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Omar Bacha

Experienced marketing lead in the spaces of e‑commerce, finance, events and software. Extensive background in marketing analytics, demand and lead-generation, brand awareness, campaign management and beyond. Built high-performing marketing teams from the ground-up. Take a hands-on approach to creating and executing strategies that deliver results quickly.


Head of Marketing Operations
Exness
Current
  • Producing, managing and streamlining processes and planning to ensure a "well-oiled" marketing engine.
  • Responsible for the flawless execution of campaigns.
  • Lead the campaign operations teams across all regional and global departments.
  • Work closely with the Product team to ensure successful implementation of new marketing technology platforms.
  • Produce dashboards and reports for the global marketing department to see how we are performing against goals and outcomes.
  • Produce insights from the dashboard on how we can improve or areas that need attention.
  • Develop a roadmap for improvements and necessary changes.
  • Assess the organization's capabilities against objectives, and build the required infrastructure to support these goals.

Senior Marketing Consultant
Pomelo Fashion
Feb 2021 - April 2022
Pomelo is Asia's largest fashion label and e‑commerce platform. I was recruited to consult on e-commerce growth, campaigns, analytics and marketing efficiency.
  • Report to the company vice president on various projects and performance of the marketing team.
  • Drive strategic direction on improvements to processes and technology.
  • Own the marketing operations architecture and technology that support pipeline growth, including lead processes, marketing automation, technology, reporting and analytics.
  • Project and campaign planning, tracking & recommendations.
  • Support campaign execution across Google Marketing Platforms and Hubspot, including campaign setup, tracking setup, delivery, segmentation, workflows, data management and reporting.
  • Use data to measure performance of discount/loyalty programs and to drive innovation through insight.
  • Drive efficiencies within the marketing team.
  • Define, develop and deliver marketing measurement approach, including marketing analytics and reporting.
  • Analyze the performance of each initiative to improve future performance.
  • Analyze industry trends to appropriately adjust existing e‑commerce strategies for traffic and sales optimization.
  • Analyze user behavior across app, website and landing pages to uncover actionable insights, and create and carry out multivariate tests.
  • Measure the impact of marketing tactics such as digital ads, email marketing and digital experimentation on business results.
  • Conduct market research using 4C analysis for improvements in the marketing process.
  • Develop marketing automation best practices and campaign management best practices and trends.

Head of Digital Marketing / Deputy CMO
trade.io & tiomoarkets
Jul 2017 - Feb 2021
Trade.io was a cryptocurrency exchange. TIOmarkets is a financial brokerage. I worked for both as head of digital, and deputised as CMO for a period of 8 months.
  • Tasked with developing an in-depth understanding of our clients’ omnichannel journey and deploying each channel to the best effect to successfully engage and acquire new customers.
  • Led digital efforts in an ICO that raised $31 million.
  • Digital campaigns targeted to experienced and newbie crypto investors, including campaign for crypto buyers with a USD 100K grand prize.
  • Support the CMO in the development and execution of marketing strategies, KPIs and budgets.
  • Responsible for all web assets, SEO, and all biddable media such as PPC, retargeting, paid social and programmatic display.
  • Created engaging, persuasive and high-ranking content to engage, convert and nurture prospects through the sales funnel.
  • Manage all digital marketing campaigns.
  • Set up cross-channel attribution tools to give the department and senior management a 360 view of customer journeys.
  • Analyze performance to identify and execute opportunities for improvement and optimization.
  • Accelerate paid digital media performance to achieve targets related to traffic, CPA and ROAS.
  • Advocate internal technology developments that support company goals and efficiency.
  • Design & implementation of high-converting sales funnels using email, SMS, WhatsApp and push notifications.
  • Report to all stakeholders (CMO, CEO and shareholders) on digital activities, results, and plans.

Head of Marketing
Unleash Group
Jun 2014 - Aug 2015
Unleash Group is an events company focused on conferences and expos for enterprise-level organizations.
  • Built out the full marketing mix for a newly formed marketing department.
  • Full development of marketing strategy to shape growth in revenue from sponsors and delegates.
  • Secured brand recognition within the marketplace through a corporate rebranding strategy.
  • Oversaw design & development of new websites in line with strategic marketing objectives.
  • Design, plan and build marketing campaigns across all channels.
  • In-depth market and competitor research to identify areas of opportunity.
  • Manage overall marketing budget to satisfaction of agreed targets.
  • Develop a content hub that positioned Unleash as a market leader within the HR space.
  • Set up and configuration of all CRM and analytics tool, and training teams on their use.
  • Drove a connected sales and marketing approach within the business to improve information sharing and guide business growth.
  • Devised and promoted new sponsorship opportunities that generated significant revenue for Unleash while delivering tangible value for sponsors.
  • Worked with sponsors Google, Oracle and IBM to create industry research which was used in top-of-funnel acquisition efforts and in support of brand-positioning objectives.
  • Worked with 3rd party vendors to help them maximize their exposure at our events.
  • Fostered valuable media partnerships.
  • Post-event marketing and review, including production of high-quality video and photography assets.

Marketing Manager (Media & Analytics)
XM.com
Mar 2012 – Jun 2014
  • Responsible for media budget of EUR 150K per month.
  • Negotiated purchase terms and selected relevant digital publications and websites for display targeting in line with current campaigns & overall acquisition strategy.
  • Fostered strong vendor relationships to secure more favorable purchase terms.
  • Analyzed results of media buys and redistributed budget according to performance.
  • Tracked website metrics to detect potential usability problems and made recommendations based on my findings.
  • Identified new opportunities for higher conversion rates across all web assets.
  • Detailed reports on media buying and website user behavior.

Marketing Manager
Spotware Systems
Jun 2008 – Mar 2012
Developer of advanced financial trading software such as cTrader and cAlgo.
  • Led a development team to create products for brokers and end users, such as a resource portal for algorithmic trading, and a marketing portal to help brokers effectively market the cTrader platform.
  • Worked closely with the CMO to generate workable concepts for platform promotion.
  • Managed AV team to produce video campaigns, video series, and extensive platform tutorials.
  • Implemented widely-adopted feedback mechanisms to facilitate communication between platform users and dev leads.
  • Managed PPC budget and campaign execution.

Head of Customer Accounts
Kazeli Ltd
Mar 2005 – Apr 2008
  • Provided dedicated and heavily customized CRM software solutions to our clients through analysis of their businesses processes.vv
  • Selected as the primary Kazeli customer service contact for several key accounts, including McDonald’s, Chet Holmes International, Salisbury Landscaping and Primary Media.
  • Instrumentally selected as the lead for the development of the Kazeli customer help system, including both the organization of the system structure as well as most of the content published.
  • Establishment and maintenance of client websites using internally-developed and specially trained publishing tools.
  • Manipulating HTML based content on client sites.
  • Live one-to-one training of client sales teams customized to the tailored solutions demanded by their accounts and business volume.
  • Provided heavy testing and documentation of newly developed functionality across the diverse Kazeli Web Office to ensure complete client satisfaction upon actual implementation within their organizations.
  • Developed and maintained excellent relationships with our clients to ensure above-expectation delivery of our services and products, in-line with an aggressive expansion strategy.