Adibah Diauddin

Marketer in-charge of the School of Business & Management (SBM) portfolio for undergraduates. In my role, I oversee the lifecycle management of new leads to evangelists and raising awareness on the partnering institutions under the SBM portfolio.

Main responsibilities:

Marketing & Lead Generation

• Drive customer acquisition and brand awareness through established channels (PPC, SEO, Programmatic Advertising, Affiliates and Social)
• Assisting sales team with KPI targets by looking at nurturing activities to ensure qualified leads are converted.
• Sourced student/lecturers' profiles to publish human-interest stories.
• Developed marketing plans based upon extensive research and prospects targeted.
• Managed branding campaigns and event marketing initiatives in print(OOH), video, web and social media.

Reporting, Budget Management and Data Analysing

• Responsible for overall marketing budget for portfolio - plan and strategise forecasted spending for the year.
• Completed and submitted monthly and yearly reports to support executive decision-making.
• Formulate strategies using analysed data and conduct continuous and consistent testing, learning, and optimisation to maximise customers’ lifetime value.

Misc.

• Planned, organised and contributed to company's yearly main events (Open House, Graduation Ceremonies, etc.) marketing, sales and brand promotion.
• Source and acquire partners/vendors for events and projects.

Achievements:

• Assisted in nurturing qualified leads for the sales team and together achieved above 110% KPI target for all partnering universities courses enrollment number in Q1 2023.
• Improved the number of qualified leads by 65% since October 2022.

In this contractual role, I am responsible for spearheading go-to-market expansion plan and overseeing the growth of the segment both in Revenue and Engagement. In my day-to-day role, I work in collaboration with the Revenue, Retention and Acquisition teams (SME teams) & Device Product Panning team to take propositions to market in achieving their Segment Goals.

My day-to-day includes:

• Working with communications and promo team to drive both ATL and BTL tactical promotions from start to finish: briefing, conceptualization and execution. This include managing various channel platforms such as edm, app-push notification, sms and paid media.
• Identifying opportunities to improve business process flows and overall departmental productivity such as introducing tracking of campaign with utm tracking tags.
• Creating weekly reports and developing actionable insights to continually improve campaign efforts.
• Analyze consumer usage patterns to identify trends and target key demographics to ensure relevancy and hyper-personalization.
• Implement user acceptance testing with focus on documenting defects, identifying bottlenecks and executing test cases on Jira before pushing product promo to live.

• Overseeing and managing BAU campaigns across Omni, Retail-Business and Digital Business for CRM Control Tower Portfolio consisting of over 20 stakeholders.
• Coordinated weekly report meetings to discuss developmental strategy, best practices, and process improvements for each stakeholder's portfolio.
• Built deep relationships with internal and external stakeholders (products team, suppliers, campaign team) by employing industry expertise and knowledge of CRM.
• Played an instrumental role in the migration of CRM platform from IBM Watson's to Salesforce Cloud which involved UAT testing and transferring of CRM assets.
• Reduced human errors in CRM execution processes through the introduction of dynamic amp script and CRM SOP checklist.

Achievements:

• Increased sales revenue by 150% in 2020 by incorporating A/B dynamic test to strengthen customers' shopping intent by introducing repurchase and recommendation options in every EDM.
• Assisted in achieving over 12k of Digital Club members (loyalty program) through various CRM strategy output.

Oversaw and executed digital marketing efforts for website content management, paid media and email marketing.

Some of the responsibilities are as follows:

• Onboarded new customers efficiently by developing database listings, uploading information and defining related lists on Mailchimp.
• Identified target audiences and devised campaigns to match target demographics and optimize results through digital communication channels (Mailchimp, Facebook, Google Ads).
• Promoted successful outcome of web development strategy by aligning consistent brand messaging and visual designs across all digital outlets.
• Maintained complete database of files, contacts and project materials.

Worked with clients mainly from tech and lifestyle startup companies and assisted them in achieving their goals through digital marketing initiatives.

Managed C-suites and companies' profile/page on LinkedIn to amplify personal branding:

• Planned and executed marketing campaigns to target groups, areas and wider community. This includes inmail management and event campaign support.
• Developed and executed marketing programs and general business solutions resulting in increased company exposure, customer traffic and elevated sales numbers.
• Identified target audiences and devised campaigns to match target demographics and optimize results.