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Portrait of Zulfiqar Ali
Credentials Meta Certified Media Buying Expert · Google Ads Certified · Certified Professional Marketer
About

More than a media buyer.
A growth operator.

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.

  • Strategy
  • Media buying
  • Data
  • Creative
  • CRO
  • E-commerce
  • Leadership

Education

  • MS, HRM & MarketingThe Islamia University of Bahawalpur · 2018–2020
  • MPA, Public AdministrationThe Islamia University of Bahawalpur · 2011–2013
  • BA, Bachelor of ArtsThe Islamia University of Bahawalpur · 2007–2009

Certifications

  • Certified Professional Marketer (CPM)
  • Google Ads — Google Skillshop
  • Meta Certified Media Buying Expert — Blueprint
  • Meta Pixel & Conversions API — Blueprint
  • Digital Marketing — Coursera

Independent profile

Career journey

A career built
around growth.

From 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.

Commercial marketing
12+ yrs
Teams built & trained
6–15
Brands managed
200+

Fashion retail · beauty · footwear · home · banking · healthcare · B2B marketplaces

  1. Nov 2023 — Now2023 — Now

    Manager, Performance Marketing

    Current
    Outfitters · Lahore — major Pakistani fashion & retail brandOutfitters

    Leads the paid acquisition engine across Meta, Google, TikTok & Snapchat. Manages and mentors the performance team.

  2. Jan 2025 — Now2025 — Now · Part-time

    Head of Digital Marketing

    Part-time
    Boosterex Digital Marketing Agency · LahoreBoosterex

    Sets campaign strategy and optimization standards across a multi-brand portfolio. Trains the performance team.

  3. Aug 2022 — Oct 20232022 — 2023

    Performance Marketing Expert – Team Lead

    Adex360 · Digital marketing agencyAdex360

    Directed paid acquisition for an e-commerce client portfolio across Meta, Google, TikTok & Snapchat against revenue targets.

  4. Jan 2021 — Jul 20222021 — 2022

    Manager, Performance Marketing

    Growex · Digital marketing agencyGrowex

    Built data-driven acquisition programs and the reporting that turned campaign data into commercial recommendations.

  5. Feb 2018 — Dec 20202018 — 2020

    Digital Marketing Consultant

    The Islamia University of BahawalpurThe Islamia University of Bahawalpur

    Google Ads & Meta Ads campaigns for program awareness and enrollment.

  6. Feb 2014 — Dec 20182014 — 2018

    Head of Marketing

    Asia Group of Companies · Diversified business groupAsia Group of Companies

    Owned marketing strategy across multiple business units; built and mentored the marketing team.

International consulting engagements

Luxury watch brand

Consulting · USA · Search & PMax
+60%

Wellness & Home Services

Lead generation · USA · A/B testing
−40%
10 — Growth stack

The tools behind
the numbers.

Grouped by the job they do in the growth engine. Marked tools are rated expert-level in my portfolio.

Paid media

  • Meta Ads ManagerExpert
  • Google AdsExpert
  • TikTok Ads
  • Snapchat Ads
  • Twitter Ads

Analytics

  • Google Analytics 4Expert
  • Hotjar
  • Marketing reporting

E-commerce

  • ShopifyExpert
  • Amazon Seller Central

CRM / Retention

  • MailchimpExpert
  • Email automation
  • Remarketing

Tracking

  • Google Tag ManagerExpert
  • Meta Pixel
  • Conversions API

Optimization

  • Hotjar (CRO)
  • A/B testing
  • SEO
08 — How I work

From business problem
to measurable growth.

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.

  1. 01

    Audit & diagnose

    Account structure, tracking integrity, creative performance — and where budget is actually leaking.

    Structure, tracking, creative — and where budget leaks.

    You get → prioritized fix list
  2. 02

    Strategy & plan

    Full-funnel channel plan, budget split, and the KPI each channel is accountable for.

    Channel plan, budget split, one KPI per channel.

    You get → channel plan & KPIs
  3. 03

    Build & launch

    Campaign architecture, audiences, a creative testing framework and conversion tracking (Pixel / CAPI).

    Architecture, audiences, testing, Pixel / CAPI.

    You get → live, measured campaigns
  4. 04

    Scale & reallocate

    Continuous optimization, moving spend toward the highest-returning channels.

    Spend moves to the highest-returning channels.

    You get → compounding efficiency
  5. 05

    Report

    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.

    You get → board-ready reporting

Want a senior operator on your account?

A free 30-minute strategy call — no pitch deck, just your numbers.

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