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Skills summary

SEM: Google Adwords & Display, Bing Ads, Paid Social, Campaign structure & Optimization

Search Engine: SEO planning, SEO research, Keyword analysis, Search trends

Technical: Site structure audits, Conversion optimization, Server Log analysis, Crawl analysis, Internal linking structure & Indexation

Analytics / Reporting / Tracking: Google, Tableau,  Adobe, 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)

Languages / CMS: Salesforce Commerce Cloud, HTML, CSS, Joomla, Drupal, Wordpress, Jahia, Hippo CMS

Experienced with: Large Site migrations, Domain migrations, Panda & Penguin recovery


  1. Google Adwords Certified
  2. Google Display Certified
  3. Google Analytic Certified

Work History

June 2016present

SEO Manager

Sears Canada


Traffic: Organic YoY traffic increased from 9% to 16%

  • Wrote technical requirements for developers to help building new online products and structure
  • System/site migration road-map, requirements & forecast
  • Planning to launch landing pages focused on various high volume yet low competition categories
  • Created content strategy, planning and production to focus high volume  & long tail keywords
  • 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 (SEM)



SEM: Quality score, CTR & CPC optimization, Spend optimization 
kept organic traffic growth above 30% YOY
Optimized account for networks
Paid Social:
Launched macro level FSA targeted campaigns 


  • Drives customer acquisition through multi-channel marketing (SEO, SEM, Adwords Search & Display), integrated campaigns and social media
  • Execute 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 optimizes to improve results
Feb 2015Mar 2016

Senior SEO Specialist



Traffic: Organic YoY traffic increased from 15% to 33%
CTR optimization: Implemented for higher CTR



  • 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

Paid Social conversions

  • Neighborhood & FSA focused social conversion campaigns
  • Social campaign optimization
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 


  • 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

June 2010Jul 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.

Apr 2009May 2010

SEO Analyst


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.