MEDICINA PHARMACIES
E-commerce & Digital Marketing Manager (Nov 2020 – Apr 2024)
Managed Brands
About Medicina Pharmacies
Medicina Pharmacy is the retail pharmacy arm of UAE-based Pharmalink, a healthcare group . Today, the brand operates a growing network of 170+ pharmacies across the UAE, serving communities with a comprehensive range of medicines, supplements, skincare, and wellness products through a strong, trusted offline presence.
Alongside its physical network, Medicina is expanding its digital and omnichannel capabilities, including online ordering and home delivery, to provide personalized care, trusted health guidance, and a seamless experience across in-store and digital touchpoints.
My Journey in Transforming a Pharmacy Brand into a Digital Commerce Engine
The Story Begins
This challenge became even more critical during the COVID period, when customer behavior shifted rapidly toward online ordering, home delivery, and digital-first healthcare access. The business needed to move fast — not just to survive, but to serve communities reliably during a time of heightened demand.
The priority was clear:
Build a structured, scalable digital foundation capable of supporting e-commerce, home delivery, and omnichannel growth at speed.
I aligned platforms, data, and teams to create a connected digital commerce ecosystem, while also leading the launch of a mobile app to support online ordering, repeat purchases, and seamless home delivery. Together, these initiatives transformed Medicina’s digital presence into a unified, performance-led system that could scale traffic, conversion, and revenue — while meeting the urgent needs of customers during a critical period.
The Wins That Shape the Story
Before diving into the journey, here’s a snapshot of the outcomes that define my impact across Medicine Pharmacies global digital transformation.
40%+
YoY Online revenue growth
10M+
Annual Online & home-delivery revenue scaled
10×
ROAS achieved on AI-driven campaigns
2M+
Monthly marketplace revenue generated
70%+
Increase in organic traffic via SEO
5
Marketplaces launched & scaled
Chapter 1
Turning Digital Marketing into a Growth Engine
Digital advertising became the fastest lever to unlock growth — but only with the right strategy.
I designed and executed multi-channel performance marketing and branding strategies across Google Ads, Meta (Facebook & Instagram), and Email marketing, focusing on intent-driven acquisition, audience targeting, brand consistency, and sustainable ROAS — ensuring both short-term performance and long-term brand growth.
What I Built & Led
- ✔ Launched Google AI-driven Performance Max campaigns to scale acquisition
- ✔ Built advanced audience segmentation and full-funnel strategies
- ✔ Launched TikTok and Snapchat for top-of-funnel awareness
- ✔ Implemented conversion tracking and signal optimization for better learning
- ✔ Continuously optimized budgets, creatives, and bidding based on performance
- ✔ Aligned paid media, email marketing, and landing pages to improve conversion and ROAS
The Result
10x
ROAS achieved on P-Max Ads
30%
Expansion in target audience reach
25%
Reduction in CPA through audience optimisation
10%
MoM Paid Traffic Growth
15%
Revenue generated from Email Marketing
Chapter 2
Conversion, UX & Customer Value
Traffic alone doesn’t build a business — conversion does.
I led a strategic website redesign and coordinated the launch of a new mobile app, focusing on usability, speed, and seamless purchase flow across devices.
Key Improvements
- ✔ Website redesign and checkout experience enhancement
- ✔ Mobile-first engagement and navigation
- ✔ CRO-driven layout and content updates
- ✔ Faster page load and simplified user journeys
- ✔ App-led repeat purchase and engagement flows
The Impact
22%
increase in Average Order Value (AOV)
15%
reduction in bounce rate
18%
Improvement in checkout conversion rate
25%
Higher engagement on mobile devices
30%
Increase in repeat purchases via mobile app
Chapter 3
SEO & SUSTAINABLE ORGANIC GROWTH
To build long-term momentum beyond paid media, I strengthened the SEO foundation to create a compounding growth channel.
I developed and executed both on-page and off-page SEO strategies, improving discoverability for core pharmacy and wellness products.
What I Delivered
- ✔ On-page SEO for products and categories
- ✔ Off-page SEO and backlink strategy
- ✔ Keyword mapping for pharmacy and wellness terms
- ✔ SEO-friendly site structure and internal linking
- ✔ Content optimization for high-intent searches
The Results
50%
Growth in organic traffic
15
Position average improvement in keyword rankings
35%
Increase in organic revenue contribution
40%
Growth in high-intent search impressions
20%
Improvement in organic click-through rate (CTR)
Chapter 4
MARKETPLACE EXPANSION & REVENUE SCALE
Marketplaces represented a major opportunity to extend reach and unlock new revenue streams beyond owned channels.
I initiated and managed onboarding and operations across:
Talabat, Instashop, Noon, Amazon, and NowNow
What I Built
- ✔ Marketplace onboarding and account setup
- ✔ Catalog setup and optimization
- ✔ Pricing, availability, and stock alignment
- ✔ Operational coordination with fulfillment teams
- ✔ Performance monitoring and optimization
The Outcome
2M
monthly marketplace revenue
15%
MoM growth during scaling phase
5
Marketplace Onboarding and account setup
18%
Improvement in product visibility
30%
Reduced stock-outs by automation
Chapter 5
DATA, INSIGHTS & DECISION INTELLIGENCE
To support scaling, leadership needed clarity – not assumptions.
I built Looker Studio dashboards to track performance across the entire digital ecosystem.
What I Enabled
- ✔ Revenue and traffic visibility
- ✔ Campaign performance tracking
- ✔ Conversion and funnel metrics
- ✔ Channel-wise KPIs
- ✔ Automated reporting for stakeholders
The Result
70%
Reduction in manual reporting time
40%
Faster decision-making cycles
15%
Improved budget efficiency
Chapter 6
Leading Teams & Execution
Digital growth required strong coordination between people and systems.
I led a cross-functional team and aligned execution with business goals.
Team Leadership
- ✔ E-commerce executives
- ✔ Marketplace executive
- ✔ Social media executive
- ✔ Graphic designer
Final Chapter
My Philosophy
At Medicina Pharmacies, I didn’t just manage digital channels – I built and orchestrated a complete digital growth system, connecting marketing, e-commerce, SEO, marketplaces, data, and people into one performance-led engine.
This experience became a critical foundation for the large-scale, multi-country transformations I later led at Afnan Perfumes.