About
An operator whothinks like a strategist.
I'm Junaid Umer, a performance marketing and growth strategist based in Dubai. I work where strategy meets execution — close enough to the ad account to know what's really happening, and close enough to leadership to know why it matters.
Career
How I got here
I started in ecommerce, managing Amazon, Walmart and international marketplace accounts. That taught me to think at product level and to respect unit economics.
In Dubai, I moved into business development at Trifid Media, learning how marketing gets sold — and what clients actually need to hear.
At Etica Communication, I grew from performance marketing into senior strategy, and now lead account management: setting direction, campaign strategy and KPIs for a team of account and social media managers across a multi-industry portfolio.
How I think
What I believe
The system beats the channel
Growth breaks in the gaps between teams and tools.
Foundations before scale
Clean data first, bigger budgets second.
Sequence matters
Validate, learn, scale, expand — in that order.
Report what the business feels
Qualified pipeline, sales and margin over platform vanity.
Working together
How I work with people
I've worked with founders, in-house teams, agency partners and senior regional and global stakeholders. I'm comfortable leading a room, and equally comfortable opening GA4 to check the numbers myself.
- Founders who need a senior operator, not another package.
- CMOs and Heads of Marketing who need a plan they can defend and a partner who can run it.
- Growing brands entering new markets or new categories.
- Hiring teams looking for strategy and hands-on execution in one senior role.
Experience
Etica Communication
Dubai
- Senior Performance Marketing Manager & Head of Account Management
- Senior Performance Marketing Executive
- Performance Marketing Executive
Trifid Media
Dubai
- Business development
Marketplace ecommerce
- Amazon, Walmart & international retail media
Credentials
- Education
- Bachelor of Business Administration, Digital Marketing — Islamia University of Bahawalpur
- Languages
- English (fluent) · Arabic (conversational)
- Certifications
- Google Ads · Meta Ads · Apple Search Ads · Campaign Manager 360 · Display & Video 360 · Google / Coursera Foundations of Digital Marketing & E-commerce
- Markets
- UAE · Wider MENA · Jordan · The Maldives · The UK
- Industries
- B2B foodservice · Real estate · Ecommerce · Professional services · AI & SaaS
- Tools
- Google Ads · Meta Ads Manager · LinkedIn Ads · TikTok Ads · GA4 · Google Tag Manager · Conversions API · Merchant Center · Looker Studio
Selected brand experience
Brands and businesses I've worked with.
Includes communication and campaign work touching Knorr Professional and Hellmann's within the Unilever Food Solutions portfolio. Brands supported through campaign, content and marketing work, directly or via agency teams. Logos belong to their respective owners and do not imply endorsement.
Open to
Senior marketing and growth leadership roles, consulting and advisory engagements, and selected performance marketing projects.
Let's talk
Let's talk growth.
- linkedin.com/in/junaidumer