A consultant who still runs the accounts.

I started in paid media at Tradekey in Karachi and have spent the fifteen years since moving between the three sides of this industry: the network, the brand, and now my own practice.

At GroupM Pakistan I led a team of four on Coke Studio 14, Colgate-Palmolive and Shan Foods. At Publicis Groupe Malaysia I led a team of six on Pepsi across South East Asia. At Starcrest I ran launch campaigns for the iPhone 12 and 13 and the Proton X70 — the kind of work where the media plan is fixed months out and the only variable left is execution.

Brand side taught me the other half. At Hilal Foods I built a ten-person e-commerce team from nothing. At Alzohaib Textile I grew a D2C channel from under US$1,000 to US$9,000 a month. Both taught me what a P&L feels like from inside, which changes how you spend someone else's budget.

Since 2024 the work has been international: Leverify in the US, where spend went from $18K to $55K a month while ROAS went from 1.4× to 3.8×, and a US healthcare group where I have led the performance team remotely since November 2025. Through Vertex Vision, the agency I founded, I run thirteen live Meta and Google accounts for clients in the US, the UK, the UAE and Pakistan.

I have also been teaching digital marketing since 2017, which is the single most useful thing I do for my own practice. You cannot teach attribution badly to a room of forty students twice a year and keep hand-waving about it in client meetings.