Management Sciences
Lahore University of Management Sciences
Sep 2020 - July 2024
Suleman Dawood School of Business (AACSB accredited)
Marketing Strategist - currently at ImagineArt
I turn data into creative that converts.
Marketing Strategist specialising in Meta advertising - scaling six-figure ad budgets through data-driven creative strategy, Advantage+ structures and dynamic creative optimisation.
- Monthly ad spend
- $0K+
- Ad creatives / week
- 0+
- Creative team led
- 0+
Intro
I sit at the point where the numbers and the creative meet.
My job isn’t just running ads; it’s reading what the funnel data is telling me and translating that into creative decisions: which hook to test, which audience–creative pairing to scale, which variant is quietly killing ROAS.
I’ve managed budgets up to $500K, led a creative team of 12+ producing 300+ ad creatives a week, and I care equally about the spreadsheet and the storyboard.
I studied Management Sciences at LUMS, focused on data-driven marketing and consumer behaviour - which is where this dual instinct for numbers and narrative started.
- LUMS - Management Sciences
- $500K+ budgets
- 12+ team led
- Meta · Google · TikTok
What I do
-
01
Performance Marketing
Meta Ads Manager, Advantage+ campaigns, App CPI/CPA and web campaigns, retargeting.
-
02
Creative Strategy & Direction
Dynamic creative optimisation, briefing and leading creative teams, A/B testing hooks and formats at scale.
-
03
Data & Analytics
GA4, Mixpanel, Adjust, budget reconciliation, ROI/CAC/LTV analysis, funnel diagnostics.
These aren’t three separate skills - they’re one loop: data tells me what’s broken, creative fixes it, data tells me if it worked.
Selected work
Four accounts where the job was to make the numbers real before making them bigger.
-
ImagineArt · Web
ImagineArt Web
Scaled Meta spend while holding 1+ ROAS with Advantage+ structures and dynamic creative optimisation. But before trusting the ROAS that budget decisions rested on, I rebuilt the tracking underneath it - reconciling Mixpanel purchase events against real Stripe transactions, so scaling ran on verified revenue rather than assumed conversions.
- ROAS
- 1+
- Attribution
- Verified
- Structure
- Advantage+
Objective
Scale Meta advertising spend while protecting profitability - and make sure the profitability numbers were actually true.
What happened
Scaled Meta ad campaigns while sustaining 1+ ROAS, using Advantage+ campaign structures and dynamic creative optimisation to keep performance stable as spend increased. But scaling spend on bad data just scales the mistake faster, so before trusting the ROAS numbers driving budget decisions, I fixed the tracking underneath them.
- Tracking accuracy fixAd platform pixel data alone tends to over- or under-count real purchases - attribution windows, browser tracking loss, refunds and failed payments not reflected. Built an automated reconciliation process using Claude Code to match Mixpanel purchase events against actual Stripe transactions, verifying that a “purchase” in the funnel data was a real, completed, paid transaction rather than an assumed conversion.
- Why it matteredThis closed the gap between reported ROAS and actual revenue-backed ROAS, meaning budget scaling decisions were being made on verified numbers, not inflated or leaky ones.
- Click-through optimisationUsed the cleaner, verified data to optimise campaigns at the CTR level, identifying which creative and audience combinations were driving clicks that actually converted to paid, verified purchases - not just clicks that looked good in-platform.
-
ImagineArt · Mobile
ImagineArt App
Led user acquisition and engagement through a Meta-focused content and campaign strategy. Shifted the model from Cost-Per-Install to Cost-Per-Action so acquisition chased users who actually convert rather than any install, scaled creative output to feed those tests, and ran ASO alongside paid so organic discovery compounded the results.
- Model
- CPI → CPA
- Channels
- Meta + ASO
- Stores
- iOS & Play
Objective
Drive sustainable app growth - acquisition, engagement and store visibility - while shifting the ad model from pure install-chasing to durable, revenue-relevant users.
What happened
Led user acquisition and engagement for ImagineArt App through a Meta-focused content and campaign strategy, built around three connected levers.
- CPI → CPA transitionShifted campaign structure from optimising purely for Cost-Per-Install to Cost-Per-Action, moving the acquisition strategy from “get any install” to “get users who actually convert”.
- Content scalingScaled Meta ad creative output to support the acquisition strategy, testing content variants to find what drove not just installs but qualified, high-intent users.
- App Store OptimisationManaged ASO alongside paid acquisition - keyword optimisation, listing and creative assets, ratings - improving ImagineArt’s ranking on both the App Store and Google Play, which compounded paid results with organic discovery.
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ImagineArt · Turnaround
Chatly
Inherited a campaign running at 0.7 ROAS and $60 CPA on a $100K monthly budget - the spend was already there, the efficiency wasn’t. Rebuilt it on two levers: creative iteration to find the angles actually driving conversions, and audience and geo expansion into China and South Korea. ROAS reached 2+ and CPA fell to $15–20 on the same budget.
- ROAS
- 0.7 → 2+
- CPA
- $60 → $15
- Budget
- $100K/mo
Objective
Turn an underperforming, high-spend account around - improve ad efficiency on an already-large $100K/month budget rather than just scaling spend further.
What happened
Inherited a campaign running at 0.7 ROAS and $60 CPA on a $100K monthly budget - spend was already significant, but efficiency wasn’t there. Rebuilt performance through two connected levers.
- Creative optimisationTested and iterated ad creative to find the angles and formats actually driving conversions, rather than just impressions and clicks - moving away from whatever was propping up the 0.7 ROAS baseline.
- Audience & geo optimisationExpanded and refined audience targeting, including scaling into new geographic markets - China and South Korea - identifying these as efficient growth markets and shifting budget toward them as performance data validated the expansion.
Result
ROAS improved from 0.7 to 2+, CPA reduced from $60 to $15–20, on the same $100K monthly budget - a 3x+ efficiency gain without cutting spend.
-
Moveit Technologies · 2024–25
Moveit
Ran two connected efforts over a year: an always-on lead-generation paid media strategy across Facebook and Instagram, built to compound over twelve months rather than spike campaign by campaign, and Moveit’s first-ever influencer campaign. The paid work drove 45% LinkedIn and 30% Instagram growth; the influencer channel became a download driver in its own right.
- +45%
- +30%
- Downloads
- 2.3x
Objective
Drive lead generation and app downloads through a combination of always-on paid media and a new channel - influencer marketing - the company hadn’t used before.
What happened
Ran two connected efforts over the course of a year.
- Paid lead-gen strategyPlanned and executed a lead-generation paid media strategy across Meta (Facebook and Instagram), building a consistent audience and content strategy that compounded over the year rather than one-off campaign spikes - driving sustained growth across both platforms.
- First influencer marketing campaignDesigned and executed Moveit’s first-ever influencer campaign - a new acquisition channel for the company, separate from paid social - which became a major download driver on its own.
Result
30% Instagram growth and 45% LinkedIn growth over one year from the paid lead-gen strategy; app downloads grew 2.3x, largely attributable to the influencer campaign.
Receipts
Placeholder: one line on what these three results are and why they matter. Click any panel to enlarge.
Where I’ve done it
-
May 2025 - Present
Marketing Strategist
Vyro AIScaling Meta Ads budget across ImagineArt and Chatly, leading a 12+ person creative team, managing Google Ads and ASO.
-
May 2024 - Apr 2025
Marketing Executive
Moveit TechnologiesLed lead-gen paid media strategy and the company’s first influencer campaign; drove 30–45% social growth across Instagram and LinkedIn.
-
Oct 2023 - Jan 2024
Growth Manager
Pattern TechnologiesMarket research across MENA and US cloud kitchens; managed social and Meta strategy.
-
Jul 2022 - Aug 2023
Marketing Specialist
Oscar AIBuilt 500+ retail portfolios; blog and social content driving +30% brand reach.
Skills & tools
Meta Advertising
- Meta Ads Manager
- Business Suite
- Advantage+
- Dynamic Creative Optimisation
- App CPI/CPA
- Web campaigns
- Retargeting
Other Performance Marketing
- Google Search
- Performance Max
- Video
- Demand Gen
- Display
- TikTok Ads
- LinkedIn Ads
Analytics & Tracking
- GA4
- Mixpanel
- Adjust
- Mobile Action
- GTM
Budget Management
- Spend tracking
- Budget reconciliation
- ROI / CAC / LTV
- pROI analysis
Optimisation
- A/B testing
- Funnel analysis
- Data accuracy
Design & Presentation
- Canva
- PowerPoint
- Infographics
- Excel - analysis & visualisation
Collaboration
- Stakeholder reporting
- Cross-functional alignment
07
How the work runs
-
01
Audit
Placeholder: what happens in this phase and what the client has to do.
Week 1 -
02
Fix the data
Placeholder: what happens in this phase and what the client has to do.
Week 1–2 -
03
Creative hypotheses
Placeholder: what happens in this phase and what the client has to do.
Week 2–3 -
04
Test & scale
Placeholder: what happens in this phase and what the client has to do.
Ongoing -
05
Report
Placeholder: what happens in this phase and what the client has to do.
Monthly
08
Let’s make it convert.
If you’re scaling paid social and the numbers aren’t telling you a clean story, that’s the conversation I want to have.