Shehub Arefin

About

Dynamic Head of Performance Marketing with over 8 years of strategic leadership in digital marketing across diverse sectors. Expert in developing and implementing growth strategies that significantly enhance user acquisition and revenue. Adept at managing multimillion-dollar budgets and achieving superior ROI. Experienced in leading high-performance, cross-functional teams to drive market innovations and operational efficiencies. Proven track record of pioneering innovative growth and marketing strategies, with a strong focus on data-driven decision making and performance optimization.

Experience

• Head of Paid Social · Rodizio Media Ventures01-01-2023 – 04-01-2024

  • Pioneering team member (6th employee) of a rapidly scaling media tech startup, specializing in strategic marketing initiatives for small business sectors. • Spearheaded comprehensive direct response acquisition campaigns across five distinct industries, managing over $15 million in ad spend which led to a substantial increase in KPI achievement and generated over $5 million in gross profits. • Championed the development and deployment of an innovative marketing operations system, slashing operational times by 60% and significantly enhancing execution efficiency. • Strategically led TikTok advertising initiatives from inception, driving over $1 million in revenue within the first 9 months by leveraging cutting-edge content strategies and audience targeting. • Directed a dynamic cross-functional team of 7, cultivating a high-performance culture that boosted productivity by 25% through enhanced collaboration and skill development. • Acted as the key liaison for forging strategic partnerships, securing pivotal agreements with technology providers that expanded operational capabilities and maximized revenue potential.

• Senior Paid Social Manager · Scale Media10-01-2020 – 12-01-2022

  • Spearheaded direct response acquisition campaigns for five DTC eCommerce brands, managing $30 million in ad spend, doubling ROI, and generating $70 million in revenue. • Spearheaded the launch of a new DTC beauty brand, achieving revenues of $364,115 in three months and exceeding $2 million within the year. • Pioneered a company-wide CRO and A/B testing process, enhancing marketing efficiency, improving CAC and ROAS, with 70% of tests successful. • Led a skilled team of digital strategists, copywriters, and creative strategists, enhancing campaign execution and scalability. • Developed strategic partnerships with external agencies to explore new advertising platforms, significantly enhancing market reach and brand visibility. • Managed the creation and execution of quarterly strategic content and acquisition plans, aligning with company objectives. • Masterminded detailed data analyses and A/B testing, optimizing campaigns to achieve a CPC under $0.60, elevate CTR to over 6%, and surge conversion rates to over 3%. • Enhanced marketing technology platforms and workflows, leading improvements in optimization algorithms and operational efficiency.

• Paid Social Strategist · JUICE07-01-2021 – 01-01-2022

  • Orchestrated growth across small, medium, and large companies by implementing a full-funnel, omni-channel digital marketing approach. • Led a team of digital strategists and media buyers, ensuring campaigns are not only executed to the highest standards but are also scalable. • Developed marketing strategies and funnels in collaboration with cross-functional teams, focusing on acquiring new customers and optimizing lifetime value (LTV) and customer acquisition cost (CAC). • Served as the primary point of contact between the agency 'JUICE' and multiple clients, adeptly managing client communications and translating complex strategy and performance data into actionable insights. • Regularly reported on key campaign metrics, analyzing performance to identify improvement areas and justifying campaign decisions to clients and internal stakeholders. • Spearheaded Website Conversion Rate Optimization (CRO), continuously enhancing client websites through A/B testing, implementing best practices, and integrating new features and apps.

• Digital Marketing Specialist · Wave Runner Media06-01-2018 – 10-01-2020

  • Managed over $1M annual marketing budget for five DTC eCommerce brands, consistently achieving over 2x ROI and generating over $3M in revenue. • Led paid media strategies on Facebook, Google, and Snapchat to boost brand visibility, customer acquisition, and lead generation. • Performed regular analyses of paid social performance, making strategic budget reallocations based on campaign effectiveness. • Conducted rigorous A/B testing of ad creatives and funnels to meet KPI goals, coupled with competitor and keyword research to optimize campaign strategies. • Compiled key performance reports, distilling complex data into actionable insights for team and stakeholders, enhancing strategic decision-making.

Education

• University of Tennessee, KnoxvilleBachelor's Degree, Economics

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