Soman Awan

The work

Marketing work

Campaigns, brand programmes, the creator channel, education, retention, and the measurement under them.

Campaigns

A pinned planning grid of creator briefs
Campaigns

The monthly creator engine

A creator channel measured per creator, from first visit to activation.

150+creators cycled through80M+cumulative reach230+tracked creator links across 9 markets
Role
Channel owner
Team
Regional traffic managers, an analyst, design, legal
What I did
Ran the monthly slate, negotiated renewals, built the per creator tracking
Two seats facing a small stage with microphones
Campaigns

Philippines market entry

We were opening a market where nobody knew the brand, so trust had to come before trades.

26Mimpressions, first campaign month8M+creator-layer reach3M+views, flagship creator video
Team
With the regional launch team, a PR agency, creators, the market's lead educator, CRM, design and compliance
Channels
Press placements, branded show, webinars, creator slate, launch contest, raffles, email onboarding, Telegram
What I did
Produced a multi-episode branded talk show with local creators as the cast. Ran a structured Taglish trading camp with the market's lead educator. Shipped 5 to 20 creator integrations a month, brief through to reporting. Rebuilt a prize draw as a live broadcast when the plan collapsed six hours before air.
A clean desk with a laptop, framed print and lamp
Campaigns

Creative intelligence for the brand

Coding a category's advertising showed where every serious competitor said the same thing.

505competitor creatives coded
Corpus
Competitor creatives merged with competitor social posts and local promotion
Collection
Creatives and posts parsed through Apify actors
Method
Bigram and trigram analysis, then archetype coding by a local model
Framework
Competitors mapped onto the brand archetype framework
Used for
Brand image, brand architecture, and the creative team's briefs
Laptop with an email layout beside a hand-drawn sequence plan
Campaigns

The email chain discipline

Every wave's data set the next wave's timing, subject lines and segmentation.

8-23%opens, by segment breadth~7%click-to-open on story formats200+clients moved to trade, separate product campaign
Architectures
The four email event chain, and story driven single sends
What I did
Owned the sequence logic, the segmentation and the interest form wiring
Presenter speaking to a webcam at a clean desk
Campaigns

Affiliate marketing webinar for IBs

Existing traders weren't becoming partners. Ran four times; the numbers below are per-run averages.

Per-run averages across four runs, 2024

~3KInvited 
~1.5KOpened50% of invitees
~100Clicked7%
55Interest forms55%
Team
With the market's expert speaker, CRM, design, content, the pre-sales desk and an analyst
Channel
Solely an email chain communication: invite with agenda, confirmation, reminder, live now
What I did
Briefed the speaker and shaped the presentation. Wired the interest form straight into a pre-sales call list. Read the results run by run and changed the next one.
Campaign planning table with calendar grids and phones
Campaigns

Anniversary mega-campaign, the July peak

The anniversary month had to land in every market at the same time.

~15Mcombined campaign reach#1creator-channel month of the year by tracked sign-ups
Team
With regional traffic managers, CRM, design, content and community moderators
Channels
Creators, giveaways, trading contest, segmented email, Telegram, YouTube community
What I did
Planned the creator slate and negotiated one-month packages. Synced creator drops with the contest calendar and the email waves. Tracked sign-ups daily and moved spend to what was working.
Person filming themselves with a phone on a small tripod
Campaigns

UGC hashtag challenge with creators

Ad spend was capped, so the audience made the content instead.

5seeded creator videos~200+estimated entries
Team
With the regional social team, seeding creators, design and community moderation
Channels
Instagram, TikTok, creator seeding, branded stickers, theme audio, campaign hashtags
What I did
Built the sticker and audio kit people filmed their own clips with. Seeded the format through paid creators, then let the audience run it. Moderated entries and amplified the best ones through community channels. Drew the winners on camera with the seeding creators.

Brand

Video production set with camera, softboxes and monitor
Brand

Brand ad films

Brand films produced with local agencies across four priority markets.

680,000+reach on one film~2M+estimated impressions5+brand ad projects, four markets
Role
Producer
What I did
Contracted the agency, owned the brief and the script loops, ran compliance review
Markets
Philippines, Bangladesh, Nigeria, Pakistan
A phone on a stand showing a blurred social grid beside a content calendar
Brand

Brand social channels from zero

Built the brand's social presence, then moved to running the agency that executes it.

Company
A UAE licensed CFD broker
What I did
Channel build, then briefs, approvals and cadence with the executing agency
A laptop with a blurred keyword spreadsheet beside a printed sitemap sketch
Brand

Search and competitive foundation

Competitor search audits fed the landing page architecture and the content briefs.

15+competitor sites audited
Tools
Ahrefs and Python site audits across competitors
Output
Landing page architecture, content briefs, keyword targets
A desk with a ring light, clapper board and release forms in a tray
Brand

Brand creative and UGC operations

The production layer under every campaign: briefs, approvals, compliance.

What I did
Produced brand ad videos with international agencies
Creators
Hired and managed UGC creators from freelance marketplaces
Compliance
Claims review on a regulated product, inside the creative loop

Education

Video production set with camera, softboxes and monitor
Education

Local language webinar programmes

Education in four languages, each market around its own lead educator.

~1,200average views per webinar~1,800views on peak special series
Languages
Urdu, Tagalog, Malay and Hindi
Formats
Live trading sessions, multi module camps with certificates, market event series
What I did
Speaker coordination, cadence, the email chains, the replay pipeline
Editing desk with storyboard cards beside the keyboard
Education

Product tutorial video programme

Every product push shipped with education beside the announcement.

6videos per launch program1expert-led masterclass produced
Shape
A six video set per push, platform intro through first order
What I did
Wrote the briefs, ran production, wired distribution into the launch chains

Retention

Flat-lay of unbranded contest prizes: laptop, phone, watch, headphones and raffle tickets
Retention

Contests and retention mechanics

Competition mechanics built to bring existing clients back to the platform.

5,500+entered, one two-week contest~500traded enough to compete5coordinated promo channels
Mechanics
Raffle tickets earned on traded volume, prize tiers, demo account leaderboards
Promotion
Email, push, in app placements, the welcome screen, the partner channel
Phone in hand showing a group conversation, evening light
Retention

Private expert communities

Retention through a place to be, run by market experts.

3markets running the model~12,000combined members at peak
Markets
Pakistan, the Philippines, Nigeria
What I did
Created the model, recruited the experts, co produced the market commentary