Muhammad Sameed Anjum

• Built and managing a super competent performance marketing team of 5+ across leading classifieds portals like bayut.com and dubizzle.com in UAE and Olx.com in Egypt and Lebanon, all of which are part of the Emerging Market Property Group (EMPG)
• Designing, implementing and overseeing all aspects of digital marketing and performance campaigns; monitoring campaign planning, budgets, performance and growth
• Overseeing display and search campaign activities on Meta and Google; defining campaign structures congruent with latest keyword match types, bidding strategies, ads, audiences' best practices and content optimizations etc
• Executing and Optimizing Standard & Dynamic Display, YouTube and Shopping campaigns on Google
• Executing and Overseeing Facebook Website Conversion, Lead Generation, Catalog Sales, Traffic and Awareness based campaigns
• Implementing CRM strategies to acquire, retain and reengage customers during key milestones of customer lifecycle segments
• Initiated churn prediction model for dubizzle to identify the customers (ad posters) who were about to churn and winback customers who have churned. Achieved ~17% conversions
• Improved the leads per user (LPU) metric by initiating customer focused recommendation campaigns for all verticals
• Increased revenue from different funnel drop-off stages by focusing on customized content for each stage which resulted in ~20x more revenue
• Built an attribution model for lifecycle marketing with the help of BI and product team to track revenue and leads (mix of DDA and LNDC)
• Ran user verification and user rating/review campaigns in collaboration with product team on dubizzle to avoid scam and fraud complaints on dubizzle
• End-to-end digital execution of 4 brand campaigns for dubizzle and Olx on 5+ platforms:

i) UAE: Reached ~60% population with a 3% brand

uplift and 4% ad recall

ii) Egypt: Reached ~30% Egypt population with a 4%

brand uplift and 5% ad recall

• Worked with the tech teams to develop an automated feed management tool, in order to streamline the feed creation process for multiple channels
• Reporting to CEO and top management on bi-weekly basis with insights on competitive landscape, business KPIs, performance goals and key initiatives
• Collaborating & meeting with Google & Facebook teams on digital strategy, optimization, beta products, features, and case studies
• Accomplishing team results by communicating job expectations and appraising job results
• Accomplished multiple tasks within established timeframes.
• Cross-trained existing employees to maximize team agility and performance.
• Maximizing performance by monitoring daily activities and mentoring team members.
• Adjusted job assignments and schedules to keep pace with dynamic business needs, factoring in processes, employee knowledge and customer demands.

• Successfully implemented new CRM tool; MoEngage across 8 different portals under the EMPG group
• Developed a strategy to engage, retain, and reactivate customers during key milestones of the customer lifecycle segments for Bayut and dubizzle
• Creation and running of email, push notifications and in-app messages, from copy writing to email design and user segmentation to tracking and reporting of performance for all c2c and b2c communications
• A/B Testing and optimizing CLM campaigns with strategic content, frequency, audience variations & send times
• Achieved user growth of 65% in 12 months by optimizing the landing pages for MyBayut and retaining the users through automated and manual email marketing campaigns
• Tweaked remarketing campaigns for b2b users to aid winbacks for the sales team for lost customers
• Facilitated real-time decision-making for digital spend optimization and strategy implementation by end-to-end ownership of Google Analytics, Google Data Studio
• Limited the budget leakages while linking the objectives to ROI based goals
• Trimmed down 50% budgets while keeping the paid side lead share stable
• Initiated full funnel reporting for paid and organic campaigns for dubizzle cars acquisition, which helped identifying operational and business challenges
• Brought down customer acquisition cost for dubizzle jobs section by ~87%
• Improved ROAS from ~0.5 to 2.5 for Olx Lebanon (Cars acquisition) campaigns

• Facebook Lead Generation Campaigns: Worked on paid lead generation campaigns for UAE and GCC ready and off-plan developments
• Email Marketing: Designed and implemented direct email marketing campaigns
• Analyzed customer journeys and optimized user engagement flows
• Plan monthly budget allocation and optimize according to business KPIs
• Reported channel performance weekly to management and communicate learnings and insights with the team as well
• Worked with the creative & design team to ensure best practices are being embraced and executed
• Regularly reviewed and checked best practices with channel teams (Google and Meta)