Zulqarnain

Data Engineer

Led the end to end design and implementation of the entire data infrastructure, ingesting, transforming, and serving performance data from 8+ advertising platforms (AppLovin MAX, Mintegral, TikTok Ads, Facebook Ads, Google Ads, AdMob, Adjust MMP, App Store Connect, Google Play Console) into BigQuery via fully automated GitHub Actions pipelines across 155 mobile applications. Built dbt transformation models consolidating $140K+ gross revenue data across all apps into a unified performance layer, eliminating manual reporting entirely and creating a single source of truth for all stakeholder decisions. Designed Looker dashboards tracking 7 KPI categories (Revenue, Spend, Installs, ROAS, Retention, IAP, Organic Growth), adopted across UA, Monetisation, and Development teams as the primary decision-making tool. Engineered a user level ROAS attribution pipeline combining Adjust MMP raw exports via BigQuery external tables with multi network cost data, segmenting users into ROAS performance tiers and automating high-LTV Customer Match audience exports directly into Google Ads campaigns. Saved $3,100/month in infrastructure costs by replacing paid BigQuery DTS with a custom GCS based ingestion solution for Google Play Console, resolving a non trivial UTF-16-LE encoding issue no standard tool handled. Developed a Reinforcement Learning model (PPO) trained on multi source BigQuery data (ROAS, installs, cost, revenue) that replaced experience based marketing decisions with fully data driven budget allocation and bid optimisation across ad networks, eliminating wasted ad spend and projecting a 15-25% reduction in CPI. Conducted comprehensive product data analysis on eShaafi, Terafort’s telehealth application, covering user behaviour, retention, revenue, and conversion funnels, formally presenting findings and strategic recommendations including gamification features and emergency calling functionality to expand user base and drive revenue growth. Administered ad monetisation operations across multiple AdMob publisher accounts, sustaining $127K+ in monthly ads revenue across Android and iOS with zero revenue disruption during infrastructure migration