fractal metrics

At Fractal Metrics, we believe in the power of data, the complexity of human psychology, and the impact of compelling product messaging. As a partner, I lead the charge in transforming our clients' digital landscapes, turning their websites from mere online presences into dynamic conversion engines.

My role transcends the traditional boundaries of Conversion Rate Optimization (CRO). I delve into the core of our clients' business goals and objectives, crafting tailored CRO strategies that align seamlessly with their broader marketing and growth plans. This involves a deep understanding of human behavior, using data to decode the patterns in the seeming chaos of customer interactions, much like the fractal patterns found in nature.

From conducting in-depth audits and analyses to designing and implementing innovative experiments and optimization strategies, I oversee every aspect of the CRO process. This includes refining product messaging to resonate with the target audience, thereby enhancing conversions. Working hand-in-hand with our team of experts, we ensure that every client benefits from a comprehensive, data-driven approach that delivers tangible, measurable results.

But our mission at Fractal Metrics goes beyond immediate results. We're about long-term growth and profitability. We've helped clients boost website conversion rates, ramp up sales and revenue, and fine-tune marketing strategies for sustained growth. My commitment is to deliver exceptional results that help our clients reach their full potential, backed by the success stories we've created.

Founder & CEO

Vamu

Fractional CMO

Hub47 PAD

Hub47 is a early stage, technology startup incubator for the UAE market.

Growth Consultant

Dawia Family Office

zigglify

Finding the right vendors for your event has never been this easy in the GCC. Whether you are planning a wedding or hosting a conference, you can easily find event vendors (venues, photographers, florists, caterers and much more) using zigglify.

At zigglify we aim to create a ‘one stop shop’ marketplace where all types of event vendors can showcase their portfolio for users to engage with.

Head of Marketing & Co-Founder

PETRONAS Lubricants International

Planned & launched the PETRONAS Lubricants brand in 3 new markets (for B2C and B2B categories) which now account for 15% of the business.

Orchestrated full business transformation (from inception to delivery) of Route-to-Market (org re-design, marketing SOPs & digital integration) for a key business partner resulting in +25% growth post implementation.

Lead facilitator for business planning; working in collaboration with sales, legal, supply chain & finance to devise commercial / marketing strategy and customized value proposition for customers.

As a PETRONAS certified trainer, have upskilled internal, and distributor commercial teams on account management, pricing and value proposition design principles. Delivered training in various learning arrangements.

Marketing Manager - (Middle East & Africa)

Shell

Have successfully supported sales delivery of a $600+ mln business by maintaining a profitable portfolio across the region (operating via direct / indirect channels for B2C and B2B).

Turned around the product portfolio function which has led to improved time to market (by 30%) and has delivered working capital savings of approximately $0.8mln.

Developed 3-year marketing road-maps including internal competency program to improve core marketing skills through new behaviors, tools and processes.

Served as transformation excellence change agent for the MENA region to drive mindset change and coach marketing leadership in transition through the marketing excellence competency program.

Accountable for spend effectiveness (ROI) of a USD 10mln+ marketing budget.

Market Planning Manager / Transformation Excellence - MENA

Developed and implemented a prospecting analytics tools that aided sales workforce to improve pipeline strength by 15% and increase lead prospecting efficiency by 10%.

Lead the development of global pricing guidelines to maximize margins (in downward/upward markets) and reduce parallel import impacts.

Worked in partnership with Supply Chain, C&P, Technology, Sales and Finance teams to drive down costs and streamline end-to-end processes.

Global Marketing Analyst

Project role in a large business transformation impacting people, systems and processes.

Managed two work-streams (Organization Design & Training) across the UAE/Oman and lead a team of 6 (3 virtual) professionals to ensure the firm smoothly transitioned through the change journey.

Lead critical leadership engagements with top management to gain sponsorship of program and subsequently align businesses on cross business/process impacts of organizational restructuring.

Delivered new organization structure (with 100% re-absorption of impacted staff) and a training program to a workforce of 300+ end users on time and in budget.

Change Management Lead - Organization Design & Training (UAE/Oman)

Designed and managed training deployment plan for 550+ End Users across 5 locations throughout Pakistan. Process included managing a Train-the-Trainer programme, curriculum malping and coordinating development of training infrastructure.

Liaised with 12 businesses across Shell Pakistan to establish strong change networks and processes for swift and definitive crisis management (due to political volatility in the region).

Managed stakeholder expectations through a highly uncertain and, sometimes ambiguous change journey in challenging timelines.

Country Training Coordinator

Halcrow

Responsible for spearheading Managing Director’s initiatives on performance management.

Implemented project scorecards across the firm to proactively manage financial and operational health of projects and overall client satisfaction.

Worked closely with project directors and HR to manage talent pipeline and staff retention. Overall 
initiatives (training, rewards and recognition) resulted in 10% increase in staff satisfaction.

Reduced Design to Delivery process time by 5% which equated to quicker project turn around and better cash flow management.

Soft skills training facilitator and chair of Emerging Professionals Forum.

Business Performance Associate

TradeKey

Tradekey.com is one of the largest online B2B portals with 4 million+ registered users. It connects traders with worldwide wholesalers, importers & exporters, manufacturers and distributors in over 220 countries.

Re-engineered business processes and redesigned KPIs for e-marketing department in order to promote greater process efficiency and enable more actionable analytics.

Devised e-marketing business strategy for the US and Chinese markets, integrated end to end business processes and managed a yearly budget of $0.18m for department.

Successfully negotiated and established marketing contracts with advertising partners in Singapore, China, US and Taiwan for customer acquisition through referral networks. 

Collaborated with creative, content and development teams to develop email, banner, and text campaigns targeted to build brand equity.

Business Analyst

Responsible for local MIS solutions to streamline business processes via cost effective technology implementations.

Travelled to the ME and UK to develop internal clients for outsourced e-Learning and IT solutions. Successfully managed to procure a project to develop a content/knowledge management system for the ME Region.

Educated stakeholders, gathered requirements, developed and delivered a custom content/knowledge management system (.Net Technology) with a small team.

MIS Executive

I use data-driven testing to increase your website's revenue.

You know the metrics. Website traffic up, qualified leads down.

Most marketing and business leaders I work with have this exact problem. They're running good campaigns, but the website isn't converting because it assumes too much knowledge from visitors.

When you're deep in your business every day, you can't see what's actually confusing the people you're trying to reach. Your website makes perfect sense to you - but to prospects, it's a puzzle they don't have time to solve.

I help mid-sized businesses fix this disconnect. I see your website the way your prospects do - as an outsider trying to figure out what you actually do and why they should care.

What I do:

* Website Strategy - Turn your expertise into prospect-friendly clarity
* Content Strategy - Make sure every piece of content actually makes sense
* Fractional CMO - Strategic leadership when you're ready to scale

The result? You stop losing competitive deals to companies with worse services but clearer messaging.

Adnan M.

Parwaaz Financial Services Ltd

Chief Technology Officer

Finja

• Technology & Product Strategy, Planning and Execution in accordance with business goals
• Team building and management 
• Unification of Technologies and Architectures in the organization
• Implementation of cyber security and Regulatory compliance
• Solutions for technology tradeoffs
• Migration of legacy applications
• Technical & Product teams mentorship
• Distributed and scalable architectures development
• Strategy and Procedures development for technology implementation

Consultant

•	Providing advisory services on building successful software products.
•	Assisting in development of Product Market Fit & Minimum Viable Product. 
•	Guiding on building technical departments and teams.
•	Assisting in Solution Architecture designing.
•	Assistance in cyber security and secure application development.
•	Providing solutions for technology tradeoffs.
•	Assisting in migrating legacy applications.
•	Collaborating to implement scrum & best practices for project management.
•	Helping to plan product road maps, KPIs, North Star metric and strategy.

Software & Product Development Consultant

EDWARD MILTON SMC Pvt Ltd

•	Technology Vision, Roadmap and Execution
•	Technology trends and development
•	Market Research
•	Guidelines for Project planning, development and delivery
•	People management and team mentorship

Technical Project Manager

Print Management Information Systems

•	Business analysis
•	Application architecture design
•	System analysis & design
•	Requirement documentation
•	Gap analysis
•	Project delivery
•	Client interaction
•	Team management
•	Training and orientation
•	Pre-sales demonstration

Software Development Manager

Principal Software Engineer

Senior Software Engineer

infox Technologies (pvt) Ltd

•	System Analysis & Design
•	Software Development
•	Database Designing
•	System Integrations & Implementation
•	Training and Orientation
•	Pre Sales Demonstration

Project Lead

Software Engineer

IUCN

My Job Responsibilities were:

•	Conversion of Databases (ISAM, Access, SQL Server)
•	Developed a Knowledge Based Web Presentation for IUCN Pakistan
•	Assistance in the Development of Web Sites
•	Database Development
•	In House Software Development
•	Maintaining Web Sites for Updates
•	Assistance in training session for Sindh Bureau of Statistics

Software Developer

With 18 years of exceptional expertise in software engineering & product development, I'm passionate about driving innovation & delivering creative solutions from concept to market. As a visionary technology leader with excellent business acumen, I have built & scaled successful tech startups while leading high-performing teams.

Achievements that Drive Change:

Transformed Pakistan's digital landscape by spearheading the development and management of a State Bank of Pakistan regulated digital wallet, revolutionizing digital transactions nationwide.

Empowered organizations across Pakistan by introducing a cutting-edge, bank-agnostic digital payment and collection system, enhancing payment and collection processes at scale.

Pioneered Pakistan's first peer-to-peer investment platform, providing individuals and small businesses with innovative financing options to fuel their growth.

Led the successful development & delivery of a SaaS-based management & eCommerce application for the fitness and wellness industry, driving operational efficiency and customer satisfaction.

Expertise and Impact:

I possess a deep understanding of technology and product vision, strategy, roadmap, team building, project planning, budgeting, product management, partnerships and customer-centric communication. With a versatile background across diverse industries such as Fintech, HRMS & Payroll, Fitness & Wellness, Fleet Management, Education, Digital Payments, eCommerce, I have led successful product development initiatives, delivering cutting-edge solutions that create value and drive market success. Proficient in B2B, B2C, and SAAS.

Trusted Leadership:

I am driving the strategic execution of product and technology roadmaps, ensuring regulatory compliance and end-to-end product delivery. Additionally, I champion cybersecurity measures and implement robust disaster recovery solutions to ensure secure application development and business continuity.

Delivering Excellence:

As a sought-after Software and Product Development Consultant, I provide strategic advisory services, guide teams in achieving product-market fit, and assist organizations in building high-performing technical departments. I specialize in secure application development, and business continuity planning to help companies stay ahead of the rapidly evolving digital landscape.

Let's Connect:

If you're seeking services to drive your organization's digital transformation, optimize operations, and accelerate growth through cutting-edge software services. Let's connect.

taplio

The Battle

Adnan M.

Iftikhar Chaudhry

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