# Abu Turab

Abu Turab is a remote worker on Himalayas, Manager – eCommerce Business Planning & Execution at Adidas, based in India.

Source: https://himalayas.app/@abuturab

```text
eCommerce planning leader at adidas who built Betty, an AI orchestrator for sales forecasting.
```

| Detail | Value |
| --- | --- |
| Availability | Looking for a job |
| Location | India |
| Authorized to work in | India |
| Salary expectations | 5483k+ INR |
| Job categories | Business Planning Manager, Digital Marketing Manager, Performance Marketing Manager, Marketing Analytics Manager |
| Skills | E Commerce Sales, E Commerce Forecasting, Commercial Planning, Marketplace Planning, Performance Marketing, Media Planning, Budget allocation, Paid Search, Paid Social, Display Advertising, Programmatic Advertising, Affiliate Marketing, App Marketing, Search Engine Marketing, SEO |
| LinkedIn | https://linkedin.com/in/abu-torab-250a8410b |

## About

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At adidas, I lead eCommerce sales planning and forecasting across India and South Africa, supporting a combined €89M business. My work includes commercial planning across Own eCommerce and marketplace partners such as Flipkart, Myntra, Ajio, Amazon, Nykaa and Tata CLiQ.

I built Betty, an AI orchestrator with sub-agents, to produce forward-looking monthly sales plans. AI workflows turn forecasts into business insights and recommendations, while tracking traffic, conversion, ASP, UPT and net sales month on month.

At adidas, I helped increase India eCommerce AOV by 33% and Full Price Share from 16% to 33%. In South Africa, eCommerce strategy delivered 50% year-on-year business growth and 70% traffic growth, with a 5pp increase in App Share.

Earlier, I directed ₹200 Cr in annual media buying at Dentsu and managed enterprise media investments exceeding US$20M at Adobe. At IndusInd Bank, I led performance marketing and managed the #CheerForGreatness campaign around the ICC Cricket World Cup.
```

## Experience

### Manager – eCommerce Business Planning & Execution (current)

[Adidas](https://himalayas.app/companies/adidas-america-inc). Jul 2025 - Present

```text
Lead commercial planning and trading strategy across India and South Africa, owning a combined €89M eCommerce business. Built AI-driven forecasting workflows and delivered 50% YoY growth in South Africa.
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Skills: E-Commerce-Planning, Forecasting, AI, regression-analysis, Google-Analytics-4, Adobe-Analytics, Appsflyer, Excel

### Manager – Traffic & Experience Analytics (Emerging Markets)

[Adidas](https://himalayas.app/companies/adidas-america-inc). May 2024 - Jul 2025

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Owned measurement and optimisation of traffic generation, conversion and ROI/ROAS, building globally aligned reporting frameworks. Led adoption of Marketing Mix Modelling and Attribution Modelling across Emerging Markets.
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Skills: Analytics, Marketing-Mix-Modelling, Attribution-Modeling, Incremental-Testing, Customer-Journey-Analytics, Google-Analytics-4, Adobe-Analytics

### Digital Marketing Manager

IndusInd Bank. Mar 2023 - May 2024

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Led Performance Marketing strategy across Paid Search, Paid Social, Display and Digital Acquisition channels. Scaled CASA acquisition investment while reducing Customer Acquisition Cost by 30%.
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Skills: Performance-Marketing, Paid-Search, Paid-Social, Display, Google-Ads, Meta-Ads, ROI-Optimization

### Account Manager / Associate Account Manager

[Adobe](https://himalayas.app/companies/adobe). May 2021 - Mar 2023

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Managed enterprise media investments exceeding US$20M, leading strategic consulting across Adobe Advertising Cloud, Adobe Analytics and Adobe Audience Manager.
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Skills: Adobe-Ad-Cloud, Adobe-Analytics, Adobe-Audience-Manager, Programmatic-Strategy, Attribution-Modeling

### Director – Paid Media / Associate Director / Media Supervisor

[Dentsu Webchutney](https://himalayas.app/companies/dentsu-international). Dec 2017 - May 2021

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Directed ₹200 Cr annual media buying and managed ₹50+ Cr Performance Marketing budgets. Led and mentored a team of 6 Performance Marketing specialists.
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Skills: Media-Buying, Performance-Marketing, Paid-Search, Paid-Social, Display, Programmatic, Amazon-Ads, Affiliate-Marketing, Team-Leadership

### Search Engine Marketing Manager

Gionee India. Aug 2016 - Nov 2017

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Managed SEM strategy, SEO and digital acquisition, leading website optimisation and conversion improvement initiatives.
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Skills: SEM, SEO, Digital-Acquisition, Website-Optimization, Conversion-Rate-Optimization

### Digital Marketing Consultant

Unyscape Infocom. Jun 2015 - Aug 2016

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Managed digital marketing strategy across Paid Media, SEO, Analytics and Website Optimisation, delivering data-driven campaign optimisation and client growth strategies.
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Skills: Paid-Media, SEO, Analytics, Website-Optimization, Campaign-Optimization

### SEO Executive

Digital Web Solutions Pvt. Ltd.. Apr 2013 - Jun 2015

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Managed SEO strategy, technical optimisation and organic growth initiatives for client portfolios.
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Skills: SEO, Technical-SEO, Organic-Growth

## Education

### Narsee Monjee Institute of Management Studies

Master of Business Administration, Marketing

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Pursued a Master of Business Administration with a focus on Marketing.
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### Jamia Millia Islamia

Diploma, Computer Engineering

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Completed a Diploma in Computer Engineering.
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### Jamia Millia Islamia

Bachelor of Science, Computer Science

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Earned a Bachelor of Computer Science degree.
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## Tech stack

- Adobe Analytics
- Google Ads
- AppsFlyer
- Meta Ads Manager

To contact Abu, message them from this profile with a Himalayas employer account: [Hire on Himalayas](https://himalayas.app/hire).

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