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Work History

June 2016present

SEO Manager

Sears Canada

Site migration

  • System/site migration roadmap, requirements & forecast for new site to preserve historic SEO value
  • Wrote technical requirements for developers to help building new online products and structure

Content strategy

  • Created content strategy, planning and production to focus high volume keywords, as well as long tail keywords
  • Planning to launch landing pages focused on various high volume yet low competition categories

Rankings and keywords management

  • Managed macro approach keyword dashboard to evaluate progress & competition

Conducted SEO training and team building sessions with in-house editors and other departments 

Manage PR agencies for Brand reputation management, planning & strategy

Apr 2016June 2016

Customer Acquisition Manager



  • Drives customer acquisition through multi-channel marketing (SEO, SEM, Adwords Search & Display), integrated campaigns and social media
  • Work closely in aligning marketing plans and activities with specific order goals – prospect targeting & lead generation
  • Manage digital plan for marketing team, to develop and execute integrated marketing campaigns for Orders & New user acquisitions
  • Leads the overall B2B & sales digital marketing strategies
  • Owns the development and implementation of the B2B digital marketing plan & budget
  • Manages and develops all website content including new content for optimization
  • Responsible for on-site & offsite search engine optimization, roadmaps, content and competitor analysis
  • Coordinate and support third-party agencies for display and digital media 
  • Identifies and manages strategic partnerships for long term referral order growth
  • Analyzes the results of marketing activities for all digital acquisition and continuously optimizes to improve results
Aug 2015Mar 2016

Senior SEO Specialist




  • Launched neighborhoods to expand organic reach
  • In depth yearly Audits
  • Technical/structure upgrades
  • Content optimization for on page keyword density


  • Client websites, optimization & performance reports
  • Integration, tracking, performance and conversion reports
  • Google places, Google plus, Google pin process

Social conversions

  • Neighborhood & FSA focused social conversion campaigns
  • Social campaign optimization
Feb 2015Dec 2015

Digital Marketing Manager


Traffic: Organic YoY traffic increased from 10% to 22%
CTR optimization: Implemented for higher CTR


  • Accountable for developing and executing innovative SEM strategies and campaigns.
  • Highly focused upon performance metrics- Conversions, ROI & Revenue goals.
  • Daily, weekly and monthly performance monitoring, campaign optimization to meet/exceed sales and ROI target, depending on budget.
  •  Problem solving involving in-depth data analysis. Making A/B tests on ad copy, landing page, account structure to ensure maximum efficiency & growth.
  •  Main point of contact with Google and Bing representatives to identify growth opportunities.


  • Introduced in-house SEO tools for onsite optimization
  • Introduced site structure optimization & regional reach (neighborhoods)
  • Organic conversions and user experience
  • Recommendations and requirements for developers
  • Training and support for junior team members
  • Daily, weekly, monthly reports GA
  • Weekly ranking reports for main keyterms
Jul 2012Feb 2015

Senior SEO Specialist 


Traffic: Organic YoY traffic increased from 10% to 22%
Conversion optimization: YoY conversion rate increased from 5.5 to 7.5
CTR optimization: Implemented for higher CTR
Platform migration: Lead migration process, risk analysis, migration recommendations, future forecasts & optimized implementation 


SEO, Analytics, Online marketing, Demand generation & Market growth analysis:

  • On-site opportunities: Implemented SE optimized strategy from content planning, writing, review & deployment, lead brainstorming session and reports.
  • Off-site opportunities: Competitor analysis, opportunity gap analysis, keyword opportunities, partnerships & Social landscape
  • Technical SEO implementation: Monthly audits, semantic/rich data implementation, canonicalization between UK brands. Server log analysis on crawlers activity, crawled pages and page types ad-hoc support for european sites/teams
  • Budgets / Forecasts: SEO budget planning & forecasts, quarterly budget review
  • Reporting/Deep dives: Ad hoc investigation & researches weekly, monthly, quarterly & yearly reports with quarterly business reviews. 

Apr 2011Jul 2012

EU SEO Project Manager

HomeAway Europe


Gap analysis tool: Requirements to develop in-house KW gap analysis tool to monitor grow and competition to identify opportunities.

Global reporting dashboard: Developed strategy in building in-house global SEO reporting platform using Tableau and Google analytic.


  • Worked close to developers and third party developers in the development of SEO tools for HomeAway Global network.
  • European SEO tools project management and successful launching
  • On site optimization / Technical Deep dives for all HomeAway European sites
  • Keywords research / Demand Deep dives for HomeAway sites
  • Reports: Managed SEO dashboard for all European sites to monitor growth on weekly bases using Tableau - Tableau Professional basic Certification
  • SEO research and competitive gap analysis

Jan 2011May 2011

SEO Executive


  • Domain migration
  • Managing content translation and localization project
  • Keyword research
  • Site traffic analytics
  • SERP reports on a frequency of weekly, daily, yearly and quarterly
  • Content management (planning, creation, reviews, uploading)
  • Maintaining reporting dashboard and regular communications of EU SEO performance for the European websites.
  • Dealing cross-functionally and with external vendors, freelancers, and consultants.
  • Direct digital reports to Head of search for all European sites.
  • Continually look for technical and content opportunities to improve SEO
  • High quality reactive technical support and deep dives for each EU brand
  • Delivered technical and content strategy recommendations to each brand
  • Support continual evolution of our unified approach to SEM so that we stay well ahead of our competitors
  • Worked alongside the brand merchandising and creative teams to develop bespoke content strategies
  • Developed engaging internal (knowledge share) training sessions to inspire and motivate internal teams, and foster an "SEO culture" internally
Jun 2010Dec 2010

Asst EU Head of SEO


  • Perform keyword research in coordination with client business objectives to optimize existing content and uncover new opportunities.
  • Provide SEO analysis and recommendations in coordination with elements and structure of european sites and landing pages.
  • Investigate offsite SEO channels
  • Identify & Implement organic ranking factors / social signals Monitor
  • Evaluate search results and search performance across the major search channels
  • Monitor, track, and report on paid search metrics, including trend analysis QA daily changes to website that can affect organic growth
  • Work closely with the other team members to meet goals
  • Plan and deploy strategies revolving around social media

Apr 2009May 2010

SEO Analyst


  • SEO Optimized site architecture: Worked with developers to develop search engine optimized structure of the site, wrote requirements and recommendations.
  • SEM: PPC, Display advertising, ROI campaigns.
  • Social Media: ROI campaigns, community building, audits.
  • On site optimization: Wrote requirements for developers and junior marketers to include important optimized features and ranking factors.
  • Off site optimization: Brand awareness, Social and link acquisition lead 
  • Reporting: Managed weekly and monthly reports for Marketing director.


Jan 2007Jan 2009

Msc - Internet Computing

The University of Northampton

Programming , Web Architecture, Databases, CMS, Web Design, Internet Security

Jan 2002Jan 2006

Bachelors of Science (Bsc. Hons)

Riphah International University

Major is computer sciences including web programming, databases & architecture.

Independent Coursework

  • Tableau Fundamentals Classroom Training from Tableau Softwares
  • Project Management Training Course by - Knowledge train
  • Adobe digital analytics (in-house training)
  • Computer Graphics 

Skills summary

SEM: Adwords certified, campaign structure, Optimization, Research & Analysis, Reports

Search Engine: SEO, SEO Planning, SEO research, SEF structure, Keyword analysis, Search Trends

Technical: Site structure audits, Conversion optimization, QA & Debugging, Log analysis, Crawl analysis, Internal linking structure & usability, Indexation, 

Analytics / Reporting / Tracking: Tableau Desktop; Omniture Discover, Traffic analysis; Google analytics; Webmaster tools

Research & Investigations / Online tools/tools: Moz, Raven, SEO powersuite, SEMrush, Search metrics, Xenu's Link Sleuth, Screaming Frog, Traffic travis, SEOClarity, Majestic SEO, Ahrefs, Word tracker, Buzzstream

User Experience & Testing: Optimizly & Google testings (AB testing), SEO Testings

Languages / CMS: HTML, CSS, Joomla, Drupal, Wordpress, Jahia, Hippo CMS, Magento

Experienced with: Large Site migrations, Domain migrations, Panda recovery, Penguin recovery, Internal SEO tools