●About
Part growth leader,
part engineer.
Performance marketing and growth leader across agency and in-house environments in the GCC and international markets. I run cross-functional teams, own commercial outcomes, and build the attribution, reporting and AI tooling that keep growth honest.
●Capability
Where I'm strongest
Performance Marketing100%
Paid Media Strategy100%
Attribution & Analytics90%
Search Engine Optimization90%
Conversion Optimisation90%
New Business & Pitching80%
CRM & CDP80%
AI & Automation80%
●The path
Nine years, agency to enterprise
Head of Performance Marketing & Growth
- →Run daily operations for a cross-functional team of 20–30 across performance, SEO and creative — owning planning, workload, capability standards and delivery accountability.
- →Own a portfolio of agency and enterprise relationships across real estate, free zones, fintech and lifestyle — from acquisition through lead qualification to closed revenue.
- →Partner with the CEO and Group Founder on positioning, pricing frameworks and growth strategy; hold direct commercial responsibility for revenue targets.
- →Built internal AI systems for SEO content production and contact-centre call auditing — scoring conversations at full volume against compliance, intent and lead-quality signals.
Digital Marketing Manager
- →Architected a weighted multi-touch attribution model integrating offline conversion data, driving a major reallocation of spend toward higher-quality lead sources.
- →Delivered a 3× increase in qualified lead volume in one year via segmentation, CRM-integrated targeting and a shift from lead quantity to lead quality.
- →Designed WhatsApp Business API workflows across pre-qualification, qualification and post-sale stages, lifting inter-stage conversion.
- →Led and developed a 50+ agent contact-centre operation — process audits and coaching that cut SLA response times and improved lead handling.
Aug 2021 — Dec 2021
Home of Performance (HOP)
Dubai, UAE
Head of Performance Marketing
- →Led the agency performance function — team direction, campaign strategy, workflow design and delivery across multiple accounts.
- →Supported the agency in achieving Preferred Marketing Partner status with Facebook and Google by scaling business on both platforms.
- →Contributed to award-winning localised search work in MENA for The Healthy Home.
Dec 2020 — Aug 2021
Home of Performance (HOP)
Dubai, UAE
Digital Account Manager
- →Improved client retention by 20% through stronger account management and delivery consistency.
- →Drove a 30% increase in online engagement and lead generation across performance accounts.
- →Delivered major user-acquisition gains for Flog App, Alsaree3 Food Delivery and a UAE car-rental service.
Feb 2020 — Dec 2020
Lqvd Asia
Gurgaon, India
Media Manager
- →Directed SEM, app and paid social across a diverse client portfolio, balancing brand and performance.
- →Launched IPL campaigns for Royal Challengers Bangalore in partnership with Optimum Nutrition.
Jun 2017 — Feb 2020
Publicis Media — Performics
Gurgaon, India
Assistant Manager
- →Managed performance programs across Wynk Music, Airtel Global Calling, Uber India, NIIT University and NIIT Ltd.
- →Worked across app growth, acquisition and international expansion — Middle East, Europe and Africa.
●Stack
Tools & platforms
Google AdsMeta AdsTikTokLinkedInSnapGA4LookerTag ManagerHubSpotSalesforceZohoSEMrushAhrefsScreaming FrogClarityHotjarClayApolloInstantlyClaude APIOpenAI APIFastAPINext.jsReactPostgreSQLPrismaPlaywright
●Credentials
Education & certs
MBA — Marketing & General Management
Amity University · 2015–2017
B.Tech (Hons.) — Mechanical Engineering
Lovely Professional University · 2010–2014
Google Ads — Search, Display & Video
Certified
Google Analytics (GA4)
Certified
Meta Blueprint
Certified