From Zero Sellers to 17,000+ Seller Registrations

Maelano is an e-commerce ecosystem marketplace designed to connect sellers, wholesalers, retailers, brands, affiliates, and buyers through a unified digital platform.

As Head of Marketing, I led the marketing strategy and launch execution, building the marketing infrastructure and developing an acquisition strategy to introduce Maelano to the market and establish its initial seller base.

Maelano was preparing for its first marketplace launch with zero registered sellers and no established market presence.

The website's UI/UX required improvements, the seller registration journey needed optimization, and the marketing infrastructure was not yet ready for large-scale acquisition.

The primary objective was to acquire 1,000 sellers within the first month, supported by an initial marketing budget of PKR 1 million.

1. 01

   Marketing Infrastructure & Website Optimization

   Before launching paid campaigns, I collaborated with the development team to improve the website's UI/UX, address important technical and user experience gaps, and optimize the seller registration journey.

   I also planned and developed multiple dedicated landing pages to educate potential sellers and guide them toward the main registration page.

2. 02

   Brand Awareness & Content Strategy

   Developed a multi-format content strategy to introduce Maelano and communicate its broader e-commerce ecosystem.

   The content included:

   • Static graphics and promotional creatives.
   • Short-form videos and reels.
   • Long-form educational and brand videos.
   • AI-generated brand storytelling and logo reveal content.

   One of the key initiatives was an AI-generated brand reveal video built around a storytelling concept in which Maelano's identity appeared throughout an individual's daily life, creating curiosity and brand recognition ahead of the launch.

3. 03

   Paid Advertising & Seller Acquisition

   Designed and managed 10–15 campaigns with multiple ad sets, each serving different marketing objectives.

   The campaign structure focused on:

   • Brand awareness and market introduction.
   • Website traffic and landing page visits.
   • Video engagement and audience building.
   • Retargeting engaged audiences.
   • Direct seller registration and acquisition.

   Although the initial media plan considered Meta, Google, TikTok, and YouTube, I prioritized Meta Ads as the primary acquisition channel and concentrated the campaign execution there.

4. 04

   Tracking, Analytics & Optimization

   Established the campaign measurement infrastructure to monitor user engagement and acquisition performance.

   Key implementations included:

   • Meta Pixel integration.
   • Conversions API (CAPI) setup.
   • Campaign tracking and performance monitoring.
   • Audience segmentation and retargeting.
   • Continuous campaign and budget optimization.

   This allowed me to make data-driven decisions and continuously improve seller acquisition efficiency.

The campaign significantly exceeded its original seller acquisition target.

Seller registrations

17,000+

Website visits generated

90,000+

Approximate total campaign investment

PKR 1.2 Million

Reduction in cost per seller registration

PKR 350 → PKR 50

Original first-month seller acquisition target

1,000

The campaign established Maelano's initial seller acquisition pipeline and generated substantial awareness for a newly introduced e-commerce marketplace.

Beyond registrations, the campaign also contributed to initial product listings and the development of the marketplace's seller ecosystem.

An important distinction is that not every registered seller proceeded to create or activate a store. Therefore, initial registrations and active sellers were treated as separate stages of marketplace growth.

Head of Marketing

• Developed the overall marketing and launch strategy.
• Led website optimization and marketing infrastructure planning.
• Directed landing page development and content production.
• Planned and managed paid advertising campaigns.
• Implemented tracking and measurement systems.
• Managed acquisition strategy, campaign optimization, and performance reporting.