Shiraz Ashraf

Managed the R&S website via CMS, building interactive pages and collaborating with IT on a scalable website architecture blueprint that accelerated content deployment. Coordinated cross-departmental content publishing workflows, reviewing pages for accuracy before go-live and eliminating bottlenecks from unstructured sign-off processes. Monitored website performance via Google Analytics, tracking page speed, broken links, and landing page metrics to proactively flag issues before they affected campaign performance.

Ran systematic A/B tests on CTAs, ad copy, and page content via HubSpot and Google Analytics, improving conversion rates and aligning funnel-stage messaging from ad click through to enrollment. Configured dynamic Eloqua forms with automated lead routing by region and course interest, improving sales follow-up accuracy by 25% and strengthening paid acquisition ROI. Conducted competitive benchmarking across major Indian EdTech players, translating insights into campaign optimisations that supported year-on-year paid channel performance.

Executed multi-channel campaigns through Eloqua, monitoring CTR, conversion rates, and cost-per-lead to continuously optimise performance across active channels. CRM audience segmentation by demographics, course interest, and lead source for precise targeting across paid and organic campaigns. Collaborated with UX and product teams to optimise landing pages based on user behaviour data, improving conversion for inbound traffic from paid channels.