Performance Marketing & E-commerce Growth Expert. I help e-commerce and Shopify brands in the US and worldwide scale profitably across Meta, Google, TikTok and Snapchat — combining full-funnel strategy, CRO, clean tracking and reporting an owner or CMO can act on.
Paid media is one lever. I work across the whole commercial funnel — acquisition, conversion, retention and measurement — so growth compounds instead of leaking between channels.
Paid media, customer acquisition, audience strategy and scalable campaign architecture.
Paid media, audience strategy, scalable campaign architecture.
KPI → CAC · ROAS · MERLanding pages, CRO, funnel optimization, product discovery and checkout performance.
Landing pages, CRO, funnel and checkout performance.
KPI → CVR · AOV · CPAEmail automation, customer segmentation, remarketing, lifecycle marketing and repeat purchase.
Email automation, remarketing and repeat purchase.
KPI → LTV · Repeat rateGA4, GTM, Pixel & CAPI, Shopify data, attribution and reporting that drives decisions.
GA4, GTM, Pixel & CAPI, reporting that drives decisions.
KPI → Signal quality · TrustEach service starts from the problem it solves and ends with the result it has already produced for someone else.
Spend is scaling faster than profit.
Account architecture, budget allocation by marginal return, creative rotation across channels.
$50M+ managed across 200+ brands
Discuss this serviceTraffic arrives, but the store doesn't convert it.
Collection structure, tagging, navigation and landing-experience fixes driven by behavior data. Shopify marketing
34.30 peak ROAS after Shopify & funnel fixes — USA apparel
Discuss this serviceProspecting and retargeting fight inside the same campaigns.
TOF / MOF / BOF structure, stage-matched creative and a staged scaling plan.
Leads are expensive, low-intent — or both.
Audience segmentation, mid-funnel nurture, frequency control and A/B testing.
−40% CPL — USA wellness & home services
Discuss this serviceHigh-intent demand is going to competitors.
Performance Max and Search campaigns built around intent, feeds and conversion value. Google Ads management
+60% traffic & session time — luxury watch brand (USA)
Discuss this serviceAd fatigue, broad targeting and a creeping CPA.
Audience structure, creative testing incl. UGC, bid strategy and server-side tracking. Meta Ads management
51.79 peak ad-set ROAS on $186.8K spend — USA fashion
Discuss this serviceEvery sale is paid for twice because customers don't return.
Automated sequences, segmented campaigns and remarketing built for repeat purchase.
Lifecycle automation & remarketing for seasonal fashion collections
Discuss this serviceNobody trusts the numbers, so budget follows habit.
Tracking integrity, attribution clean-up and reporting a CMO can act on.
Problem: spend is scaling faster than profit. Fix: account architecture, budget allocation by marginal return, creative rotation across channels.
$50M+ managed across 200+ brands
Discuss this service →Problem: traffic arrives, but the store doesn't convert it. Fix: collection structure, tagging, navigation and landing-experience fixes driven by behavior data.
34.30 peak ROAS after Shopify & funnel fixes — USA apparel
Discuss this service →Problem: prospecting and retargeting fight inside the same campaigns. Fix: tOF / MOF / BOF structure, stage-matched creative and a staged scaling plan.
Discuss this service →Problem: leads are expensive, low-intent — or both. Fix: audience segmentation, mid-funnel nurture, frequency control and A/B testing.
−40% CPL — USA wellness & home services
Discuss this service →Problem: high-intent demand is going to competitors. Fix: performance Max and Search campaigns built around intent, feeds and conversion value.
+60% traffic & session time — luxury watch brand (USA)
Discuss this service →Problem: ad fatigue, broad targeting and a creeping cpa. Fix: audience structure, creative testing incl. UGC, bid strategy and server-side tracking.
51.79 peak ad-set ROAS on $186.8K spend — USA fashion
Discuss this service →Problem: every sale is paid for twice because customers don't return. Fix: automated sequences, segmented campaigns and remarketing built for repeat purchase.
Lifecycle automation & remarketing for seasonal fashion collections
Discuss this service →Problem: nobody trusts the numbers, so budget follows habit. Fix: tracking integrity, attribution clean-up and reporting a CMO can act on.
Discuss this service →A structured teardown of Meta, Google, TikTok or Snapchat with a prioritized fix list.
End-to-end paid media ownership across channels, with regular reporting.
Strategy, budget allocation and reporting frameworks for in-house or agency teams.
Practical paid media training for performance marketers — delivered to teams of 6–15.
Engagements across the USA — real spend, real returns, and the thinking behind them. Every figure is labelled exactly as it appears in the ad account.
Full-funnel segmentation, dynamic catalog retargeting, UGC and bid-cap control.
Total spend $213.1K · Store Shopify CRO
Challenge: TOF, MOF and BOF mixed in one campaign; weak store structure. Strategy: Funnel-stage campaigns, collection & tag fixes, creative testing.
Fix the foundations before you scale the spend.
Total spend $213.1K · Store Shopify CRO
Challenge: TOF, MOF and BOF mixed in one campaign; weak store structure. Strategy: Funnel-stage campaigns, collection & tag fixes, creative testing.
Fix the foundations before you scale the spend.
Have a similar challenge?
Bring your numbers. I'll show you where the growth is hiding.
Return, efficiency and growth across engagements. Every figure comes from a case study or role on this site and is labelled as it appears in the source — nothing estimated, nothing rounded up.
Peak ROAS = the best-performing ad set or line in each account's Ads Manager export, scaled to the highest (51.79). Spend is the total for the period, in the currency each account ran in.
Want your account on this wall?
Book a Strategy CallFrom heading marketing for a diversified business group to leading the paid acquisition engine of one of Pakistan's largest fashion retailers — with agency and international consulting work throughout.
Fashion retail · beauty · footwear · home · banking · healthcare · B2B marketplaces
Leads the paid acquisition engine across Meta, Google, TikTok & Snapchat. Manages and mentors the performance team.
Sets campaign strategy and optimization standards across a multi-brand portfolio. Trains the performance team.
Directed paid acquisition for an e-commerce client portfolio across Meta, Google, TikTok & Snapchat against revenue targets.
Built data-driven acquisition programs and the reporting that turned campaign data into commercial recommendations.
Google Ads & Meta Ads campaigns for program awareness and enrollment.
Owned marketing strategy across multiple business units; built and mentored the marketing team.
Five stages, one principle: every channel is accountable for a number, and you always know what was spent, what it returned and what changes next.
Account structure, tracking integrity, creative performance — and where budget is actually leaking.
Structure, tracking, creative — and where budget leaks.
Full-funnel channel plan, budget split, and the KPI each channel is accountable for.
Channel plan, budget split, one KPI per channel.
Campaign architecture, audiences, a creative testing framework and conversion tracking (Pixel / CAPI).
Architecture, audiences, testing, Pixel / CAPI.
Continuous optimization, moving spend toward the highest-returning channels.
Spend moves to the highest-returning channels.
A clear commercial view for owners and CMOs: what was spent, what it returned, what changes next.
What was spent, what it returned, what changes next.
Different titles, the same underlying problem: growth that has to be profitable, defensible and repeatable.
"We're spending more every month, but profit isn't keeping up."
D2C and retail brands on Shopify / WooCommerce that need paid acquisition to scale profitably — not just spend more.
Paid acquisition that scales profitably — not just spends more.
"Our client accounts need senior hands we don't have in-house."
A senior operator behind your client accounts: strategy, account audits, scaling and team training — white-label or named.
A senior operator behind your client accounts — white-label or named.
"I need channel numbers I can defend in a board meeting."
An accountable partner for channel P&L: budget allocation, measurement you can trust, and reporting that holds up in a board meeting.
Budget allocation, measurement and reporting that hold up in a board meeting.
Grouped by the job they do in the growth engine. Marked tools are rated expert-level in my portfolio.
I'm Zulfiqar Ali — an e-commerce and performance marketing leader based in Lahore, working with brands in Pakistan, the UK, the USA and Europe. Over 12+ years I've managed $50M+ in ad spend across 200+ brands.
What I actually do: full-funnel paid media strategy, account restructuring and scaling, conversion tracking and CRO, budget allocation across channels, and performance reporting a CMO or owner can act on. If you're scaling an e-commerce brand — or need a senior operator behind your agency's client accounts — let's talk.
Education
Certifications
Independent profile
Brand-side employment, agency and consulting work across fashion retail, beauty, footwear, home, banking, healthcare and B2B marketplaces.
Have a growth challenge? Let's discuss the numbers. A free 30-minute strategy call — no pitch deck, just your account.