Head of Online Marketing
2016 - 2018 (over 1 year)
The leading DTC retail marketplace in five countries of S. Asia with over 30K sellers and 5M customers. Responsible for eCommerce revenue across five business units, with...more a multi-million dollar performance marketing budget * Drove 3.5x YoY growth in top-line while reducing CPA by 54% through automation and personalization across paid channels * Improved customer return rates by 200 bps with the introduction of a loyalty program and lifecycle journey based marketing *
Assistant Brand Manager
2015 - 2016 (6 months)
The #1 live TV streaming service in the US; subsidiary of DISH Network, a Fortune 200 company with $15B in annual revenue * Owned P&L management, brand strategy and marketing...more budget for a $250M portfolio in annual revenue * Achieved 150 bps lift in market penetration of target segment, adding $2M in value to the business * Structured a new pricing plan based on analysis of purchase and churn patterns baseline CLV's projected to increase by $1.2M
A Fortune 50 media & technology company with $84B in sales through two primary businesses: Comcast Cable, NBCUniversal* Managed components of multi-variate tests on acquisition...more campaigns, up to 25% lift estimated in sales conversion * Collaborated with regional offices for a winback campaign utilized a targeted offer and messaging approach to deliver 43% lift in response rates and $11M in incremental NPV
Acquisition Marketing MBA Intern
2014 - 2015 (11 months)
* Onboarded a summer intern to lead multiple projects, invited to extend the internship based on high performance * Initiated a marketing analytics program for Inbound Sales,...more drove data analytics and communicated recommendations to senior leadership benefits from lift in acquisition performance estimated at $2.8M * Led the first offline-online retargeting campaign by leveraging mobile data for Display and Social, lift in orders projected at 20%
The largest container shipping company in the world, flagship brand of the A.P. Moller-Maersk Group (Global Fortune 300)* Led top-line growth strategy and market share development...more for a $58M portfolio in annual revenue * Developed target regions with a volume growth of 21%, delivered revenue worth $1.6M above budget through a pricing strategy backed by segmentation and competitive positioning
Abbas has experience in the Marketing/Commercial functions in diverse organizations ranging from a Fortune 50 in North America to one of the hottest eCommerce start-ups in South Asia. He enjoys conversations that bridge decisions with data, marketing strategies with a customer view, and business planning with informed assumptions.
At heart, Abbas geeks-out on all topics including, but not limited to, growth strategies, customer experiences, connecting online-offline purchase behavior, media consumption habits and net neutrality.