Growth Marketing · Mumbai

From search
to strategy.

I help fashion, lifestyle and D2C brands turn organic search into measurable growth. Five years across SEO, CRO, analytics and content strategy — combining technical execution with consumer insight to find what's actually driving growth, then scaling it.

  • SEO
  • CRO
  • GA4 & Analytics
  • Content Strategy
  • Market Analysis
  • User Journey Analysis
See case studies Get in touch
  • Ensemble
  • Vespa
  • Aprilia
  • Limelight Diamonds
  • Travelxp
  • One Skin Clinic
  • SKG
  • StartupTalky

Data tells you what happened. Curiosity tells you why.

Selected work

2021 — present

SEO Content

Ensemble

SEO Specialist · Oct 2024 – Jul 2026 · Luxury multi-designer fashion e-commerce

The challenge

Improve organic visibility and e-commerce performance, while actually understanding which categories, markets and customer segments were driving the growth — rather than assuming.

My approach

Analysed GA4 total users across designer, category and occasion pages from 2024 to 2026 to find which content types and search terms were actually driving growth, then concentrated expansion there instead of spreading effort evenly.

What I did

  • Standardised meta titles and descriptions across category, designer and product pages
  • Resolved product-feed and Merchant Center errors limiting product visibility
  • Led content expansion across designer, category and occasion pages
  • Built AI-assisted content workflows with editorial review on top

Designer pages — GA4 users

Top four pages by 2026 traffic. The designer listing page nearly doubled again in 2026, while long-tail designer pages like asal-by-abu-sandeep grew more than tenfold from a standing start.

Designer page 2024 2025 2026 2025 change 2026 change
designers.html1,4032,6585,105+89.5%+92.1%
reik5129091,152+77.5%+26.7%
asal-by-abu-sandeep1045361,113+415.4%+107.6%
yam586794940+35.5%+18.4%

Occasion pages — GA4 users

Top four pages by 2026 traffic. Wedding-related occasions saw the sharpest growth of any category — cocktail, sangeet and haldi grew several times over, tracking rising search demand around wedding functions.

Occasion page 2024 2025 2026 2025 change 2026 change
cocktail636802,111+979.4%+210.4%
resort-wear9401,8291,975+94.6%+8.0%
sangeet403081,745+670.0%+466.6%
haldi492181,447+344.9%+563.8%

Women's clothing pages — GA4 users

Top four pages by 2026 traffic. Every subcategory grew across 2024–2026 — dresses stayed the largest and steadiest driver, while the clothing listing page posted the sharpest relative gain.

Clothing page 2024 2025 2026 2025 change 2026 change
dresses3,7194,6275,960+24.4%+28.8%
women/clothing.html3051,4933,100+389.5%+107.6%
coordinate-sets1,5041,9322,292+28.5%+18.6%
tops7459661,830+29.7%+89.4%

Also shipped at Ensemble

First 90 days — Merchant Center

Product names were being incorrectly appended with "Ensemble" in Google Merchant Center. Traced it to source and fixed it, a feed-level issue that could have quietly affected product visibility and shopping ad performance.

The content framework

A single system for how every category, occasion and designer page gets written — H1/H2 structure, fabric mapped to occasion and mood, designer storytelling, and which product suits which occasion. This framework underpins the traffic growth in the tables above.

Market intelligence from sales data

Dissected MOSS sales data by city, country, designer, category, price and quantity at once rather than looking at revenue in isolation. Findings informed where to focus content, marketing and inventory attention.

The product naming experiment that failed

Tested adding descriptive keywords — "lehenga", "bridal", price ranges — in front of ~100 product names. It largely flopped against its SEO goal, but unexpectedly improved Ads performance and lead quality. A reminder to track downstream impact, not just the metric you set out to move.

Email & WhatsApp ownership

The person running MoEngage left with no handover. Self-taught the platform in about a month, then redefined the role beyond scheduling — becoming the bridge between campaign data and the creative team, surfacing performance by country, open and click rates, and designer-level results. Ran it 6–7 months.

Database consolidation

Customer data lived across three or four inconsistent databases. Consolidated everything into one standard format, including the unglamorous work of cleaning and sorting phone numbers by country — giving targeting a reliable foundation.

SEO

Vespa & Aprilia

SEO & CRO Executive · A&B Luxury Digital Agency · Piaggio

The challenge

Two established brands with strong existing search demand, held back by crawl inefficiency and site speed. Worse, URLs and meta were already finalised and page content couldn't be changed — which removed most of the usual levers. Scooter pricing was also missing from pages, leaving price-related queries entirely uncaptured.

What changed

  • ~19 sec load time ~5 sec
  • Position 3 Position 1
  • No model pages Dedicated model pages
  • No pricing on page Pricing published

  • ~74%

    Reduction in page load time

  • #1

    Priority commercial keywords, up from position 3

  • Vogue

    Among the international backlinks earned

Also at Piaggio

Winning the pricing argument

Adding scooter pricing to pages met initial pushback from brand managers. I built the case with client-side support and got approval — and those pricing pages went on to rank for price-related queries that had previously gone nowhere.

The GMB audit that found a hidden problem

Piaggio wanted visibility into how dealerships were perceived on Google. I scraped GMB reviews across every city, consolidated them in Sheets and used AI-assisted analysis to summarise sentiment at scale. The finding: showrooms and service centres often shared a single listing, so service complaints were dragging showroom ratings down to 2–3 stars despite a strong sales experience. Recommended separating the listings, plus a QR code at the payment desk to prompt buyer reviews. Presented directly to Piaggio.

SEO Content CRO

Limelight Lab-Grown Diamonds

SEO & CRO Executive · A&B Luxury Digital Agency · D2C jewellery

The challenge

A new entrant with limited search presence — but the real barrier wasn't visibility. People didn't trust lab-grown diamonds. Underneath that sat a technical problem too: category pagination was being indexed when it shouldn't have been, and the site took around 13 seconds to load.

What I did

  • Diagnosed and fixed the pagination indexing issue
  • Cut page load from ~13 sec to ~5 sec
  • Built a founder page, celebrity trust signals and FAQs
  • Implemented Product Schema
  • Wrote meta across category, product and homepage
  • Created new offer and store pages; handled internal linking, GTM and backlinks
  • Optimised GMB listings across all store locations

  • ~60%

    Reduction in page load time

  • Indexing

    Structural crawl-efficiency problem resolved

  • Trust

    Purchase friction reduced through CRO, not just traffic

The lesson I keep from this one: the brief said visibility, but the actual conversion barrier was belief. Content that explains how a lab-grown diamond is made does more for a first-time buyer than another ranking position.

Content

StartupTalky

Content Editor · Mar 2021 – Jul 2022 · Business media

The challenge

Content from a growing team of writers needed to consistently beat the top 10–20 ranking articles on every topic — the goal being that a reader landing on ours would never need to look anywhere else. That's a standards problem before it's a writing problem.

What I built

  • A structured editorial framework from scratch — H1/H2 usage, keyword placement, Canva creative process
  • Content-type-specific editing rules: short for news, business-reader tone for founder profiles
  • Research and writing guidelines built around search intent and authoritative sourcing
  • Competitor benchmarking against the top 10 before anything published

  • 15

    Writers directed — workloads, deadlines, standards

  • 30–40

    Articles edited per month, 2–3 hours each

  • Adopted

    Framework taken up by other editors on the team

Articles like "Boat Marketing Strategy" and "Coca-Cola Marketing Strategy" still rank today, years after they were optimised. I learned the platform and workflow in about three months, then spent the rest of the time making the standard something anyone could apply without asking.

SEO CRO

A&B — agency & client work

SEO & CRO Executive · Jul 2022 – Oct 2024 · Multiple clients

Beyond the three named brands, the agency work covered building A&B's own processes and running SEO and CRO across a spread of clients.

The audit framework

As a new joiner I found the agency had no consistent way to audit a client site. I worked through each pillar — code, content, GMB, E-E-A-T, technical — and defined the specific points to check for each. It became the standard audit process used across A&B engagements.

SKG Real Estate — the GMB nobody could unblock

One location's listing wouldn't pass standard verification. So I went to the physical location, twice, and completed verification in person. Also ran CRO improvements and managed a site migration, carrying canonicals and technical elements across without losing existing SEO equity.

Ode to Gaia — tracing problems to source

A GA4 order-value discrepancy turned out to be an order the client's own team had created internally. An outdated contact number on the live site traced back to a backend spacing issue. Both were data-accuracy problems that would have quietly caused wrong decisions or lost calls.

One Skin Clinic — location pages

An international clinic needing to rank in each local market. Proposed and helped build location-specific pages for cities including Brisbane and London, ran technical health checks, and pushed GMB and Trustpilot reviews to strengthen trust signals.

Travelxp — RED launch

A new service needing awareness with no established place in a site people already used. I analysed existing journeys to find where attention already lived, then identified the touchpoints where RED could be introduced without interrupting the flows that were already working.

A&B's own Dubai page

Owned a new regional page end-to-end for the agency's own site — content, structure, FAQs, imagery and meta — rather than just one slice of it.

Product Designer Project

Product

Dining Room

Product project · NextLeap Product Design Fellowship · 2025

The problem

Groups struggle to choose restaurants. Preferences and constraints are fragmented, the conversation is spread across platforms, and the things that actually decide it — travel time, availability — surface far too late.

How I solved it

A group decision-making experience combining preferences, location, budget, time, availability and behavioural signals to surface relevant options, learn from how the group interacts, and carry people from discovery to a confident decision.

View the deck

How I work

Focus & process

I've done SEO. I've done CRO. I've built content systems and analysed user behaviour. At the core these are all the same thing: different ways of understanding customers and helping businesses grow.

  • Organic Growth

    Turning SEO and content strategy into measurable, compounding traffic growth across categories and pages.

  • Conversion Optimisation

    Identifying friction in the customer journey and implementing CRO improvements that build trust and drive conversion.

  • Data-Driven Strategy

    Using GA4, search data and customer insight to prioritise the highest-impact opportunities, not the loudest ones.

  1. Research

    Understand the business, the market and the customer

  2. Insights

    Find patterns, opportunities and real problems

  3. Strategy

    Turn insights into a clear plan of action

  4. Execution

    Deliver across content, SEO, CRO and web

  5. Measure

    Use data to measure what actually matters

  6. Improve

    Learn, refine and grow continuously

Systems I've built

  • Content frameworks
  • Editorial workflows
  • SEO audit frameworks
  • Internal linking systems
  • Keyword clusters
  • Country performance dashboards
  • GA4 funnels & reports
  • CRO reports
  • AI-assisted content production
  • Consolidated customer databases

I enjoy building systems that bring clarity, consistency and results.

Questions I'm curious about

  • Why do some brands feel expensive before you've even used them?
  • Why do customers remember certain brands years later?
  • Why do some websites feel trustworthy within five seconds?
  • How does great design change behaviour?
  • How do branding and performance marketing make each other stronger?

About

Background & experience

I didn't get into marketing because I liked marketing. I got into it because I became obsessed with understanding why people choose one brand over another.

Consumer behaviour, psychology, websites, branding, products — these fascinate me. I enjoy connecting the dots between what people feel, what they see and what they do. That curiosity is what brought me here, and it's still the thing doing most of the work.

Most of what I do comes down to the same loop: find where customers are getting stuck, then turn that into something a business can actually change. Sometimes the fix is a page, or a feed, or fourteen seconds of load time. Increasingly it's the product itself — which is why I took the NextLeap product design fellowship rather than another marketing course.

I'm not attached to a title. I'd happily work across research, strategy, operations, web or content. I care much more about becoming useful than becoming specialised too early.

Open to opportunities

Let's build something meaningful.

I'm looking for people who enjoy asking difficult questions. If that sounds like your team, I'd like to hear from you.

arbaazsayed16@gmail.com LinkedIn

Better questions create better businesses.