Case studies · Operating scope
The work
Five years of growth work — wealth management, fintech, D2C, and one product of my own.
Cutting cost per qualified lead 90%
at a wealth management firm
CLIENT · B2C WEALTH MANAGEMENT · 2021–2024
The problem
A qualified lead cost roughly $30,000. In a business where every relationship starts with skepticism, the acquisition math simply didn't work at scale. Regulated category, small wealthy audience, long trust cycles, heavy agency dependency.
What I did
Took ad buying in-house and rebuilt campaigns to find the right leads, not just more leads. Mapped every channel to a funnel stage (Lead → SQL → SAL → Client) so each asset had one measurable job. Segmented nurture journeys by investor profile and intent stage.
AI-assisted production
Introduced AI-assisted multilingual production (EN/AR/FR), cutting asset production time ~50%. Marketing became accountable for winning clients — brand awareness was the means, not the goal.
Performance data
Cost per SAL — indexed (M0 = 100 ≈ $30K)
What one qualified lead costs, month 0 to month 36 — indexed trend from ≈$30K to ≈$3K.
New clients won — YoY growth (%)
New clients won each year, as growth over the year before.
From Domain Rating 7 to outranking J.P. Morgan
in AI search
CLIENT · YMYL FINANCE · EN/AR · 2021 – PRESENT
Act I — build the engine
Site at DR 7, ranking ~30 keywords. Content gap analysis 5×'d ranking keywords in 5 months. Technical SEO shipped with dev team — structured pages, schema, automated crawl monitoring. Publisher partnerships lifted referral traffic 40%.
Act II — search changed
AI assistants and AI Overviews began answering questions before users reached a results page. I instrumented it instead — engaging a third-party AI-analytics platform to audit how the brand surfaces inside LLMs across core markets.
Act III — win the new surface
#1 in AI-search visibility ahead of J.P. Morgan, BlackRock, Fidelity, Goldman Sachs, and UBS. ChatGPT visibility 22.6% vs 1.6% for the next-best wealth brand. +108% event-day clicks, CTR 0.61%→0.90%, +48% post-event floor.
Performance data
Google rankings & domain rating — Jun 2021 → Q1 2025
Source: Ahrefs. YMYL finance category · EN/AR markets.
AI-search visibility score — Nov 2025
ChatGPT · Gemini · Perplexity · Copilot+
#1 — ahead of J.P. Morgan, BlackRock, Fidelity, Goldman Sachs, UBS
Measured by an independent third party · Nov 2025. ChatGPT: 22.6% vs 1.6% for next-best wealth brand.
Foundations that compounded
Turtlemint & Freakins
GROWISTO, MUMBAI · SEO & CONTENT STRATEGY · 2019 – MID-2020
The setup
Two brands, 2019 to mid-2020 — an insurance marketplace and a D2C denim label, each needing an organic engine built from scratch. The shaded band on each chart marks my tenure; the curves that follow ran on those foundations.
Turtlemint — insurance, India
YMYL content before I knew the acronym. Keyword-gap analysis and a structured content pipeline took organic clicks and impressions up ~700% within 7 months — and the engine kept climbing.
Freakins — D2C denim, India
Category and product-cluster architecture laid down in 2019–20 became the structure its later growth ran on. Organic growth is a system you install, not a campaign you run.
Performance data
Turtlemint.com — Google rankings · Jun 2019 → Dec 2021
Shaded band = my tenure (Jun 2019 – Aug 2020). Source: Ahrefs.
Freakins.com — Google rankings · Jun 2019 → 2023
Shaded band = my tenure. Category architecture laid in 2019–20 became the structure later growth ran on.
Building an agency's digital arm from zero
Miracle Design Agency
MIRACLE DESIGN · COMMUNICATIONS AGENCY · 2020–2021
The starting point
A 25-year-old communications agency whose digital offering was social media management — posts, calendars, community. No media buying. No performance marketing. No search. No email marketing.
What I built
Pitched and stood up an entirely new service line: paid media buying and performance marketing across search and social. Extended into SEO and email — four capabilities the agency had never sold. Ran proposals, tender submissions, campaign architecture, KPI frameworks. Managed Hempel's regional digital presence.
The result
+45% agency net revenue in Q1. Cut client CPCs ~25%. Lifted retention ~20% through email re-engagement. This is the closest thing marketing has to founding: no playbook, no existing revenue, sell it before you build it.
What building my own AI app taught me about growth
OurSplit
OURSPLIT · NEXT.JS + SUPABASE · 2026 · LIVE TRIAL
The build
Full-stack build: Next.js frontend, Supabase backend, shipped solo with AI-assisted development. Core product decisions locked; currently in live trial with real usage.
What it proves
AI-native, in practice: taking an idea to a working product solo, then applying growth thinking to something I own end to end.
Operating scope
What I run beyond campaigns
Executive reporting
Quarterly marketing reports to the board
Since 2021 I've written the board's quarterly report on client acquisition — how many qualified leads we won, what each cost, which channels delivered, and where the budget goes next.
Product go-to-market
Launched a digital wealth platform
Owned the launch of a client-facing investment platform end to end: who to target, what to say to each audience, and a channel-by-channel launch calendar — planned and executed through release.
Media intelligence
Post-event media analysis at scale
After a flagship investment summit, led a 44-page review across TV, press, and social — 750 articles and 1,000 posts analyzed for tone, themes, and spokesperson visibility.
Systems design
Every channel, one job
Designed the communication architecture mapping eight channels — site, email, WhatsApp, LinkedIn, X, press, prospect journey, in-app — to stages of the client journey.
Selected numbers
Earned media value in 10 days
Flagship investment conference — 7 TV partnerships across two markets.
Languages — Swiss B2C launch
Petiole Asset Management, Zurich. EN/FR/DE. +30% session duration, +15% registrations.
In-house team + agency partners
Built in-house function, reducing external dependency ~30%.
Asset production time
AI-assisted multilingual content across English, Arabic, and French.
Languages shipped in
English, Arabic, French, and German — strategy, localization, and QA across markets.