Shahzeb Abbasi
Senior Marketing Manager @CIBC
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WORK HISTORY
Senior Marketing Manager @CIBC
Toronto, ON, CA
Lead marketing strategy and own full-funnel strategy, acquisition performance, annual planning, and GTM execution across multiple portfolios including deposits, investments and Cross-border banking. Currently leading enterprise marketing planning and strategy for CIBC’s Investor’s Edge platform and Business Banking suite, two core priority growth engines for the bank.Responsibilities:Marketing Strategies and Plans: Build and execute full-funnel acquisition strategies, improving conversion efficiency through audience insights, behavioural triggers, and conversion optimization. Define and refine target segments for DIY investors, active traders, switchers, entrepreneurs, and small-business owners, partnering closely with Analytics, Client Strategy, and Product teams. Build benefit-led, insight-driven briefs that enables creative development across all touchpoints, ensuring brand consistency, message clarity, and seamless cross-channel storytelling.Research and insights: Work closely with the Consumer Insights team to identify target audience segments, industry trends, and opportunities to build strategic briefs for agency partners and customer journeys for activation across the entire marketing funnel. Collaborate with Product lead to cultivate insights from business data to identify trends and opportunities to build consumer-centric product promotions. Paid media: Manage a $12MM paid media budget and manage spending across digital, social, SEM, video, OOH, sponsorships, and content to accelerate acquisition and improve ROAS. Email marketing: Managing several high-impact direct marketing (email) campaigns for savings, investment, and Visa Debit that have exceeded Open Rates and Click-through benchmarks.
EDUCATION
Institute of Business Management
MBA, Marketing
Institute of Business Management
BBA, Business Administration and Management, General
SKILLS
ABOUT SHAHZEB ABBASI
Results-driven Senior Marketing Leader with 15+ years driving revenue growth and market expansion across financial services, telecommunications, and consumer goods industries. Proven track record of building and executing integrated marketing strategies recently generating $1.2B+ in new business balances and delivering double digit growth in key performance metrics. Expert in leading cross-functional teams, managing multi-million-dollar budgets, and leveraging data analytics to optimize campaign performance and customer acquisition. CORE COMPETENCIESStrategic Leadership•P&L Management & Budget Optimization • Cross-Functional Team Leadership • Stakeholder Relationship Management • Go-to-Market Strategy DevelopmentMarketing Expertise•Integrated Campaign Management • Customer Lifecycle Marketing • Brand Positioning & Messaging Technical Proficiency•Salesforce Marketing Cloud (SFMC) • Google & Adobe Analytics • Project Management tools - Workfront & AsanaChannel Management•Digital Marketing (SEM/SEO, Social, Programmatic) • Email Marketing & Direct Response • Traditional Media (OOH, Print, Radio) • Content Marketing & Brand StorytellingContact:+16•••••••85Email: a••••••••@gmail.com
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