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.

Partner & Co founder

Crowe Mak

Responsibilities:

	Preparation of planning and strategy documents for audit engagements.
	Responsible for financial management and financial reporting functions for various entities
	Review of internal control procedures to ensure adherence to management policies and control requirements and to suggest improvements thereto.
	Supervising maintenance of books of accounts, ensuring adherence to accounting standard and preparation of monthly financial statements and MIS reports for various entities
	Setting budgets for assignments and ensuring they are adhered to.
	Managing teams of up to six people to ensure audit activities were carried out in a timely and efficient manner.
	Researching and resolving audit issues.
	Prepare key deliverables including the financial statements while ensuring compliance with IFRS. 
	Present key findings on control issues/ financial performance etc as part of International reporting.
	Assess the key risks facing the business and ensure that adequate procedures have been implemented by the management to mitigate these risks
	Drafting reports on the salient features on each engagement and submission of reports to group auditors in the case of large companies.
	Conducted induction training courses for new staff

Associate Director - Audit and Assurance 

Ch. Shafaqat Ali & Co (Chartered accountants)

Assistant Manager – Audit and assurance

Grant Thornton

Assurance Services

I am fellow member of Institute of Chartered Certified Accountant (FCCA) U.K. with diverse experience in financial audits, assurance services, accounting & advisory with top 10 audit firms. I offer a unique blend of experience in varied sectors covering financial Services insurance, technology, FMCG, services, healthcare and construction sectors. I also specialize in IFRS and helping our clients work through complex accounting issues including newly implemented reporting standards, specializes in implementing AML/CFT & Sanctions compliance framework, financial due diligence. I bring expertise in International Auditing Standards (ISAs), I am passionate about bringing quality in the engagements and firm’s quality overall quality assurance initiatives. I am also registered MLRO with DFSA, ADGM and CBUAE.

taplio

The Battle

Adnan M.

Salman Rafique

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