THE PETSHOP
E-commerce & Digital Marketing Manager (Aug 2016 – Oct 2020)
Managed Brands
About The Petshop
The Petshop is a leading specialist retailer of pet food, accessories, and aquatics in the Middle East, serving pet owners through a strong combination of physical retail and e-commerce.
With 5 stores across the UAE, including a 54,000-square-foot flagship megastore in Dubai Investment Park, the brand offers an extensive online catalogue of 12,000+ products, delivering convenience and choice to customers across the region.
My Journey in Transforming a Pharmacy Brand into a Digital Commerce Engine
The Story Begins
When I joined The Petshop, the brand already had a strong product range and growing retail presence. However, its digital ecosystem needed structure, performance focus, and scalability to fully unlock e-commerce potential.
E-commerce, digital marketing, SEO, user experience, analytics, and email marketing existed — but they weren’t operating as one connected system.
The mission was clear:
Build a performance-driven digital commerce engine that could scale traffic, improve conversion, and drive measurable online revenue growth.
The Wins That Shape the Story
Before diving into the journey, here’s a snapshot of the outcomes that define my impact across The Petshop digital transformation.
45% +
growth in E-commerce sales
2M+
Monthly online revenue generated
8x +
ROAS on paid media campaigns
7%
Average website conversion rate
40% +
Increase in organic traffic
30% +
Total orders driven via the mobile app
Chapter 1
PERFORMANCE MARKETING & TRAFFIC GROWTH
Digital advertising became the fastest lever to drive growth when executed with the right structure.
What I Did
- ✔ Launched Google Search, Shopping, and Dynamic Remarketing Ads
- ✔ Executed Facebook Ads and Facebook Dynamic Ads
- ✔ Regularly reviewed performance with Google & Meta teams
- ✔ Tested new traffic sources and audience segments
- ✔ Optimized campaigns continuously based on ROI
The Result
40% +
Increase in e-commerce sales from paid channels
20%
Reduction in CPA through optimisation
8x
ROAS on Shopping and Dynamic campaigns
20%
Growth in paid traffic MoM during peak periods
Chapter 2
UX, WEBSITE DESIGN & MOBILE APP EXPERIENCE
Traffic alone doesn’t build a business — experience does.
What I Did
- ✔ Led website design improvements and checkout flow enhancements
- ✔ Ensured easy navigation and product discovery
- ✔ Collaborated on mobile app development to improve accessibility
- ✔ Optimized mobile-first user journeys
- ✔ Aligned UX changes with conversion goals
The Impact
22%
Increase in conversion rate
15%
Reduction in cart abandonment
25%
Higher engagement from mobile users
20%
Increase in repeat purchases via app users
Chapter 3
SEO & SUSTAINABLE ORGANIC GROWTH
To reduce reliance on paid media, I strengthened the SEO foundation.
What I Did
- ✔ Developed on-page and off-page SEO strategies
- ✔ Researched and implemented SEO keywords across the site
- ✔ Optimized product and category pages
- ✔ Improved site structure and internal linking
- ✔ Aligned SEO with product demand trends
The Results
40%
Growth in organic traffic
12
Position average improvement in keyword rankings
35%
Increase in organic revenue contribution
20%
Improvement in organic click-through rate (CTR)
Chapter 4
EMAIL MARKETING, REPORTING & OPTIMIZATION
Retention and insights played a key role in sustaining growth.
What I Did
- ✔ Designed and deployed email templates and campaigns
- ✔ Planned promotional and lifecycle emails
- ✔ Analyzed e-commerce sales and campaign ROI
- ✔ Built performance reports vs forecasts
- ✔ Identified and tested new growth opportunities
The Result
10% +
Average email open rates
5% +
Click-through rates on promotional campaigns
20%
Increase in repeat purchase rate
