What does Shafaat Choyon do and what is his expertise?

He works at the intersection of growth marketing, health communication, digital-health product, and population health — including growth and brand strategy, behavior-change campaigns, health literacy, multi-channel campaigns, product marketing, and health policy.

What are Shafaat Choyon's credentials and education?

He holds an MBA and a Master of Public Health (Health Education & Promotion) from Eastern Michigan University, is a Certified Health Education Specialist (CHES®), and a Member of the Chartered Institute of Marketing (MCIM).

Has Shafaat Choyon published any writing?

Yes. He has authored 14 published health-policy and digital-health articles in outlets including The Eastern Echo, The Daily Star, Dhaka Tribune, IBT and The Financial Express.

Has Md Shafaat Ali Choyon been covered in the press?

Yes — 19 verified third-party mentions across 12 outlets. Highlights include appointment coverage of his Laser Treat COO role (Dhaka Tribune, New Age, 2023), a live TV interview on ATN News' Happening Point (2023), a Bangla feature interview in Bangladesh Pratidin (2021), partnership and launch coverage at Praava Health in The Business Standard and The Daily Star (2021-2023, including the Ghore Lab launch where he was quoted as spokesperson), keynote and roundtable coverage from his ACCA years in The Daily Star, The Financial Express, The Daily Observer and Prothom Alo (2019-2021), and TV and print coverage of the Ekhanei Bike Bazaar fair he led (2017).

What measurable results has Shafaat Choyon delivered?

Across 16+ years he has delivered measurable outcomes including ~57% B2C CAGR and corporate clients grown from 342 to ~1,400 at Praava Health; the No. 1-globally Galaxy Note9 growth launch at Samsung; a 10-million-beneficiary government-to-person (G2P) stipend rollout at SureCash; roughly 2% of Bangladesh's population (~3.6 million people) reached during the COVID pandemic; a $0.5M operating-cost reduction and +13% patient retention at Laser Treat Group; and a documented ~3x reach amplification on his MPH Capstone public-health campaign.

The Strategist-Sage

Clarity under pressure that turns system complexity into measurable results.

Q: Who is Md Shafaat Ali Choyon?

Md Shafaat Ali Choyon (also known as Shafaat Choyon) is a growth, marketing and public-health strategist with 16+ years of experience across telecom, advertising, fintech, e-commerce, consumer tech, education and healthcare. He holds an MBA, an MPH in Health Education & Promotion, is CHES®-credentialed and a Member of the Chartered Institute of Marketing (MCIM). He is based in Redford, Michigan, USA.

For growth teams that want measurable outcomes — and health organizations that want commercial rigor. One strategist, fluent in both.

Growth & marketing strategy leader with 16+ years across telecom, advertising, fintech, e-commerce, consumer tech, education and healthcare — grounded in public health (MPH, CHES®). I read complex systems, find the real constraint, and build what moves the number and improves health.

MBA · MCIM · MPH · CHES® — Redford, Michigan

See the proof Let's talk

EST. 2009 → NOW

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At a glance

T-shaped

16 years turning complex systems into measurable growth — across telecom, advertising, fintech, e-commerce, consumer tech, education, and health.

globally for launch growth — Galaxy Note9 (1.54× YoY)

Consumer tech

10M

beneficiaries reached through G2P rollout

Fintech · Gov

~57%

B2C healthcare revenue CAGR, 2021–23

Healthcare

Credentials

MBA · MCIM · MPH · CHES®

Location & status

US-based (Redford, Michigan); happy to discuss authorization.

Exploring

Growth & marketing · Brand & GTM · Health-tech transformation

Proof, not promises

Every engagement ships with a number attached.

16+

years · seven sectors

10M

beneficiaries reached (G2P)

~3.6M

served in the pandemic · ~2% of Bangladesh

globally — Note9 growth

~1,400

corporate clients, from 342

~57%

B2C CAGR (Praava, 2021–23)

published articles

“Shafaat has been an invaluable member of our Praava team. As a marketer he consistently demonstrated creativity and innovation that significantly enhanced our brand, and he leads with an inclusive, resilient style under pressure. I wholeheartedly recommend him for any growth and marketing role.”

Mohammad Abdul Matin Emon · CEO, Praava Health — managed Shafaat directly

“He took over the Praava brand at an important inflection point and delivered significant growth, executing a complex strategy in very difficult pandemic operating circumstances. I trust Shafaat and would work with him again any minute.”

Kat Wendelstadt · Founder & CMO, Praava — his line manager

Approach

Read the system → find the lever → move the number.

A career of both vertical growth (execution → commercial leadership) and horizontal growth (across industries, functions and markets). I step into ambiguous or underbuilt situations and ship measurable results. An MPH in Health Education & Promotion and the CHES® credential ground that leadership in behavioral science — connecting what drives organizational growth with what drives healthier behavior.

Read the system

Map the real mechanics behind the dashboard — incentives, behavior, channels, and where growth actually leaks. Find the binding constraint, not the loudest symptom.

Find the lever

Evidence- and behavioral-science-led prioritization. The one move that moves the number — grounded in ARPU, CLV, cohorting, trust and adoption design.

Move the number

Pressure-tested execution with a metric attached: go-to-market, pricing architecture, corporate sales, P&L ownership — commercial machines built from zero.

Brands & institutions I've moved the number for

Case Studies

Challenge → insight → execution → result.

Start with the featured six — one per theme, each showing the constraint, the move and the outcome before you open it. Filter by theme, or explore all twenty-one initiatives across eight organizations, each with its strategy infographic.

Consumer tech

Galaxy Note9 — engineering a record-setting flagship launch in a value-driven market

ConstraintLaunch a niche $1,000+ flagship in a value-driven, retail-only market with no online channel.

MoveRe-engineered affordability (cashback, financing, MDF), broke telco exclusivity, added a first e-commerce partner.

Outcome~1,858 preorders (1.54× YoY) — recognized #1 globally for growth.

RoleManager, Product Planning — portfolio, pricing, go-to-market.

Healthcare growth

Directing a healthcare startup through multi-year hypergrowth

ConstraintA COVID-associated brand had to grow its hard-to-scale non-COVID core, which carried 83% of revenue.

MoveBuilt three compounding engines — new products, data-led decisions, automated growth loops — and a full commercial org.

Outcome~45% overall / ~57% B2C CAGR (2021–23); lab margin ~30% → ~50%.

RoleHead of Marketing & Corporate Sales (Head of Consumer Business) — 83% P&L, 30-person org.

Digital transformation

Digitizing a multi-entity clinical group — operations, data and patient experience

ConstraintA multi-entity clinical group needed clean operations, data and a measurable patient experience to grow.

MoveCentralized ERP; digitized records, BI dashboards, HR & CX logs; launched sub-brands; introduced CSAT/NPS.

Outcome+16% YTD revenue; +13% retention; −$0.5M opex reinvested into care.

RoleChief Operating Officer — people, process, performance.

Public health

MPH Capstone — a multi-platform public-health advocacy campaign

ConstraintAdvance public understanding of health-system resilience across diverse audiences and platforms.

MoveMulti-article, multi-platform advocacy campaign with a locked analytics framework and APA-7 benchmarks.

OutcomeDocumented a replicable ~3× reach amplification; co-established a sustainable campus health-comms channel.

RoleMPH candidate · CHES® — campaign design & evaluation.

Fintech / G2P

Delivering a government stipend to 10 million beneficiaries

ConstraintRun brand, trade & PR for the country's largest G2P stipend on a multi-bank platform, for a rural, low-literacy base.

MoveMapped cash-out points to residence data; IVR onboarding; rural mosque activations; merged digital with the call center.

Outcome~10M beneficiaries reached; fastest-responding MFS brand; Banking Fair Award of Excellence.

RoleMarketing Manager — brand, trade & digital.

Brand & market

Building the nation's #1 motorbike category from zero ('Project Laser Beam')

ConstraintLead a vehicle category for a marketplace trailing the national leader, in a market that distrusted online resale.

Move60-person field ops, a live audit-call quality loop, a semi-pro seller KAM team, and the 'Bike Bazaar' trust event.

Outcome#1 motorbike category in 2.5 months; +25% category revenue; +15% market share.

RoleBrand & Vehicle Category Lead.

Challenge

A ~Tk 110,000 ($1,000+) flagship is niche in Bangladesh, where bar phones (<$100) and Tk 30–50k ($300–500) mid-range handsets dominate. The prior year's Note8 sold only ~1,200 units in its 21-day preorder, almost entirely from retail, with no online channel — yet corporate targets demanded year-on-year growth (India, for scale, sold ~60,000 Note9 units in its preorder).

Insight

The binding constraints were price perception and a narrow channel, not awareness. The play was to re-engineer affordability while protecting margin, and to multiply the number of distinct ways a customer could say yes.

Execution

Negotiated a bKash cashback on the Tk 10,000 booking (~Tk 600 / Tk 400 split with co-marketing); injected Tk 5,000/device from the market development fund into landed cost to hold the preorder price at the prior-year ~Tk 95,000; stacked cardholder zero-EMI (6/12/24/36 months) with EBL, City Bank Amex, BRAC Bank and Standard Chartered; broke a non-transparent telco exclusivity by adding Robi as a competitive co-partner (which pushed Grameenphone to ~350 units vs. ~200); onboarded a first-ever e-commerce partner (Pickaboo) for a 100-unit lift; fixed grey-market (parallel-import) leakage with a still-profitable employee/distributor price shipped direct from the national-distributor warehouse — cutting out regional distributors and retailers (the model later used for online-specific pricing), which lifted employee + national-distributor preorder sales from 32 units (Note8) to 242 (Note9); added warranty and free first-year screen replacement (modeled on a 4-year breakage simulation); ran a low-cost JBL Flip 4 gift draw; and retargeted preorder drop-offs.

Result

Hit the 1,500-unit target six days before the preorder closed, then deliberately let the device go out of stock — selling ~1,858 units over the 21-day preorder (vs. ~1,200 for Note8, 1.54× YoY) and staying off-shelf for ~3 months as a scarcity play to maximize sell-through before the Note10 launch. Growth rate recognized No. 1 globally. Still Samsung Bangladesh's benchmark preorder campaign as of 2026; recognized as Q3'18 Business Performer, IM Division.

Challenge

Convert feature-phone and low-end-Android users in the largest, most price-sensitive pool, where local brands beat Samsung on raw RAM/camera specs.

Insight

Compete on trust and a single clear hook at a psychological price point, not a spec war — and make the retailer the conversion lever.

Execution

Positioned at the Tk 8,000 (~$80) price point with one-line messaging ('4G-ready Samsung with Super AMOLED under Tk 8,000'); leaned on genuine warranty/service-center trust, Ultra Data Saving (up to 50% data), retailer 'default safe recommendation' conversion, and controlled SKU focus so J2 became the hero model retailers pushed daily.

Result

~2,600 units/day run-rate, reflecting strong product-market fit in the value segment — which helped ramp up volume share in the market.

Challenge

Samsung had no owned online sales footprint and needed differentiation beyond price in a commoditized market.

Insight

Open new demand by owning channels and inventing category-first offers, rather than discounting into a commoditized market.

Execution

Partnered with national distributor Fair Distribution Ltd to design and launch an e-commerce marketplace (phones + home appliances) and online-specific SKUs across every major platform; built a market-first loyalty program with Samsung's R&D institute (SRBD) — points redeemable toward discounted devices; and created a monsoon 'water-damage' repair campaign — alongside screen-replacement for breakage — built off a multi-year water-damage and breakage simulation, redirecting spend from ATL to a novel offer no competitor ran.

Result

Established an entirely new commercial channel and lifted online + home-appliance pull-through; seasonal sales boost across entry, mid and high segments.

Challenge

A single-hub brand over-associated with COVID testing needed to grow its expensive, hard-to-scale non-COVID core, while the consumer portfolio carried 83% of revenue.

Insight

Durable growth comes from three compounding engines, not campaigns: new products capturing latent demand, decisions driven by patient data, and automated growth loops so revenue recurs without restarting from zero.

Execution

Launched market-first products via fast GTMs (Ghore Lab home diagnostics, Vitamin-D, traveler packages); kept BI/Data inside marketing and ran every decision on ARPU, CLV, cohorting and retention (65–70% of weekly meetings on data); and built 100+ products, automated reminders, re-outreach and ad loops for recurring revenue.

Result

Core-business growth of 40% (2021), 20% (2022), 87% (2023, partial) — ~45% overall and ~57% B2C CAGR (2021–2023); during the pandemic Praava served ~2% of the national and ~8% of Dhaka's population.

Challenge

No corporate-sales function existed; most target employers lacked employee health insurance, and healthcare was not sold or serviced like a managed B2B category.

Insight

Borrow the telco Key Account Manager playbook — treat each corporate as a managed account with custom bundles and one-stop service.

Execution

Hired bilingual account managers; offered insured and uninsured employers on-site health-check activations, special corporate pricing, and one-stop employee assistance with per-contract custom bundles; professionalized the full commercial structure (corporate sales, product & product marketing, BI/Data, brand, PR/content, design).

Result

Corporate clients grew 342 → ~1,400 and corporate health programs 3.1×, establishing that healthcare could be sold and serviced like the telecom industry.

Challenge

Extend quality primary care far beyond a single Dhaka hub, affordably, to people who rarely see a doctor.

Insight

Embed the access point inside a product people already buy daily, then build a closed clinical loop behind it.

Execution

Printed Praava's health hotline on the packaging of Lifebuoy — the market-leading 'health soap' — nationwide; doctors handled ~3,000 calls/day giving basic prescriptions, referred complex cases to the nearest government facility, routed lab needs to nationwide sample-collection booths (reports by email/booth pickup with doctor callbacks); amplified via Lifebuoy satellite-TV TVCs; mapped district-wise illness patterns and shared the summary with the Director General of Health Services (DGHS).

Result

Population-scale teleconsultation reach, strong earned-media PR, and a public-health data contribution to government planning.

Challenge

During lockdowns patients couldn't travel; US-bound travelers needed certified tests on tight pre-departure timelines.

Insight

Turn a regulatory pain point (mandatory pre-travel tests) into a premium, time-guaranteed service competitors couldn't match on speed.

Execution

Built a nationwide door-to-door sample-collection operation (24-hour reporting + immediate video consultation); created a first-in-Bangladesh traveler-testing protocol — dedicated lab batch, four daily slots, results in 6 hours, auto-updated to the government travel portal.

Result

Captured essentially all Bangladesh-to-US travelers; a one-of-a-kind capability in the market.

Challenge

Customary ~40–50% physician kickbacks on investigations inflate costs for a largely uninsured population.

Insight

If patients buy the right tests proactively, the kickback dynamic disappears and care becomes affordable — without conflicting with doctors.

Execution

Co-designed organ-targeted diagnostic packages with the medical team (e.g., kidney panels) plus symptom-education campaigns guiding patients to the right tests at slashed prices with free consultation bundled.

Result

Affordable proactive self-screening that avoided kickbacks and grew lab revenue (profit margin rose from ~30% to ~50%), and was later copied by competitors.

Challenge

Shift perception from 'COVID testing center' to 'facilitator of quality healthcare' while tying brand spend to revenue.

Insight

64% of a patient's lifetime value is captured in the first three visits — so the campaign had to acquire first visits, not just impressions.

Execution

Ran a nationwide low-ticket Resident Physician video consult at Tk 275 (~$3), down from Tk 1,000 (~$10), via Lifebuoy; citywide door-to-door lab/medicine activation, a home blood-sample-collection network ('phlebo-web'), and Free Consultation Days, across all advertising channels (ATL/BTL/digital/PR) on a ~Tk 11.6M (~$113K) budget; authored the 'Praava Health Reimagined' market-sizing (TAM/SAM/SOM) strategy toward a ~Tk 1.03B revenue model. Wrote TVC stories and theme songs that were produced and aired.

Result

~+190% hub footfall on Free Consultation Days and a measurable top-of-funnel lift; the Beauty & Wellness line grew 68% YoY and lab revenue 34% YoY across the tenure.

Challenge

Grow a hard-to-scale non-COVID core with disciplined, evidence-based decisions rather than intuition, while the consumer portfolio carried 83% of revenue.

Insight

Treat data as a product capability — keep BI/Data inside the marketing/product org and decide on real metrics, so growth compounds instead of restarting from zero.

Execution

Ran every decision on ARPU, CLV, cohorting and retention (65–70% of weekly meetings on data); built automated reminders, re-outreach and ad loops so revenue recurs; housed BI/Data inside marketing to keep the feedback loop tight.

Result

~45% overall and ~57% B2C CAGR (2021–23) — product and growth prioritization driven by metrics, not opinion.

Challenge

A multi-entity clinical group (dermatology, sexual health, diagnostics) needed reliable operations, clean data and a measurable patient experience to stabilize and grow.

Insight

Treat operational data as the growth lever — digitize the back office first so clinical decisions and patient experience improve together.

Execution

Implemented a centralized ERP (supply chain, inventory, clinical resources); digitized patient records, BI dashboards, HR processes and CX logs; launched clinical dermatology and sexual-health sub-brands; introduced CSAT/NPS measurement and a continuous quality-improvement framework.

Result

16% YTD revenue growth and +11% revenue within two months from the new sub-brands; +13% patient retention; reduced delays and improved decision accuracy; a $0.5M opex reduction reinvested into patient-facing care.

Challenge

Reduce alcohol and cannabis harm among university students — behavior shaped by culture, accessibility and stress, where elimination is unrealistic and stigma backfires.

Insight

Apply harm-reduction and audience segmentation: meet students with relevant, non-stigmatizing messages on the channels they actually use.

Execution

Designed a year-long, multi-channel communication plan (social, on-campus digital boards, residence-hall print, event touchpoints), grounded in behavioral-science and program-planning frameworks, with a defined evaluation plan.

Result

A reusable, audience-segmented harm-reduction model with built-in evaluation; informed the WellNest Watch column and a reusable Public Health Event Framework for Eta Sigma Gamma.

Challenge

Advance public understanding of health-system resilience and economic protection across diverse audiences and platforms.

Insight

Engineer reach with method, not luck — a locked analytics framework and strategic stakeholder tagging make advocacy measurably amplifiable.

Execution

Designed and executed a multi-article, multi-platform advocacy campaign (The Daily Star, Eastern Echo, WellNest Watch); built a rigorous analytics framework — locked methodology, dual-measure engagement reporting and APA-7 benchmark citations.

Result

Documented a replicable ~3× reach amplification through strategic stakeholder tagging; co-established WellNest Watch as a sustainable campus health-communication channel.

View the MPH Capstone presentation ↗

Challenge

Strengthen connection and wellbeing across a 230-resident community served by a team that was 44% new.

Insight

Apply audience segmentation and weekly data to community-building, so a largely new team can still drive measurable connection.

Execution

Designed an audience-segmentation engagement-training model and weekly data-informed insight reporting; built an automated duty-scheduling system; coordinated crisis response with DPS and Fire & Rescue.

Result

541 documented engagement interactions and the 2nd-highest campus connection rate (39.1%) among all residence halls; nominated for EMU's Student Gold Medallion Award for Exemplary Leadership.

Challenge

Run brand, trade and PR for the country's largest-ever government-to-person (G2P) stipend disbursement — logistically frictional and trust-sensitive across a rural, low-literacy base — on a multi-bank platform that made branding far harder than single-bank rivals.

Insight

At this scale, adoption is an access-and-trust problem, not an awareness problem: meet beneficiaries exactly where cash-out friction and information gaps occur.

Execution

Mapped retailer cash-out points against beneficiary residence data to optimize point-of-sale materials (POSM) and promotional spend; partnered with a telco for automated voice-call (IVR) messages explaining disbursement and cash-out steps; used rural mosque activations for trusted local reach; built the in-house creative team and brand book from scratch; merged the digital team with the call center for real-time response.

Result

Enabled a frictionless disbursement serving ~10 million beneficiaries; SureCash became the fastest-responding MFS brand on social media; won the Banking Fair Award of Excellence; brand awareness +~20%, engagement +~15%.

Challenge

Selected to lead the vehicle category for a marketplace trailing the national leader, where second-hand bike buyers and sellers distrusted online transactions.

Insight

A classifieds category is won on supply quality and trust, not ad spend — so it needs offline acquisition muscle plus a real-time quality-control loop.

Execution

Led a ~60-person nationwide team; ran BTL activations at malls, parks and office hubs for aggressive ad acquisition; deployed territory managers with a live audit-call reconciliation loop tying every listing back to an accountable owner; added a semi-pro seller key-account team; wrote TVC stories that were produced and aired.

Result

Overtook the national leader in motorbikes within 2.5 months and built the country's largest motorbike-ad inventory; 25% category revenue and 15% market-share growth.

Challenge

Counter deep buyer distrust in second-hand bikes and create an offline presence with no trade budget to speak of.

Insight

Design trust into the transaction (verification, neutral venue) and convert it into offline reach via a low-cost partner scheme.

Execution

Conceived 'Bike Bazaar,' Bangladesh's first branded second-hand-motorcycle marketplace event uniting institutional and individual sellers in a secure venue with free mechanic evaluation and a vehicle-registration verification booth by the Bangladesh Road Transport Corporation (BRTC); established offline trade by supplying bike-shop partners with Ekhanei-branded light-boxes in exchange for covering 30% of their electricity bills.

Result

30% inventory liquidation in a single day; lasting platform lift (50% user and 40% transaction-volume growth over six months); partner-shop sales +26% in 90 days.

Watch the Bike Bazaar event footage ↗ ↗

Challenge

Grow members, affiliates and approved employers against hard targets in a market with confidence, soft-skill and brand-recognition gaps.

Insight

Map each stakeholder pain point to a recurring, KPI-linked activity portfolio with a multi-year roadmap so growth compounds rather than depending on one-off events.

Execution

Designed and owned the Employer & Member Affairs operating model — 15+ activity types (round tables, CPD, networking, skill workshops, job mapping, PI sharing, MAC initiatives) each tied to KPIs and budget on a 19/20→24/25 roadmap; built a structured CPD slate (Data Analytics, Machine Learning, Excel, Tax as a Force for Good); initiated partnerships with BSHRM, CFO Forum, ICAB, ICMAB and FRC.

Result

100% of all 2020–21 targets: new-member conversion 378→435 (+15.1%), member retention 98.2%, affiliate retention +2.4%; doubled big-corporate approved employers (8→16) — large MNCs and major local organizations with sizable finance teams.

Challenge

Build ACCA's institutional stature and certificate recognition among the finance C-suite and government.

Insight

Borrow credibility from the finance establishment — convene its leaders on your platform so the brand inherits their authority.

Execution

Planned (with ACCA's UK R&D) and executed the 'Business Partner of the Future' round table with PwC and The Daily Star — marking the launch of the joint ACCA–PwC report — and contributed on the panel alongside CFOs/finance heads of Unilever, Grameenphone, GSK, Pran-RFL, Nielsen, LankaBangla and the Comptroller & Auditor General; ran the ~400-person flagship New Member Ceremony (CAG as Chief Guest) and delivered the 'Smarter Cities, Simpler Cities' professional-insight keynote; designed the 'ACCA Next Leader' talk show with Channel i.

Result

Elevated brand stature and earned full-scale national media coverage; positioned ACCA among the finance establishment.

Challenge

Deliver Lux Bangladesh's flagship platform — one of the country's highest-budgeted and (to 2014) biggest-ever beauty-search shows, tied to Lux's 50-year celebration.

Insight

Build a recurring, participatory media property so the brand owns a cultural moment instead of renting attention through ads.

Execution

Led both planning and execution of a 12-episode nationally televised reality format with a live prime-time grand finale at the Bangabandhu International Conference Center (BICC), ~10,000 nationwide applicants, online voting and major celebrity involvement; planned each episode's strategy and look, supervised shoots, secured client approvals, ensured on-time broadcast, owned the budget cap, and coordinated continuously with media-buying agencies, PR agencies and the client.

Result

A flagship, nationally televised platform with national press (Daily Star, Dhaka Tribune, Prothom Alo) and long-tail digital exposure; the work earned a promotion to lead a wing of the new Asiatic Digital venture.

Challenge

Stand up a new digital practice and win retainer clients in a nascent market.

Insight

Stand up a dedicated digital P&L inside the agency so digital is sold as strategy, not bundled as an ATL add-on.

Execution

Defined content strategy and pillars across Facebook, YouTube and the Google Display Network; launched Mirinda's Facebook presence from zero past 100,000 fans under a rare no-pre-approval mandate; managed a multi-brand F&B social portfolio (NESCAFÉ ~1.1M weekly reach, Finlay ~231K); drove research-led pitching for Shell, Nescafé and others; led the Cellbazar→Ekhanei rebrand; planned PepsiCo's 2015 World Cup activation, 7Up and Airtel's 3G launch.

Result

Scaled the digital agency to ~$1M monthly revenue within seven months and converted prospects (Finlay, Nescafé) into retainer clients; led a 6-person team with full client autonomy.

Experience

The full arc.

Fourteen roles, 2009 → today. Every role's complete scope — the case studies above expand the marquee initiatives.

MPH Capstone — Health System Resilience & Economic Protection Campaign

Feb 2026 – Apr 2026

Eastern Michigan University · Ypsilanti, MI

Designed and executed a multi-article, multi-platform public-health advocacy campaign published across The Daily Star (Bangladesh's largest English-language national daily), Eastern Echo and the WellNest Watch column.
Documented a replicable ~3× Facebook reach amplification through strategic stakeholder tagging; built a rigorous analytics framework with locked methodology and APA-7 benchmarks.
Co-established the WellNest Watch column as a sustainable campus health-communication channel.

Graduate Hall Director

Jul 2025 – May 2026

EMU Housing & Residence Life · Ypsilanti, MI

(Progressed from Desk Assistant → Resident Advisor, Aug 2024 – Jun 2025, before being appointed Graduate Hall Director.)
As Graduate Hall Director at Walton Hall, supervised 9 Resident Advisors serving 230 residents; with 44% of the team new, designed an audience-segmentation communication training (tailoring outreach to different resident groups) that drove 541 logged resident engagements and the 2nd-highest resident-connection rate (39.1%) among all campus residence halls.
Built an automated duty-scheduling system and weekly data-informed insight reports; led crisis responses with DPS and Fire & Rescue; nominated for EMU's Student Gold Medallion Award for Exemplary Leadership.

Graduate Assistant, Health Promotion

Aug 2024 – Jul 2025

Eastern Michigan University — Office of Health Promotion · Ypsilanti, MI

Mandate — Design and promote evidence-based campus health programs grounded in behavioral science.

Developed and executed campus-wide health-promotion programs with Public Health Education faculty, grounded in health-behavior theory and program-planning frameworks.
Designed a comprehensive harm-reduction campaign (alcohol & cannabis) — a year-long, multi-channel plan with a defined evaluation framework.
Created a reusable Public Health Event Framework for Eta Sigma Gamma (planning, execution, evaluation, sustainability).
Co-created the WellNest Watch public-health column in The Eastern Echo, shaping its messaging and engagement model; amplification reached 10,000+ individuals.

Startup Mentor — BRAC University Cohort, University Innovation Hub Program (UIHP)

Mar 2024 – May 2024

BRAC University (UIHP) · Dhaka, Bangladesh

Mentored early-stage startups on business-model refinement and competitive positioning.
Helped founders build actionable, sector-tailored growth strategies for scalability and market penetration.
Advised on product development, scaling and funding navigation — applying business-strategy and digital-transformation expertise across healthcare and technology ventures.

Chief Operating Officer

Nov 2023 – Aug 2024

Laser Treat Group · Dhaka, Bangladesh · Laser Treat · DHI Bangladesh · Dhaka Dermatology Institute · Clinic21

Mandate — Stabilize and grow a multi-entity clinical group by digitizing operations and sharpening the service portfolio.

Steered a comprehensive operational and growth strategy yielding 16% YTD revenue growth.
Launched clinical dermatology and sexual-health sub-brands that improved patient navigation and added 11% revenue within two months.
Implemented a centralized ERP (supply chain, inventory, clinical resources) and digitized patient files, BI dashboards, HR processes and CX logs — reducing delays and improving decision accuracy.
Introduced CSAT/NPS measurement systems, increasing patient retention 13% and establishing a continuous quality-improvement framework.
Cut annual operating expenses by $0.5M through process optimization, reinvesting savings into patient-facing services and care-quality upgrades.
Built and led a high-performing senior leadership team supporting service delivery, operational consistency and cross-department collaboration.

Head of Marketing & Corporate Sales (Head of Consumer Business)

Jun 2021 – Oct 2023 · led a 30-person org

Praava Health · Dhaka, Bangladesh

Mandate — Own the consumer P&L (83% of revenue) and shift the business from COVID dependence to durable core-care growth.

Led the consumer business portfolio contributing 83% of total organizational revenue across retail and corporate channels.
Built corporate sales from zero, scaling clients 342 → ~1,400 via a telco-style KAM model and driving 3.1× growth in corporate health programs.
Stood up product marketing, BI/Data (housed inside marketing), PR, content and design functions — the commercial infrastructure for scale.
Launched the multidisciplinary Beauty & Wellness Center (dermatology, dentistry, nutrition, acupuncture, psychology) at 68% YoY growth.
Redesigned diagnostic packages and introduced a DIY health-testing category, increasing lab revenue 34% YoY; grew B2C preventive & primary care 24% YoY.
Engineered population-scale access (Lifebuoy hotline ~3,000 calls/day + DGHS data-sharing), nationwide door-to-door COVID collection, and a first-in-country 6-hour traveler-testing protocol integrated with the government portal.
Co-designed ethical, organ-targeted diagnostic packages that avoided physician kickbacks; launched the Ghore Lab home-diagnostics initiative.
Directed the consumer-business hypergrowth (~45% / ~57% B2C CAGR, 2021–2023) through product, metrics and growth-loop strategies.
Won a Silver at the Commward — Bangladesh Brand Forum's premier creative-communications award — for a mental-health awareness campaign, the only healthcare campaign recognized that year; secured Praava's status as a Gulf-recognized health center (authorized to issue medical clearances accepted by Gulf countries).

Senior Manager, Employer & Member Affairs (Team Lead)

Jan 2019 – May 2021 · Business Development

ACCA · Dhaka, Bangladesh

Mandate — Develop a sustainable country business ecosystem and grow members, affiliates and approved employers against hard targets.

Achieved 100% of all 2020–21 targets: new-member conversion 378→435 (+15.1%), member retention 98.2%, affiliate retention +2.4%.
Designed and owned the Employer & Member Affairs operating model — 15+ KPI-linked activity types on a 19/20→24/25 roadmap; doubled big-corporate approved employers (8→16), MNCs and large local organizations with sizable finance teams.
Planned and executed the 'Business Partner of the Future' round table (PwC, The Daily Star) and contributed on the panel alongside the finance C-suite; ran the Post-Budget 2020 round table (Kaler Kantho, 18 veterans).
Executed the ~400-person flagship New Member Ceremony (Comptroller & Auditor General as Chief Guest) and delivered the 'Smarter Cities' professional-insight keynote.
Initiated strategic partnerships (BSHRM, CFO Forum, ICAB, ICMAB, FRC); arranged a 17-country data-analytics training; partnered with Ex-Tax on an SDG tax study; designed the 'ACCA Next Leader' talk show with Channel i.

Manager, Product Planning

Sep 2017 – Dec 2018 · Q3’18 Business Performer

Samsung India Electronics Ltd (Bangladesh) · Dhaka, Bangladesh

Mandate — Lead portfolio, pricing, positioning and go-to-market for flagship and mid-high smartphone segments.

Led the record-setting Note9 preorder launch (1.54× YoY, #1 globally for growth); defined GTM for entry-segment J2 4G / J2 Core (~2,600 units/day).
Built Samsung's online footprint via the national-distributor e-commerce marketplace and online-specific SKUs across every major platform.
Created a market-first consumer loyalty program with Samsung's R&D institute (SRBD) and a novel monsoon water-damage campaign off a multi-year breakage simulation.
Ran monthly market-transition planning with internal and distributor teams (volumes, allocations, ramp-ups, transition plans), liaising with regional management and HQ; owned localization of each product's key selling points and USP across all touchpoints.

Brand & Communications Manager (Brand & Vehicle Category Lead)

Oct 2016 – Sep 2017 · Marketing

Ekhanei.com (SnT Bangladesh) · Dhaka, Bangladesh

Mandate — Build and lead the vehicle category for an online marketplace and own brand communications.

Built the nation's #1 motorbike category from zero (overtook the national leader in 2.5 months); led a ~60-person nationwide team plus a 3-person creative team.
Designed the territory-manager / live audit-call reconciliation quality system and a semi-pro seller key-account team.
Conceived the 'Bike Bazaar' trust event (free mechanic checks + Bangladesh Road Transport Corporation vehicle-registration verification) and a consumer-goods-style offline trade play (branded light-boxes for 30% of partner electricity bills).
Drove 25% category revenue and 15% market-share growth; wrote TVC stories produced and aired; served as lead planner for the Cellbazar→Ekhanei rebrand.

Marketing Manager (Marketing Lead)

Jun 2015 – Oct 2016 · Marketing

SureCash (Progoti Systems Ltd) · Dhaka, Bangladesh

Mandate — Own brand, trade and digital for a multi-bank mobile-financial-services platform, including a population-scale G2P program.

Led the 10-million-beneficiary G2P stipend campaign via residence-mapped point-of-sale materials, automated telco voice calls (IVR) and rural mosque activations.
Built the in-house creative team (5) and brand book from scratch; merged digital with the call center for category-leading social responsiveness.
Owned ATL/BTL/digital strategy and the website revamp (35% bounce-rate reduction, 50% follower growth); brand awareness +~20%, engagement +~15%.
Ran national/international press events (Eden College launch with the Education Minister; Grameen Bank/Shakti signings); won the Banking Fair Award of Excellence.

Senior Executive, Strategic Planning (ATL & Digital)

Dec 2013 – May 2015 · Strategic Planning

Asiatic (Bangladesh JWT) / Asiatic Digital · Dhaka, Bangladesh

Mandate — Plan integrated campaigns and help build the agency's new digital practice.

Led planning + execution of the flagship Lux Channel i Superstar 2014 platform; promoted to lead a wing of Asiatic Digital (6-person team, full client autonomy).
Scaled the digital practice to ~$1M monthly revenue in seven months; launched Mirinda past 100,000 Facebook fans; managed a multi-brand F&B portfolio (NESCAFÉ, Finlay).
Planned PepsiCo's 2015 World Cup activation, 7Up and Airtel's 3G launch; led the Cellbazar→Ekhanei rebrand; delivered comms for Mount Elizabeth Hospital and Kaler Kantho.

Executive, Brand

May 2013 – Nov 2013 · Corporate Brands

MGH Group · Dhaka, Bangladesh

Developed the group brand system across diverse business units (logistics, shipping, aviation, restaurant, radio), maintaining positioning consistency unit by unit.
Managed domestic and overseas vendors with end-to-end quality control of group brand collateral.
Secured and executed lead-sponsor presence at BATEXPO 2013 and MGH's Air Cargo & Logistics Asia 2013 (Singapore); created the 'Foortibaaz' Radio Foorti activation.

Account Executive

Oct 2011 – May 2013 · Client Service

Grey Advertising (Grey Dhaka · WPP) · Dhaka, Bangladesh

Owned retainer portfolios for Akij F&B and GSK (plus Pizza Inn, BDDL) with 95% client retention.
Distilled the 'purity/truthfulness' Frutika positioning from production insight; co-developed the Pizza Inn 'Bring Your Own Balish' challenger campaign.
Mastered full-cycle TVC production (pre/during/post), photoshoots and static creative; delivered 10+ launches in under two years; owned budgeting and vendor negotiation; trained 2 interns.

Customer Manager

May 2009 – Oct 2011 · Customer Service

Grameenphone Ltd (Telenor Bangladesh) · Dhaka, Bangladesh

Handled 90–100 daily interactions across premium, roaming, retailer and mass segments (90%+ CSAT, 85% first-call resolution).
Founding member of award-winning 'Team Sindbad' (Best Proactive Team 2010); Employee of the Month ×3; onboarded most of the team as it scaled 8→21 — while self-funding undergraduate studies.

In their words

What senior leaders say.

Verbatim LinkedIn endorsements from managers and colleagues.

“

I am delighted to write this recommendation for Shafaat Ali Choyon, who has been an invaluable member of our Praava team for more than two years. Shafaat has a radiant personality that brings joy to our workplace and keeps the team morale high. In his professional capacity as a marketer, Shafaat has consistently demonstrated creativity and innovation. His unique ideas for marketing campaigns have significantly enhanced our brand identity and image. Shafaat is also an exceptional team leader — his leadership style is inclusive and supportive. Moreover, he has shown remarkable resilience in high-pressure situations. I wholeheartedly recommend him for any growth and marketing-related roles.

Mohammad Abdul Matin Emon

CEO, Praava Health · Founder, Innobig — managed Shafaat directly · 2023

“

Shafaat is a talented leader, creative thinker and team builder. He took over the marketing function at Praava and built a solid, highly effective team that delivers results. He has a steady hand, is very resilient and knows the market extremely well. He took over the Praava brand at an important inflection point and delivered significant growth, executing a complex strategy in very difficult pandemic operating circumstances. I trust Shafaat and would work with him again any minute.

Kat Wendelstadt

Founder & CMO · Shafaat's line manager at Praava · 2022

“

I had the great pleasure of working with Md Shafaat Ali during a period of great change in Ekhanei. I quickly identified him as one of the great potentials and a strong change agent, and during the implementation he proved instrumental in executing the new strategy. Choyon's strengths are in planning, execution, partnerships and project management, in addition to being a seasoned marketer and brand specialist. With Choyon you get a great guy who gives everything for his team and employer — highly recommended.

Eivind Skibenes

COO at Plick · managed Shafaat directly at Ekhanei · 2017

“

Choyon is an extremely capable and dedicated marketing professional. He has strong strategic, analytical and communication skills, further enhanced by his solid background in brand and communications and his enthusiasm to do better. I have seen his super ability in getting things done properly, even in a difficult environment. He is creative and structured, can connect with anyone in a business-effective manner, a great team manager and very persuasive.

Shaahed Radwan

Retail Marketing & Category Strategy Lead · Ekhanei · 2017

“

Shafaat Ali Choyon is a talented young professional. During his days in Samsung Electronics (Bangladesh), he was a key resource for campaign design and product management. He has great ability to manage things singlehandedly and at the same time lead complex projects with sheer quality. I am a real admirer of his people-management skill — he can take control over complex situations with his leadership proficiency.

Mohammad Shahriar

Sales Training, Product & Campaign Management · Samsung · 2019

“

Shafaat has proven himself to be a very valuable resource in just a year, in a completely different sector from his previous experiences — evidence of qualities such as high adaptability. He has always brought innovation and experience to the table. I highly regard him as a motivated professional.

Prawma Taposhi Khan, FCCA

Country Manager, ACCA Bangladesh · 2020

“

Md Shafaat is someone you will go to for a solution to your problems, and as an expert strategic planner he knows how to solve them intelligently in a planned way. I was lucky enough to work with him during his tenure in MGH Group and have observed him plan and implement big-scale local and foreign events.

A K M Shafiqur Rahman

Payments Product & Transformation, BNY · worked with Shafaat at MGH · 2014

“

I have had the opportunity to work with Shafaat on a number of occasions at MGH. I have found him to be very collected and detail oriented. He knows his strengths and gets the job done. He is a good listener as well — a friendly person by nature and a good team player. I wish him all the success in future. You deserve it!

Samara Taylor

Senior Director, Strategy & Transactions, EY-Parthenon · worked with Shafaat at MGH · 2014

“

I am delighted to write this recommendation for Shafaat Ali Choyon, who has been an invaluable member of our Praava team for more than two years. Shafaat has a radiant personality that brings joy to our workplace and keeps the team morale high. In his professional capacity as a marketer, Shafaat has consistently demonstrated creativity and innovation. His unique ideas for marketing campaigns have significantly enhanced our brand identity and image. Shafaat is also an exceptional team leader — his leadership style is inclusive and supportive. Moreover, he has shown remarkable resilience in high-pressure situations. I wholeheartedly recommend him for any growth and marketing-related roles.

Mohammad Abdul Matin Emon

CEO, Praava Health · Founder, Innobig — managed Shafaat directly · 2023

“

Shafaat is a talented leader, creative thinker and team builder. He took over the marketing function at Praava and built a solid, highly effective team that delivers results. He has a steady hand, is very resilient and knows the market extremely well. He took over the Praava brand at an important inflection point and delivered significant growth, executing a complex strategy in very difficult pandemic operating circumstances. I trust Shafaat and would work with him again any minute.

Kat Wendelstadt

Founder & CMO · Shafaat's line manager at Praava · 2022

“

I had the great pleasure of working with Md Shafaat Ali during a period of great change in Ekhanei. I quickly identified him as one of the great potentials and a strong change agent, and during the implementation he proved instrumental in executing the new strategy. Choyon's strengths are in planning, execution, partnerships and project management, in addition to being a seasoned marketer and brand specialist. With Choyon you get a great guy who gives everything for his team and employer — highly recommended.

Eivind Skibenes

COO at Plick · managed Shafaat directly at Ekhanei · 2017

“

Choyon is an extremely capable and dedicated marketing professional. He has strong strategic, analytical and communication skills, further enhanced by his solid background in brand and communications and his enthusiasm to do better. I have seen his super ability in getting things done properly, even in a difficult environment. He is creative and structured, can connect with anyone in a business-effective manner, a great team manager and very persuasive.

Shaahed Radwan

Retail Marketing & Category Strategy Lead · Ekhanei · 2017

“

Shafaat Ali Choyon is a talented young professional. During his days in Samsung Electronics (Bangladesh), he was a key resource for campaign design and product management. He has great ability to manage things singlehandedly and at the same time lead complex projects with sheer quality. I am a real admirer of his people-management skill — he can take control over complex situations with his leadership proficiency.

Mohammad Shahriar

Sales Training, Product & Campaign Management · Samsung · 2019

“

Shafaat has proven himself to be a very valuable resource in just a year, in a completely different sector from his previous experiences — evidence of qualities such as high adaptability. He has always brought innovation and experience to the table. I highly regard him as a motivated professional.

Prawma Taposhi Khan, FCCA

Country Manager, ACCA Bangladesh · 2020

“

Md Shafaat is someone you will go to for a solution to your problems, and as an expert strategic planner he knows how to solve them intelligently in a planned way. I was lucky enough to work with him during his tenure in MGH Group and have observed him plan and implement big-scale local and foreign events.

A K M Shafiqur Rahman

Payments Product & Transformation, BNY · worked with Shafaat at MGH · 2014

“

I have had the opportunity to work with Shafaat on a number of occasions at MGH. I have found him to be very collected and detail oriented. He knows his strengths and gets the job done. He is a good listener as well — a friendly person by nature and a good team player. I wish him all the success in future. You deserve it!

Samara Taylor

Senior Director, Strategy & Transactions, EY-Parthenon · worked with Shafaat at MGH · 2014

Thought leadership

Published writing.

14 articles · read summaries & sources → Latest essay · on this siteHealth communication that changes behavior →Field notes on segmentation, friction, framing and measurement — the principles behind campaigns that move behavior, not just awareness.

Public Health & Policy · 6

01 Running on Empty: America's Public Health Workforce Crisis Eastern Echo / WellNest Watch · 2026

02 Increasing Public Health Investment Must Be a Top Priority The Daily Star · 2026

03 Health Policy Decisions Made Today Shape Michigan Tomorrow Eastern Echo · 2026

04 When Illness Becomes a Bill: Why Medical Debt Is a Public Health Crisis Eastern Echo · 2025

05 When We Ignore Public Health Prevention, We Pay the Price Eastern Echo / WellNest Watch · 2025

06 We Need Public Health Reform for Steady Economic Growth The Daily Star · 2025

Health Communication · 3

07 Mixed Messages, Real Costs: How Confusing Health Communication Is Making America Sicker and Poorer Eastern Echo / WellNest Watch · 2026

08 Can We Use Private Healthcare to Improve Health Literacy The Daily Star · 2026

09 Combating the Flood of Misinformation Dhaka Tribune · 2024

Digital Health & Economy · 5

10 Exploring Comprehensive Digital Transformation in Bangladesh's Healthcare Sector ICE Business Times · 2023

11 Aiding Economy with Digital Health Services The Financial Express · 2021

12 Impact of Digital Health Services in the Economy The Financial Express · 2021

13 Businesses in the VUCA World The Financial Express · 2021

14 Digital Transformation and Adaptation for Securing Businesses Daily Observer · 2021

Independent coverage

In the press.

19 mentions · 12 outlets · TV, print & digital

Appointment coverage · 2

01 Laser Treat names Md Shafaat Ali Choyon as new COO
COO of Laser Treat, DHI & Dhaka Dermatology Institute. Dhaka Tribune · Nov 2023 02 Shafaat becomes Laser Treat COO
Appointment coverage of the same move. New Age · Nov 2023

TV & interviews · 2

03 নিরাপদ স্বাস্থ্য — Happening Point (live TV talk show)
19-minute live interview on safe healthcare, as Head of Marketing & Corporate Sales, Praava Health. ATN News · May 2023 04 ব্যবসা ডিজিটাইজড হলে কর্মসংস্থান বাড়বে
Feature interview on digital transformation and jobs — as marketer & business strategist at ACCA Bangladesh. Bangladesh Pratidin · May 2021

Partnerships, launches & milestones — Praava Health · 7

05 Praava Health celebrates 6 years of success
Named among the key leadership instrumental in Praava's journey — also covered by Dhaka Tribune. The Business Standard · Sep 2023 06 Bangladesh Finance, Praava Health sign MoU on strategic partnership
Named leading the Praava side of the corporate-health partnership. The Business Standard · Jun 2023 07 Praava Health launches home lab testing solution 'Ghore Lab'
Quoted as launch spokesperson on pricing, booking and rollout. The Business Standard · Feb 2023 08 BOL (BEXIMCO) and Praava Health forge strategic partnership
Signed the MoU on behalf of Praava Health. Bangladesh Online · BEXIMCO · Dec 2022 09 Guardian Life Insurance and Praava Health sign strategic partnership
Signed the agreement on behalf of Praava Health. The Business Standard · Aug 2022 10 Praava Health celebrates five years of success
Named among the senior leadership at the milestone celebration. The Daily Star · Aug 2022 11 Praava Health launches beauty, wellness centre
Named speaker at the launch, as Head of Marketing. The Daily Star · Dec 2021

Keynotes & roundtables — ACCA · 4

12 ACCA Bangladesh and Bangladesh Technical Education Board sign MoU
Named among the ACCA Bangladesh leadership at the national partnership signing. Prothom Alo · May 2021 13 ACCA awards certificates to 124 accountants
Named keynote — opened the ceremony with 'Business Partner of the Future'. The Financial Express · Feb 2020 14 ACCA BD certifies more than 100 financial experts
Named keynote presenter at the national certification ceremony. The Daily Observer · Feb 2020 15 The business partner of the future
Roundtable panelist with PwC Bangladesh — quoted with photo alongside national CFOs. The Daily Star · Dec 2019

Event coverage — 'Ekhanei Bike Bazaar' (the category he built) · 4

16 Young Nite — এখানে বাইক বাজার (TV special)
28-minute TV segment on Bangladesh's first second-hand bike fair — the trust-building event he led. ATN News · Mar 2017 17 Ekhanei.com arranging used motorbike fair
Launch coverage of the first-of-its-kind fair — women-focused buying support, BRTA booth, stunt show. The Daily Star · Mar 2017 18 Bike Bazaar inauguration — news bulletin
GTV news coverage of the inauguration (archived clip). GTV · Mar 2017 19 Bike Bazaar inauguration — news bulletin
Independent TV news coverage of the inauguration (archived clip). Independent TV · Mar 2017

Core competencies

Strategy & Commercial

Growth strategyGo-to-market & product launchMarket expansionPricing architectureCorporate & institutional salesP&L ownershipBusiness-model designBrand strategy

Behavioral Science & Communication

Health communicationBehavior-change strategyAudience segmentationHealth promotionProgram planning & evaluationTrust & adoption designHealth literacy

Operations, Data & Transformation

ERP & workflow digitizationBI / CRM & analyticsARPU · CLV · cohorting · retentionData-driven decision-makingCross-functional leadershipChange managementAI-assisted workflows

Education & credentials

Master of Public Health (MPH), Health Education & Promotion

Eastern Michigan University, Ypsilanti, MI · May 2026

Certified Health Education Specialist (CHES®)

National Commission for Health Education Credentialing (NCHEC) · Apr 2026

MBA, Operations Management

American International University–Bangladesh · 2012

BBA, Marketing

American International University–Bangladesh · 2010

Training & memberships

→Brand Strategy & Category Management — 4-day intensive, Vietnam (Chợ Tốt / Ekhanei)

→Product Planning — 7-day program, Samsung Regional HQ, India

→Regional Market Development Strategy — 3-day workshop, ACCA Office, Dubai

→Member, Chartered Institute of Marketing (MCIM) — ID 40066640

→Professional Member, American Marketing Association (AMA)

→Member, Digital Marketing Institute (DMI)

→Member, Society for Public Health Education (SOPHE) — ID 79507

→Member, American Public Health Association (APHA) — ID 11610404

The through-line

Built for human judgment · structured for machine readability

Attention → Intelligence → Outcomes

Three ways my work has created value over sixteen years — first by winning attention, then by turning data and behaviour into better decisions, now by owning measurable outcomes. It isn't a theory about markets; it's a reading of one record — and each stage carries its own receipts.

01 · ATTENTION

Earn the signal

Agency & brand years — cut through noise, shape perception.

▸ Ekhanei — #1 category in 2.5 months
▸ Samsung Note9 — #1 globally for growth
▸ Asiatic Digital — ~$1M/mo in 7 months

02 · INTELLIGENCE

Read the system

Turn signals, behaviour & data into decisions.

▸ Praava — 65–70% of decisions on data
▸ BI/Data housed inside marketing
▸ ACCA — 100% of targets, KPI-linked

03 · OUTCOMES

Move the number

Measurable change — growth, access, behaviour.

▸ Praava — ~57% B2C CAGR, 342→1,400
▸ Laser Treat — −$0.5M opex, +13% retention
▸ SureCash 10M reached · MPH·CHES®

Same operator, three altitudes — visibility, judgment, measurable change. The portfolio is the proof, not the claim.

Strategy first. Ornament last.

…and the site itself is built on the same discipline.

THE MARK

The SC signal — proof, not promises

Interlocked S and C read the system; the teal node and amber signal waves stand for turning attention into intelligence, and intelligence into measurable outcomes.

THE IDENTITY SYSTEM

Download the brand system ↓

Wordmark · masthead & headers

Monogram · covers & lockups

Emblem · reports & proposals

Digital icon · compact lockup

Signal mark · favicon & avatar

THE PERSONA

The Strategist-Sage

Reads complex systems clearly, then turns clarity into growth.

Clear-eyed Pressure-tested Evidence-led

THE TYPE

Manrope

Headlines · geometric, confident

Inter

Body · humanist, legible

THE VOICE

Plain-language, evidence-first

No hype, no jargon. Every claim arrives with a number, and complexity gets translated — not performed.

THE SIGNATURE

Proof, not promises

The through-line in three words — longer form: read the system, find the lever, move the number.

THE COLOR LOGIC grit → clarity → outcomes → credibility

The palette is deliberately restrained — about 84% anchor and ground (Obsidian, Navy, Ivory) and only ~14% signal (Teal, Amber). The rationing is the point: colour is spent only where it carries meaning, so attention lands on the proof, never the ornament.

Obsidian · 50% #0B0F14
The anchor — credibility and authority; the ground everything earns its place against.

Navy · 17% #1C2E4A
Depth and institutional seriousness — structure without shouting.

Ivory · 16% #EDE6D6
Clarity and human warmth — where the words live, kept highly legible.

Teal · 7% #00A6A6
The signature — strategic intelligence, how the thinking works. The one colour that's mine.

Amber · 7% #F4A24C
The proof — reserved for the earned outcome, the number that mattered.

Ember · <1% #C0492B
Tension — rare urgency, used almost never so it still means something.

THE STRUCTURE

Proof before promises. Every case opens with the binding constraint and the number it moved — challenge → insight → execution → result.

Md Shafaat Ali Choyon.

One career, seen four ways.

16+ years turning complex systems into measurable results across growth, communication, product and public health. Choose the lens that fits why you're here — every lens shows the complete portfolio, just framed for what matters to you.

▶ A 45-SECOND HELLO

One career, seen four ways — here's the short version, in my own words.

Global launch growth

10M

G2P beneficiaries

~57%

B2C CAGR 2021–23

Not sure which fits?

Every lens shows the complete work — switch any time from the top bar.