Malayeeka Kulsum — Marketing that sells

      
      Senior Marketing Manager · Dubai · Open to roles
    

You bring the problem. I bring growth.

Brand, growth and performance marketer. 5+ years across QSR, F&B and FMCG in the UAE and India — my special forte is selling food: launches, delivery apps, campus, malls.

See the receipts ↓ malayeekakulsum@gmail.com

Special forte Selling food.

Founding team, TacoBur

AED 100K+

monthly sales engine, from zero

−50%

customer acquisition cost

+66%

dine-in sales, one meme campaign

+10.87%

daily sales, Pizza Hut region

TacoBur✱Quesado✱Tacorrito✱Pizza Hut✱Britannia✱ITC✱Himalaya✱Wipro✱Recykal✱Regularss✱ TacoBur✱Quesado✱Tacorrito✱Pizza Hut✱Britannia✱ITC✱Himalaya✱Wipro✱Recykal✱Regularss✱

My recipe for growth.

Every brand I've grown ran on the same three moves. Different menus, same method.

Hook

Stop the scroll. Memes, guerrilla stunts and creator content that feel native to the feed.

Proof · +66% dine-in

Hyperlocal

Spend only where people can buy. Delivery radius, daypart, campus, mall atrium.

Proof · CAC halved

Habit

Turn the first purchase into the fifth. CRM capture, promo calendars, ambassador codes.

Proof · ~60 orders/day/brand

Case 01 — TacoBur Group, Dubai — Dec 2025 → now

3 brands. 0 playbook. 1 year.

Founding team. Three QSR brands across 3 cloud kitchens and a mall outlet — positioning, identity, menus and go-to-market, all from scratch.

Flagship

Volume play

Mall brand

The result

AED 100K+

a month, across 6 delivery apps + own delivery via noon

~60 orders/day/brand5X social

Customer acquisition cost / month

AED 2,000 → AED 1,000

same customers, half the spend.

Hyperlocal Meta · Google · TikTok Delivery radius + daypart Weekly A/B tests First-order hooks + CRM

Mall launch + brand voice

Opened a mall store. Then ran it.

Opening plan, staff brand training, launch offers, footfall media, atrium activations, landlord co-marketing — then POS and daily ops. Plus TacoBur Times, the monthly newsletter I write and design.

The reels

tap to watch ↓

Reel 01↗ Reel 02↗ Reel 03↗ Reel 04↗

Don't trust me. Trust the dashboard.

Live back-office screenshots · TacoBur Group · July 2026 · unedited

AED 98.7K

July · 2,895 orders · the ~100K milestone

Where July's sales came from

Keeta

48.9%

In-store

38.2%

talabat

6.0%

Own digital

3.1%

Eateasy

3.1%

noon Food

0.7%

6 channels, one promo calendar.

153.3K vs 99K

impressions vs top competitors

talabat · Mar–Aug

66%

of orders from brand-new customers — 279 of 424

Case 02 — Pizza Hut (Sapphire Foods) — 2023–25

Went viral. Then sold.

+10.87%

daily sales

25+

campaigns

40+

events

+66%

Valentine's memes

Dine-in average daily sales, pre vs post.

+₹5K/day

Scan If You Can

A student guerrilla QR stunt. Added to daily sales, consistently.

12%

Campus ambassadors

Of Unlimited Friday sales, via unique promo codes.

Onam × a rival

Joint Kerala campaign with competing franchisee Devyani International.

Teddy Day × Hamleys

In-store tie-up that pulled walk-ins from nearby universities.

Always on, 360°

Daily stories on the offer calendar, read every morning.

The ones that went viral.

tap a video for sound →

On Instagram↗ On Instagram↗

Brand Champion Award · FY24–25

"fast and on-time execution of all ATL campaigns… much appreciated."

QBR certificate — signed by the CEO

Case 03 — Founded Aug 2026 · Dubai

I built a creator community.

Regularss is a UGC creator community for paid brand deals and hyperlocal activations. Meet-and-greets, content strategy workshops, and UGC made for brands by our own creators.

Brands so far

Nirvana Hub
IDA Beauty
Sky Flicker

@regularss._↗

Case 04 — AI in the workflow

AI-native. Not AI-curious.

Agentic video — Claude + Higgsfield, from concept to finished ad. These four were made with it.

Lead-gen website — built solo with Claude: content, capture flow, automated acquisition.

Beyond the kitchen.

The Times Group2023

₹6 Cr+

Media revenue from integrated campaigns for Britannia, ITC, Wipro, Himalaya, Spar and Metro.

Recykal2025

+5%

Revenue via lead gen, plus COO thought leadership that landed a Times of India feature ↗

"She is resilient, a keen learner and motivated to do extraordinary work."

Syed Shahid Mehdi — Head of Marketing, Logituit

"Whether it was developing impactful campaigns, managing multiple stakeholders, or ensuring flawless execution, she approached every challenge with a solutions-oriented mindset."

Krunal Parikh — Head of Marketing, Haldiram's

Toolkit

Meta AdsGoogle AdsTikTok AdsCAC & ROASA/B testingCRMAggregatorsCloud kitchensPricing & promosGTMATL & BTLUGC & creatorsPR

Education & certs

MBA, Alliance University
Exchange, INSEEC France
Brand Mgmt, IIM Bangalore
Performance Mktg, Growth School
Gen AI, Outskill
Author, One Professional Night