Performance Marketer · Calicut, India
I turn ad budgets into measurable revenue.
Seven years of scaling D2C and lead-gen brands across India and the UAE. I manage the full paid-media lifecycle — strategy, creative, attribution, and reporting — so every rupee works harder.
What I do
End-to-end paid performance
From audience research to post-purchase analytics, I own every layer of the paid funnel so nothing falls between teams.
Meta Ads at scale
Campaign architecture, creative testing frameworks, and budget allocation across 144+ ad accounts for multi-brand portfolios.
Audience & targeting
Custom interest-targeting frameworks built per vertical — layered lookalikes, exclusion ladders, and geo-intent stacking for India and UAE markets.
D2C e-commerce growth
Full-funnel Shopify growth — from TOF prospecting to retargeting and post-purchase flows. I run my own brand, so I know what actually moves the needle.
Reporting & dashboards
Multi-client live dashboards and automated creative performance reports. Built to surface the decisions that matter, not vanity metrics.
Lead-gen for services
Dental clinics, training institutes, professional services — cost-per-lead campaigns with CRM integration and lead-quality tracking down to the appointment.
Cross-market campaigns
Bilingual and multilingual ad copy (English, Malayalam, Arabic contexts), audience behavior differences between Indian and UAE consumers, and currency/timezone management at portfolio scale.
Selected results
Numbers from real campaigns
Anonymized snapshots from client work and my own brand.
Scaled a modest-fashion Shopify store from cold start to consistent profitability within 90 days using phased creative testing.
Dental clinic campaigns in UAE targeting specific communities, with CRM-tracked appointment show-up rates above 60%.
Digital marketing training institute — rebuilt targeting framework and Malayalam ad copy to double qualified lead flow in one quarter.
Background
The path here
A timeline of the key moves that shaped how I approach performance marketing today.
ThinkWork Agency
Performance Lead
Managing a portfolio of 144+ Meta Ads accounts for D2C and lead-gen brands across India and the UAE. Building standardized reporting infrastructure and creative testing systems at agency scale.
Souq Annisa
Founder & brand owner
Running a modest-fashion e-commerce brand end to end — product, Shopify, paid media, CRM. Being on both sides keeps my agency work honest.
Performance marketing career
2019 – present
Seven years across agencies and direct brand work, specializing in Meta Ads, creative strategy, and full-funnel measurement for Indian and international markets.
Tools I work with
Let's make your ad spend work harder
Whether you need a full-funnel audit, a campaign rebuild, or ongoing performance management — I’m based in Calicut and work with brands across India and the Gulf.