Murshidul Hasan

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Performance & Demand Generation

I turn paid media into measured, booked revenue — across B2B, e-commerce, and live commerce.

Paid media and demand-generation leader with 11+ years across agency, B2B, e-commerce, telecom, fintech, and FMCG — now running Canadian and U.S. client accounts at Douglas Marketing Group, with platform-scale live commerce at Daraz (Alibaba Group) and media leadership at GroupM (WPP) behind me.

See selected work Get in touch
11+
Years leading performance & growth
$7M+ CAD
Media managed across Google, Meta & programmatic
Daraz · WPP
Platform (Alibaba) & agency (GroupM) leadership
Murshidul Hasan, performance and demand generation marketer
Most performance marketers can run Google and Meta. Fewer can connect the full path — from a privacy-compliant tracking setup, to the creative and audience strategy that moves CPA, to the live and creator formats that are quietly becoming the next acquisition channel. That span is where I work.
 
I’ve managed up to $500K/month in media at GroupM, led platform-wide live commerce at Daraz that grew livestream-driven orders 139%, and today I build and optimize paid media, tracking, and conversion paths for North American clients in Canada. The throughline across all of it: measurement built for decisions, not vanity metrics.

Selected Work

Douglas Marketing Group
Digital Advertising Manager
Windsor, Ontario · Apr 2026 – Present
Run paid search, paid social, and YouTube for Canadian and U.S. clients, including B2B lead generation for Three Sixty Safety, CK Mechanical, and Ontario Greenhouse Vegetable Growers (OGVG). Built server-side GA4 / GTM tracking with Meta CAPI, UTM governance, and CASL/GDPR-compliant consent to sharpen attribution and qualified-lead volume, with weekly Looker Studio reporting and ongoing WordPress landing-page optimization.

FirstTrip
Digital Marketing Lead — Growth, Paid Media & Analytics
Dhaka · Apr 2024 – Aug 2024

Owned go-to-market and pre-launch growth for a new online travel platform — paid acquisition across Google and Meta, brand identity, and launch design and development. Built the foundational GA4 and Google Tag Manager measurement framework from scratch, then applied a data-driven acquisition and CRO approach to fix funnel drop-offs and scale early-stage user volume.

GroupM (WPP)
Head of Digital Media & Revenue Growth
Dhaka · Aug 2024 – Apr 2026
Led performance media across telecom, FMCG, finance, e-commerce, and consumer portfolios, managing up to $500K/month. Delivered ~25% YoY revenue growth and expanded share of wallet 30%+ across top enterprise clients through performance audits, campaign restructuring, and executive reporting. Led an 8-person digital team; lifted conversion rates up to 15%.
Daraz (Alibaba Group)
Head of Live Commerce
Dhaka · Aug 2022 – Feb 2024
Led performance-driven live shopping, creator, and affiliate campaigns during major retail moments, contributing to 139% growth in livestream-driven orders, and integrated live commerce into platform-wide acquisition and conversion funnels.
ShareTrip
Head of Digital Marketing
Dhaka · Sep 2021 – Jul 2022
Drove 3x online revenue growth through search, social, SEO, remarketing, and funnel optimization; cut CPA 20% via attribution cleanup and Firebase tracking improvements.
City Bank
Brand Manager & Digital Marketing Lead
Dhaka · Apr 2015 – Aug 2021

Led retail and cards lead generation — including Eid card-spend drives — generating 12K+ qualified leads across American Express credit cards and home, personal, and auto loans. Drove brand development for the American Express Platinum card, partnered with the IFC on the City Alo launch, and built the bank’s current websites (thecitybank.com, City Alo, City Islamic) plus the Citygem and Citygem Sapphire rebuilds — alongside content strategy and social-media leadership.

Approach

Measure first.

Clean tracking — server-side GA4/GTM, CAPI, consent compliance — before spend, so every decision rests on real data.

Spend toward revenue.

Optimize to CPA, CAC, ROAS, and pipeline, not impressions and clicks.

Test the full funnel.

Audience, creative, and landing page treated as one system, not separate levers.

Find the next channel early.

Live and creator commerce are where I built an edge before they were obvious — I look for that edge everywhere.

Stack & Tools

Google Ads (Search, Display, YouTube) · Meta Ads & CAPI · LinkedIn Ads · Microsoft Advertising · TikTok & Pinterest Ads · Programmatic · GA4 · Google Tag Manager (server-side) · Looker Studio · Power BI · SQL · WordPress · Mailchimp · Airtable · AI tools (ChatGPT, Claude, Gemini)

Insights

A running record of how I think about performance, measurement, and the formats coming next.

Running B2B lead gen in a privacy-first era

Running paid B2B lead generation for Canadian clients means starting with CASL and honest tracking. Why quality beats volume, and what I'd

Vanity metrics are a tax on bad decisions

A dashboard full of green numbers once hid an account losing money on every customer. Why impressions, clicks, and ROAS-in-isolation mislead —

Live commerce is coming to Western markets. Most marketers are unprepared.

Two years running live commerce at Daraz (Alibaba Group) taught me the three mistakes Western marketers make with the format — and

Let's connect

Open to conversations about performance marketing, demand generation, and live commerce.
Email me
murshidul@murshidul.com · linkedin.com/in/murshidulhasan · Windsor, Ontario, Canada