Hema Subramanian

Head of Digital Marketing - H&M and Victoria's Secret

Dubai, United Arab Emirates (+04:00 UTC)from Dubai, United Arab Emirates
Usually responds in 2 days
Free
Price per hour
Not available
Time Blocks Available
4.94
4 reviews / 4 sessions
-
-
Next availability
Not available in the next 30 days

Bio

With over 12 years of experience in performance marketing across both agency & client side, I specialize in building growth & retention plans for e-commerce businesses. I currently handles the digital business for 2 of the biggest Apparel divisions at Alshaya - H&M and Victoria’s Secret across 5 countries and I am responsible for all things Marketing for H&M and Victoria’s secret which includes E-commerce P&L, Brand Planning, Paid Media, CRM, and Analytics. In her previous stint, I also led performance marketing for Noon & Noon Grocery which is a direct competitor for Amazon in the middle east.

Expertise

  • Email marketing

    I can build CRM plans with customer segmentation, personalized content, automated event trigger from driving first time customer to building loyal customer base.

  • Growth marketing

    I have bilt full funnel marketing plan focused on acquisition & retention. Also developed test methodologies to identify most efficient campaign set up model.

  • PPC strategies

    I can help you identify audience overlap, streamline remarketing efforts between Facebook, Google, Snap ads and CRM, optimize ad frequency and cut down wasted spends.

  • Sales

    I have bilt full funnel marketing plan focused on acquisition & retention. Also developed test methodologies to identify most efficient campaign set up model. I have also developed almost accurate business growth forecasting based on customer cohorts & historical data to give indications on possible sales growth, profits within a set budget.

Toolkit

  • Google Ads logo

    Google Ads

    15 years of experience

    I can help you build branding and conversion plans across Search, Display, Shopping or Youtube campaigns. I can also give you suggestions to set up campaigns with long term & short term objectives.

  • Facebook logo

    Facebook

    15 years of experience

    I am a certified Facebook Blueprint professional. I have run multiple experiments to understand Facebook AI engine, stagnation, incremental value and ad efficiency.

  • Google Analytics logo

    Google Analytics

    12 years of experience

    My bread & butter platform that I use on a daily basis to understand customer journey, sales opportunities, campaign performance and identify conversion drop issues.

  • Google Data Studio logo

    Google Data Studio

    9 years of experience

    I use looker studio day in and out to automate reports from variouos ad platforms and Google anlytics. I have streamlined campaign naming convention for smooth reporting.

Industries

  • Digital Marketing

    I have worked across Facebook Ads, Google Ads, Snapchat Ads, Apple Ads, Youtube Ads, RTB to drive new customers & repeat customers with set budgets and ROI.

  • CRM

    I have developed customer lifecycle strategies with intent to drive first and repeat orders. I have also been involved in developing CRM plans for loyalty program.

  • E-Commerce

    I have knowledge on all aspects that impact Ecommerce business - merchandising, promotions, returns, loyalty, trading, content and marketing across fashion industry.

  • Fashion

    I currently handle H&M and Victoria’s secret ecommerce budget that covers brand marketing, performance marketing, email marketing strategy and data analytics.

Experience

  • M.H.Alshaya

    Head Of Digital Marketing

    o Manage a team to execute MENA region growth marketing for H&M & Victoria’s Secret across Search, YouTube, Display, and Social channels, and handle Go-to market plans, digital strategy, and e-commerce P&L. o Worked with Global H&M and Victoria’s Secret marketing teams to shape commercial calendar, brand marketing, and other omni-channel plans. o Assisted the company in adopting CAC into the P&L system and subsequently launched successful projects including: Marketing Mix Modeling, CRM RFM segmentation, and multi-touch attribution. o Developed RFM model in CRM, allowing for a new ability to construct a customer retention strategy and built acquisition targets based on customer cohorts. o Worked with data analytics team and external agency to create Marketing Mix Modeling (MMM) that revealed impacts of branding vs. performance marketing — resulting in shifts in marketing strategy. o Built comprehensive multichannel strategy — assigning KPI targets and budgets across team for all channels.

    Fashion

  • Noon

    Digital Marketing & Planning Lead

    o Oversaw digital marketing strategy, market research, and budget planning for – Noon, Noon Food, Sivvi. o Initiated growth hacking techniques through full funnel analysis to detect areas of immediate fix & refined measurement strategy across Social, Search, Display, Influencers & CRM. o Built a model to make product selections and offer decisions based on user demand data captured through digital channels. The model supported in transforming internal sales targets for commercial team. o Created automation, and data reporting system within Looker Studio able to summarize performance across all marketing channels, reducing team workload. o Improved shopping campaigns through category-based approach & feed optimization. Dropped CPO by 50% & CIR by 43%.

    E-Commerce

  • Artefact

    Account Manager

    o Spearheaded digital strategy, performance marketing, and data analysis for Maserati, Smart Dubai Government App, Dubai Parks and Resorts, Accor Hotels, Virgin Megastore, and Zulekha Hospital. o Led a team of 4 to plan and execute ROI-driven ecommerce campaigns.

    digital marketing
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