Asad Abbas
@asadabbas5
I lead regional performance marketing across search, social, app, and programmatic channels.
MalaysiaWhat I'm looking for
I lead performance for Accor across MEAPAC at Publicis Groupe Malaysia, managing 14+ specialists across Search, App, Social, and Programmatic. I oversee strategy, execution, reporting automation, budget management, stakeholder alignment, and experimentation to scale ROAS across markets.
Previously, I led Nestlé search marketing for 20+ brands across 8+ MENA markets, driving ROAS and profitability through Google and Amazon. I also managed performance marketing for 10+ Australian brands at Next&Co, focusing on strategy, execution, and optimization for ROI and growth.
Across roles supporting NEOM, Nestlé, Cadbury, Mondelez, National Foods, and EFU Life Assurance, I've built and optimized campaigns, conversion tracking, analytics, programmatic buying, and data-driven creative solutions. My work includes award-winning Dragons of Asia campaigns and initiatives that exceeded acquisition targets by 7x while reducing CPA by 30%.
Experience
Work history, roles, and key accomplishments
Associate Director Performance
Publicis Groupe
Feb 2025 - Present (1 year 6 months)
Lead search strategy for Accor across the MEAPAC region, managing 14+ specialists across Search, App, Social, and Programmatic. Drive performance through Google, Microsoft Ads, and App campaigns by overseeing strategy, execution, reporting automation, budget management, and regional stakeholder alignment.
Performance Marketing Manager
Next&Co
Oct 2024 - Feb 2025 (4 months)
Managed performance marketing for 10+ Australian brands, overseeing strategy, execution, and optimization to drive ROI and growth.
Business Lead Performance
Brainchild Communications - Publicis Groupe
Oct 2024 - Feb 2025 (4 months)
Continued previous role part-time on a contractual basis until a permanent manager was hired.
Senior Manager Performance
Brainchild Communications - Publicis Groupe
Jan 2023 - Jun 2023 (5 months)
Led a remote team to execute search marketing campaigns for NEOM across 15+ markets, driving traffic and results through analysis and optimization.
Manager Performance & Programmatic
Brainchild Communications - Publicis Groupe
Jul 2020 - Dec 2022 (2 years 5 months)
Assisted associates with trafficking and managed complex tasks like tags. Maintained vendor relationships to explore opportunities and managed verification to ensure safe, fraud-free environments.
Digital Media Lead
Brainchild Communications - Publicis Groupe
Jul 2018 - Jun 2020 (1 year 11 months)
Managed digital marketing campaigns, overseeing performance accounts and optimizing CPAs. Handled Google Analytics setup, reporting, and tracking, including ecommerce events and conversion tracking.
Digital Media Executive
Brainchild Communications - Publicis Groupe
Mar 2016 - Jun 2018 (2 years 3 months)
Trafficked digital marketing campaigns, optimized performance, and handled conversion event setup and troubleshooting.
Education
Degrees, certifications, and relevant coursework
Arena Multimedia
Diploma, Multimedia
Completed a 2-year diploma program at Arena Multimedia in 2015.
Govt College Formen
Higher Secondary School Certificate, General Studies
Completed higher secondary school education at Govt College Formen in 2012.
Tech stack
Software and tools used professionally
Availability
Location
MalaysiaAuthorized to work in
Job categories
Skills
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