I’m Zohaib Khalid, a growth marketer, entrepreneur and investor with a background in finance, product management and go-to-market strategy.

My journey began with a BSc in Accounting & Finance from the London School of Economics (LSE), followed by a role in equity research at a brokerage house. It didn’t take long for me to realise that while I loved understanding businesses, I wasn’t particularly interested in analysing them from the sidelines.

Over the next several years, I worked in product management across various SaaS businesses, developing a growing fascination with customer behaviour, product adoption and growth. Eventually, that curiosity led me into the world of growth marketing, where I found the perfect intersection between data, strategy and execution.

I’ve been fortunate to learn from and work alongside exceptional operators including Ben Kochavy (Founder, ColdBru) and Stuart Balcombe, experiences that shaped the way I think about growth, experimentation and decision-making.

Today, my interests sit at the intersection of business growth, profitability, investing and long-term wealth creation.

This website is where I share ideas, tools, case studies and frameworks designed to help business owners, marketers and investors make smarter decisions.

Whether it’s improving conversion rates, understanding customer acquisition costs, evaluating investment opportunities or simply thinking more clearly about growth, my goal is the same:

Understand the numbers that matter.