Azerbaijan Airlines
Launching acquisition campaigns across 10+ markets for a national airline
International product launch and acquisition campaigns across the UK, EU, GCC and China — draft placeholder copy.
10+Markets launched
Case study · Guavapay
Localising fintech GTM across four global markets
From my time as Marketing Project Manager
20%+ROI improvement YoY
- Growth & Acquisition
- Performance & Paid Media
Localising go-to-market for fintech products with regional leads in the UK, Canada, Argentina and Switzerland — draft placeholder copy.
Context
Where this started
Placeholder context. Cross-border fintech products (B2C and B2B) competing in regulated markets, with acquisition running across Google, Meta, Apple Search Ads, TikTok and Bing.
Challenge
The problem to crack
Placeholder challenge. One-size-fits-all messaging underperformed across regions; attribution was fragmented between platforms.
My role
Where I fit in
Placeholder role. Directed end-to-end GTM strategy, budget allocation and the lifecycle program; partnered with regional marketing leads.
Approach
How I played it
Placeholder approach. Localised messaging and GTM assets per market, built segmentation and automated lifecycle journeys, and tied spend to attribution data.
Results
What moved
+22%
Regional engagement
Public LinkedIn figure
20%+
ROI improvement YoY
Public LinkedIn figure
Multi-million-£
Budget managed
Anonymized
Figures rounded for confidentiality.
Placeholder narrative around the metric tiles.
Toolkit
Tools that carried it
Gallery
From the work
Campaign creative — placeholder, replace with real export Localized landing page — placeholder, replace with real screenshot
Draft placeholder quote — Tarlan brought structure to our multi-market launches: clear plans, clean reporting, and results we could stand behind.
Client name (placeholder)
Head of Product, Guavapay
More proof
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Lifecycle campaigns for activation, retention and loyalty across lending, cards and the banking app — draft placeholder copy.
$1MAnnual budget managed
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