SHOAIB GHANI
Mississauga,ON
Summary
Results-driven MBA graduate with expertise in digital marketing strategy and campaign execution. Developed and managed multiple marketing initiatives, resulting in increased brand visibility and customer engagement. Skilled in leveraging SEO, content marketing, and social media to drive traffic and generate leads. Proficient in creating marketing plans, social media campaigns, and content calendars, as well as tracking campaign performance and analytics. Experienced in crafting impactful email marketing campaigns with clear call-to-action and monitoring results. Adept at introducing new tools and programs to digital teams for ongoing reporting. Strong ability to write and edit digital content based on web accessibility guidelines and CASL rules. Conducted A/B tests on emails and webpages to optimize SERP rankings. Proven track record of organizing and coordinating events, including conferences, webinars, and town halls. Supporting cross-functional teams with data-driven decision making while identifying opportunities for online marketing growth. Exceptional attention to detail in prioritizing work-back schedules to meet deadlines and achieve project goals.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Business Development Analyst
FedEx Canada
09.2022 - Current
- Aligned to E-commerce, Automotive, and Electronics segment
- Providing analytical support to the marketing & sales teams and external customers to facilitate goals and strategies related to new incremental revenue & adding value drivers for existing customers and business
- Supporting marketing teams with worldwide customer accounts having a minimum $1.5+ million annual revenue
- Analyzing data with a customer-driven mindset to understand customer needs, challenges, interests and desirable outcomes
- Performing route optimization analysis to save customers time with transportation, logistics, and cost of delivery
- Last quarter analysis saved a new customer 28% in cost compared to their previous logistic service provider and reduced their delivery time by 1 day
- Providing recommendations and decisions in the areas of strategic analysis and customer solutions design
- The company retained a major customer as a result of the 15% cost savings from analysis and findings
- Directly engaging and communicating with external customers, developing content and presenting solutions that include customer insights
- Collaborating with marketing to devise strategies for customers, produce KPI reports, and analyze shipping metrics for potential opportunities
- Support marketing with customer reporting and business reviews, revenue generating opportunities, supply chain optimization, digital surveys, contract maintenance, gap analysis, competitor insights, compliance and ongoing analytical oversight
- Preparing and delivering customer proposals (RFPs, RFQs) in a timely manner where data integrity of information is verified and audited
- Showcasing the importance of digitization in business practices and highlighting the need and value of digital technology at FedEx
Digital Marketing Specialist
Bell Canada
04.2022 - 09.2022
- Managing, auditing and updating BCE Global website for Bell Wholesale
- Reporting monthly on website performance analytics.
- Website traffic grew by over 15% month over month as a result of applying SEO principles and backlinks through external collaborations
- Establishing digital marketing initiatives, creating campaigns, drafting communications & developing go-to-market strategies
- Creating and sending mass communications via Pardot, focusing on content, graphics, distribution list, performance results & marketing automation.
- Tailoring messaging to the target audience in the distribution list saw an average 40% increase in open rate, and a 30% increase in click-through
- Developing content calendars for BCE Global and Bell Wholesale's social media accounts, collaborating with cross functional team for insights. Social media followers increased by 12% from awareness campaigns and organic posts
- Collaborating with vendors to define digital project scope and budget, identify risks, opportunities, align objectives, track and monitor progress
- Ensuring alignment of digital, product, sales, finance, brand and legal teams for client communications and company news updates
- Teaming with creative agencies & external stakeholders for campaign development and rollout. Process involves defining project scope, market research, legal & brand review, presenting creative brief, receiving feedback, making content modifications accordingly, and campaign launch
- Creating work-back schedules for projects, webinars, events, website amalgamation, digital content, third-party remediation plans for streamlining areas of efficiencies, reduction in marketing costs for an improved fiscal budget and accountability towards attainment of KPIs
Digital Marketing Specialist
The Hanen Centre
07.2019 - 04.2022
- Strategizing & managing marketing initiatives focused on social media, email & database marketing, content creation & curation, website and traffic management, lead optimization, inbound marketing, paid and organic campaign development and execution, and marketing analytics
- Providing digital marketing expertise to team and working together to achieve business objectives through collaboration
- Building awareness campaigns on social media saw followers grow by over 50%
- Defining annual budget and allocating spend on all digital platforms comprising of social media, email tools, paid ads and 3rd party software
- Maintaining communications calendar to reflect all digital marketing and membership communications
- Tracking and reporting marketing campaign performance to optimize webpages, content, social media and email results. Email campaigns saw more qualified candidates sign up for workshops at 100% fill rate capacity
- Conducting A/B testing on emails and webpages to identify opportunities to optimize leads for greater engagement and sell through
- Creating content for marketing and building lead generation, developing paid ads on social media and reporting statistics and results. As the result of a lead generation email marketing campaign, over 2500 new candidates signed on to the newsletter and workshop notification list grew by 37% which led towards an increase in demand and allowed to arrange new workshops both in person and online
- Writing client communication collateral, building HTML templates, identifying & targeting appropriate audiences through market research and streamlining digital marketing efforts resulting in higher workshop registrations and fill rates
- Introducing social media analytics and website performance tools like Sprout Social, Hotjar & Tubebuddy for dashboard creation & analysis, KPI development & tracking, analytical forecasting, discovering data patterns, monitoring changes and reporting on updates
- Collaborating with external partners such as influencers and content creators to promote & discover opportunities for business growth
- Designing social media marketing plans for events & workshops consisting of content calendars, copy, graphics, & monitoring performance statistics for way forward & strategy discussions. Monitoring organic & paid website traffic & engagement for campaigns
- Identifying process gaps, finding efficiencies through internal and cross departmental initiatives, and streamline business requirements
- Introducing process improvements through shared access to annual blueprint, and creation of MS Dynamics CRM database views
- Developing social media strategy and SMO through online brand transformation
- Using search engine optimization & search engine marketing for web campaigns and monitoring online marketing results with web analytics
Senior Administration Officer
Laurentian Bank of Canada
01.2017 - 01.2019
- Streamlined operations and prioritized tasks, allowing team to increase project completion time by 25%
- Performing data integrity practices and working with large database for information extraction, processing and quality control
- Initiating digital strategy roadmap for 2018; incorporation of Google Ads and web analytics for digital traceability in company’s processes
- Research, prepare, process, balance, reconcile, and ensure quality control of all financial and non-financial transactions for clients
Marketing Support Officer
Telenor Group
08.2012 - 10.2014
- Organizing events & coordinating logistics and inventory requirements, managing marketing content materials and schedules. Taking charge on the digital mapping of all Telenor Sales & Service Centres through using Google maps
- Executing focus groups for research regarding brand’s positioning & future strategy. Results were used for informed decision making
- Updating Telenor’s website and social media by developing content calendars, optimizing landing pages with keyword research, creating display ads, communicating new campaigns and offers online, growing global presence and reach with email marketing
- Taking a lead on the student mobile app development program involving presentations for young app developers & students throughout several universities, resulting in 265 registered students that submitted their apps to Telenor
- Researching mobile banking brand for value addition streams and diverse services provided under product line. Outlined mobile banking’s achievements/milestones and developed areas for improvement in existing and new services being implemented
Education
Digital Marketing Management - Management of Enterprise Data Analytics
University of Toronto
Toronto, ON06.2016
Master of Business Administration - Marketing
Bahria University
06.2012
Bachelor of Business Administration - Marketing
Bahria University
02.2011
Skills
- Digital Marketing
- Social Media Marketing
- Email marketing campaigns
- Search Engine Optimization (SEO)
- Salesforce CRM
- Google Analytics
- Data Analytics
- Online Marketing
- Content Marketing strategy
- Brand Development
- A/B Testing
- Search Engine Marketing (SEM)
Certification
- Hubspot Social Media Certification, 06/2020, Hubspot Academy
- Google Analytics Certification, 08/2016, Google
- Google Ads Certification, 07/2016, Google
Publications
Symbolizing Status, Lambert Academic Publishing, 07/2012, Wrote a book on exploring & describing the social effects of status symbols and their respective effects on consumer behaviour. Conducted thorough research via primary and secondary data collection, analyzed the data and presented the findings.
Languages
English
Native or Bilingual
Timeline
Business Development Analyst
FedEx Canada
09.2022 - Current
Digital Marketing Specialist
Bell Canada
04.2022 - 09.2022
Digital Marketing Specialist
The Hanen Centre
07.2019 - 04.2022
Senior Administration Officer
Laurentian Bank of Canada
01.2017 - 01.2019
Marketing Support Officer
Telenor Group
08.2012 - 10.2014
Digital Marketing Management - Management of Enterprise Data Analytics
University of Toronto
Master of Business Administration - Marketing
Bahria University
Bachelor of Business Administration - Marketing
Bahria University
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