My name is Fathima Safreen. I’m an experienced performance marketer based in Abu Dhabi, UAE, with a keen interest in ensuring that each ad spend yields measurable results for businesses. This field fascinated me from its initial stages because there were many businesses out there investing in ads without being aware of what worked well in their favor and what didn’t.

Now, as a paid marketing specialist in Abu Dhabi, I run campaigns for clients using Meta, TikTok, and Google based on a specific objective, which is always generating leads or sales, and nothing else. The key approach I take is simplicity and efficiency. Learn about your target audience, use various creatives to test, measure all possible actions, and optimize them.

An important aspect of my job is related to proper analysis. Being a specialist at setting up conversion tracking on platforms like Meta Pixel and Google Analytics, I ensure that all the conversions and clicks are tracked accurately, which aids in decision-making.

Finally, another essential area that I focus on as a performance marketer is post-click activities. With that in mind, I concentrate on enhancing the landing page UX and making improvements wherever possible.