Shadab Khan — Retention, Lifecycle & Growth

I turn customer data into repeat revenue.

I run the full customer journey — growth marketing that fills the funnel, and CRM & lifecycle systems that turn it into retention. CleverTap, GA4/GTM, multi-market e-commerce.

Growth Marketing · CRM & Lifecycle Architecture · Marketing Analytics · Multi-market E-commerce

View case studies Get in touch
56→17 live journeys audited & rebuilt into a 17-stage lifecycle framework
12× conversion lift on the flagship journey after root-cause fix
3× revenue year driven in an earlier full-funnel growth role

Figures indexed / anonymised — absolute values withheld for confidentiality.

AWARENESS demand & content ACQUISITION paid · SEO · launches ACTIVATION onboarding · first value RETENTION repeat purchase ADVOCACY reviews · referrals WIN-BACK lapse triggers advocates fuel awareness churn is a journey, not an exit
01

About

CRM & retention lead for a leading GCC beauty & cosmetics retailer — five markets, 11K+ SKUs, a dual B2B salon and retail customer base. I specialise in diagnosing broken retention systems in the data and re-architecting them: the lifecycle journeys, the segmentation, the measurement layer underneath, and the commercial logic on top.

Before retention, I did growth. In B2B SaaS I built acquisition engines end to end — paid campaigns across Google, Meta and LinkedIn, SEO and content programs that grew organic leads 80%, and launch campaigns that generated 1,000+ inbound leads — contributing to a 3× revenue year. That's why my lifecycle work connects: I've owned every stage of the funnel the journeys are built on. Currently targeting senior retention and growth roles in international markets.

[ Refine in your own voice ]

02

Capabilities

Full-funnel by design — growth fills it, lifecycle compounds it, data proves it.

Growth is where I started — the acquisition engines that fill the funnel my lifecycle work then compounds.

  • Google Ads
  • Meta Ads
  • LinkedIn Ads
  • SEO & Content Strategy
  • CRO & Landing Pages
  • Email Newsletters
  • Product & Market Launches
  • Media Planning
  • Competitive White-space Analysis

3× revenue year · +80% organic leads · 1,000+ launch leads

Channels

Mobile Push · Web Push · In-App · Email · SMS · Web Pop-up · App Inbox · 
03

Case Studies

All numbers indexed / anonymised. Employer referenced as “a leading GCC beauty & cosmetics retailer.”

Problem
Inherited 56 live lifecycle journeys converting under 1% overall.
Diagnosis
Audited every journey. Found the flagship Welcome journey pulling tens of thousands of users into a dead end through a mis-configured goal event — and app/in-app surfaces converting roughly 10× better than web.
Built
A canonical 17-journey lifecycle framework spanning acquisition → retention → value growth. Fixed the goal-event logic, reallocated effort to the high-converting surfaces, and stood up back-in-stock and price-drop trigger journeys.
Impact
Flagship journey conversion improved [ 12× ]; top performer (wishlist abandonment) sustained [ ~18% conversion ].
Next
[ Holdout-based incrementality measurement ]
Problem
Fragmented, non-compliant tracking across six regional sites sharing one app.
Built
A 32-event GA4/GTM specification with server-side routing to GA4, Google Ads, Meta CAPI and TikTok CAPI — plus a PII-compliance split: hashed user data for Enhanced Conversions and CAPI, kept apart from non-PII GA4 properties. GDPR / consent-aware by design.
Impact
[ Clean attribution · compliant data flow · conversion-accuracy improvement ]
Why it matters
This is the data layer most retention managers can't touch — and the compliance rigour Western markets require.
Problem
The same SKUs sold on our own site and on marketplaces (Amazon, Noon); own-site underperforming, with heavy stock gaps leaking revenue.
Built
A cross-channel SKU analysis pinpointing precise discount targets to lift own-site sales; an out-of-stock / opportunity-loss model; and a standing rule that every campaign runs a live stock check — out-of-stock heroes never get pushed.
Impact
Identified [ seven-figure, indexed ] revenue-at-risk from stock gaps, plus a targeted discount list to recover own-site volume.
Why it matters
Retention thinking tied directly to margin and merchandising — not just messaging.
Problem
Stand up e-commerce and engagement for four new GCC storefronts, from zero.
Built
Regional launch strategy, a formula-driven media plan across all four markets, competitive white-space analysis, AI-produced launch video creative, and cross-functional delivery with an external dev vendor.
Impact
[ Launch outcomes / reach ]
Problem
Two early-stage B2B SaaS companies with long, consultative sales cycles and pipelines dependent on paid spend and founder networks.
Built
Full-funnel growth systems: SEO and content engines targeting high-intent queries, CRO on the capture layer, paid acquisition across Google, Meta and LinkedIn, automated HubSpot lead-lifecycle (scoring, nurture, sales handoff), and a Product Hunt launch with its surrounding demand-gen push.
Impact
Contributed to a 3× revenue year; organic lead generation up 80%; 1,000+ inbound leads from the launch, captured and routed with zero manual triage; 35% growth in new-customer acquisition.
Why it matters
Retention strategists who have personally run acquisition don't design journeys in a vacuum — they know exactly what the top of the funnel costs.
CS·06 External lifecycle teardown — a well-known DTC brand coming soon
04

Credentials

What colleagues say

05

Contact

Open to senior retention & growth roles in UK · Ireland · Australia · Canada.

If your repeat-purchase curve is flat, let's look at the data together.

hishadabk@gmail.com LinkedIn ↗

Based in the UAE — open to relocation.