About Maheba Nasim MK | The Story Behind the Strategy

The Story of
How I got started

Ten years ago, That small moment changed everything. What started as a hobby turned into a passion, then a business, then a journey with 300+ projects, worked with over 85 brands across 6 countries. Here's how it happened

October 2016:

Where it started - campaigns and a question that stayed

Started at a digital marketing agency, running campaigns and working with analytics.

At the same time, I went on a trip with a travel company.

I experienced firsthand how good they were - the kind of service you expect to be fully booked year-round. But they weren’t. There was no real visibility, no consistent flow of customers.

That question stayed with me:

If a business is this good, why isn’t it consistently sold out?

June 2017:

Learning brand at scale - Unilever

Worked on brand engagement initiatives at one of the world’s largest consumer goods companies.

Campaigns that reached millions.

It was my first look at how large brands think - how they position themselves, how they speak to different audiences, and how awareness translates into action.

January 2018:

Learning how brands are built

Joined a leading fashion retail group, working across campaigns, product launches, and brand execution.

From creatives and social media to eCommerce and analytics - I was involved in how brands are shaped and brought to market.

I started understanding how positioning, messaging, and timing come together to influence perception.

April 2019:

From campaigns to consistency

Got deeper into brand building - not just launching campaigns, but maintaining consistency across channels.

How a brand shows up day-to-day started to matter more than one-off campaigns.

I began to see the gap between what brands say and what customers actually experience.

July 2020:

When performance enters the picture

Moved closer to the numbers - tracking performance, analyzing behavior, and connecting marketing efforts to outcomes.

It wasn’t just about how things looked anymore. It was about what actually worked.

That’s where the disconnect started becoming obvious.

May 2021:

Scaling across businesses - the Alibaba Group

Moved into a larger ecosystem at Alibaba Group, one of the world’s largest eCommerce ecosystems.

Worked with hundreds of businesses - each with different products, audiences, and challenges.

Some had strong brands but weak conversion.

Others had demand but no clear positioning.

February 2022:

Working directly with businesses on their growth

Started working more closely with businesses on how they position themselves and show up in the market.

Helping them connect their marketing to actual outcomes - not just visibility, but results.

I began to see the same problems repeat across different industries.

2023 - 2024

Helping businesses fix what’s actually broken

Worked with small businesses across different stages - helping them understand why their marketing wasn’t translating into consistent sales.

Some had great products but no clear message.

Some were investing in marketing without knowing what was working.

Some were doing everything right - except the one thing that actually mattered.

That’s where the pattern became clear:

What looks good doesn’t always sell.

What sells isn’t always obvious.

2025 & Now

Instory - marketing that understands your business

Instory is built on a simple belief:

The best marketing starts with understanding why customers aren’t buying in the first place.

I bring in the right specialists for each project and direct everything from strategy through to execution.

One point of contact.

Full picture.

Clear accountability.

No fluff.

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View Resume

See my Work

Why One Partner

Works Better

Think of a movie director, they don't operate cameras or do makeup, but every frame matches their vision because they're directing the right people for each scene.

One Point of Contact

Most businesses juggle a designer, developer, marketer, and strategist. I handle everything, so you deal with one person who sees the complete picture and keeps it all aligned.

Founder Thinking, Not Agency Fluff

I've built and run my own businesses. I think in budgets, timelines, and what your team can actually handle. What we build together is designed to work for you, not just look impressive in my portfolio.

Strategy Before Building

I don't jump into design tools or ad platforms blind. Every project starts with understanding your goals, audience, and what makes you different. Then we build. Every decision has a clear "why."

Like Having a Marketing Director

Beyond delivery, I'm in your corner. Need help reviewing ad copy? Auditing your website? Thinking through next steps? I'm here for the long game, not just one project and goodbye.

Let's Work