webAffinity, founded in 2020, is a technology company works on primary and secondary data to target the right customers for the hand picked brands it work with. My key responsibilities include:1) Setting the vision, purpose and culture for the company2) Create and update a growth flywheel of the company based on our strengths.3) Responsible for creating a business strategy.4) Creating a culture of transparency by leveraging data and technology.5) Working with marketing and product teams to make sure that our cost of acquisition is on lower trajectory without compromising on quality or/and quantity.6) Exploring innovative ways to diversify our revenue sources.

Joined Gaditek in 2013. Under my leadership, took multiple learning and training initiatives to make sure our marketing teams, working in different industries, are aligned with the latest trends. Also worked with internal brands to setup their marketing teams and help them creating growth strategies with respective CEOs which helped them in achieving scalable growth.

It is always a fun to lead a company in one of the most competitive industries with a bootstrap setup, competing against the giants with funding of hundreds of millions of dollars! Complete out of the box thinking is necessary and that's my domain.My responsibilities include:1) Increase customer acquisition while reducing the cost of customer acquisition.2) Creating business strategy with the help of CEO, Finance and Product teams.3) Responsible for maintaining LTV to CAC ratio.4) Responsible for innovative pricing strategy which helps in increasing LTV while maintaining profitability.5) Responsible for creating functional strategy of Inbound, Affiliate/Partners, Advertising and Influencer Marketing to name the few.6) Responsible for creating a learning and winning culture.7) Responsible for creating financial projections with the help of Finance and Product teams.

Core responsibilities were to review all the credit requests put forward by the clients, analysing the risk and prepare recommendations to mitigate those risks under the guidelines of State Bank and internal HBL credit policies.