Muhammad Asadullah

Experience

• 

  Wrapkar

  Jul 2014 - Dec 2016

  Marketing Specialist

  • Associated with Pakistan's First On-vehicle Advertisement Platform. • Secured funding from Silicon Valley Angel Investor.• Got featured on Express Tribune, The News, and Pakwheels.• Executed multiple campaigns on different social media platforms for brand awareness & customer acquisition.• Acquired 200+ drivers through offline advertising through our launch campaign of "Autoshop" for Pakwheels.• Collaborated with the largest e-commerce portal in Pakistan, Daraz.pk for its largest campaign of the year on Black Friday.• Developed the product using Lean startup & Agile methodology.• Dealt with clients & agencies for different campaigns and their content development.• Worked part-time as a technical writer for "Techjuice" to cover upcoming startups to enlighten the world about their innovative services and products. • Taking interviews from creative individuals who are making contributions towards changing Pakistan.• Attended product launches of leading brands/startups in technology sector.• Started my own food blog "FoodFeed" covering Karachi Eateries to execute promotional campaigns for different clients including Hoagies, Cafe Liquiteria, Chai Wala, Kaybees & Regent Plaza etc.• Produced the featured videos on Adobe Aftereffects with the social assets gaining 1M+ organic views and average reach of 5+ million with more than 70 restaurants being reviewed. Show less

• 

  Starcom

  Jan 2017 - May 2019

  • Negotiate with media vendors and work with team as a whole to develop strategic recommendations that meet client-marketing goals + objectives.• Develop a considered site list of local/international publishers based on knowledge and relationships.• Develop and maintain media plans, and related documentation including approvals and budgets.• Utilize media research tools and resources to develop strategic client recommendations.• Responsible for overall KPI achievement of media objectives, traffic to websites and engagement on it.• Manage client relationships and ensure smooth flow of all day-to-day tasks.• Seek new trends and opportunities within the industry; develop POVs to share with clients and media team.• Work with creative team on ad development to ensure media and creative strategies work in harmony.• Partake in group brainstorming sessions with the intention of bringing great ideas to life.• Responsible for the ongoing support and mentorship of Management Trainees and TV planners.• Manage smooth flow of financial billing and payment matters with compliance.• Develop skill and awareness in team and in overall organization.Key Clients Exposure: - Mondelez International (Cadbury, Tang, Perk, Trident)- P&G (Ariel, Pampers, Always)- Engro Foods (Omore, Olpers, Tarang)- EFU Life- Snacks & Co.- Servis- PEL- Snacks & Co.- Sabroso- Sindbad- Brighto - JS Bank- Telenor Myanmar- Sapphire- Zong- Canolive- Vital Tea- Dawlance- National Foods- Samsung- PMI- MCBAH- Sunridge Foods Show less • Digital Marketing – Google Adwords, Google Double Click Bid Manager (DBM), Google Analytics & Adsense, SEM, Facebook Management & Advertising, Instagram optimization & Advertising.• Monitoring and optimization of campaigns on Google Adwords, Google Double Click Bid Manager (DBM) and Facebook Business Manager.• Responsible for Planning, Trafficking, Optimization & Analyzing and Reporting Campaigns performance to the client.• Managed Google Analytics Installation, Reporting, E-commerce Tracking, Event Tracking, Conversion Tracking & Optimization.• Managed media across digital platforms, search, display, richmedia, video and social.• Analyzed search volume trends, reach and proposed plans and budgets accordingly to the clients. • Formulate digital strategy for client businesses and ensure that recommendations and decisions are consistent with client’s objectives.• Keep up to date with emerging trends and opportunities, identifying those with benefit and application to client’s business.• Analyzing web metrics to provide campaign effectiveness reports to clients and recommend optimization to improve performance.• Working closely with other departments in identifying new digital media opportunities and creative executions.• Working in coordination with design, development and trafficking department for ensuring compliance of digital platforms policies and timely execution of projects.• Have taken professional training and worked on planning for other communication mediums like TV, Print, OOH, Radio, Cinema and E-commerce to perform efficient cross-platform integrations. Show less

  • Digital Media Planner

    Apr 2017 - May 2019

  • Management Trainee

    Jan 2017 - Mar 2017
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  Mindshare

  May 2019 - Nov 2019

  Senior Digital Media Planner

  • Lead, strategies and set up always-on and campaign-specific performance marketing and branding campaigns across all digital media channels.• Monitor and optimize the effectiveness of branding and performance marketing campaigns, by continually testing and adopting for latest optimization strategy and ad placement format to meet desired KPIs.• Craft digital marketing journeys to achieve the various campaign objectives with the campaign using re-targeting, custom audience, attribution etc.• Evaluate and explore new digital media channels to continually improve the channel mix and overall marketing ROI.• Crafting consumer journey on online touch-points by using best in class technology to track, measure, report and analyze via full-funnel approach. • Develop strategic, innovative and integrated digital communication solutions driven by a good understanding of consumer behavior across different digital touch points to fulfill clients’ business objectives. • Responsible for Digital Transformation, Digital Eco-system development, and ROI of all brands. • Collaborating and coordinating with the global and regional agency and brand teams.• Drive team management and playing a key role in training, motivating and developing the team.• Lead and coordinate with members of the media channel disciplines (paid social, display, video and paid search).Key Clients Exposure: - Habib Bank Limited- Nokia - Unilever Asia (AXE and Closeup)- Shell - Alkaram- Akzo Nobel- Sanofi Aventis- The Citizens Foundation- Pakistan Banao Certificates Show less

• 

  CarFirst

  Nov 2019 - Feb 2020

  Digital Marketing Manager

  • Manage the entire paid media strategy and campaign execution to increase lead generation and optimal ROAS. • Deal with a team of subject matter experts to hit monthly, quarterly and annual revenue and closed won goals. • Own the bottom line on all performance marketing program as a profit-generating channel for the business. • Partner closely with cross-functional regional/local teams such as Business Intelligence, Daya Analytics, Brand Management and Product Growth to drive standard methodologies, identify testing opportunities, and develop roadmaps. • Lead campaign launches, optimization, and reporting inclusive of creative, campaign setup, audience targeting, and budget management. • Nimbly lead and measure performance across an evergreen portfolio of paid channels, but execute ad hoc strategic campaigns with separate goals and budgets as the landscape shifts. • Manage paid search, affiliate/content syndication, and paid social with the goal of driving cost-effective, high quality leads. • Develop and implement testing strategies to improve KPIs including creative/copy testing, audience segmentation, ad placements, and retargeting strategy to maximize full-funnel performance. • Work through automation, tagging, and data integrity issues with cross functional partners in Brand, Operations and Commercial as needed. • Build out tracking and reporting to monitor and optimize performance. • Work with marketing agencies to drive day-to-day tactics and strategy • Work closely with other channel managers based out of international markets to share findings and align potential tests/experiments across channels and regions Show less

• 

  Google

  Feb 2020 - May 2022

  Agency Strategist

  Serving as the key custodian for all agency-led communication within the SAF LCS Team in Google APAC, I am actively involved in growing the unique needs of media/creative agencies alongside working closely with their major stakeholders to spot and analyze customer needs and trends. In collaboration, we create and implement strategic plans broadly for all types of partners/organizations.A regular day in my work life covers: • Deliver against assigned goals consistently, while prioritizing and delivering an excellent customer experience to Google's advertisers.• Implement creative ways to improve our Agency relationships, tailor and share performance-enhancing suggestions and promote other Google products.• Communicate with agencies proactively, via phone and email.• Provide strategic advice to and work closely with agencies in a consultative role.Successful Projects: 1. YouTube Launch (BD), 2020 - Being one of key strategic partners from the Sales team that was tasked with activating the market with YouTube advertising using our agency partners. 2. Reach Planner Launch (BD/LK), 2021: Changing how YouTube was planned within the market, we changed the narrative to get agency planners more well-versed on Reach Planner.3. CreateWithGoogle Introduction (PK), 2020: Realising the giant gap of creative space enablement, we launched our first-ever dedicated Creative Program for creative and digital agency practitioners. 4. YouTube Select Launch (PK), 2020: Managing the project end-to-end, I devised an agency-owned content package initiative to leverage multiple properties on YouTube that would be scalable to other mature markets.5. Google Digital Guru (SAF): Recognized as the flagship training program across the APAC region, I was able to scale this program to 1000+ participants and make it more conducive for newer markets like LK and BD with a 20x ROI in terms of revenue growth.*Service provided by Advantedge & Partners (Pvt) Ltd. on the behalf of Google Show less

• 

  Publicis Media

  May 2022 - now

  A regular day in my current role usually revolves around: - Gives the direction for overall digital strategy integrated to overall strategy with a varied portfolio of all digital channels and tactics to drive results- Assists client teams and strategists while focusing on the overall media strategy and how digital can support to fulfill objectives and business targets e.g. Awareness, Engagement, CPA, or ROI- Assists strategy &planning teams for translating digital strategy into action plans to deliver best in market, data driven and effective integrated digital media campaigns- Leads the digital operations teams and oversees the delivery of the strategies and plans- Adhering to client-specific process while building digital processes to identify areas of potential development- Demonstrates awareness of the competition and opportunities for the business- Works across all digital media channels (Direct, Programmatic, Paid Search, Paid Social and Digital Partnerships)- Key contact for digital related topics for client’s media lead- Ensure that the appropriate technology and data is available to track performance against core KPI’s across all digital media channels- Ensure the digital channel approaches follow best practice set out by Specialist Leads (Search, Social, Programmatic, Direct, Partnerships), are in line with overall strategy and are deliverable and commercially viable. Show less

  • Business Director

    Jul 2024 - now

  • Associate Business Director

    Jul 2023 - Jun 2024

  • Business Lead - Digital Transformation

    May 2022 - Jun 2023