Wasim Ullah, Marketing Expert in Dubai, United Arab Emirates
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Wasim Ullah

Verified Expert  in Marketing

Marketing Expert

Location
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.

B2C MarketingSocial Media Marketing (SMM)Social Media ManagementSocial Media ContentOn-page SEOSearch Engine Marketing (SEM)Keyword ResearchOmnichannel MarketingEmail CampaignsEmail Marketing AutomationSearch Engine Optimization (SEO)Marketing AnalyticsEmail MarketingContent Marketing StrategyLead GenerationSendGridDesk ResearchCustomer EngagementB2B Marketing StrategyCampaign PlanningCustomer AcquisitionGuest PostingFractional CMOGrowthKlaviyo

Project Highlights

Lead Generation Campaign for Insurtech
Created 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.

Expertise

Conversion Rate Optimization (CRO)Digital Marketing StrategyGoogle AnalyticsGrowth MarketingMarketing AnalyticsMarketing PlansPaid AdvertisingSearch Engine Optimization (SEO)

Work Experience

Digital Marketing Analytics Specialist

2024 - PRESENT
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 strategy.

Marketing Analytics Consultant

2023 - PRESENT
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

2023 - PRESENT
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.

Performance Marketing Lead

2022 - PRESENT
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.

Marketing Expert

2023 - 2024
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.

Google Analytics 4 Specialist

2023 - 2023
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

2019 - 2021
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

2018 - 2019
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

2015 - 2017
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

2014 - 2014
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.

Lead Generation Campaign for Insurtech

http://www.buyanyinsurance.com

Created 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.

BuyAnyInsurance is an emerging insurtech platform based in Dubai, United Arab Emirates. Recently, it was acquired by a global insurance brokerage firm due to its good position in the market. Its business services are car, health, and travel insurance for its customers, with a primary focus on car insurance. The company has taken an agile approach to its growth since its founding in 2018. It achieved an ROI of 13 points on average in the second year of our marketing campaigns.

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.

Chatbots can automate the most frequently asked questions and trigger an action in response to the users' activity. I curated the content and implemented the solution to engage users while they were on the website on a specific landing page or action. We qualified more leads without human input, which was the case before.

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.

Buddy's fast food restaurant is based in Lahore, Pakistan, and has a potential reach of more than one million buyers. It had very little engagement on its Facebook page and needed a revamp. I regularly curated the content to create organic user engagement. Within one year, I accomplished a milestone in capturing the attention of 50+ thousand potential buyers on Facebook.
2009 - 2013

Bachelor's Degree in Business Administration

University of the Punjab - Lahore, Pakistan

AUGUST 2022 - AUGUST 2023

Google Analytics Certification

Google

FEBRUARY 2022 - PRESENT

CXL Certified Optimizer

CXL

FEBRUARY 2022 - PRESENT

Growth Marketing Specialist

CXL

DECEMBER 2019 - PRESENT

Data Analysis Track

Udacity

NOVEMBER 2018 - PRESENT

Growth Master

Growth University

NOVEMBER 2018 - PRESENT

Digital Marketing Circuit

General Assembly

APRIL 2016 - PRESENT

Digital Analytics for Marketing Professionals

Coursera

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