Mars
Interim Performance Marketing Ops Director, 2021 to 2022
Challenge
Performance marketing across 13 brands and 4 European markets had no shared way of comparing spend or results. Each market ran its own campaign structure and reporting, so nobody could see which £1 of the £75M+ budget was actually working harder than another.
Solution
Rebuilt the UTM and campaign taxonomy framework across all 13 brands so tracking and attribution meant the same thing in every market. Used the resulting visibility to reallocate the 15-person team's effort and budget toward what the data actually showed was working.
Result
75%+
reported year on year campaign efficiency improvement across 13 brands
“He managed to recruit amazing specialists and create a whole structure, which was especially challenging as the team was scattered around four countries. His media knowledge and understanding of the goals set for the team helped us grow and deliver on all set objectives.”
Tomasz Górewicz, Media Deployment Director, Mars
Get the free Attribution & Tracking Audit Framework — the same approach used here, across 13 brands and 4 markets.
Tata Communications
Associate Director, Performance Marketing & Media Planning, 2017 to 2019
Challenge
Digital was treated internally as a minor experiment rather than a commercial channel worth investing in. Its recorded revenue contribution was £450K.
Solution
Rebuilt the digital strategy, the team (4 internal plus 8 agency), and the measurement behind it, including an end-to-end analytics roadmap and CX approach built from A/B and multivariate testing. Delivered automated ABM campaigns across the account base.
Result
20x
digital revenue contribution, from £450K to £9M in two years while the budget doubled
“I would recommend Faisal to any technology company looking for a marketer to help grow their revenue streams.”
Jat Hayer, SVP International Sales, EMEA and APAC, Tata Communications
Book a 15 min discovery call to talk through a similar transformation.
Bupa Global
Lead, Digital Acquisition & Performance Marketing, 2015 to 2016
Challenge
Bupa's acquisition funnel was losing prospects somewhere between click and conversion, and there was no clear evidence of exactly where or why.
Solution
Ran structured multivariate and split testing across landing pages and the wider funnel, redeveloping the digital strategy around customer touchpoints rather than channel silos.
Result
5.8x
PPC conversion rate, from 1.2% to 7% through structured landing page testing, delivering £10.4M in revenue
Book a 15 min discovery call to find your own conversion leak.
Royal Mail
Senior Performance & Acquisition Consultant, 2016 to 2017
Challenge
A £12M+ acquisition budget across PPC, display, content and social needed a new Consumer ID product launched into the mix, with no established view of which channels justified their spend.
Solution
Directly managed top-tier agencies against a test-and-learn methodology, evaluating display, content and social's real role in acquisition rather than assuming a fixed channel mix.
Result
+37%
CTR improvement while reducing spend by 20% across a £12M+ budget
“I was pleasantly surprised by his knowledge of digital and social media strategy, as well as understanding the implementation and management of key stakeholders in a matrix organisation. I trust him as an expert in his field.”
Kuljit Singh Grewal, CEO, Oakwood Care Group (formerly Royal Mail Group)
Get the free Performance Marketing Diagnostic Checklist to check your own agency accountability.
Eruptive Brands
Head of Performance Marketing Ops & Strategy, 2019 to 2020
Challenge
The business was entirely dependent on Amazon for acquisition, with no digital marketing function of its own and no direct customer relationship.
Solution
Built the digital marketing function from scratch — paid media, CRM, UX and analytics — and led the transition of acquisition strategy from Amazon toward direct-to-consumer.
Result
2.2x
return on investment while moving acquisition from Amazon towards direct sales
Book a 15 min discovery call if you're facing a similar transition.
ExSeed Health
Board Advisor, Performance Marketing, 2020 to 2021
Challenge
Customer relationships and lifecycle communication were fragmented, with no CRM or automation platform connecting acquisition to retention.
Solution
Implemented HubSpot CRM and marketing automation, then built out lifecycle marketing journeys and funnel optimisation on top of it.
Result
2x
month on month sales growth through HubSpot CRM and lifecycle automation
Book a 15 min discovery call to talk through your own lifecycle setup.
Palladium Digital
Digital Transformation Marketing Ops, 2020 to 2021
Challenge
B2B SaaS clients were running martech stacks and marketing processes with no independent review of whether either was actually earning its cost.
Solution
Audited the martech stack, marketing processes and campaign performance directly, then delivered a specific set of strategic recommendations rather than a generic best-practice list.
Result
20%
annual cost savings identified through a direct martech and process audit
“Faisal's determination, energy, and enthusiasm for uncovering the insights are what sets him apart. In what was a short engagement window, Faisal was instrumental in helping to deliver an insightful, action-orientated output for the client.”
James Prebble, CEO, Palladium Digital
Get the free Attribution & Tracking Audit Framework to run this kind of audit yourself.
Pako Taco
Founder & Operator, 2023 to 2025
Challenge
Starting a Pakistani-Mexican fusion food brand from nothing, in a genuinely competitive London street food market, with no existing customer base, venue, or brand recognition.
Solution
Built and owned brand, go-to-market, customer acquisition, commercial operations and P&L personally — including menu development and price testing, stock and supplier efficiency, and keeping the brand consistent across social, packaging and every venue. Secured a placement on Kerb Food's competitive InKerbator programme and ran residencies across multiple London venues.
Result
Winner
Best Modern Taco, Tacover Awards 2025; built from zero in under two years
Book a 15 min discovery call for hospitality and F&B marketing support.
