About
Results-driven Digital Merchandising Specialist with over 6 years of experience, adept at optimizing e-commerce performance across multi-brand fashion and sports platforms in the GCC. Expert in leveraging data-driven strategies for homepage trading, category optimization, and exclusive product launches to significantly enhance visibility, conversion rates, and commercial growth. Proficient in Magento, Algolia, Google Analytics, Power BI, and Excel, consistently delivering high-impact digital merchandising solutions.
Work
Boutiqaat
|Online Merchandiser/ Marketing Coordinator - Fashion & Sports
Dubai, Dubai, United Arab Emirates
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Summary
Led digital merchandising and marketing coordination for 10+ global fashion and sports brands, optimizing online storefronts and executing high-impact campaigns across web and app platforms.
Highlights
Managed and optimized digital storefronts for over 10 global fashion and sports brands, including New Balance, Adidas, and ASICS, significantly enhancing product visibility and driving conversion rates across web and mobile applications.
Designed and implemented data-driven brand pages and homepage layouts, utilizing hero banners, category segmentation, and SKU sequencing based on stock health and sell-through to align with campaign priorities.
Spearheaded exclusive launch campaigns, such as New Balance x Boutiqaat, by aligning merchandising strategy, banner placement, and SKU prioritization to maximize campaign impact and market penetration.
Executed comprehensive merchandising calendars in collaboration with Marketing, CRM, Influencer, and Buying teams, ensuring seamless deployment of seasonal launches, promotions, and country-specific campaigns.
Contributed to creative direction and developed engaging launch content concepts, significantly enhancing onsite presentation and overall campaign engagement.
Collaborated with central marketing to brief and execute paid campaign assets, driving cross-channel visibility and supporting influencer and celebrity boutique management.
Alshaya Group
|Online Merchandiser - American Eagle & Aerie
Dubai, Dubai, United Arab Emirates
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Summary
Drove online merchandising operations for American Eagle & Aerie across 7 MENA markets, enhancing product visibility, optimizing customer journeys, and executing successful e-commerce launches.
Highlights
Managed daily online merchandising for over 1,000 SKUs across 7 MENA markets, leveraging Algolia and Magento to optimize product placement, site navigation, and ensure consistent product labeling for enhanced customer experience.
Oversaw the end-to-end management of category pages, collections, and homepage content on Magento, continuously optimizing layouts based on customer journey analysis to align with seasonal campaigns and trading priorities across web and mobile platforms.
Executed multi-market promotions, discount activations, and pricing updates with high accuracy, ensuring seamless and timely trading execution across all 7 MENA markets while tracking daily web/app performance.
Collaborated cross-functionally with Brand, Marketing, Category, and eCommerce teams to strategically plan and execute product launches and promotional campaigns, ensuring optimal product visibility.
Proactively monitored stock levels, particularly during peak trading periods, and implemented initiatives to minimize out-of-stock exposure and maintain strong sell-through performance.
Partnered with Customer Service to efficiently resolve website-related product and pricing issues, ensuring agents were informed of ongoing promotions and maintaining a positive customer experience.
Successfully contributed to the launch of American Eagle & Aerie e-commerce platforms and the subsequent introduction of the MENA mobile app across seven markets, expanding brand digital presence.
Managed community social media periodically, monitoring customer experiences online to inform merchandising strategies and enhance brand perception.
CoreConsultingEngineers
|System Analyst
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Provided critical system analysis and technical support, ensuring operational efficiency and data integrity for CoreConsultingEngineers.
Wegagen Bank s.c
|IT Intern
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Gained foundational IT experience by supporting network operations and technical troubleshooting within a banking environment.
Education
Adama Science and Technology University
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Bachelor of Science (BSC)
Computer Science
Languages
English
Amharic
Arabic
Skills
Digital Merchandising
E-commerce Optimization, Online Storefront Management, Product Visibility, Conversion Rate Optimization, Customer Journey Analysis.
Platform Management
Magento, Algolia, Dynamic Yield, Drupal, App Adjust.
Data Analysis & Reporting
Google Analytics, Microsoft Power BI, Microsoft Excel (Advanced), Performance Reporting, Data-Driven Insights.
Campaign & Promotion Management
Exclusive Product Launches, Merchandising Calendar, Campaign Deployment, Promotional Activations, Brand & Marketing Alignment.
Product & Category Management
Homepage Optimization, Banner Optimization, Category Management, Product Sequencing, SKU Lifecycle Management.
Inventory & Stock Management
Stock Monitoring, Sell-Through Optimization, Out-of-Stock Reduction.
Collaboration & Project Management
Cross-Functional Collaboration, Stakeholder Management, Asana, Project Coordination.
Content & Creative
Launch Content Concepts, Creative Direction, Onsite Presentation, Campaign Engagement.