Ali Khelil

About

Planning Account Director on the Google account at WPP (GroupM), specialising in large-scale Direct Response campaigns across global markets on SA360, DV360, programmatic and Performance Max. Brings five years of in-house performance marketing leadership across e-commerce, healthcare and B2B, including a track record of 319% revenue uplift and 31.4% conversion rate at £3.60 CPA on regulated lead generation.

Experience

• Planning Account Director (Contract) · GroupM (WPP)03-01-2026

  Planning Account Director on the Google account at WPP, specialising in large-scale Direct Response campaigns across global markets. Working across SA360, DV360, programmatic and Performance Max, coordinating with activation and client services teams and mentoring junior planners. •Plan and manage large-scale Direct Response campaigns across multiple markets on the Google account, delivering against commercial KPIs by coordinating media planning, activation and analytics teams. •Lead executive client reporting across SA360, DV360, GA4 and Demand Gen on the Google Marketing Platform stack, translating cross-platform and programmatic data into clear performance insight. •Coordinate with specialist activation, programmatic and analytics teams to deliver consistent multi-market execution against global account priorities. •Mentor junior planners and own data quality across master performance dashboards, protecting reporting accuracy across all client-facing outputs.

• Digital Marketing & Ecommerce Specialist · EMT Healthcare09-01-2025 – 02-01-2026

  Led multi-channel acquisition and digital performance for a UK healthcare distributor, owning e-commerce funnel optimisation, B2B lead generation and retention workflows. Executed campaigns across paid media, SEO and CRM systems while maintaining strict regulatory compliance. •Owned end-to-end e-commerce & multi-channel marketing campaigns across paid search, email and social; prioritised high-impact growth opportunities to deliver measurable uplifts in traffic quality and member engagement. •Built and optimised automated email/CRM workflows to scale retention and repeat revenue, managing partner onboarding with targeted marketing collateral and brand-consistent digital communications. •Architected the GA4 and UTM tracking infrastructure to audit on-site performance gaps, eliminate attribution blindspots and maximise campaign visibility. •Executed on-site SEO optimisation programmes (SEMrush, technical fixes, keyword targeting) and produced compliant digital assets/copy tailored for regulated healthcare advertising.

• Performance Marketing Manager · WeTapMedia2020 – 2025

  •Drove 319% revenue uplift (£25k → £104k monthly) for an e-commerce client through paid media restructure and conversion funnel rebuild •642% increase in inbound enquiries by reallocating spend toward higher-intent demand and cutting low-efficiency channels •Delivered a 31.4% conversion rate at £3.60 CPA on a regulated healthcare lead generation campaign (GA4 and GTM verified) •Grew B2B organic visibility by +235% (1,058 → 3,601 ranking keywords) via SEMrush-tracked SEO programme •Owned GA4, GTM and UTM tracking infrastructure; built and optimised email and CRM workflows in HubSpot and Mailchimp

Education

• University of SalfordBachelor of Engineering (Honours), Mechanical Engineering

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