Mohsina Ahmad

Architected a long-term roadmap to shift media from an outsourced cost center to a high-efficiency internal growth driver for Western Canada’s largest food provider. Led the transition toward Marketing Mix Modeling (MMM) to measure Incremental ROAS (iROAS) and statistically isolate true marketing lift from base sales. Developed a Proxy ROAS model using Store Visit data, demonstrating an 8.0x ROAS on Search/PMax and influencing senior leadership on budget reallocations. Managed end-to-end execution across Search/PMax, DV360, Pinterest, and Meta for a 9+ brand portfolio.

Spearheaded go-to-market strategies for the Visa and Everyday Banking portfolios, aligning product, sales, and marketing teams to drive member adoption. Orchestrated a targeted Visa upgrade campaign, increasing upgrade rate from 3% to 7% (+133% lift). Launched the 'Visa Welcome Offers' campaign, achieving a 10% YoY improvement in new card activations within the first 90 days. Collaborated on the 2026 portfolio roadmap, ensured marketing feasibility for future launches, and led digital transformation to improve Online Account Opening conversions, reducing abandoned applications by 20%. Mentored a team of two Marketing Specialists.

Owned traditional and digital media budget and end-to-end performance marketing strategy across Google Ads (SA360/PMax), DV360, Paid Social, and YouTube for food and CPG portfolios with a budget exceeding $11M annually. Drove $700K–$800K in monthly attributed sales by overseeing technical SEO and an extended web strategy for 550+ store pages. Partnered with analytics to measure TV efficacy and ensure offline/online metrics were integrated into MMM frameworks for capital allocation. Served as the digital quarterback between internal stakeholders and external partners, leading GTM campaigns (e.g., Chicken Sandwich Conquest) and the Celsius launch. Managed co-op campaigns and influencer partnerships with brands like Pepsi, Coke, and Red Bull, and led 3rd-party esports and gaming collaborations with YoY growth; oversaw internal/external creative development with strong engagement metrics (high CTR and VCR).