Aiaza Mir

• Defined a comprehensive eCommerce strategy within 1 month of joining. Prepared an eCommerce P&L for Year 1 up to Year 3 focusing on development and marketing initiatives. The website development strategy focused on technological enhancements (eCommerce website with a clear path to conversion, UGC content generation, AI recommendations, Personalization, Product Reviews, Live chat, WhatsApp AI workflows). The conversion strategy focused on SEO, PPC, PMAX campaigns and affiliate marketing channels, devising strategies to drive 40% of sales from SEO, 30% sales from PPC and 10% sales from affiliates by Year 2.
• Led the end-to-end development of the Masarra.com B2C transactional website, including business case presentation, budget sign-off, Business Requirement Document preparation, Scope of Work document preparation, User Experience and UI designs, site structure, product selection and content strategy to support website goals of conversion, good user experience and page speed goals. The project is underway, scheduled to be delivered in Aug & Nov 2025 (phased approach). A detailed website development roadmap was proposed for Year 2026 and 2027 supporting the extensive expansion plan of Masarra.
• Onboarded SEO agency and defined website content strategy aligned with revenue and traffic targets.
• Facilitated the sign-off of contracts with Procurement & Legal for eCommerce website and SEO projects.
• Revamped the B2B corporate website within 3 months of joining the business using a cost-effective template, resulting in: +13% Views/Session, +27% Avg. Session Duration, -8% Bounce Rate. The project was delivered within 2 weeks of the template approvals. Ensured tracking in GA4 and Google Search Console is done correctly and data is tracked accurately. Created projects in SEMRush for keyword tracking and site audits.
• Built strategic partnerships roadmap with hotels, and tourism boards to drive referral traffic.
• Proposed cross-sell activations with Yas Island, covering product innovation and promotional strategies.
• Developed feedback forms and built workflows in MS Forms and Hubspot for city tours, hotel desks, Otolo Homes, Contact Us and Newsletter Sign-up forms
• Shared digital performance decks with the key stakeholders about surveys, social media performance, website performance, SEO performance and email marketing.
• Spearheaded the execution of Digital Kiosks at Hotel Desks ensuring a user friendly design, product catalogue integration and payment modules.

• Created and managed the product development roadmap for feature enhancements on Holibob's B2B booking platform, prioritising 3–5 key features per quarter to improve platform engagement.
• Led the end-to-end product development lifecycle from writing detailed product requirement documents (PRDs) to deployment and post-launch support e.g. Consumer Domain (book on behalf of customer), Product Domain. New features tailored to clients’ needs, such as Marketing Content Approval workflows, drove a 15% increase in feature adoption.
• Led 15+ platform learning sessions with the CTO to optimise Holibob's extranet and white label websites, resulting in an improvement in platform usability scores. Conducted comprehensive competitor research and developed customer journey maps to enhance user experience.
• Proposed enhancements to the booking workflows to automate failed booking strategies, reducing manual interventions by 15%. The overall booking success rate improved by 7%.
• Spearheaded personalised AI-driven product recommendations on the landing page. e.g. Recently Viewed, Nearby, Weather, Likely to Sell Out, Questionnaire. These recommendations led to a 22% increase in click-through rates (CTR) to the product pages and a 7% boost in conversion rates.
• Managed 12+ Agile sprint ceremonies, including planning, daily stand-ups and retrospectives, achieving 85% on-time delivery rate. Oversaw User Acceptance Testing (UAT), reducing post-launch defects by 20%.

Brands: Arabian Adventures, Marhaba Services, My City Expert, City Sightseeing Dubai

e-Commerce Optimisation and Digital Strategy

• Managed end-to-end Finance P&L of annual AED 20M sales on Arabian Adventures website.
• Conducted daily website monitoring, collaborating with diverse teams (payment gateways, inventory management system, finance reconciliation system) to promptly resolve any issues. Reduced website downtime and improved issue resolution time. This led to an improved conversion rate on the website from 1.3% to 1.5% and reduction in cart abandonment rate by 7%.
• Collaborated with Marketing Manager to plan and execute digital marketing strategies on the website to achieve sales targets while maintaining cost efficiencies. Profitability of the website increased by +30% vs. previous year.
• Optimised traffic acquisition and trading of a transactional website by partnering with digital marketing agencies, improving the performance of paid channels. Currently, SEO contributes to 31% of sales, PPC to 27% with a 200% ROI, affiliate marketing to 10%, and email marketing to 3%.

Product Management

• Led successful completion of a AED 2M project delivering B2C websites Arabian Adventures and City Sightseeing Dubai built on Salesforce Commerce Cloud. Achieved 93% on-time delivery rate for core features. The project involved customising Page Designer features including dynamic page layouts and top navigation. Integrated with Travel Box and Priohub and expanded the product mix from 17 to 55 products. The project resulted in a year-on-year increase in online sales by 23%.
• Oversaw the integration of Salesforce Commerce Cloud with Marketing and Service Clouds ensuring seamless data flow across platforms, resulting in running successful email marketing data collection campaigns like Dubai Fitness Challenge and Dubai Rugby Sevens.
• Utilised digital experience analytical tools Content Square and Web Trends to identify friction points and run A/B tests that improved website conversion rates from 1.3% to 1.6% year over year.
• Managed regular 2 weekly Agile sprints, delivered 8 sprints per quarter, achieving a 95% on-time release rate. Improved team efficiency by 30% through effective sprint planning and backlog prioritisation.