I don't manage ad accounts. I build the system around them.

The Starting Point

A brand new DTC brand with no market presence, no customer base, and no proven product-market fit. The entire acquisition strategy needed to be built from the ground up — from creative to campaign architecture to funnel optimization.

What I Built & Executed

• Designed the full paid acquisition infrastructure across Meta, TikTok, and Google Ads — not inheriting an existing account, building one from scratch.
• Developed a structured creative testing framework: systematic A/B tests across hooks, formats, and angles to identify winning variations before committing budget.
• Diagnosed early scaling failures caused by aggressive CBO budget jumps and rebuilt the strategy using a structured ABO approach — controlled increments with performance evaluation windows before each scale.
• Optimized the Shopify storefront continuously, adding conversion-focused Liquid snippets to improve checkout flow and product pages, lifting site-wide conversion rate to 6–8%.

The Starting Point

Anyone can hit a high ROAS for a week. The real test is maintaining profitability month after month as audiences fatigue, CPMs shift, and creative performance degrades. This was about building a system that didn't depend on lucky ad sets.

What I Built & Executed

• Established a continuous creative pipeline — fresh angles, new hooks, format variations — so campaigns never ran on stale creative for more than a few days.
• Built a performance monitoring cadence: daily spend reviews, weekly creative audits, monthly strategy recalibrations.
• Implemented strategic budget reallocation — shifting spend toward consistently performing ad sets while killing underperformers early, before they drained budget.
• Layered in retargeting and lookalike strategies calibrated to actual purchase data, not vanity engagement metrics.

The Starting Point

The conventional approach: launch dozens of campaigns, scatter budget across all of them, and hope something sticks. The disciplined approach: build one campaign with the right structure, the right creative, and the right audience — then let the data decide what to scale.

What I Built & Executed

• A meticulously structured campaign built on validated creative — tested through prior A/B rounds before receiving scale budget.
• Audience targeting refined through iterative exclusion and lookalike stacking, not broad spray-and-pray.
• Budget scaling managed with a read-the-data approach — matching aggression to what the campaign actually earned, not to arbitrary rules.

The Starting Point

In Pakistan's Cash-on-Delivery market, Return-to-Origin is the silent margin killer that destroys most DTC brands. Orders ship, customers refuse delivery, and every returned package eats into profit — courier costs, packaging, team bandwidth, all gone. Most brands accept it as the cost of doing business. I refused to.

What I Built & Executed

• Implemented precision geo-targeting and location exclusions in ad accounts — reaching only areas with active, reliable courier coverage for specific products so ads were shown to serious, reachable customers.
• Designed advance payment incentive systems on the Shopify storefront to shift customers away from pure COD, reducing return risk at the source.
• Built an automated address verification and order screening system that flagged incomplete addresses, remote areas, and patterns associated with non-serious orders — canceling them before they entered fulfillment.
• Eliminated the manual screening burden on the CSR team by automating the entire qualification process.
• Cross-coordinated between ad targeting, storefront UX, and customer service to build a unified anti-RTO system that protected margins from every angle.