Summary
Overview
Work History
Education
Timeline
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Aroosa Shams

Summary

Marketing professional with 5+ years of integrated marketing and account management experience on the brand and agency side. Experience with paid user acquisition across various digital and traditional channels - Display (programmatic display, video, mobile), Social, Broadcast (TV, Radio) and Print (Magazine, Newspaper). Skill set includes a healthy mix of strategy, analytics, project management, media development and execution. A self-starter, excelling in multi-tasking while consistently producing goal driven results. Organized, detail-oriented and able to successfully collaborate with cross-functional teams with the ability to maintain rapport and influence with management, direct reports, external vendors and clients.

Overview

6
6
years of professional experience

Work History

Digital Marketing Manager

PTML - Ufone 4G
Islamabad
11.2021 - Current
  • Build and manage acquisition campaigns across various channels including social, SEM, and display to drive revenue and increase ROI.
  • Analyze and optimize campaign performance based on data-driven insights and strategy using quantitative analysis.

  • Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
  • Identify marketing performance issues and pinpoint the root cause analysis with the help of analytics tools such as Google Analytics.
  • Understand new and relevant KPI metrics requirements for performance management and optimization purposes.
  • Work with creative and marketing teams to test strategies and innovation
  • Increased ufone.com monthly transaction volume by 62% and payments by 172%.
  • Own and manage a PKR 250M budget and grew this budget from PKR 156M the year prior.
  • Develop, execute, and optimize paid social media acquisition campaigns (Facebook, Twitter, LinkedIn, TikTok, Instagram, Snackvideo) which have resulted in 100%+ growth in fan engagement.
  • Monitor Omniture site analytics to ensure we are meeting ROI and CPA goals and to validate third party source tracking.
  • Research new vendors/technology platforms and stay abreast of industry best practices, integrating learnings into our overall digital marketing strategy.
  • Implemented multiple optimization interventions that reduced CPM, CPC, and CPV costs by 27%, resulting in increased reach and conversions

Assistant Manager - Digital Marketing

PTML - Ufone 4G
Islamabad
11.2021 - 11.2022
  • Creating and executing a strong performance marketing strategy & execution plan
  • Developing and managing digital prospecting and remarketing campaigns
  • Managing budgets and campaigns across all digital channels to drive strong return on investment and efficient CAC
  • Ensuring successful planning, execution, optimization for key traffic KPIs via paid, organic & own media channels
  • Identifying and testing new channels to continue to meet or exceed established critical metrics
  • Working closely with the management to share funnel conversion improvement ideas, feedback & present results.
  • Completed a successful CRO on the Internet Offers web page, increasing the conversion rate from 4.13 percent to 17.51 percent.
  • Have successfully been able to increase app installs (My Ufone) by 2.5X (Nov -June'21).
  • Grew 1-day active base of My Ufone App by 38%. Increased 30 days active base of the App by 28%
  • Developed and executed A/B testing strategies to optimize campaign performance.
  • Improved page content, keyword relevancy, and branding to achieve search engine optimization goals.
  • Established and maintained relationships with key stakeholders to deliver successful execution of marketing initiatives.

Assistant Media Planner - Hybrid

GroupM
Islamabad
12.2019 - 11.2021
  • 360 media planning, buying and execution – TV, Radio, Print & Digital.
  • Creating digital media strategy for Ufone portfolios like Super card family, My Ufone App, Data products, MFS, postpaid offers and VAS products.
  • Provide research for and write media Point - Of – Views (POVs).
  • Understanding customer journey towards the purchase of products. Run conversion, app install, traffic, product consideration and awareness campaigns.
  • Worked closely with all vendor partners (local & international) to maintain good relationships and ensure our client's success.
  • Spearheaded internal collaboration to develop the digital rate card.
  • KPI monitoring / optimization through data mining and analysis.
  • Providing upper and lower funnel strategies for brand.
  • Connecting with GroupM digital team to analyze the local as well as global marketing trends.
  • Working with GroupM finance and billing team to timely generate release orders.
  • Developed integrated (digital, tv and print) advertising campaigns that met client KPIs within budget.
  • Researched and built relationships with media vendors (publishers, exchanges/networks and social media) to stay on top of emerging industry/vendor/competitive client innovation.
  • Produced weekly campaign metric reports, post campaign analysis reports, competitive spend analysis, and POV reports.
  • Creation of ad tags, conversion tags, pixel maintenance and trouble shooting.

Digital Media Lead

Feeling Blessed
Austin Taxes
05.2017 - 09.2021
  • Developing right mix of advertising channels to increase app installs. Monitor and optimize campaigns on a placement and creative level based on campaign KPI's and strategy.
  • Analyze delivery reports to observe trends and optimize campaigns in an effort to ensure full impression delivery.
  • Grew existing client base through execution and management of digital media plans in response to client's goals and objectives.
  • Social Media management and content posting

Assistant Media Planner

GroupM
Islamabad
07.2018 - 11.2020
  • Planning & execution of media campaigns Ufone on TV, Radio, Cable and Print mediums.
  • Have been able to do analysis and research work for effective executions of campaigns through media tools.
  • Have rolled out several successful media campaigns along with creative executions.
  • Have been able to meet the demand of clients as well as the media KPI's like CPRP, GRPs, value additions and premium positioning
  • Have been able to do analysis and research work for effective executions of campaigns.
  • Got the chance to learn and work on various media tools like Kantar, Media-monitors, acquiring industry data for tracking and other media analysis.

Education

MBA - Marketing

Bahria University
Islamabad
08.2018

Timeline

Digital Marketing Manager

PTML - Ufone 4G
11.2021 - Current

Assistant Manager - Digital Marketing

PTML - Ufone 4G
11.2021 - 11.2022

Assistant Media Planner - Hybrid

GroupM
12.2019 - 11.2021

Assistant Media Planner

GroupM
07.2018 - 11.2020

Digital Media Lead

Feeling Blessed
05.2017 - 09.2021

MBA - Marketing

Bahria University

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Aroosa Shams