At ANAX Developments, part of ANAX Holdings and newly stepping into real estate, Shariq’s work covered everything from growth infrastructure built from scratch to first-party data to performance marketing that fed real sales.
Growth infrastructure from scratch. ANAX wanted someone who had done real estate growth before, and after eight years across Emaar’s portfolio, a newer developer was familiar ground. Built the ad accounts infrastructure from the ground up, set up the tracking layer, and created the sales and marketing processes around it, including how the sales team worked leads through Salesforce, so marketing and sales ran as one connected system rather than two disconnected teams.
First-party data implementation. Implemented first-party tracking using Datahash, moving the developer’s measurement onto first-party infrastructure rather than relying on third-party cookies, protecting ad performance and match quality as the industry shifted underneath it.
Performance marketing. Launched and managed campaigns across Google and Meta on a six-figure monthly budget, generating the leads the sales team closed. Within the first three months, twelve units sold from the first project, AED 16 million in sales, with units starting at AED 1 million.