Toseef Butt
Dubai
Summary
With a 15-year track record within performance media, retail media and commerce marketing, I am a visionary Regional Commerce Director poised to elevate MENA / Global operations. My robust expertise spans across marketplaces, DTC strategies, and the intricate interplay of digital media, search, social, programmatic, tech, data, and content within the eCommerce ecosystem. My strategic mindset and proactive approach ensure I surpass expectations within tight deadlines. As the digital go-to expert and linchpin of the management team, I bring a data-driven, solution-oriented focus to enhance brands, optimize conversion, and drive sales in the ever-evolving Commerce landscape.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Regional Commerce Director & Head of CaaS
VML (WPP)
08.2023 - Current
- In my role within the world’s largest creative company, I am a key part of the management infrastructure and the go-to expert within the organization, delivering end to-end eCommerce consulting excellence.
- Leveraged professional networks and industry knowledge to strengthen client relationships.
- Reduced operational risks while organizing data to forecast performance trends.
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
- Trained and guided team members to maintain high productivity and performance metrics.
- Provided strong technical and strategic eCommerce direction across social, D2C, Q-Commerce, and marketplaces such as Amazon, Noon etc.
- Established departmental performance goals and provided feedback for underperforming areas.
- Leveraged data analytics insights for informed decision-making in critical areas such as sales forecasting, budgeting, or personnel management.
- Optimized staff performance by designing comprehensive training programs tailored to individual needs.
- Secured key partnerships that contributed to the company''s overall growth strategy and market reach.
- Learned and adapted quickly to new technology and software applications.
- Responsible for creating full-stack best-in-class eCommerce models utilizing eContent strategy, media strategy, eCommerce add-ons such as ratings and reviews and measurement.
- Developed eCommerce toolkits for leading global brands.
- Ensured client satisfaction at every stage of the Commerce transformation process.
- Facilitated cross-functional collaboration for improved decision-making processes within the organization.
Regional Director – Performance, e-Com & Retail Media
UM MENAT
04.2022 - 07.2023
- Led the Performance, eCommerce & Data departments / COE for the MENAT region, overseeing team of 40+
- My role involved being the single data, technology, and performance media representative for the agency in key client meetings and pitches
- Architecting 360 media and measurement solutions for clients.
- Developed and optimized entire digital media architectures across, Paid Search (PPC), Programmatic and Paid Social.
- Developed product kits, playbooks, best practices & delivered client workshops.
- Audited the capability of 20+ retail media vendors across the MENAT region on behalf of Johnson & Johnson.
- Developed blueprints for audience segmentation, enabling teams to focus on key audiences to drive revenue.
- Pioneered the use of viewability tools such as DoubleVerify to improve media efficiencies and ROAS for clients on behalf of L'Oréal.
- Championed the launch of First Abu Dhabi Bank's mobile app, by architecting the digital media plan across keu channels to drive awareness and growth; integrated the use of Adjust (MMP / Mobile Measurement Platform).
Head of Performance
Boopin DMCC
11.2021 - 04.2022
- Reported directly to the CEO.
- Enhanced the agency’s digital offering and capabilities.
- Was successful in 4 out of 4 pitches.
- Consulted clients on their digital infrastructures.
- Manged the P&L of the digital department.
- Delivered planning and execution best practices across all digital channels.
- Broadened the digital / performance media skillset across the team.
- Onboarded new technologies to drive campaign performance.
- Drove process improvements through thorough analysis of operational inefficiencies leading to streamlined workflows and reduced waste.
- Spearheaded change management initiatives to successfully implement new policies, procedures, and systems across the organization.
Performance Director – Performance, Technology & Data
UM Worldwide
09.2020 - 11.2021
- Managed a team of 25+ across Dubai and Lebanon, leading on biddable, data, technology, and digital planning.
- Performance and Digital lead for UM across the UAE.
- Led on digital strategies with multiple stakeholders (key clients, creative, CRM and data agencies).
- Spearheaded successful product launches that resulted in increased brand visibility and customer acquisition.
- Trained and guided team members to maintain high productivity and performance metrics.
- Significantly optimized workflows through the rollout of project management (PM) tools.
- Developed a blueprint for performing audits across website tagging, SEO, PPC, Paid Social and Programmatic Media (DV360).
- Developed a KPI framework for all stages of the marketing funnel.
- Negotiated JBPs, ensuring agency and clients achieve the greatest value to meet KPIs.
Freelance Biddable Director
Wavemaker
03.2020 - 09.2020
- Digital client lead on the Huawei account.
- Directed all biddable, data, technology, and digital planning projects.
- Managed a team of 20+.
- Delivered client growth internally (for the agency) and externally (sales volumes and ROAS).
- Led the rollout of app-tracking solutions.
Digital Planning & Technology Director
PHD Media
11.2016 - 12.2019
- Responsible and accountable for key data, technology, and digital planning projects, including affiliate marketing.
- Successfully launched several e-commerce websites across UAE, KSA and Kuwait for global brands such as H&M, Bath & Body Works, Victoria's Secret and Mothercare through the use of Paid Search (PPC), Paid Social, Programmatic and third party tracking tools.
- Developed the roadmap and strategy for the pre-launch and launch of a branchless, mobile bank (Mashreq Neo App).
- Ensured the profitability of the department P&L through hitting revenue targets and optimizing resource time / allocation.
- Developed digital maturity visions for brands, identifying gaps for automation, enhancement, and efficiency.
Affinity Account Director
Mindshare
06.2013 - 08.2015
- Main lead and single point of contact for digital services amongst all clients across the agency, at every level.
- Built strong rapport with clients through regular check-ins, status updates, and proactive problem-solving approaches.
- Met with clients to discuss advertising options and future growth goals.
- Increased client satisfaction by effectively managing account teams and delivering exceptional service.
- Delivered measurable success by consistently meeting or exceeding client expectations, solidifying reputation as a reliable account partner.
- Presented insightful reports to clients on campaign progress and results, demonstrating the value of services provided.
- Drove innovation ensuring formats that were used for digital campaigns were unique (i.e. Video + 360 experiences using over 1,000 real images rather than CGI for Volvo Cars)
Digital Manager
HAVAS
10.2005 - 11.2013
- Digital lead for a client business unit, leading a team of 5
- Led planning and buying of digital display campaigns and partnerships (including Mobile and Social Media).
- Key growth accounts including Accor Hotels and Pernod Ricard.
- Pioneered the use of Dynamic Creative, by delivering real-time pricing to retargeted consumers.
Digital Account Executive Positions
Omnicom Media Group And AMS
10.2005 - 05.2013
- Inspected existing ads and marketing materials to achieve consistency throughout multiple platforms.
- Developed and delivered comprehensive post-campaign reports, highlighting key metrics and insights to inform future marketing efforts.
- Worked with marketing department to create targeted advertising strategies for key customer demographics.
- Cultivated a deep understanding of each client''s specific needs, enabling the creation of highly-targeted campaigns that drove measurable results.
Education
Association of Accounting Technicians Level 2 - Accounting
Havering College
London, United KingdomHigh School Diploma -
Barking Abbey Comprehensive School
London, United KingdomSkills
- Analytics (GA, Adjust, Kochava, Appsflyer, Adobe)
- Retail Media
- Creativity and Innovation
- Commerce (eCommerce, Quick Commerce)
- CRM Strategy
- Paid Search (PPC)
- Paid Social
- Programmatic
- Shopping Feeds
- Amazon
- Marketplace
- D2C
Certification
- Amazon Retail Readiness
- Google Ads Search Professional
- Google Ads Display Professional
- Google Ads Video Professional
- Google Marketing Platform
- Google Shopping Ads
Languages
English
Bilingual or Proficient (C2)
Urdu
Bilingual or Proficient (C2)
Personal Information
Nationality: British
Hobbies and Interests
Fitness, Football, Investments, Philanthropy, Psychology, Reading, Technology, Travelling, Web 3.0
Client Experience
Abu Dhabi Ports Group, Accor Hotels, ALDAR, British American Tobacco, British Petroleum, Colgate-Palmolive, Dyson, Emirates, Ferrero Group, First Abu Dhabi Bank, H&M, HSBC, Huawei, Johnson & Johnson, L’Oréal, Mashreq Bank, McDonald’s, Mothercare, Nespresso, Nissan, Payby, Pernod Ricard, RAC, RAK Bank, Red Bull, Royal Caribbean Cruises, Saudi Telecom, SC Johnson, Sony, Starbucks, Supreme Committee (FIFA Wold Cup '22, The Coca-Cola Company, Toyota, VW Group, Victoria’s Secret, Volvo Cars UK
References
Available upon request
Timeline
Regional Commerce Director & Head of CaaS
VML (WPP)
08.2023 - Current
Regional Director – Performance, e-Com & Retail Media
UM MENAT
04.2022 - 07.2023
Head of Performance
Boopin DMCC
11.2021 - 04.2022
Performance Director – Performance, Technology & Data
UM Worldwide
09.2020 - 11.2021
Freelance Biddable Director
Wavemaker
03.2020 - 09.2020
Digital Planning & Technology Director
PHD Media
11.2016 - 12.2019
Affinity Account Director
Mindshare
06.2013 - 08.2015
Digital Account Executive Positions
Omnicom Media Group And AMS
10.2005 - 05.2013
Digital Manager
HAVAS
10.2005 - 11.2013
Association of Accounting Technicians Level 2 - Accounting
Havering College
High School Diploma -
Barking Abbey Comprehensive School
- Amazon Retail Readiness
- Google Ads Search Professional
- Google Ads Display Professional
- Google Ads Video Professional
- Google Marketing Platform
- Google Shopping Ads
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