My career covers more than 12 years in SEO, e-commerce and digital marketing across the United Kingdom, the UAE and Pakistan. Here is each role, what I was responsible for and what it delivered. For screenshots and case studies, see my results.
Current Work
Head of Growth & SEO, Osdire
December 2025 to present
Osdire is a freelance services marketplace. I lead organic growth across SEO, content and AI search.
- Run SEO strategy across on-page, off-page, technical and programmatic SEO for the marketplace and its service category pages
- Optimise for AI-powered search, including Google AI Overviews, AI Mode, ChatGPT, Perplexity and Bing Copilot
- Lead keyword research, competitor analysis and search intent mapping
- Plan link building through outreach, guest posting and digital PR, including expert commentary for journalists
- Fix crawl, indexing, schema and Core Web Vitals issues, and report performance in GA4, Search Console, Semrush and Ahrefs
SEO for iCopify and Adxom
Current
Alongside Osdire, I work on the SEO of icopify.co and adxom.com, two link building and guest post marketplaces.
- Plan and optimise service and landing pages for search and AI answers
- Guide multi-language SEO, including hreflang and per-language sitemaps
Career History
E-commerce Manager, XUM Enterprise LTD (Doctor Memory)
October 2023 to July 2025
Doctor Memory (drmem.com) sells computer memory and gaming PC components through its website, Amazon and eBay.
- Managed e-commerce operations across the website, Amazon and eBay, including product content, pricing and user experience
- Ran SEO across category pages and blog content, and built buying guides cited by ChatGPT, Google AI Overviews, AI Mode and Gemini
- Led paid campaigns on Google Ads, Meta, TikTok, LinkedIn, Amazon and eBay, and managed Google Merchant Centre feeds
- Planned promotions and seasonal offers, working with technical, marketing and customer service teams
SEO Team Lead, Digital Farm (UAE)
July 2022 to October 2023
- Led a team of 5 SEO specialists and executives managing SEO for 50+ clients across industries
- Ran audits, keyword research and link building campaigns that increased client organic traffic by 20 to 50%
- Managed technical SEO and Google Business Profile optimisation to improve local results
SEO Manager, Digital Farm (UAE)
February 2021 to July 2022
- Managed on-page and off-page SEO, improving search visibility by 40 to 50%
- Resolved crawl errors, improved structured data and refined site architecture
SEO Specialist & Social Media Manager, Lightspeed General Trading LLC (Dubai)
February 2018 to January 2020
Projects included Tog.ae, Mirrors Beauty Lounge, Goodhand.ae, Officecom.co and Alahsastones.com.
- Managed SEO for multiple company websites, increasing organic traffic by 50%
- Ran Facebook, Instagram, Google Merchant and Google Ads campaigns, improving lead generation by 50 to 70%
- Improved Amazon and website listings by investigating returns and product issues
Social Media Manager, MB Communication (Pakistan)
June 2016 to December 2017
- Managed Facebook, Instagram and Google PPC campaigns, increasing campaign effectiveness by 50%
- Built social media strategies and content that grew engagement and website traffic
Social Media Manager, ARY Group (Pakistan)
January 2014 to May 2016
- Ran social media, email and content campaigns for brand awareness and engagement
- Increased customer retention by 50% through email and social media marketing
Freelance Projects
Freelance SEO Consultant, Essex Auto Works
Freelance
Essex Auto Works is an independent garage in Basildon, Essex.
- Got the garage listed first by Google AI Mode for “car repair shop basildon”
- Wrote repair guides cited in Google AI Overviews and AI Mode for power steering leak searches
Other client projects include Elifor.pk, Brows Bar, Sun Face Medical Center, Al Ahsa Industrial Stones and Officecom Business Center.
Earlier Career
- Managing Partner, Techcity.pk (Pakistan): October 2011 to December 2013
- Accountant, Best Way Exchange Company (Pakistan): April 2001 to January 2011
Education and Certifications
- Bachelor of Commerce, Dadabhoy Institute of Higher Education, Karachi
- HubSpot SEO Certified
- Google Ads Search Certificate
- Google Ads Display Certification
- Google My Business
- Digital Sales Certification
- Google Optimize Bids and Creatives
Tools I Use
- Semrush, Ahrefs, Screaming Frog and Moz
- Google Analytics (GA4), Google Search Console and Google Tag Manager
- Google Ads, Meta Ads, TikTok Ads and LinkedIn Ads
- WordPress, Shopify, Wix and Squarespace
Work With Me
Want to grow your organic traffic or get your brand cited by AI search? Get in touch.