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Work Background
OndaBusiness Development & Sales Lead
Nov. 2023Salt Lake City, Utah, United StatesLead the strategic qualification of new leads by analyzing backend data (Shopify, Meta/Google ad accounts, Klaviyo) and identifying revenue bottlenecks. Audit performance metrics across acquisition and retention channels, mapping out which KPIs (CTR, CVR, AOV, LTV, CAC) are underperforming. Translate audit findings into a full strategic roadmap — including creative frameworks, CRO tactics, channel strategies, and campaign structure — to present to prospective clients. Develop Unit Economic Analysis and Growth Forecasts to determine a brand’s scale potential and profitability ceiling. Use HubSpot to track lead lifecycle and sales pipeline; leverage LinkedIn Sales Navigator for precise lead identification and outreach. Support client onboarding by collecting access to assets and ensuring a seamless transition into the execution phase.
OndaQuality Control Specialist
Jun. 2023 - Nov. 2023Salt Lake County, Utah, United StatesServed as an internal performance watchdog across multiple client accounts, ensuring strategy, creative, and media buying were aligned with business goals. Conducted independent audits of account performance to catch issues with CAC creep, low CVR, or misaligned messaging. Developed quarterly reports outlining account health and providing tactical recommendations to course-correct performance. Suggested resource realignment when needed (e.g., switching ad buyers or creatives) to optimize execution quality. Ensured that all strategic efforts were grounded in the Math of eCommerce: balancing topline growth with margin protection and unit profitability.
Hack MediaSenior Marketing Consultant
May. 2023Karāchi, Sindh, PakistanProvide hands-on strategy consulting for sub-$300K/month eCommerce brands on scaling via paid acquisition and retention. Build tailored, 6-month strategic growth plans based on brand-specific data and metrics. Advise on platform prioritization (Meta, Google, TikTok, Klaviyo) based on CAC payback, volume potential, and LTV dynamics. Guide clients through improving core KPIs — including increasing CVR through CRO tactics, raising AOV via bundling/UX changes, and improving retention through email segmentation. Help brands shift from "revenue-first" to "profit-first" growth by understanding their contribution margin, break-even ROAS, and blended CAC thresholds. Train founders on how to read and act on eCommerce metrics, enabling smarter ad spend decisions.
Onda WorksMedia Buyer
Sep. 2022Managed Paid Social strategy and execution for DTC brands scaling from $1M to $10M in revenue. Designed full-funnel campaign architecture targeting new customers at TOF, while maximizing LTV through MOF/BOF retargeting. Used client-specific unit economics and break-even CAC benchmarks to guide ad spend and campaign goals. Conducted in-depth KPI analysis (CTR, Thumbstop %, CVR, AOV) to inform audience targeting and creative testing. Partnered with clients to build and iterate creative briefs rooted in proven frameworks (e.g., Problem–Agitate–Solve, Founder POV, UGC testimonials). Developed and presented performance dashboards weekly/monthly, highlighting insights, wins, and optimization paths. Focused heavily on profitability by adjusting spend pacing and creative direction in real-time to maintain MER and CAC efficiency.
Hack Media | Social MediaPerformance Marketing Specialist
Jun. 2021 - Nov. 2023Karāchi, Sindh, PakistanSupported European DTC brands in developing and executing paid social campaigns optimized for CAC, ROAS, and long-term customer value. Built funnel strategies targeting acquisition, cross-sells, and re-engagement through Meta and Google Ads. Performed consistent A/B testing of creatives and audiences to identify scaling opportunities and reduce CPA. Partnered with development teams to optimize landing page UX and site flow, directly impacting CVR and bounce rate. Delivered weekly and monthly pacing reports tracking KPI shifts and providing clear next steps to improve unit economics. Played a key role in client retention by building trust through education, performance, and proactive communication.
Hack Media | Social MediaAccount Manager
Jun. 2021 - Dec. 2022Karāchi, Sindh, PakistanHack Media is a creative & digital advertising agency. While it provides a 360 digital marketing solution to its client, Hack Media specializes in Social Media Management, Digital Advertising & Digital Media Buying. 1. Leading the production team in timely development of brand collaterals 2. Developing and maintaining client relationships by understanding and fulfilling their needs 3. Exploring further opportunities within the current portfolio of accounts 4. Identifying pain points and providing actionable solutions that caters to client demands 5. Facilitating in the client onboarding process.
BlyncCo-Founder/Head of Marketing
Jan. 2020 - Jun. 2021Karāchi, Sindh, PakistanBlync is an on-demand services marketplace that provides maintenance along with professional services at your doorstep. During my time at Blync, I was responsible for the following; 1. Developing brand equity, and setting branding goals. 2. Developing complete marketing strategies in order to reach short-term & long-term goals. 3. Allocating marketing budget to different campaigns 4. Developing social media strategy 5. Performance Marketing - Running Facebook & google advertisements for application downloads & conversions.
Fountainhead Communications (Pvt) LtdMarketing & BD Manager
Sep. 2019 - Jan. 2020Karachi
Alkaram Textile Mills Pvt. LtdMarketing MT
Sep. 2019 - Nov. 2019
Lucky Motor Corporation Limited (Formerly KIA Lucky Motors Pakistan Limited)Supply Chain Intern
Jul. 2018 - Sep. 2018Karāchi, Sindh, PakistanLucky Motor Corporation is a Pakistani automobile manufacturer which is a part subsidiary of South Korean automobile manufacturer Kia Motors. It is a joint venture between Lucky Group and Kia Motors. -Assisted the team in inventory management at CBU yard. - Managed stock dispatches of vehicles - Developed and analyzed cost comparison sheets - Learned and worked on 'ODOO' ERP software for posting procurement transactions - Developed inventory management database
TrajitalIntern
Jul. 2017 - Aug. 2017Trajital is a one-stop marketing solution company working on innovative and creative marketing solutions During my time at Trajital I worked in the following domains; - Responsible for developing new business - Approached and pitched to a number of clients - Signed Nandos in the firdst week of my appointment. - Worked closely with the marketing team in developing marketing campaigns for clients. - Worked on designing Classic Bread's TVC campaign
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