scaled acquisitions, improving the middle funnel health which accelerated DAUs and MAUs with reduced CPA by 40%Integrating Collection Ads and Dynamics on Paid Social , UACe campaigns on Display and Remarketing for Orders on App Marketing (Remerge) for bottom funnel campaigns generating 150% increased orders with minimsed CPO.Strategizing CRM Life-cycle campaigns to address multiple consumer segments i.e. Prospect, Acquisition, Active, Churning, Inactive , Loyal, Churning Loyal & Inactive LoyalRegular A/B testing and performance monitoring of multiple aggressive and conservative vouchers on the listed base scaling Incremental orders and bringing higher relative Uplift. Minimising Push Notification opt-out ratio by testing voucher-based communication combined with brand communication pushes. Closely monitoring spam analysis to improve Newsletter delivery to the audience base.

Karachi, Pakistan

Creating brand campaigns narrating the brand story to the consumers, driving Media KPIs i.e. Reach, GRPs, Impressions, Clicks, Conversions, Engagements etc. and aligning it with Business Metrics Sessions, Conversions, Orders, Re-Orders Conducting researches to gain consumer insights, overlook the Brand health, monitor the current sentiment scenario about the brand on multiple mediumsExecuted 8 campaigns, 6 brand and 2 tactical campaigns for 2020. Generated 50% increase in overall campaigns Reach from last year Garnered 90% incremental engagement and 250% increased impressionsScheduled and executed more than 150 TV integration for 2 CSR campaigns in the first half of 2020. A/B testing of campaigns and collateral testing through Spot-On to measure performance using 3 weighted KPIs Brand Relevance, Viewer Engagement and Ad Message Leading the ATL facets of the brands namely TV, Radio and Print, devising strategic media buying to ensure incremental reach obtained other than conventional CAT airing. Optimizing and monitoring media performance and decreasing CPRP by 40% for the brand and increasing the visibility through segment buys, DBIs and content integrations. Optimizing media plans according to OTS with targeted Reach and GRPs to keep the frequency optimized for visibility. Planning and Executing auction and reserved buy geo-targeted digital campaigns with defined affinities creating impact on targeted audience increasing TOM by 10% MoM, Brand recall by 15% MoM. Setting up Performance Based digital campaigns on Paid Social, Display, App Marketing bringing CPO down by 70% and CPA by 40%Monitoring the Brand Health and KPIs to keep track of Brand performance, aligning it with business objectives i.e. Orders, Re-Orders, Sessions, Page ViewsUtilizing tracking and execution tools i.e. Clarisights, Tableau, Spot-On, Kantar, Google Analytics, Blade Runner, Bizmine, Adjust

Karachi

Looked after multiple clients including Olx , Faysal Bank , K&Ns Foods , Dastak Cooking Oil, IGI Life Vitality, British Council & Emaar Responsible for planning of campaigns with Waving, Recency and Pulsing Strategies for the clients listed on TV, Radio, Print and OOH. Launched Dastak Cooking Oil on all traditional mediums by efficiently utilizing the inventories of TV & Radio moreover ideated the concept of product usage in Cooking Show across multiple stations. Integrated a 3-D QR Code during the live Pre and Post Match analysis of ICC World Cup 2019 in-order to route traffic in the automobile category of Olx. Developed, executed and evaluated B2B and B2C media plans; utilizing Television, Radio, and Print & OOH. Assisted in multiple PR campaigns of OLX’s biggest Automobile gala namely Car First Car Bazaar Karachi & Lahore. Monitored campaign milestones in-order to ensure desired ROI. Focusing on audience reach, flight dates, and campaign performances also amended as per the need Reporting of track record of advertisement to gauge KPI’s and Performance Budgeting and scheduling of advertisements for buying cycle campaigns Lead advertising on Television, Radio, Print and OOH for British Council, Emaar and K&Ns Foods Analyzed advertising trends through data and insights and made recommendations to enhance creativity on advertising platforms Prepared and analyzed in-depth quantitative competitive research - issued to client quarterly

Karachi

Post Evaluation and Pre Evaluation of media campaignAnalysis on the performance of media campaigns in their category Preparation of annual media decks and strategies

Karachi

Preparation and verification of master database Calculation of sales tax return Recording of invoices in payables on SAP

Master Of Business Administration - Mba, Marketing

Activities and Societies: Alumni Advisory Board Head of Vanquishers Sports Society

Bs, Accounting And Finance

Activities and Societies: Enumerator for WWF Pakistan for Fisheries Improvement Program Gwadar President of Vanquishers Sports Society.

Intermediate, Commerce

Activities and Societies: President of Sports Sociey of Aga Khan Higher Secondary School Football Captain 2011-12 of Aga Khan Higher.

Matriculation, Computer Science, A+

Activities and Societies: House Captain of Lancelot house 2009-10