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Fazal R.
Director of Paid Media
Pakistan6+ years experienceAvailable now$9,000/mo
Compare at US rates $27,000/mo?
AI Experience
🤖 ChatGPT - Chatgbt for ad copies, research and ad briefs, claud for customers , reviews, website, competitors analysis. Gemini for some research.
Notable Highlight
Scaled Google Ads revenue 4x in four months and reduced CPA by 61% across high-growth DTC brands, managing up to $1.2M monthly spend. Works hands-on with ChatGPT - the AI Experience section above has the examples.
Experience Summary
Fazal is a Performance Marketing Director and DTC growth strategist with nearly 6 years of experience scaling customer acquisition across Meta, Google, TikTok, and Microsoft Ads. He has managed up to $1.2M in monthly media spend and contributed to $100M+ in attributed revenue across high-growth DTC brands. His experience combines paid media, P&L ownership, creative strategy, CRO, landing-page optimization, measurement, and cross-functional leadership. He has a strong track record of improving acquisition efficiency and scaling profitable growth, including reducing CPA by 61%, increasing conversion rates by 30%+, and scaling Google Ads revenue 4x within four months. He has also led creative testing, audience research, ad concept development, UGC, and creative briefing, making him a strong bridge between performance marketing and creative strategy.
Key Achievements
- Managed up to $1.2M+ in monthly ad spend while maintaining profitability and accountability for CAC, MER, revenue, and contribution margin.
- Contributed to $100M+ in attributed revenue across high-growth DTC brands.
- Reduced CPA by 61% through offer refinement, positioning, and structured testing of creative angles, hooks, and messaging.
- Built a performance-driven creative testing engine achieving a 68%+ concept hit rate against established benchmarks.
- Increased website conversion rate by 30%+ through funnel analysis and CRO improvements.
- Scaled Google Ads revenue 4x within four months for a Shark Tank-featured DTC brand.
- Generated $2M+ in incremental revenue within six months for a men's fashion brand while maintaining target MER and CAC.
- Scaled monthly revenue from $100K to $700K within nine months while maintaining profitability.
- Scaled TikTok into a revenue-generating channel while meeting target KPIs.
- Mentored three junior media buyers and served as interim Pod Lead, overseeing team coordination and delivery continuity.
- Owned audience research, creative concept development, ad briefing, landing-page testing, and UGC production to improve creative and conversion performance.
Skills
Meta AdsGoogle AdsTikTok AdsMicrosoft AdsGoogle ShoppingGA4GTMTriple WhaleNorthbeamShopifyGoogle Merchant CenterAttribution modelingMMMMTAGeo-lift testingConversion-lift studiesCROLanding page optimizationCreative strategyConcept testingOffer developmentP&L managementBudget forecastingCAC optimizationMER optimizationLTV analysisUnit economicsMessaging strategyPositioningUGC productionPaid social buyingPaid search buyingCross-functional leadershipTeam mentorshipIncrementality measurement
Work Experience
Director of Paid Media
VFC · Aug 2025 - Present
- Own customer acquisition across paid social and search, managing six-figure monthly budgets with accountability for CAC, MER, new-customer growth, contribution margin, and revenue.
- Reduced CPA by 61% through offer refinement, sharper positioning, and structured testing of creative angles, hooks, and messaging.
- Built a performance-driven creative testing engine that achieved a 68%+ concept hit rate against established benchmarks.
- Increased website conversion rate by 30%+ by identifying high-impact funnel opportunities and partnering with the CRO team to implement site improvements.
- Increased the new-customer share of Google-attributed orders from 15% to 72% within the first month and maintained the #1 paid Shopping and Search position against key competitors for 14+ months.
- Built TikTok into a revenue generating channel while hitting the target KPIs.
- Implemented attribution, forecasting, budget-allocation, and real-time reporting systems that improved data accuracy and accelerated growth decisions.
Senior Paid Media Manager
a previous company · Jan 2023 - Jul 2025
- Led Meta and Google growth strategy for a portfolio of US DTC brands across fashion, apparel, and consumer products.
- Scaled Google Ads revenue 4x within four months for MyKudos.com, a Shark Tank-featured DTC brand, and achieved a top-two position across Google Shopping.
- Generated $2M+ in incremental revenue within six months for a men's fashion brand while maintaining target MER and CAC.
- Increased Google Ads revenue from $150K to within four months at 3.6x ROAS while reducing CAC by 24%.
- Scaled monthly revenue from $100K to $700K within nine months for a fashion brand while maintaining profitability.
- Increased new-customer share from 12% to 60% within five weeks and grew new-customer acquisition by 95% within five months for a men's apparel brand.
- Owned client communication and relationship management, becoming a trusted strategic partner during periods of growth, volatility, and performance pressure.
Senior Paid Social Buyer
a previous company · Jan 2022 - Dec 2022
- Scaled monthly ad spend for an apparel brand from $500K to $1.2M+ while maintaining profitability.
- Improved customer acquisition efficiency by 145% while managing $500K+ in monthly ad spend for a food brand.
- Increased monthly revenue for a pet supplement brand by $2M while reducing CAC by 74%.
- Mentored and developed three junior media buyers, improving team capacity and operational efficiency.
- Served as interim Pod Lead during periods of absence, overseeing team coordination, workload allocation, and delivery continuity.
- Led the strategic input for the creative function, owning audience research, concept development, and 70% of initial ad briefing.
- Owned landing page testing and UGC production, translating performance insights into higher-converting experiences and stronger creative output.
Media Buyer
a previous company · Aug 2020 - Dec 2021
- Improved profitability for PerfectWater by 72% through ICP-specific creative testing.
- Scaled an apparel brand from launch to $80K+ in monthly ad spend while maintaining profitable growth.
- Increased revenue by 166% for an antiques and collectibles brand through structured scaling.
- Delivered 65% month-over-month revenue growth for an intimate apparel brand through creative testing and messaging.