- Challenge
- When I took over CRM, there were 56 live customer journeys and together they converted at under 1%. The journeys were running across our storefronts in six GCC markets, but they weren't bringing customers back.
- What I found
- I went through every journey one by one. The biggest problem was the Welcome journey, our main entry point. A wrongly set goal event was sending tens of thousands of new customers into a dead end. I also found that app and in-app messages converted about 10× better than web.
- What I did
- I cut the 56 journeys down to a clean framework of 17, covering onboarding, repeat purchase, loyalty, win-back and cart recovery. I fixed the Welcome journey, moved effort toward the channels that actually converted, and added back-in-stock and price-drop triggers so customers heard from us when they had a real reason to buy. Everything runs in CleverTap across email, SMS, push and in-app, for brands including GHD, BaByliss Pro and Revlon.
- Impact
-
- +40%repeat purchase rate
- +30%CRM-attributed revenue
- 12×Welcome journey conversion
Shadab Khan — Growth, Retention & Lifecycle
I turn customer data into repeat revenue.repeat revenue.
I bridge the gap between customer acquisition and long-term retention. On the front end, I build performance marketing strategies that bring in high-intent users efficiently. On the back end, I design automated CRM and lifecycle systems that turn first-time buyers into loyal, repeat customers with growing lifetime value.
+40%
repeat purchase rate, with +30% CRM-attributed revenue
Nazih Cosmetics · 6 GCC markets
3×
revenue in 12 months at a biotech startup, through paid, organic and CRM programs
Next Big Innovation Labs
+35%
new-customer acquisition growth in B2B SaaS, plus 1,000+ inbound leads from launch
CustomerGlu
Results from 5+ years across e-commerce, B2B SaaS and biotech, in the GCC and India.
About
I've spent the last five years helping companies grow. First by bringing in new customers, and then by giving them good reasons to keep coming back.
Right now I run e-commerce CRM for Nazih Cosmetics across all six GCC markets from Dubai, looking after brands like GHD, BaByliss Pro and Revlon. I rebuilt our customer journeys and segmentation in CleverTap and fixed the tracking underneath them. Our repeat purchase rate is up 40% and CRM-attributed revenue is up 30%.
I started on the acquisition side. At Next Big Innovation Labs I ran paid campaigns on Google, Meta and LinkedIn, grew organic leads by 80% through SEO and content, and was part of the team that tripled revenue in a year. Before that, at CustomerGlu, I automated our HubSpot lead lifecycle and helped with a Product Hunt launch that brought in more than 1,000 inbound leads.
Working both ends of the funnel shapes how I think. I know what it costs to win a customer, so I care a lot about their second, third and tenth order. I'm now looking to relocate to Canada or Australia, and I'm also open to strong growth and retention roles in the UAE or anywhere else.
- Based Dubai, UAE
- Experience 5+ years · e-commerce, B2B SaaS & biotech
- Open to Canada · Australia · UAE · international roles
Capabilities
I work across the whole funnel: growth brings customers in, lifecycle keeps them, and data shows what is working.
Growth is where I started: bringing in the right people through paid, organic, outbound and launches.
- Google Ads
- Meta Ads
- LinkedIn Ads
- SEO & Content Strategy
- CRO & Landing Pages
- Product & Market Launches
- Media Planning
- Competitor Analysis
- Outbound & Prospecting
- Newsletter & Community
- Events & Workshops
3× revenue year · +80% organic leads · 1,000+ launch leads
Journeys, segmentation and commercial logic that turn first orders into repeat revenue.
- CleverTap
- Klaviyo
- Braze
- Lifecycle Architecture
- Behavioural Segmentation
- Loyalty & Win-Back
- A/B & Holdout Testing
- Back-in-stock & Price-drop Triggers
56 → 17 journeys · 12× Welcome journey conversion
Clean tracking under every decision, so attribution holds up and customer data stays compliant.
- GA4
- Google Tag Manager
- Server-side GTM
- Meta CAPI
- TikTok CAPI
- Event Taxonomy Design
- Cohorts · CLV · Churn
- GDPR / Consent-compliant Flows
32-event spec · 6 markets · privacy-safe data flows
Tools
Channels
Case Studies
Percentages are relative lifts. Absolute revenue figures are kept confidential.
- Challenge
- Our sites in six markets shared one app, and each one tracked things differently. Attribution had gaps, and some of the data flows weren't compliant. It was hard to say which campaigns were really driving revenue.
- What I did
- I wrote a 32-event GA4 and GTM specification and set up server-side routing to GA4, Google Ads, Meta CAPI and TikTok CAPI. Hashed customer data goes only to Enhanced Conversions and the CAPIs, and GA4 receives no personal data at all. I then worked with the performance, e-commerce and analytics teams to keep event tracking and customer data clean.
- Impact
-
- 32events in one shared spec
- 6markets on the same tracking
- Challenge
- We sold the same products on our own site and on Amazon and Noon. Our own site was losing out, and products running out of stock were quietly costing us sales.
- What I did
- I compared SKU performance across all three channels to find exactly where a discount would win sales back to our own site. I built an out-of-stock model to put a number on lost revenue. And I set a rule that every campaign checks live stock before it sends, so we never promote a hero product that people can't buy.
- Impact
- A clear figure for the revenue lost to stock gaps, plus a targeted discount list to bring volume back to our own site. CRM decisions now account for stock and margin, and campaigns no longer drive customers to empty shelves.
- Challenge
- We were live in two GCC markets and expanding into four more. Each new storefront had to be ready to sell, and ready to bring customers back, from launch.
- What I did
- I planned the regional launch, built a formula-based media plan across the four markets, and ran a competitor analysis to find gaps we could own. I produced the launch video with AI tools and worked with our development partner to get the stores live.
- Impact
- The four new stores took us to six storefronts across the GCC, all on the same tracking and lifecycle setup, so every market was measurable from the start.
- Challenge
- Next Big Innovation Labs sells to a niche biotech audience. To grow, the company needed a proper website, a way to sell its consumables online, and a steady flow of qualified leads.
- What I did
- I built the company website on WordPress and set up a Shopify store to sell our consumables. I ran paid campaigns on Google, LinkedIn and Meta, and set up HubSpot automation for lead-capture forms and follow-up emails, so no enquiry slipped through. I worked closely with sales to keep lead flow and tracking accurate.
- Impact
-
- 3×revenue in 12 months
- 2new channels: website and online store
- Challenge
- Our ideal customers were a small, specialised biotech audience. We needed a way to reach them directly and stay in front of them over time.
- What I did
- I started the company newsletter on Substack and grew it from zero to 10,000 subscribers, all from our niche biotech audience. Alongside it I worked on SEO, content and website improvements, and organised events and workshops on biotechnology topics that brought that community together around the company.
- Impact
-
- 0 → 10Knewsletter subscribers
- +80%organic leads
- Challenge
- CustomerGlu sells engagement and retention software to e-commerce companies. As an early-stage B2B SaaS business, it needed its first paying clients and a repeatable way to find more.
- What I did
- I built our lead generation and prospecting process with LinkedIn Sales Navigator and Apollo.io, and ran the cold outreach myself. To make every conversation relevant, I created more than 100 landing pages, each built around a different use case or selling point of the product. HubSpot automation kept leads, follow-ups and handoffs to sales in order.
- Impact
-
- 10first clients, won through outbound
- 100+landing pages, one per use case
- Challenge
- We were launching CustomerGlu on Product Hunt. The goal was to turn one day of attention into trials, paying customers and a pipeline that kept going after the launch.
- What I did
- I worked on the demand-gen campaigns around the launch and set up HubSpot so every lead was captured, scored and followed up automatically. After the launch I started paid ads on LinkedIn and Google, and added Hotjar to see how visitors used our website and where they ran into problems.
- Impact
-
- 1,000+interested leads from launch
- 100+trial sign-ups
- 10+new paying customers from the launch
- +35%new-customer acquisition
Experience
-
Mar 2025 — Present
Ecommerce CRM Executive
Nazih General Trading Co. LLC · Dubai, UAE
Own CRM retention strategy for Nazih Cosmetics' e-commerce across all six GCC markets (UAE, KSA, Oman, Bahrain, Kuwait and Qatar), managed from Dubai.
- Lifted repeat purchase rate 40% and grew CRM-attributed revenue 30% across 5 of our 6 GCC storefronts by redesigning behavioural-trigger journeys and segmentation in CleverTap, backed by a GA4/GTM tracking rebuild.
- Own the full customer lifecycle, from onboarding and repeat purchase to loyalty, win-back and cart recovery, across email, SMS, push and in-app for brands including GHD, BaByliss Pro and Revlon.
- Partner with performance, e-commerce and analytics teams on campaign accuracy, customer data quality and event tracking, sharpening attribution and lifecycle decisions.
-
Aug 2023 — Feb 2025
Growth Marketing Associate
Next Big Innovation Labs · Bangalore, India
Full-funnel growth for a biotech startup: paid, organic, e-commerce and CRM.
- Contributed to 3× revenue growth within one year through lifecycle marketing, CRM-led nurture programs and campaign operations.
- Grew organic lead generation 80% through SEO, content marketing, website optimisation and email newsletter programs.
- Ran campaigns across Google, Meta and LinkedIn Ads, coordinating with sales and cross-functional teams on lead flow and tracking accuracy.
- Built the company website on WordPress and a Shopify store for its consumables, and grew the Substack newsletter from zero to 10,000 subscribers.
-
May 2021 — May 2023
Growth Marketer
CustomerGlu (Marax Technologies) · Bangalore, India
Growth for a B2B SaaS platform that helps e-commerce brands with engagement and retention.
- Contributed to 35% growth in new-customer acquisition through multi-channel B2B SaaS acquisition and nurture campaigns.
- Automated HubSpot workflows for lead capture, nurturing, scoring, lifecycle progression and follow-up, improving lead qualification and sales handoff.
- Supported a Product Hunt launch and demand-gen campaigns that generated 1,000+ inbound leads, while strengthening CRM reporting and funnel visibility.
- Won the company's first 10 clients through outbound, using LinkedIn Sales Navigator, Apollo.io and 100+ use-case landing pages.
Education
- Master of Business Administration (MBA, Online)
- B.Tech, Computer Science & Engineering
Credentials
- Product & Growth Program GrowthX
- Product-Led Growth Cohort The Product Folks
- Customer Engagement Leadership Program MoEngage
What people I've worked with say
“We thank him for all his efforts & contributions to building the growth function at CustomerGlu.”
“Shadab is a very diligent colleague and puts in his 100% while implementing any tasks that he is assigned. He is a great team player and a very reliable colleague. He will be a great addition to any organisation that he joins.”
“We appreciate your tenacity and your commitment towards Next Big Innovation Labs… We take this opportunity to thank you for all your contributions. We recognize the continuous efforts put in by you.”
Contact
Open to senior growth & retention roles in Canada, Australia and the UAE.
Need more customers, or more from the ones you already have? Let's talk.
Based in Dubai. Ready to relocate to Canada or Australia, and happy to talk about international roles anywhere.