Muhsin Ameen

Shift Electronics is a leading lifestyle distribution company in the Middle East, managing and distributing over 50 renowned brands across the MEA region.

• Leadership & Team Management: Lead a high-performing team of 7 professionals, overseeing all aspects of E-Commerce operations for the MEA region.
  Develop team strategies, set objectives, and manage performance to ensure departmental goals are achieved.
  
• E-Commerce Strategy & Planning: Design and implement comprehensive e-commerce strategies across multiple online marketplaces, including Amazon, Noon, and the company’s in-house platform, dxb.net.
  Responsible for pricing strategies, product listings, inventory management, and approval processes.
  
• Marketplace Management: Oversee Shift Electronics’ presence on major marketplaces, including Amazon and Noon, which together account for 70% of the department’s revenue.
  Manage product content, pricing updates, promotions, and advertising campaigns to maximize sales and profitability.
  
• Website Development & DTC Projects: Spearhead Direct-to-Consumer (DTC) initiatives by developing and launching 5 local brand websites for MEA markets, including cabeau.ae, wacaco.ae, xgimi.ae, getringo.ae, and insta360.ae.
  Manage end-to-end website creation, product catalog management, payment integrations, and logistics to support a seamless customer experience.
  Oversee the operational, marketing, and fulfillment aspects of the websites, ensuring smooth product delivery across the MEA region from Dubai.
  
• Revenue Growth & Financial Management: Achieved a 100% increase in departmental revenue within the last year through effective strategy execution, team performance, and market expansion.
  Responsible for tracking and reporting on revenue metrics, identifying growth opportunities, and optimizing marketing spend.
  
• Digital Marketing & Advertising: Drive online marketing campaigns using Google Ads, Social Media Ads, Amazon Ads, and Noon Ads to increase visibility, engagement, and conversion rates.
  Utilize Google Analytics and other performance tracking tools to analyze website traffic, optimize ad spend, and measure ROI.
  
• Customer & Brand Relationship Management: Cultivate strong relationships with key brand partners, ensuring alignment on marketing, sales strategies, and operational processes.
  Work closely with brands like Linksys, Belkin, Segway, Blendjet, and Twelve South to create tailored marketing strategies and online growth initiatives for the MEA region.
  
• Cross-Department Collaboration & Reporting: Collaborate with the logistics, finance, and marketing teams to ensure operational efficiency and timely product availability.
  Regularly report to senior management on KPIs, progress on strategic initiatives, and market performance.
  

Lead role in strategic planning for product pricing, sales target KPIs, market share expansion, advertisement strategies and competitor monitoring.

• Handled B2C channels via noon and Amazon, as well as various other B2B international clients
• Product management of electronic appliances and accessories brands Wownect, Ozone and Ringke
• Optimized sales channels for the projectors and projector accessories brand Wownect on Noon, and later on Amazon, thereby bringing 300% annual growth for the brand
• Laid out key strategic recommendations and optimized the company's e-commerce platform "Clik2buy.com" - revamped and updated the UI, content, SEO, and SEM and added plug-ins with Shopify
• Weeded out underperforming SKUs/listings and optimized them using keywords, EBC, A+ content, videos and images for maximum product exposure
• Kept tabs on competitor prices round-the-clock to evaluate pricing strategies and push products
• Ran operational support for Saudi Arabia, in logistics and SABER certificates
• Supervised and led in-house training for team executives in successful strategies to meet operations and sales targets, as well as improve the team morale

Managed big league E-Commerce channels like Noon, Amazon and Jollychic for the electronic appliance brands Geepas, Olsenmark, and Krypton, and for the home and kitchen appliance brand Royalford

• Attained the highest revenue for Geepas during Q4 of 2019
• Achieved over 200% growth with Geepas on Amazon during Q1 of 2020
• Planned and executed sales strategies after scrupulously monitoring competitors for product pricing
• Spear-headed marketing campaigns via advertising, promotions and offers
• Liaised with team members and other departmental employees to streamline operations and promote workplace efficacy
• Inspected SKUs for quality and executed planograms for maximum product exposure

Key account manager for e-commerce via Noon, Wadi, Souq.com (Amazon SA), as well as being involved in B2B clientele management and local market vis-à-vis vendor purchases

• Dealt with reselling electronic accessories brands - SanDisk, Kingston, and various regional market products
• Monitored SKU levels, and saw through to order fulfillment by tracking last-mile processes
• Identified and utilized opportunities for potential products and enlisted them in all sales channels
• Built sales reports by channels, for monitoring KPIs, decision support, marketing budgets and SKU optimization
• Closely monitored competitor prices