Muhammad Jawad Sultan

Performance-driven Marketing Manager with 3+ years of experience in performance marketing and paid media across international and Pakistani markets. Proven success in scaling ROAS from 2x up to 10x and reducing CPL from $100 to $30 through data-driven optimization, funnel strategy, and continuous testing. Strong expertise in Meta Ads, Google Ads, analytics, and growth-focused campaign execution. Experienced working with remote teams and international clients.

Performance Marketing Manager at WorkStaff360 (2024-01 – Present)

• Managed and optimized Meta Ads and Google Ads campaigns for lead generation and service-based businesses
• Reduced Cost Per Lead (CPL) from $100 to $30 through audience refinement, creative testing, and bid optimization
• Built and optimized full-funnel strategies (TOF, MOF, BOF) to improve lead quality and conversion rates
• Implemented and managed GA4, Google Tag Manager, Meta Pixel, and Conversion API (CAPI) for accurate tracking and attribution
• Conducted continuous A/B testing on ad creatives, audiences, and campaign structures
• Created weekly and monthly performance reports with clear optimization and scaling recommendations
• Worked closely with internal teams to align marketing strategy with business goals

Digital Marketing Manager at Geo Brakes (2024-01 – Present)

Led Meta Ads and Google Ads strategy for a Canadian automotive brand targeting international markets.

• Scaled paid media performance from 2x ROAS to 10x ROAS through structured testing and budget scaling
• Optimized campaign structure, audience targeting, and creatives to maximize return on ad spend
• Managed full-funnel paid media strategy from awareness to conversion
• Analyzed key performance metrics including ROAS, CPA, CTR, and conversion rate to guide decisions
• Coordinated remotely with stakeholders and creative teams to execute performance-driven campaigns
• Delivered consistent growth through data-backed optimization and reporting

Freelance Performance Marketer (Meta & Google Ads) at Self-Employed (2023-01 – 2024-12)

• Delivered performance marketing projects for local and Pakistani market clients
• Planned, launched, and optimized Meta Ads and Google Ads campaigns focused on lead generation
• Improved ROAS and reduced CPL through continuous testing and optimization
• Conducted campaign audits, competitor analysis, and keyword research
• Set up conversion tracking using GA4, Google Tag Manager, and Meta Pixel
• Worked directly with business owners to manage goals, budgets, and performance KPIs

Digital Marketing Executive at Migracon Pvt Ltd (2023-01 – 2024-12)

• Executed and optimized Meta Ads and Google Ads campaigns for education and visa services
• Managed lead generation campaigns with a strong focus on CPL and lead quality
• Conducted keyword research, competitor analysis, and creative testing
• Assisted in funnel optimization and landing page performance improvements
• Supported reporting and performance analysis

Bachelor in business and IT – Virtual university of Pakistan