My Work at Meraki Developers
Context
Meraki Developers is a Dubai-based real estate developer that had paused new project launches for several years following its first development and the COVID period. When the company prepared to launch its next residential project, The Haven I, it required a complete digital reset.
I joined at a point where marketing activity effectively did not exist. There were no active campaigns, no usable historical data, and no reliable systems in place to support lead generation.
The Problem
- No active paid marketing campaigns running
- Legacy ad accounts containing obsolete campaigns from earlier years
- No historical performance data that could be used for optimisation
- No proper conversion tracking or attribution setup
- No integration between marketing channels and Bitrix24 CRM
- Social media accounts with minimal activity and near-zero engagement
- No direct-to-developer lead flow (previous conversions were largely brokerage-driven)
What I Did
Lead generation foundations
- Planned and launched structured paid search and social campaigns from scratch
- Designed campaign structures specifically for off-plan real estate lead gen
- Shifted the business towards direct lead acquisition alongside sales goals
Tracking + CRM setup
- Implemented conversion tracking to create reliable measurement baselines
- Integrated lead flows with Bitrix24 to enable structured follow-ups
- Established attribution hygiene so optimisation decisions were grounded in data
Content + social reboot
- Revived dormant social platforms with a consistent content direction
- Led short-form video output (reels/shorts) to drive stronger engagement
- Shifted content towards lifestyle-led storytelling, not static posting
Iteration + optimisation
- Analysed early lead behaviour to refine targeting and messaging
- Improved landing page + form journey to lift conversion efficiency
- Iterated fast based on real performance signals, not guesses
Impact
Introduced direct-to-developer lead generation, reducing reliance on brokerage-only conversions
Improved direct lead conversions through better structure, messaging, and funnel fixes
Improved lead quality using intent-focused targeting and tighter campaign builds
Created a reliable tracking + CRM foundation (Bitrix24 integrated) to support optimisation and follow-ups
Revived social engagement with consistent video-first content
My Role
Digital Marketing Specialist — end-to-end ownership across performance marketing, tracking/analytics, Bitrix24 CRM coordination, content direction (especially short-form video), and website/lead-journey optimisation.