Performance Marketing · B2B Growth Strategy · Full-Funnel Systems
SCROLL TO EXPLORE
0%→0%
Lead workable rate — 3× lift in 2 years
0%→0%
Qualified-to-closed-won conversion
0%
CRM workflows automated via Salesforce
0+
Client base — referral GTM launched & live
How I Build Growth Systems
Every B2B lead engine I've built follows the same architecture. Channels feed into a qualification system. The system scores, routes, and nurtures. What survives becomes pipeline. What converts feeds back into the system. The funnel below is the one I built for a 20,000-client payroll business — scroll to watch it assemble.
Turned 20,000 existing clients into a lead generation channel from zero.
46leads/month
65%qualification rate
20Kclient base activated
TWO HR SERVICES FIRMS · UAE · 2019–2024
Owned AED 2M in annual paid media. Took an HR brand to #1 in its category.
AED 2Mannual budget managed
#1Alexa rank in category
15+keywords at #1
The Arsenal
Tools are only as good as the system they're part of. Hover on any node to see how it connects to the rest.
Paid Media
Analytics
CRM & Automation
Technical
Paid Media
Analytics
CRM & Automation
Technical
How I Got Here
No degree. No agency training. No pedigree. Just a decision to learn everything the hard way — and the results to prove it worked.
2016
The Start
Hindi-medium school in Uttar Pradesh. No university degree. Enrolled in a Diploma in Internet Marketing because the fee was something I could actually afford. Learned Google Ads, SEO, and analytics from scratch. Applied to everything. Got one yes.
2016–2018
First Campaigns
Joined a real estate developer as one of the founding members of its first digital marketing team. Managed PPC across 23 real estate projects on a ₹6.5 lakh monthly budget. No mentor. No playbook. Learned campaign architecture by building it and watching what broke.
2018–2019
Scale & Proof
Moved to an IT services company. Ran product listing, display, search, lead gen, and app-install campaigns on a ₹8 lakh monthly budget. Built remarketing flows with dynamic attributes via GTM. Took an eCommerce venture to 300% ROI improvement. Ranked #1 in SEO in the US and Canada for app-development keywords. This wasn't luck — it was pattern recognition kicking in.
2019
Dubai
Moved to the UAE. No visa sponsor lined up in advance. Figured it out on the ground. Landed at an HR services firm. Started competing with agency-trained, degree-holding marketers — and started winning.
2021–2024
Budget Owner
A second HR services firm. AED 2 million annual budget. Full ownership of paid media and organic. Self-taught Salesforce because nobody else was going to do it. Reached #1 Alexa rank in the HR services category — ahead of every established competitor.
2024–2026
System Builder
A payroll and benefits multinational in the UAE. Promoted to Performance Marketing Manager. Built the entire B2B lead generation engine from nothing — paid media, SEO, Salesforce automation, referral program, Sales–Marketing alignment. Tripled the workable rate. Launched a referral GTM across 20,000 clients. The chapter that turned five years of pattern recognition into a repeatable system.
NOW
Next
9 years. 5 companies. Zero degrees. The system works because I built it — and I'll build yours.
The Lab
Things I built on weekends because nobody told me not to.
Job Search Engine · Python · Live
naukridhaba.in
A job aggregator I built from scratch. Scrapes listings from multiple sources, deduplicates, and serves them in a clean interface. Named it "Naukri Dhaba" — a roadside joint for jobs. Because finding work shouldn't require a premium subscription.
Code-driven physics simulations — gravity wells, particle systems, orbital mechanics. Built because marketing is applied behavioral science, and understanding how systems work at the fundamental level makes you better at building them at the business level. Or maybe I just think particles are cool.
Full-Funnel B2B Lead Engine — Payroll & Benefits, UAE
The Problem
The company sells WPS-compliant payroll solutions and salary cards to businesses across the UAE. The target: HR managers, finance directors, and CFOs at SMEs and enterprises. When I joined, the marketing function had channels running but no system connecting them. Leads came in with no scoring, no qualification SOP, and no attribution. The workable rate sat at 16% — meaning 84 out of every 100 leads were junk.
What I Built
I rebuilt the entire lead generation engine from the ground up.
Channels: Restructured Google Ads (Search, PMax, Display), launched LinkedIn Ads for B2B targeting, ran Meta campaigns with MENA VPN segmentation, and built a DV360 programmatic layer. Managed SEO with 60+ articles targeting UAE payroll and WPS compliance keywords.
Qualification: Defined lead stages in Salesforce — from raw lead to MQL to SQL to closed-won. Built scoring rules, created qualification SOPs for the telesales team, and established bi-weekly pipeline reviews with Sales.
Automation: Automated 80% of CRM workflows in Salesforce. Built email nurture sequences in Customer.io, mobile engagement via CleverTap, and lead capture with OptinMonster. Created cross-platform dashboards in GA4, Google Ads, Search Console, and Looker Studio.
Referral GTM: Launched a referral program across the entire 20,000-client base — email campaigns, portal integration, exit popups, email signature CTAs, and non-responder automation. Hit 46 leads/month at a 65% qualification rate.
The Result
Lead workable rate: 16% → 48% (3× lift in 2 years). Qualified-to-closed-won rate: 37% → 52%. 80% of CRM workflows fully automated. Referral channel producing 46 qualified leads per month. Promoted from Specialist to Performance Marketing Manager.
Stack: Google Ads · LinkedIn · Meta · DV360 · Salesforce · GA4 · Customer.io · CleverTap · OptinMonster · Unbounce · Looker Studio
CASE STUDY
Referral GTM — Zero to 46 Leads/Month
The Problem
The business had 20,000+ active payroll clients. Not one of them had ever been asked for a referral. The company had no referral infrastructure — no tracking, no incentive structure, no outreach. An entire channel sitting at zero.
What I Built
Designed and launched the full referral GTM in 8 weeks. Built the tracking layer with Google Tag Manager events firing on referral form submissions. Set up CleverTap for mobile push notifications to existing clients. Created OptinMonster exit-intent popups on the client portal. Added referral CTAs to every employee email signature across the company. Built a non-responder automation sequence — if a client didn't engage with the first ask, a re-engagement flow triggered at 7 and 21 days via Customer.io.
The Result
Went from zero referral leads to 46 per month within four months. 65% of referral leads qualified — the highest qualification rate of any channel, because referred leads come pre-validated by someone who already uses the product. The program became self-sustaining with minimal ongoing budget.
Two UAE-based HR services companies running paid media without structured optimization. Budgets were being spent, but ROI attribution was thin, SEO was an afterthought, and campaign experiments were ad-hoc rather than systematic.
What I Built
At the larger of the two, I took ownership of an AED 2M annual budget across Google Ads and paid social (Facebook, Instagram, YouTube). Rebuilt campaign structures for optimal budget allocation. Implemented an SEO strategy alongside PPC — the two reinforced each other, with PPC data informing organic keyword priorities and organic rankings reducing CPC for branded terms.
At the other, I ran the full optimization cycle — PPC restructuring, display campaign management, and a systematic SEO push. Managed external media agencies and vendors. Ran conversion experiments continuously rather than as one-off tests.
The Result
Achieved #1 ranking on 15+ competitive keywords. Reached #1 Alexa rank in the HR services category — ahead of every competitor. Earlier in my career, at an IT services company, I delivered a 300% ROI improvement for eCommerce operations and hit #1 SEO rank in the USA and Canada for competitive app-development keywords.
Stack: Google Ads · Meta Ads · YouTube Ads · GA · SEMrush · Google Tag Manager