30I build brands. I scale them. And no, I still can't give you the formula. Because there isn't one.
Five years, three brands, and a platform that went from $100K to $40M+ a month in transaction value. Every marketing "expert" wants to sell you a framework for that. I've never found one that survives contact with an actual customer. It's mostly feel, common sense, and knowing which data to ignore.
[Pitched, planned and shipped campaigns for]
Month one to now.Four hundred times over.
Monthly transaction value, first month on the job to now. Not a growth-hack story. Five years of paying attention, saying no to clever-sounding nonsense, and saying yes to a few things that sounded stupid but worked.
What I actually do.
I'm Head of Marketing at GoZayaan, a travel-tech platform in Bangladesh.
[A NORMAL WEEK]
Decide what a brand should say before anyone else has an opinion.
Argue that opinion into something sellable.
Make sure the team that built it doesn't need me anymore by the time it launches.
[HOW I GOT HERE]
Four people, global brands.
Four years at an agency on a small team, four of us, pitching global brands on why they should trust us with their marketing budgets, then running the work: RedBull, Carlsberg, Pond's, Betadine, KFC, Pizza Hut, Xiaomi.
Results over tenure.
I didn't get handed the international side through the usual tap-on-the-shoulder promotion. I won a Spikes Asia award, went and competed in Singapore, and came back with enough to prove I could actually do the job. So they gave it to me.
About $100K a month.
I got here in October 2021. My first month, the whole company moved about $100K in bookings.
North of $40M.
Last month it was north of $40M. I'd love to tell you I engineered that with a fifteen-slide growth framework. I didn't.
Six brands and campaigns.Built and rebuilt from the ground up.
Each one has its own page, with the films and press coverage behind it.
GoZayaan: the Rebrand
The old identity didn't match where the company was headed. I redesigned it myself, start to finish.
Read the case studyGo Limitless
The vision I set at the rebrand launched almost immediately, then came back in a bigger form years later.
Read the case studySeason of Travel
A three-month window where the whole country is already thinking about travel. The name was the easy part.
Read the case studyছুটি মানেই GoZayaan
Sales spike on every holiday. So we made holiday and GoZayaan mean the same thing.
Read the case studyHomeTown
Built from nothing for the Bangladeshi diaspora. My fingerprints are on Singapore and the UK.
Read the case studyRupkotha
Upskilling blue-collar Bangladeshi workers for legitimate overseas jobs, from a trust-first platform.
Read the case studyI'm told I'm a decent motivator,mostly because I don't try to bethe smartest person in the room on purpose.
Talent development
I like taking someone junior and watching them turn into someone who doesn't need me to check their work anymore. That's the actual win, not the campaign.
Systems over dependency
If a team falls apart the week I'm on leave, I built it wrong. I'd rather spend the extra hour building the process than be the process myself.
Team culture
People tend to stick around and work the way I work, which I take as a compliment even though I'm not entirely sure how it happened.