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.

Partner

Hub47 PAD

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

Growth Consultant

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

360training

Understanding and mapping business requirements into Software Requirement Specifications.

Writing code (in MS SQL 2000, Cold Fusion, Flash and .Net) for technical maintenance (updates and fixes) of Virtual University Management System and Learning Management System.

Reengineering running systems for future upgrade to .Net Technology (database design and code-refactoring)

Instructional Designer – Designed e-Learning courses (aesthetics, usability and functionality) and developed web-based multimedia presentations based on persona analysis.

Application Developer/Instructional Designer

Chief Conversion Officer | Optimizing your digital presence to maximize sales

As a partner at fractal metrics, I drive results for our clients through effective conversion rate optimization (CRO) strategies. I have over 15 years of experience in marketing and growth strategies, working with Fortune 500 companies and startups across various industries and markets.

My mission is to help you improve your website's conversion rates and customer retention, using a comprehensive, data-driven approach that aligns with your business goals and objectives. I will work closely with you to understand your challenges, needs, and opportunities, and then design and implement customized CRO plans that deliver tangible, measurable results. Whether you need guidance on channel selection, budget allocation, experiment design, or data analysis, I'm here to help you. Let's talk and turn your website clicks into cash!

I used to be an action faker...

Let me explain...

I quit my job in mid 2021 to pursue entrepreneurship with a few partners.
My plan was to attract clients by producing meaningful video content.

So what did I do?

I intensively researched and then purchased:
✅ a camera
✅ lenses
✅ lights
✅ tripods
✅ a video editing course & software.

A few weeks and thousands of dollars later did I publish any videos?No❌

Why didn't I?

This is because I was ACTION FAKING (coined by MJ DeMarco).
It's when you avoid doing the 'critical path' actions, and do the easier things around it to appear like you are working.

"It gives you a faux sense of accomplishment, often stimulating a dopamine release with ineffective action.” [The Great Rat Race Escape]

Could I have simply picked up my mobile phone, hit the record button and uploaded a video?

Absolutely yes… but I didn’t.

I was creating these layers of work, excuses, in order to avoid the real action which I was uncomfortable with i.e. to speak up in front of a camera and put it out there.

So my sincere advice to you is that if you want to do something & have the basic elements.. then just do it... start small but do it.

I'm now committed to writing content regularly. Soon enough I'll get to videos :).

It’s time to stop action faking and start action taking.

Adnan Moinuddin

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

What impact does action faking have on productivity?

How important is content creation for businesses?

Use this Psychology framework to understand your customers/prospects better for marketing & sales.

Let me explain.... on video 🤓!

This Johari Window was designed to help people understand and improve relationships with others.. and themselves.

I believe it's a great tool that can be repurposed for marketing and customer research 🧠💡

In the video, I break down:
* The Four Quadrants of self-awareness: Open, Hidden, Blind Spot, and Unknown
* How these insights apply to understanding customers better
*Practical tips on using this model to reveal critical business insights

Whether it's discovering hidden needs or understanding the unspoken reasons behind a customer's decisions, the Johari Window offers a structured approach to deepen your customer relationships. 🤝🔍

👀 Curious about what your customers might not be telling you? Or how you could be unknowingly influencing decisions?

💬 Drop me a DM if you're interested in a specific set of questions to leverage the Johari Window in your marketing strategies.

Thank you for supporting my first step into video making—it's tougher than it looks! 🎬👏

#MarketingStrategy #CustomerInsight #JohariWindow #BusinessPsychology

What is the significance of deepening customer relationships in marketing?

How can the Johari Window framework enhance customer understanding?

How can the Johari Window be utilized in marketing strategies?

I'm mentally obese.
It is severely impacting my work. 

You might be mentally obese too. 

Let me explain... 

If you are consuming more information than you're actually applying, welcome to the club. 

Symptoms look like this:

• Analysis Paralysis: You read everything but decide nothing.

• Procrastination Proliferation: ‘I’ll do it later’ has become your mantra.

• Tutorial Treadmill: Always learning, never doing.

• Notification Nausea: Your phone buzzes more than a bee in spring.

Missing deadlines, not feeling motivated, lacking discipline and passing time maybe pointing to mental obesity.

Here are some things I’m doing to fix this:

• Data Dieting: Just like meals, I’m scheduling specific times to consume and process information. This helps prevent the all-day grazing on data that leads to mental sluggishness.

• Action Aerobics: I’m going to Implement one piece of new knowledge daily. No excuses.

•Priority Pilates: I’m going to be flexible but stay firm with my priorities. 

• Notification Fasting: I’m going to silence the unnecessary noise. I’m designating times for digital silence.

• Curriculum Conditioning: Ah the amount of courses I've bought and never gone beyond 20%..Instead of trying to learn everything, I will focus on what I need to know to complete tasks or move projects forward.

If you have any tips on this let me know.

Turning Clicks to Cash | Conversion Rate Optimization | fractional CMO | xShell | xPetronas

Syed Ammar Ali

I've poured in a lot of money on LinkedIn Brand Building / Lead Gen courses and here's what I've learned.

Most of those investments have turned to inwastements.

*Inwastement* - Putting in money to buy something, thinking it's an investment - but it goes to waste because you didn't commit to it.

The cold hard truth is that the majority of the systems these LinkedIn 'Gurus' teach...

.. actually work (gotcha) 

..It's just the lack of consistency in sticking with their systems that causes issues... and you end up becoming a skeptic..

.. Just like that CEO us Marketers can't convince because 'yes we tried xxx marketing tactic ourselves [for 1 week on a baby budget] and it doesn't work'. 

So if you're planning to invest in LinkedIn Brand Building for your Business, ensure the following:

1) Stick with one coach / course at a time. 
2) Follow their guidance to the 'T'. 
3) Be consistent. 
4) Give it time.

Some businesses are easier to sell on LinkedIn than others... 

..but you surely find some businesses / individuals doing well in your niche if you look deep enough. 

If you have any questions I'd be happy to answer them.

How can I conduct effective research for my LinkedIn niche?

What are some tips for staying consistent in LinkedIn brand building?

How can I improve my LinkedIn brand building?

Lose Your Website Prospects in 60 Seconds or Less. 
With so many playbooks on how to convert website prospects faster..

..I decided to share a PlayBook on what you can do to LOSE your website visitors faster... Guaranteed.

Lets make Nick Cage proud with this one.

#CRO #CVO

How important is CRO in website conversion?

What is the significance of CVO in website optimization?

Gone in 60 Seconds

Your brain is 22 times more likely to remember a story than a list of facts or features... 

...And that's why you need to stop selling and start storytelling.

People don't buy products; they buy stories. 

We are wired to connect with stories.
 
Here's any easy framework you can use:
 
👾Start with a relatable hero: Your customer should see themselves in the protagonist of your story. Make them the hero who overcomes challenges and achieves their goals with the help of your product or service. 
 
👾Define the conflict: Every good story needs conflict. Present a problem that your customers can relate to, and then show how your product or service is the solution. 
 
👾Create emotional resonance: Evoke emotions through your storytelling, as people make decisions based on feelings rather than logic. 
 
If you want to supercharge your marketing efforts and drive incredible growth, it's time to stop selling and start storytelling.

It might just be the most powerful tool in your arsenal for connecting with customers on a deeper level and generating long-lasting loyalty.

Want me to give it a spin? - Shoot your Brand in the comments and I'll use this framework to develop your story.

Why is emotional resonance important in storytelling?

Are you suffering from Writer's Block or Blocked Writer?
I thought I had Writer’s Block... Its not. It feels more like Blocked Writer.

Let me explain..

I have ideas to write about..
I have things to share..
I’ve written them down in my notes and have even composed them.. 

..only 𝗡𝗢𝗧 to hit the ‘POST’ button. Same goes for conversations on LinkedIn posts.

So clearly it isn’t Writer’s Block i.e. where the creative process of writing slows down and you are unable to write.

This is something else...

..Isn't it sad when the fear of failing (in front of others) or the fear of not being liked drives far too many of our decisions?

It's been my reason for not writing regularly. Especially when you seek validation on what you’ve written by the likes you get.

If this is you then you are not alone. 

I’m right here with you battling this daily.. 𝗕𝗹𝗼𝗰𝗸ed 𝗪𝗿𝗶𝘁𝗲𝗿. Where I've Blocked the Writer in me from sharing my writings due to the fear of being judged.

And I’m here to support you..

If not anyone else, tag me in your comments and I’ll be the first one to comment and back you up.

Don’t block the writer in you.. 

If you don’t have Writer’s Block then don’t suffer from Blocked Writer either.

Power to you.. to us! Start posting. Your voice matters!

How can one overcome the fear of failure when posting on LinkedIn?

How can one avoid seeking validation on their writing?

Dear Introverted Marketer,
You’ve always known that the loudest voice in the room isn’t always the most insightful one.

You’ve sat in countless meetings, feeling the weight of unspoken ideas because the space to speak seemed just out of reach.

You've experienced the frustration of networking events, where superficial chatter drowns out meaningful conversation..

…making you question whether your thoughtful approach has a place in this extroverted domain.

Your frustration isn't just with the overt demands of your role but with the undervaluing of your qualities.

The marketing world is quick to celebrate the bold and the brash..

..often overlooking the profound impact of the thoughtful and the deliberate.

Here’s the truth: Your introspection is your stealth weapon.

In a field driven by relentless self-promotion, your ability to listen deeply and respond with carefully considered strategies is invaluable.

You’re not creating noise; you’re crafting resonance that lasts longer and travels deeper into the hearts and minds.

Your approach can turn transient interactions into lasting connections and fleeting interests into loyal engagements.

Remember:

- Your voice doesn’t need to be loud to be powerful.
- Your marketing doesn’t need to be flashy to be effective.
- Your silence can speak as loudly as words in the right moments.
- Your subtlety is an art form in a world that often only sees the obvious.

Lean into your strengths—

your keen observation.
your strategic thinking.
your ability to connect deeply.

These are your superpowers in a world that desperately needs depth over decibels.

Embrace your unique perspective my dear introverted marketer. 

The path you carve may be quieter, but it is no less impactful.

Forge connections that matter, create content that resonates and build a marketing presence that is felt deeply... not just frequently.

Rise quietly, but mightily.

Your Fellow Introverted Marketer.

What are the key skills required to be a successful introverted marketer?

How can introverted marketers create resonance with their audience?

How can introverted marketers leverage their superpowers to succeed in their field?

Real Marketers have I missed anything?

I’m positive I have an incomplete list of Marketing Skills and Philosophies below.

The intent is to create a repository of definitions (which I will develop after your feedback) to help marketers navigate the ever evolving world of marketing.

Have I missed anything?

𝗦𝗸𝗶𝗹𝗹 𝗗𝗲𝗳𝗶𝗻𝗶𝘁𝗶𝗼𝗻: A consolidated area of technical expertise e.g. Email Marketing (and not micro skills within it e.g. deliverability, compliance etc).

𝗠͟𝗮͟𝗿͟𝗸͟𝗲͟𝘁͟𝗶͟𝗻͟𝗴͟ ͟𝗦͟𝗸͟𝗶͟𝗹͟𝗹͟𝘀͟ ͟(͟𝘁͟𝗵͟𝗶͟𝗻͟𝗸͟ ͟𝗕͟𝟮͟𝗕͟,͟ ͟𝗕͟𝟮͟𝗖͟,͟ ͟𝗜͟𝗻͟𝗱͟𝘂͟𝘀͟𝘁͟𝗿͟𝗶͟𝗮͟𝗹͟,͟ ͟𝗥͟𝗲͟𝘁͟𝗮͟𝗶͟𝗹͟,͟ ͟𝗢͟𝗻͟𝗹͟𝗶͟𝗻͟𝗲͟,͟ ͟𝗢͟𝗳͟𝗳͟𝗹͟𝗶͟𝗻͟𝗲͟)͟
Advertising (Print / Outdoor)
Affiliate Marketing
AI Prompt Engineering
Analysis - Marketing Data
Analytics - (Product, Web)
Analytics - Social Media
App Store Optimization
Automation
Campaign Planning
Communications
Conversion Rate Optimization
CopyWriting
Customer Segmentation
Data Science
Data Visualization
Email Marketing
Event Planning and Management
Graphic Design
MarTech (CRM, CDP etc)
Media Buying
Media Relations
Merchandizing
Mobile Marketing
Neuromarketing
Paid Social (fb, insta, tiktok)
Paid Social (LinkedIn)
Positioning
Pricing
Promotion (Trade)
Proposal Writing
Public Relations
Research - Customer
Research - Market
Search Engine Marketing
Social Media Management
Strategy (Product / Service)
Technical Writing
Trade Marketing
User Experience Design
User Interface Design
Voice Search Optimization
Web Design

----

𝗣𝗵𝗶𝗹𝗼𝘀𝗼𝗽𝗵𝘆: Fundamental approaches that shape the execution of marketing skills. E.g. PPC for Lead Gen (designed to get you MQL) vs PPC for Demand Gen (designed to build trust for Inbound). Philosophies in marketing are not directly tied to a specific skill or technique but are rather about how these skills are used based on the philosophy.

𝗣𝗵𝗶𝗹𝗼𝘀𝗼𝗽𝗵ies
Account Based Marketing
Brand Marketing
Customer Led Growth
Customer Relationship Management
Demand Generation
Lead Generation
Product Led Growth

Please help me complete this list...

What are the best practices for email marketing?

Which Web Analytics Tool Are You Using? 
Any recommendations welcome. 

Taplio

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