About · my philosophy at work

Marketing is storytelling.

When people buy your story, they buy your product. A lot of marketers boast about reach, likes, leads and impressions. That matters, but I want to see how the finance team feels it. I bridge the gap between digital and creative: I plan the media and I make the content, so the ad, the page and the sales call all say the same thing. The number at the end is the only one that matters.

See my workDownload CV
In numbers
AED 40M+
Revenue generated through the digital ads I ran across brands and platforms, in the last two years
AED 3.5M+
Paid media managed on Meta, Google, TikTok and Snapchat, awareness campaigns included
80K+
Leads generated that helped the sales teams close

Plus impressions across the GCC and India that I stopped counting a while ago. They are not the number I lead with.

Philosophy

Revenue- and impact-driven, not vanity-driven.

My philosophy is simple: get it done. I optimise for speed and for testing variables, because everything moves at the speed of light now and marketing has to keep up. The brands that win are the ones that ship, learn and ship again while everyone else is still in the deck.

My style
01
Listen

To the customer, the sales data, the competition, what the brand already means to people, and where it can genuinely stand out.

02
Position

What the brand stands for, who it is for, and what it never says. Once that is clear, everything downstream gets simpler.

03
Produce

I script, shoot, edit and write in-house, and I use AI across my tools so I can ship fast.

04
Measure

Everything is measured, so the next campaign can optimise, adapt and overcome.

Nihaad Shaikh hover
The short version

Agency to brand, across four countries.

I come from agency, with years at WATConsult on Unilever, Peter England, Brussels Airlines and Piramal. I have worked the premium beauty side with N.Bar, luxury fashion with Kocca, Nara Camicie and XTI, and managed big clubs and go-to-market launches for UFC Gym Qatar and Wellfit. Today I am Head of Marketing for UFC Gym across the UAE, Qatar and Kuwait. On the side I have worked with Shama Perfumes, a premium D2C fragrance brand, and helped more than double their e-commerce sales.

  • Head of Marketing · UFC Gym UAE, Qatar and Kuwait
  • I shoot and edit the creative I buy media for
  • 15+ brands · 4 countries · 10 years
The path so far
2025 →
Head of Marketing · UFC Gym — UAE · Qatar · Kuwait

Brand, performance and revenue across 10 clubs in three markets, an in-house content team and full-funnel ownership.

2024 – 2025
Performance Marketing · Wellfit — UAE

End-to-end paid across five platforms for six clubs, two club launches, and dashboards that turned spend into a science.

2022 – 2024
Marketing Manager · UFC Gym — Qatar

Launched the first UFC Gym in the country, then two more. QAR 10M+ in sales in a single year.

2018 – 2022
Sr. Marketing Coordinator · 2Point — Qatar

A multi-brand retail portfolio: Mayoral, N.Bar, XTI, Kocca, Naracamicie. Built Mayoral’s e-commerce alone in the lockdown.

2016 – 2018
Sr. Digital Media Executive · WATConsult — Mumbai

The agency years: digital strategy and social for Unilever, Peter England, Brussels Airlines and Piramal.

Skills
Performance Marketing
Paid Media Buying
Meta Ads
Google Ads
TikTok Ads
Snapchat Ads
Performance Max
GA4 Analytics
Looker Studio
CRM
Attribution
Go-To-Market Strategy
Brand Storytelling
Content Production
Photography & Videography
UGC
SEO
AEO
Events & Partnerships
Influencer Marketing
AI-Driven Analytics
Graphic Design
Video Editing