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Full-funnel Meta campaign for a halal food brand in the USA. Achieved 9.83x peak ROAS and 4.95x average account ROAS, with cost per purchase 34% below Meta's peer benchmark.
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Client Project: Poffibites
Poffibites is a modern makhana (foxnut) snack brand developed for today's mindful snackers who want healthier alternatives without compromising on taste, convenience, or experience.
For this client project, I was responsible for creating the complete brand identity and packaging system, including 5 flavor variants.
The identity was built around the belief that healthy snacking should feel exciting, approachable, and memorable. The custom logo features soft, rounded forms that reflect the brand's friendly personality while creating strong recognition across digital and retail touchpoints.
To differentiate the brand within the crowded healthy snack category, I developed an illustration-led packaging system where each flavor unfolds as its own immersive world. Rather than relying on conventional ingredient photography, the packaging transforms flavor cues into narrative landscapes, creating stronger shelf impact, clearer flavor differentiation, and deeper brand recall.
The result is a scalable FMCG branding and packaging system designed for both D2C and retail markets, helping introduce makhana to a modern global audience through storytelling, strategy, and distinctive visual design.
Superb!
Scaling E-Commerce Revenue via Consolidated Meta Campaign Architecture
Description:
Restructured a fragmented Meta Ads account for a direct-to-consumer (D2C) brand. By eliminating audience overlap and implementing a consolidated scaling framework, the account achieved consistent stability and exited the learning phase within 48 hours.
What was executed:
CBO Integration: Merged 12 scattered campaigns into 1 main Campaign Budget Optimization (CBO) structure to maximize liquidity.
Creative Testing Pipeline: Built a dedicated testing environment utilizing Dynamic Creative Test (DCT) ad sets to constantly find new winning hooks.
Broad Targeting: Leveraged Meta's AI capabilities by shifting from tight interest-stacking to broad targeting, cutting the cost per acquisition (CPA) by 22%.
Meta Conversions API (CAPI) & Advanced Pixel Integration
Description:
Implemented a robust dual-tracking setup combining the Meta Pixel with Server-Side Conversions API via Google Tag Manager. This setup bypasses browser tracking restrictions, stabilizes custom audiences, and optimizes Meta's ad delivery algorithm with high-match-quality data.
What was engineered:
Gateway & Server-Side GTM: Routed conversion events directly from the server to Meta’s endpoints, restoring missing data from iOS users and ad-blockers.
Event Deduplication: Configured precise deduplication keys (using event_id) to ensure the Meta Pixel and CAPI don’t double-count actions like purchases or leads.
Advanced Matching: Enhanced Event Match Quality scores by securely hashing and transmitting permission-based first-party data (e.g., email, phone number) to Meta.
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