Social Media Manager · Performance Marketer · Digital Marketing Executive
5+ years driving measurable growth through Meta & Google Ads, organic content strategy, and full-funnel lead generation — across industries from healthcare to immigration to lifestyle. Backed by an MSc in Psychology for audience intelligence that converts.
I'm a results-driven digital marketer with 5+ years of hands-on experience managing paid and organic campaigns across Meta, Google, Instagram, and Amazon — for clients in visa consultancy, mental health, lifestyle, and e-commerce.
What sets me apart is my MSc in Psychology. I don't just write captions — I understand cognitive biases, audience psychology, and the emotional drivers behind purchase decisions. That foundation shapes every campaign I build, from creative strategy to ad targeting to conversion copy.
I've built a clinic's social presence from zero to a converting funnel, managed high-volume Meta Ads for a Karachi-based immigration consultancy with 68K+ followers, and developed e-commerce brand strategies on Amazon and Shopify. I work independently, manage multiple accounts simultaneously, and report clearly on what's working — and what isn't.
I'm remote-ready and immediately available for full-time or freelance roles worldwide.
A Karachi-based one-window visa and travel consultancy established in 2014, offering services for UAE, UK, USA, Canada, Schengen, and 30+ countries. When I joined, the page had an established following but unoptimised lead generation — ad spend was high, cost-per-consultation booking was unsustainable, and content lacked a funnel structure to move followers from awareness to booked appointments.
High ad spend with no category-specific targeting. All visa types (tourist, student, immigration) were treated identically — resulting in unqualified leads, high drop-off in the booking funnel, and poor ROAS on Meta Ads campaigns.
Segmented content and ad campaigns by visa category. Built separate lead funnels for tourist, study, and immigration audiences. Introduced category-specific creative with destination-specific hooks. Implemented retargeting for page visitors who didn't convert.
Replaced generic travel posts with educational content: visa requirements, success stories, country-specific tips. Introduced Reels as a primary format, increasing organic reach by 3x. Weekly posting cadence upgraded from irregular to a structured content calendar.
| Campaign | Objective | Impressions | CTR | CPL | Leads | Conversion Rate | ROAS |
|---|---|---|---|---|---|---|---|
| UAE Visit Visa — Dubai Retargeting | Lead Gen | 184,200 | 4.2% | PKR 320 | 241 | 11.8% | 3.1× |
| UK Student Visa — Cold Audience | Awareness + Lead | 312,000 | 2.8% | PKR 510 | 174 | 8.4% | 2.2× |
| Canada PR — Interest-Based | Lead Gen | 228,400 | 3.6% | PKR 440 | 196 | 9.7% | 2.8× |
| Schengen Bundle — Lookalike | Conversions | 157,800 | 3.1% | PKR 380 | 132 | 10.2% | 2.6× |
| USA Visit Visa — Remarketing | Lead Gen | 96,200 | 5.1% | PKR 290 | 168 | 13.2% | 3.4× |
A Pakistani lifestyle and personal diary influencer account documenting everyday fashion, beauty, and lifestyle moments for a young female audience in Pakistan. The account had organic authenticity but lacked a monetisation strategy, consistent aesthetic direction, and the brand collaboration appeal needed to grow into a revenue-generating influencer profile.
Inconsistent posting, no defined aesthetic, and zero brand collaboration strategy. Content was authentic but scattered — mixing too many themes with no hook structure. Engagement was primarily from close followers with minimal discovery traffic.
Defined a clear content mix: 40% fashion/OOTD, 30% lifestyle diary, 20% beauty, 10% trending formats. Built a Reels-first strategy with strong hooks in the first 2 seconds. Created a media kit and pitched the account to 8 local Pakistani brands for paid collaborations.
Introduced a cohesive warm-toned filter preset for feed consistency. Moved from static posts to Reels as the growth engine. Wrote caption frameworks using storytelling + CTA structure. Optimised hashtag strategy from random tags to a tiered 15-tag system.
A psychiatry and therapy clinic in DHA Phase 6, Karachi, founded by consultant psychiatrists Dr. Shameel Khan and Dr. Humera Saeed. When I joined in 2021, the clinic had no social media presence, no Google Business profile, and zero digital footprint. The challenge: breaking through Pakistan's deeply entrenched mental health stigma while building a trustworthy clinical brand and generating therapy appointment bookings through organic and paid digital channels.
Zero digital presence, a niche with severe cultural stigma in Pakistan, and a clinical audience that needed trust before they would ever DM a therapy clinic. Pakistani audiences were unlikely to engage publicly with mental health content, making standard engagement metrics unreliable as a success measure.
Built all profiles from scratch within 30 days. Used an educational, destigmatising content strategy — framing mental health through relatable, everyday Pakistani experiences. Ran awareness-first Meta Ads before retargeting for appointments. Implemented on-page SEO on WordPress for therapy keywords in Karachi.
Used my MSc Psychology background to write credible, empathetic content — not generic wellness quotes. Created educational posts on anxiety, depression, and burnout in Urdu and English. Developed a WhatsApp inquiry workflow to convert DMs to booked appointments with a streamlined response protocol.
Digital channels drove 95% of all appointment inquiries within 18 months of launching the clinic's online presence.
| Campaign | Objective | Reach | Engagement | Inquiries | CPL | Booked Apts |
|---|---|---|---|---|---|---|
| Anxiety Awareness — DHA/Clifton | Awareness | 82,000 | 4.8% | 94 | PKR 480 | 34 |
| Therapy Booking — Lookalike | Conversions | 44,200 | 3.2% | 72 | PKR 540 | 28 |
| Student Burnout — University Area | Lead Gen | 68,400 | 5.6% | 110 | PKR 390 | 42 |
| World Mental Health Day — Boost | Awareness | 142,000 | 6.2% | 180 | PKR 220 | 60 |
Adeeba completely transformed our online presence. She restructured our Meta Ads campaigns by visa category — something we'd never thought of — and our consultation bookings nearly doubled in six months. She reports on performance weekly and always brings data-backed recommendations. Highly professional and reliable.
What impressed me most was how Adeeba wrote our mental health content. She wasn't just reposting wellness quotes — she genuinely understood clinical concepts and translated them into posts that resonated with Pakistani audiences. She built our entire brand from nothing and turned it into our biggest source of new patient inquiries.
My engagement went from barely 1% to consistently over 5% after Adeeba restructured my content strategy. She helped me secure my first six paid brand collaborations, built a media kit, and created a posting system I could actually follow. My account finally started growing the way I always wanted it to.
I'm immediately available for remote roles worldwide — full-time, part-time, or freelance. Whether you need someone to own your entire digital marketing function or take over a specific channel, I'm ready to deliver results from day one.