Ayesha R

EDUCATION

Master's in Technology Management & Entrepreneurship, Lahore University of Management Sciences (LUMS), Pakistan (Jun 2023)

BBA, National University of Sciences & Technology (NUST), Pakistan (Jul 2018)

WORK EXPERIENCE

Performance Marketing Specialist @ SmartCrowd, UAE, Remote (Jun 2023 – Present)

• Devise and manage cross-platform digital marketing strategies across Google, Meta, TikTok, LinkedIn, and Reddit to drive customer acquisition and growth through retargeting campaigns
• Increase app installs in a key market by over 2x, contributing to significant user growth in KSA
• Utilize analytics tools (Mixpanel, SEMrush, Google Analytics) to extract actionable customer insights and maximize campaign ROI
• Conduct A/B testing to refine ad creatives and audience targeting strategies

Marketing Executive @ Careem, KSA, Remote (Dec 2020 – Jul 2021)

• Executed demand generation strategies, improving customer retention by 10% and enhancing acquisition through targeted campaigns
• Collaborated cross-functionally to increase onboarding of female users by 50% under the Wusool program
• Led production of a branded video series with partners such as Fairmont to boost brand engagement
• Prepared market forecast reports using key business indicators to support strategic planning

Senior Marketing Executive @ Nayatel, Islamabad, Pakistan (Jun 2020 – Nov 2020)

• Led UI/UX improvement projects for customer sign-up flows to enhance user experience
• Launched Nayatel JoyApp, acquiring 100+ new users within a month via digital campaigns
• Coordinated with internal teams to introduce Managed Services and broaden the service portfolio

Marketing Executive @ Nayatel, Islamabad, Pakistan (Oct 2019 – Jul 2020)

• Launched AudioCon services for international users during COVID-19, resulting in a 200% surge in platform activity
• Led the 'Unlimited Downloads' campaign, collaborating with design and web teams to elevate user engagement
• Boosted value-added services revenue by 20% through focused marketing strategies

Assistant Marketing Executive @ Nayatel, Islamabad, Pakistan (Oct 2019 – Jul 2020)

• Managed a social media calendar and executed paid campaigns, improving engagement by 10%
• Developed creative content and visuals for in-house upselling initiatives
• Maintained a customer response rate above 90% by handling inbound queries on social channels

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