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This page showcases my digital marketing projects, including work in SEO, social media marketing, marketing analytics, content strategy, email marketing, and graphic design.
SEO & Web Optimization
SEO Site Audit-Rideau Tours
SEO Site Audit-Rideau Tours
Conducted a technical SEO audit of the Rideau Tours website to evaluate on-page SEO, website performance, and search visibility. Analyzed factors such as title tags, meta descriptions, internal linking, broken links, and Core Web Vitals. Based on the findings, I developed SEO recommendations to improve content strategy, keyword optimization, and local SEO performance.
Tools used: SEObility, Siteimprove, Google PageSpeed Insights, WordStream.
Gardeners_Core_Web_Vitals_Presentation_Ahmed_Jarif.pptxCore Web Vitals Performance Analysis – Gardeners.com
Core Web Vitals Performance Analysis – Gardeners.com
This presentation analyzes the Core Web Vitals performance of the Gardeners.com website to evaluate key factors affecting website speed, visual stability, and user interaction. The analysis focused on metrics such as Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS) to understand how the website performs across desktop and mobile environments. Based on the findings, the project identifies strengths and performance limitations and provides actionable technical recommendations aimed at improving page load performance, user experience, and overall search engine optimization.
On-Page SEO Analysis – Rideau Tours
On-Page SEO Analysis – Rideau Tours
This project involved conducting a detailed on-page SEO analysis of the Rideau Tours website to evaluate how effectively the site supports search engine visibility and user experience. Using SEObility, SEMrush, and Google PageSpeed Insights, the analysis assessed key factors such as website structure, URL organization, internal linking, keyword optimization, page performance, and multimedia usage. The evaluation identified several technical and content-related issues affecting crawlability, indexing, and keyword clarity, providing a clear understanding of the site’s current SEO performance and areas requiring improvement.
SEO Optimization Strategy Report – Rideau Tours
SEO Optimization Strategy Report – Rideau Tours
Following the SEO analysis, this project focused on developing a structured SEO optimization strategy to improve the website’s organic search performance and online discoverability. Insights gathered from SEObility, SEMrush, and Google PageSpeed Insights were used to identify priority improvements related to metadata optimization, heading hierarchy, content expansion, image accessibility, and page speed performance. The report presented actionable recommendations aligned with the goal of increasing visibility for local tourism-related search queries and strengthening overall user engagement.
Social Media Marketing
This promotional graphic was designed for Nature’s Pet to advertise a 25% discount in celebration of National Pet’s Day. The design uses soft, neutral tones and playful paw-print elements to create a warm, friendly aesthetic that resonates with pet owners.
The layout strategically centers high-quality images of pets to evoke emotion and strengthen brand connection, while keeping the promotional message clear and easy to read. The call-to-action encourages website visits, supporting traffic generation and potential sales conversions.
This project highlights my ability to create visually engaging promotional content that combines emotional appeal, clear messaging, and brand-consistent design to drive customer engagement.
Ahmed_Jarif_MajorProject_Part2_Content.mp4This TikTok video was created as part of a short-form content strategy to increase brand visibility and position Bright Horizons Digital as a trusted marketing resource. The video delivers quick, actionable digital marketing tips in a concise and engaging format optimized for TikTok’s fast-paced algorithm.
The content focuses on simplifying marketing concepts for small business owners, using strong hooks, clear messaging, and mobile-friendly visuals to capture attention within the first few seconds. The goal was to drive engagement, build authority, and support organic reach through value-based content.
This project demonstrates my ability to create platform-specific video content aligned with audience behavior, brand positioning, and performance-driven social media strategy.
This carousel was designed for BrightHorizons to support social engagement and audience interest across social platforms. It presents key brand messages in a visually appealing, consistent format aligned with the brand’s style and communication goals.
The carousel uses clear visuals, concise copy, and strategic layout choices to drive user attention and encourage interaction. It was built with digital platforms in mind, optimized for mobile-friendly viewing and engagement on Instagram and Facebook.
This project showcases my ability to combine visual design with marketing strategy, reinforcing brand identity while creating content that supports reach, awareness, and audience engagement objectives.
Facebook Ad Post
This conversion-focused Facebook ad was designed to support a lead-generation campaign targeting small and medium-sized business (SMB) owners. The messaging emphasizes a clear value proposition — generating 30+ qualified leads per month without increasing ad spend — directly addressing common pain points around marketing efficiency and ROI.
The ad uses strong numerical framing, minimal copy, and a bold call-to-action (“Book a Free Strategy Call”) to drive urgency and action. Clean typography and strategic color contrast reinforce brand professionalism while maintaining visual clarity.
Objective: Increase inbound strategy call bookings
Target Audience: SMB owners seeking scalable marketing growth
Focus: Lead generation, value-driven messaging, and conversion optimization
Ahmed_Jarif_MajorProject_Part2_Presentation.pptxSocial Media Strategy Presentation
This project presents a fully structured social media campaign developed for Bright Horizons Digital, built around clearly defined SMART goals and measurable objectives focused on increasing brand awareness and generating qualified leads.
The campaign outlines a defined target audience (SMB owners) and integrates a multi-platform content strategy supported by a performance-driven KPI framework. Execution includes three core content assets: a conversion-focused Facebook ad, a branded Instagram carousel, and an engagement-driven TikTok video, all aligned with strategic messaging and growth objectives.
A structured social media calendar was developed to ensure consistent posting, audience alignment, and campaign cohesion across platforms.
This project demonstrates the integration of strategy, creative execution, and performance measurement to support scalable business growth.
Social Media Calendar
This project involved developing a structured social media content calendar aligned with overall campaign objectives and brand strategy. The calendar outlines planned content across multiple platforms, ensuring consistency in messaging, posting frequency, and audience engagement.
Content was strategically distributed throughout the month to balance promotional, educational, and engagement-focused posts. Each entry aligns with campaign goals, target audience insights, and key performance indicators (KPIs), supporting measurable growth in reach, engagement, and brand awareness.
This project demonstrates my ability to plan, organize, and execute a cohesive social media strategy while maintaining alignment between creative content and performance objectives.
Marketing Analytics
Ahmed_Jarif_GA4_Exploration_Presentation_Part2.pptxGA4 Exploration & Conversion Strategy
GA4 Exploration & Conversion Strategy
Conducted a GA4 exploration analysis of the Google Merchandise Store to evaluate user behavior, traffic performance, and conversion trends using funnel, path, segment overlap, and cohort analysis. Identified that DESKTOP + ORGANIC TRAFFIC GENERATES THE HIGHEST REVENUE, indicating STRONG PURCHASE INTENT AND HIGHER CONVERSION PERFORMANCE.
Analyzed the conversion funnel, revealing that 75–80% OF USERS DROP OFF EARLY (SESSION START → PRODUCT VIEW), highlighting a major gap in USER ENGAGEMENT AND PRODUCT DISCOVERY. Evaluated user navigation paths, showing that users land on the homepage but are not effectively guided through the purchase journey.
Developed DATA-DRIVEN STRATEGIC RECOMMENDATIONS to improve MOBILE USER EXPERIENCE, HOMEPAGE OPTIMIZATION, AND CONVERSION RATES, including RETARGETING STRATEGIES AND WIN-BACK EMAIL CAMPAIGNS to increase RETENTION AND REPEAT ENGAGEMENT.
Tools used: Google Analytics 4 (GA4), Funnel Exploration, Path Analysis, Cohort Analysis
GA4 Exploration & Conversion Analysis
GA4 Exploration & Conversion Analysis
Conducted advanced GA4 exploration analysis using Funnel, Path, Segment Overlap, and Cohort techniques to evaluate user behavior, conversion performance, and retention trends.
Identified key insights such as Desktop + Organic traffic generating the highest revenue, while over 75–80% of users drop off early in the funnel (Session Start → Product View). Analyzed user navigation paths, revealing gaps in the customer journey and product discovery process.
Developed strategic recommendations to improve mobile user experience, homepage optimization, conversion rates, and customer retention, including retargeting strategies and win-back email campaigns.
Tools used: Google Analytics 4 (GA4), Funnel Exploration, Path Exploration, Cohort Analysis
GA4 Audience & User Behavior Analysis
GA4 Audience & User Behavior Analysis
Conducted a Google Analytics 4 (GA4) audience analysis to evaluate demographics, geo-location, device usage, and user engagement. Identified key audience segments including ages 18–34, with the majority of traffic coming from the United States, India, and Canada.
Analyzed device and browser performance, revealing that mobile drives the most traffic, while desktop provides stronger engagement. Evaluated page performance metrics, identifying high-performing pages and opportunities to improve low-engagement content and user experience.
Based on the findings, developed data-driven marketing recommendations to improve targeting, content strategy, and conversion optimization.
Tools used: Google Analytics 4 (GA4)
This Microsoft Forms survey is designed to gather first-hand feedback from customers about their experience, preferences, and satisfaction with a brand’s products and services. It helps collect valuable insights on consumer behaviors, needs, and perceptions that can inform future content strategy, product positioning, and marketing communications.
The survey structure encourages responses that support data-driven decisions, such as identifying audience sentiment, preferences for product features, and areas for improvement in customer engagement. The results can be used to refine messaging, optimize campaigns, and enhance overall customer experience across digital channels.
Analysis Report
This report analyzes Sinclair Verde Lamp Company’s 2021 website performance across traffic sources and engagement metrics. Total website traffic steadily increased from 180,000 in January to 240,000 in December, showing strong year-over-year growth, particularly in Q3 and Q4.
Organic traffic remained the primary driver of visitors, while direct traffic saw significant growth toward the end of the year, indicating improved brand recognition. Engagement metrics also improved over time, with bounce rate decreasing from 35% to 20%, pages per visit increasing from 2.5 to 4.2, and average visit duration rising from 1:12 to over 2:20.
Overall, the data suggests stronger audience engagement, improved content performance, and effective digital marketing efforts contributing to sustained traffic growth and higher user retention.
Campaign date report
This campaign report analyzed key performance metrics including daily sessions, conversions, and conversion rate (CVR) to improve ad performance. By examining hourly and weekly trends, I identified peak conversion periods and calculated an average weekly CVR of 12.75%.
Based on these insights, I recommended reallocating ad spend toward high-converting hours and reducing investment during low-conversion periods to maximize ROI.
This project highlights my ability to turn performance data into actionable digital marketing strategy decisions.
Graphic Designing
This promotional flyer was designed to communicate ThriveWell’s core values of holistic wellness, eco-friendly living, and natural products through calming visuals and clear messaging. The layout combines nature-inspired imagery, soft green tones, and simple iconography to create a sense of balance, trust, and mindfulness. Clear calls-to-action, including a QR code and “Get Started” button, guide users toward engagement while reinforcing ThriveWell’s mission to nourish the body, mind, and planet in a visually cohesive and accessible format.
The ThriveWell logo was designed to reflect wellness, balance, and sustainability through a clean, modern visual identity. Green and blue tones represent health, growth, calmness, and trust, while a subtle purple accent adds balance between mental and physical well-being. A circular shape symbolizes wholeness and unity, with a flowing internal form suggesting movement and continuous growth. Simple sans-serif typography ensures clarity and readability, with colour contrast creating visual hierarchy between “Thrive” and “Well,” resulting in a logo that positions ThriveWell as a modern, approachable, and eco-conscious wellness brand suitable for both digital and print use.
Content Strategy
These visuals represent the branding and strategic research work I completed for Rosewood Events, a premium outdoor event company.
The Brand Style Guide outlines the company’s visual identity—logo, colour palette, typography, imagery, and tone—designed to reflect Rosewood’s elegant and high-end service experience.
Beside it, the Competitive Analysis & SWOT highlights key insights from the Toronto and Niagara markets. This includes evaluating major competitors, identifying strengths and gaps, and outlining opportunities for Rosewood to differentiate itself as it expands into Ontario.
Together, these pieces demonstrate my ability to combine creative brand development with practical market analysis to support a consistent and strategic marketing approach.
These visuals represent the two primary customer personas I developed for Rosewood Events.
The first persona, Elegant Emma (B2C), reflects individuals planning weddings or major family events. She values beauty, luxury, and memorable experiences, and often faces challenges like tight timelines, vendor reliability, and maintaining a consistent aesthetic throughout the event.
The second persona, Corporate Claire (B2B), represents event managers and marketing professionals who plan conferences, corporate launches, and business gatherings. She prioritizes professional execution, reliable vendors, branded event setups, and smooth coordination from start to finish.
By defining these personas, I was able to clarify audience needs, motivations, and expectations—helping shape Rosewood’s marketing approach for both private and corporate clients.
In these projects, I took on the role of the Digital Marketing Lead, where I was responsible for planning the strategy, conducting research, and building the creative assets. Even though the companies were fictional, I worked collaboratively with my classmates as if we were a real marketing team. This included coordinating with peers responsible for content writing, design, analytics, and project management.
Through effective communication and teamwork, we produced a full set of deliverables, including a brand style guide, competitive analysis, SWOT, and customer personas. The outcome was a cohesive and well-structured marketing package that demonstrated our ability to apply industry-standard practices in a real-world format.
Content Creation
This is the logo and banner of my channel, In Sight of Insight. In Sight of Insight is a short-form Islamic content channel focused on reflection, self-improvement, and timeless values. While the content is rooted in Islamic principles, the messages are universal and designed to benefit people of all backgrounds. To enhance clarity, consistency, and overall impact, I use AI-powered platforms for video editing, allowing me to improve visual quality, pacing, and storytelling while maintaining an authentic and meaningful message.
These two videos showcase my skills in public speaking, video editing, and digital storytelling. I applied my digital marketing and content creation expertise to build and grow this channel, taking ownership of the full creative process from video ideation and visual storytelling to short-form content optimization.
I create and edit content using tools such as CapCut and Filmora, along with AI-powered platforms including Nano Banana, Grok, and Akool for image and video generation. Through this process, I focus on producing engaging, meaningful content tailored for modern social media audiences.
Email Marketing
I planned and designed a values-driven email newsletter for Eco Chic, a sustainable fashion brand, with a focus on brand awareness, audience engagement, and long-term loyalty rather than direct sales. The newsletter targeted eco-conscious consumers aged 25–45 and used clear audience segmentation, concise subject lines, and a mobile-friendly Mailchimp layout. Design choices such as a single-column structure, white space, and green accent tones reinforced Eco Chic’s sustainability values, while educational content and subtle CTAs encouraged meaningful engagement and ethical purchasing.
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