Afnan Perfumes
Head of E-commerce & Digital Marketing (May 2024 – Present)
Managed Brands
About Afnan Perfumes
Afnan Perfumes is an internationally established fragrance brand with presence in 120+ countries across the GCC, Europe, UK, USA, Asia, and Africa. The brand serves a diverse global customer base through a broad fragrance portfolio and a strong international distribution footprint.
My Journey in Building a Global E-commerce Powerhouse
The Story Begins
When I joined Afnan Perfumes, there was no established digital ecosystem — just one country website and a significant global opportunity.
The mission was clear. Build a unified, scalable, and profitable digital presence across global markets.
What was Needed
- ✔ Region-specific E-commerce stores
- ✔ Local currencies & payment gateways
- ✔ Structured marketplace operations
- ✔ Clear, performance-driven Digital marketing
Chapter 1
Building a Scalable Shopify Universe
The digital presence of Afnan Perfumes was limited to one active website. To scale globally, a localized, high-performance Shopify ecosystem was required.
What I Built
Covering UAE, US, UK, Saudi, Bahrain, Oman, Qatar, Kuwait, Europe, India, Pakistan & more.
Local payments, BNPL, wallets, shipping partners, VAT rules, COD logic, multi-currency setup.
Fragrance-family mapping, smart collections, regional visibility rules, PLP filters & sorting.
Consistent mega menus, optimized PDPs, standardized UI/UX, and mobile-first layouts.
Chapter 2
Turning Paid Media Into a Brand-Building Engine
At Afnan Perfumes, there was no digital marketing foundation — no ad accounts, no Google Ads, no Meta Ads, no tracking, no funnels.
A complete clean slate. A massive opportunity.
What I Built & Led
- ✔ Set up Google Ads and launched Search, Shopping, PMax, YouTube & Demand Gen campaigns
- ✔ Created Meta Ads accounts and built full prospecting + retargeting funnels
- ✔ Launched TikTok and Snapchat for top-of-funnel awareness
- ✔ Structured country-wise segmentation & audience for accurate targeting
- ✔ Implemented end-to-end tracking & analytics
- ✔ Established a data-driven, multi-country performance engine
Performance Ads in Action
Chapter 3
Marketplace Growth With Brand Control
I led the expansion of our brand into every major marketplace – Amazon, Noon, TikTok Shop, Namshi, Trendyol, SHEIN, and Myntra – building a unified presence with consistent branding, high-quality listings, and premium content that strengthened how customers discovered us across platforms.
What I Delivered
- ✔ Launched official brand presence across all key marketplaces
- ✔ Optimized product titles, bullets, keywords & imagery for higher visibility
- ✔ Built premium A+ / Enhanced Brand Content and brand storefronts
- ✔ Structured catalogs: variations, bundles & category mapping
- ✔ Ensured regional compliance, SLAs & marketplace standards
- ✔ Launched & optimized Amazon & Noon Ads (Product, Brand & Display)
- ✔Ran banner & product ads during key campaigns and events
- ✔ Ran banner ads & product ads to boost visibility during key events
- ✔ Improved ad performance via keyword, bid & targeting optimization
Chapter 4
Influencer Marketing at Scale
Influencer marketing at Afnan needed more than one-off collaborations — it needed structure, consistency, and measurable impact.
I built a scalable influencer marketing framework that aligned creators with brand positioning, product launches, and performance goals across multiple markets.
What I Built & Led
- ✔ Identified and onboarded region-specific influencers across GCC, Europe, UK, and Asia
- ✔ Structured influencer tiers (macro, micro, nano) based on reach and engagement
- ✔ Planned influencer campaigns for new launches, seasonal moments, and brand storytelling
- ✔ Coordinated product seeding, gifting, and launch timelines
- ✔ Aligned influencer content with paid media, social, and e-commerce campaigns
- ✔ Ensured consistent brand messaging, visuals, and premium positioning
Influencer Marketing Highlight
Chapter 5
Data, Automation, SEO & Intelligence
E-commerce leadership is built on data infrastructure – not just storefront design.
When I joined Afnan, there was no tracking, automation, reporting, or SEO foundation. Performance wasn’t measurable.
I built an integrated digital intelligence system – connecting analytics, automation, and SEO – transforming the business into a scalable, performance-driven operation.
It became the engine behind every growth decision.
SYSTEM I BUILT
SEO Infrastructure
optimizing site structure, hreflang, and performance for multi-country growth.
targeting high-intent and non-branded search across key markets.
improving ranking power and search visibility.
tracking organic traffic, rankings, revenue, and performance insights.
Klaviyo Setup & Automation
Recovered 15–25% of lost revenue through lifecycle messaging
Increased repeat purchase rate and long-term retention
Drove strong engagement with 25–35% open rates
GA4 + GTM E-commerce Tracking
Achieved near 100% conversion accuracy across all user journeys
Improved attribution quality and reduced data loss by 50%+
Enabled consistent reporting and performance visibility globally
Delivered reliable, decision-ready analytics for teams and leadership
Looker Studio Dashboards
Created a single source of truth across channels
Reduced manual reporting effort by 70%
WhatsApp Automation & Marketing
Reduced customer support queries by 35%
Cut response time by 40% across support channels
Increased customer engagement by 28%
Chapter 5
Leadership & TraininG
Behind every successful e-commerce operation is a team that moves in alignment. At Afnan Perfumes, my role went beyond execution — I aligned people, processes, and platforms to scale results globally.
I led and worked closely with a digital team consisting of:
- 👤 Digital Marketing Specialist
- 👤 Developer
- 👤 E-commerce Merchandiser
- 👤 Designer
- 👤 Marketplace Executives
- 👤 Social Media Specialist
Final Chapter
My Philosophy
E-commerce isn’t about running ads or updating websites. It’s about building ecosystems that can grow on their own.
My philosophy is simple:
Systems that scale. Campaigns that convert. Experiences that customers love. And data that tells the real story.
I don’t just work in e-commerce.
I build digital engines that fuel brands for years.