Caroline Kazanjian
Digital Marketing Expert | Technology | Content Industries
Dubai
Summary
Goal Oriented consumer marketing professional with 12+ years’ experience working with recognized startups and blue-chip multinationals in the world of tech. Sharp analytical and problem-solving skills paired with a heavily data-led approach to strategy setting Proven track record of managing $250K+ monthly paid media/advertising including budgeting, performance measurement, attribution and reporting.
Overview
12
12
years of professional experience
10
10
years of post-secondary education
3
3
Certifications
Work History
Digital Marketing Director
HUAWEI
Duabi
11.2020 - Current
- Lead the marketing function and team for content/subscription based apps across owned and paid marketing channels.
- Strategize and execute seasonal, tactical and strategic campaigns to meet business KPIs (MAUs, Conversions, and Revenues)
- End to end content and performance marketing management from user activation to retention and conversion.
- Manage CRM and marketing automation strategies
- Track and report performance metrics, analyze data, maintain data quality, and optimize.
- Plan, manage and report on annual and quarterly marketing budgets. Optimize ROIs, retention rates and LTV of users.
- Manage partners’ relations, and organize artist marketing and exclusive collaborations.
- Increased new subscribers by average of 25% YoY using cutting-edge inbound marketing techniques.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns
- Planned and executed events and PR campaigns to increase awareness.
Senior Marketing & Ecommerce Manager
Skin Society
Beirut
08.2019 - 08.2020
- Strategized, planned and executed all activities in relation to
- Website performance: product catalog, pricing, order processing, logistics, website design, development stack and services.
- Optimized ROIs following all metrics and KPIs, closely monitoring targets and ensured P&L break-even strategy was met.
- Full funnel marketing strategies and execution. CRM automation strategies.
- Managed the monthly marketing budget and planned spend based on performance of each digital channel.
- Built and lead the marketing and creative teams and managed day to day workflow
- Increase market awareness and penetration through development of creative collateral
- Utilized detailed market research, specific population demographics and lifestyle data to identify product target markets.
Marketing Manager
Anghami
Dubai
02.2018 - 08.2019
- Developed, implemented, and executed a global growth strategy to accelerate large- scale user acquisition & retention across earned, owned, and paid digital media across all marketing channels
- Developed the necessary infrastructure, process, tracking and reporting to scale ROI per acquired and per retained user from digital marketing campaigns
- Responsible for analytics, dashboards, and reporting; effectively communicating performance, wins and challenges internally
- Planned, implemented and developed Anghami’s and artist events strategy and calendar for both offline and online channels
- Developed user re-engagement strategies to ensure low churn rates, in addition to personalized resurrection and stickiness to the app campaigns that maintained MAU KPIs
- Managed monthly, quarterly, and yearly budgets and spending reconciliations
- Lead a team of high performance and dedication.
Digital Marketing Manager
Randem - Do Better
Sydney
07.2016 - 01.2018
- Management of multiple B2C and B2B Ecommerce accounts
- Planning and execution of all digital campaigns across platforms to meet set targets
- Ensured ROI through monitoring marketing insights to learnings and continuous growth of revenues
- Increased customer engagement through social media.
- Developed marketing content such as blogs, promotional materials and advertisements for social media
- spearheaded client meetings to determine business needs and identify course of action
- Discussed SEO needs and optimized strategies for short- and long-term campaigns.
- Evaluated monthly performance statistics and used data to inform future strategies.
- Monitored return on investment of online and social media marketing efforts.
- Provided weekly updates on digital marketing campaigns to clients, discussing strategic initiatives and methods for improvement.
Shopper Marketing Executive
British American Tobacco
01.2011 - 06.2016
- Fully designed & executed in store visibility platform in L&Y which led to an increase in awareness levels &generated trials, subsequently allowing us to maintain the leading position in L&Y protect the comm. Universe against competition.
- Exceeded targeted consumer engagement strike rates in both Lebanon & Iraq by 15% and 20% respectively during 2015
- Planned campaigns based on shopper behavior analysis, in each market and ensured brand content communicated was relevant to the targeted audience in each channel in every specific market across the zone
Key Accounts Executive
British American Tobacco
11.2013 - 03.2014
- Maintained excellent relationships with all Key accounts stakeholders across all markets
- Created sales forecasts to target daily, monthly and yearly objectives.
- Developed thorough understanding of key clients' needs and requirements to prepare customized solutions.
- Supported sales and reporting for large and medium-sized accounts.
Education
DEA - Social Psychology
Lebanese University
Lebanon 02.2015 - 06.2019
Master of Science - Social Psychology
Lebanese University
Lebanon 10.2009 - 06.2011
Bachelor of Science - Social Sciences
Lebanese University
Lebanon 10.2005 - 06.2009
Skills
Performance Marketing
undefinedCertification
Driving Digital Marketing Strategy - INSEAD
Timeline
Creative Strategy Professional - Meta
09-2021
Digital Marketing Associate - Meta
09-2021
Driving Digital Marketing Strategy - INSEAD
08-2021
Digital Marketing Director
HUAWEI
11.2020 - Current
Senior Marketing & Ecommerce Manager
Skin Society
08.2019 - 08.2020
Marketing Manager
Anghami
02.2018 - 08.2019
Digital Marketing Manager
Randem - Do Better
07.2016 - 01.2018
DEA - Social Psychology
Lebanese University
02.2015 - 06.2019
Key Accounts Executive
British American Tobacco
11.2013 - 03.2014
Shopper Marketing Executive
British American Tobacco
01.2011 - 06.2016
Master of Science - Social Psychology
Lebanese University
10.2009 - 06.2011
Bachelor of Science - Social Sciences
Lebanese University
10.2005 - 06.2009
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