HAFIS MOHAMMED
Senior Performance Marketing Strategist
Dubai
Summary
Growth-focused digital marketing strategist with over 12 years of experience in media buying, performance marketing, and conversion-driven digital advertising. Led the strategic management of over $50 million in ad spend across Meta, Google, and other platforms, with consistently tracked revenue returns averaging 7x for clients. Adept at full-funnel planning, budget allocation, performance analysis, and automation-led scaling across e-commerce, healthcare, and education sectors. Known for translating complex marketing goals into executable roadmaps while overseeing creative, technical, and campaign teams to deliver on performance KPIs.
Overview
14
14
years of professional experience
2010
2010
years of post-secondary education
4
4
Certifications
Work History
Agency Head – Performance & Media Strategy
Upila Digital
01.2021 - Current
- Direct strategy lead for paid media across healthcare, ecommerce, and service brands with total ad spend exceeding $50 million.
- Developed and scaled high-impact campaign frameworks across Google and Meta Ads, leading to sustained ROAS improvements and tracked 9x revenue returns for multiple clients.
- Led creative briefing, campaign planning, funnel setup, and full-funnel retargeting across all major platforms.
- Oversaw GA4 migration, CRM integrations, and end-to-end attribution setups across Shopify, WooCommerce, and custom stacks.
- Managed all client communication, strategy presentations, media plans, and stakeholder reviews while delegating execution to a performance team.
Performance Marketing Consultant (Freelance via Agency Network)
Agency Network
01.2017 - 01.2021
- Provided strategic guidance and execution oversight for multiple D2C brands and growth-stage businesses across the UAE and India.
- Specialized in scaling seasonal and occasion-based ecommerce through pre-event audience building, catalog ads, and conversion optimization tactics.
- Partnered with agency teams to lead media planning, testing workflows, and campaign execution.
Co-founder & Performance Marketing Specialist
Upila Digital
01.2012 - 01.2017
- Laid the foundation for Upila's performance-driven service delivery model across Google and Meta platforms.
- Managed performance accounts in apparel, consumer electronics, and service industries, delivering measurable ROI and funnel growth.
- Worked hands-on on keyword strategies, campaign optimization, event tracking setup, and early-stage client acquisition funnels.
Education
Bachelors - Mechanical Engineering
Viswesaraya Technological University
Skills
- Paid Media Strategy & Multi-Channel Execution
- Full-Funnel Planning & Conversion Optimization
- Ecommerce Campaigns (Catalog, Shopping, PMax, DPA)
- Lead Generation for Regulated Verticals (Healthcare, Education)
- Attribution & Event Tracking (GA4, GTM, Shopify)
- CRM & Automation (Email, WhatsApp, Zapier, Pabbly)
- Creative-Performance Integration & Test Planning
- Client Strategy, Reporting, & Business Reviews
- Team Leadership, Mentorship, and QA Oversight
Certification
Google Digital Guru – Black Belt (Performance Marketing)
INDUSTRY EXPERTISE
- Ecommerce: Apparel, Consumer Durables, Baby Products, Fresh Produce, Experience Gifting
- Healthcare: Telemedicine, At-home diagnostics, IV therapy, Preventive wellness
- Education: Online certification, Executive MBA, Upskilling programs
LEADERSHIP & TEAM MENTORSHIP
- Led performance marketing teams of 25–30 professionals across media, creative, content, and reporting
- Mentored junior performance marketers through structured training, webinars, and live account shadowing
- Built QA and SOP systems to standardize output and scale delivery across verticals
OTHER DETAILS
- Deeply familiar with campaign troubleshooting, funnel bottleneck diagnosis, and budget optimization
- Known for combining business-first thinking with platform expertise and creative communication
- Comfortable owning high-budget accounts, building trust with decision-makers, and scaling operations through efficient delegation
Timeline
Agency Head – Performance & Media Strategy
Upila Digital
01.2021 - Current
Performance Marketing Consultant (Freelance via Agency Network)
Agency Network
01.2017 - 01.2021
Co-founder & Performance Marketing Specialist
Upila Digital
01.2012 - 01.2017
Bachelors - Mechanical Engineering
Viswesaraya Technological University
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