About Abdu
Digital Commerce & Marketing leader with 17+ years of experience driving online sales growth for global consumer brands across Beauty, Health & Wellness, Electronics, FMGC, Retail, Sports and Fashion. Proven track record developing and executing data-driven eCommerce and digital marketing strategies across Search, Social, CRM, Affiliates, Retail Media and Influencers. Proven track record of driving sales growth through DTC, e-Retail, Amazon and TikTok Shop.
Extensive experience partnering with global technology platforms, agencies and cross-functional stakeholders to deliver measurable growth in conversion, revenue, customer acquisition and lifetime value. Strong experience in digital analytics, customer insights, marketing technology and performance optimisation across international markets.
Arabic
Native or bilingual
English
Native or bilingual
Can work on-site
Manchester (up to 50km), Leeds (up to 10km)
Experience
- Sculpted by AimeeDigital Director (Contract)April 2025 - Today (1 year and 3 months)Magpie & London, St Ives, England, United KingdomLeading digital commerce and performance marketing strategy across DTC, Amazon, TikTok Shop and e-Retail channels. Responsible for accelerating online sales growth through customer awareness, acquisition, conversion optimisation, lifecycle marketing, digital analytics, marketing technology and omnichannel commerce initiatives.• • Digital Marketing Leadership: Lead performance marketing, CRM, affiliates, influencers, social, TikTok Shop and Amazon advertising teams, delivering integrated campaigns focused on revenue growth, customer acquisition and conversion optimisation.• • Platform Migration: Led full-scale migration on Shopify Markets, consolidating international stores into a single site, in just four weeks, boosting conversion rate and AOV by nearly 2x in two months by leveraging Shopify Markets.• • Digital Ecosystem: Architecting a connected eCommerce ecosystem across DTC, Flagship Stores, Amazon, TikTok Shop, and premium retail, powered by AI, CRM automation, and personalization tools.• • TikTok Shop Creator Network: Rolled out TTS across UK & Ireland, from £0 to £1 m in 9 months, through creating a localised affiliate network, with the high performers being invited to a closed WhatsApp group to drive repeat content creation and ongoing UGC partnerships.• • Customer Lifecycle & Personalisation: Expanded CRM automation and personalised customer journeys using AI-driven segmentation and marketing technology, improving customer engagement and commercial performance.• • Amazon: Scaled Amazon UK contribution from 12% to 17% of digital revenue in 4 months through ad effectiveness & DSP.• • Tech Stack & Automation: Deploying AI-driven tools to automate merchandising, email flows, CS, and product recommendations.• • Market Expansion: Rolling out eCommerce expansion plans across USA, Australia, Europe and the Middle East.• • Full P&L Responsibility: Oversee and accountable for the overall P&L and profitability of all digital channels.
- THG PLC - The Hut GroupGroup Director of Alliances & PartnershipsJuly 2023 - April 2025 (1 year and 9 months)Manchester, UKand Achievements:• • Strategic Digital Marketing Partnerships: Managed executive relationships with Google, Meta, TikTok, Microsoft, Dentsu and Havas, driving joint marketing initiatives, innovation programmes and commercial growth opportunities.• • Cross-Functional Leadership: Partnered with product, marketing, analytics and commercial tams globally to align platform capabilities with business objectives and digital growth strategies.• • Marketing Data Measurement: Leveraged Snowflake and SQL datasets to evaluate digital marketing effectiveness, retail media performance and partner investment returns, providing actionable recommendations to the board.• • Tech Innovation: Generate innovation funding from Google Cloud, AWS and Microsoft Azure, to co-build products to take to market.• • P&L Ownership: Oversee a £50 million annual partnership spending budget, generating over £250 million in revenue.• • Social Commerce: Launched the TikTok Shop Managed Service offering, and expanded our Influencer Marketing network with TTS.• • Revenue Enhancement: Up-sell partner products to external clients, generating an additional £4m in annual recurring revenue.• • Data Ecosystem: Create a robust data and retail media ecosystem with Criteo, Epsilon, LiveRamp, and Snowflake.• • Revenue Generation: Managed a high-performing team of Partner Account Directors, Partner Sales Managers, Product Managers, and Commercial Marketers that built and delivered a new business pipeline worth £150m.
- The Hut Group – IngenuityeCommerce General ManagerApril 2020 - July 2023 (3 years and 3 months)Manchester, UKAchievements:- Developed and executed eCommerce growth strategies for global brands including P&G, Nestle, Bayer, Levi's and Johnson & Johnson, driving customer acquisition and online revenue growth across multiple markets.- Built and scaled full-funnel marketing capabilities across Organic and Paid Search, CRM, Affiliates, Retail Media, Influencer Marketing and Organic and Paid Social.- Developed CRM strategies that generated approximately 45% of total revenue through segmentation, automation and customer lifecycle optimisation.- Launched an Influencer Marketing network (THG Society) and upsold it to clients, offering a measurable Influencer Marketing strategy, generating 14% of client revenue on average across Beauty, Nutrition, F&B, Fashion and FMCG.- Implemented personalisation, experimentation and conversion optimisation programmes using AB Tasty, Contentsquare, and Coveo to improve digital customer experience and online sales performance.- Worked with international brand teams, agency partners and technology providers to deliver scalable digital marketing best practices and commercial growth strategies.- Maintained executive relationships with Global SVPs of Ecommerce, CEO's, CMO's and CDO's and established a clear strategic alignment on short-, medium- and long-term objectives.- Built a high performing team of over 250 professionals across Data, Trading, Marketing and Client Management.- Reporting to the divisional CEO, I held full P&L responsibility for the internal division and the performance of client accounts, ensuring commercial growth, operational efficiency and profitability across multiple international markets.- Drove more than £350 million in client revenue growth through international expansion and Direct to Consumer growth strategies across global markets.
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Education
- FCMI Executive Leadership Development ProgramImperial College London2024FCMI Executive Leadership Development Program
- FCIM Postgraduate Certificate in Marketing LeadershipChartered Institute of Marketing2018FCIM Postgraduate Certificate in Marketing Leadership