Landmark Group

Transforming Digital Retail Experience

Retail & Ecommerce Product Manager

Led Landmark Group’s most critical digital retail initiatives, driving strategy, experience design, engagement, and technology across all brands.

Retail

Challenge

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:

Building a Digital Competency
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.
Establishing a Mobile-First Strategy
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.
Enabling Ecommerce in an Emerging Market
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.
Centralising Technology & Data
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.

Response

As the third hire into Landmark Group’s newly formed digital team, Adeeb Khan was entrusted with shaping and executing a centralised digital strategy to transform the Group’s approach to Ecommerce and customer engagement. Responsible for defining a holistic approach, he led initiatives that focused on building a centralised digital competency, establishing a mobile-first and responsive design framework, deploying scalable technology solutions, and aligning brand identity across all digital touchpoints.

Transformation & Value Creation

A comprehensive strategy was executed, focusing on centralised digital competency, mobile-first execution, scalable technology, and brand alignment.

CxO Leadership & Strategic Alignment
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.
Digital Organisational Growth
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.
Design Leadership & Systemisation
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.
Enhanced Brand Loyalty
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.
Omnichannel & Data Retail
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.
Ecommerce Data Architecture
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.
Sales Funnel Optimisation
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.
Performance Management & KPI Monitoring
Defined key performance indicators (KPIs) such as conversion rate, Average Order Value (AOV), Customer Lifetime Value (CLV), and Return on Ad Spend (ROAS). Leveraged SEO and analytics to achieve a 15% increase in repeat transactions and an 18% uplift in AOV.
Cross-Channel Campaign Performance
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.
Traffic Growth & Engagement
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.
Keyword Ranking & SEO Optimisation
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.
Technology Leadership
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.
Responsive Experiences
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.

Conclusion

This engagement established Landmark Group as a digital pioneer in the Middle Eastern retail sector, creating a scalable, centralised digital competency that reinforced brand consistency, improved mobile engagement, and enabled data-driven decision-making. By setting high standards for design, technology, and customer experience, the project significantly enhanced digital engagement, strengthened customer loyalty, and positioned Landmark Group for long-term growth in an increasingly digital-first landscape.

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Compliance & Quality Management
    • Quality Control (QC)
  • Cybersecurity
    • Penetration Testing
    • Role-Based Access Control (RBAC)
  • Data & Insights
    • Data Analytics & Insights
    • Data Architecture
    • Data Governance
  • Experience Design
    • A/B Testing
    • Design Systems
    • Feedback Loops
    • Interaction Design (IxD)
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • Usability Testing
    • User Research
  • Operations & Process Optimisation
    • Agile Methodologies
    • Department Management
    • Digital & Collaboration Tools
    • Hiring & Interviewing
    • Kanban
    • Lean
    • Line Management
    • Operating Models
    • Profit & Loss (P&L)
    • Project Management
    • Resource & Capacity Planning
    • Risk Management
  • Strategy & Product Management
    • Digital Transformation
    • Go-To-Market Strategy
    • Innovation
    • Lean Canvas
    • OKRs & KPIs
    • Performance Measurement & Analytics
    • Problem Statement
    • Product Feature/Enabler Tree
    • Product Lifecycle Management
    • Product Strategy
    • Release Planning
    • Strategic Partnerships & Alliances
    • Strategic Planning
    • Strategic Roadmap
  • Technology
    • Cloud Infrastructure & Platforms
    • Data Engineering & Big Data Platforms
    • DevOps & Continuous Integration/Delivery (CI/CD)
    • Front-End Frameworks
    • Monitoring & Logging
    • Responsive & Adaptive Design
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • Angular
  • Google Analytics
  • InVisionApp
  • Managed Cloud Hosting
  • Managed Support
  • Responsive Design
  • SAP Hybris
  • Websites & Content Management Systems