Professional Experience

Professional Profile

Asif’s Experience

Focused on ecommerce growth and digital marketing & implementations, with successful user adoptions across all digital platforms. Experience working with audience market segmentations to drive growth by utilizing data driven analytics.

Favorite quote: “Some people, look at the way things are, and ask why? Others, dream of things that never were and ask, why not?”

Leading by Example

  • Ecommerce: Driving over $1.3 billion in digital (ecommerce) sales
  • BI & Analytics: Leveraged data with Tableau, to drive business insights and develop strategies which generated action points that produced increased revenue and performance improvements. Experienced in Google Analytics, SweetIQ and Klaviyo
  • Digital Marketing: Increased customer engagement of digital presence, via search (SEO/SEM), display and content, on Google, Instagram, Facebook, YouTube and Yelp
  • Project Management: Acted as chair of steering committees, leading internal and external (including off-shore) cross functioning teams to successfully manage projects, ensuring on time delivery and most importantly successful user adoption


  • Strategic thinker
  • Providing insights, recommendations and direction
  • Project delivery – on time and on budget
  • Defining marketing activities using audience insights
  • Identifying market opportunities
  • Adaptable and flexible to changing market conditions

Love a Challenge

  • Strong leadership profile
  • Highly organized with ability to adapt to quickly changing priorities
  • Strong collaborative skills, with business/IT/Cross functional teams
  • Ability to work well with all levels of senior management, CEO, CIO, CFO

Ecommerce Consultant

YM Inc., Toronto, ON 2017-2018

All things Digital, Including growth strategies, marketing and platforms. Multi banner operation (Canada and USA) Urban Planet, Suzy Shier, Bluenotes, Urban Kids, West49, Mandee’s, Annie Sez, Stitches, Sirens

Focus on driving digital on-line sales, streamlining marketing media and implementation of Shopify Plus

  • Assisted in successful migration from Magento > Shopify Plus
  • Implemented new digital reporting utilizing Tableau via connection to Shopify Data Warehouse
  • Lead collaboration with marketing agencies to develop social media campaigns on IG and FB
  • Responsible for implementation of Zendesk for 24/7/365 on-line chat
  • Developed marketing insights with SweetIQ platform
  • Implemented 24 hr. local delivery program within GTA area

Director, Digital Planning, Toronto, ON 2014-2017

Reported to the SVP, HBC Digital in New York City with direct communication with Digital Marketing, eCommerce Fullfillment Center, Merchandise and Site operations, Customer Call Center, Finance, and Profit Improvement Center

  • Developed financial plans and in-season forecasts for eCommerce division in partnership with Omni-channel marketing teams
    • Past 3 years exceeded plan with 60% annual growth in online demand
  • Provided marketing insights to HBC Marketing team
    • Used Google Analytics, CRM, Omiture, Microstrategy BIS application
  • Collaborated with Omni-channel Merchant teams in developing assortment and allocation strategies that aligned with the eCommerce objectives and total business strategy
    • Past 2 years, approx. 102 drop ship vendors were added
  • Managed the morning audit process for “One Day Sale” campaigns working with 18 different Cross Functioning teams, including Data Services, QA, Infrastructure, Merch Ops, Production, Content Marketing
    • Approx. 90%+ of the time, emails were deployed “on time” (prior to 7 AM) to over 3 million households in Canada
  • Managed Digital Operations team, which acted as a critical business contact and liaison connection among all departments of Omni channel store operations and service excellence
    • Assisted in implementation on new perfect pick warehouse system at DC
  • Managed, mentored and trained team of 6 planning managers, 2 planning associates and 2 planning assistants

Director of Business Intelligence/Analytics

Comark Inc. Toronto, ON (Ricki's, Bootlegger, Cleo) 2011-2014

Reported to the CEO/CFO – Responsibilities included improving processes within divisions, all leading to Improved efficiencies, increased productivity, and synergies among corporate cross-functional business units.

  • Led project team in providing merchandise divisions reporting tools to build dashboards with drill down and drill within analytical capabilities, leading to easy access to actionable data
  • Applied advanced techniques/automation, in data gathering to ensure site experiences that are personalized, data-driven, and optimized to generate long term customer loyalty
  • Successfully implemented Gerber’s PDM application, providing Buying department ease-of-use in managing assortment plans and receipts flow.
  • Designed, developed and implemented a merchandise distribution system application, which decreased time to create allocations by as much as 30%

Senior Group Planning Manager

Nygard International, Toronto, ON 2010-2011

Reported to The Chairman/CEO – Partnered with Peter Nygard, in revising company methodology and processes used for redeveloping the internally-developed NR5 merchandise system, including designing and implementing cluster plans, buying tables and product ranking

Product Director

Aritzia, Vancouver, BC 2009-2010

Reported to the President and GMM

  • Conducted an audit to determine if new planning software was a desired outcome

Senior Retail Business Consultant

TXT Maplelake Ltd., Toronto, ON 2007-2009

Reported to Director of Pre-sales, North America. Clients included: Lululemon, Lego and Aeropostale.

  • Responsible for implementation of planning, assortment, clustering and allocations solutions to corporate clients, leading to the satisfaction of client and end-users
  • Managed and steered business-requirement workshops
  • Supported the client in preparing for and completing their own internal-user acceptance testing and collaborated with the clients to ensure end-user community was satisfied with the solution and that the application delivered value to the process

Director of Planning/DMM

CMT Ltd., Toronto, ON (Urban Behavior, Costa Blanca, CBX/UB USA) 2005-2007

Reported to President and GMM

  • Divisional Merchandise Manager for the Canadian and USA Men’s division and in 2 years increased contribution of Men’s business from 7% to 20%
  • Consistently achieved above planned forecasts through introduction of new assortments, new merchandising directions and new pricing/promotion strategies
  • Presented document on need to create new Ecommerce division

Vice President of Planning

Steve Madden Ltd., New York City, NY 2000-2004

Reported to the CFO

  • Responsible for leading the planning team to develop and maintain merchandise and assortment plans (for all internal divisions and wholesale partners)
  • Assisted in the rollout of new Ecommerce division
  • Each quarter, participated in meetings with investment bankers to provide update on upcoming next season’s planning objections
  • Chaired meetings with wholesale partners including Target, Macy’s, Nordstrom’s, TJ Maxx, to establish assortment and merchandise plans

General Manager

Sherlock Clothing Ltd. Halifax, NS (Pseudo, Samuel & Co.) 1996-2000

Reported to the President/Owner