Owais Ashraf

Experience

• 

  IBA Adventure Club

  Jan 2019 - May 2019

  Sales And Marketing Specialist
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  IBA Marketing Club

  Jan 2019 - Sept 2019

  President
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  Institute of Business Administration

  Jan 2019 - May 2019

  Executive Assistant - Marketing
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  Daraz

  Jun 2019 - Oct 2019

  Marketing Intern

  - Initiated Pakistan's first-ever online selling platform Daraz Uraan, exclusively for female sellers. - Collaborated with sales and commercials departments to deliver marketing designs/KVs and meet digital requirements. - Hosted daraz live for game shows and product reviews.- Designed marketing briefs and content calendars to coordinate with agencies- Co-directed Daraz mobile week and Bakra Eid campaigns. - Connected, suggested, and collaborated with influencers to boost 11.11 and Mobile week campaigns.- Organized and hosted events including Daraz Seller Summit and Daraz Mall awards. Show less

• 

  L'Oréal

  Jan 2021 - Jun 2022

  Project Associate

  - Conducted 4 major projects for the launch of L’Oréal’s hair care category: Elvive- Trained L’Oréal sales teams and brand ambassadors on product features to boost customer engagement and sales.- Collaborated with 80 influencers for the product launch and developed advertising and influencer campaign strategies.- Conducted comprehensive training sessions for brand ambassadors for the product launch.- Reached 85% of the TG with more than 12 million collective ad views.- Executed BTL kiosk activities and product trails at universities to enhance customer engagement and product awareness.- Achieved the ROAS (Return on ad spend) of 7.03 on the campaign, against the market avg of 2.8.- Achieved 2x the average 30 days sell out compared to other categories combined. Show less

• 

  Alibaba Group

  Aug 2022 - now

  - Built and launched 5 Alibaba Private Label brands in FMCG (groceries and diapers), Fashion (menswear and womenswear), and lifestyle (everyday essentials) categories.- Led end-to-end product launches, overseeing the launch (sourcing to selling) of 5000+ products across FMCG, Fashion, and Lifestyle categories.- Revamped Daraz Fashion Private label brands through a comprehensive strategy overhaul, introducing new brand guidelines and persona, resulting in 3x growth within 12 months.- Improved average gross margin (PM1) on FMCG products by 30%, through onboarding new suppliers with better costs, MOQs, and contractual terms. - Performed daily stock and sales analysis to ensure all brands are optimized, leveraging data trends to fill assortment gaps and optimize performance.- Aligned visibility across various channels (Flash Sales, search, homepage, PNs, socials) for optimized discoverability.- Achieved an average MoM GMV growth of 35% and improved overall conversion rate by 53% by revamping assortment strategy.- Optimized inventory management, resulting in a 30% reduction in holding costs and 35% better order fulfillment times.- Partnered with 200+ KOLs for effective influencer marketing + Livecom campaigns. Show less

  • Category Lead

    Sept 2023 - now

  • Category Specialist

    Aug 2022 - Sept 2023