Led Landmark Group’s most critical digital retail initiatives, driving strategy, experience design, engagement, and technology across all brands.
By 2011, Landmark Group faced a critical need to overhaul and centralise its digital capabilities across its brands, building a foundation for Ecommerce in a region where digital retail was still emerging.
With limited regional infrastructure and consumer familiarity with online shopping, Landmark aimed to establish an advanced Ecommerce ecosystem that could drive digital transformation across the Group and capture new market potential.
Key challenges included:
Landmark Group lacked a unified digital framework across its brands, leading to inconsistencies in execution and a fragmented customer experience. A comprehensive digital strategy was essential to standardise best practices across the Group and elevate its overall digital maturity.
As mobile usage surged, particularly in the Middle East, Landmark’s digital channels needed a transformation to deliver optimised, high-quality experiences across devices. An effective mobile-first strategy was critical to engaging a mobile-centric customer base.
With limited digital infrastructure and a consumer base that was still new to Ecommerce, Landmark faced the challenge of implementing a scalable online retail model. This required a major organisational shift, building digital capabilities from technology to customer support and reshaping operations to support a seamless, secure online shopping experience.
To enable data-driven decision-making and streamline digital operations, Landmark required a centralised and scalable technology infrastructure. The fragmented systems in use across brands and regions needed integration into a unified data architecture to facilitate real-time insights, cross-channel analytics, and Ecommerce scalability.
As the third hire into Landmark Group’s newly formed digital team, Adeeb Khan relocated to Dubai to shape and execute a centralised digital strategy, transforming the Group’s retail and Ecommerce channels.
Tasked with building a scalable and future-ready foundation, he spearheaded initiatives that prioritised mobile-first principles, unified digital experiences across all brands, and streamlined operations.
A customer-centric, mobile-first strategy was developed from the ground up, anchored in a scalable design system and reusable components. Under the hood, the technology stack was architected to support both Ecommerce and non-Ecommerce websites seamlessly, leveraging SAP Hybris, Oracle Warehouse Management, and Oracle Retail Merchandising to enable and maintain over 15 digital channels.
During the engagement, Adeeb Khan was appointed as the design and experience lead, working alongside the department head to oversee and approve all user experience initiatives, ensuring alignment with the overarching digital vision.
Collaborated with Landmark’s brand CEOs to unify digital strategies, securing buy-in for a cohesive vision and driving cross-brand alignment. This alignment accelerated decision-making, enabling smoother execution and centralising the Group’s digital competencies.
Grew the digital team from 3 to 60 within 18 months, strategically hiring across key functions including design, content, technology, customer support, and product management. This rapid expansion enabled Landmark to execute its ambitious Middle Eastern digital strategy.
Appointed experience lead to established a scalable, multilingual design system with internal teams and agencies like Huge, reducing design fragmentation by 40% and enhancing brand identity across channels. This initiative standardised design practices across all brands, supporting consistent user experiences.
Strengthened brand sentiment by 30% through interactive content, personalised responses, and integration with the Shukran loyalty programme. This drove long-term loyalty across Landmark Group brands, creating cohesive, personalised customer engagement.
Developed a data-centric omnichannel strategy by integrating insights from in-store promotions, loyalty programmes, and mobile app usage. This resulted in a 40% increase in digital channel traffic, improving customer retention and lifetime value.
Led architectural decisions and coordinated in-house and external teams across frontend, backend, testing, and infrastructure, establishing a scalable tech stack to support rapid growth and seamless digital experiences.
Architected a centralised data model integrating SAP Hybris, Oracle Warehouse Management, Oracle Retail Merchandising, and multiple brand channels. This enabled scalable Ecommerce operations, increasing daily orders from 50 to over 35,000 and providing real-time inventory and sales insights for faster, data-backed decision-making.
Led data-driven strategies to enhance the sales funnel, employing A/B testing and tailored customer journeys. This optimisation increased conversion rates by 28% and reduced abandonment rates, boosting engagement and customer satisfaction.
Defined and implemented key performance indicators (KPIs), including conversion rate, Average Order Value (AOV), Customer Lifetime Value (CLV), and Return on Ad Spend (ROAS). Leveraged SEO and analytics insights to achieve a 15% increase in repeat transactions and an 18% uplift in AOV.
Deployed a fully responsive design framework for mobile, tablet, and desktop, optimising the user journey and achieving a 35% increase in mobile engagement and a 22% improvement in session duration.
Supported multi-channel marketing initiatives using insights from Google Analytics and SEO. Refined social media, email, and search strategies leading to a 30% increase in daily traffic, maximising customer acquisition and engagement through enhanced content and search visibility.
Increased organic traffic by 45% YoY through targeted keyword strategies and technical SEO improvements. Enhanced session duration by 30% and reduced bounce rate by 20%, significantly improving user engagement.
Achieved top 10 rankings for 30 competitive keywords within six months, positioning Landmark as an authority in Ecommerce, fashion, and lifestyle. This drove targeted visibility and customer acquisition across the Group’s digital properties.
Strategic, leadership and technical competencies applied to this engagement.
Platforms, systems, and technologies involved.
This engagement established a scalable and centralised digital competency for Landmark Group, setting new benchmarks in a region where digital, mobile, and Ecommerce were still in their infancy. The Digital Team’s collective efforts significantly enhanced capabilities across all channels, improving digital engagement, strengthening customer loyalty, and positioning the Group for sustained growth in an increasingly digital world.
Receiving the first Ecommerce order symbolised a pivotal milestone, showcasing Landmark Group’s readiness to compete and thrive in digital retail.
