Zain Masood

Rebuilt the full analytics and paid media infrastructure for a luxuryjewellery e-commerce brand, implementing GA4, GTM, server-side tracking, CRM automation, and performance reporting on an AED 500K annual digital budget.

Raised tracking data accuracy from 48% to 92% by rebuilding GA4 enhanced e-commerce, GTM data layers, and server side tagging, giving the team reliable, real-time funnel and ROAS visibility. Lifted blended ROAS from 2.6x to 4.2x through structured A/B testing on creatives and landing pages, feed quality improvements, and UTM governance across all paid channels. Reduced CPA per WhatsApp booking lead by AED 92 (-38%) via funnel restructure, retargeting sequence optimization, and improved event-level attribution. Grew repeat-purchase rate by 28% and estimated 90-day LTV by 31% (cohort analysis) after launching HubSpot retention, post-purchase, and win-back lifecycle flows. Cut weekly reporting time by 70% by building automated Looker Studio dashboards tracking ROAS, CVR, audience performance, and revenue attribution across product categories. Led cross-functional alignment between retail, sales, and agency partners on lead-scoring logic and attribution rules, growing qualified WhatsApp lead volume by 38% and improving booking conversion rate by 22%.

Re-engineered GA4, Meta Pixel, and server-side event tracking across six GCC markets for one of the region's largest automotive groups, improving attribution accuracy, lead quality, and paid media performance on an AED 3.2M annual digital budget.

Reduced average CPL across GCC markets from AED 385 to AED 247 (-36%) by aligning CRM signals, form tracking, and GA4 data-driven attribution to sharpen audience targeting on Meta and Google. Improved sales-qualified lead rate from 18% to 35% through enhanced audience segmentation and CRM-to-media data integration across model launch and test drive campaigns. Increased GCC regional engagement by 55% and grew social channel following by 40% using analytics-led creator strategy and audience targeting frameworks. Built unified Looker Studio dashboards tracking CPL, CAC, ROAS, and market-level performance across six countries, enabling faster data-driven decisions for model launches. Briefed and managed two external media agencies; coordinated cross-functional delivery across Product, CRM, PR, Retail, and agency partners throughout the GCC.

Led MarTech and performance marketing by building GA4 and GTM tracking infrastructure across four brands (CeraVe, Vichy, La Roche-Posay, SkinCeuticals) and managing an AED 8M annual digital budget (AED 2M per brand).

Measured 65% organic traffic growth; improved Google Lighthouse performance score from 62 to 88+ by removing redundant tags, tightening GTM governance, and supporting site speed improvements across all four brand properties. Improved blended ROAS from 2.3x to 3.8x and reduced CAC by 24% YoY across CeraVe and Vichy through improved attribution modelling, audience segmentation, and performance reporting. Designed segmented Klaviyo email and SMS lifecycle journeys achieving a 34% average open rate and reactivating 18% of dormant customers within 60 days of deployment. Built Looker Studio dashboards tracking CAC, CTR, ROAS, and funnel drop-off for brand and media teams, reducing reporting cycle from weekly to real-time. Briefed and managed four external media agencies; collaborated across brand, analytics, product, and media teams to maintain measurement consistency across multiple countries and campaign cycles.