About

I grew up in Lahore. Studied electrical engineering at UET, finishing in 2020.

COVID hit during my last semester. Stuck at home, I taught myself code through online courses and started freelancing in development. I was good at it. I didn't love it. The work was abstract. You'd ship something and never know if it mattered.

I drifted into marketing because of the math. You spend a dollar, you see a result. You change a variable, you see what changes. The visibility was the opposite of what code felt like.

I picked Amazon because Amazon is the most measurable channel in commerce. That was 2021. I've been working on Amazon accounts every day since.

The pattern, in one sentence: most agencies don't grow accounts. They manage the cost of them, and they hide the difference from the client.

Brand owners rarely have a clear view of what's actually happening. The diagnostic doesn't get surfaced. On the agency side, one manager runs fifteen brands. The job becomes risk management, not growth. Bid up, bid down, send the report. Nobody has time to think.

Most agencies are good at maintenance. They are not good at growth. The model rewards quantity over quality, so quantity is what you get.

I respect the work. I think the model is broken.

Three things, in order:

Tech where it matters. Build software around the agency so we spend time thinking instead of formatting reports.

Honest reporting. Show the client the actual numbers, including the ones that make us look bad. Work from there.

Time to think. Fewer brands per operator. Worse margins in the short run. Worth it.

The omnichannel ambition came later. One company across the whole mix. One number that means the same thing everywhere. Harder to build than a single-channel agency. Also the right one.