Who is Waseem?

• Background: Doctor of Pharmacy (five years of study), now a full time digital marketer.
• Experience: Freelancing as a digital marketer since 2022 on platforms including Fiverr and Upwork, and now working directly with brands.
• Focus: Meta Ads, Google Ads, GA4 and GTM tracking, email marketing and conversion optimization for eCommerce.
• Works with: skincare, jewellery, fashion, shoes, perfume, fitness and beauty brands.

How a pharmacy student ended up in digital marketing

After five years of studying pharmacy, I realized that what fascinated me most was not limited to one field. I was drawn to understanding patterns, analyzing data, identifying what drives decisions, and turning insights into meaningful outcomes.

That curiosity led me to marketing, where data meets human psychology, creativity meets strategy, and every decision has the potential to influence business growth.

In 2022, I officially began my freelancing journey as a digital marketer. What started as an interest gradually became a profession built around one core idea: understand what the numbers are telling you, figure out what customers actually need, and use that understanding to improve results.

I don’t just look at numbers. I look for the story behind them.

Marketing data is more than a collection of metrics. Every click, conversion, abandoned cart and customer interaction tells us something about the customer journey. I enjoy reverse engineering that journey to understand what’s working, where the gaps are and what needs to change.

These are the questions that shape how I approach marketing:

• Why are people clicking but not converting?
• Why is one ad generating sales while another consumes budget?
• Why are customers purchasing once but not returning?

My focus is on connecting the dots between paid advertising, email marketing, customer behavior and conversion optimization, then turning those insights into practical strategies that support sustainable growth. For an example of how I diagnose a problem, read my guide on why ROAS drops when you scale Meta ads.

From execution to building better marketing systems

Over the years, I’ve expanded my skills across performance marketing, paid advertising, email marketing and conversion optimization. I’ve also embraced AI as a tool for research, ideation, analysis and improving workflows.

I believe the real advantage isn’t simply using AI to produce more. It’s combining human judgment, creative thinking, customer understanding and data driven decisions with AI to build smarter, more effective marketing systems. Technology can accelerate the process, but strategy still requires asking the right questions, understanding the context and making informed decisions.

Why I want to work directly with you

My freelancing journey began through outsourced work, where I contributed to projects without always having direct access to the clients behind them. That experience helped me develop my skills, but it also showed me the value of direct communication.

I want to understand your business in your own words: your goals, your challenges, your customers, and even the things that may be difficult to explain at first. Sometimes the brief tells you what needs to be done, but a conversation helps you understand why it matters.

Direct collaboration lets me ask better questions, understand your expectations, challenge assumptions when necessary, and build a strategy around what your business actually needs rather than applying a generic marketing formula. Your satisfaction matters to me, but so does the reasoning behind the work. I want you to understand what we’re doing, why we’re doing it, and how we evaluate whether it’s working.

What I’m building today

I started by working behind the scenes on client projects, exploring freelancing platforms including Fiverr and Upwork and developing my skills through hands on experience. Today, I’m building my own platform to connect directly with businesses that value thoughtful strategy, clear communication and measurable progress.

My goal is simple: help businesses make better marketing decisions, create stronger customer journeys, and turn their marketing efforts into meaningful business outcomes.

What I do

Credentials

• Doctor of Pharmacy
• Klaviyo Practitioner Certification (view certificate)
• Digital Marketing and eCommerce (Coursera) (view certificate)
• Local SEO (LinkedIn Learning) (view certificate)
• LinkedIn Advertising on Instagram (view certificate)
• LinkedIn eCommerce with Facebook and Instagram (view certificate)