The name MK2 is personal. K2 — the world's second-highest mountain — is in Pakistan, where I grew up. It's long been on my bucket list to hike it one day. To me, K2 represents the kind of challenge I thrive on: steep, complex, and demanding clarity, preparation, and endurance. Performance marketing today often feels like that mountain — hard to scale, full of blind spots, and always shifting. But with the right plan, and the right person running the campaigns, you can climb it.

My approach is hands-on. I build, run, and optimize campaigns directly — from account structure and bid strategy to creative testing and reporting automation. I believe great performance marketing comes from tight feedback loops, clean data, and campaigns managed with real attention, not left on autopilot.

Outside of work, I live for an active, healthy lifestyle. I love to downhill ski, cross-country ski, bike, and mountain bike — and I'm always up for a good trail. I'm also a proud dad of two incredible adult kids: my son completed his master's in computer science and engineering, and my daughter graduated with a bachelor's in biomedical engineering.