Case Studies
Three engagements. SEO, digital marketing, and social — in detail.
Each case study follows the same structure: the challenge, the diagnosis, the strategy, execution, measured results, and what I'd do differently.
Scaled social-led ecommerce growth for Southeast Asia's fashion marketplace
Fashion Valet · Ecommerce · Social Media Marketing & Performance
Challenge
Fashion Valet had strong brand recognition but social media was treated as a content calendar, not a revenue channel. Paid social spend was rising without clear attribution to ecommerce conversions.
Diagnosis
A four-week audit found inconsistent creative testing, no unified UTM structure across Instagram and Facebook campaigns, and a disconnect between social engagement metrics and actual checkout data.
Strategy
Restructured social media around a performance framework — content pillars tied to product categories, retargeting sequences mapped to purchase intent, and weekly creative testing cycles.
Execution
Rebuilt the paid social account structure, implemented conversion tracking across Meta platforms, and trained the in-house team on performance reporting. Introduced influencer collaboration tied to trackable promo codes.
Results
Social engagement grew 3.2x. Cost per acquisition on paid social dropped 28%. Ecommerce revenue attributed to social channels more than doubled within nine months.
What I'd do differently
I'd invest in UGC (user-generated content) infrastructure earlier — the highest-performing creative came from customer content, and we only systematized that in month five.
Abdullah transformed our social media from a posting schedule into a revenue channel.
Marketing Director — Fashion Valet Ecommerce
SEO and digital marketing for Qatar's leading lifestyle app
My Book Qatar · Consumer App · SEO & Digital Marketing
Challenge
My Book Qatar had strong offline partnerships but weak organic visibility in a competitive Qatar lifestyle and deals market. App installs relied heavily on paid channels with rising CPI.
Diagnosis
Technical SEO issues were limiting crawlability. Content wasn't targeting high-intent local search terms. App store optimization was underdeveloped compared to competitors.
Strategy
Three-track approach: fix technical SEO foundations, build a content strategy around Qatar-specific lifestyle and deals keywords, and optimize app store listings for discovery and conversion.
Execution
Resolved indexing and site speed issues, launched a localized content program, restructured Google Ads around high-intent search terms, and optimized App Store and Play Store listings with A/B tested creative.
Results
Organic search traffic increased 186% within twelve months. App installs from organic channels grew 74%. Paid CPI decreased as organic share of acquisition increased.
What I'd do differently
I'd align the content team with a single editorial calendar from day one — early content was strong but published inconsistently until we locked a monthly production rhythm.
Our organic search visibility in Qatar improved dramatically within the first quarter.
Head of Digital — My Book Qatar
Digital and social media campaign for youth entrepreneurship
Shell Tameer · CSR Program · Social Media Marketing & Digital Strategy
Challenge
Shell Tameer needed to reach young entrepreneurs across Pakistan with a CSR program promoting business skills — but prior campaigns relied on traditional media with limited digital engagement among the target demographic.
Diagnosis
The target audience (18–30 year olds) was primarily on Instagram, YouTube, and Facebook — not consuming print or TV. Existing content was corporate in tone and didn't resonate with entrepreneurial ambition.
Strategy
Social-first campaign built around real entrepreneur stories, short-form video content, and community engagement — with clear CTAs driving program sign-ups and event attendance.
Execution
Produced a content series featuring Shell Tameer alumni, ran targeted social ads across Meta platforms, partnered with micro-influencers in the entrepreneurship space, and built a landing page optimized for mobile sign-ups.
Results
Social media reach grew 4.8x compared to the prior year's campaign. Program sign-up inquiries increased 320%. The campaign became a reference case for Shell's regional CSR digital strategy.
What I'd do differently
I'd build a year-round content engine rather than a campaign burst — the engagement spike faded after month three because we didn't have an always-on content plan behind the launch.
Abdullah built a social-first strategy that exceeded our engagement targets.
Program Manager — Shell Petroleum CSR (Shell Tameer)
Additional engagements across SEO, paid media, and social.
+ Summit Capital · Soneri Bank · iMoney · Eventure · hide.me VPN · Phenomenon Detroit · TimeLapse
Abdullah's SEO work for our CFA training platform directly improved our organic lead flow. He understands both search algorithms and our student acquisition funnel.
Founder — Arif Irfanullah CFA Institute
For a financial services brand, trust is everything. Abdullah's approach to content marketing and paid search gave us measurable leads without compromising our brand positioning.
Head of Marketing — Khabeer Financial Services