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dina abdrabo

@dinaabdrabo

Digital product and e-commerce specialist at IKEA – Al-Futtaim Group who improved online conversion by 12% through navigation and product placement.

United Arab Emirates

Message

At IKEA – Al-Futtaim Group, I lead digital merchandising across web and mobile app channels, turning customer needs and commercial priorities into improvements to digital journeys. I delivered a 12% uplift in online conversion through site navigation and product-placement optimization.

Earlier, at Al-Futtaim Group, I analyzed customer journeys, implemented A/B testing and personalization, and developed microservices and web components. In freelance and agency roles, I built and maintained e-commerce platforms, integrating payment gateways and REST APIs.

Experience

Work history, roles, and key accomplishments

Current

Regional Digital Merchandiser

Current

IKEA – Al-Futtaim Group

Jan 2022 - Present (4 years 9 months)

Lead digital merchandising across web and mobile app channels, translating commercial priorities into customer experiences. Delivered a 12% uplift in online conversion through site navigation and product-placement optimization.

GA4 A B Testing CRO Digital Merchandising Web Analytics Customer Journey Optimization product placement Stakeholder Management CMS Ecommerce

Digital Optimization Specialist – Web Developer

Al-Futtaim Group

Jan 2020 - Dec 2022 (2 years 11 months)

Analyzed digital customer journeys and user behavior to identify product, UX and performance opportunities. Implemented A/B testing and personalization strategies to improve online customer experience and conversion.

A B Testing Personalization Web Analytics UX Optimization Microservices Web Components Digital Campaigns Customer Journey Analytics

Full Stack / Backend Developer & E-Commerce Specialist

Freelance & Agency Roles

Jan 2011 - Dec 2020 (9 years 11 months)

Built and maintained custom e-commerce platforms for SMEs and retail businesses, including payment gateway and REST API integrations. Developed CMS-driven websites using WordPress, Joomla and Magento.