Mohsin Binhaftu is an accomplished Paid Social Specialist and one of the foundational professionals who has contributed to the organisation's growth since its inception in 2020. Joining at a time when the business was establishing its operational foundations, market positioning and digital capabilities, Mohsin played an important role in developing paid social advertising from an emerging marketing activity into a structured, performance-focused function. His early contribution centred on building practical advertising processes, understanding audience behaviour, establishing campaign workflows and creating a disciplined approach to media investment across major social platforms. Through a combination of analytical thinking, commercial awareness and hands-on campaign management, he helped establish the foundations upon which the organisation's paid social capabilities could expand.

During the organisation's formative years, Mohsin developed a strong understanding of how paid media could support wider business objectives rather than simply generate impressions, clicks or short-term engagement. He introduced an increasingly data-led approach to campaign planning, audience segmentation, creative testing, budget allocation and performance evaluation. As advertising activity increased, he helped refine processes for campaign deployment, monitoring and optimisation while building stronger links between paid social activity and measurable outcomes such as qualified enquiries, lead generation, conversions, customer acquisition and revenue opportunities. His ability to interpret performance data and translate it into actionable campaign decisions became particularly valuable as the company expanded its digital operations and required more sophisticated approaches to reaching different customer segments.

Between 2022 and 2023, Mohsin's responsibilities evolved significantly as the organisation entered a stronger growth phase. He became increasingly involved in scaling advertising campaigns, improving media efficiency and developing repeatable frameworks that could support a larger volume of campaigns without compromising quality. This period saw him contribute to the development of structured audience-testing methodologies, creative experimentation, campaign segmentation and performance reporting. He worked closely with creative, content, marketing and commercial stakeholders to ensure that paid campaigns were supported by persuasive messaging and effective customer journeys. His contribution helped transform paid social from a predominantly execution-oriented activity into a more strategically integrated acquisition capability, with greater emphasis on return on advertising spend, cost efficiency, lead quality and continuous optimisation.

Since 2023, Mohsin has operated in his current position as Paid Social Specialist, taking responsibility for increasingly sophisticated campaign portfolios and supporting the strategic direction of the organisation's paid social activities. Reporting to the Specialist Team Head, he combines detailed platform knowledge with a broader understanding of customer acquisition, digital behaviour and commercial performance. His current scope encompasses campaign strategy, account structure, audience development, budget management, performance optimisation, conversion analysis, creative testing and ongoing experimentation. Rather than relying solely on historical campaign patterns, Mohsin places strong emphasis on structured testing and evidence-based optimisation, ensuring that advertising decisions are supported by measurable performance indicators.

A defining characteristic of Mohsin's professional approach is his ability to balance creative judgement with analytical discipline. He understands that successful paid social campaigns depend not only on technical platform configuration but also on compelling creative, clear positioning, accurate targeting and a frictionless conversion journey. He therefore approaches campaign performance holistically, examining how audiences, advertisements, landing experiences and conversion mechanisms interact. His focus on continuous learning has also enabled him to respond effectively to changes in platform algorithms, attribution models, privacy standards, automation and artificial intelligence within digital advertising.

Today, Mohsin is regarded as an important contributor to the organisation's specialist marketing capability and a professional who has grown alongside the business itself. From helping establish paid social operations during the company's earliest stage to supporting increasingly advanced acquisition strategies, his career reflects the organisation's wider development from a young business into a more structured and performance-driven enterprise. Looking forward, his focus remains on strengthening the scalability, intelligence and commercial effectiveness of paid social marketing while developing systems capable of supporting sustainable growth across new audiences, services and markets.