It’s been ten years since I put my first thing on the internet and waited to see if anyone cared.

In 2016 I started running Instagram theme pages. No plan, no brand, no budget. Just posts, and the slow realisation that some of them travelled and most of them didn’t. Figuring out why became the whole game.

Running pages meant making the posts, so I learned graphic design. People liked the designs, so they asked me to make theirs. Then they needed somewhere to send the traffic, so I learned to build websites. Then they wanted more people on those websites. That’s how I ended up in marketing: one problem leading to the next.

Freelancing turned into a long list of brands I’m still proud of: Lulu Hypermarket, a restaurant in London (Salt & Charcoal), an Ayurvedic clinic in Dubai (VAS), the University of Kerala, and businesses in solar, tech, interiors and trade. Every one of them needed something different, and that’s exactly what taught me to do a bit of everything.

Somewhere in the middle of all that, I finished a BSc in Computer Science at the University of Calicut. It turned out to be more useful than I expected. Tracking, pixels, landing pages and analytics stop being scary when you know what’s happening under the hood.

Then came a detour I don’t hide. I spent eleven months at Amazon in last-mile operations, keeping delivery stations running, reporting in Excel and coordinating teams on the floor. It had nothing to do with ads and everything to do with how I work now: numbers first, fix it on the spot.

In 2024 I joined Eleven:11 Services as Creative Head, leading the creative side of client work and social media. A few months later I moved into the role I’d been circling for years: Digital Marketing Strategist. Today I plan and run Meta and Google Ads, shape the creative strategy behind them, and keep pulling the numbers apart until they make sense.

That’s why I call myself a full stack marketer. Strategy, design, content, ads, websites, SEO, conversion rate. I’ve done every layer myself at some point, so I know how each one breaks the others when they’re not talking to each other.

I still think about those early theme pages. The tools have changed and the budgets have grown, but the question is the same: why does this one travel and that one doesn’t? I just get to answer it with better data now.

If you want your marketing to show up in the numbers, book a 30-minute call or write to mail@abins.me.