Kanwal Nawaz
Mississauga,Canada
Summary
Dynamic Performance Marketing Manager with a proven track record at MultiBank Group, driving a 42% increase in activated customer accounts. Expert in Google Ads and conversion rate optimization, leveraging analytical insights and cross-functional collaboration to enhance user acquisition and retention. Adept at managing substantial budgets while mentoring teams for optimal campaign execution.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Performance Marketing Manager
MultiBank Group
Dubai
09.2025 - Current
- Led global digital marketing initiatives supporting regulated financial products, with a focus on user acquisition, account activation, and customer retention.
- Planned, executed, and optimized multi-channel paid media campaigns across Google Ads, Meta, Programmatic Display, YouTube, Linkedin, and affiliate marketing platforms.
- Supported performance marketing efforts for a global joint venture within a regulated digital asset and financial services ecosystem, collaborating with internal and external stakeholders.
- Designed and executed full-funnel growth strategies, driving a 42% month-over-month increase in activated customer accounts.
- Managed $1M+ marketing budgets across multiple regions, optimizing spend allocation based on performance metrics, ROI, and market maturity.
- Analyzed user behavior and conversion performance using Google Analytics (GA4), Google Tag Manager, Adjust, CRM dashboards, and internal reporting tools to improve acquisition and onboarding funnels.
- Partnered cross-functionally with Product, CRM, Compliance, Creative, and Content teams to enhance landing pages, onboarding experiences, and customer journeys.
- Implemented structured A/B testing and experimentation across creatives, audience segmentation, targeting strategies, and conversion optimization initiatives.
- Impact: Reduced CAC by 25% across search and app campaigns. Improved Lead-to-KYC ratio by 23% within 3 months.
Growth Marketing Manager
Al Fardan Exchange LLC
Dubai
08.2023 - 09.2025
- Managed a $2M monthly marketing budget across digital channels, ensuring alignment with strategic objectives, performance targets, and ROI.
- Led and mentored an in-house marketing team (engagement, content, and junior marketers), while coordinating with external agencies to deliver efficient campaign execution and optimization.
- Executed large-scale integrated marketing campaigns featuring high-profile brand ambassadors, increasing brand awareness and customer acquisition across priority markets.
- Partnered with PR, social media, and retail teams to activate omnichannel campaigns, converting offline branch traffic into digital users through event-based acquisition funnels.
Marketing Manager
Blockchain Commodities DMCC
Dubai
11.2022 - 07.2023
- Led digital acquisition for Crypto Gateway, DEX & Exchange products across MENA, Europe & Asia.
- Implemented creative testing, audience segmentation & funnel fixes to improve conversion efficiency.
- Upgraded measurement via GA4, Firebase, Adjust & Looker Studio, improving attribution accuracy.
- Managed internal team of 5 consisting of SEO specialist, Performance executive, designer and Content writers.
- Executed affiliate programs, media partnerships & presence at GITEX and Crypto Expo.
- Impact: Generated brand awareness and visibility across the region. Increased installs by 18% MoM as well as 8% MOM user growth.
Sr. Performance Marketing Specialist
Chain Reaction
Dubai
02.2020 - 11.2022
- Led digital acquisition initiatives for global financial and digital platforms across MENA, Europe, and Asia, supporting customer growth and market expansion.
- Improved conversion efficiency through creative testing, audience segmentation, and funnel optimization, driving higher-quality user acquisition.
- Enhanced marketing measurement and attribution by implementing Google Analytics (GA4), Firebase, Adjust, and Looker Studio, enabling more accurate performance reporting and decision-making.
- Managed and mentored an internal team of five (SEO, performance marketing, design, and content), ensuring effective execution across channels.
- Executed affiliate programs, media partnerships, and industry event activations, supporting brand visibility and acquisition across priority markets.
- Impact: Reduced CPA by 22%, increased conversions by 20% QoQ, and generated 6x ROAS across key clients.
Digital Marketing Specialist
Be on Top DMCC
Dubai
02.2017 - 01.2020
- Planned, executed, and optimized digital campaigns to drive traffic and maximize ROI across channels.
- Delivered performance reports, insights, and forecasts to measure and improve channel effectiveness.
- Managed 30+ client accounts with consistent delivery and ongoing performance improvements.
- Performed monthly optimizations to increase efficiency and conversion performance.
Digital Marketing Executive
Abb Tak News Channel
Pakistan
01.2016 - 01.2017
Education
Bachelor - Computer Science
University of Karachi
01.2015
Skills
- Google Ads
- Programmatic Ads
- App Install Ads
- Social Media Marketing
- Bing Ads
- Apple Search Ads
- Yandex Ads
- Affiliate Marketing
- Influencer Marketing
- Email Marketing
- Remarketing/Retargeting
- Conversion Rate Optimization (CRO)
- Landing Page Optimization
- A/B Testing
- Conversion Tracking
- Maximize ROI Strategy
- SEO (On-page & Technical)
- Keyword Research
- Competitor Analysis
- Website Audit
- Product Research
- Analytical Reports & Dashboarding
- Data Interpretation & Insights
Tools
- Google Analytics (GA4)
- Google Tag Manager
- Firebase / Google Firebase
- Yandex Metrica
- Facebook Business Manager
- Google Ads Editor
- Google Merchant Centre
- Emplifi
- Adform
- SEMRush
- Ubersuggest
- Screaming Frog
- Keyword Planner
- AppTweak
- Adjust
- Report Dash
- HubSpot
- SendGrid
- CleverTap
- Looker Studio
Certification
- Google Digital Guru (Black Belt)
- Google Digital Guru (Blue Belt)
- Google Digital Guru (Green Belt)
- Search & Display Ads
- UAC - App Ads
- Shopping Ads
- Video Advertising
- Google Analytics
Timeline
Performance Marketing Manager
MultiBank Group
09.2025 - Current
Growth Marketing Manager
Al Fardan Exchange LLC
08.2023 - 09.2025
Marketing Manager
Blockchain Commodities DMCC
11.2022 - 07.2023
Sr. Performance Marketing Specialist
Chain Reaction
02.2020 - 11.2022
Digital Marketing Specialist
Be on Top DMCC
02.2017 - 01.2020
Digital Marketing Executive
Abb Tak News Channel
01.2016 - 01.2017
Bachelor - Computer Science
University of Karachi