PAID MEDIA & PERFORMANCE STRATEGY LEADER

Driving measurable growth through paid media, analytics, and platform-led performance at scale.

14+ years leading paid media, analytics, and performance strategy across e-commerce, telecom, fintech, and FMCG—scaling brands through data-driven execution.

Senior performance leadership across platforms, agencies, and in-house teams

14+ Years Experience

Paid Media • Analytics • Performance Strategy

$7M+ CAD Media Managed

Across Google, Meta, Programmatic & Performance Channels

WPP & Alibaba Group Experience

Leadership roles across agency & platform ecosystems

Authorized to Work in Canada

Open Work Permit (No Sponsorship Required)

Cross-Industry Impact

E-commerce • Telecom • Fintech • FMCG

Selected Experience

Senior leadership roles across agency, platform, and enterprise environments, delivering measurable growth through paid media and analytics.

Head of Live Commerce & Performance — Daraz (Alibaba Group)

2022–2024

Regional leadership role spanning Bangladesh and South Asia, focused on e-commerce growth and platform monetization.

Channels & tools: Meta, Google, Programmatic, Creator Commerce, Analytics & Attribution

Senior Performance & Analytics Leadership — WPP / GroupM (Agency)

Senior leadership roles within global agency environments, overseeing large-scale media investment and performance outcomes.

Channels & tools: Google Ads, Meta Ads, DV360, Programmatic, Measurement & Reporting

Senior Digital & Performance Leadership — Telecom & Consumer Platforms

Performance leadership across large-scale telecom and consumer digital platforms, covering acquisition, engagement, and monetization.

Domains & focus: Telecom, E-commerce, Fintech, FMCG, Performance Marketing, Analytics, Growth Strategy

How I Drive Growth

A structured, data-driven system for scaling platforms, brands, and revenue across media, analytics, and performance ecosystems.

Strategy & Measurement

Define growth objectives tied to business KPIs
Build full-funnel measurement across acquisition → monetization
Translate data into clear, actionable decisions

Focus: Business KPIs • Incrementality • Attribution • ROI

Media & Channel Execution

Design and execute performance strategies across Google, Meta, programmatic, and creator-led channels
Balance scale, efficiency, and experimentation across always-on and campaign media
Optimize spend allocation dynamically based on performance signals

Channels: Google • Meta • Programmatic • Creator Commerce

Analytics & Optimization

Identify growth opportunities across the full user journey using analytics
Continuously test and optimize creatives, audiences, and funnel performance
Ensure clean data pipelines and reliable reporting for decision-making

Focus: GA4 • Measurement • Experimentation

Leadership & Stakeholder Management

Lead cross-functional teams across media, analytics, product, and technology
Partner with regional, global, and client stakeholders on strategy and execution
Build scalable processes that support sustained growth

Where I’ve Delivered Impact at Scale

Applying performance strategy across global platforms, agency ecosystems, and high-scale consumer businesses.

E-commerce & Platform Growth

Integrated paid media, creators, and campaigns into unified monetization funnels
Drove 139% growth in livestream orders through platform-wide live commerce strategy
Scaled affiliate and creator-led commerce with 109% growth in KOL-driven orders

Platforms: Daraz (Alibaba Group) · Creator Commerce · Performance Media

Agency & Media Investment Leadership at Scale

Managed $7M+ CAD equivalent media budgets across Google, Meta, and programmatic
Led national and regional performance strategy across multiple industry verticals
Built and guided cross-functional teams across media, analytics, and optimizatio

Ecosystem: WPP / GroupM · Google Ads · Meta Ads · DV360

Telecom & Consumer Platform Growth

Led performance and growth strategy for high-scale telecom and digital platforms with millions of users
Drove acquisition, engagement, and monetization through lifecycle optimization
Partnered with product, tech, and analytics teams to improve funnel performance

Domains: Telecom · Consumer Apps · Lifecycle Growth

Cross-Industry Growth Execution

Applied performance frameworks across E-commerce, Telecom, Fintech, and FMCG
Adapted growth strategy to varying business models, maturity levels, and markets
Delivered consistent performance through KPI-led execution and advanced analytics

Focus: Growth Strategy · Analytics · Performance Marketing

Tools, Platforms & Measurement Stack

Hands-on experience across paid media, analytics, programmatic, and measurement ecosystems used by global platforms and enterprise brands.

Tools I’ve used hands-on in live production environments, not theoretical exposure.

Paid Media & Buying Platforms

Google Ads — Search, Display, YouTube
Meta Ads — Facebook & Instagram
TikTok Ads
Programmatic — DV360, Eskimi

Full-funnel execution across acquisition, retargeting, and scale phases

Analytics & Measurement

GA4 (event design, funnels, attribution)
Conversion APIs & SDK-based tracking
Incrementality, lift-based measurement & advanced attribution (beyond last-click)

Measurement built for decisions, not vanity metrics

Data, Reporting & Optimization

Looker Studio performance dashboards
SQL-supported analysis & reporting workflows
Experimentation frameworks (A/B testing)
Budget pacing and signal-based optimization

Turning raw performance data into actionable growth insights

Commerce & Platform Ecosystems

Live commerce & affiliate growth models
Creator-led performance commerce
Marketplace & app-based monetization
Platform growth and revenue scaling

Hands-on experience across e-commerce platforms, creator ecosystems, and consumer apps

Selected Case Highlights

Real-world examples of scaling platforms, brands, and revenue through performance media, analytics, and platform-led growth.

Daraz (Alibaba Group) — Live Commerce & Platform Growth

Role: Head of Live Commerce & Performance

Regional e-commerce platform | South Asia | Marketplace & creator ecosystem

Context

Live commerce existed as a feature but lacked scale, creator integration, and measurable revenue impact across the platform.

What I Did

Owned platform-wide live commerce and creator-led commerce strategy
Integrated affiliates, creators, and paid media into core campaign execution
Built performance frameworks linking content, traffic, and orders

Impact

139% growth in livestream-driven orders
109% growth in KOL-led commerce orders
Live commerce embedded into core monetization roadmap

Primary Focus

Platform growth · Creator commerce · Performance strategy · Measurement

WPP / GROUPM

Role: Senior Performance & Analytics Leadership

Global agency environment | Telecom, FMCG & Fintech | High-scale media investment

Context

Managed complex, high-budget performance programs across multiple categories with pressure on efficiency, attribution, and business outcomes.

What I Did

Led performance strategy across Google, Meta, and programmatic platforms
Owned planning, optimization, and analytics frameworks across clients
Built and guided cross-functional media and analytics teams

Impact

Managed $7M+ CAD equivalent annual media investment
Improved acquisition and retention efficiency across categories
Shifted reporting from vanity metrics to business KPIs

Primary Focus

Performance leadership · Budget ownership · Analytics & attribution

What I’m Looking For Next

Senior growth, performance, and analytics roles where strategy, execution, and measurement come together.

Target Roles & Environments

• Senior Performance / Growth Marketing roles
• Paid Media, Analytics, or Platform Growth leadership
• In-house, product-led, or platform businesses
• Teams that value data, ownership, and outcomes

The Problems I Enjoy Solving

• Scaling acquisition without burning efficiency
• Fixing attribution and measurement blind spots
• Turning media, creators, and platforms into revenue
• Aligning marketing spend with real business KPIs

Availability & Location

• Open Work Permit — Canada
• Ontario-based (Windsor, open to GTA and remote roles)
• Full-time or contract roles
• Hybrid or in-house preferred

Comfortable working across time zones with global teams

Let’s Talk

If you’re building a performance-driven team and need senior leadership across media, analytics, or growth, I’d love to connect.