Portfolio Raja Muhammad Shoaib

 

Digital Marketing & SEO Specialist | Social Media Strategist | Google & Meta Certified | YouTube Growth Expert  Empowering Brands with Data-Driven Results

🎓 Education

·         M.Phil. Sociology, University of Management and Technology – 2021

·         MSc Gender Studies, University of the Punjab – 2010

·         B.Com, Govt. College of Management Science, Mansehra – 2004

·         D.Com, Emerson College of Management Sciences, Abbottabad – 2002

Managed Abbottabad Property And Digital Marketing Concern

Digital Marketing Concern

Abbottabad Property

Digital Marketing Specialist – SEO & Paid Ads Expert

Digital Media Trends (DMT), Lahore
June 2023 – Todate (2 years, 3 months)

• Optimized Google Ads campaigns for international clients across Search, Display, YouTube (Funnel Ads), Shopping, Call-only, and PMAX.
• Developed and executed Meta (Facebook & Instagram) ad campaigns, including pixel integration, retargeting funnels, and sales-driven ad sets.
• Conducted in-depth keyword research, SEO audits, and competitor analysis to identify strategic growth opportunities.
• Collaborated with designers and marketing teams to create compelling, brand-aligned ad copy and creative assets.
• Led A/B testing for ads, landing pages, and bidding strategies to improve conversion rates and reduce CPA.
• Used Google Analytics, SEMrush, and Ahrefs for performance tracking, reporting, and optimizations.
• Developed and maintained monthly content calendars and coordinated with clients on feedback, revisions, and campaign direction.
• Delivered detailed reports on campaign KPIs including impressions, CTR, CPC, conversions, and ROI.
• Stayed up-to-date with Google and Meta algorithm updates, ensuring ad strategies remained effective and compliant.

Updated Skills

✅ Google Ads (Search, Display, YouTube, PMAX, Shopping, App, Call-Only)
✅ Meta Ads Manager (Facebook + Instagram)
✅ Sales Funnel Management (Meta & Google)
✅ Keyword Research & SEO Audits
✅ On-Page & Off-Page SEO
✅ Content Strategy & Ad copy
✅ Web Analytics (Google Analytics, Looker Studio)
✅ SEO & Ad Tools: SEMrush, Ahrefs, Google Search Console
✅ A/B Testing & Conversion Optimization
✅ Landing Page Optimization and Experiment on Google ads
✅ Team Collaboration & Client Communication

Visiting Lecturer (Sociology & Gender Studies)

Various Institutions | Lahore
April 2019 – Present
Institutions:

·         Bahria University, Lahore Campus (Feb 2025 – August 2025)

·         University of Management and Technology (Nov 2022 – August 2025)

·         University of the Punjab, Department of Gender Studies (Apr 2019 – Dec 2021)

Courses Taught:

·         Gender Studies | Women in Distress

·         Medical Sociology | Civics & Community Engagement

·         Research Methods

✨ Blended academic insight with real-world social trends. Emphasized critical thinking, gender equity, and media literacy in coursework.

Project Manager – Media & Outreach

Women Workers Help Line – Lahore, Pakistan
Apr 2011 – Sep 2017

·         Managed social media and donor-focused print campaigns.

·         Coordinated media outreach and executed gender equity programs.

·         Developed detailed reports for stakeholders and donors.

·         Oversaw program implementation, team coordination, and funding acquisition campaigns.

📚 Research & Publications

·         Evolving Gender Dynamics: Insights from Pakistani Professional Couples, 2023

·         Gendered Social Capital Guiding Women Career Planning, PRJAH, 2021

·         Google Scholar Profile

 

🎤 Conferences Attended.

·         Int’l Conference on Gender Studies – “Transformations in Global Gender Identities” (2021)

·         TESOL Open Conference – Attendee (2021)

·         National Women’s Studies Conference, Maryland University (2017)

·         Guest observer during academic exchange at Arizona State University, USA

Certifications & Training

·         Social Media Marketing  DMT Lahore 2021

·         Advance Google Ads Course 2021.

·         Google Ads Certification (Google & Coursera)

·          Udemy: Complete Digital Marketing (27 Courses in One) (Feb - March 2025)

·         Udemy Youtube Ads Training (August 2025)

·          Ultimate Digital Marketing Master Class of Social Media (2024)

·          SEO & Search Engine Optimization – University of Management and Technology

·         (2021)

·          Advanced SEO & Social Media Marketing – Digital Media Trends, Lahore

·          Keyword Research - SEMrush Academy Online Course