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I'm Farah Abbas, a digital marketing leader with 10+ years of experience across Coles, Disney, Woolworths, Amobee and Amnet. I specialize in developing and executing paid performance strategies across Display, Social, Video, Search and programmatic channels, driving measurable outcomes such as subscriptions, CPA targets, and revenue growth. I thrive in cross-functional teams, working with analytics to build 1st party audiences, and partnering with ad tech providers. I hold an MBA from RMIT and a Bachelor in Media & Communications from Swinburne, and I'm passionate about turning data into growth opportunities. I'm open to freelance or permanent roles.…I'm Farah Abbas, a digital marketing leader with 10+ years of experience across Coles, Disney, Woolworths, Amobee and Amnet. I specialize in developing and executing paid performance strategies across Display, Social, Video, Search and programmatic channels, driving measurable outcomes such as subscriptions, CPA targets, and revenue growth. I thrive in cross-functional teams, working with analytics to build 1st party audiences, and partnering with ad tech providers. I hold an MBA from RMIT and a Bachelor in Media & Communications from Swinburne, and I'm passionate about turning data into growth opportunities. I'm open to freelance or permanent roles.

Farah Abbas

Digital Marketer, Social Media Manager, Marketing Consultant, +7

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I'm Farah Abbas, a digital marketing leader with 10+ years of experience across Coles, Disney, Woolworths, Amobee and Amnet. I specialize in developing and executing paid performance strategies across Display, Social, Video, Search and programmatic channels, driving measurable outcomes such as subscriptions, CPA targets, and revenue growth. I thrive in cross-functional teams, working with analytics to build 1st party audiences, and partnering with ad tech providers. I hold an MBA from RMIT and a Bachelor in Media & Communications from Swinburne, and I'm passionate about turning data into growth opportunities. I'm open to freelance or permanent roles.…I'm Farah Abbas, a digital marketing leader with 10+ years of experience across Coles, Disney, Woolworths, Amobee and Amnet. I specialize in developing and executing paid performance strategies across Display, Social, Video, Search and programmatic channels, driving measurable outcomes such as subscriptions, CPA targets, and revenue growth. I thrive in cross-functional teams, working with analytics to build 1st party audiences, and partnering with ad tech providers. I hold an MBA from RMIT and a Bachelor in Media & Communications from Swinburne, and I'm passionate about turning data into growth opportunities. I'm open to freelance or permanent roles.

Available to hire

I’m Farah Abbas, a digital marketing leader with 10+ years of experience across Coles, Disney, Woolworths, Amobee and Amnet. I specialize in developing and executing paid performance strategies across Display, Social, Video, Search and programmatic channels, driving measurable outcomes such as subscriptions, CPA targets, and revenue growth.

I thrive in cross-functional teams, working with analytics to build 1st party audiences, and partnering with ad tech providers. I hold an MBA from RMIT and a Bachelor in Media & Communications from Swinburne, and I’m passionate about turning data into growth opportunities. I’m open to freelance or permanent roles.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Arabic

Fluent

Work Experience

Digital Marketing Manager at Coles

July 1, 2020 - August 1, 2021

Led the digital marketing strategy and channel budgeting for Coles Financial Service Products; oversaw external creative and media agencies; managed end-to-end campaigns across Paid Search, Display, Social, Video, YouTube and Affiliate channels; collaborated with analytics to develop 1st party audience segmentation and activation across platforms.

Digital Performance Marketing Manager at The Walt Disney Company (Disney)

September 1, 2021 - August 1, 2023

Developed paid performance strategies and analyzed performance across Display, Social, Video, Affiliates and Search; budgeting and forecasting for subscription targets; provided optimization insights to meet CPA goals; led Disney+ website messaging and testing agenda to maximize conversions; produced testing framework adopted worldwide across Disney+ regions.

Client Solution Manager Retail Key Accounts at TikTok

January 1, 2024 - Present

Acted as TikTok consultant growing client relationships across key retail advertisers (e.g., adidas, Coles, Kmart, Priceline, Bunnings, Target, Officeworks, Flybuys); led sales pitches; managed responses to briefs and media plans; analyzed campaign performance and provided optimization recommendations; conducted quarterly business reviews; developed measurement and A/B testing plans including MMM; educated clients on TikTok ad solutions; ensured smooth campaign execution and pixel/events API setup.

PROGRAMMATIC LEAD at Woolworths Group (Dan Murphy's)

August 1, 2018 - July 1, 2020

Lead media buying across Display, Video, Social, Search & other channels, using Google Stack, utilising both 1st & 3rd party data. Plan digital strategies and execute campaigns to surpass KPIs. Manage junior members of the media team, prepare regular performance & insights reports, create first party audiences within DMP, and foster partnerships with Ad Tech providers, data/audience providers & publishers.

Campaign Executive at Amnet

July 1, 2016 - August 31, 2018

Managed 60 Tier 1 campaigns, ensuring delivery and optimisations to exceed client KPIs. Presented quarterly campaign findings and success factors to end clients and led agency meetings to share knowledge.

Freelance Digital Marketing Consultant

January 1, 2025 - Present

Freelance digital marketing consultant roles, while managing critical family commitments.

Programmatic Lead at Woolworths Group

August 1, 2018 - July 1, 2020

Led media buying across Display, Video, Social, Search and other channels using Google Stack; leveraged 1st & 3rd party data to maximise revenue and profitability. Planned and executed digital strategies across campaigns, exceeding KPIs. Managed junior team members; prepared regular performance & insights reports; created 1st party audiences within DMP; fostered partnerships with ad tech providers, data/audience vendors and publishers.

SNR Campaign Executive at Amnet

July 1, 2016 - August 1, 2018

Managed 60 Tier 1 campaigns simultaneously—delivery and optimisations; provided campaign optimisations, reports and insights; led agency meetings and built strong relationships with agency peers, sharing knowledge.

Campaign Delivery Manager at Amobee

January 1, 2015 - July 1, 2016

Managed 50 Tier 1 campaigns simultaneously—delivery and optimisations; provided clients with optimisations, reports and insights; reconciled billing figures for client, tech and publisher invoicing.

Media Planner at Zenith Optimedia

February 1, 2010 - March 1, 2013

Liaised with clients and executed media planning for offline campaigns, booking advertising spots across offline channels based on target audience. Reported on TV, press, radio and OOH campaigns' performance.

Client Solutions Manager, Retail Key Accounts at TikTok

January 1, 2024 - December 1, 2024

Act as TikTok consultant growing client relationships across key retail advertisers such as adidas, Coles, Kmart, Priceline, Bunnings, Target, Officeworks, Flybuys, Onepass, among others. Led sales pitches and managed briefs & media plans to deliver client objectives. Analyzed campaign performance and provided recommendations to improve results and unlock revenue; conducted quarterly business reviews. Developed measurement and A/B testing solutions plans for clients, including MMM tracking. Served as external product expert, educating clients and agencies on TikTok ad solutions & best practices. Collaborated with cross-functional teams to ensure smooth campaign execution and pixel/events API setup.

Digital Performance Marketing Manager at Disney

September 1, 2021 - August 31, 2023

Develop paid performance strategies and analyze performance across Display, Social, Video, Affiliates & Search for Disney+; budgeting & media planning, setting investment levels and allocating by channel; forecast daily to quarterly subscription targets; provide optimization insights to meet CPA goals; lead Disney+ Website & SEO messaging and testing agenda; assist in paid media assets creation & optimization.

Senior Campaign Executive at Amnet

July 1, 2016 - August 31, 2018

Managed 60 Tier 1 campaigns across global agencies; delivered and optimized campaigns to exceed KPIs; provided detailed campaign reporting and optimization recommendations; presented quarterly findings to end clients to identify revenue uplifts; led agency meetings and shared knowledge with peers.