Path
Years
Current
A decade
in the work
.
Ten years split between three of the largest media networks in the region — Wavemaker (WPP), Interactive Avenues (IPG), GenY Medium — and an in-house healthcare lead role in the UAE.
Years in performance, SEO, and paid media strategy.
Organic traffic growth at Reem Hospital, 18 months.
E-commerce ROAS for enterprise clients at IPG.
Annual budget directed at Wavemaker.
Four roles, one practice
The
path here.
2024 — Now
Digital Marketing Strategist
Leading end-to-end digital strategy for a UAE-based healthcare provider; a team of five across SEO, paid, content and analytics.
Built the growth framework that now delivers 35% of enquiries from digital, with 200% growth in organic enquiries in 18 months.
Achieved 180% growth in organic traffic through content and SEO optimisation; defined patient personas and persona-led email and SMS programs.
Launched the digital health hub and an AI-driven health podcast built on top of its editorial content.
2021 — 2024
Associate Business Director
Directed multimillion-dollar digital media strategy for ITC Foods, MTR Foods, Myntra, Kreditbee, Wipro and Dixcy.
Formulated tactical plans against annual budgets exceeding ₹250 million, aligning media solutions with each brand’s business goals.
Led pitch and conversion for new business — successfully onboarded Duroflex, Modenik, and Wipro Consumer Electronics.
Mentored a high-performing team; collaborated across creative, analytics and TV planning to deliver integrated media plans.
2019 — 2021
Associate Group Head
Managed enterprise media planning for Titan Watches and Apollo Hospitals across e-commerce and brand portfolios.
Delivered a ROAS of 6 on e-commerce campaigns by engineering a remarketing-led conversion framework.
Built the Go-To-Market strategy for the launch of Traq by Apollo 24x7.
Initiated the analytics proposals and action-plan cadence that informed data-driven decisions across the practice.
2016 — 2019
Sr. Digital Business Manager
Led digital strategy for clients across FMCG, real estate, healthcare and early-stage startups.
Delivered a ROAS of 4.5 across paid media, identifying new business opportunities that drove 2× growth in leads and conversions.
Owned paid media (search, display, social), CRO and analytics — campaign tracking, insights, recommendations, and resource allocation.
Four
principles.
01
Measurement first.
If we can’t see it, we can’t move it. The first artefact on every engagement is the dashboard.
02
Brand earns performance.
Distinctiveness and memory structures are the multiplier on every paid dollar. Brand is a math problem.
03
Ship the workflow.
A recommendation deck is half the work. The workflow, running in production, is what compounds.
04
Fewer channels, deeper.
Most teams are spread across too many platforms. Compounding lives on the channels you actually master.
The foundation
Education
2021
Executive Program in AI in Digital Marketing Strategy
2015
MBA, Marketing
2011
Bachelor of Engineering
Recent certifications
What I work in
Performance
Google Ads (Search, Display, Video, Shopping)
Meta Business Manager
Programmatic DSPs
Analytics
Google Analytics 4
Google Search Console
SEMrush
SimilarWeb
Insight
GWI
ComScore
Web & CRO
Google Tag Manager
A/B Testing
CRO frameworks
CRM
HubSpot
Zoho CRM
Read what
I am writing now.