I've sold on the floor, planned in the boardroom, and run the whole engine in between.

I'm Mohsin Mustafa. I run marketing and growth for a UAE fragrance retailer that scaled from 1 store to 9 in under a year. I owned marketing, Shopify ecommerce, merchandising, CRM, and retail execution across every location, working with a team, external agencies, and a creator community we built along the way.

We rebuilt the online purchase journey and grew online orders by around 90%. We restructured the ad account and took blended ROAS from around 1.2x to 3.8x while cutting wasted spend by about 20%. We built a vetted UAE creator and influencer network from zero, spanning Arabic, English, Hindi, Malayalam and other Indian languages, Filipino, Sri Lankan, Russian and Chinese creators, that generated over 5 million in organic reach, plus an in house employee generated content engine producing 40 to 60 videos a month. We cut dead stock by roughly 60% without discount liquidation, using assortment logic instead of gut feel. Every number here is stated conservatively and verifiable on request.

Before retail, I spent six years in education growth, scaling international admissions 300% year on year and nearly quadrupling lead to enrolment conversion through CRM automation and funnel work across teams in MENA, North America, the UK, and Asia.

The longer story: I started working at 18 on a call center floor for Barclaycard, still in college and worked my way to top seller. I trained as a brand planning intern at FCB Ulka, the stint that changed how I see marketing. I helped grow my family's stationery business in Mozambique post MBA. I hold an MBA from Bangalore and a BBA from Mumbai. I've sold on the floor, planned in the boardroom, and sat on the operator's side of the table. That is why I don't do theory.

Physical retail, ecommerce, performance marketing, CRM, content, and AI enabled systems, run by one operator accountable to your P&L. Not an agency selling deliverables. Every system I build is documented and handed over. It's your infrastructure, not my leverage.