About
Fractional CMO. Ten years in marketing. $2M+ in ad spend managed for 200+ B2C and B2B businesses. Based in Dhaka, working with founders in the US, UK, Canada and Australia.
My story
I started in marketing in 2016, running ads and business development for a delivery company. What kept me there was a simple loop: understand people, solve a business problem, see the result in numbers.
Over the next decade I worked on every side of the table. On agency teams I learned speed and range. Freelancing with 200+ businesses, from DTC brands to clinics to HVAC companies, I learned that no two businesses grow the same way. As a CMO and Director of Advertising, I learned that marketing only matters when it shows up in sales, delivery and margin. And running my own businesses taught me what it feels like when the budget is your own money.
That last lesson shapes everything. I don’t measure success by impressions or a pretty dashboard. I measure it the way a founder does: did we win more of the right customers, at a cost the business can sustain?
Experience
Organizations are described, not named. Names and references are available once we’ve spoken.
US regenerative-care practice
Paid acquisition, lead generation, analytics and CRM follow-up.
US wound-care company
Marketing leadership through rapid growth.
US high-ticket services firm
Website, funnel, paid acquisition and CRO, built as one system.
WhiteX Digital
Growth agency for clients in the US, UK, Canada and Australia.
Bangladesh ecommerce marketplace
Ecommerce build and marketing; led a team of 12.
Agencies and brands in the US and Australia
Meta and Google campaigns for ecommerce brands; led teams of up to 4.
US insulation contractor · Irish online store
Paid social and search, audience research and ad copy.
Delivery company
First role: ads and business development.
The ideas behind my work
01 · Goodhart’s law
Economist Charles Goodhart observed that a measure turned into a target stops being a good measure. Cost per lead is the classic case. I track it, but I judge marketing by customers and margin.
02 · Richard Rumelt
Good strategy names the obstacle, picks a guiding approach, and lines up actions that support each other. My first two weeks with any client are diagnosis.
03 · Ehrenberg-Bass Institute
Byron Sharp’s research shows brands grow mainly by reaching more buyers and being easy to remember and find. So I balance capturing today’s demand with building tomorrow’s.
04 · April Dunford
Customers judge you against what they’d do instead, which is often nothing. Messaging starts there.
05 · Daniel Kahneman
Most decisions start fast and intuitive, then get justified slowly. Good marketing serves both: emotion to stop the scroll, evidence to close.
06 · Ockham’s razor
Before a new agency or platform, check how fast leads get a reply.
07 · The Stoics
Epictetus taught to separate what is in our power from what is not. I control the quality of the work and the honesty of the numbers, not the market. That’s why I don’t guarantee results, and why you’ll always see the real figures.
How I work with you
Credentials
Search, Display, Video, Shopping, Apps and Measurement, plus Google Analytics Individual Qualification. [Confirm current validity]
Stamford University
A delivery team that can execute under my direction, scoped and priced separately.
60 minutes · $120 · a written plan afterwards.
