Aatir Abdul Rauf — VP of Marketing

I used to invent my own superhero characters. I'd give each a unique power set. But also came up with an origin story. Soon, I realized something about myself: > My brain wanted to build things. > My heart wanted to tell stories. I eventually found my calling that let me express both. A fusion role between Product Management + Product Marketing. My backstory? I've lived a semi-nomadic life. After growing up in Saudi Arabia, completing my undergrad in Pakistan, wrapping up a Master's in the States & working at Bayt.com in UAE - I'm now in Canada writing my 5th geographical chapter. As a Director of Product Marketing at vFairs, I help product teams find the right problem to solve. With an NPS of over 60 and a G2 rating of 4.7/5, product leads the way. But that's not all. With my 20+ superstar marketers, I bring prospects to solutions they need. I oversee lead & demand gen using channels like paid media, email, social, content, CRM & referral marketing. Tripled MQLs in last 2 years to generate 7-figure pipelines. My love story with Product Management started with an internship at Microsoft in their Office division. But I really dove deep into it when I was given the product reins at Pakwheels - Pakistan's top auto portal. That's where I learnt my baby steps in user acquisition, ruthless prioritization, roadmaps & wireframing. After doubling the traffic at Pakwheels to 1.2 million unique sessions/month, I launched a similar venture in the Middle East (called Yallamotor) for Bayt. Hired a lean team and led them to launch v1. 12 months (& some growth hacks) later, we secured a solid presence of 50K uniques/month. B2C was my initial launchpad, but I spread my wings with B2B. I led product at a recruitment SaaS product (Talentera) where we served complex needs of enterprise customers in the MENA region. I expanded it into a suite by launching an onboarding solution called AfterHire & a career fair mobile app. Oh, did I tell you that I write on LinkedIn? I love unpacking product management concepts & explaining them through a practical lens. Working on a newsletter too: aatir.substack.com. Here's a little skills word cloud for good measure: lead generation, demand gen, HubSpot, content marketing, wireframing, Data Studio, product strategy, Ahrefs, Google Ads, Notion & Canva. If you'd like to chat about product, marketing or a collaboration, I'm game :)

Stackforce AI infers this person is a Product Marketing and Management expert in the SaaS industry.

Location: Mississauga, Ontario, Canada

Experience: 15 yrs 3 mos

Skills

Product Marketing
Demand Generation
Product Management
Inbound Marketing
Project Management
Program Management
Software Engineering

Career Highlights

Tripled MQLs in two years generating seven-figure pipelines.
Led product marketing with an NPS of over 60.
Doubled traffic at Pakwheels to 1.2 million unique sessions/month.

Work Experience

vFairs

VP of Marketing (2 yrs 9 mos)

Director of Marketing (2 yrs 9 mos)

Bayt.com

Director of Product Management & Marketing (B2B) (2 yrs 10 mos)

Senior Product Manager & Inbound Marketer (2 yrs 11 mos)

Product Manager (3 yrs 2 mos)

PakWheels.com

Product Manager (2 yrs 6 mos)

Microsoft

Program Manager - Intern (2 mos)

Techlogix

Software Engineer (1 yr 1 mo)

Education

MSc at University of Pennsylvania

Bsc. at Lahore University of Management Sciences

Aatir Abdul Rauf

VP of Marketing

Mississauga, Ontario, Canada15 yrs 3 mos experience

Highly Stable

Key Highlights

Tripled MQLs in two years generating seven-figure pipelines.
Led product marketing with an NPS of over 60.
Doubled traffic at Pakwheels to 1.2 million unique sessions/month.

Stackforce AI infers this person is a Product Marketing and Management expert in the SaaS industry.

Contact

Skills

Core Skills

Product MarketingDemand GenerationProduct ManagementInbound MarketingProject ManagementProgram ManagementSoftware Engineering

Other Skills

A/B testingASP.NETAgile MethodologiesAgile Project ManagementAgile developmentAhrefsAnalysisAnalyticsBusiness AnalysisBusiness DevelopmentCRMCanvaCompetitive AnalysisContent StrategyCross-functional Team Leadership

About

Experience

15 yrs 3 mos

Total Experience

3 yrs 9 mos

Average Tenure

Current Experience

Vfairs

2 roles

VP of Marketing

Promoted

Sep 2023 – Present · 2 yrs 9 mos

As VP of Marketing, I lead a team of 20+ marketing professionals across the globe to drive new sales revenue for vFairs through demand capture and demand generation work streams.
Responsible for 7-figure new sales revenue per annum, I work closely with the sales team to ensure we create a growing volume of sales pipeline every month.
I oversee multiple marketing teams including content, SEO, paid media, social media, creative, CRM, and web development. In my role, I orchestrate the strategy and collaborate with channel specialists to meet our brand awareness and lead generation goals with a receding CAC (reduced by over 15% year over year).

lead generationdemand genCRMpaid mediasocial mediacontent marketing+2

Director of Marketing

Dec 2020 – Sep 2023 · 2 yrs 9 mos

As Director of vFairs, I'm responsible for customer acquisition and new sales revenue.
Prepared and managed a $4.1 Million annual marketing budget to drive leads and demand generation.
Increased organic lead generation by over 350% in 24 months.
Managed a multi-channel marketing campaign across the globe; resulting in over $35M in new sales revenue to date.
Led a social media strategy that led to a following of over 40,000 followers on LinkedIn.
Managed a team of 20+ including content writers & designers to drive growth through various marketing channels: SEO, SEM, Content, Social, Email Marketing & PR.
Worked with SEM specialists to drive 250 MQLs per month through Google Ads and paid media channels like LinkedIn.
Created and supported the organization's website averaging over 11,000 visits a month.

lead generationdemand genSEOcontent marketingsocial mediaemail marketing+2

Bayt.com

3 roles

Director of Product Management & Marketing (B2B)

Promoted

Feb 2018 – Dec 2020 · 2 yrs 10 mos

In this role, I led product development and marketing for a range of B2B SaaS products in the recruitment tech space.
Led a team of product managers to deliver high-value features for an applicant tracking system called Talentera.
Worked closely with the sales team to generate $4 Million annually across the Middle East region.
Worked hands-on (wireframing, spec writing, project management) on complex HR modules.
Led and developed a product development team of 5 people and helped them achieve their quarterly and annual business objectives.
Grew lead generation volumes for B2B products by 80% in the span of 2 years using a combination of SEM, email marketing, and content marketing.
Developed complete sales enablement collateral for 5 product lines from scratch.
Led pre-sales for an employee onboarding platform to generate a six-figure revenue pipeline within the first year.

product developmentmarketingapplicant tracking systemswireframingproject managementProduct Management+1

Senior Product Manager & Inbound Marketer

Promoted

Feb 2015 – Jan 2018 · 2 yrs 11 mos

Spearheaded key features and UX improvements for SaaS platforms like Talentera and vFairs, including complex modules such as Budget Management and Candidate Score carding.
Achieved remarkable lead generation growth—45%+ for Talentera and 80%+ for vFairs—through a mix of paid media, email marketing, content marketing, and PPC campaigns.
Acted as both Product Manager and Online Marketer, defining strategic direction and driving lead generation across multiple product lines, including Talentera, vFairs, ScanShake, AfterHire, and Evalufy.

lead generationUX improvementsemail marketingcontent marketingPPC campaignsProduct Management+1

Product Manager

Dec 2011 – Feb 2015 · 3 yrs 2 mos

Spearheaded product development and SEM strategies for Talentera, a comprehensive ATS solution adopted by 2,000+ employers in the Middle East, while aligning sales and product strategy.
Acted as a Project Manager for high-profile government initiatives like Taqat Online in Riyadh, KSA, where I provided business consultancy and optimized customer support processes.
Managed the Agile development and product roadmap for YallaMotor.com, driving traffic to over 200K unique visitors/month and implementing advanced SEO practices.
Partnered closely with sales teams on pre-sales and post-sales activities, including custom enhancements and quality assurance, across different product lines.
Led design efforts on specialized projects such as the Khalifa Fund Gateway and a co-branded tablet app for Kidzania, focusing on UX and modern frameworks.

product developmentSEM strategiesAgile developmentUX designProduct ManagementProject Management

Pakwheels.com

Product Manager

Jun 2009 – Dec 2011 · 2 yrs 6 mos · Lahore, Pakistan

Pakwheels.com is Pakistan's top online auto portal offering local consumers the ability to buy/sell used cars in an online marketplace along with powerful tools to research new cars.
Doubled the inbound traffic to over 21 Million page views/month in the span of 2 years using SEO strategies.
Developed monetization avenues (featured ads and dealer portals), resulting in an average of PKR 2 Lac/month in revenue.
Researched market needs, designing solutions, and translating them into product features
Crafted all the product specifications for new features and crafted wireframes on Axure.
Coordinated requirements with the development team and prioritizing bugs/enhancements during dev sprints.
Measuring KPI & and significant metrics of the sites (using Analytics) and devising strategies to optimize conversions.

SEO strategiesmonetization avenueswireframinganalyticsProduct Management

Microsoft

Program Manager - Intern

Jun 2008 – Aug 2008 · 2 mos · Redmond, WA, USA

Worked in the Office Business Applications group in a team called 'Office for Sales'
Responsibilities included:
Analyzing an inter-system connectivity problem and suggesting creative solutions for a workaround.
Writing up Specs for the feature and identifying changes required to the current architecture.
Conducting extensive cross-group collaboration with partner teams like SharePoint and MS Dynamics and convincing decision makers to approve the proposed design changes through presentations

analyzing problemswriting specscross-group collaborationProgram Management

Techlogix

Software Engineer

Jun 2006 – Jul 2007 · 1 yr 1 mo · Lahore, Pakistan

Techlogix is an information technology, consulting, and business solutions company based in Pakistan.
Engineered key web modules for Patheo, an airline ticket consolidator, utilizing ASP.NET 2.0 and SQL Server 2000, including the development of a critical PNR generation module and XML-based integrations.
Architected and developed a robust reporting module for Motorola's Business Process Management Software, leveraging Crystal Reports XI and Oracle to deliver comprehensive analytics.

ASP.NETSQL Serverreporting moduleanalyticsSoftware Engineering