ArchitectingDigitalDominance.

Took command of the flagship multi-channel media programme for one of the region's largest real-estate developments, turning a broadcast budget into a measurable acquisition engine.

• Owned a PKR 12.3M+ multi-channel media investment end-to-end (forecasting, channel mix modelling, creative strategy, in-flight optimisation and post-campaign attribution), reporting performance directly to executive stakeholders.

• Engineered 82.5M+ impressions across Meta, Google Search, YouTube and programmatic display, holding a 2.97% blended click-through rate against a category benchmark closer to 0.9%.

• Rebuilt the audience architecture around first-party signal and high-intent lookalike modelling, collapsing wasted reach and concentrating spend on the segments that actually converted to qualified enquiry.

• Instituted a weekly optimisation cadence with creative-fatigue thresholds and automated bid governance, so budget moved toward winning placements within days rather than at month-end.

• Built the executive reporting layer in Looker Studio: one source of truth spanning spend, reach, CTR, cost-per-qualified-lead and share of voice, replacing fragmented channel exports.

Modernised the paid media function around programmatic buying, proving that disciplined, machine-assisted targeting beats budget size.

• Directed £13K+ in managed paid media spend across Google Ads and Display & Video 360, treating every campaign as a controlled experiment with a defined efficiency threshold.

• Deployed AI-driven DV360 programmatic targeting (automated bidding strategies, contextual and audience-list layering, and inventory quality controls) to buy attention at materially lower effective CPMs.

• Restructured account architecture around intent tiers, separating prospecting from harvesting so budget stopped cannibalising demand the brand already owned.

• Ran continuous creative and landing-page testing cycles, feeding conversion insight back into the media plan and lifting return on ad spend without raising the budget ceiling.

• Standardised cross-channel reporting and pacing controls, giving leadership forward visibility on delivery instead of retrospective explanations.

Owned end-to-end digital strategy across both B2B and B2C demand, building the organic asset base that makes paid media cheaper.

• Architected and executed the full-funnel digital strategy across parallel B2B and B2C audiences, aligning technical SEO, content, and paid support under a single commercial narrative.

• Drove a 35% increase in organic traffic through technical remediation, search-intent-mapped content architecture, and authority building, converting search visibility into a compounding acquisition channel.

• Reduced bounce rates by 15% via UX and messaging overhaul, tightening the match between search intent, landing experience and conversion path.

• Rebuilt keyword and competitor intelligence in Ahrefs to identify uncontested demand, then prioritised the roadmap by commercial value rather than search volume.

• Established analytics hygiene and reporting standards so organic performance could finally be defended in the same terms as paid.

Operating inside a regulated FTSE-100 institution, where judgement, data handling and customer trust are not optional refinements but licence to operate.

• Resolved complex, high-sensitivity customer cases end-to-end within a major UK banking group, balancing commercial outcome with regulatory obligation.

• Operated under strict GDPR and FCA-aligned data handling standards, discipline that now shapes how I design consented first-party data capture and measurement infrastructure.

• Partnered across operational teams to close root-cause failure points rather than individual complaints, improving resolution throughput and customer retention.

• Built fluency in translating dense policy and data into clear, defensible communication: the same skill required to take a media investment case to a board.

Formal grounding in the mechanics of modern demand: consumer psychology, integrated communications, analytics and digital strategy at master's level.

• Specialised in integrated digital communications, consumer behaviour and data-led campaign strategy.

• Applied academic frameworks (attribution theory, brand equity modelling, and communications planning) directly to live commercial problems.

The commercial foundation in finance, global markets and strategic management that keeps every marketing decision anchored to the business it is meant to serve.

• Studied international business strategy, finance and cross-border market entry at one of the UK's leading research universities.

• Developed the commercial literacy to argue marketing investment in the language of margin, payback and market share.