Growth & Marketing Leader

Led digital growth strategy for Hejaz Financial Services, Halal Money App, and Wahda App across Australia, Bahrain, and emerging international markets. Owned the end-to-end growth function across performance marketing, product analytics, CRM, SEO/SEM, marketing automation, conversion optimization, acquisition, engagement, and retention.

Partnered with executive leadership, Product, Engineering, Compliance, and regional teams to align investment and customer journeys with business outcomes. Increased brand awareness by 39%, website prospect engagement by 155%, qualified leads by 72%, and lead-to-customer conversion by 500%, while establishing scalable analytics, attribution, dashboard, and reporting processes.

Led end-to-end marketing and growth strategy for the fintech and digital-assets business, with responsibility for user acquisition, monthly active users, transaction volume, and revenue growth.

Reported to the Dubai regional headquarters through monthly business reviews and partnered with the Country Director on weekly planning. Designed integrated campaigns across paid, owned, and earned channels, optimizing performance marketing ROI, budget allocation, and growth initiatives using analytics and attribution data.

Owned digital revenue performance across online channels and built a scalable digital ecosystem to support promotional and commercial objectives.

Developed integrated strategies spanning owned media, paid channels, content, CRM, and performance marketing. Reported monthly business performance to the CEO and collaborated with the Marketing Director on channel strategy, campaign KPIs, performance metrics, and ROI optimization.

Owned user acquisition, digital growth, and performance marketing for a leading Indonesian cryptocurrency exchange. Led performance activities across performance advertising, CRM, SEO, ATL/BTL, digital media placement, and agency and vendor optimization.

Scaled acquisition to 4.5 million app downloads and 1.9 million monthly active users through targeting, segmentation, media placement, and channel optimization. Achieved more than 3.5 million app downloads with over 60% KYC completion, and led the Performance team from June 2022 through January 2023.

Led strategic and creative teams in developing digital strategy proposals and presentations to win new client business. Supported account teams with client relationship management, content and creative strategy, and digital performance delivery.

Won the Sinar Mas Land account, valued at USD 1–1.5 million annually. Drove at least 15% annual revenue growth through digital strategy, proposals, and media placement.

Led digital marketing and performance strategy focused on expanding advertising inventory, projects, and products.

Created and evaluated marketing campaigns, sales kits, media recommendations, and client-facing marketing strategies to support commercial growth.

Led the sales group and developed individual and team performance to achieve business targets.

Delivered at least 25% annual sales growth from 2015 to 2017, maintained or added a minimum of three billing commitments annually, and reduced team turnover through structured competition, rewards, and career-path development.

Transitioned from below-the-line marketing into digital advertising and media while achieving individual revenue targets.

Built capabilities in digital marketing, analytics, and performance marketing through client-facing account and revenue responsibilities.

Led end-to-end execution of events, sales-force initiatives, and below-the-line marketing activities to improve brand awareness and customer acquisition.

Managed and developed senior and junior marketers, coaching team performance and supporting delivery against business targets.

Bachelor of Economics with a focus on Accounting and Information Systems.