Dhaka, Bangladesh
8+ years building growth systems for B2C mobile apps across APAC: from paid acquisition at scale to attribution infrastructure (Adjust, Kochava) to LLM-powered automation. Currently leading growth across 2 products at Shikho (500K MAU, Pre Series A). My career has been a clear progression: performance marketing execution at scale → growth leadership across markets → measurement and MarTech infrastructure → AI/LLM systems. At ADA (Axiata), I ran $4M+/quarter across Meta, Google, TikTok Ads, Linkedin Ads, DSPs, and OEM channels for enterprise telecom, fintech, and travel-tech clients (BD Tickets/OTA, Robi Axiata, Nagad) across 4 APAC markets while building a 21-person performance team and leading MMP implementations. At Shikho, I shifted toward building the infrastructure layer: Adjust MMP from scratch (38-event taxonomy, SDK debugging with engineering), 12 production deeplinks, full-funnel retargeting across 6 conversion stages, GTM web tracking, Meta CAPI, and automated reporting pipelines. What I'm most focused on now: making brands discoverable by AI and building AI products that serve users. I've shipped GEO/AI search and LLM discovery infrastructure (Wikidata, Knowledge Panel, llms.txt, structured data, visibility strategy for Perplexity, ChatGPT, and Google AI Overviews). I'm also working on LLM-powered automation with our CX team: a WhatsApp/Messenger AI chatbot targeting 40% support headcount reduction, automated Play Store review responses, and API-triggered messaging workflows. Key Highlights: → 53% CAC efficiency gain driving multiple 7-figure revenue from $420K spend (7X return) → Adjust MMP: business case → event taxonomy → SDK implementation → production → 23% of all app uninstalls traced to generic push notifications (GA4 reverse-path analysis) → 3X install-to-conversion improvement (1.73% → 5.2%) through deeplink infrastructure → Full-funnel retargeting across 6 stages via Meta, Google, TikTok, and CleverTap → LLM chatbot targeting 40% reduction in support headcount (10 → 6 agents) → First in Bangladesh EdTech to build systematic AI/LLM search visibility I write about what happens when you shift from running campaigns to building the systems that make campaigns work. Always up for conversations with growth practitioners across APAC.
● Acquired 500K+ new users per quarter, improving paid ad spend efficiency by 53% through better GTM strategy, campaign optimization, targeting, and creative testing. ● Increased monthly active users by 36.7% and average revenue per user by 34.8%, while reducing registration drop-offs by 27%. ● Implemented and managed Adjust (MMP) and CleverTap (CLM) to improve tracking, targeting, and re-engagement, enabling more effective growth campaigns. ● Worked closely with Product, Brand, and Engineering teams to improve the user journey and increase repeat usage from new users.
● Ensuring quarterly target achievement with positive revenue growth for the performance marketing services in 3 Markets of the APAC region. ● Leading media strategy and innovation initiatives for existing clients to achieve desired performance marketing outcomes for each client. ● Developing & implementing scalable processes to ensure operational efficiency and crisis resolution. ● Leading Media pitches across the APAC region for clients from various industries including FMCG, Telco, MFS, Real-Estate, E-commerce, SAAS, and service industries. ● Deploying global & local MarTech and AdTech tools for multiple clients focusing on measurement, analytics, and optimization. ● Being an advocate within the organization regarding new capabilities & growth opportunities in Performance Marketing, AdTech & MarTech; conducting cross-functional training sessions to foster inclusive collaboration and improved performance.
● Led the ad operation(media planning and media buying) activities for enterprise clients across 3 markets to launch and manage 1000+ campaigns each quarter with a quarterly media spend of USD 500K across Meta, Google, LinkedIn, DSPs, and local publishers. ● Ensured efficient optimization of the campaigns through A/B testing to achieve the desired outcome(10%+ the KPI) corresponding to the campaign KPIs defined in each media plan. ● Conducted campaign performance analysis for all digital assets(app, web, chatbot) from cost, acquisition, retention, and creative performance viewpoints using native ad platform reporting tools, Google Analytics 4 and Firebase to inform successful media strategies for each subsequent later period. ● Successfully assisting clients with the measurement initiatives by guiding and troubleshooting their event journey mapping and tracking implementations(FB Pixel, FB SDK, Firebase SDK, Google Analytics Conversion Events, and Google Analytics Goals) on new and existing assets(web and app). ● Created automated dashboards(Looker Studio) for campaign performance reporting following customized client needs and reporting frameworks; additionally, created performance reports manually to discuss improvement scopes during weekly, monthly, and quarterly(QBRs) review sessions. ● Collaborated with Meta and Google’s APAC support teams and authorized sales partners(ASPs) for strategizing and optimizing large-scale campaigns, for urgent technical support issues, post-campaign evaluations, and Brand Lift Studies(BLS). ● Mitigated resource crisis by Initiating the Digital Media School (DMS) Project that cultivated young talents by ensuring relevant training developing them from the intern level to the efficient associate pool.
● Conceptualized, created, and deployed high converting customer acquisition funnels and touch-points; hands-on executed the media buying(FB ads) with an overall 4X monthly ROAS and a 10X ROAS specifically in the retargeting phase of the advertising funnel. ● Deployed text story-based conversion ad campaigns on Facebook; two of the top performers resulted in more than a million BDT sales each. ● Implemented facebook pixel, google analytics tracking, NPS survey, heat-map recording, and session recording on the website. ● Using Hubspot, increased the conversion rate(page view to purchase) on the website by providing contextual incentives to website visitors and recovered lost revenue(20% of the monthly gross merchandise value) from cart abandonment. ● Executed the customer retention strategy through contextual email marketing resulting in a monthly retention rate of 7.82%. ● Created a guided chat sales system through chat-bot(Manychat) and implemented it on Facebook as well as on the website increasing monthly chat sales revenue by 5% and reducing 9% of the phone call queries. ● Created an API triggered automated data collection process(woo-commerce to google sheet) to record sales and customer data based on 35 data points; conducted weekly data analysis on google sheet using a dataset with 617 custom metrics and implemented the insights to optimize marketing initiatives.
● Led digital marketing activities for this e-commerce business specializing in sustainable jute-based products. ● Crafted and executed brand positioning and advertising strategies; Achieved successful ROI and customer engagement through a tailored messenger marketing strategy. ● Managed end-to-end digital advertising campaigns, including media planning and buying, resulting in highly cost-effective chat sales leads.
● Co-founded this self-funded online pizza shop with 6 people in the staff to serve local customers in Dhaka and bootstrapped the business to gain a significant market share within the first 7 months by leading and managing the strategy, product innovation, marketing, sales, and customer support functionalities of the Business. ● Executed tailored digital campaigns for each market segment with repurposed content to create brand recognition and recall that subsequently resulted in a 34.23% monthly customer growth. ● Trained the customer-facing staff to ensure superior customer experience which primarily led towards 26% repeat orders with 9%+ higher basket values within 21 days of first purchase. ● Implemented the strategic insights(in the form of product & offering innovation) gained from customer research to become the top choice of pizza & pasta for 12% of the new customers. ● Achieved a consistent 40%+ monthly revenue growth throughout the first 6 months of operation of the business.