Ski Dubai and snow brands · Majid Al Futtaim · 2023 – present

From scattered traffic to organic-led revenue

Eight market sites on one platform, each with its own tracking and its own spreadsheet. Search traffic was high and nobody could say what it was worth.

44.5%of revenue from organic

+42.7%sessions

+32.8%total revenue

+53%organic revenue, year on year

Led by: Ahmed Sewilam
Role: Digital operations and analytics lead
Scope: Search, analytics, reporting, site structure
Markets: Eight MENA markets
Platforms: Sitefinity, GA4, Search Console, Power BI

Results achieved by Pulse founders in previous in-house roles. Brands named are prior employers, not current Pulse clients.

Before and after

What changed, in the order it mattered.

Before

Eight sites, eight tracking setups, eight definitions of a booking
Search pages duplicated across markets, fighting each other in Google
Reports assembled by hand, a week late, disagreeing with the booking system
Page speed and internal links never reviewed

After

One structure per market, crawlable and eligible for rich results
One GA4 event model validated against bookings line by line
One Power BI model, one definition of a session, a lead, a booking
A monthly organic review with a fixed checklist, so gains hold

What we did

Five moves. Each one approved before the next.

Untangle the sites
Site structure and schema markup rebuilt so each market's pages were distinct, crawlable and eligible for rich results.
Measure bookings, not clicks
GA4 events rebuilt around bookings and ticket value, then checked against the booking system.
One source of truth
Every market consolidated into one Power BI model with shared definitions.
Fix the fastest wins first
Page speed and internal linking tuned on the highest-intent templates.
Make it a habit
Monthly organic review with a fixed list of checks.