Muneeb S.
Digital Business Optimisation Lead
Notable Highlight
CRO Manager who improved conversion rates up to 34% for B2B and eCommerce clients through end-to-end A/B testing and funnel analysis using GA4, Hotjar, and VWO.
Experience Summary
is a Conversion Rate Optimization (CRO) and Digital Optimization professional with 7+ years of experience driving growth across eCommerce, lead generation, and digital customer acquisition funnels. His background combines experimentation strategy, behavioral analytics, user journey optimization, web analytics, and data-driven decision-making, with experience spanning agency environments, large-scale media organizations, and eCommerce businesses. Currently serving as Digital Business Optimization Lead at SCCA, Muneeb leads end-to-end experimentation programs for B2B and eCommerce clients, designing and executing A/B testing roadmaps using platforms such as VWO and Convert. He leverages quantitative and qualitative research methods, including GA4, Hotjar, session recordings, funnel analysis, and customer behavior insights, to identify friction points and drive measurable conversion improvements. Previously, at HU, he worked across multiple eCommerce properties and subscription funnels, partnering with product, customer experience, and marketing teams to improve conversion rates, optimize user journeys, enhance site performance, and develop data visualization dashboards. His experience also includes hands-on frontend optimization, technical analysis, and UX-focused experimentation across large-scale digital publishing and commerce environments. Earlier in his career, Muneeb worked as an Amazon Marketplace Growth Strategist, where he managed product launches, conversion-focused listing optimization, PPC campaigns, inventory forecasting, and marketplace growth strategies across Amazon US and EU. This combination of CRO, analytics, eCommerce operations, and acquisition experience provides him with a holistic understanding of the full customer journey from acquisition through conversion.
Key Achievements
- Brought 7+ years of experience across CRO, eCommerce optimization, analytics, and experimentation. - Improved conversion rates by up to 34% through structured A/B testing and experimentation programs. - Reduced funnel drop-offs by 20% through behavioral analysis and customer journey optimization. - Built and implemented CRO automation frameworks integrating AI-assisted analysis, behavioral psychology, and testing methodologies. - Led experimentation initiatives across multiple HU eCommerce brands, contributing to significant year-over-year conversion growth. - Improved website performance by 35% and increased SEO rankings through technical optimization and site audits. - Managed and optimized 100+ web pages while ensuring UX consistency and conversion-focused improvements. - Successfully launched and scaled Amazon brands across US and EU marketplaces, optimizing listings, PPC performance, and conversion rates. - Developed executive-level KPI dashboards and reporting systems using GA4, Looker Studio, and BigQuery. - Awarded eCommerce Optimiser of the Year (2025) by the Lahore Chamber of Commerce and Industry (LCCI).
Skills
Work Experience
Digital Business Optimisation Lead
SCCA · Remote · Jan 2024 – Present
- Designed and executed end-to-end A/B tests using Convert and VWO, improving conversion rates across key funnels by up to 34% for B2B and eCommerce clients.
- Conducted deep funnel analysis using GA4, Hotjar, and Looker Studio dashboards, uncovering friction points that led to a 20% reduction in drop-offs in cart and lead generation stages.
- Collaborated closely with product, design, and marketing teams to restructure landing pages, optimize CTA placements, and refine messaging based on quantitative and qualitative insights.
- Built a reusable CRO automation framework using HubSpot, integrating AI-assisted heuristics, user psychology principles, and behavioral data to scale testing velocity and impact.
- Leveraged tools including Click-up, Figma, GTM, HTML, and custom JavaScript to prototype and implement experiments without heavy developer dependency, enabling faster iteration and validation cycles.
Senior eCommerce Optimisation Executive
HU · London, UK · Jan 2022 – Dec 2024
- Led experimentation programs with the Optimization Head across multiple eCommerce funnels, generating significant year-over-year increases in conversion rate through targeted A/B tests.
- Collaborated with Product, CX, and DM teams to generate insights from customer behavior and operational data using GA4, Glass Box, and in-depth research of consumer psychology and market trends.
- Created and maintained comprehensive KPI dashboards on GA4 and Looker Studio for various brands and marketing channels.
- Conducted technical web analysis of 100+ pages and established SEO benchmarks, enhancing website ranking by 7 points and speed by 35%.
- Oversaw complete frontend management of Hea. Magazines' eCommerce platforms built on Magento, ensuring all updates were performance-optimized, UX-consistent, and conversion-focused.
Amazon Marketplace Growth Strategist
AT · Lahore, PK · Jan 2018 – Dec 2020
- Led end-to-end Amazon brand launches—from in-depth product research and competitive analysis to supplier sourcing, branding, and go-to-market execution across Amazon US and EU marketplaces.
- Developed conversion-optimized product listings with keyword-rich SEO, compelling copy, and high-converting A+ content, driving visibility and improving organic ranking and CTR.
- Managed PPC campaigns and ad funnels (Sponsored Products, Brands, and Display), optimizing bids and budgets using performance data to scale profitably and lower ACoS.
- Oversaw full account operations, including inventory forecasting, seller metrics, review generation, and compliance—ensuring sustainable growth and account health across categories.