Narine Nersessian, Marketing Expert in Dubai, United Arab Emirates
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Narine Nersessian

Verified Expert  in Marketing

Marketing Expert

Location
Dubai, United Arab Emirates
Toptal Member Since
May 2, 2023

Narine is an award-winning retail marketing expert with eight years of experience in the technology, fashion, and beauty industries. She specializes in leading full-funneled omnichannel marketing and paid media strategies for top North American retailers, surpassing platform benchmarks for brand lift and conversion campaigns. Narine translates marketing goals and insights into marketing strategy and deploys and measures forecasts and marketing strategies, generating promotional and sales lift.

Project Highlights

FlexPlan for Apple
Led a program that increased traffic by 43% and conversion by 21% within the first two months of launch and grew Staples' market share for Apple by 1.5 BIPS. The communication strategy was adopted in different countries as a best practice.
The Best FB Mobile Marketing Campaign
Managed a FB mobile marketing campaign that resulted in over 2.3% overall sales lift and over 7.6% customer acquisition lift for Brick & Mortar. The overall sales lift resulted in $5.4 iROAS.
Live a Colourful Life Campaign
Led and executed effective marketing strategies and plans for Hudson's Bay brand relaunch campaigns by re-establishing a connection with a younger Canadian audience demographic.

Expertise

Work Experience

Technology Marketing Manager

2021 - 2023
Staples
  • Partnered with business units and channels to create and execute world-class 360 marketing strategies and plans to drive incremental traffic, increasing brand identity and customer loyalty. Ensured consistency in messaging across all media.
  • Led the strategic marketing direction and execution, creating an omnichannel strategy to launch FlexPlan for Apple, which drove over 43% traffic and 21% conversion within the first two months of launch. Staples MS for Apple also grew 1.5 BIPS.
  • Created dynamic marketing, brand, and content strategies for the tech category and increased the market share for audio and laptops by 10% and 9% within six months with 40% less cost per engagement (CPE) and a 60% increased engagement rate.
  • Served as a marketing communications liaison between business function leaders and the marketing team, translating overarching business objectives into actionable marketing campaigns and programs.
  • Delivered and monitored results, ensured objectives were delivered according to the plan by monitoring early indicators, and took corrective actions to achieve returns on investment (ROIs) and other KPIs when required.
  • Created a long-term strategic roadmap rooted in the deep market and customer insights to drive retention and growth while maintaining a customer-focused lens through Staples's pillars.

Digital Marketing and Media Manager

2020 - 2021
Hudson's Bay
  • Led and executed the best FB mobile advertising campaign. The pilot resulted in over 2.3% overall sales lift and over 7.6% customer acquisition lift for Brick & Mortar. Overall sales lift resulted in an incremental return on ad spend (iROAS) of $5.4.
  • Managed and executed effective marketing strategies and plans for Hudson's Bay brand campaign. It surpassed YouTube's benchmarks of brand lift in terms of ad recall by over 7.7% and consideration by 3.3% with 20% less cost.
  • Led the development of internal reports on performance analysis with in-depth insights on the voice of the customer (VoC) and performance KPI metrics.
  • Identified opportunities, actionable insights, and recommendations to improve efficiency and accelerate growth.
  • Strategized paid campaigns by shaping the campaign strategy, media plan, audience targeting, optimization, budget accountability, and planning and forecasting ROAS to enhance the user acquisition journey, which resulted in profitable conversions.
  • Collaborated with the brand, customer insights, and MMM teams to measure the effectiveness of media channels to enhance brand growth, customer acquisition, and retention.

Digital Marketing Specialist

2019 - 2020
Hudson's Bay
  • Improved activation campaign strategy and ensured brand consistency by breaking the company's highest conversion rate record. It led to an 11% incremental conversion lift, 7.49x iROAS, and a two million sales lift per channel—Google and paid social.
  • Ideated, executed, monitored, and scaled digital media campaigns across all ad platforms while demonstrating audience targeting and performance reporting against aggressive campaign KPIs.
  • Managed end-to-end campaign execution, optimization, and reporting, including creative development processes and retail marketing campaigns. I ensured tight timelines were met, and channel best practices were applied.
  • Analyzed customer penetration, leveraging 1st- and 3rd-party data to provide actionable insights and drive higher brand awareness and consideration resulting in acquisition, retention, and higher ROAS and average order value (AOV).
  • Collaborated and built relationships with media partners, external vendors, and agencies to keep abreast of current algorithms and functionality and collaborate on media planning, reporting, and testing innovative ideas.
  • Measured the overall media impact on store visit conversions and cost by implementing the company's offline sales data into platforms and increasing the brand effectiveness to drive both eCommerce and omni sales.

Marketing Coordinator

2016 - 2019
Car Holdings
  • Developed and implemented effective and innovative media plans while leading the execution of various marketing campaigns in a timely manner for CAR Holdings and its operating entities—mechaniQ and autologiQ.
  • Led content creation, execution, community management, website updates and optimization, and event management.
  • Planned, executed, and allocated the budget for display, social, and email marketing campaigns.

Marketing Assistant

2017 - 2018
Rosaline Digital Marketing Agency
  • Managed marketing projects, including task identification and completion, deadline compliance, and coordination of necessary internal and external stakeholders to achieve brand objectives.
  • Produced, analyzed, and presented reports in Google Analytics as needed.
  • Collaborated with a team to translate marketing requirements into full-funnel marketing KPIs within marketing automation and CRM systems to drive awareness, consideration, and conversion, ensuring sales lift for clients.

FlexPlan for Apple

https://www.staples.ca/a/content/apple-flexplan

Led a program that increased traffic by 43% and conversion by 21% within the first two months of launch and grew Staples' market share for Apple by 1.5 BIPS. The communication strategy was adopted in different countries as a best practice.

I led the strategic marketing direction and execution, creating an omnichannel go-to-market strategy to launch FlexPlan for Apple, a subscription program dedicated to all Apple products. Staples was the first retailer in the market to launch such a program, giving customers a chance to get their hands on the entire Apple ecosystem on low monthly payments with AppleCare+ protection included, as well as the option to have flexible upgrades as needed.

The Best FB Mobile Marketing Campaign

Managed a FB mobile marketing campaign that resulted in over 2.3% overall sales lift and over 7.6% customer acquisition lift for Brick & Mortar. The overall sales lift resulted in $5.4 iROAS.

I led and executed the campaign—DABA experiment—that won the 2020 CMA silver award. It was designed to ensure online and offline growth could be measured using a matched market test. The campaign was launched as a pilot in three phases, and I led the pilot strategy, execution, and optimization.

Live a Colourful Life Campaign

https://vimeo.com/490937924

Led and executed effective marketing strategies and plans for Hudson's Bay brand relaunch campaigns by re-establishing a connection with a younger Canadian audience demographic.

I built the media plan for the campaign and managed the end-to-end execution. The campaign won 2020 CMA gold, silver, and bronze awards for retail engagement, marketing technology, and business impact. It has surpassed YouTube's benchmarks of brand lift in terms of ad recall by over 7.7% and consideration by 3.3%, with a 20% overall cost reduction.
2011 - 2015

Bachelor's Degree in Communications

American University of Science and Technology (AUST) - Beirut, Lebanon

APRIL 2021 - PRESENT

Google Search Ads

Google

APRIL 2020 - PRESENT

Google Video Ads

Google

JANUARY 2020 - PRESENT

Google Display Ads

Google

MAY 2018 - PRESENT

Google Analytics Certification

Google

Core

TikTok Ads, Google Ads, Digital Marketing, Marketing Strategy, Marketing, Marketing Technology (MarTech), Marketing Leadership, Marketing Communications (MarCom), Media Buying, Digital Marketing Strategy, Social Media Marketing (SMM), Google AdWords, Content Strategy, Campaign Management, Video Ads, Ads, Mobile Marketing, Paid Advertising, Google Paid Ads, Facebook Ads, Go-to-market Strategy, Funnel Marketing, Brand Marketing, Brand Strategy, Influencer Marketing, Search Engine Optimization (SEO), Pay-per-Click (PPC), Mobile Advertising, Retail Marketing Campaigns

Platforms & Tools

Meta Platform, Google Analytics 360, Google Analytics, Instagram Ads, Facebook Ads Manager

Other

Programmatic Marketing, Paid Media, Media Planning, Integrated Marketing, Analytics, Multimedia, Competitive Analysis, Digital Strategy, Project Management, Paid Search, Data Analytics, Communication Strategy, Website Optimization, Wix, Web Analytics, Pricing Strategy, Monetization, Gaming Platforms, Gaming, Customer Insights, Brand Identity, Voice of the Customer (VoC)

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