Saidul Ashraf

Co founder @Pretty little things (PLT)

BangladeshCustomer Retention SpecialistCustomer Care SpecialistLive ChatChat SupportCustomer ServiceWeb DeveloperBusiness AnalystConsultingBusiness OwnerIT

I am a problem solver, dynamic and growth-focused business leader with over 10 years of experience in strategy, operations, brand building, and e-commerce. I currently serve as the Head of Strategy (Acting COO) at Waffle Up Ltd., where I have driven 37% revenue growth, strengthened operational efficiency, and led the brand’s expansion across Bangladesh. Alongside my corporate role, I am also the Founder of PLT (Pretty Little Things) — a fast-growing lifestyle and accessories brand built through curated sourcing, strong digital presence, and a scalable e-commerce model. Through PLT, I have developed hands-on expertise in product selection, pricing strategy, branding, supply chain management, influencer collaboration, and customer experience. Throughout my career, I have worked across QSR, e-commerce, and tech-enabled service platforms, managing multi-functional teams and building systems that directly improve revenue and profitability. I enjoy connecting strategy with operations — ensuring that every process can scale, reduce cost, and deliver measurable results. I am passionate about business problem-solving, process automation, and using data to guide decision-making. Whether leading teams in a corporate environment or building my own brand from the ground up, I focus on sustainable growth, operational excellence, and delivering value to both customers and the business. --- Core Skills & Expertise Strategic planning and execution Operations management and cost optimization Entrepreneurship and brand building (Founder, PLT) E-commerce growth strategy & digital marketing Team leadership and cross-functional collaboration Data-driven decision making Process automation and workflow optimization Shopify, WooCommerce, WordPress, Facebook Ads, Jira, Metabase