FAIZ AHMED KAZI
483F, 19 Street, Off Khyaban-e-Shajjar, Phase 8, DHA, Karachi, Sindh, Pakistan-- -
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ABOUT ME
11 Years of digital media & growth experience spanning over 50 brands having directly managed over
US$15Mn in digital media investments and growing. Currently driving future-looking digital strategy
for the agency, strategic advisor on digital to internal C-Suite & external D-Level management
combined with a focus on financially viable capability building. Successful track record in helping close
over US$32Mn of digital media investments across Fintech, Telco & CPG sectors for the agency.
EXPERIENCE
ASSOCIATE BUSINESS DIRECTOR – Programmatic & Data
07 / 2020 - Present
Starcom Pakistan
- Support deployment of DV360 initiatives across agency, ensure technical challenges are
circumvented, implement process improvements and best practices according to global
TAAG principles
- Driving DMP (Data Management Platform) strategy for the agency
- Initiated sellable data packages & onboarding of data partners
- Create alternate revenue streams
- Agency POC & Executive Sponsor for Google & Facebook JBP’s with Nestle Pakistan
- Digital Account Lead Telenor, Nestle Pakistan & Innovations Lead for Easypaisa
Highlights:
- Led the creation of the TAAG team from scratch, on-boarded 19 accounts on programmatic,
20+ data partners, Multiple 1st in Pakistan 2nd party data pilots executed & the creation of
Pakistan’s largest & only 2nd part data marketplace
- Drove over 363% KPI improvement on Telenor GSM
- Generated over half a million dollars in additional agency revenue through alternate revenue
streams
- Expanded acquisition channels on Easypaisa through test and learns resulting in always on
investment on 3 new platforms effectively reducing the CAC
- Led Nestle to be first in APAC region to execute dynamic pricing shoppable landing pages
SENIOR ASSOCIATE – Strategy & Planning
07 / 2018 – 06 / 2020
Starcom Pakistan
- Overlooking digital strategy & planning for Telenor Pakistan, Telenor Microfinance Bank
(Easypaisa), FrieslandCampina Engro, Samsung (Pakistan & Afghanistan), Lotte Confectionery,
EFU & Dawlance
- Driving DMP (Data Management Platform) strategy towards building the largest data
marketplace of Pakistan
- Devising holistic Ecommerce strategies for my portfolio clients
- Driving vision for Search & Performance 2020 for Samsung, Telenor Pakistan & Easypaisa
- Identifying & solving media sufficiency challenges due to changing budget and media landscape
- Drive regional reporting initiatives locally & coordinating with regional headquarters of both
client and agency to ensure global best practices, learnings and local insights are cascaded
across relevant stakeholders
- Implementing video neutral planning (TV + YouTube) to generate media efficiencies &
maximize ROI
- Leading the digital planning team to ensure digital KPI fulfillment
Communicate thought leadership on digital media to marketing leadership of accounts in my
portfolio
- Manage device lift & brand lift study initiatives to maximize insights & attribution
- Increase Paid Search spends of existing client base, by proving the value of the channel
- Driving conversation on Ecommerce & helping brands get the most out of alternate sales
channels through partnerships and collaboration advertising
- TAAG (Technical and Activation Group) Lead for advanced digital solutions
Highlights:
- Helped one of the world’s top mobile device manufacturer to move their annual media spends
to digital first
- Executed the first Collaborative Google Shopping Campaign with Daraz in Pakistan
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MANAGER MEDIA SERVICES
09 / 2017 – 07 / 2018
Creative Chaos
- Overseeing and managing media strategy for digital and integrated marketing campaigns for a
wide range of clients
- Overhauled digital media operations incorporating new systems and processes as per industry
best practices
- Planning and continuously delivering target driven lead generation initiatives for clients in the
financial sector
- Collaborating with international B2B clients to incorporate marketing automation solutions
Highlights:
- Led successful B2B lead generation for a new vertical within the agency to drive alternate
revenue generation
SENIOR DIGITAL MARKETING MANAGER
01 / 2016 – 08 / 2017
GlowfishLabs
- Executed performance marketing for ServiceMarket.com
- Oversaw digital media planning, buying, trafficking & reporting for Paramount Pictures and
Universal Pictures Middle East / Four Star Films, Wareef, Canam, TheBeautyFloor.com,
NBPharma & Itsoura.com
- Led Paid Media and SEO consultant role on CarSwitch, leading the performance marketing
initiatives reporting to CarSwitch's co-founder
Highlights:
- Delivered increase in leads from AdWords by 26% since taking over CarSwitch. In tandem
with SEO initiatives and other channels helped the business achieve an overall 192% growth in
leads within 2 quarters.
ASSOCIATE – DIGITAL
Starcom Pakistan
07 / 2014 – 12 / 2015
- Digital Advertising Account Manager for Telenor Pakistan
- Handling the complete digital media buying, evaluation, value additions & negotiation process
for Telenor
- Overlooking complete digital media strategy formulation, provision of insights, proactive
assessment of technological requirements, solutions for all relevant client needs & oversight
of over 30 campaigns quarterly
- Providing Telenor with the foremost in online advertising innovations & industry first’s in
technical domain to consistently break out from the clutter
- Developing placement rationales with in-depth reach analysis, historic campaign performance
& lead quality
Creating & maintaining client dedicated database to predict CTR performance for all direct
buys
- Ensuring all set quarterly & annual KPI’s, campaign goals, delivery SLA’s are met & exceeded
as agreed in contract
- Monitoring DFA, AdWords, Twitter Ads, Facebook Business Manager, InMobi & Google
Analytics
- Supervised trafficker towards best practices, ensuring proactive corrective measures for
campaign efficacy & providing guidance on optimization & automation routines
- Consistently improving reporting process, responsible for development of performance
rationales & post campaign insights
- Participating in review & pitches for representing the digital side of the business
- Proposing always on solutions and long term planning for competitive advantage on digital
- Overseeing quality assurance for creative, search copy & IAB compliance
- Resolving discrepancies in third party reporting as per IAB T&C’s
Highlights:
- Implemented for the first time in Pakistan a frequency capping model in conjunction with geo
targeting lock for fixed buys
- Helped client become first telecom operator in the country to run the most conversion-based
campaigns online
- Developed proprietary competition tracking & reporting model for client to gather business
intelligence
- Led Pakistan’s first Black Friday digital media campaign from Easypaisa’s end and won PAS Best
in Digital Award 2016
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ASSISTANT MANAGER – DIGITAL
Starcom Pakistan
09 / 2012 – 06 / 2014
- Trafficker for P&G, Samsung, Haier, Emirates & Telenor
- Managed digital campaigns on AdWords, DFA, Sizmek & Facebook
- Leading the strategic planning process for digital placements
- Providing creative & technical feedback on banner development process, verification & pitching
rich media opportunities to clients
- Developing competitive landscape reporting & provision of business intelligence reports to
clients
- Copywriting for all search campaigns
- SEO consulting for all web development projects undertaken by the agency
- Analyzing & recommending clients changes to improve landing page performance based on
Google Analytics data
- Led digital research on audience insights, demographics & targeting possibilities
- Training interns & management trainees on AdWords
- Communicating with clients to inform optimization strategies & latest keyword trends
Highlights:
- Planned & executed Pakistan’s first online fundraising political advertising campaign with a
tracked ROI of over 300%
- Launched Pakistan’s first AdWords Engagement Ads campaign with the innovative Hover to
Play & Lightbox ad units
SENIOR EXECUTIVE BRAND MANAGEMENT
Axact
03 / 2011 – 07 / 2012
- Managing complete digital marketing planning & implementation for 2 brand groups (104
domains)
- Leading complete Social Media Optimization strategy on multiple channels
- Ownership of Online Reputation management for all assigned brands
- Formulating & managing affiliate, partner & customer referral programs for multiple brands
Highlights: Helped achieve over 93% annual sales growth, for orders received by research
business unit during my tenure.
MARKETING OFFICER
Park Towers Shopping Mall
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Developed BTL strategies
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Designed all marketing campaigns
05 / 2010 - 01 / 2011
Highlights:
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Increased mall incentive activity participation by over 22%
Also for the first time in Pakistan, introduced table top branding in the food court
Gathered voluntary database of 15,000 mall visitors in less than 50 days
MARKETING EXECUTIVE
Play TV
03 / 2009 - 04 / 2010
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Managed client servicing
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Created customized branded entertainment solutions
Highlights: Supervised a client spend portfolio of US$0.8 million & solely handled all commercial
coordination for Play TV.
MARKETING INTERN
Play TV
10 / 2008 - 12 / 2008
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Analyzed audience media usage insights
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Monitored national cable distribution & channel penetration
Highlights: Advised management on underdeveloped programming opportunities & recommended
the most impactful cable head ends worth pursuing.
MARKETING INTERN
Pakistan State Oil
12 / 2007 - 01 / 2008
- Conducted distribution research, TVC development & market research for Lubes
EDUCATION
SZABIST
2009 - 2011
Masters of Business Administration – Marketing
SZABIST
2004 – 2009
Bachelors of Business Administration (Hons.) - Marketing
