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I'm Mohsina Ahmad, a strategic marketing leader with 19+ years transforming media from a cost center into a high-efficiency growth engine for large-scale retail and financial organizations. I build full-funnel strategies that connect Traditional TV with Digital channels and leverage Marketing Mix Modeling (MMM) to isolate incremental ROAS (iROAS) and drive long-term brand trust. I’m a collaborative communicator who translates complex performance data into clear, actionable narratives for senior leadership and high-performing teams. As a trusted digital quarterback, I align internal stakeholders, agencies, and major CPG partners to execute cohesive marketing programs. I’ve led branded content for global brands like Nestle and IKEA, achieving an 86% trust rating through emotive storytelling and integrated communication, while driving measurable growth and brand equity across multi-location retail and financial portfolios.…I'm Mohsina Ahmad, a strategic marketing leader with 19+ years transforming media from a cost center into a high-efficiency growth engine for large-scale retail and financial organizations. I build full-funnel strategies that connect Traditional TV with Digital channels and leverage Marketing Mix Modeling (MMM) to isolate incremental ROAS (iROAS) and drive long-term brand trust. I’m a collaborative communicator who translates complex performance data into clear, actionable narratives for senior leadership and high-performing teams. As a trusted digital quarterback, I align internal stakeholders, agencies, and major CPG partners to execute cohesive marketing programs. I’ve led branded content for global brands like Nestle and IKEA, achieving an 86% trust rating through emotive storytelling and integrated communication, while driving measurable growth and brand equity across multi-location retail and financial portfolios.

Mohsina Ahmad

PRO

Growth Marketer, Brand Strategist, Marketing Strategist, +4

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I'm Mohsina Ahmad, a strategic marketing leader with 19+ years transforming media from a cost center into a high-efficiency growth engine for large-scale retail and financial organizations. I build full-funnel strategies that connect Traditional TV with Digital channels and leverage Marketing Mix Modeling (MMM) to isolate incremental ROAS (iROAS) and drive long-term brand trust. I’m a collaborative communicator who translates complex performance data into clear, actionable narratives for senior leadership and high-performing teams. As a trusted digital quarterback, I align internal stakeholders, agencies, and major CPG partners to execute cohesive marketing programs. I’ve led branded content for global brands like Nestle and IKEA, achieving an 86% trust rating through emotive storytelling and integrated communication, while driving measurable growth and brand equity across multi-location retail and financial portfolios.…I'm Mohsina Ahmad, a strategic marketing leader with 19+ years transforming media from a cost center into a high-efficiency growth engine for large-scale retail and financial organizations. I build full-funnel strategies that connect Traditional TV with Digital channels and leverage Marketing Mix Modeling (MMM) to isolate incremental ROAS (iROAS) and drive long-term brand trust. I’m a collaborative communicator who translates complex performance data into clear, actionable narratives for senior leadership and high-performing teams. As a trusted digital quarterback, I align internal stakeholders, agencies, and major CPG partners to execute cohesive marketing programs. I’ve led branded content for global brands like Nestle and IKEA, achieving an 86% trust rating through emotive storytelling and integrated communication, while driving measurable growth and brand equity across multi-location retail and financial portfolios.

Available to hire

Burnaby, Canada

I’m Mohsina Ahmad, a strategic marketing leader with 19+ years transforming media from a cost center into a high-efficiency growth engine for large-scale retail and financial organizations. I build full-funnel strategies that connect Traditional TV with Digital channels and leverage Marketing Mix Modeling (MMM) to isolate incremental ROAS (iROAS) and drive long-term brand trust. I’m a collaborative communicator who translates complex performance data into clear, actionable narratives for senior leadership and high-performing teams.

As a trusted digital quarterback, I align internal stakeholders, agencies, and major CPG partners to execute cohesive marketing programs. I’ve led branded content for global brands like Nestle and IKEA, achieving an 86% trust rating through emotive storytelling and integrated communication, while driving measurable growth and brand equity across multi-location retail and financial portfolios.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Paid Media Manager at Pattison Food Group (Save-On-Foods)

November 1, 2025 - Present

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.

Growth Marketing Manager at Vancity Credit Union

May 1, 2025 - October 1, 2025

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.

Marketing Manager at 7-Eleven Canada

May 1, 2019 - April 1, 2025

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).

Senior Strategist & Agency Lead at Magnify Digital Canada

February 1, 2017 - March 1, 2019

Owned a portfolio of 10-15+ digital marketing clients, acting as the primary strategic lead for client retention, satisfaction, and measurable ROI. Served as the strategic hub between clients (TELUS Storyhive, CBC, Cirque du Soleil) and internal execution teams to plan and deliver cohesive strategies. Led monthly/quarterly business reviews, created success roadmaps, and presented performance insights to senior stakeholders. Identified upsell opportunities, securing $100K in additional funding from TELUS Fund by developing a new impact measurement framework. Drove client growth with improved online conversions and revenue.

Director – Marketing at Publicis Media

July 1, 2014 - January 1, 2017

Designed data-driven digital marketing campaigns for BFSI, with a mid-funnel strategy for HDFC savings accounts driving significant LTV impact. Led branded content and experience strategy for Nestle, IKEA, DBS Bank, Generali Insurance, and AIG. Spearheaded BASF branded content, achieving an 86% trust rating and a 25% increase in belief in sustainability through emotive storytelling and integrated communication.

Associate Vice President – Marketing at O4 Digital

March 1, 2013 - July 1, 2014

Head of the Multi-Channel Network (MCN), leading a team that built and managed 15+ YouTube channels, focusing on content optimization, subscriber growth, viewership, and cross-platform social media marketing.

Group Head – Business Development at WPP

April 1, 2012 - February 1, 2013

Designed and sold mobile video campaigns exceeding CAD 5 million in revenue within nine months, managing campaigns for Ford, Lufthansa, and Vodafone.

Senior Manager – Digital at EROS International Media

October 1, 2010 - April 1, 2012

Played a key role in building Eros Now, the company’s flagship OTT platform, including product planning, feature definition, and cross-functional execution to deliver a seamless streaming experience for global users.

Sr. Executive – New Media at STAR India Pvt. Ltd. (Disney)

May 1, 2006 - September 1, 2010

Managed digital and social media marketing for Star India’s prime channels and contributed to the growth of Hotstar, the company’s OTT platform, helping scale digital presence across key properties.