Metriq Labs Appoints Salmaan Saheedullah as CEO
Rubiq Creatives’ Colombo-based Martech and growth company names industry veteran to lead its next phase of growth, built for a search landscape shaped by AI
Metriq Labs, the Colombo-based performance marketing company and a Rubiq Creatives company, today announced the appointment of Salmaan Saheedullah as its Chief Executive Officer, effective immediately. The move comes as Metriq Labs deepens its focus on a search landscape that now spans Google, AI Overviews and assistants such as ChatGPT, Gemini and Perplexity – where being ranked is no longer enough, and brands need to be cited, referenced and recommended.
Metriq Labs works from what it calls its “Digital Science”, a six-part methodology spanning proven testing frameworks, privacy-first tracking and measurement, behavioural analytics, conversion rate optimisation (CRO), transparent live reporting, and a dedicated AI-search visibility practice covering SEO, AEO (Answer Engine Optimization), GEO (Generative Engine Optimization) and AIO (AI Optimization).
The company positions itself against “set-and-forget” agencies and vanity-metric reporting, building instead on measurable, compounding growth reported through live dashboards rather than static monthly decks.
With notable client results both local and international, the company’s services span e-commerce growth, performance advertising (PPC), search-engine optimisation, web development and CRO, delivered through a mix of packaged and custom engagements for clients across Sri Lanka and beyond.
Metriq Labs operates under Rubiq Creatives, a full-service marketing agency headquartered in Expo City Dubai, and operating locally in Colombo 5. Rubiq Creatives works across more than 15 industries, offering digital marketing, branding and design, performance marketing, personal branding, and production and media services.
Salmaan brings more than 15 years of conversion rate optimisation, SEO and performance marketing experience across agency, in-house and entrepreneurial roles in Sri Lanka, Australia and the United States. He joins Metriq Labs from Dijital Team, where he led CRO strategy for B2B lead-generation programmes serving managed service provider (MSP) clients across Australia and the USA. He previously held senior digital marketing and CRO/SEO roles at CodeGen International, Swivel Tech and Skailed, and Shift Solutions, where he managed paid media and performance marketing
“Search has moved beyond the search bar — customers are asking AI assistants for recommendations before they ever click a link. Our focus at Metriq Labs is to make sure the brands we work with aren’t just ranking, they’re being cited, recommended and chosen. That means pairing rigorous, data-led performance marketing with the visibility disciplines this next era demands — GEO, AEO and AIO, alongside the fundamentals that still win: CRO, clean measurement and honest reporting.”
— Salmaan Saheedullah, Chief Executive Officer, Metriq Labs
“Our focus has always been to deliver a suite of bespoke services tailored to each client’s unique business needs, creating meaningful competitive advantages and driving measurable results. Our mandate is to deeply understand our clients’ ambitions, challenges, and growth objectives, and translate them into future-ready solutions that are grounded in creativity, innovation, and commercial impact.”
— Arshad Mohideen, Group Executive Director
With Salmaan at the helm, Metriq Labs said it will continue expanding its AI-search visibility practice alongside its e-commerce, performance advertising and CRO portfolio, as brands compete not only for clicks, but for a place inside the answers AI now gives. Metriq labs offerings can further be explored at www.metriq-labs.com
