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Organic and paid search aren't competing budgets — they're different speeds of the same engine. Here's how I split attention between them.
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Digital Marketing & Web Development · UAE
Febin builds and runs the digital growth engine behind multi-brand e-commerce.
I work across Google Ads, SEO, social media, marketplace operations, and Shopify, WordPress & custom web development — turning scattered campaigns and storefronts into one coherent, measurable system.
7+Years in digital marketing & dev
12+Storefronts & ad accounts handled
7Core skill areas
3Markets across the GCC
About
A digital marketer who also builds the store.
Most agencies hand you a media plan and a separate developer hands you a theme. I do both — so the campaigns I run and the storefront they send traffic to are designed together from day one, with the same tracking and the same goal.
Read the full story
Explore My Skills
My Skills
Each of these works on its own. Where I add the most value is running them together — so the campaign, the storefront, and the page they land on are all pulling in the same direction.
Google Ads
Structuring and optimizing Search, Shopping, Display and Performance Max campaigns for measurable growth.
View skillSocial Media Marketing
Building content systems and paid social campaigns that turn followers into a real audience.
View skillSEO
Improving organic visibility through technical audits, on-page structure and content architecture.
View skillMarketplace Management
Managing catalog health, pricing logic and advertising across multi-brand marketplace storefronts.
View skillShopify Development
Customizing Shopify themes and building storefronts that are fast, structured and easy to maintain.
View skillWordPress Development
Building and maintaining WordPress sites with clean structure, sensible plugins and fast load times.
View skillCustom Web Development
Building custom web applications and internal tools with Laravel and PHP when off-the-shelf isn't enough.
View skill
How I work
Audit first. Build second. Measure always.
Most digital marketing problems aren't a missing tactic — they're a missing system. Before I touch a campaign or a theme file, I want to understand what's actually being measured, what's competing with what, and what "working" would even look like.
That habit comes from managing several brands and storefronts at once: when budgets, catalogs and ad accounts overlap, small structural mistakes get expensive fast.
More about my background01
Audit
Map what exists — accounts, pages, feeds, tracking — before changing anything.
02
Plan
Set a clear priority order based on impact and effort, not whichever task is loudest.
03
Build
Implement the campaign, page, or feature with the next person who touches it in mind.
04
Measure
Check results against the original goal, not vanity metrics, and adjust.
Skills in detail
What each skill actually involves.
Click through to see what's included, who it tends to fit, and the tools behind each one.
Search, Shopping & Performance Max
Google Ads
Structuring Search, Shopping, Display and Performance Max so multiple storefronts don't end up bidding against each other.
Account & campaign structure
Conversion tracking (GA4 + GTM)
Bid & budget management
Auction insight monitoring
Best for
Multi-brand catalogs
New accounts
Tools & approach
Google Ads Editor
GA4 + GTM
Auction Insights
Content systems & paid social
Social Media Marketing
A content rhythm and paid social layer that works alongside the rest of the funnel, not separately from it.
Content calendar
Paid social setup (Meta)
Retargeting audience building
Performance reporting
Best for
Inconsistent posting
Retargeting needs
Tools & approach
Meta Business Suite
Scheduling tools
Pixel / Conversions API
Technical & on-page optimization
SEO
Technical and on-page work that compounds — built to reduce how much traffic has to come from paid clicks.
Technical audit
On-page optimization
Keyword research
Off-page work
Best for
Paid-heavy traffic mix
Multi-market catalogs
Tools & approach
Ahrefs / Search Console
Schema markup
GA4
Amazon UAE & Noon operations
Marketplace Management
Keeping catalog health, pricing and advertising in sync across every marketplace storefront a brand sells on.
Catalog enrichment
Pricing strategy
Marketplace advertising
Settlement reconciliation
Best for
Multi-channel sellers
Catalog/SKU issues
Tools & approach
Seller/Brand Central
Bulk catalog tools
Theme customization & storefronts
Shopify Development
Customizing themes and building storefronts that stay fast and easy to maintain after launch.
Theme customization
Performance work
App & checkout integration
Handover documentation
Best for
Outdated themes
Self-maintained stores
Tools & approach
Shopify Liquid
Shopify CLI
Lighthouse / PageSpeed
CMS, plugins & performance
WordPress Development
Clean structure, sensible plugin choices, and load times that don't fight the content.
Theme setup
Plugin audit
On-page SEO foundation
Performance & caching
Best for
Content-heavy sites
Plugin overload
Tools & approach
Custom/child themes
Caching & image plugins
Laravel & internal tooling
Custom Web Development
Laravel and PHP work for internal tools and reporting dashboards that off-the-shelf software doesn't quite cover.
Requirements scoping
Application build
Integration work
Documentation
Best for
No off-the-shelf fit
One-off dashboards
Tools & approach
Laravel & PHP
MySQL
REST API integration
The approach
How a project actually comes together.
A campaign and a storefront built by two different people rarely line up. The tracking gets set up differently, the goals drift apart, and by the time something's wrong nobody can tell if it's the media plan or the page it's sending traffic to.
Doing both means the foundation is the same from day one — one set of goals, one tracking setup, one place where a problem actually gets traced back to its cause instead of argued over between two parties.
Research first
Every project starts with the catalog, the competitors and the current numbers — not a template.
Built to be measured
Content and campaigns are built to convert, then reported on with the same rigor.
Industries
Hands-on experience across these industries.
E-commerce & Retail
B2B Trading & Wholesale
Electronics & IT Accessories
Office Equipment & Printing
Multi-Brand Retail Groups
Networking & Security (CCTV)
Time-Sensitive Promotions
Customer Support & CRM
FAQ
Common questions, answered honestly.
It covers everything that gets the right traffic to a store and gives that traffic a reason to convert.
No — the work shown here spans Dubai, Abu Dhabi and Saudi Arabia.
Usually theme customization first — sections, blocks and metafields adjusted to match the catalog and brand.
It removes a common failure point. When the same person sets up conversion tracking and builds the page it's tracking, the data lines up from day one.
Yes. Catalog health, pricing within each marketplace's rules, and marketplace advertising are all part of the same skill set.
Google Ads can show signal within days. SEO is slower — competitive keyword rankings usually take a few months.
From the blog
Notes on what's actually working
FEATURED
SEO vs paid: how I think about channel mix for UAE e-commerce
Organic and paid search aren't competing budgets — they're different speeds of the same engine. Here's how I split attention between them.
Read Article
Shopify or WordPress? Choosing a platform for a GCC online store
Both can power a serious online store. The right choice depends on catalog size, payment gateways, and who maintains the site after launch.
Read Article
Let's talk shop
This site exists to show how I work — not to sell a service.
If you'd like to talk about a campaign, a build, or just compare notes on running digital operations in the GCC, I'm easy to reach.