Welcome
I'm Zarif Hassan, a strategic marketing leader, digital expert, and Valedictorian of the Rotman MBA Class of 2025.
With over 8 years of experience delivering data-led marketing strategies, I have managed more than $100M in media budgets and led over 100 digital-first campaigns across healthcare, insurance, real estate, telecom, CPG, and e-commerce. I specialize in performance marketing, media planning, and brand strategy, helping global brands turn insight into measurable growth.
With an MBA from the Rotman School of Management, I bring a blend of strategic thinking and hands-on execution to drive impact across search, social, programmatic, and integrated media channels.
Beyond marketing, I am driven by purpose. As the founding chapter leader of One for the World at Rotman, I am committed to fighting global poverty and helping others give effectively.
Explore my site to see how data, creativity, and purpose come together in my work.
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Key skills
Performance Marketing Strategy
Expert in designing and executing full-funnel digital strategies across paid search, social, programmatic, and display. Skilled at optimizing campaigns to drive measurable outcomes, from awareness to conversion, across diverse industries including healthcare, telecom, and e-commerce.
Media Planning and Budget Management
Proven track record of managing $100M+ in media budgets and delivering ROI-driven media plans. Adept at balancing brand and performance goals while collaborating with cross-functional teams to execute integrated campaigns at scale.
Data-Driven Decision Making
Strong analytical mindset with expertise in Google Analytics, Tableau, Salesforce, and HubSpot. Uses data to guide strategic decisions, improve media efficiency, and uncover actionable insights that enhance business performance.
Strategic Leadership and Stakeholder Management
Trusted advisor to C-suite executives and key stakeholders. Known for leading high-performing teams, managing agency-client relationships, and driving cross-functional collaboration to align marketing efforts with business objectives.