Wasim Ullah
Verified Expert in Marketing
Marketing Expert
Dubai, United Arab Emirates
Toptal member since November 7, 2022
Wasim is a versatile growth and performance marketing specialist with 10+ years of experience creating a digital presence to generate millions in revenue for industries such as fintech, edtech, and consultancy. He is a data-driven marketer skilled in online advertising, search engine optimization, and analytics tools using sales funnels, data analysis, and automation. Wasim has worked for Fortune 500 companies to solve complex challenges and scaled startups to achieve their business goals.
Project Highlights
Expertise
Work Experience
Marketing Expert
Toptal Clients
- Worked with senior management to implement a Google Analytics 4 project.
- Defined and executed the brand positioning strategy for a SaaS product using detailed personas to inform enterprise sales and asset management and ensure alignment with the target audience's preferences and needs.
- Assisted in website optimization projects using Mixpanel insights to inform marketing campaigns and performed email marketing automation for drip marketing, including email autoresponders, via tools like Mailchimp, GetResponse, and Klaviyo.
- Created content using Canva, Figma, Adobe Photoshop, Adobe After Effects, and AI content creation tools.
Digital Marketing Analytics Specialist
InPerSuit, Inc.
- Ran paid Google Ads campaigns to onboard customers and lawyers.
- Improved conversion optimization to boost revenue.
- Planned paid advertising and organic search strategies.
Marketing Google Tagging Expert
Regal Beloit America, Inc. - Main
- Resolved data discrepancies between Google Analytics, Google Ads, and CRM.
- Fixed data tracking issues in Google Ads for multiple accounts.
- Enhanced measurement accuracy for better business insights.
Digital Marketing Analytics Specialist
InPerSuit, Inc.
- Set up the analytics tracking and paid ad accounts integrations with those.
- Oversaw the marketing automation using tools such as SendGrid, refined the onboarding email sequence, and managed audience segments to enhance user engagement and retention.
- Led the clients' paid campaigns and budgeting strategies.
Marketing Analytics Consultant
Abu Dhabi Ports Group
- Worked on the client's entire digital analytics infrastructure.
- Implemented digital tracking for the client through Sitecore and Liana CMS.
- Consulted the client on their ongoing marketing campaigns through the lens of data analytics and leveraged marketing automation tools like Hootsuite.
Marketing Expert
University of California, Davis
- Contributed to the client's multi-channel marketing strategy, digital communication, and presence across platforms, including digital newsletters, website, social media, search engines, and voice search optimization.
- Consulted the client to improve their marketing efficiency with the help of analytics, resulting in an improvement of 30x.
- Handled online reputation management to improve the client's brand visibility across their online media.
Performance Marketing Lead
AXA Gulf
- Prepared quarterly forecasts for performance marketing in four markets to achieve business goals set by senior management.
- Analyzed and presented marketing results in the first and second quarters to compare them with WoW, MoM, and YoY performance.
- Helped management analyze business efficiency across multiple digital marketing channels and make data-driven decisions.
- Conducted audits and identified technical shortcomings in executing paid advertising campaigns, marketing systems, and AI marketing.
- Set up dashboards to track ongoing results, including App Store Optimization (ASO) metrics and Adobe DTM, and trained relevant stakeholders to maximize them.
Google Analytics 4 Specialist
Hearst
- Resolved the client's challenges in marketing worth millions of dollars in ad spend within two months for Harper's Bazaar, optimizing ad networks to achieve exceptional results.
- Helped the client understand their customers' analytics across their marketing platforms to improve their ROI by 3x.
- Consulted with the client on their analytics discrepancy issues and cross-platform tracking using Looker Studio.
Digital Marketing Director
BuyAnyInsurance
- Achieved twice the investment return with 1/3 of the resources in a shorter period than the previous one.
- Acted in the capacity of a CMO in a startup marketing environment, reducing cost per acquisition by 60% while maintaining a 40% conversion rate through optimized marketing funnels, including drip marketing campaigns.
- Ranked the website in the top three results for its primary keywords in eight months and generated millions in traffic.
- Trained resources with little or zero marketing background to write the best marketing copy and digital advertisement design that improved the click-through rate (CTR) from organic and paid platforms.
- Created marketing systems and automation, including social media marketing (SMM) strategies, to reduce the human input for customer support through the integration of chatbots and the development of a comprehensive knowledge base.
- Built landing pages that generated 95% of the total business inquiries. Implemented desk research and conjoint analysis as a marketing research technique.
- Ran hundreds of A/B testing experiments to make informed decisions that increased the performance of the campaigns ten times.
- Used Adobe Photoshop and Adobe After Effects for multimedia content creation and Mailchimp for drip marketing and customer engagement.
- Created a content calendar for regular posting across social media and blogs. Utilized Wistia as a video hosting platform for this engagement.
Senior Digital Branding Specialist
Vudu Advertising
- Recrafted the digital presence of eight multinational firms, including Fujifilm, IFFCO, and Asia Prime, in the Gulf region in six months.
- Built marketing systems that served the business goals of clients and internal business efficiency. Utilized both B2B and B2C marketing strategies.
- Performed demand planning and campaign planning and redesigned advertising campaigns, including print advertising, for several national and multinational clients that used the through-the-line (TTL) marketing approach.
- Trained and convinced B2B clients with the minimum understanding of new media marketing to integrate it into their marketing plans.
- Used Adobe Photoshop and Adobe After Effects for multimedia content creation.
Digital Media Lead
CFE Group of Colleges
- Contributed to the brand lift campaigns using the TTL marketing approach and generated four times higher customer engagement.
- Performed off-page SEO and curated the social media content that tripled the number of leads about upcoming enrollment sessions and courses.
- Adopted MOOC technology for the first time into the institute and reduced resource expense by two-thirds to generate the same income.
- Launched organic viral marketing campaigns for a subsidiary business owned by the institute that doubled the number of Facebook page followers in two weeks.
Marketing Associate
Imanagers
- Participated in marketing planning for 20+ clients and launched their organic social media campaigns.
- Created advertisement content that generated two times better online user engagement.
- Conducted guest posting and market research, including focus groups and quantitative research, to uncover opportunities on digital channels tailored to client needs, leading to customer acquisition and generating millions in revenue.
Project History
Lead Generation Campaign for Insurtech
http://www.buyanyinsurance.comCreated paid social media and search campaigns that generated more than a hundred thousand B2C leads for an average cost per lead of $4 in one year.
Marketing Automation Using Chatbots
Reduced the human resources input by 1/4 by automating customer support on Meta and the website using ManyChat and Intercom chatbot solutions.
Organic Social Growth of Restaurant
Created content that boosted the presence of the Facebook page in front of the target audience twofold, generating more than a hundred thousand in revenue.
Education
Bachelor's Degree in Business Administration
University of the Punjab - Lahore, Pakistan
Certifications
Google Analytics Certification
CXL Certified Optimizer
CXL
Growth Marketing Specialist
CXL
Data Analysis Track
Udacity
Growth Master
Growth University
Digital Marketing Circuit
General Assembly
Digital Analytics for Marketing Professionals
Coursera
Skills
Core
SEO, Paid Advertising, Marketing Analytics, Marketing, Digital Marketing Strategy, Content Marketing, Email Marketing, Content Marketing Strategy, Social Media Marketing (SMM), Lead Generation, Go-to-market Strategy, Marketing Strategy, Digital Marketing, Landing Pages, Google Tag Manager, Social Media Strategy, Social Media Management, Content Creation, Social Media Posting, Social Media Content, Google Ads, SEO Backlinking, On-page SEO, Off-page SEO, SEO Keyword Research, Facebook Ads, Pay-per-Click (PPC), Instagram Management, Social Media Analytics, Social Media Campaigns, Social Media Advertising, Search Engine Marketing (SEM), Funnel Marketing, Marketing Leadership, Keyword Research, SEO Tools, SEO Content, Omnichannel Marketing, Email Campaigns, Email Marketing Automation, Digital Marketing Best Practices, B2C Marketing, Marketing Technology (MarTech), Marketing Operations, Google Paid Ads, Drip Marketing, Marketing Campaigns, Facebook Marketing, Google SEO, Audience Targeting, Marketing Automation, Performance Marketing, Conversion Rate Optimization (CRO), Funnel Optimization, Growth Hacking, A/B Testing, Organic Social Media, Social Media, Marketing Research & Analysis, Copywriting, Content, Branding, Content Strategy, TikTok Ads, LinkedIn Ads, Market Research & Analysis, Chief Marketing Officer (CMO), Product Marketing, App Store Optimization (ASO), Product Positioning, Influencer Marketing, SEO Audits, Inbound Marketing, YouTube Ads, Brand Marketing, Customer Engagement, Print Advertising, Desk Research, Enterprise Sales, AI Marketing
Platforms & Tools
Google Analytics, Google Analytics 4, Instagram Ads, Google Ad Manager, Mixpanel, Mailchimp, GetResponse, Marketing Platforms, Facebook Ads Manager, Amazon SEO, TikTok, Klaviyo, HubSpot, Zoho, CRM Systems, Bing Ads
Business Models
Business to Consumer (B2C), B2B, B2C, SaaS Product Marketing, Software as a Service (SaaS), Business to Business (B2B)
Other
Growth Marketing, Marketing Plans, Digital Strategy, Startups, B2B Lead Generation, Website Optimization, Consulting, Facebook Pixel, Landing Page Optimization, Growth Strategy, Advertising, Roadmaps, Customer Acquisition, Paid Search, Customer Journeys, Personas, Launch Strategy, Implementation, Lead Marketing, Market Research, Email Delivery, Drip Email, Email, Channel Management, Growth Strategy Consultants, Integration, Data Collection, Marketing Attribution, Startup Marketing, Paid Media, Outreach, Sales Funnel, Data Analytics, Search Engines, Web Analytics, Tracking, Acquisitions, Ad Optimization, Video Editing, Edtech Design, eCommerce, Food & Beverage, Shopify, Healthcare, Snapchat, Cryptocurrency, Subscriptions, Fintech, Project Management, Product Branding, Strategic Planning, Agency, Podcasting, Google Shopping, Inventory Management, Business Development, Partnerships, Content Writing, Artificial Intelligence (AI), Scaling, Market Fit, Product Launch, Direct Response, YouTube, Sales Effectiveness, SendGrid, Go-to-market Plans, B2B Marketing, Outbound Marketing, Sales & CRM Platforms, Marketing Materials, Mobile Sales, WordPress Design, Statistics, Information Technology, Product Growth, Data Analysis, Ad Networks, Adobe DTM, Email Autoresponders, Marketing Channel Strategy, Campaign Planning, Focus Groups, Guest Posting, Asset Management, Quantitative Research, Online Reputation Management, Analytics, Intercom, Digital Communication, Voice Search Optimization, Hootsuite, Conjoint Analysis, AI Content Creation, Viral Marketing, Multichannel Marketing, Multimedia, Digital Newsletters, Demand Planning, Amazon Seller Central, Sitecore, Dashboards
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