About
I started in research, and it never really left.
Twelve years, three disciplines that turned out to be one. Market research taught me to distrust a clean number. Performance marketing taught me how fast money moves when nobody is checking. Analytics is what happens when you refuse to accept either at face value.
I am based in Berlin, where I lecture in digital marketing and am completing a PhD on how AI driven personalisation shapes consumer trust and decision making. Outside that I am building a profitability product for retailers, currently in private beta.
The through-line
Why the work looks like this.
Between 2014 and 2018 I ran B2B research programmes for Novo Nordisk, Bayer, Nissan and Henkel, trained in Kantar methodology. The job was to design an instrument, run it across FMCG, automotive, telecoms and healthcare, and hand senior stakeholders a recommendation they could act on, knowing some of them had a commercial reason to want a different answer.
That work builds a specific reflex: before you trust a figure, you ask what question produced it and what it cannot see. When I moved into performance marketing, that reflex had plenty to do. Platform reporting is honest about what it measures. It is simply answering a smaller question than the one a business owner is asking, and nobody had told the owner which question it was.
Everything I have built since, from the teaching instruments to the product now in beta, is the same correction applied in a different place. The doctoral research sits on the same nerve: personalisation works when it understands people rather than patterns, and the difference between those two shows up in trust long before it shows up in conversion.
Career
Where the twelve years went.
Market research in Tehran, performance marketing across B2B and startup work, then Berlin, lecturing, doctoral research, and building.
Architected the programmatic advertising curriculum, including simulation tools for bidding strategy and real-time auction logic. Designed and delivered a professional certificate programme across thirteen cohorts. Built course projects around live tools, Google Ads, Meta Ads, GA4, SEO and automation platforms, so that assessment mirrors how a marketing team actually works. Mentored Bachelor’s and Master’s students on campaign planning, KPI definition, A/B testing and analytics dashboards.
Full-funnel programmatic display and video for global B2B clients, with audience segmentation and auction-based bidding that improved lead quality by 65%. Led SEO, SEM and content strategy, aligned landing pages to high-intent keywords, and ran continuous testing against traffic, CTR, CPC, CPA and lead volume.
Built the full-funnel strategy for a fitness startup across SEO, SEM, content and Instagram, and supported early business development with competitor analysis and market-entry positioning.
Multi-channel campaigns across web, social, email and offline events. Market and competitor research to shape campaign strategy, and analysis of campaign data to inform what came next.
Led end-to-end B2B research projects for Novo Nordisk, Bayer, Nissan and Henkel, trained in Kantar methodologies. Conducted 150+ in-depth interviews and focus groups across FMCG, automotive, telecoms and healthcare. Delivered strategic insight reports using SWOT, market intelligence and competitor analysis, advising on market entry, positioning and growth.
Selected outcomes
Numbers I stand behind.
Drawn from client and in-house work between 2014 and 2023. Where a figure has no named client, that is a confidentiality constraint rather than an omission, I am happy to talk through the context of any of them.
- Built and scaled multi-channel funnels driving 140% annual revenue growth and 180% organic traffic growth for health-tech startups.
- Applied AI-driven personalisation to B2B campaigns, lifting lead-to-customer conversion by 22%.
- Raised qualified leads by 65% through segmentation and auction-based bidding while reducing cost per acquisition.
- Architected automated reporting pipelines in HubSpot, Looker Studio and Python that cut reporting time by 50%.
- 150+ in-depth interviews and focus groups across four sectors for four global brands.
Education & credentials
Where the theory came from.
A doctorate in progress, a master’s in digital marketing, and a set of professional certifications that keep the practice current rather than decorating it.
AI-driven personalisation and consumer behaviour. Mixed-methods and experimental work on how personalisation shapes consumer trust and decision-making.
Certified Digital Marketing Associate
Nine months of intensive training, Digital Marketing Institute and Google.
Marketing Analytics
Measurement, attribution and performance analysis.
Artificial Intelligence in Marketing
Applied AI across acquisition, personalisation and content.
Market Research & Consumer Behavior
Research design and behavioural analysis.
Brand Management
Positioning, architecture and brand measurement.
Higher-education pedagogy & case teaching
Formal teaching qualification and case-method certification.
Languages
Working in three.
Persian, native. English, full professional. German, working proficiency, improving steadily in the place where it matters most.