Umair Afzal
Paid Performance Marketing (PPC & SMM)
Lahore
Summary
Performance Marketing Manager with 4+ years of experience in Google Ads, Meta Ads, and Paid Media. Directly manage $229K+ monthly Google Ads spend across US client accounts, delivering measurable improvements in ROAS, CPA, and acquisition growth. Skilled in SEM, SMM, PPC, campaign optimization, and data-driven strategy. Strong background in data analytics and visualization (Looker Studio) with proven success in developing custom KPI frameworks to solve business-critical questions. Experienced in client acquisition, onboarding, and partner agency management. Currently working at adHamster, a Google Premier Partner agency, serving clients in the US and global markets.
Overview
18
18
years of professional experience
3
3
Certifications
Work History
Performance Marketing Manager
adHamster (Google Premier Partner Agency)
10.2024 - Current
- Directly manage $229,000+ in monthly Google Ads spend across two major US client accounts, driving measurable performance growth.
- Develop and implement end-to-end campaign strategies for e-commerce and lead-gen clients, focusing on CPA reduction, ROAS improvement, and scalable acquisition models.
- Designed a custom KPI model ('Creative Velocity Framework') to evaluate the impact of creative testing and budget allocation. Insights influenced client strategy and are being replicated across Meta and TikTok.
- Lead the Data Analytics team to analyze historical trends, uncover optimization opportunities, and answer business-specific questions.
- Strong emphasis on data visualization using Looker Studio, creating interactive dashboards that drive client decision-making.
- Lead and mentor in-house media buyers and analysts, ensuring campaigns remain KPI-focused and data-driven.
- Collaborate with partner agencies to deliver white-label PPC services, adapting strategies for multiple industries and geographies.
- Performance Marketing & Client Engagement | Oct 2021 – Oct 2024
- Successfully closed and onboarded new clients, expanding adHamster’s portfolio across multiple verticals.
- Closed and onboarded a Partner Agency, which has since scaled to outsource multiple client accounts to adHamster.
- Led strategic discussions during client onboarding, covering campaign structures, growth planning, and marketing roadmaps.
- Built and maintained strong client relationships, ensuring transparent reporting and securing renewals/upsells.
- Managed campaigns across Google Ads, Meta Ads, and Shopping, improving conversions by 25% YoY through A/B testing, keyword analysis, and bid strategy adjustments.
- Automated reporting and analytics through Looker Studio dashboards, enhancing client visibility into performance.
Various Roles
Multinet Pakistan (Pvt) Ltd
01.2013 - 01.2021
- Deputy Manager / Assistant Manager / Senior Executive – Carrier Business & Strategy.
- Managed B2B relationships with domestic and international telecom operators, offering fiber optic connectivity and managed telecom solutions.
- Led business case development and capital budgeting analyses for long-term infrastructure investments.
- Represented the Pakistan telecom sector at international industry forums (ITU & UNIDO joint workshop, Myanmar 2013).
Consumer Engagement Field Representative
Philip Morris International
02.2014 - 08.2014
Trade & Business Development Roles
Advance International Chemicals / International Petrochemicals
01.2008 - 01.2012
Education
MBA - Marketing
IBA, University of the Punjab
01.2013
BBA (Hons) - Accounting & Finance
Lahore School of Economics
01.2008
ICs - Computer Science
Government College University, Lahore
01.2004
O'Levels - undefined
Beaconhouse
01.2002
Skills
Paid Performance Marketing: Google Ads, Meta Ads (PPC, SEM, SMM)
Certification
Google Ads Search Certification
Timeline
Performance Marketing Manager
adHamster (Google Premier Partner Agency)
10.2024 - Current
Consumer Engagement Field Representative
Philip Morris International
02.2014 - 08.2014
Various Roles
Multinet Pakistan (Pvt) Ltd
01.2013 - 01.2021
Trade & Business Development Roles
Advance International Chemicals / International Petrochemicals
01.2008 - 01.2012
BBA (Hons) - Accounting & Finance
Lahore School of Economics
ICs - Computer Science
Government College University, Lahore
O'Levels - undefined
Beaconhouse
MBA - Marketing
IBA, University of the Punjab
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