Mori SobhaniCases That Moved the Needle
Pages I've Managed
Aftabgardoon Shop
E-commerce growth strategy · Tehran, Iran
The Situation
Aftabgardoon is a women's fashion e-commerce brand. When I joined, they had minimal online presence — low search visibility, weak social engagement, and no structured paid media strategy.
The challenge was to build a complete digital marketing engine from scratch across SEO, Google Ads, and Instagram, with limited budget and no existing audience data.
What I Did
- SEO & Content: Conducted keyword research and rewrote product listings. Built backlinks. Optimised all on-page elements. Updated WordPress content to align with seasonal search trends.
- Google Ads: Built and managed campaigns targeting high-intent search terms. Analysed performance in Search Console and Analytics, refined bidding and copy iteratively.
- Instagram: Developed a monthly content calendar aligned to product launches and seasons. Created visual assets, wrote captions, and engaged the community daily.
The Results
The combined SEO and paid strategy tripled organic traffic and brought conversions up 5x. The biggest driver was aligning ad copy directly with landing page messaging — when they matched, bounce rate dropped significantly and session duration increased.
View Aftabgardoon InstagramWhat I'd Do Differently
I'd invest earlier in retargeting campaigns. We were driving significant new traffic but not recapturing visitors who didn't convert first time — a remarketing funnel would have compounded the results further.
TallTree Technologies
B2B digital marketing & paid LinkedIn · Remote
The Situation
TallTree Technologies is an early-stage B2B tech startup. LinkedIn was their primary channel for brand awareness and lead generation. They needed a marketer who could both run paid campaigns and produce organic content — while staying closely aligned with the engineering team's roadmap.
Visit TallTree WebsiteWhat I Did
- LinkedIn Ads: Managed end-to-end paid campaigns via LinkedIn Campaign Manager — audience setup, ad copy, creative briefing, budget allocation, and ongoing performance analysis.
- Content: Translated complex product updates into readable LinkedIn posts. Built a regular publishing cadence to grow organic reach alongside paid activity.
- Analysis: Reviewed CTR, CPL, and engagement data weekly to optimise targeting and messaging.
🎯 Targeting Approach
For awareness campaigns, I targeted Engineering Managers and CTOs at companies with 50–500 employees in the UK and US tech sector, using LinkedIn's job title + company size filters. For lead gen campaigns, I layered in interest targeting (DevOps, cloud infrastructure) and retargeted visitors of the company website. This two-stage approach kept CPL efficient while building brand familiarity before asking for a conversion.
Social Media Campaign — Local Business Brief
Self-initiated spec work demonstrating content strategy & creation process
The Brief: Develop a 9-post Instagram grid strategy for a local Portsmouth independent business with under 500 followers, aiming to increase engagement and build a local community audience.
The Strategy: Audience-first content mix: 40% educational (tips/value), 30% brand personality, 20% product/service showcase, 10% community/UGC-style. All Reels-led for maximum organic reach. Caption copy tailored for save-and-share behaviour over likes.
"3 things Portsmouth locals don't know about [business]" — hook-led, saves-optimised caption
Behind-the-scenes content — builds trust, humanises the brand, drives comments
Visual-first carousel: problem → solution format with a strong CTA in final slide
Note: This is self-initiated spec work. All content is original and created to demonstrate strategy, copywriting, and visual thinking — not tied to a paid client.
Content Creation
A showcase of the different formats I use to engage audiences, from short-form video to visual storytelling.
Short-form Dominance
Engaging, trend-driven short-form videos designed for high reach and shareability on Instagram and TikTok.
The AI Revolution
Leveraging AI tools to create innovative, scalable video content that stands out in crowded feeds.
Visual Communication
Eye-catching static visuals for announcements, campaigns, and brand building across social platforms.
Data Storytelling
Distilling complex data and concepts into easy-to-understand, highly saveable visual formats.
Tools I Work With
Click on any tool to see my experience
Certifications
MSc Digital Marketing
University of Northampton · 2024–2025
Digital Marketing Institute Pro
DMI · 2025
Google Ads Essential
Google · Skillshop
Meta Blueprint Associate
Meta · 2026
3rd Place — Business Plan Competition
Developed a £1,500 marketing-focused business plan and pitch using Canva and HeyGen (for AI video creation). Competed against fellow MSc students at the University of Northampton.
