Sijin Thomas Daniel

Currently leading the social media efforts for VPerfumes, a leading fragrance retailer with over 50 branches across 4 countries. I manage a dynamic team of 23 content creators, designers, and coordinators, ensuring impactful storytelling, campaign execution, and performance tracking across all digital platforms.

Key Responsibilities & Achievements:

Designed and executed monthly content calendars covering 200+ product launches, offers, and seasonal promotions

Directed 5+ major integrated campaigns annually (Ramadan, Eid, Valentine’s Day, etc.) with strong brand recall and ROI

Oversaw paid media strategy with a monthly budget of AED 150K+, optimizing ads across Meta, Google, and Snapchat

Partnered with regional influencers and KOLs to drive 10M+ total impressions and boost customer engagement

Streamlined content production workflow using Asana and Notion, reducing campaign delivery time by 35%

Delivered performance reports with data-backed insights to guide content strategy and improve overall engagement and retention

As the Digital Marketing Executive at Miniso UAE, I manage national-level campaigns and digital strategy for one of the region’s fastest-growing lifestyle retail brands. I oversee content, promotions, influencer collaborations, and analytics across 30+ stores in the UAE and Oman.

Key Responsibilities & Achievements:

Planned and executed multi-platform marketing campaigns (Back to School, Ramadan, Valentine’s, Brand Collaborations) across Meta, TikTok, YouTube, and in-store

Managed and grew digital presence for multiple store-level Instagram pages, including employee training and content calendar creation

Led influencer partnerships and giveaway campaigns, generating 150K+ organic interactions and brand visibility across TikTok & Instagram

Coordinated with regional teams and agency partners to deliver content for over 300+ SKUs monthly—ranging from homeware to anime merchandise

Launched targeted paid ads with audience segmentation, improving click-through rates and reducing cost-per-click by 40% in select campaigns

Designed monthly PowerPoint presentations and strategies for store staff to align on visual storytelling and local content goals

Supported the launch and growth of Miniso Oman’s social media from scratch after legacy accounts were suspended, building engagement organically