- Our Team · Five operators
A small team. By design.
We don’t scale our headcount, we scale our clients’ revenue. Five operators strategy, paid, creative, web and analytics working directly on every account we take on. No account managers passing notes between you and the people doing the actual work.
At White Fox we deliberately stay small. Our model is performance-based, which means our income depends on senior people touching every part of the work not graduates running playbooks. The five people below are who you’ll meet on day one and who’ll still be on your account in year three.
Between us we cover every discipline that moves the needle on a Meta campaign: commercial strategy, paid media operation, AI-powered video and ad creative, landing pages and conversion, and the analytics layer that makes sure every decision is grounded in data you can verify.
Atif Shafqat
- Founder & Head of Growth Strategy
Atif is the commercial brain behind White Fox and the person who decides whether we take an account on. Every revenue model, offer architecture, and performance baseline that goes into a client engagement gets built and stress-tested by him before a single pound of ad spend goes live.
Atif has spent 5 years building and running White Fox, a business dedicated to paid growth, overseeing more than £10 million in Meta spend. That operator background is the reason our strategy work doesn’t read like an agency deck it reads like a finance plan, because that’s what it has to be when our income depends on the numbers being right.
If you’re on a Revenue Audit call, you’re talking to Atif.
- Commercial modelling and offer architecture
- Performance-based engagement design
- Meta growth strategy at £50k+/month spend levels
- LTV / CAC modelling and attribution methodology
- Founder and board-level commercial conversations
Aqil Tariq
- Head of Paid Media. Meta Specialist
Aqil runs the Meta engine. Once strategy is signed off, he owns the campaign architecture, bid strategy, audience structure and the daily test-iterate-scale loop that takes an account from break-even to profitable scale. He has personally deployed more than £2 million in spend across Facebook and Instagram, holds Meta Blueprint certification, and has a deep technical fluency that’s increasingly rare in an industry full of “social media managers” pretending to do paid.
What Aqil does that almost nobody else bothers with: server-side conversions API integrations, properly de-duplicated event tracking, offline event uploads for businesses with phone-based sales, and creative testing frameworks that actually reach statistical significance before declaring a winner. The dull-but-decisive work that turns a mediocre ad account into a compounding one.
- Meta Ads Manager (Advantage+, manual campaigns, CBO/ABO structure)
- Conversions API and server-side tracking (Stape, GTM server-side)
- Offline conversion uploads for lead-gen and high-ticket sales
- Creative testing protocols (1:1 hook tests, iso-creative testing)
- Scaling from £10k/month to £250k+/month spend without breaking CAC
Danyal Khan
- Creative Director. AI Video & Ad Production
Danyal runs our creative engine. He sits at the intersection of traditional film production and the new generation of AI video tools — a combination that lets us produce ad creative at a volume in-house teams and most agencies simply cannot match. A typical White Fox account ships 30–40 new creative variants a month: founder-led talking-heads, UGC-style spots, motion graphics, AI-generated b-roll, voice-over variants and scripted hook tests.
Danyal’s background is in video production, and he was an early adopter of generative AI in commercial production. The result is creative that looks crafted rather than cranked-out, but at a tempo that gives Meta’s algorithm what it actually wants: a constant supply of fresh, varied, audience-specific assets.
This is the part of the offer most clients are most surprised by. They expect an agency to be a creative bottleneck. We’re a creative engine.
- Ad creative strategy (hook frameworks, angle libraries, founder-led content)
- AI video production: Runway, Sora-class generative tools, HeyGen, ElevenLabs voice
- Traditional production: Adobe Premiere, After Effects, DaVinci Resolve
- AI-assisted scripting, storyboarding (Midjourney) and post-production
- UGC creator briefing, sourcing and management
Sufyan Maqsood
- Head of Conversion. Landing Pages & Web Build
The best ad in the world dies on a slow, badly-built landing page. Sufyan makes sure that doesn’t happen.
He owns everything that happens after the click the landing pages, the funnels, the on-page experiments, and the technical performance that decides whether a paid visitor converts or bounces. Pages built by Sufyan tend to load in under 1.5 seconds, work flawlessly on the £150 Android phones most of your customers actually use, and route conversion data cleanly back into the campaign infrastructure so paid media can optimise on real signal.
He is also the person who makes sure your existing site doesn’t quietly leak £20,000 a month in conversions through forms that don’t fire, buttons that don’t track and mobile breakpoints nobody tested. If we’re building you a dedicated funnel for a campaign, Sufyan builds it.
- Landing page design and build (Webflow, Framer, Next.js, custom HTML/CSS)
- Conversion rate optimisation and A/B testing methodology
- Page speed, Core Web Vitals and mobile performance
- Form, checkout and lead-capture engineering
- Heatmapping and session replay (Hotjar, Microsoft Clarity)
Abdul Hadi
- Head of Analytics & Social Intelligence
Abdul Hadi is the reason every White Fox client gets a monthly report they can actually trust and the reason our performance-based invoicing model holds up to scrutiny. He owns the analytics stack, the attribution methodology, and the social-listening layer that tells us what’s happening in your market beyond what the ad account shows.
The work falls into three buckets.
First: building the data infrastructure GA4, server-side tracking, custom dashboards in Looker Studio that connects ad spend to actual revenue, transparently.
Second: monthly reporting that shows you exactly what we generated, how it was attributed, and what the invoice number is calculated against.
Third: social and competitor intelligence what your competitors are running, what’s resonating organically in your space, and where the next creative angle is going to come from.
When you sign off the invoice each month, you’re signing off Abdul Hadi’s numbers.
- Analytics and attribution: GA4, Looker Studio, BigQuery, Triple Whale-class tools
- Server-side tracking architecture and data integrity
- Custom client reporting and dashboard build
- Social listening and competitor intelligence (Brandwatch, Sprout Social, Meta Ad Library forensics)
- Advanced spreadsheet modelling and data interrogation
- How we work
Five disciplines, one room.
Most agencies hand your account between siloed teams — strategy passes to media, media passes to creative, creative throws it back to strategy when the numbers don’t move. Two months in, nobody owns the outcome.
We work the opposite way. The five of us sit on every account, in the same weekly review, looking at the same numbers. When a creative isn’t converting, the person who built it talks directly to the person running the spend and the person who built the landing page. Decisions get made in a single meeting, not a four-week email chain.
That’s only possible because we’re small. And we intend to stay that way.
Mohammed Choudrey
- Principal Investor
Mohammed’s capital investment has been instrumental in White Fox Digital’s growth. Though he operates outside the day-to-day, his confidence in our vision continues to shape what we’re able to build.
No account managers. Just the five of us.