Muhammad Aman Raffi: Driving the Future of Performance Marketing Through AI and Precision Strategy

As artificial intelligence rapidly reshapes the digital economy, performance marketing is undergoing a fundamental shift from manual optimisation to intelligent, predictive growth systems. At the forefront of this evolution is Muhammad Aman Raffi, a global Performance Marketing Director at ROAS Media, whose work spans more than 18 international markets and multiple high-impact industries. With a career built on measurable outcomes, advanced analytics, and scalable strategy, Raffi has become a respected authority in AI-powered performance marketing.

Over the course of his career, Muhammad Aman Raffi has overseen more than £250 million in advertising investment, contributing to over £1.4 billion in attributed revenue. His experience cuts across aviation, fintech, luxury real estate, FMCG, e-commerce, SaaS, gaming, and government sectors, an uncommon breadth that reflects his ability to adapt performance frameworks to vastly different business models. What distinguishes his approach is not just scale, but integration: aligning brand vision, data science, martech infrastructure, and full-funnel execution into a single performance ecosystem.

Leading Through an Era of AI-Driven Transformation

Performance marketing today is no longer about isolated channels or short-term wins. Raffi’s methodology is built for an environment defined by automation, privacy constraints, and increasingly complex consumer behaviour. His frameworks incorporate AI-driven bidding, behavioural segmentation, predictive modelling, CRO-led experimentation, and hybrid attribution models that blend Marketing Mix Modelling (MMM) with Multi-Touch Attribution (MTA).

These systems have delivered substantial results, including ROAS increases exceeding 12x, customer acquisition cost reductions of up to 55%, and conversion speed improvements of more than 77%. Such outcomes demonstrate how advanced measurement and AI-led optimisation can outperform traditional campaign structures, particularly in competitive and regulation-heavy markets.

Beyond paid media, Raffi’s expertise extends across the entire growth stack. He has led the integration of over 150 marketing and analytics tools, enabling organisations to move away from fragmented advertising tactics toward fully orchestrated, AI-enabled growth engines. This holistic perspective allows brands to connect data, technology, and insight at every stage of the customer journey.

Global Impact Across Industries and Institutions

Muhammad Aman Raffi’s portfolio includes collaborations with some of the world’s most recognisable brands. In aviation, he has worked with Emirates, FlyDubai, and Cathay Pacific. His fintech experience includes Wise, Monzo, and MasterRemit, while his SaaS partnerships span companies such as GoDaddy, Sage, Autodesk, and ClickUp. He has also supported major gaming studios including EA, Rockstar, and Essemble, alongside leading real estate developers such as Emaar, DAMAC, Binghatti, and Aldar.

In addition to private-sector leadership, Raffi has partnered with government tourism boards and public-sector organisations across the GCC region. This work highlights his ability to apply performance marketing principles to public communication, tourism growth, and large-scale national initiatives areas increasingly reliant on data-driven decision-making and accountable media investment.

A Global Voice in Marketing and Technology

Alongside his strategic leadership, Muhammad Aman Raffi is an established international speaker. He has shared insights at major industry platforms including BrightonSEO, DigiMarCon, Dubai World Trade Centre conferences, and events hosted at the Melbourne Convention and Exhibition Centre. His presentations often focus on AI adoption, privacy-safe measurement, digital acceleration, and the future of full-funnel performance.

A recurring theme in his speaking and writing is the balance between automation and human intelligence. While AI enables scale and efficiency, Raffi consistently emphasises the importance of strategic thinking, creativity, and cultural understanding, elements that technology alone cannot replace.

A Vision for Modern Growth

In his professional commentary, Raffi describes modern marketing as an interconnected ecosystem rather than a collection of channels. According to his perspective, sustainable growth depends on the alignment of several core principles: AI-led media optimisation, predictive audience modelling, hybrid attribution, cross-channel incrementality testing, behavioural segmentation, conversion-focused experimentation, and seamless integration of martech and analytics.

As organisations worldwide accelerate their investment in artificial intelligence, performance marketing is entering a new phase defined by real-time decision systems and continuous experimentation. Muhammad Aman Raffi’s career reflects this transition. By combining rigorous data science with human insight and strategic clarity, he represents a new generation of marketing leadership,one focused not just on growth, but on building intelligent, future-ready performance systems at global scale.